The better you know him, the more adapted your marketing will be (customized so efficient) but do you have the tools?

1. Do you really know
your customer ?
Salam
Bastien RENAULT

2. 1
CUSTOMERS NEW TRENDS
“ There is no good wind for the sailor
who doesn’t know his port ”
Taste-communiting
No territory control
Selfie generation
Intimacy democratisation
NEW CHANNELS NEW REFEREESNEW NEEDS NEW BEHAVIOURS
Expectation
s
Number of channels

3. 2
GCC TRENDS
Nationalities
& education
CHANNELS PURCHASEMIX
Mobile
Instagram
Youtube
Snapchat
Rationality
Hard to define standard patterns

4. 3
GLOBAL TREND
New situation
Lateral power
“reviewing or purchasing is voting”
The Consum’actor is born
Before Now

5. 4
Why customers are abandoning a brand ?
GLOBAL TREND
Moved
Lured by
competitor
Product/service
dissatisfaction
Indifference
from the brand
68 %

6. 5
Customer relationship = trade relationship?
Trade
relationship
Social
relationship
Not anymore !

7. 6
Location
Location
Location
Presence
Presence
Presence
B2C H2H Human to Human
Ads
Ads
Ads
Content
Content
Content
CHANGE OUR BUSINESS APPROACH
BEFORE NOW
Slow
Simple
Small
Velocity
Variety
Volume
DATA DATA

8. 7
TO UNDERSTAND OUR GUEST
RETENTION COST < ACQUISITION COST
7 times cheaper…

9. 8
What is gathering them around you ?
UNDERSTAND OUR GUEST
What is their perceived value ?
“It is emotional, not material”
LINK ?
The price?
The service?
The design?
The image?

10. 9
HOW DO YOU DISCOVER YOUR GUEST ?
Capitalise on customer’s MMI syndrome
“Me, Myself and I”
1
Don’t do the same thing !2
- Respect the 20/80 rule
20% product, 80% sharable interesting content
- listen
“It takes 3 years to learn how to speak
but an entire life to learn how to listen”
3 Have conversations ( ≠ Connections)

11. 10
HOW DO YOU DISCOVER YOUR GUEST ?
Monitor your digital ecosystem4
“People confirm their state of mind or
opinion to the community they trust”
Make an after purchase survey
- observe the contagion (+ or -)
- act quickly
- let them express themselves in your garden

12. 11
HOW DO YOU DISCOVER YOUR GUEST ?
Rewarding him5
When ?
To get nominal data
Only purchases ?
Also when Sharing posts, when
referring new customer, when reviewing…
Why ?

13. A T AD
12
THE D.A.T.A. RULES
Draw in the staff Accessibility Tool Automation

14. 13
THE D.A.T.A. RULES
- all levels
- move from a verbal to a written culture
- involve everybody since the beginning
Draw in the staffD

15. 14
THE D.A.T.A. RULE
- relevant for each user
- treated data
AccessibilityA
no raw data

16. 15
THE D.A.T.A. RULE
AccessibilityA
Ex : from your counting machines, you get this kind of format

17. 16
THE D.A.T.A. RULE
AccessibilityA
But you present this to the sales staff
Name and
profile of the
approaching
customer
no raw data

18. 17
THE D.A.T.A. RULE
AccessibilityA
You present this to your operation managers
no raw data

19. 18
THE D.A.T.A. RULE
AccessibilityA
Or this to your brand managers
no raw data

20. 19
THE D.A.T.A. RULE
T Tool
- interconnected (capture and storage tools)
Prepare your Business Process Mapping
And get a killer in
your team

21. 20
THE D.A.T.A. RULE
- customer centric info
T Tool
CRM

22. 21
THE D.A.T.A. RULE
T Tool
- adapted to your needs
Get a consultant !

23. 22
THE D.A.T.A. RULE
A Automation
Get a data cruncher !
Check
this
Set your M2M alerts (SLA) :
When do you want to be notified…

24. 23
THE DATA EFFECT
Path to happiness
know
your
guest
Happiness
Emotional
relationship
Behavioral
loyalty
customised
offers
H2H
approach

25. 24
CONCLUSION
“Give products, you will feed their needs,
give emotions you will feed their heart”
And wallet is always close to the heart !

26. THANK YOU
Bastien RENAULT