Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

A Capability Model for Driving Customer Engagement in a Connected World

A Capability Model for Driving Customer Engagement in a Connected World
Forrester Presentation
Tim Suther, Acxiom, CMO
Download whitepaper:
http://bit.ly/motwp

  • Identifiez-vous pour voir les commentaires

A Capability Model for Driving Customer Engagement in a Connected World

  1. 1. A CAPABILITY MODEL FORDRIVING CUSTOMER ENGAGEMENT IN A CONNECTED WORLDTim SutherChief Marketing Officer<br />®<br />
  2. 2.
  3. 3. 3<br />
  4. 4. TODAY’S AGENDA<br />1. A capability model for driving customer engagement<br />2. Illustrative results<br />3. Panel discussion<br />4. Your questions<br />
  5. 5. GLOBAL MARKETING SERVICES & TECHNOLOGY FIRM<br />Focused on audience and customer engagement<br />INDUSTRY RECOGNITION<br />#1 US agency / #9 Worldwide agency – AdAge<br />#3 Business Services & Consulting – Information Week 500 Innovators<br />#1 in client satisfaction – leading market research firm<br />QUICK FACTS<br />8,800 clients in 40 countries<br />300,000 campaigns/year <br />5 billion consumers engaged/year<br />$1.2 billion revenues. 70% under long-term contract<br />NASDAQ – ACXM<br />
  6. 6. CAPABILITY MODEL FOR A CONNECTED WORLD<br />Target 15-30% of spend to redirect<br />
  7. 7. CAPABILITY MODEL FOR A CONNECTED WORLD<br />Illustrative Results<br />Tech Firm<br />$200 million revenue/yr<br />$4.5 million OpEx/yr<br />Retail Bank<br />$100 million EBIT/yr<br />Consumer Goods Firm<br />$500 million revenue/yr<br />
  8. 8. PANEL DISCUSSION<br />Leaders applying the capability model<br />Mike Boush <br />Vice-President E-Business<br />Discover<br />David Minsker <br />EVP of CitiCards Marketing Information Management <br />Citi<br />
  9. 9.
  10. 10. From<br /> To<br /><ul><li>Product Portfolios
  11. 11. Process Centric
  12. 12. Customer Segments
  13. 13. Product Sets
  14. 14. Mass Marketing
  15. 15. Sequential Campaign Cycles
  16. 16. Highly Segmented
  17. 17. Trigger Based Campaigns
  18. 18. Automated Across Channels
  19. 19. Full Consumer Relationship
  20. 20. Integrated Contact History
  21. 21. Account Level
  22. 22. Multiple Marketing Platforms
  23. 23. Large Batch Processes
  24. 24. Integrated Marketing Platform
  25. 25. Real-Time Updates
  26. 26. Across Segments, Products, Campaigns, Channels
  27. 27. Offer Level Optimization
  28. 28. Product Level
  29. 29. Campaign Level
  30. 30. Channel Level</li></ul>Capability Transformation<br />Organization<br />Marketing Processes<br />Customer Data<br />Infrastructure<br />Analytics<br />This presentation and the information in it are the confidential and proprietary work product of Citi Cards and are subject to the terms of a confidentiality agreement. ©2010 Citicorp Credit Services, Inc. <br />
  31. 31. Interactions<br />Data Assets<br />Strategies<br />Statements<br />Prospects<br />Consumer<br />Interaction<br />Optimization<br />Mail<br />Telesales<br />Mobile<br />Call Center<br />250MM<br />4B<br />Marketing<br />50B<br />Risk<br />Email<br />Branch<br />POS<br />Customers<br />Servicing<br />On Line<br />Digital TV<br />Marketing Hub (aka ‘Central Nervous System’)<br />11<br />This presentation and the information in it are the confidential and proprietary work product of Citi Cards and are subject to the terms of a confidentiality agreement. ©2010 Citicorp Credit Services, Inc. <br />
  32. 32. Segmentation typing to ensure robustness and scalability of insights when applied to the entire customer / prospect populations<br />* Bubble sizes indicate segment's market size<br />200<br />180<br />Pace Non-SVC<br />7<br />160<br />15<br />67<br />11<br />24<br />27<br />140<br />19<br />38<br />21<br />1<br />13<br />22<br />34<br />48<br />41<br />120<br />57<br />36<br />31<br />4<br />5<br />18<br />37<br />17<br />Value <br />Propositions<br />Consumers<br />Channels<br />Interactions<br />40<br />2<br />3<br />12<br />39<br />6<br />8<br />20<br />45<br />100<br />30<br />62<br />55<br />43<br />9<br />26<br />50<br />68<br />25<br />46<br />53<br />58<br />42<br />23<br />80<br />49<br />47<br />54<br />14<br />69<br />16<br />44<br />65<br />35<br />33<br />51<br />60<br />66<br />52<br />10<br />28<br />60<br />63<br />61<br />70<br />64<br />29<br />59<br />11 / 19<br />10 / 22<br />11 / 3<br />10 / 14<br />11 / 8<br />Offer “A”<br />Phone<br />32<br />40<br />56<br />20<br />Offer “B”<br />Mail<br />0<br />-50<br />0<br />50<br />100<br />150<br />200<br />250<br />Pace SVC<br />Internet<br />Offer “C”<br />Face-<br />to-face<br />Offer “D”<br />Wireless<br />Offer “E”<br />MinimumMail Run<br />Lifestyle Needs<br />Offer “F”<br />Sequencing and Cadence<br />Call Center Capacity<br />Contact Preferences<br />ROI Hurdles<br />Multidimensional Insight - Optimized Business Rules<br />This presentation and the information in it are the confidential and proprietary work product of Citi Cards and are subject to the terms of a confidentiality agreement. ©2010 Citicorp Credit Services, Inc. <br />
  33. 33. <ul><li>Improved Marketing Spend efficiency (up to 15%)
  34. 34. Increased Acquisition and Cross-Sell rates
  35. 35. Reduced List Processing expenses (over 35%)
  36. 36. Improved Data efficiency / pricing based on streamlined infrastructure</li></ul>Financial<br />Business Impacts<br /><ul><li>Increased Speed-to-Market (up to 80%) based on reduced cycle times
  37. 37. Trigger based interactions
  38. 38. Cross channel integration
  39. 39. Real-time Point-of-Sale delivery
  40. 40. Enhanced Cross-Sell capabilities</li></ul>Marketing Processes<br />This presentation and the information in it are the confidential and proprietary work product of Citi Cards and are subject to the terms of a confidentiality agreement. ©2010 Citicorp Credit Services, Inc. <br />
  41. 41.
  42. 42.
  43. 43. What Cardmembers are saying…<br />Purchase Planner:<br />“[This was] very easy to understand. I am planning a big purchase and using the tool helped me figure out how much I could spend.”<br />Spend Analyzer: <br />“This [Spend Analyzer] is very helpful to me and will make me choose this over another credit card.”<br />Paydown Planner: <br />“It is about time that a credit card company provide a tool to help pay down a credit card and not just use more credit.”<br />16<br />
  44. 44. Engaging Customers <br /> Their data. Their benefit.<br /> Must build this into business unit strategic plans.<br /> Precision, speed, and granularity are delivered as relevance<br /> Highest value opportunities: extending this to prospects<br />
  45. 45. Card Customization<br />Always Carry a Balance<br />Excellent Credit<br />See All Offers<br />
  46. 46.
  47. 47. THANK YOU. QUESTIONS?<br />acxiom.com/LinkedIn<br />acxiom.com/Twitter<br />acxiom.com/FaceBook<br />

×