live webinar: insights2020 readout | driving growth through customer centricity
TRANSCRIPT
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DRIVING GROWTH THROUGH CUSTOMER CENTRICITY
NOVEMBER 2015
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Introductions
2
Marc de Swaan Arons CMO and Executive Board member
Millward Brown Vermeer
Christina Jenkins Director, Global Research
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Insights2020 Partners
@insights2020
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Strategy
@insights2020
Segmentation
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Strategy
@insights2020
Purposeful Positioning
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Structure
@insights2020
Marketing Organization
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Capability
@insights2020
Masters of Marketing in a Digital Age
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Valuation
@insights2020
Brand & Marketing Mix Valuation
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Thought Leadership
@insights2020 9
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Thought Leadership
@insights2020
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Thought Leadership
Big Insights Purposeful Positioning
Total Experience
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Thought Leadership
@insights2020
Big Insights Purposeful Positioning
Total Experience
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Today
@insights2020
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Today
@insights2020
Today
Video
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Welcome to the connected society
212 Billion Sensor enabled
devices
2008 2015 2020
7 Billion
25 Billion
50 Billion
Connected devices
! Connected Society
Data People
Process Devices
@insights2020
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Traditional value drivers no longer provide competitive advantage
1900 - 1960
1960 - 1990
1990 - 2010
2010 - PRESENT
Age of manufacturing
Age of Distribution
Age of Information Technology
Age of the Connected Customer
@insights2020
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Everybody talks about Customer Centricity
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But ... does it drive business growth?
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Insights2020 focus
HOW to achieve
Customer Centricity?
WHAT are the drivers of
Customer Centricity?
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The Insights2020 Coalition
Founding Partners Publishing Partners
@insights2020
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Largest and most global I&A study ever conducted
60 Markets 337 Vision Interviews 10,495 Survey Respondents
• LinkedIn Behaviorial Analysis • Wharton Crowd Sourcing • 8 Global research teams • Cross-industry, Cross-function
@insights2020
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Overperformers vs Underperformers
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Opportunities
Insights into action across all
touchpoints
Behavioral Data Personalization Brand
Purpose
Especially true for overperformers
@insights2020
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Challenges
Internal silos & bureaucracy
Legacy of structure & functions
Making sense of data
Recruiting wholebrain
people
Especially true for underperformers
Especially true for overperformers
@insights2020
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Key dimensions of Customer-Centric growth
CUSTOMER CENTRIC
GROWTH
TOTAL EXPERIENCE
CUSTOMER OBSESSION
INSIGHTS ENGINE
@insights2020
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Key dimensions of Customer-Centric growth
1. Purpose-led 2. Data-driven customization 3. Touch point consistency
TOTAL EXPERIENCE
CUSTOMER OBSESSION
INSIGHTS ENGINE
CUSTOMER CENTRIC
GROWTH
@insights2020
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Driver 1. Purpose-led
Link everything to a clear brand purpose
80% 32%
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Driver 2. Data-driven customization
Creating experiences based on data driven insights
73% 31%
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Driver 3. Touch point consistency
I&A to drive consistency across all touch points
64% 29%
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Key dimensions of Customer-Centric growth
4. Embraced by all 5. Leadership priority 6. Collaboration 7. Experimentation TOTAL
EXPERIENCE CUSTOMER OBSESSION
INSIGHTS ENGINE
CUSTOMER CENTRIC
GROWTH
@insights2020
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Driver 4. Embraced by all
Customer Centricity is fully embraced by all functions
79% 13%
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Driver 5. Leadership priority
Customer Centricity is a top priority for leaders
Incentives are based on customer related KPIs
91% 48%
45% 24%
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Driver 6. Collaboration
Work closely with customers
72% 45%
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Driver 7. Experimentation
Embracing risk and experimentation
40% 13%
@insights2020
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Key dimensions of Customer-Centric growth
8. Leading role of I&A 9. Unlocking the power of data 10. Critical capabilities
TOTAL EXPERIENCE
CUSTOMER OBSESSION
INSIGHTS ENGINE
CUSTOMER CENTRIC
GROWTH
@insights2020
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Driver 8. Leading role of I&A
51% 18%
I&A leading the business
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Driver 8. Leading role of I&A
I&A reports into the CEO
29% 12%
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Driver 9. Unlocking the Power of Data
THE ECONOMIC GRAPH Linking different data sources to distil insights
67% 34%
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Driver 10. Critical Capabilities
Storytelling 61%
37%
Business Sense 75%
50%
‘Wholebrain’ thinking 71% 42%
@insights2020
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10 drivers of Customer-Centric growth
8. Leading role of I&A 9. Unlocking the power of data 10. Critical capabilities
4. Embraced by all 5. Leadership priority 6. Collaboration 7. Experimentation
1. Purpose-led 2. Data-driven customization 3. Touch point consistency
@insights2020
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45%
53%
61%
+8%
+2%
+3%
Total Experience
Supporting scorecard
• Purpose-led • Data-driven customization • Touch point consistency
• Leading role of I&A • Unlocking the power of data • Critical Capabilities
• Embraced by all • Leadership priority • Collaboration • Experimentation
Customer Obsession
Insights Engine
Revenue Growth Potential
+2.8%
ILLUSTRATIVE NUMBERS
73%
49%
53%
+2%
+5%
+3%
+9%
-6%
-2%
+3%
-7%
-9%
-6%
-2%
SCORE GAP vs
BENCHMARK AMBITION
SCORE GAP vs
BENCHMARK AMBITION
SCORE GAP vs
BENCHMARK AMBITION
+5%
63% 75% 61% 34%
+5% +3% +4% +6% -2%
@insights2020
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NOW what?
ü
Focus on products and services Focus on Total Experience
@insights2020
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ü
NOW what?
Focus on detail of data Focus on actionability of data
@insights2020
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ü
NOW what?
Manage risk Experiment!
@insights2020
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ü
NOW what?
Deliver to customers Co-create and innovate with customers
@insights2020
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Join us!
Collaborating
Experimenting
movement
Crowd Sourcing
Data collecting
Publishing Sharing
Networking
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Next steps – Insights2020 Movement
47
5
4
3
2 Linking multiple data sources
Data as service to the customer
On- and offline integrated
1 Know what data you have
Predictive, Forward looking
@insights2020
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2015 Global Insights2020 Q4 Events
48
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2015 Publicity
49
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2016 CMO and I&A Round Tables
50
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Coverage – 2016