And now, in the name

of Differentiation, we

need to Focus on

Personalized and

Proactive Service

Then someone

invented that Stories

and Values could rule

the world

(The Storytelling

Emotional Era)

Once upon the time

Product Features were

the dominant factor

(The Rational Era)

In order to achieve strategic goals companies need to understand

customer experience behavior and utilize customer data

• Fonecta Enterprise Solutions’ empirical results show that the best digital customer experience is based on the customer’s personalized experience and content.

– Personal / Personalized = Better Service

– Personal / Personalized = Better Sales revenue

• By recognizing the customer adequately you have a powerful tool to collect and target customer info channel-independently

• With the correct customer data and knowledge, companies are able to carry out more effective sales and marketing processes

– Understanding the current state of data, creates boundary rules for optimization and sets guidelines to

development work.

– Enriching and adjusting customer profiles. Fonecta Enterprise Solutions use customer’s own data and several Fonecta BtoB and BtoC registers. We also have many other tools like unique rating / scoring system based on consumer buying behavior.

– Focus on quality of your data rather than quantity – After capturing everything, focus on feeding your analytics solution with the data that matters most.

• The objective of using current state analysis and mapping is to create solid foundation to more personalized user-centric marketing. Marketing which is not pure selling but customer demand care and service.

Customer behavior becomes profitable when you provide right

products to the right customers at the right time using the right

communication channel.

Key to this is high quality data.

Adaptive

and personalized

Sales Funnel

Right

customer

Right

target

Right

time

Marketing

as a service

Optimization Optimization

How can I define the

relationship between

the product and its

customer?

Is the Value objective

(universal) or can it be

subjective (individual)?

What is the Primary

Value of my product or

service?

• Offline-analytics is used for mapping the existing customer data. Online-analytics is used for enriching the existing customer data and specifying the customer behavior.

• Meters gathering the customer data are implemented to digital channels and same meters must be strictly tied to business goals and objectives.

– Hypotheses related to customer data are also used as a base

– By the help of on-line analytics hypothesis can be determined more accurately and are transferred to tools helping to utilize customer data

• The big benefit of web analytics is being concretized in two ways:

1) x-ray of customer experience

2) concrete information on buying behavior leading to purchase

A fusion of online and offline data determines the

accuracy