1 / 20

Single view of the customer

Michael Grange @ mdgrange. Single view of the customer. Terminology. Single V iew of the Customer = Single Customer View (SCV). Some context. GetMoreEngagement.com 2013 67% of online shoppers have made purchases in the past 6 months that have involved multiple channels.

kane-cobb
Télécharger la présentation

Single view of the customer

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Michael Grange @mdgrange Single viewof the customer

  2. Terminology Single View of the Customer = Single Customer View (SCV)

  3. Some context • GetMoreEngagement.com 2013 • 67% of online shoppers have made purchases in the past 6 months that have involved multiple channels. • 47% expect to be able to return purchases through a different channel than the purchase channel. • AMEX Global Customer Service Barometer 2012 • 26% of consumers have experienced being transferred from agent to agent without any resolution of their problem. • Synthetix 2012 • 90% of consumers expect to receive a consistent experience over multiple customer contact channels. • 65% of consumers have received inconsistent information when contacting brands via multiple channels.

  4. What is the SCV? “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” Jeff Bezos, Founder and CEO of Amazon, Inc.

  5. What is the SCV? Source: http://home.alchemetrics.co.uk/our-products/informa-single-customer-view/

  6. What is the SCV? Source: https://econsultancy.com/blog/62182-the-single-customer-view-is-dead-long-live-the-single-individual-view

  7. It’s all about the brand! “Nothing devalues trust in a brand like a broken promise.” SCV report from Red Ant, 2014

  8. It’s all about the brand! • The ‘social contract’ between the brand and consumer is stronger than ever. “Customers are rarely shy about advertising when they have been let down, especially those that have taken the trouble to engage.” Red Ant, 2014

  9. It’s all about the brand! Source: A new breed of brand advocates Social networking redefines consumer Engagement, Deloitte 2010

  10. It’s all about the brand! Source: Gaining the single customer view in a multi-channel World, Red Ant 2014

  11. It’s all about the brand! “SCV business benefits - Improved customer engagement - Ability to make optimum strategic decision making - Achieve operational efficiencies” Experian - Data Quality Services Well, I say it’s all about the brand……

  12. It’s all about the CX! “Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.” Chip Bell “The goal as a company is to have customer service that is not just the best but legendary.” Sam Walton, Founder of Walmart

  13. It’s all about the CX! • Good customer service for each channel is no longer good enough! • Cross channel is the target, and the feedback isn’t so good…! • Synthetix2012 • 90% of consumers expect to receive a consistent experience over multiple customer contact channels. • 65% of consumers have received inconsistent information when contacting brands via multiple channels.

  14. It’s all about the CX! • Personalise communications, offers and customer experience, and increase brand loyalty – across the channels! • “It costs 5 to 10 times as much to win a new customer as it does to keep a customer, and a 5% increase in customer loyalty can translate into a 75% increase in profitability.” The Loyalty Effect, Fred Reichheld 1996

  15. One approach… “Do what you do so well that they will want to see it again, and bring their friends.” Walt Disney

  16. One approach… • Seamless customer experience, regardless of the chosen channel: • Connected identities • Single system across the channels • Multiple touch-points for brand engagement • Target: • multiple channels of service • multi-channel service

  17. One approach… • More efficient operation​ • Single knowledge base and customer service tool • Efficiencies of scale with a multi-skilled workforce • Improved customer insight & personalisation • Personalised experience​ for customers • Targeted marketing​ & loyalty programmes • Improved customer satisfaction​ • Higher customer retention​ • Customer advocacy in a social world​

  18. …and the verdict is?

  19. …and the verdict is? • HUGE amounts of data to sort through! • Rationalisation of the data warehouse • Cost vs. Benefit data analysis • Location & well-being? • There’s “identity” and there’s “identity”…! • Re-architecting the data • Dynamic vs. Static • Customers evolve – habits change • Service Orientated Architecture • In-house & 3rd party

  20. Any questions? “Having a Single View of Customer data, is not the same as having a Single Customer View.” Michael Grange @mdgrange

More Related