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This Time it’s Personal The Practicality of Turning Insight into Action

This Time it’s Personal The Practicality of Turning Insight into Action. “FORECASTING RAIN DOESN’T COUNT. BUILDING ARKS DOES .” WARREN BUFFETT. Business is competing in a world of changing operating models and increasing consumer expectations…….

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This Time it’s Personal The Practicality of Turning Insight into Action

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  1. This Time it’s PersonalThe Practicality of Turning Insight into Action

  2. “FORECASTING RAIN DOESN’T COUNT.BUILDING ARKS DOES.”WARREN BUFFETT

  3. Business is competing in a world of changing operating models and increasing consumer expectations…… Winning through exceptional service, and delivering a memorable and positive experience Highly targeted Individual Experiences Services Goods Winning through efficiency, transparency, responsibility and on price Scalable Generic Commodities Avoiding a “Race to the Bottom”

  4. “Customer experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship” It’s easier to do business with existing customers than win new ones Competitiveness based on product /service price or features is increasingly unsustainable Good and bad experiences are easier to amplify than ever

  5. What is customer intimacy in practice? It’s multiple customer intimacy levels and scopes…. Making most appropriate offers Maximising lifetime value No surprises Delivering on moments of truth Shaping core products, services and processes around customer preferences through collaboration Shaping Delivering the most appropriate customer experience – requires empowered people with the right information, policies Acting Depth of customer intimacy strategy Making customer knowledge available to the right channels so that it can be acted on Surfacing Having an integrated view of customers, their preferences and their behaviour Most people work mostly on this Knowing Marketing Sales Operations Service Scope of customer intimacy strategy

  6. Real customer intimacy requires real business integration A customer’s journeys range back and forth across business silos; your ability to act optimally depends on capabilities being integrated around customer needs through each journey A customer’s journey Shaping Acting Depth of customer intimacy strategy The right knowledge must be provided to the right systems and empowered employees – across channels Surfacing Knowing Integrated knowledge of customers and their behaviour is essential Marketing Sales Operations Service Scope of customer intimacy strategy

  7. Where is a good place to start? Orbital Customer Intimacy Maturity Model provides a company or division with specific focus areas.. Shaping Each box mapped against a maturity model Acting Depth of customer intimacy strategy Surfacing Knowing Marketing Sales Operations Service Scope of customer intimacy strategy

  8. Group Revenues of £2,230m in 2011 • Coach Business in UK revenues of £259m. • Key part of vision is “...to earn the lifetime loyalty of our customers.” • Working with Orbital as part of strategic review against this vision.

  9. Loyalty Programme Trip Profile Person Profile Facilities Pre-Journey Journey Post-Journey Personas Personalisation Input to Profiling systems Marketing intelligence Events Research Notification Interactive Experience Cross Sell Flexibility Maximise Opportunity Channel Preference? Best Price Optimised load Pay • Who is this? • Student • OAP • … • Why? • Price • … Manual Processes Input to Asset Management And Schedule Change? Schedule Route Cancel … Asset Management Schedule

  10. History, Recommendations, Offers Loyalty programme Customer Knowledge Spiral Next-Journey Pre-Journey Research Profile / Event Matching Event, Rules, Schedules, Profile Right Price Process and integration Manage/Change Booking Post-Journey Journey In journey feedback Post “experience” feedback • Direct and social media feeds Input into Insight and Profile database • Process invocation Real time capture, scorecard And reporting

  11. Key Take Aways…. True customer intimacy requires an integrated approach. “Acting on Insight” is where the real payback lies. Be able to answer the “So What?” question. A focus on the Customer (or Citizen) experience avoids getting caught in “the race to the bottom”.

  12. And finally - coming soon….(watch your inbox over next month!)Customer Intimacy Survey in conjunction with leading technology analyst firm MWD.A free survey that will give you some valuable and tailored content, plus a view on what others are doing.

  13. Thanks for listening!And please feel free to get in touch…. @nigelwinship @marksampson nigel.winship@orbital-ltd.com mks@marksampson.com www.orbital-ltd.com www.marksampson.com

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