taking a 360 degree view of the customer

Taking A 360 Degree View Of The

Customer

Dr. Vikram Venkateswaran, Marketing leader & Digital Evangelist

30th September 2016

About Dr Vikram Venkateswaran

• Marketing leader • Digital evangelist • Founder , Healthcare in India, a social

movement for better health • Manchester United Fan Boy • The man of the house (literally) • Delhi born, raised Tamil, working in

Bangalore

So, why are you

here?

A small story about my move to Bangalore

Why is a 360 Degree view important ?

• Cross Sell

• Up Sell

• Context-specific offers

• Customer Delight

What is happening in the Industry

Customers expect CONTEXTUAL OFFERS delivered in an OMNI CHANNEL ENVIRONMENT focused on VISUAL EXPERIENCE which requires INTEGRATING HUMAN TOUCH POINTS WITH MACHINES

Leading to opportunities

To build a system that has a 360 degree view of the customer

To break silos to integrate systems

To integrate man and machine

To emphasize on the visual experience

So, what does 360 degree view look like?

Single view of the patient

Digital adoption by medical practitioners

70% connect

with other dental professionals

39% use

social media for marketing

60% use social

media to gain awareness about oral hygiene

50% use social

media for patient education

Download the report at www.healthcare-in-india.net

Some Indian

examples

Much more than an identifier

Understanding borrowers better

Providing the right drive experience

Making customers cosmetics savvy

Nurturing the biking culture

Mapped to customer life events

How can you go about it?

• Look at business and its goals and mission

• Based on this we need to figure out if building this view is feasible

• Build a roadmap for the vision

• The look at technology

Next Steps

• Do a small pilot

• Take 10 key customers that you might have

• Find out though meetings, Sales Data, CRM data and Social media more about them

• Build a 360 degree persona

• Use them in defining offers- For example Golf clinics

In the intermediate term

• If the pilot is successful

• Build the vision based on business imperatives

• Integrate technology

• Automate this persona building process

• Keep integrating other areas like blogs, notice boards etc

In the long term

• Build offers based on personas and not segments

• Integrate Artificial Intelligence capability to increase automation

• Focus on niches and divide every mass market into niches