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Taking A 360 Degree View Of The
Customer
Dr. Vikram Venkateswaran, Marketing leader & Digital Evangelist
30th September 2016
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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
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So, why are you
here?
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A small story about my move to Bangalore
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Why is a 360 Degree view important ?
• Cross Sell
• Up Sell
• Context-specific offers
• Customer Delight
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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
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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
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So, what does 360 degree view look like?
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Single view of the patient
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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
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Some Indian
examples
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Much more than an identifier
Understanding borrowers better
Providing the right drive experience
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Making customers cosmetics savvy
Nurturing the biking culture
Mapped to customer life events
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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
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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
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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
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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
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