msms2015 adopting holistic customer insight public
TRANSCRIPT
Paul Laughlin, Managing Director, Laughlin Consultancy @LaughlinPaul
Adopting Holistic Customer Insight
#MSMS2015
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What is customer insight?
❖ Data
❖ Analytics
❖ Research
❖ Database Marketing
“A non-obvious understanding about your customers, which if acted upon, has the potential to
change their behaviour for mutual benefit”
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How does it add value?
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Insight Value
Creator
Customer Strategy
Voice of the Customer
Targeted Customer Interactions
Evidence of Customer-Centricity
Product/Channel Neutrality
Silos in your Customer Insight
Product 1 Product 2
Brand A
Brand B
Brand C
Channel A Channel B
Finance
Marketing
Service
Data team
Analysis team
Research team
Challenges of Multi-Channel Data
CustomerData
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• Map common customer journeys
• What do you need to know to improve?
• Capture data that you need to use
• Use Data Modelling to design storage
Analysing your Customers
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Customer Analysis
Segmentations to guide Participation
Behavioural Analytics to guide Proposition design
Predictive Analytics to target Promotions
Marketing Analytics to measure Profitability
Researching your Customers
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• Customer Metric (NPS/CES/CSat)
• Focus Groups/Panels/Ethnographic etc
• Primary research (after secondary)
• Interpretation (inc. behavioural biases)
Customer Research
Analysis + Research
Why will they churn?
Do we care?Are they likely to churn again?
Would we succeed?
High price,lagging product, poor service ...
Waive fee,free upgrade,product bundle ...
What could we do to retain them?
30%
70%
T
$
Current Value
Lifetime Value
Low
High
Who is at risk of churning?
© Gareth Herschel, Gartner CRM Summit
Database Marketing your Customers
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• Targeting
• Executing
• Measuring
• Test & Learn as BAU
Database Marketing
Marketing TargetingPropensity
to Buy Product
Propensity to Product
Loyalty
Propensity to Repeat Purchase
Propensity to Brand
Response
Propensity to Channel Response
TimingEvent
TriggersLife Stages
Suppressions & Permissions
Optimal Aggregation
Optimal Brand
Optimal Channel/Media
Target Segments
Regional Focus
Personalised Comms
Attitudinal Offers
Holistic Customer Insight
CustomerData
Customer Research
Customer Analysis
Database Marketing
Feel Experiences
Test Hypotheses
ConvergeEvidence
Structured questioning to
generate Insights
Consider in market &competitor context
Visual communication of compelling stories
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1. Cross functional teams review data, research and analysis to answer a set of
core questions about their target customer and “map the evidence”
2. Those “Evidence Maps” are reviewed to identify key
customer themes
3. Structured questioning techniques are used to dig deeper to develop insights
A “Customer Insight” is:
A non-obvious understanding about your customers, which if acted upon, has the potential to change their behaviour for
mutual benefit
4. Insights are prioritised & converged with opportunity
areas. to generate ideas
Insight Generation Workshops
Hybrid Skills needed
❖ Data Scientist
❖ Psychologist
❖ Artist/Storyteller
❖ Sales Coach
❖ Economist/Statistician
❖ People Leader
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Build an Action-Orientated Culture
❖ Need
❖ Actionability
❖ Output
❖ Progress
❖ Complete
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linkedin.com/in/paullaughlin
+44 (0)7446 958061
Contacting me:
customerinsightleader.com
laughlinconsultancy.com
@LaughlinPaul
© Laughlin Consultancy Ltd, not to be used without permission.