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IT’S NOT THE PRODUCT –THE CUSTOMER IS KING
Michael LummusProduct Manager
Acxiom Marketing Database Services
Just 8% of their customers agree
Source - Bain
INTERBRAND FINDINGS
> TODAY’S BRANDS CAN’T HIDE ANYTHING FROM CONSUMERS
> NOW CUSTOMERS CAN LET THE WORLD KNOW HOW THEY FEEL
> TRUST AND CUSTOMER LOYALTY: IN TODAY’S MARKETPLACE, THESE ARE THE WORDS THAT MATTER MOST
COCA-COLA: A 124-YEAR-OLD BRAND STAYS RELEVANT
“Now information flows in many directions, consumer touch points have multiplied, and the old, one-size-fits-all approach has given way to precision marketing and one-to-one communications.”
Joe TripodiChief Marketing and Commercial OfficerCoca-Cola Company
FORD: USING CUSTOMER FEEDBACK TO MAKE A BRAND COMEBACK
“As a best-case model for how to use social media effectively, Ford isn’t just soliciting customer feedback, it is responding to it.”Interbrand’s Best Global Brands
KEY TRENDS
The rise of the consumer
The demise of the mass market
The loyalty paradox
Customer Segmentation
The Customer Lifecycle
Personalization of the
Experience
KEY CONCEPTS
SEGMENTATION
IDENTIFYING SEGMENTS: CLOTHING RETAILER
0 1 2 3 4 5 6 7 8 9 $-
$50 $100 $150 $200 $250 $300 $350 $400 $450 $500
Visits last 12 months
Avg
. Spe
nd p
er V
isit
•Female•Ages 25-44
•Male•Holiday Shopper Friends
and Family
Loyal Shoppers
•Female•Ages 45-64
Up and Coming
11
Product Offers: • New seasonal launches • Gift with purchase offers
Preferred Channels: All
Talking points: • Holidays reminder campaigns• Online gift selector tool• Gift packaging offers
Talking Points: • Financial Incentives (percent or dollar off) • Lower priced, entry level product line
Preferred Channels: Online
Loyal Shoppers
Up and Coming
Friends & Family
CUSTOMER SEGMENTS: CLOTHING RETAILER
CUSTOMER LIFECYCLE
THE CUSTOMER LIFECYCLE
>Describes an ongoing relationship>Forces us to shift to the customer’s point of
view>Matches consumer activities with relevant
products and communications>Addresses the bias toward new customer
acquisition activities
OPPORTUNITIES ACROSS THE CUSTOMER LIFECYCLE:
Cust
omer
Val
ue
Incliner Maturity InactiveDeclinerNew Customer Reactivate
Customer Life
High-Potential Prospecting
Driving New Occasions
Migrate 80/20 Performance
Managing Attrition
WinbackOutgrowing the Segment
PERSONALIZED EXPERIENCE
PERSONALIZED SHOPPING EXPERIENCE
EXTREME CONFIGURATION
USER GENERATED CONTENT
MASS CUSTOMIZATION
PREFERENCE CENTERS
THANK YOU.
Linkedin.com/in/mlummus Twitter.com/lummusm
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