The Zombie Effect - Using Actionable Insight to Combat Brain-Dead Views of the Customer

FIGHTING THE ZOMBIE EFFECTUSING ACTIONABLE INSIGHT TO COMBAT BRAIN-DEAD VIEWS OF THE CUSTOMERGLEN DRUMMOND, CHIEF INNOVATION OFFICER

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HOW SATISFIED ARE YOU WITH YOUR SEGMENTATIO

POLLQUESTION #1

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CUSTOMER

EXPERIENCE

OUR STARTING POINT

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CUSTOMER

EXPERIENCE

TARGETING STRATEGY

OUR STARTING POINT

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CUSTOMER

EXPERIENCE

TARGETING STRATEGY

SEGMENTATION MODEL

OUR STARTING POINT

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YOUR CUSTOMER EXPERIENCE INITIATIVES MIGHT BE IN DANGER

WHAT YOU’LL LEARN• What is a zombie segment?

• What danger does it pose?

• Is the problem widespread?

• What can you do about it?

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WHAT DO THESE BRANDS HAVE IN COMMON?

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DISRUPTION

THINK ABOUT

THE CUSTOMEREXPERIENCE

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THINK ABOUT

THE CUSTOMER

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THINK ABOUT

THE CUSTOMERFLEXIBLY

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WHAT COULD POSSIBLY GO WRONG?

THOUGHT EXPERIMENT

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PICTURE A

VIKING

WOULD YOU TRUST THE CARE OF THESE KITTENS TO YOUR VIKING?

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HOW’S MY DRIVING?

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“THE

PROTOTYPE

EFFECT”

SOME EXAMPLES ARE MORE EXEMPLARY

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“THE PROTOTYPE EFFECT” AFFECTS OUR SENSE OF PROBABILITY @QUARRY @GDRUMMOND #CEBSUMMIT

THE ZOMBIE EFFECT

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“REALITY HAS CHANGED, BUT THE THEORY OF THE BUSINESS HAS NOT CHANGED WITH IT.”

PETER DRUCKER

ZOMBIE SEGMENTS• Cognitive prototypes

for “Customers”

• Strategically brain dead

• Still shuffling around

• Want your brain

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EPIDEMIC?

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THE STATE OF SEGMENTATION

$100MM to $10BB in salesSales, marketing and product development execsB2C and B2B companies

SAMPLE:

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THE STATE OF SEGMENTATION

$100MM to $10BB in salesSales, marketing and product development execsB2C and B2B companies

SAMPLE:

1 IN 5

don’t have a

segmentation model

(18%)

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say their segmentation model

is not noticeably different from

their competitors’

3 IN 4(70%)

Of those that have one, nearly

THE STATE OF SEGMENTATION

$100MM to $10BB in salesSales, marketing and product development execsB2C and B2B companies

SAMPLE:

1 IN 5

don’t have a

segmentation model

(18%)

@QUARRY @GDRUMMOND #CEBSUMMIT

say their segmentation model

is not noticeably different from

their competitors’

3 IN 4(70%)

Of those that have one, nearly

THE STATE OF SEGMENTATION

$100MM to $10BB in salesSales, marketing and product development execsB2C and B2B companies

SAMPLE:

1 IN 5

don’t have a

segmentation model

(18%)let statistical modeling

determine their

segmentation model

Almost

1 IN 7(15%)

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say their segmentation model

is not noticeably different from

their competitors’

3 IN 4(70%)

Of those that have one, nearly

THE STATE OF SEGMENTATION

$100MM to $10BB in salesSales, marketing and product development execsB2C and B2B companies

SAMPLE:

1 IN 5

don’t have a

segmentation model

(18%)let statistical modeling

determine their

segmentation model

Almost

1 IN 7(15%)

use a single, common

segmentation

model across their

organization

1 IN 10(10%)

Just

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POLL QUESTION #2

WHAT PERCENTAGE OF RESPONDENTS DO YOU THINK WERE SATISFIED WITH THEIR SEGMENTATION

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POLL QUESTION #2

OF RESPONDENTS WERE SATISFIED WITH THEIR SEGMENTATION MODEL.

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60

%

YIKES! WE’VE GOT ZOMBIES

AVOIDING THE APOCALYPSE

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HOW JOHN DEERE FOUGHT THE ZOMBIE EFFECT (AND YOU CAN TOO)

MYS

TERY

DA

TA

KNOWL

EDGE

INSI

GHT

INNOVA

TION

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DEFINE THE PROBLEM FOR RESEARCH

MYS

TER

Y

DA

TA

KNOWL

EDGE

INSI

GHT

INNOVA

TION

@GDRUMMOND #CEBSUMMIT

GO ONSITE TO GET INSIGHT

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TER

Y

DA

TA

KNOWL

EDGE

INSI

GHT

INNOVA

TION

Motivation 1 Motivation 2

PAY ATTENTION TO UNARTICULATED CUSTOMER NEEDS

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Motivations in conflict

MYS

TER

Y

DA

TA

KNOWL

EDGE

INSI

GHT

INNOVA

TION

INTEGRATE QUALITATIVE AND QUANTITATIVE RESEARCHWITHOUT WITH

@GDRUMMOND #CEBSUMMIT MYS

TER

Y

DA

TA

KNOWL

EDGE

INSI

GHT

INNOVA

TION

BUILD A SINGLE, ACTIONABLE CUSTOMER FRAMEWORK

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TER

Y

DA

TA

KNOWL

EDGE

INSI

GHT

INNOVA

TION

Source: John Deere

STRUCTURE BEHAVIORAL AND DEMOGRAPHIC DATA AROUND ATTITUDINAL DIFFERENCES

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TER

Y

DA

TA

KNOWL

EDGE

INSI

GHT

INNOVA

TION

ATTITUDINAL

DEMOGRAPHIC

BEHAVIORAL

DEVELOP EMPATHY WITH PERSONAS

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TER

Y

DA

TA

KNOWL

EDGE

INSI

GHT

INNOVA

TION

USE THE MODEL TO STRUCTURE AND INTEGRATE OTHER DATA

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TER

Y

DA

TA

KNOWL

EDGE

INSI

GHT

INNOVA

TION

DRIVE ACTIONABILITY WITH TOOLS

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TER

Y

DA

TA

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INSI

GHT

INNOVA

TION

Product-segment

interlock tool

Purchase path maps

(by persona)

Persona

baseball cards

Segment classification

tool

Segment actionability

matrix

Source: John Deere

BUILD AN INTEGRATED CUSTOMER EXPERIENCE ACROSS TOUCHPOINTS

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TER

Y

DA

TA

KNOWL

EDGE

INSI

GHT

INNOVA

TION

BRING CUSTOMER EXPERIENCE TO LIFE

HOW SATISFIED ARE YOU WITH YOUR SEGMENTATI

POLL QUESTION #3

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ARM YOURSELFQUARRY.COM/

ZOMBIESgdrummond@quarry.com

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