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Retention is the Key to True Customer Centricity
Start Driving Insight-Rich Customer Interactions Today
Prepared for: Loyalty360 Members October 13, 2016
© 2016 Pointilist All rights reserved. Page | 2
What We Will Cover
1. Introductions – who we are and what is Pointillist
2. What does it take to be customer-centric, and what value does it bring?
3. The evolution of roles and analytics tools
4. Brief demonstration of Pointillist, with a current use case
5. Conclusion / Q&A
© 2016 Pointilist All rights reserved. Page | 3
Your Presenters
PARAG PATHAK DAVID HAZELTINE Head of Product Marketing Director, Demand Gen Pointillist Pointillist
© 2016 Pointilist All rights reserved. Page | 4
Who We Are
o Customer Journey Orchestration Engine
o revolutionizing how B2C organizations retain their customers
o driving real-time behavioral insights and influences individual journeys – in the moment
© 2016 Pointilist All rights reserved. Page | 6
On the Consumer Side…
Engaged consumers… buy nearly twice as frequently as their unengaged
counterparts spend 60% more per transaction, and deliver 23% more revenue.
87% of consumers say brands need to put more effort into
providing them with a seamless experience. 73% say that brands pay more attention to generating sales
across channels than to providing an integrated customer experience.
© 2016 Pointilist All rights reserved. Page | 7
On the Marketer’s Side…
29% say data is primarily a metrics driver to prove the value being driven by marketing. 68% of marketers say focusing on personalization and analyzing behavioral data boosts ROI – and 74% say it bolsters engagement.
36% are struggling to identify individual customer behavior information at scale.
© 2016 Pointilist All rights reserved. Page | 8
On the Marketer’s Side…
42% of organizations feel they cannot drill into enough detail within their data to gather actionable insights.
Only 23% have invested in predictive tools; 33% are enriching profiles with third-party data; 24% pull insights from customer forums or panels.
© 2016 Pointilist All rights reserved. Page | 10
Audience Poll #1…
Does your organization have a formal plan in place to increase customer retention?
o Our retention rates are already great!
o Yes, we have a plan
o No, but we’re discussing it
o I wish we had a plan
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What does it mean to be “Customer-Centric?”
Customer Centricity Is NOT…
Focusing on the “average” customer. Courting and retaining low-quality
customers. Underspending on acquiring high-quality
customers.
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What does it mean to be “Customer-Centric?”
Customer Centricity IS…
Using customer data to better understand and segment your customers.
Identifying your best customers and non-buyers. Focusing on products and services for those best
customers. Using Customer Lifetime Value (CLV) to segment your
customers. Bringing all departments together to work from a
customer-centric standpoint, rather than a product-centric perspective, to profit from the most valuable customers.
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What’s the Value of Becoming Customer-Centric?
66% of marketing leaders do not know how much their
customers are worth to their organization. Companies have a potential 17% increase in sales when
they identify and maximize top-value customers.
Customer retention yields better profits than customer acquisition; increasing retention rates by just 5% increases profits by 25 to 95%.
© 2016 Pointilist All rights reserved. Page | 15
The Evolution of Roles
YESTERDAY TODAY
Business Analyst,
Data Scientist, IT Marketing e-Commerce Customer Experience / Loyalty pros
© 2016 Pointilist All rights reserved. Page | 16
The Evolution of Analytics Tools
TRADITIONAL DATA-CENTRIC CUSTOMER-CENTRIC TOOLS TOOLS TOOLS
© 2016 Pointilist All rights reserved. Page | 17
Audience Poll #2
Who at your organization is currently most responsible for providing customer insights? oMarketing
o IT
o Business Analyst / Data Scientist o Our agency (outsourced)
© 2016 Pointilist All rights reserved. Page | 18
Do You Really Know Your Customers?
Are you revealing meaningful customer journeys? Is the data you are analyzing actionable data? What if you had the ability to actually predict customer journeys? Better yet… what if you could INFLUENCE and DRIVE those journeys?
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The Power of a Journey Orchestration Engine…
The Basic Fundamentals Behind a Journey Orchestration Engine:
1. UNIFY – via collecting agile, real-time data
2. IDENTIFY – via high-velocity insights
3. CONNECT – via rapidly capturing opportunities
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The Value of a Journey Orchestration Engine…
Lowers Acquisition Costs
Increases Initial Conversions
Maximizes App Usage
Predicts Purchase Intent
Grows Share-of-Wallet
Increases Retention
Increases CLV
Increases Revenue
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As the saying goes…
“A journey of a thousand miles
begins with the first step.”
Just thinking or talking about increasing your retention rates and becoming customer-centric will not help you reach your goals – you have to take that first step.
© 2016 Pointilist All rights reserved. Page | 24
We’d Love to Hear From You!
Meet Pointillist at the Engagement Expo in Denver!
Follow Us: @PointillistView on Twitter
“Pointillist” on Linked In, Facebook, and Google+
“PointillistSolutions” on Instagram
Contact Us:
@paraghpathak
@davidhazeltine