CUSTOMERCENTRIC MARKETING

THEAGENDA

1. Who are the Union and why are we here?

2. What is Customer Centricity?

3. A Roadmap

4. The Scottish Friendly experience

THEUNION

UNIONCLIENTS

CUSTOMERCENTRIC MARKETING

OURCLIENTS

DATASHARPENING

CUSTOMERCENTRICITY

“You’ve gotta start with the customer

experience and work backwards to the

technology”

Steve Jobs, Apple

1 DATA

STRATEGY3

ANALYTICS2

DATA & TECHNOLOGY PLATFORMS4

AROADMAP

stated they’d be less likely to buy from a company who sends them multiple communications that are irrelevant and don’t meet their needs.

of consumers say they’re likely to switch brands if a company doesn’t make an effort to personalise communications to them

of retail financial services professionals say that improving the customer experience is their number one objective.

of organisations that invest in personalised consumer experiences agree it significantly contributes to increasing business profitability.

90%

85%

52%

40%

INDUSTRYPERSPECTIVE

10 x more

profitable

Source: rapp dataiq connected consumer report 2017

Only 1 in 10individualise

customer experience

HUGEOPPORTUNITY

COMMON CHALLENGES

}

INFORMATION

WITHOUT ACTIONTOO MUCH DATA AND

SCATTERED INSIGHTS

ORGANISATIONAL

SILOS

SOMERISKS

1 DATA

STRATEGY3

ANALYTICS2

DATA & TECHNOLOGY PLATFORMS4

AROADMAP

1 DATA

AROADMAP

DATA AUDIT

“A single customer view is the nirvana still being sought by the marketing majority”

?• Audit what you already have

• Start with where you are now

• Ask questions.

DATA AUDIT What do you already know?

What data is linked to customers?

What would you like to know?

Is your data easily accessible?

What could we learn by integrating more?

We know this, therefore…

REPORTING PLATFORM

A DATALANDSCAPE

CRM SAP/ERP

EXTERNAL DATA COMPLAINTS DATA

TECHNICAL DATA

GOOGLE ANALYTICS

E-COMMERCE SITE-CORE QUOTES

APPSIS

ENQUIRERS

DATADATAJUST DO ITS BREAKAGES

COMPLAINTS

• No Single Customer View • Data is fragmented across different operational

systems• Reporting platform can’t provide customer

insight or analytics capability

1 DATA AUDIT

ANALYTICS2

AROADMAP

ANALYTIC PLATFORMS

FLEXIBLE

ACCESSIBLE

ROBUST

FACILITATESDATA

ENGINEERING

CARRY OUT TEST

MEASURE &

EVALUATE

DRAW CONCLUSIONS

ESTABLISH IMPLICATIONS

TEST & LEARN

ESTABLISH NEW CONTROL

OPTIMISE & IMPROVE CREATIVE

1 DATA AUDIT

STRATEGY3

ANALYTICS PLATFORM2

AROADMAP

DATA SHARPENING TODELIVER INDIVIDUALISATIONMARKETING

EFFECTIVENESSROI

CUSTOMERS VS. PROSPECTS

MULTIPLE SEGMENTATIONS

BROADCASTCAMPAIGNS

SEGMENTATION MODEL

ONE 2 ONE MARKETING

GOLDEN RULES

SIGNIFICANT DIFFERENTIATION

Real variation actually exists that can be exploited by varying

communications’ content, offer, media channel, etc.

RETURN ON INVESTMENT

Any additional expense incurred by the individualisation by using differentiated

content delivers a measurable and positive uplift in desired outcome

CHOOSING ACONTACT STRATEGY

SEGMENTATIONTreat groups of customers differently:• Proposition• Communications strategy• Different channel strategy

NEXT BEST ACTIONDifferent actions for each customer:• Reduce costs• Offer new product• Enhance existing product

CentralisedDecisions

“We are now using analytics-driven product recommendations on our inbound contact

centre channel.

Because the suggestions are targeted and relevant, we have seen an eight percent uplift in our conversion rates.”

Stephen Ingledew, Standard Life, 2016

SET CLEAR

OBJECTIVES FOR

THE MODEL

CONSIDER HOW

MUCH DIFFERENTIATION

YOU CAN

COPE WITH

START WITH YOUR

CURRENT DATA

AND CURRENT

MARKETING

STRATEGY

DECIDE HOW

THE MODEL WILL

BE IMPLEMENTED

AND USED

SEGMENTATIONSUMMARY

NEXTBEST ACTION

Triggered spend and save life events

BEST PRODUCT / ACTION SEGMENT 1

BEST PRODUCT / ACTION SEGMENT 2

BEST PRODUCT / ACTION SEGMENT 3

Triggered spend and save life events

CUSTOMERCENTRIC TRIGGER

BEST ACTION BEST TIME SEGMENT 3

BEST ACTION BEST TIME SEGMENT 2

BEST ACTION BEST TIME SEGMENT 1

1 DATA AUDIT

COMMUNICATIONS STRATEGY3

ANALYTICS PLATFORM2

AROADMAP

DATA & TECHNOLOGY PLATFORMS4

• Data Audit• Start with what you have and know

• Connect Channels when you can and when you need to

• Use Analytics to learn what works• Introduce predicitive modelling (machine learnt or human)

• Consider your sales attribution models

• Test and Learn approach – fail fast and often if you can afford it

• Determine your Contact Strategy• Next best action

• Segmentation

• Don’t• Invest in a Technology Platform too early

• Spend money on integration until you prove it works

CHECKLIST FORCUSTOMER CENTRICITY

FOR MORE INFORMATION PLEASE CONTACT DANIEL BATEY

daniel.batey@uniondata.co.uk

uniondirect.co.ukunion.co.uk

THANK YOUVERY MUCH