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Page 1: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

Trends in Customer IntelligenceWhere the rubber meets the road in 2010

and beyond

January 14, 2010

A special thank you to:

Page 2: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

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Page 3: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

Today’s Speaker

Moderator

Hallie Mummert

Editor in Chief

Target Marketing

Dave Frankland

Senior Analyst

Forrester Research

Page 4: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

Trends In Customer Intelligence

Dave Frankland

Principal Analyst

Forrester Research

Target Marketing webinar

January 14, 2010

Page 5: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

5 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Customer Intelligence:

A command center to drive

corporate strategy and create

competitive advantage

Page 6: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

6 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Agenda

• Marketers struggle to understand their customers

• Advanced firms use Customer Intelligence for

competitive advantage

• The building blocks of a Customer Intelligence

command center

Page 7: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

7 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Agenda

• Marketers struggle to understand their customers

• Advanced firms use Customer Intelligence for

competitive advantage

• The building blocks of a Customer Intelligence

command center

Page 8: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

8 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

The world has changed

• Limited consumer tolerance for marketing

Page 9: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

9 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Consumers view marketing as irrelevant

Page 10: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

10 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Consumers are overwhelmed

Page 11: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

11 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Consumers want control

Page 12: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

12 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

The world has changed

• Limited consumer tolerance for marketing

• Technologically and socially empowered consumers

Page 13: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

13 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Consumers are just saying “No” to marketing

Page 14: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

14 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Consumers’ trust in marketing is waning

Consumers trust

ratings and reviews

by one another more

than they trust

marketing campaigns.

December 2008 “Time To Rethink Your Corporate Blogging Ideas”

Page 15: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

15 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Publish a blog

Publish your own Web pages

Upload video you created

Upload audio/music you created

Write articles or stories and post them

Post ratings/reviews of products/services

Comment on someone else’s blog

Contribute to online forums

Contribute to/edit articles in a wiki

Use RSS feeds

Add “tags” to Web pages or photos

“Vote” for Web sites online

Maintain profile on a social networking site

Visit social networking sites

Read blogs

Watch video from other users

Listen to podcasts

Read online forums

Read customer ratings/reviews

None of the above

And most consumers engage in social media

Groups include people participating in

at least one of the indicated activities at

least monthly.

24%

37%

21%

51%

73%

18%

Source: North American Technographics Interactive Marketing Online Survey, Q2 2009 (US)

Page 16: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

16 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

The world has changed

• Limited consumer tolerance for marketing

• Technologically and socially empowered consumers

• Increased demand for marketing accountability

Page 17: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

17 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Most firms can’t get out of their own way

• They are

– Organizationally constrained

Page 18: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

18 Entire contents © 2009 Forrester Research, Inc. All rights reserved. Web TVStore

Marketer

Direct

Organizational structures prevent marketers from recognizing their customer

Page 19: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

19 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Consumer

Web

TV

Phone

Store

Word of Mouth

Web TVStore

Marketer

Direct

Organizational structures prevent marketers from recognizing their customer

Page 20: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

20 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

But most firms can’t get out of their own way

• They are

– Organizationally constrained

– Technologically constrained

Page 21: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

21 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Consumers expect an experience across channels

Page 22: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

22 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Consumers expect an experience across channels

Planning

(Marketing calendar)

Centralized decision

engine

Campaign

management

Interaction

Management

Offer

management

Analytical Data

Store

Operational

Data

Store

Customer

Outbound channels

Inbound channels

Budgeting

Measurement &

Analysis

— a complex challenge for marketers

Page 23: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

23 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

But most firms can’t get out of their own way

• They are

– Organizationally constrained

– Technologically constrained

– Socially constrained

Page 24: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

24 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Few firms fully integrate the listening process

Source: Listening Platforms landscape report

Page 25: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

25 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

In 2009, more data will be

generated by individuals

than in the entire history

of mankind through 2008

-Andreas Weigend

Former Chief Scientist at Amazon.com

Page 26: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

26 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Agenda

• Marketers struggle to understand their customers

• Advanced firms use Customer Intelligence for

competitive advantage

• The building blocks of a Customer Intelligence

command center

Page 27: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

27 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Customer Intelligence

The management and analysis of customer data

from all sources, used to drive marketing

performance and business strategy.

Page 28: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

28 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

October 2009 “The Intelligent Approach To Customer Intelligence”

CI comprises multiple functions

Page 29: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

29 Entire contents © 2009 Forrester Research, Inc. All rights reserved. October 2009 “The Intelligent Approach To Customer Intelligence”

With varying degrees of integration

Page 30: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

30 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

CI drives a broad range of activity

Page 31: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

31 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

But firms’ CI quotient varies widely

Functional Intelligence

• Less likely to have the technology, staff, or

budgetary support needed for CI

• Unlikely to measure the value of CI

• Somewhat likely to use CI to drive marketing

planning and customer strategy

• Unlikely to use CI to drive corporate strategy,

marketing optimization, or for competitive

intelligence

Page 32: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

32 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

But firms’ CI quotient varies widely

Marketing Intelligence

• CI drives multiple functions including customer strategy and marketing

planning

• CI is often a factor in customer interactions

• Somewhat likely to leverage CI across the company

• A minority measures the value of CI

Functional Intelligence

• Less likely to have the technology, staff, or

budgetary support needed for CI

• Unlikely to measure the value of CI

• Somewhat likely to use CI to drive marketing

planning and customer strategy

• Unlikely to use CI to drive corporate strategy,

marketing optimization, or for competitive

intelligence

Page 33: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

33 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

But firms’ CI quotient varies widely

• CI is a valued asset at these firms

• More likely to have a C-level evangelist or champion for CI

• CI drives multiple functions including corporate strategy

• More likely to measure the value of CI

Strategic Intelligence

Marketing Intelligence

• CI drives multiple functions including customer strategy and marketing

planning

• CI is often a factor in customer interactions

• Somewhat likely to leverage CI across the company

• A minority measures the value of CI

Functional Intelligence

• Less likely to have the technology, staff, or

budgetary support needed for CI

• Unlikely to measure the value of CI

• Somewhat likely to use CI to drive marketing

planning and customer strategy

• Unlikely to use CI to drive corporate strategy,

marketing optimization, or for competitive

intelligence

Page 34: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

34 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

But firms’ CI quotient varies widely

• CI is a valued asset at these firms

• More likely to have a C-level evangelist or champion for CI

• CI drives multiple functions including corporate strategy

• More likely to measure the value of CI

Strategic Intelligence

Marketing Intelligence

• CI drives multiple functions including customer strategy and marketing

planning

• CI is often a factor in customer interactions

• Somewhat likely to leverage CI across the company

• A minority measures the value of CI

Functional Intelligence

• Less likely to have the technology, staff, or

budgetary support needed for CI

• Unlikely to measure the value of CI

• Somewhat likely to use CI to drive marketing

planning and customer strategy

• Unlikely to use CI to drive corporate strategy,

marketing optimization, or for competitive

intelligence54% 34% 12%

Page 35: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

35 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Strategic intelligence firms apply CI more broadly

Page 36: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

36 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

CI is supported at the top more often within strategic intelligence firms

Page 37: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

37 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

And they place a higher value on CI

Page 38: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

38 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

October 2009 “The Intelligent Approach To Customer Intelligence”

Those that measure CI see many benefits

Page 39: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

39 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Agenda

• Marketers struggle to understand their customers

• Advanced firms use Customer Intelligence for

competitive advantage

• The building blocks of a Customer Intelligence

command center

Page 40: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

40 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Building blocks of a CI command center

People

Culture Technology

Page 41: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

41 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Building blocks of a CI command center

People

Technology

Page 42: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

42 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Building blocks of a CI command center

People

Culture

Page 43: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

43 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Building blocks of a CI command center

Culture Technology

Page 44: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

44 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Strategic intelligence firms have a more senior CI head

Page 45: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

45 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

October 2009 “The Intelligent Approach To Customer Intelligence”

Customer Intelligence profiles

Page 46: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

46 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

October 2009 “The Intelligent Approach To Customer Intelligence”

Customer Intelligence profiles

Page 47: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

47 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

October 2009 “The Intelligent Approach To Customer Intelligence”

Customer Intelligence profiles

Page 48: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

48 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

October 2009 “The Intelligent Approach To Customer Intelligence”

Customer Intelligence profiles

Page 49: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

49 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Recommendations

• Define a baseline by auditing your current CI quotient

Page 50: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

50 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Forrester has a “self-test”

Page 51: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

51 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Recommendations

• Define a baseline by auditing your current CI quotient

• Collaborate with internal stakeholders to determine

desired state

Page 52: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

52 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Recommendations

• Define a baseline by auditing your current CI quotient

• Collaborate with internal stakeholders to determine

desired state

• Socialize Customer Intelligence

– Build the team

– Demonstrate the value

– Align success with business results

Page 53: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

53 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Recommendations

• Define a baseline by auditing your current CI quotient

• Collaborate with internal stakeholders to determine

desired state

• Socialize Customer Intelligence

– Build the team

– Demonstrate the value

– Align success with business results

• Rethink metrics and measurement frameworks

Page 54: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

54 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Recommendations

• Define a baseline by auditing your current CI quotient

• Collaborate with internal stakeholders to determine

desired state

• Socialize Customer Intelligence

– Build the team

– Demonstrate the value

– Align success with business results

• Rethink metrics and measurement frameworks

• Rethink alignment and incentives

Page 55: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

55 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Forrester’s Research Panel

• Each quarter, Forrester surveys 1,500 marketing and strategy

professionals about:

» Interactive marketing

» Customer experience

» Customer Intelligence

» eBusiness and channel

strategy

» Marketing leadership

» Consumer product strategy

» Consumer market research

• Gain insight, get data, and learn best practices from marketing

professionals. Join our panel today: www.forrester.com/Panel

Page 56: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

56 Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Thank you

Entire contents © 2009 Forrester Research, Inc. All rights reserved.

Dave Frankland

+1 617.613.6118

[email protected]

Linkedin: davefrankland

@dfrankland

Blog: http://blogs.forrester.com/customer_intelligence/

CI site: www.forrester.com/rb/ci

Page 57: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

Question & Answer Session

If you haven’t done so already, please take

this time to submit questions to our speakers

using the “Ask a Question” box on your

console.

Page 58: Trends in Customer Intelligence - OnTarget Partners · Trends in Customer Intelligence Where the rubber meets the road in 2010 and beyond January 14, 2010 A special thank you to:

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