How Audi created a unified view of their customer

© Copyright 2013 Holler Sydney. All Rights Reserved

How Audi Created a Unified View of Their Customer.Leads, Luxury, Loyalty18th March 2014

Mike Hill

www.holler.com.au


Today1. Introduction

2. The Audi vision and some context.

3. Project Fish Finder – The Single Customer View

4. Why have a single Customer View

5. 7 Key steps to success

6. When I walk away today I will…


The Audi Vision …and some context


Audi Vision – Be the No.1 luxury brand by 2020


In our world, test drives rule


Crossing the stream


So it appears that everyone is good at sales?


We need to build relationships


CRM/Loyalty Strategy


Project Fish Finder: TheThe Single Customer View

Plug: Seriously though, I love fishing. All our clients enjoys days out on a boat with me fishing in the sun.


What is a single customer view?

The single customer view brings together all the disparate data sources an organisation has about each of their customers into a unified, holistic view.


Why have a single a SCV?

Personalised

Optimised

Focus

Channel roles

Insights

Increased CLV

Mike Hill

Split these out with images


The steps to creating Audi’s Single Customer View


Audi Vision – Be the No.1 luxury brand by 2020

Mike Hill

Add photo from Anton


1. Create a focused team Bad Good

CRM/Loyalty part of marketing/IT function.

Focused internal team with responsibility and accountability.


2. Define business outcomesBad Good

We want to increase revenue.

Increase median CLV from $Xk to $Yk by increasing the propensity to repurchase after 4 years from Z% to A% by 2016.


3. Define metric calculationBad Good

We want to increase revenue.

Increase median CLV from $500k to $750k by increasing the propensity to repurchase after 4 years from 40% to 55% by 2016.


4. Define customer segmentsBad Good

• Pre-sale• Sale• Post sale


5. Defining the comms strategyBad Good

Post purchase thank you email.

Targeted on-boarding program designed to drive conversation, advocacy and purchase affirmation.


6. Defining the data strategyBad Good


CRM/Loyalty Strategy

20 3040

Overachievingwith styleA1 & A3

UpgradingQ5 & Q7

My life, my way A4 & A5


7. Drive insights back

Visit: vimeo.com/71076193


Creating your Single Customer View


1. Change your approach From To

Sales Loyalty

Data/technology Customer experience

Subjective, un-stated objectives

Specific, contextual, timely outcomes

Brand team slightly responsible and accountable

Dedicated team completely responsible and accountable

Technologies trying to “talk” to each other

Separation of concerns based on DSL

Blanket comms Comms based on contextualised segment


2. Go through the process1. Create a team with responsibility and accountability

2. Define & get stakeholder approval of business outcomes

3. Calculate the business metrics

4. Customer profile/s and journey map/s

5. Communication strategyi. Behaviour segment

ii. Contextualised message

6. Data strategy i. Business taxonomy

ii. Enterprise service bus

7. Use voice of customer to deploy insights into your business

Marketing

How Audi created a unified view of their customer