Denyse Drummond-Dunn - Winning Customer Centricity
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WINNINGCUSTOMER CENTRICITY
Denyse Drummond-DunnBAQMaR, Ghent, November 24th
2015
MR&I & the Human Side of
Data
(Big) DATA:Exciting, BIG, SEXY, HOT!
2/37© C3Centricity
© C3Centricity
PEOPLE:OrdinarySMALL, SLOW, BORING
© C3Centricity 3/37
(Big) Data has become the Star, not the Support Act 4/37© C3Centricity 4/37
© C3Centricity
People are Important
“There may be Customers without brands, but there are no brands
without Customers” 5/37
© C3Centricity
Marketing’s 5Ps
PeopleProductPricePromotionPackaging 6/37
© C3Centricity
Market Research Spend
SOURCE: ESOMAR GMR 2015
41%
26%
16%
17%Product, Price, Pack (Mkt measure. Mkt Modeling, NPD)
Promotion(Ad pre-tests, Ad & Brand tracking, Audience)
People (Media, stakeholder, Omnibus, U&A)
Polls, B2B, Other
7/37
© C3Centricity SOURCE: Forrester “The Business Impact of CEX” 8/37
SOURCE: Forrester “The Business Impact of CEX”
91%
48%
A Top Company Objective© C3Centricity 9/37
© C3Centricity
Think Customer First
Customer Centricity is a
Journey, not a Destination10/37
© C3Centricity
CEO, CMO, CCO, MR&I
11/37
MR&I Understands Customers better than
anyone! 12/42© C3Centricity 12/37
© C3Centricity SOURCE: BusinessIntelligence
Email Spreadsheet Paper Dashboard Software Presentation Mobile app
36
28
18 1611
3 27 7 9
49
10
2
12
Receive PreferManagement don’t get what they want, how they
need it
Data Frustrates Executives
13/37
Marketing is Drowning!
SOURCE: IBM & DOMO
“I am unable to
handle the volume of marketing data that’s available
for analysis”
66%© C3Centricity 14/37
© C3Centricity
76% Marketers say they don’t target with behavioural data!
SOURCE: AdWeek 03/14
Data not used for Targeting
15/37
© C3Centricity
DataSymbols that
exist & haven’t significance
beyond existence
InformationData that is
processed to be useful
KnowledgeApplication of
data and information
Understand-ing
Evaluating and contextualising of Knowledge
Action & €€
€
InsightIdentification of Importance
to Change Behaviour
“Insight without action is a daydream. Action without insight is a nightmare”
Japanese proverb
© C3Centricity 16/37
Are you Living a Daydream or a Nightmare? © C3Centricity © C3Centricity 17/37
Make Information Smarter, More Useful
& Supportive © C3Centricity 18/37
© C3Centricity
Understanding takes Depth
FREE Templates available in the C3Centricity Members’ Area 19/37
© C3Centricity
Brand Values: Marlboro
What did the Cowboy say
about it’s smokers Values?
20/37
What do they have in common?
© C3Centricity
Brand Emotions: Apple
21/37
© C3Centricity
Brand Emotions: Apple
22/37
© C3Centricity
Brand Motivations: Apple
23/37
© C3Centricity
Smarter Use of Information to Understand our Customers Better
24/37
Hiring the Best Candidate
© C3Centricity 25/37
Insuring the Best Drivers
© C3Centricity IMAGE SOURCE: BLOOMBERG 26/37
© C3Centricity
Insuring the Best Drivers
IMAGE SOURCE: BLOOMBERG 27/37
© C3Centricity
(Big) DATA is likened to Oil!© C3Centricity 28/37
(BIG) DATA is only as good as the questions
you ask!© C3Centricity 29/37
“People don’t know what they want until you show it to them”
Steve Jobs© C3Centricity 30/37
© C3Centricity © C3Centricity
Data is about People & used to help us Change
Behaviours 31/37
© C3Centricity
Information is only Useful when we Ask the Right Questions 32/37
Make Information the Support
Act© C3Centricity 33/37
© C3Centricity
Methodological Expert & Data
Gatherer
Knowledge Synthesiser & Socialiser
Better Support Business
Accumulated Knowledge
New Learnings from Projects
SOURCE: CEB
Insight Generator & Consultant
Busin
ess V
alue
Business Involvement
Market Researc
hInsigh
tCustomer Centricity
34/37
© C3Centricity
SynthesiseSocialiseSurprise 35/37
© C3Centricity
Think Customer First
WINNINGCUSTOMER
CENTRICITY36/37
© C3Centricity
Denyse Drummond-Dunnwww.C3Centricity.comEmail: Denysedd@c3centricity.com
Tel: +41 79 933 9789Skype: Denysech
37/37
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