Stratics © 2012 – Customer Value by Customer Insight HOW ENGAGED IS YOUR CUSTOMER? A PRAGMATIC APPROACH FOR TEH BOLTON GROUP BY STRATICS BDMA – ROCK 25/10/2012 FILIP CORNE
Stratics © 2012 – Customer Value by Customer Insight
HOW ENGAGED IS YOUR CUSTOMER?A PRAGMATIC APPROACH FOR TEH BOLTON GROUP BY STRATICS
BDMA – ROCK 25/10/2012
FILIP CORNE
Stratics © 2012 – Customer Value by Customer Insight
Bolton Group• The Bolton Group is a fast-growing
international company manufacturing and marketing a wide range of high quality branded consumer goods worldwide. The Group brand portfolio is rich of more than 50 product lines ranging from Food and Household Care products through Adhesives & Glues to Personal & Health Care and Beauty Care products.
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Stratics © 2012 – Customer Value by Customer Insight
Stratics – Filip Corne• Founded 2008 by Kris Vranken
• 6 x minimal 18 years experience in Database Marketing, CRM, Direct Marketing
• Our Clients:
• Managing Partner, Stratics
• 18 jaar ervaring
– Marktanalyse
– Database Marketing, CRM & Event Driven Marketing
– Data Quality, Data Management
– Customer Value by Customer Insight
• AC Nielsen – [Sopres –WegenerDM – WDM - D-trix ] 3
Stratics © 2012 – Customer Value by Customer Insight 4
What we preach...
Reach the people that count
Don’t count the people you reach
Stratics © 2012 – Customer Value by Customer Insight
STRA-tegy meets tac-TICS
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Get Keep Grow Winback
Identify
Differentiate
Interact
Customize 1 to 1
Segmentation
DB Management
Event Driven / Cross Channel
STRATEGYTA
CT
ICS
Stratics © 2012 – Customer Value by Customer Insight
Relevant Data Customer Insight
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Engagement
Aspirations
Transactions
Contact
InfoBASIC DATA
INFORMATION
KNOWLEDGE
RELATIONSHIP
Stratics © 2012 – Customer Value by Customer Insight
Engagement– What is it – What is the philosophy behind Engagement Modelling?
– Who are our Ambassadors ?
– Who is opening our newsletters
– Which Channels are preferred?
– Friends, Referals, STF, …
– Social activity
– -...
– What can it tell us?– Level of engagement towards Brands / Products / Dialogue /...
– Social influence
Personalised interaction (dialogue)7
Stratics © 2012 – Customer Value by Customer Insight
Customer Engagement
– “Repeated interactions that strengthen the emotional,psychological or physical investment a customer has in a brand.” Richard Sedley, cScape
– “The level of involvement, interaction,intimacy, and influence that an individual has with a brand over time.” Brian Haven, Forrester
– “A deeper, more meaningful connection between the company and the customer, and one that endures over time.” The Economist Intelligence Unit
– Customer engagement (CE) refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline. Wikipedia
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Stratics © 2012 – Customer Value by Customer Insight
Engagement vs Customer Value
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C
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t
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m
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V
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Engagement Score
NEW
Bronze
Silver
Gold
Platinum
Stratics © 2012 – Customer Value by Customer Insight
Your MDB – The spider in the web
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Contact Info
Transactional Info
Campaign Info
Social Info
Website visit infoCouponning info
Shop visit info
And it’s not a picture...it’s a movie
Stratics © 2012 – Customer Value by Customer Insight
How to Start?– Weigh every trackable Client action
– Coupon printing
– Coupon redemption
– E-mail open Click
– Website visits
– STF
– Social Actions
– Participation to Savings Action
– ....
– Maximize flow-back possibilites to the MDB– Website Registration
– Facebook Connect
– ...
– Introduce the Time Effect– Someone who engaged yesterday is stronger than someone who did 1 month ago
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Stratics © 2012 – Customer Value by Customer Insight12
Category Reaction Type Weight
Home Care website 0,05
Home Care contest 0,10
Home Care savingaction 0,10
Home Care refund 0,15
Home Care email 0,05
Home Care coupon 0,15
Home Care voucher 0,20
Home Care social 0,10
Food website 0,05
Food contest 0,15
Food savingaction 0,10
Food refund 0,10
Food email 0,10
Food coupon 0,10
Food voucher 0,20
Food social 0,10
Pharma website 0,20
Pharma contest 0,10
Pharma savingaction 0,20
Pharma refund 0,10
Pharma email 0,15
Pharma coupon 0,00
Pharma voucher 0,00
Pharma social 0,10
Stratics © 2012 – Customer Value by Customer Insight13
Category UsersNumber of
consumers
Average weight /
consumer
Consumer value at
entry level
Total consumer
value
€0,00 €0,00
Home Care 14.692 1,16 €21,90 €373.030,93
Food 156 1,15 €11,72 €2.093,97
Pharma 18 1,16 €66,87 €1.402,39
€14.865,20 €376.527,28
0 €0,00
Home Care 16.138 1,42 €21,90 €500.436,42
Food 356 1,18 €11,72 €4.900,23
Pharma 20 1,31 €66,87 €1.797,49
€16.514,56 €507.134,14
€0,00 €0,00
Home Care 4.713 1,25 €51,03 €226.080,94
Food 4.261 1,14 €27,31 €99.347,27
Pharma 4.813 1,11 €155,81 €622.524,57
€13.786,88 €947.952,78
€0,00 €0,00
Home Care 9 1,15 €9,40 €48,65
Food 40 1,10 €5,03 €110,91
Pharma 0 0,00 €28,70 €0,00
€49,00 €159,56
€27.551,00 €1.831.773,76
Grand Total (all consumers : declared + not declared)
ACTIVE 2 CONSUMERS --> modification 75%
Consumers with declared information
Consumers without declared information (for this group we use average values based on research)
ACTIVE 3 CONSUMERS --> modification 50%
Consumers with declared information
Consumers without declared information (for this group we use average values based on research)
NEW CONSUMERS --> no modification (100%)
Consumers with declared information
Consumers without declared information (for this group we use average values based on research)
ACTIVE 1 CONSUMERS --> no modification (100%)
Consumers with declared information
Consumers without declared information (for this group we use average values based on research)
Stratics © 2012 – Customer Value by Customer Insight14
10%
37% 37%50% 53%
0%
20%
40%
60%
1 X LOW 2 LOW 3 MEDIUM 4 HIGH 5 X HIGH
Engagement Class
Impact Engagement score on Open Rate Email
Open Rate %
Average Open Rate %
26% 27% 30%
52% 56%
0%
20%
40%
60%
1 X LOW 2 LOW 3 MEDIUM 4 HIGH 5 X HIGH
Engagement Class
Impact Engagement score on Click 2 Open Rate Email
Click 2 Open Rate%
Average Click 2 Open Rate%
Stratics © 2012 – Customer Value by Customer Insight
Conclusion– Engagement scores are a usefull Customer Insight Tool
– Starting, taking first steps and learning are key
– It’s an on-going process
– Industry – Sector – Brand specific
– Component measurability might be tricky
– Linking Component is even be more difficult
– To be judged by actual € (transactions)
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Stratics © 2012 – Customer Value by Customer Insight
Have Fun & Thank you for listening!
Filip CorneManaging Partner
+32 475 320 328
http://be.linkedin.com/in/filipcorne
@filipcorne
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