Insights2020 AMA Inspired Marketing 2015

DRIVING CUSTOMER-CENTRIC

GROWTH

2

DRIVING CUSTOMER-CENTRIC

GROWTH

212 Billion devices

2008 2015 2020

7

Billion

25

Billion

! Connected

Society

Data People

Process Devices

4

1900 -

1960

1960 -

1990

1990 -

2010

2010 -

PRESENT

Age of

Manufacturing

Age of

Distribution

Age of

Information

Technology

Age of the

Connected

Customer

5

6

Insights2020 Focus

HOW

to achieve Customer Centricity?

7

WHAT

are the drivers of

Customer Centricity?

HOW

is customer centricity linked to business?

Insights2020 Advisory Board

8

Keith Weed

Unilever

Sir Martin Sorrell

WPP

Diego Scotti

Verizon

Julian Prynn

BAT

Jerry Wind

Wharton

Harish Bhat

TATA

Gayle Fuguitt

ARF

Rob Norman

GroupM

Tony Fagan

Google

Barbara Lamprecht

Volkswagen

Insights2020 Coalition

9

Founding Partners Publishing Partners

Insights2020 Scope

60 Markets

400 Industries & Sectors

337 Vision Interviews

10,495 Survey Respondents

• LinkedIn Behaviorial Analysis

• Wharton Crowd Sourcing

• 8 Global Research Teams

• Cross-industry, Cross-function

10

11

Customer Centricity

Strategy

Customer-Centric Growth

12

Overperformers vs Underperformers

13

Opportunities

Behavioral

data

Insights into

action across

all touchpoints

Personalization Brand

purpose

Especially true

for overperformers

14

Challenges

Internal silos &

bureaucracy

Legacy of

structure &

functions

Making

sense of

data

Recruiting

wholebrain

people

Especially true for

underperformers

Especially true for

overperformers

15

10 Drivers of Customer Centric Growth

16

8. Leading role of I&A

9. Unlocking the power of data

10.Critical capabilities

4. Embraced by all

5. Leadership priority

6. Collaboration

7. Experimentation

1. Purpose-led

2. Data-driven customization

3. Touch point consistency

Key Dimensions of Customer Centric Growth

CUSTOMER CENTRIC

GROWTH

TOTAL EXPERIENCE

CUSTOMER OBSESSION

INSIGHTS ENGINE

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Key Dimensions of Customer Centric Growth

1. Purpose-led

2. Data-driven customization

3. Touch point consistency

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TOTAL EXPERIENCE

CUSTOMER OBSESSION

INSIGHTS ENGINE

CUSTOMER CENTRIC

GROWTH

Driver 1. Purpose-led

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Link everything to a

clear brand purpose

Driver 1. Purpose-led

4

3

2

1

North Star for

all decisions

Integrated in total

marketing mix

Brand

communications

20

Societal

movement

Uplifting mind and body

Driver 2. Data-driven customization

21

Creating experiences based

on data driven insights

Driver 2. Data-driven customization

4

3

2

1 Broad value proposition

Segmentation

Micro-targeting

Full 1-to-1

22

Key Dimensions of Customer Centric Growth

4. Embraced by all

5. Leadership priority

6. Collaboration

7. Experimentation

23

TOTAL EXPERIENCE

CUSTOMER OBSESSION

INSIGHTS ENGINE

CUSTOMER CENTRIC

GROWTH

Driver 4. Embraced by All

24

Customer Centricity is fully

embraced by all functions

4

Infused in all functions

processes and decisions

Seamlessly aligned

with external partners

Driver 4. Embraced by All

3

2

1 Owned by I&A function

Infused in customer facing

functions

25

Driver 5. Leadership Priority

26

Customer Centricity is a

top priority for leaders

Incentives are based on

customer related KPIs

Driver 5. Leadership Priority

3

2

1 Leadership advocates

customer centricity

Translated into personal

measures & incentives

CC as key metric /

guiding principle

27

Driver 7. Experimentation

28

Embracing risk and

experimentation

Driver 7. Experimentation

29

4

3

2

1 Managing risk

Stimulating

experimentation

Allocating budget for

experimentation

Full

empowerment

Driver 7. Experimentation

30

4

3

2

1 Managing risk

Stimulating

experimentation

Allocating budget for

experimentation

Full

empowerment

Driver 7. Experimentation

31

4

3

2

1 Managing risk

Stimulating

experimentation

Allocating budget for

experimentation

Full

empowerment

Key Dimensions of Customer Centric Growth

8. Leading role of I&A

9. Unlocking the power of data

10.Critical capabilities 32

TOTAL EXPERIENCE

CUSTOMER OBSESSION

INSIGHTS ENGINE

CUSTOMER CENTRIC

GROWTH

Driver 8. Leading role of I&A

33

I&A leading the

business

I&A reports into

the CEO

Driver 8. Leading role of I&A

4

3

2

1 Support

Inspire

Challenge

Lead

34

Driver 10. Critical Capabilities

35

Storytelling Business Sense ‘Wholebrain’ thinking

Driver 10. Critical Capabilities

5

4

3

2

1 Research & Analytics

mastery

Business

Acumen

Creative solution

thinking

Storytelling

Direction

setting

45%

53%

61%

+8%

+2%

+3%

Total Experience

Supporting Scorecard

• Purpose-led

• Data-driven customization

• Touch point consistency

• Leading role of I&A

• Unlocking the power of data

• Critical Capabilities

• Embraced by all

• Leadership priority

• Collaboration

• Experimentation

Customer Obsession

Insights Engine

Revenue Growth

Potential

+2.8%

ILLUSTRATIVE NUMBERS

73%

49%

53%

+2%

+5%

+3%

+9%

-6%

-2%

+3%

-7%

-9%

-6%

-2%

SCORE

GAP vs

BENCHMARK AMBITION

SCORE

GAP vs

BENCHMARK AMBITION

SCORE

GAP vs

BENCHMARK AMBITION

+5%

63%

75%

61%

34%

+5%

+3%

+4%

+6%

37

-2%

Focus on products and services Focus on Total Experience

Focus on detail of data Focus on actionability of data

Managing risk Experimenting!

Deliver to customers Co-create and innovate

with customers

Next Steps

42

5

4

3

2 Step 2

Step 4

Step 3

1 Step 1

Step 5

Data collecting

Join The Conversation

Collaborating

Experimenting

movement

Sharing

Publishing Crowd

Sourcing

Networking

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THANK YOU!

[email protected]

@insights2020

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