THE FUTURE OF CUSTOMER CENTRICITY USING BIG DATA

Transcription

1 THE FUTURE OF CUSTOMER CENTRICITY USING BIG DATA taking the Customer Perspective Phil Winters #CIAgenda

2 Customer Strategy Data Whisperer Customer Perspective Chamption

3 Customer Centric Big Data

4 Customer Centric Let s just say that all organisations are customer oriented Target Sell Deliver Support 4

5 Customer Centric and all are trying hard to get the mix right NEUROMARKETING CUSTOMER JOURNEY Mapping Social Media Mobile New Channels Big Data CUSTOMER EXPERIENCE Target Sell Deliver Support Marketing Automation CRM Data Warehouse 5

6 Selling Cycle Buying Cycle 6

7 Selling Cycle Buying Cycle 7

8 Customers Don t Just Buy for Utility! CONVENIENT ECONOMICAL SAFE PRESTIGE IDENTITY PLEASURE SENTIMENT SPIRITUAL Fast Usage Durable Impress Belong Affectionate Memorable Moral Accessible Price Fulfills a Role Traditional Fun Sacred Physically Compatible Efficient Gain / Save Face Non-Traditional Lucky Pleasant for the Senses 80% 8

9 The Customer s Perspective Decision cycle, decision stages and touchpoints to prioritize Big Data g Ad g f 9

10 Customer Perspective: Consumer

11 Customer Perspective: BtoB Needs Keep Informed Define Requirements Options Evaluate Test Negotiate Purchase Implement Use Remember Customer Task Owner 1 Customer Task Owner 2 Customer Task Owner 3 Customer Task Owner 4 Customer Task Owner 5 11

12 +3400 Involved: Customer Journeys Mapping Continent APAC NA LATAM EMEA Industry Customer Type Function Services IT BtoC BtoB Sales Marketing Ops

13 Customer IMPACT Agenda Applicable to many of today s hot topics Defining the customer perspective Customer Journey Mapping Customer experience Identifying new touchpoints Using new customer insight Give to get: information strategies Social media Mobile Big Data The Human Touchpoint: Sales cycle transformation Touchpoint choreography Customer delight 13

14 Overwhelming Touchpoint Options

15 Touchpoints Multi-Channel, Omni-Channel, etc.

16 Mobile 4.5 Billion mobile subscriptions Only 3.5 Billion people own a toothbrush.

17 Mobile Touchpoint Consolidator 18. E-book 19. Banking 20. Gaming 21. Music Centre 22. Calender 23. Storage 24. Text / SMS 25. Telefon 26. etc. 1. App 2. Mobile Web 3. Web 4. Search 5. Facebook 6. Twitter 7. Chat 8. Camera 9. Video / Audio 10. GPS 11. RFID 12. TV 13. Radio 14. Projector 15. Near Transfer 16. Business Card 17. Payment

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19 Predictive Analytics, Machine Learning, Decision Science, AI The process of creating new information from existing data in order to determine patterns or predict future outcomes and trends for a specific business problem. Grouping to show new relationships Predicting a future action Predicting a future trend

20 Excel, Google Analytics and Co.. Load Trans form Report In Google s case, They do this for you! Explore the Past

21 The Predictive Analytics Process Define Trans Eval Load form Learn Score uate Deploy 80% of the time investment: Preparation Science: Mathematics & Algorithms Where new useful fact-based data is created If not used: useless!

22 Customer Intelligence and (Big) Data creating new fact-base insight from data generates Behavior drives Value / Risk Needs Dimension Value Dimension Behavior Dimension Needs

23 Learn from Touchpoints: Text mining Sky+ is good and useful but a little expensive.

24 Text Mining: Sentiment Analysis Forum Data Sentiment Analysis

25 Network Analysis: Influencers NASA Sci-Fi

26 dada21 Carl Bialik from the WSJ pnutz

27 IOT: Capital Bikeshare, Washington D.C.

28 Station Totals per hour Over 3 years 307 Stations 2963 Bikes 19.4% Casual Bikers 5.9m Bike Moves

29 Capital Bikeshare Response

30 CAPTURE IOT Data Sensors!

31 Enrich Topology / Elevations Street Maps Commuters Weather Holiday Schedules Tourists

32 Leveraging Big Data: Internet of Things

33 Top 250 Routes Urban/ Students Dupont Circle Union Station Tourists Suburban

34 Refurbishment System

35 Which? (Consumer Organization UK) Which? is the non-profit organization that exists to make citizens as powerful as the organizations they deal with in their daily lives Models a day "Which? members tell us price prediction is the most valued service on the website"

36 Which? (Consumer Organization UK) At A Glance Almost half the deals we tracked were cheaper before or after Black Friday Some shops may be breaching sales rules

37 NHS Blood Drive: Generating Interest

38 Construction: Bringing Projects and Contracters Together

39 Big Data - Why Now? Storage Fast Storage Memory Processing Speed Cores Admin Costs Cloud Computing

40 Big Data - Why Now? Excellent tools platforms are open source and free R Python Spark.

41 Big Data - Why Now? Expertise is needed but can be packaged for all Guided Analytics Active Learning Machine Learning Machine Learning

42 Customer IMPACT Agenda Applicable to many of today s hot topics Defining the customer perspective Customer Journey Mapping Customer experience Identifying new touchpoints Using new customer insight Give to get: information strategies Social media Mobile Big Data The Human Touchpoint: Sales cycle transformation Touchpoint choreography Customer delight 42

43 More? Presentation Available Resources Newsletter Working Big Data Examples:

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