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Live Webinar: Insights2020 Readout | Driving Growth Through Customer Centricity

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LinkedIn and Millward Brown Vermeer review Insights2020, a global initiative focused on uncovering the drivers of customer-centric growth and helping marketing and insights leaders

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Live Webinar: Insights2020 Readout | Driving Growth Through Customer Centricity

  1. 1. DRIVING GROWTH THROUGH CUSTOMER CENTRICITY NOVEMBER 2015
  2. 2. Introductions 2 Marc de Swaan Arons CMO and Executive Board member Millward Brown Vermeer Christina Jenkins Director, Global Research LinkedIn
  3. 3. Insights2020 Partners @insights2020
  4. 4. Strategy @insights2020 Segmentation
  5. 5. Strategy @insights2020 Purposeful Positioning
  6. 6. Structure @insights2020 Marketing Organization
  7. 7. Capability @insights2020 Masters of Marketing in a Digital Age
  8. 8. Valuation @insights2020 Brand & Marketing Mix Valuation
  9. 9. Thought Leadership @insights20209
  10. 10. Thought Leadership @insights2020
  11. 11. Thought Leadership Big Insights Purposeful Positioning Total Experience
  12. 12. Thought Leadership @insights2020 Big Insights Purposeful Positioning Total Experience
  13. 13. Today @insights2020
  14. 14. Today @insights2020 Today Video
  15. 15. Welcome to the connected society 212 Billion Sensor enabled devices 2008 2015 2020 7 Billion 25 Billion 50 Billion Connected devices ! Connected Society Data People Process Devices @insights2020
  16. 16. Traditional value drivers no longer provide competitive advantage 1900 - 1960 1960 - 1990 1990 - 2010 2010 - PRESENT Age of manufacturing Age of Distribution Age of Information Technology Age of the Connected Customer @insights2020
  17. 17. Everybody talks about Customer Centricity
  18. 18. But ... does it drive business growth?
  19. 19. Insights2020 focus HOW to achieve Customer Centricity? WHAT are the drivers of Customer Centricity?
  20. 20. The Insights2020 Coalition Founding Partners Publishing Partners @insights2020
  21. 21. Largest and most global I&A study ever conducted 60 Markets 337 Vision Interviews 10,495 Survey Respondents •  LinkedIn Behaviorial Analysis •  Wharton Crowd Sourcing •  8 Global research teams •  Cross-industry, Cross-function @insights2020
  22. 22. Overperformers vs Underperformers
  23. 23. Opportunities Insights into action across all touchpoints Behavioral Data Personalization Brand Purpose Especially true for overperformers @insights2020
  24. 24. Challenges Internal silos & bureaucracy Legacy of structure & functions Making sense of data Recruiting wholebrain people Especially true for underperformers Especially true for overperformers @insights2020
  25. 25. Key dimensions of Customer-Centric growth CUSTOMER CENTRIC GROWTH TOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE @insights2020
  26. 26. Key dimensions of Customer-Centric growth 1.  Purpose-led 2.  Data-driven customization 3.  Touch point consistency TOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE CUSTOMER CENTRIC GROWTH @insights2020
  27. 27. Driver 1. Purpose-led Link everything to a clear brand purpose 80% 32%
  28. 28. Driver 2. Data-driven customization Creating experiences based on data driven insights 73% 31%
  29. 29. Driver 3. Touch point consistency I&A to drive consistency across all touch points 64% 29%
  30. 30. Key dimensions of Customer-Centric growth 4.  Embraced by all 5.  Leadership priority 6.  Collaboration 7.  ExperimentationTOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE CUSTOMER CENTRIC GROWTH @insights2020
  31. 31. Driver 4. Embraced by all Customer Centricity is fully embraced by all functions 79% 13%
  32. 32. Driver 5. Leadership priority Customer Centricity is a top priority for leaders Incentives are based on customer related KPIs 91% 48% 45% 24%
  33. 33. Driver 6. Collaboration Work closely with customers 72% 45%
  34. 34. Driver 7. Experimentation Embracing risk and experimentation 40% 13% @insights2020
  35. 35. Key dimensions of Customer-Centric growth 8.  Leading role of I&A 9.  Unlocking the power of data 10. Critical capabilities TOTAL EXPERIENCE CUSTOMER OBSESSION INSIGHTS ENGINE CUSTOMER CENTRIC GROWTH @insights2020
  36. 36. Driver 8. Leading role of I&A 51% 18% I&A leading the business
  37. 37. Driver 8. Leading role of I&A I&A reports into the CEO 29% 12%
  38. 38. Driver 9. Unlocking the Power of Data THE ECONOMIC GRAPH Linking different data sources to distil insights 67% 34%
  39. 39. Driver 10. Critical Capabilities Storytelling 61% 37% Business Sense 75% 50% ‘Wholebrain’ thinking 71% 42% @insights2020
  40. 40. 10 drivers of Customer-Centric growth 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 @insights2020
  41. 41. 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%-2% @insights2020
  42. 42. NOW what? ü  Focus on products and services Focus on Total Experience @insights2020
  43. 43. ü  NOW what? Focus on detail of data Focus on actionability of data @insights2020
  44. 44. ü  NOW what? Manage risk Experiment! @insights2020
  45. 45. ü  NOW what? Deliver to customers Co-create and innovate with customers @insights2020
  46. 46. Join us! Collaborating Experimenting movement Crowd Sourcing Data collecting PublishingSharing Networking
  47. 47. Next steps – Insights2020 Movement 47 5 4 3 2 Linking multiple data sources Data as service to the customer On- and offline integrated 1 Know what data you have Predictive, Forward looking @insights2020
  48. 48. 2015 Global Insights2020 Q4 Events 48
  49. 49. 2015 Publicity 49
  50. 50. 2016 CMO and I&A Round Tables 50
  51. 51. Coverage – 2016

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