This document discusses driving growth through customer centricity. It summarizes research from a large global study on how companies can achieve customer centricity. The research identified 10 key drivers of customer-centric growth, including having a clear brand purpose, data-driven customization, consistency across touchpoints, and leadership prioritizing customer centricity. Companies that more fully embraced these 10 drivers saw higher revenue growth potential compared to underperformers. The document encourages companies to focus on total customer experience, make data more actionable, and experiment more.

1. DRIVING GROWTH THROUGH
CUSTOMER CENTRICITY
NOVEMBER 2015

2. Introductions
2
Marc de Swaan Arons
CMO and Executive Board member
Millward Brown Vermeer
Christina Jenkins
Director, Global Research
LinkedIn

3. Insights2020 Partners
@insights2020

4. Strategy
@insights2020
Segmentation

5. Strategy
@insights2020
Purposeful Positioning

6. Structure
@insights2020
Marketing Organization

7. Capability
@insights2020
Masters of Marketing in a Digital Age

8. Valuation
@insights2020
Brand & Marketing Mix Valuation

9. Thought Leadership
@insights20209

10. Thought Leadership
@insights2020

11. Thought Leadership
Big Insights
Purposeful Positioning
Total Experience

12. Thought Leadership
@insights2020
Big Insights
Purposeful Positioning
Total Experience

13. Today
@insights2020

14. Today
@insights2020
Today
Video

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. 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. Everybody talks about Customer Centricity

18. But ... does it drive business growth?

19. Insights2020 focus
HOW
to achieve
Customer Centricity?
WHAT
are the drivers of
Customer Centricity?

20. The Insights2020 Coalition
Founding Partners Publishing Partners
@insights2020

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. Overperformers vs Underperformers

23. Opportunities
Insights into action
across all
touchpoints
Behavioral
Data
Personalization
Brand
Purpose
Especially true
for overperformers
@insights2020

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. Key dimensions of Customer-Centric growth
CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
@insights2020

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. Driver 1. Purpose-led
Link everything to a
clear brand purpose
80%
32%

28. Driver 2. Data-driven customization
Creating experiences based
on data driven insights
73%
31%

29. Driver 3. Touch point consistency
I&A to drive consistency
across all touch points
64%
29%

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. Driver 4. Embraced by all
Customer Centricity is fully
embraced by all functions
79%
13%

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. Driver 6. Collaboration
Work closely with
customers
72%
45%

34. Driver 7. Experimentation
Embracing risk and
experimentation
40%
13%
@insights2020

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. Driver 8. Leading role of I&A
51%
18%
I&A leading the
business

37. Driver 8. Leading role of I&A
I&A reports into
the CEO
29%
12%

38. Driver 9. Unlocking the Power of Data
THE ECONOMIC GRAPH Linking different data
sources to distil insights
67%
34%

39. Driver 10. Critical Capabilities
Storytelling
61%
37%
Business Sense
75%
50%
‘Wholebrain’ thinking 71%
42%
@insights2020

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. 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. NOW what?
ü
Focus on products and services Focus on Total Experience
@insights2020

43. ü
NOW what?
Focus on detail of data Focus on actionability of data
@insights2020

44. ü
NOW what?
Manage risk Experiment!
@insights2020

45. ü
NOW what?
Deliver to customers Co-create and innovate with customers
@insights2020

46. Join us!
Collaborating
Experimenting
movement
Crowd
Sourcing
Data
collecting
PublishingSharing
Networking

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. 2015 Global Insights2020 Q4 Events
48

49. 2015 Publicity
49

50. 2016 CMO and I&A Round Tables
50

51. Coverage – 2016