5 practical steps to energize your organization and bring customer first engagement to life

Engaging the organization and inspiring everyone to do their best for customers

Bringing Customer First to Life

Today’s Presenter

David CiancioSenior Customer Strategist

dunnhumby

@davidciancio 

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Destination – driving growth

Knowing about customers

• Segmented

• Brand promises

• Plans consider customers

• Loyalty programme

Raison d’être

• Personalised

• One promise = do only what’s right for customers

• Loyalty conversations

Saying we are loyal

• Segmented

• Having customer promises

• Plans built around customers

• Loyalty propositions

Customer Conscious Customer LoyalCustomer Centric

All about us All about our customers

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Summary: five practical steps to Bring Customer First to Life

Use data to better understand customer needs

Create & embed a common customer language

Engage the army of your people

Show tangible change in the store

Align processes, systems, and structures

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save time

appeal

curate

remind

simplify

surprise

educate

inform

reflectshop

select

buydiscover

1. Use data to better understand customer needs

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Surprise me with special savings or deals

Inform me about sales, promotions, or events

Make it easy for me to budget

Offer me products and services that appeal

Make it easy for me to find the information I need

Provide me with information that is relevant to me

Save me time in planning my shop

+14.0

+12.5

+12.3

+9.5

+7.4

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2. Create & embed a common customer language

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What do we stand for?

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Prices aregood The people

are great!Customers getwhat they want

It’s easyto shop

Great qualityfresh products

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Examples of the customer language: it’s about growth

We would need to find 12 new customers for each lost loyal customer

Our best customers are only giving us half of their spend

Customers have told us what is most important to them: our customer promises

Every 1% increase in loyalty returns nearly 1% in L4L growth

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Words matter

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TodayCustomers = 31xSales = 8xLoyal = 7xReward = 7x

Pre-GrowthCustomers = 3xSales = 18xLoyal = 0xReward = 0x

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Customers must be considered in human and people terms

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3. Engage the army of your people

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Empower and Energize Front Line Associates

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One Person, One Store = Big Difference for Customers

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4. Show tangible change in store

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CREAMS WHITENERS

LACTOSE FREE

FORTIFIED1% 2% HOMOGENIZED

CHOCOLATE

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INSIGHT

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5. Align processes, systems, and structures

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Rewrite the Customer-First History for Employees

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Getting our money and our measures right

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You will need a strongly-led change programme

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Senior cross-functional team leading the charge

Leaders cast long shadows• Change our body language

Engage the middle layer• They are key to success

Sell the vision and the story:The case for change

is relevant for everyone

It will change the hardwiringof our business: systems, processes,

data, structures • What will stop as well as start?

We will have to communicate relentlessly.

Brand the change

26 © dunnhumby 2016 | Confidential

save time

appeal

curate

remind

simplify

surprise

educate

inform

reflectshop

select

buydiscover

1. Use data to better understand customer needs

27 © dunnhumby 2016 | Confidential

2. Create & embed a common customer language

28 © dunnhumby 2016 | Confidential

3. Engage the army of your people

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4. Show tangible change in store

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5. Align processes, systems, and structures

WEBINAR Q&A

David CiancioDavid.Ciancio.Contractor@dunnhumby.com

@davidciancio 

dunnhumby.com

Thank You