customer insights : what & why ?

Customer Insights

Siska Bossuyt

CRM Coach JEZZUP

February 2014

CUSTOMER INSIGHTS

ACQUIRE RETAIN

GROW

Challenging economy

Higher competitive landscape

Digital world

Accelerating changes

New and other opportunities

More demanding customers

From .... Selling the brand

To .... Understanding and selling the

experience

We need to listen and understand our

customers

We need ....

Customer Insights

Wat makes it so difficult to

listento our

customers?

Information overload

No siloes anymore

Empowered customers

Team Matters

Consultative Selling

Sales needs to focus on the things that REALLY matter

We need Actionable Insights

Social Presence Sales

Marketing Customer Care

Customer

360°

A 360° view on the customer ...

• Financial reports

• Credit approvals

• Relations across departments

• Other relationships

• Additional client information

• Notes & attachments

• Info required by Marketing

• Service team

• Sales plan for current year

• Opportunities at

each stage of the

sales cycle

• Client Organisation

• Key people

• Products

• Terms and conditions

• Per

customer(group)

• Per product

Contacts

Our Organization

• Correspondance

• Meeting reports

• Contacts

• Marketing

campaigns

Activities

Rich Customer Data

Basic Customer Data

Account Plans

Sales Pipeline

Value Proposition Relations

Financial Info

Costs & Profitability

• Industry analysis

• Ratings Expert analysis

• Name, address, ID number

• Legal information

Sales

Post Sales

Pre Sales

Sales Performance

Which are ourlowest/highest margin customers ?

What impact will new products/services have on revenue and margins?

Who are my customers and what products are they buying?

Which customersare most likely to go to the competition ?

What is the most effective distribution channel?

What product prom--otions have the biggest

impact on revenue?

Marketing performance

Marketing

Sales

Sales qualified lead

Traffic generation (new/existing)SEO, Social Media, E-mail, Direct mail,….

Deal

Proposal

Opportunity

Qualified Lead

Lead

Social analysis

20%expect a response within 1 hour via social media

44%of consumers complain via social media

1.2bposts per day just on Facebook and Twitter alone

57%through the buying cycle before they contact you

Buyers today are over

Listen

Engage

Amplify Solv

e

Inn

ovate

Co

llab

ora

te How can I best educate myself on my prospect before we meet?

How can I have a positive impact on my company?

How can we ensure the success of our marketing efforts and lessen risk?

How can I resolve customer issues and bolster our brand?

List

en

Enga

ge

Am

plif

y

Solve

Innovate

Analyze

List

en

Enga

ge

Am

plif

y

Solve

Innovate

Analyze

Engage

AmplifySolve

Innovate

AnalyzeSolve

Engage

Collaborate

Solve

ListenAm

plify

Solve

Analyze

Listen

Inn

ova

teListen

Solve

Inn

ova

te

Engage

Solve

Engage

Solve

Collaborate

Co

llab

ora

te

Collaborate

Collaborate

TRANSLATED INTO A CRM SOLUTION

360o

Customer

Visibility by Role

Customer

Analytics for

Strategic

Segmentation

Predictive

Analytics for

Targeted Selling

Current View of Customer

Sales Rep Customer

Current Cross-Sell and Up-Sell Success

They Don’t Know My Business

View of Customer with CRM

Sales Rep Customer

Improved Cross-Sell and Up-Sell Success thru

More Complete View of Customers’ Needs

They Understand

My Problems!

Customer Analytics

Social Analysis

Campaign Management

A REAL LIFE SALES SCENARIO

TO REMEMBER

Customer Insights – In Summary

We need to understand our

customers better

Listen and ANALYZE

Linked to CRM for real

customer insights

Powerful tools for actionable insights :

• Inline Vizualizations

• Excel Integration

• On the Road

• Advanced Analytics

Thank you !

Siska Bossuyt

CRM Coach JEZZUP

siska@jezzup.com

Prepared for February 2014