how audi created a unified view of their customer

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How Audi Created a Unified View of Their Customer.Leads, Luxury, Loyalty18th March 2014

Mike Hill

www.holler.com.au

© Copyright 2013 Holler Sydney. All Rights Reserved

Today1. Introduction

2. The Audi vision and some context.

3. Project Fish Finder – The Single Customer View

4. Why have a single Customer View

5. 7 Key steps to success

6. When I walk away today I will…

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The Audi Vision …and some context

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Audi Vision – Be the No.1 luxury brand by 2020

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In our world, test drives rule

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Crossing the stream

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So it appears that everyone is good at sales?

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We need to build relationships

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CRM/Loyalty Strategy

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Project Fish Finder: TheThe Single Customer View

Plug: Seriously though, I love fishing. All our clients enjoys days out on a boat with me fishing in the sun.

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What is a single customer view?

The single customer view brings together all the disparate data sources an organisation has about each of their customers into a unified, holistic view.

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Why have a single a SCV?

Personalised

Optimised

Focus

Channel roles

Insights

Increased CLV

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The steps to creating Audi’s Single Customer View

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Audi Vision – Be the No.1 luxury brand by 2020

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1. Create a focused team Bad Good

CRM/Loyalty part of marketing/IT function.

Focused internal team with responsibility and accountability.

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2. Define business outcomesBad Good

We want to increase revenue.

Increase median CLV from $Xk to $Yk by increasing the propensity to repurchase after 4 years from Z% to A% by 2016.

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3. Define metric calculationBad Good

We want to increase revenue.

Increase median CLV from $500k to $750k by increasing the propensity to repurchase after 4 years from 40% to 55% by 2016.

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4. Define customer segmentsBad Good

• Pre-sale• Sale• Post sale

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5. Defining the comms strategyBad Good

Post purchase thank you email.

Targeted on-boarding program designed to drive conversation, advocacy and purchase affirmation.

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6. Defining the data strategyBad Good

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CRM/Loyalty Strategy

20 3040

Overachievingwith styleA1 & A3

UpgradingQ5 & Q7

My life, my way A4 & A5

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7. Drive insights back

Visit: vimeo.com/71076193

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Creating your Single Customer View

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1. Change your approach From To

Sales Loyalty

Data/technology Customer experience

Subjective, un-stated objectives

Specific, contextual, timely outcomes

Brand team slightly responsible and accountable

Dedicated team completely responsible and accountable

Technologies trying to “talk” to each other

Separation of concerns based on DSL

Blanket comms Comms based on contextualised segment

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2. Go through the process1. Create a team with responsibility and accountability

2. Define & get stakeholder approval of business outcomes

3. Calculate the business metrics

4. Customer profile/s and journey map/s

5. Communication strategyi. Behaviour segment

ii. Contextualised message

6. Data strategy i. Business taxonomy

ii. Enterprise service bus

7. Use voice of customer to deploy insights into your business