insights2020 research

DRIVING GROWTH THROUGH CUSTOMER CENTRICITY

APRIL 2016

Introductions

Steven Berkhout Associate Director

Vermeer

Jack Koch Head of Audience Research

LinkedIn

About Vermeer

@insights2020

Strategy

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Segmentation

Strategy

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Purposeful Positioning

Structure

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Marketing Organization

Capability

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Masters of Marketing in a Digital Age

Valuation

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Brand & Marketing Mix Valuation

Thought Leadership

@insights2020 9

Thought Leadership

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Today

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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

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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

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Everybody talks about Customer Centricity

But ... does it drive business growth?

Insights2020 focus

HOW to achieve

Customer Centricity?

WHAT are the drivers of

Customer Centricity?

Insights2020 Advisory Board

Keith Weed Unilever

Sir Martin Sorrell WPP

Diego Scotti Verizon

Julian Prynn BAT

Jerry Wind Wharton

Harish Bhat TATA

Gayle Fuguitt ARF

Rob Norman GroupM

Tony Fagan Google

Barbara Lamprecht Volkswagen

The Insights2020 Coalition

Founding Partners Publishing Partners

@insights2020

Largest and most global I&A study ever conducted

60 Markets 337 Vision Interviews 10,495 Survey Respondents

• LinkedIn Behavioral Analysis • Wharton Crowd Sourcing • 8 Global research teams • Cross-industry, Cross-function

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Overperformers vs Underperformers

Opportunities

Insights into action across all

touchpoints

Behavioral Data Personalization Brand

Purpose

Especially true for overperformers

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Challenges

Internal silos & bureaucracy

Legacy of structure & functions

Making sense of data

Recruiting wholebrain

people

Especially true for underperformers

Especially true for overperformers

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Key dimensions of Customer-Centric growth

CUSTOMER CENTRIC

GROWTH

TOTAL EXPERIENCE

CUSTOMER OBSESSION

INSIGHTS ENGINE

@insights2020

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

Driver 1. Purpose-led

Link everything to a clear brand purpose

80% 32%

Driver 2. Data-driven customization

Creating experiences based on data driven insights

73% 31%

Driver 3. Touch point consistency

I&A to drive consistency across all touch points

64% 29%

Key dimensions of Customer-Centric growth

4. Embraced by all 5. Leadership priority 6. Collaboration 7. Experimentation TOTAL

EXPERIENCE CUSTOMER OBSESSION

INSIGHTS ENGINE

CUSTOMER CENTRIC

GROWTH

@insights2020

Driver 4. Embraced by all

Customer Centricity is fully embraced by all functions

79% 13%

Driver 5. Leadership priority

Customer Centricity is a top priority for leaders

Incentives are based on customer related KPIs

91% 48%

45% 24%

Driver 6. Collaboration

Work closely with customers

72% 45%

Driver 7. Experimentation

Embracing risk and experimentation

40% 13%

@insights2020

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

Driver 8. Leading role of I&A

51% 18%

I&A leading the business

Driver 8. Leading role of I&A

I&A reports into the CEO

29% 12%

Driver 9. Unlocking the Power of Data

THE ECONOMIC GRAPH Linking different data sources to distil insights

67% 34%

Driver 10. Critical Capabilities

Storytelling 61%

37%

Business Sense 75%

50%

‘Wholebrain’ thinking 71% 42%

@insights2020

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

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%

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NOW what?

Focus on products and services Focus on Total Experience

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NOW what?

Focus on detail of data Focus on actionability of data

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NOW what?

Manage risk Experiment!

@insights2020

NOW what?

Deliver to customers Co-create and innovate with customers

@insights2020

Join us!

Collaborating

Experimenting

movement

Crowd Sourcing

Data collecting

Publishing Sharing

Networking

2016 CMO and I&A Round Tables

Coverage – 2016

Mission: Connect the world’s professionals to make them more productive and successful

#1 Value: Our Members Come First

LinkedIn is Uniquely Positioned To Help Drive Customer-Centric Growth

Growth requires personalized experience at scale

Creating experiences based on data driven insights

73% 31%

Linking different data sources to distil insights

67% 34%

Using insights and data to drive consistency across all touch points

64% 29%

Growth requires personalized experience at scale

ORGANIC / SPONSORED CONTENT

The most effective platform for marketers to engage with professionals

CONTENT MARKETING

SALES NAVIGATOR

SOCIAL SELLING

Empower your sales teams with social intelligence and content to share

Growth requires personalized experience at scale

EY personalizes conversations for customers and clients with specific thought leadership to deepen relationships while maintaining consistent purpose-driven messaging

• Identify the right marketing and sales targets

• Connect in a personal way

• Build relevant relationships in a credible context

• Convert marketing activities into sales

Growth requires personalized experience at scale

Growth requires alignment on brand purpose

Link everything to a clear brand purpose

80% 32%

Customer centricity is a top priority for leaders

91% 48%

Customer centricity is fully embraced by all functions

79% 13%

PUBLISHING PLATFORM THOUGHT LEADERSHIP

Empower your leaders to communicate directly with

key stakeholders, employees, and prospective talent

Growth requires alignment on brand purpose

ELEVATE

Leverage your employees’ collective influence

to share content that is “on brand”

EMPLOYEE ACTIVATION

Growth requires alignment on brand purpose

Communicate purpose continuously, internally and externally

Transforming employee engagement – moving from inspiration, to advocating, to attraction

• Share stories in a credible context

• Amplified by employees

• Connecting the external and internal world of the company

• Driving overall corporate and employer reputation – and building your Talent Brand

Growth requires alignment on brand purpose

Growth requires hiring, developing, and retaining people

Business sense

77% 50%

“Wholebrain” thinking

71% 42%

Storytelling

61% 37%

JOBS APP

Find the right job or have the right job find you

JOBS SEARCH

Growth requires hiring, developing, and retaining people

RECRUITER PLATFORM

Powerful business intelligence to find the right active and

passive candidates

RECRUIT GREAT TALENT

Growth requires hiring, developing, and retaining people

Acquire the skills you need to succeed

LYNDA.COM

TRAIN & DEVELOP TALENT

Growth requires hiring, developing, and retaining people

Dell encourages employees to create strong profiles and networks, building talent brand and driving referrals

Investing in developing and improving skills

• Identify the right talent

• Connect in a personal way

• Recruit talent to join your purposeful team

• Grow the talent you have through training and development

Growth requires hiring, developing, and retaining people

Overperformers leverage the multiplication effect to drive growth

more likely to use all 4 aspects

of LinkedIn

LI Recruiter (Hiring)

LI Sales Navigator (Social Selling)

LI Marketing Solutions (Brand Activation)

LI Elevate (Employee Activation)

400% at least 3 aspects

68% at least 2 aspects

41% at least 1 aspect

18%

Overperformers:

Connecting professionals and brands to drive customer-centric growth through talent, marketing, and sales