customer insights : what & why ?
DESCRIPTION
What is Customer Insights and Why is this important ? How is this related to CRM ?TRANSCRIPT
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
