Do you really know your customer ?

Hello!

Salam

Bastien RENAULT

1

CUSTOMERS NEW TRENDS“ There is no good wind for the sailor who doesn’t know his port ”

Taste-communitingNo territory control

Selfie generationIntimacy democratisation

NEW CHANNELS NEW REFEREES

NEW NEEDS NEW BEHAVIOURS

Expectations Number of channels

2

GCC TRENDS

Nationalities& education

CHANNELS PURCHASEMIX

MobileInstagramYoutubeSnapchat

Rationality

Hard to define standard patterns

3

GLOBAL TRENDNew situation

Lateral power“reviewing or purchasing is voting”The Consum’actor is

born

Before

Now

4

Why customers are abandoning a brand ?

GLOBAL TREND

Moved

Lured by competitor

Product/service dissatisfaction

Indifference from the brand68

%

5

Customer relationship = trade relationship?

Trade relationship

Socialrelationship

Not anymore !

6

Location Location Location

Presence Presence Presence

B2C H2H Human to Human

Ads Ads Ads

Content Content Content

CHANGE OUR BUSINESS APPROACH

BEFORE NOW

Slow Simple Small

Velocity Variety Volume

DATA DATA

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TO UNDERSTAND OUR GUEST

RETENTION COST < ACQUISITION COST

7 times cheaper…

8

What is gathering them around you ?

UNDERSTAND OUR GUEST

What is their perceived value ?

“It is emotional, not material”

LINK ?The price?The service?The design?The image?

9

HOW DO YOU DISCOVER YOUR GUEST ?

Capitalise on customer’s MMI syndrome“Me, Myself and I”

1

Don’t do the same thing !2

- Respect the 20/80 rule20% product, 80% sharable interesting

content- listen

“It takes 3 years to learn how to speak but an entire life to learn how to listen”

3 Have conversations ( ≠ Connections)

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HOW DO YOU DISCOVER YOUR GUEST ?Monitor your digital ecosystem4

“People confirm their state of mind or opinion to the community they trust”

Make an after purchase survey

- observe the contagion (+ or -)

- act quickly - let them express themselves in your garden

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HOW DO YOU DISCOVER YOUR GUEST ?

Rewarding him5

When ?

To get nominal data

Only purchases ?Also when Sharing posts, whenreferring new customer, when reviewing…

Why ?

A T A D

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THE D.A.T.A. RULES

Draw in the staff

Accessibility

Tool Automation

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THE D.A.T.A. RULES

- all levels- move from a verbal to a written culture

- involve everybody since the beginning

Draw in the staff

D

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THE D.A.T.A. RULE

- relevant for each user- treated data

Accessibility A

no raw data

15

THE D.A.T.A. RULE

Accessibility

AEx : from your counting machines, you get this kind of format

16

THE D.A.T.A. RULEAccessibility

ABut you present this to the sales staff

Name and profile of the approaching customer

no raw

data

17

THE D.A.T.A. RULEAccessibility

AYou present this to your operation managers

no raw

data

18

THE D.A.T.A. RULEAccessibility

AOr this to your brand managers

no raw

data

19

THE D.A.T.A. RULE

T Tool- interconnected (capture and storage tools)

Prepare your Business Process Mapping

And get a killer in your team

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THE D.A.T.A. RULE

- customer centric info

T Tool

CRM

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THE D.A.T.A. RULE

T Tool- adapted to your needs

Get a consultant !

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THE D.A.T.A. RULE

A Automation

Get a data cruncher !

Wow!Check this

Set your M2M alerts (SLA) : When do you want to be

notified…

G

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THE DATA EFFECTPath to happiness

Getdata

knowyourguest

HappinessEmotional

relationshipBehavioral loyalty

customised offers

H2Happroach

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CONCLUSION

“Give products, you will feed their needs, give emotions you will feed theirheart”

And wallet is always close to the heart !

THANK YOU

Bastien RENAULT