how audi created a unified view of their customer
DESCRIPTION
The story of how Holler’s data dept worked with Audi to create a unified view of an Audi customer. The presentation covers the: * Issues needed to overcome to bring together a range of disparate data sources * The 7 steps to building a unified view of your customer * How a unified view of the customer unlocks value in the organisation.TRANSCRIPT
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How Audi Created a Unified View of Their Customer.Leads, Luxury, Loyalty18th March 2014
Mike Hill
www.holler.com.au
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© 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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© Copyright 2013 Holler Sydney. All Rights Reserved
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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© Copyright 2013 Holler Sydney. All Rights Reserved
Crossing the stream
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© Copyright 2013 Holler Sydney. All Rights Reserved
So it appears that everyone is good at sales?
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© Copyright 2013 Holler Sydney. All Rights Reserved
We need to build relationships
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CRM/Loyalty Strategy
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© Copyright 2013 Holler Sydney. All Rights Reserved
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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© Copyright 2013 Holler Sydney. All Rights Reserved
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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© Copyright 2013 Holler Sydney. All Rights Reserved
Why have a single a SCV?
Personalised
Optimised
Focus
Channel roles
Insights
Increased CLV
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© Copyright 2013 Holler Sydney. All Rights Reserved
The steps to creating Audi’s Single Customer View
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© Copyright 2013 Holler Sydney. All Rights Reserved
Audi Vision – Be the No.1 luxury brand by 2020
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© Copyright 2013 Holler Sydney. All Rights Reserved
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