why customer centricity & not...
TRANSCRIPT
Why Customer Centricity & not Technology
is the Future of MR
© C3Centricity
IIeX-NA, AtlantaDenyse Drummond-Dunn
(@Denysech)
© C3Centricity © C3Centricity 2/50© C3Centricity SOURCE: ESOMAR GMR 2015
MR Industry is Stagnant at
$43bn
NOTE: Net growth rates 2014 (Adjusted for inflation)
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Need to Transform our Business
SOURCE: GRIT Report Q3-4 2015 3
Qn.: Do you think there is a need to transform all or part of the business to remain competitive
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Top 10 Industry Challenges
SUPPLIERSCLIENTS
SOURCE: GRIT Report Q3-4 2015
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Marketing is now Art AND Science
SOURCE: Korn Ferry. IMAGE: Blackinkrol.com
© C3Centricity SOURCE: Forrester “The Business Impact of CEX” © C3Centricity 6
Performance CEX Leaders & LaggardsCEX
Leaders
S&P 500 Index CEX
Laggards
43%
48%A Top Company Objective
NOTE: S&P 500 2007 - 2012
33.9%
14.5%91%
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3 Things to Start Doing Today!
1. Customer Objectives2. Customer Understanding3. Customer Connection
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What price should Brand “S” be?
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At what price does our target audience value the brand? What price would they
be willing to pay?
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1. Define Customer Objectives
1. Define Customer Objectives
How can we grow the market share of Brand “A”?
How can we attract consumers from competitor Brand “X” who are looking for a low sugar CSD?
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2. Deepen Customer Understanding
SOURCE: ESOMAR GMR 2015
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Download the 4W™ Template on C3Centricity
2. Understand Customers’ Why
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“The less qns we ask - to consumers - the more answers we’ll get”
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Segmentation Bases
SOURCE: eConsultancy 2014 12/32
2. Target using Customers’ Why
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Search, Social Media helps explain Consumers’ WHY?
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3. Increase Customer Connections
Watch/Listen to Customers- WITH your Colleagues
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Be the Customer
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3 Things to Start Doing Today!
1. Customer Objectives2. Customer Understanding3. Customer Connection
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Think Customer First
“What would our customers think about the decision we’ve just made / will make?”
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Email: [email protected]: +41 79 933 9789Twitter: @Denysech
www.C3Centricity.comwww.WinningCustomerCentricity.com
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