Post on 20-Aug-2015
transcript
New York I Timisoara I London I Rotterdam I Ghent
www.insites-consulting.com
Customer centricity: still in its infancy?
by Ramon Pardo, Managing Director InSites Consulting the Netherlands
Customer Centricity Status research in Service Industries
The main research objective? Validating a Customer Centric framework across industries and thus understanding the progress organisations from different Service Industries have made in becoming more Customer Centric. What did we do? • Qualitative in-depth online interviews with
business people from each of the industries • Online questionnaire via Social Media & SAS
database
Download the full SAS whitepaper for more information (Dutch version – English will be available from February 18, 2013).
“If your eyes are facing your boss,
your back is facing your customer”
And you? Are you customer centric?
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
17
About 10% states:
We are NOT customer centric at all!
18
About 10% states:
We are VERY customer centric!
19
The thruth is: you are stuck in the middle.
Lot’s of opportunities to become more customer centric.
0%
10%
20%
30%
40%
50%
0-2 3-4 5-6 7-8 9-10
Customer centricity is far from mature
20
Level of Maturity
Nu
mb
er o
f co
mp
anie
s
SELF-CENTRIC (score: 0-2)
AMBITIOUS (score: 3-4)
LEARNING (score: 5-6)
EXPERIENCED (score: 7-8)
MATURE (score: 9-10)
10%
28%
43%
15%
4%
21
Towards a great experience in all touchpoints.
Knowing and managing the current & future value of customers.
Guiding customers through the customer relation.
22
Let’s look at some facts & figures
23
Putting the
customer
central
CUSTOMER CENTRICITY
24
88 %
HAS A GOOD IDEA WHAT
„CUSTOMER CENTRICITY‟ STANDS FOR.
GOAL: IMPROVING SERVICE
“A well-organized front-end
and quick service”
“Give the client value-for-
money”
Q: What are the 5 main benefits of becoming a truly customer-centric company?
25
31%
24%
8%
6%
10%
4%
8%
4%
1%
4%
50%
40%
56%
47%
43%
42%
35%
21%
22%
15%
19%
8%
Strongest benefit
Strong benefit (2 - 5)
Weak benefit
Increase loyalty among existing customers
Increase satisfaction among existing customers
Optimize product / service offer
Reaching out to new customers
Seeking active interaction with customers
Communicate more effectively
Increase revenue
Sell more products / services
Optimize value-for-money of your marketing
investments
Seeking active interaction with key influential (e.g. a
lot of influence via social media)
Coping with competitors who are becoming customer
centric
Optimize pricing
Other
Customer centricity is focused on existing customer base.
26
Are we ‘somehow’ customer centric?
Marketing is too important to leave it to the marketers
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
However, there is a positive feeling
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
66% “We are making progress”
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
4/10 “We are better than the market”
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
31
Putting the
customer
central
CUSTOMER CENTRICITY
32
Putting the
customer
central
CUSTOMER CENTRICITY
LINKS THIS TO MARKETING / SALES ONLY
Only
10%
BY LISTENING!
NEED FOR KNOWLEDGE
“The customer
central”
“The customer as starting point of everything”
“Acting customer-focused.
Listening to the customer, for
example via market research” “Use own data to listen”
≥ observing
• Inzichten • Interactie • Improvement
33
88% 76%
90% 44%
69% 46%
34
35
About 1/3 companies invests in personalization of products, communication, prices…
to optimize the experience.
36
37
Less than 25% has good knowledge about potential customer value
38
Social….What?
“if you‟re not thinking in segments, you are not thinking at all‟
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
54% is not really thinking in segments…
………………………………………….………..……………..…………………………………………
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41
42
Very limited focus on maximizing customer loyalty.
0%
10%
20%
30%
40%
50%
0-2 3-4 5-6 7-8 9-10
0%
10%
20%
30%
40%
50%
0-2 3-4 5-6 7-8 9-10
0%
10%
20%
30%
40%
50%
0-2 3-4 5-6 7-8 9-10
0%
10%
20%
30%
40%
50%
0-2 3-4 5-6 7-8 9-10
Customer centricity is far from mature
43
Level of Maturity
Nu
mb
er o
f co
mp
anie
s
SELF-CENTRIC (score: 0-2)
AMBITIOUS (score: 3-4)
LEARNING (score: 5-6)
EXPERIENCED (score: 7-8)
MATURE (score: 9-10)
28%
Limited to non-existent
knowledge and absolutely
no ambition to become
customer centric
Limited access to
knowledge and tools and
ambitious while having
few experience
Learning in applying
customer centric
knowledge and using
tools, though experience
limited to certain
departments.
Extensive experience in
using customer centric
tools and knowledge in a
wide range of
departments
Customer Centricity
philosophy is fully
integrated in the whole
company
CUSTOMER CENTRICITY
CUSTOMER EXPERIENCE
CUSTOMER LIFECYCLE
CUSTOMER VALUE
44
The thruth is: you are stuck in the middle.
Lot’s of opportunities to become more customer centric.
How to get there: What are your priorities?
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
46
Current performance
imp
ort
ance
Company culture
Applying contact strategy Multichannel solutions
Integration of offline channels
Using business analytics
Research (QL & QT) Analytical CRM
Customer intelligence solutions
Social media analysis
Hiring employees & consultants for customer
centricity projects.
…………………………………………..…
Customer Centricity The science of managing
expectations.
…………………………………………..…
Real time collection of customer behavior data
is seen as really important.
48
38% thinks collecting real time data is really important
4% is collecting all real time data sources in real time
39% to some extend
49
difficult Real-time
data collection Real-time
data action
50
How to get there? ………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
0%
10%
20%
30%
40%
50%
0-2 3-4 5-6 7-8 9-10
Q: To what extent is your company involved in the following aspects related to the customer lifecycle?
Q: To what extent is your company involved in the following aspects related to the customer experience?
Q: To what extent is your company involved in the following aspects related to the customer value?
N (Total) = 72
Filter = None
Customer centricity is far from mature Companies are learning are predominantly in a learning stage
52
Level of Maturity
Nu
mb
er o
f co
mp
anie
s
CUSTOMER CENTRICITY: mean = 5.0
SELF-CENTRIC (score: 0-2)
AMBITIOUS (score: 3-4)
LEARNING (score: 5-6)
EXPERIENCED (score: 7-8)
MATURE (score: 9-10)
10%
28%
43%
15%
4%
Limited to non-existent
knowledge and absolutely
no ambition to become
customer centric
Limited access to
knowledge and tools and
ambitious while having
few experience
Learning in applying
customer centric
knowledge and using
tools, though experience
limited to certain
departments.
Extensive experience in
using customer centric
tools and knowledge in a
wide range of
departments
Customer Centricity
philosophy is fully
integrated in the whole
company
Become more customer centric…
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
A true customer centric Company Culture
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
A true customer centric Company Culture
Push the culture to the next level
Create a fantastic
Customer Experience ………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
Avoid Service schizophrenia
Start every
meeting with
a story about
a customer.
Create a listening culture
by sharing customer stories.
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
A true customer centric Company Culture
Push the culture to the next level
Capture the customer data
59
60
“Data is the new oil”
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………………………………………….………..……………..…………………………………………
A true customer centric Company Culture
Push the culture to the next level
Capture the customer data
Create real time applications
62
And remember… ………………………………………….………..……………..…………………………………………
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When your eyes are facing your boss, your back is facing the customer.
………………………………………….………..……………..…………………………………………
………………………………………….………..……………..…………………………………………
Customer Centricity Status research in Service Industries
The main research objective? Validating a Customer Centric framework across industries and thus understanding the progress organisations from different Service Industries have made in becoming more Customer Centric. What did we do? • Qualitative in-depth online interviews with
business people from each of the industries • Online questionnaire via Social Media & SAS
database
Download the full SAS whitepaper for more information (Dutch version – English will be available from February 18, 2013).
www.insites-consulting.com
New York I Timisoara I London I Rotterdam I Ghent
@pardochi
http://nl.linkedin.com/in/ramonatinsites
+31 10 742 10 31
Ramon.pardo@insites-consulting.com
Thank you!
Ramon Pardo, Managing Director InSites Consulting NL
Thank you! ………………………………………….………..……………..…………………………………………
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