Date post: | 12-Apr-2017 |
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p. 1
ACTITO The agile Relationship Marketing suite
“We help marketersto capture business opportunities on the customer journey,
with the right mix of marketing automation technology and services”
p. 2
Customer Centricity Survey ?
p. 3p. 3
• So you think you are customer centric ?
• Company = customer-centric
• New consumers, new marketing
still ?
• Gap Vision / Reality / Perception
The survey
More than 100 companies surveyed, June-July 2015
p. 5
100 companiesX
55 questions
Represented sectors
p. 6
Who’s looking for customer centricity ?
p. 7
MarketingMiddle management
30 – 39y
The whole company concerned
p. 8
The vision
Customer Centricity … A strategic priority
p. 10
The main reason ? Customer Centricity as a business model ?
p. 11
A long run
p. 12
First Distorsions : how quick ?
p. 13
Customer-centricMarketing
TODAY’s state ?
Perception - Were are you in terms of Customer-centric marketing …
p. 15
Reality check - The state of TECHNOLOGY ?
p. 16
58% 56%
39%
CUSTOMER DATABASE CAMPAIGN MGT MARKETING AUTOMATION
BOTH
Reality check - The state of DATA ?
p. 17
Reality check - The state of CONTENT marketing ?
p. 18
Reality check - The state of CUSTOMER JOURNEY marketing
p. 19
45%
74% 33%
HAVE CAMPAIGNS TRIGGEREDON INDIVIDUAL JOURNEY
Return on customer centricity
p. 20
YES 53%
NO
Perception vs reality : a gap …and still a long way to go …
p. 21
PERCEPTION
VS
REALITY
50% WAY
TECHNO
39%
DATA
26%
CONTENT
14%
TODAY’s obstacles
Are you ready for customer-centric marketing ?
p. 23
Lack of alignement on the how : Hierarchy + specialty + generation
p. 24
Top Managementvs
Operationals
Marketingvs IT
Older (50 – 65)vs
Younger (20-35)
Lack of alignment : Generations psychology
p. 25
Older (> 50)
80%Pace of change has accelerated
vs past
40% not confident or neutral
Younger (<30)
9% not confident or neutral
Lack of alignment : Different expectations
p. 26p. 26
Top Managementvs
Operationals
• Focus on culture & brand• Customer Centricity in 3,5 years
• Focus on incremental sales & ROI• Customer Centricity in 2,5 years
• Has to live with technology & data• Struggling with silos & organisation
• Buy a technology, want quick wins• Judge an never-known world
€Culture
Lack of Alignment : Different barriers
p. 27p. 27
1. Skills & organisation 3. time
2. Budget
UnderstandingFrom top
Partners
Tomorrow ?
Moving towards an agile company …
p. 29
CLOUD46% vs 19%
PROGRESSIVE72%
OUTSOURCING1/3
Move to the cloud, even more for companies with experience
p. 30
Customer centricity & marketing automation as a progressive project
p. 31
New value chain – new partners – new skills
p. 32
1/3 outsourced
Expected skills
New partners in the chain – Top 3 partners for customer centricity
p. 34
34%50% 39%
Conclusion
Which marketer / company are you ?
p. 36
Take aways
p. 37
• Customer Centricity is a 3-year vision
• It is seen as a business model• Maturity gap between perception &
reality• Technology is necessary but not a
feature to plug & play• Company requires a digital DNA
transfo• Marketers have the lead, CEO must
facilitate the organisation & the how
• New marketing value chain is rising• Rightsourcing 2/3 in – 1/3 out• Focus on agility & progressivity
p. 38
Thank you
Have a good learning day !