5 Practical Steps to Energize your Organization and Bring Customer First Engagement to Life

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Information about 5 Practical Steps to Energize your Organization and Bring Customer First...

Published on December 19, 2016

Author: dunnhumby

Source: slideshare.net

1. Engaging the organization and inspiring everyone to do their best for customers Bringing Customer First to Life

2. Today’s Presenter David Ciancio Senior Customer Strategist dunnhumby @davidciancio

3. 3 © dunnhumby 2016 | Confidential Destination – driving growth Knowing about customers • Segmented • Brand promises • Plans consider customers • Loyalty programme Raison d’être • Personalised • One promise = do only what’s right for customers • Loyalty conversations Saying we are loyal • Segmented • Having customer promises • Plans built around customers • Loyalty propositions Customer Conscious Customer LoyalCustomer Centric All about us All about our customers

4. 4 © dunnhumby 2016 | Confidential Summary: five practical steps to Bring Customer First to Life Use data to better understand customer needs Create & embed a common customer language Engage the army of your people Show tangible change in the store Align processes, systems, and structures

5. 5 © dunnhumby 2016 | Confidential save time appeal curate remind simplify surprise educate inform reflectshop select buydiscover 1. Use data to better understand customer needs

6. 6 © dunnhumby 2016 | Confidential Surprise me with special savings or deals Inform me about sales, promotions, or events Make it easy for me to budget Offer me products and services that appeal Make it easy for me to find the information I need Provide me with information that is relevant to me Save me time in planning my shop +14.0 +12.5 +12.3 +9.5 +7.4 +6.8 +6.8

7. 7 © dunnhumby 2016 | Confidential 2. Create & embed a common customer language

8. 8 © dunnhumby 2016 | Confidential What do we stand for? 8 Prices are good The people are great! Customers get what they want It’s easy to shop Great quality fresh products

9. 9 © dunnhumby 2016 | Confidential Examples of the customer language: it’s about growth We would need to find 12 new customers for each lost loyal customer Our best customers are only giving us half of their spend Customers have told us what is most important to them: our customer promises Every 1% increase in loyalty returns nearly 1% in L4L growth

10. 10 © dunnhumby 2016 | Confidential Words matter 10 Today Customers = 31x Sales = 8x Loyal = 7x Reward = 7x Pre-Growth Customers = 3x Sales = 18x Loyal = 0x Reward = 0x

11. 11 © dunnhumby 2016 | Confidential Customers must be considered in human and people terms

12. 12 © dunnhumby 2016 | Confidential 3. Engage the army of your people

13. 13 © dunnhumby 2016 | Confidential Empower and Energize Front Line Associates

14. 14 © dunnhumby 2016 | Confidential

15. 15 © dunnhumby 2016 | Confidential One Person, One Store = Big Difference for Customers

16. 16 © dunnhumby 2016 | Confidential 16 4. Show tangible change in store

17. 17 © dunnhumby 2016 | Confidential 17

18. 18 © dunnhumby 2016 | Confidential 18 CREAMS WHITENERS LACTOSE FREE FORTIFIED1% 2% HOMOGENIZED CHOCOLATE

19. 19 © dunnhumby 2016 | Confidential INSIGHT

20. 20 © dunnhumby 2016 | Confidential 20

21. 21 © dunnhumby 2016 | Confidential 5. Align processes, systems, and structures

22. 22 © dunnhumby 2016 | Confidential

23. 23 © dunnhumby 2016 | Confidential Rewrite the Customer-First History for Employees

24. 24 © dunnhumby 2016 | Confidential Getting our money and our measures right 24

25. 25 © dunnhumby 2016 | Confidential You will need a strongly-led change programme 25 Senior cross-functional team leading the charge Leaders cast long shadows • Change our body language Engage the middle layer • They are key to success Sell the vision and the story: The case for change is relevant for everyone It will change the hardwiring of our business: systems, processes, data, structures • What will stop as well as start? We will have to communicate relentlessly. Brand the change

26. 26 © dunnhumby 2016 | Confidential save time appeal curate remind simplify surprise educate inform reflectshop select buydiscover 1. Use data to better understand customer needs

27. 27 © dunnhumby 2016 | Confidential 2. Create & embed a common customer language

28. 28 © dunnhumby 2016 | Confidential 3. Engage the army of your people

29. 29 © dunnhumby 2016 | Confidential 29 4. Show tangible change in store

30. 30 © dunnhumby 2016 | Confidential 5. Align processes, systems, and structures

31. WEBINAR Q&A David Ciancio David.Ciancio.Contractor@dunnhumby.com @davidciancio dunnhumby.com

32. Thank You

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