Customer Insights : What & Why ?

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Information about Customer Insights : What & Why ?
Business & Mgmt

Published on February 18, 2014

Author: SiskaBossuyt



What is Customer Insights and Why is this important ? How is this related to CRM ?

Customer Insights Siska Bossuyt CRM Coach JEZZUP February 2014



Challenging economy Higher competitive landscape Digital world Accelerating changes New and other opportunities More demanding customers

From .... Selling the brand To .... Understanding and selling the experience

We need to listen and understand our customers

We need .... Customer Insights

Wat makes it so difficult to listen to our customers?

Information overload

No siloes anymore

Empowered customers

Team Matters

Consultative Selling

Sales needs to focus on the things that REALLY matter

We need Actionable Insights Social Presence Sales Customer Marketing Customer Care 360°

A 360° view on the customer ... • Name, address, ID number • Legal information • Per customer(group) • Per product Basic Customer Data Costs & Profitability • Additional client information • Notes & attachments • Info required by Marketing Rich Customer Data • Industry analysis Expert analysis • Ratings • Financial reports • Client Organisation Contacts Pre Sales • Key people Sales Our Organization • Service team Financial Info • Credit approvals Post Sales • Correspondance • Opportunities at each stage of the sales cycle Sales Pipeline • Products Activities • Meeting reports • Contacts • Marketing campaigns Relations Value Proposition • Terms and conditions Account Plans • Sales plan for current year • Relations across departments • Other relationships

Sales Performance Which are our lowest/highest margin customers ? Who are my customers and what products are they buying? What is the most effective distribution channel? What product prom-otions have the biggest impact on revenue? Which customers are most likely to go to the competition ? What impact will new products/services have on revenue and margins?

Marketing performance Traffic generation (new/existing) SEO, Social Media, E-mail, Direct mail,…. Marketing Lead Qualified Lead Opportunity Sales qualified lead Sales Proposal Deal

Social analysis 1.2b 44% posts per day just on Facebook and Twitter alone of consumers complain via social media Buyers today are over 57% through the buying cycle before they contact you 20% expect a response within 1 hour via social media

Solve Collaborate Solve Listen Listen Amplify Listen Solve Engage Solve Innovate Solve Collaborate Innovate Solve Innovate Analyze Engage Collaborate Solve Engage Amplify How can we ensure the success of our marketing efforts and lessen risk? Engage Collaborate Analyze Engage Solve Amplify How can I best educate myself on my prospect before we meet? Amplify Analyze Listen Solve Collaborate Solve Innovate Listen Innovate Amplify Collaborate Engage Engage Listen Innovate How can I have a positive impact on my company? Analyze How can I resolve customer issues and bolster our brand?


Current View of Customer o They Don’t Know My Business 360 Customer Visibility by Role Sales Rep Customer Analytics for Strategic Segmentation Predictive Analytics for Targeted Selling Customer Current Cross-Sell and Up-Sell Success View of Customer with CRM They Understand My Problems! Sales Rep Improved Cross-Sell and Up-Sell Success thru More Complete View of Customers’ Needs Customer

Customer Analytics

Social Analysis

Campaign Management



Customer Insights – In Summary We need to understand our customers better Listen and ANALYZE Linked to CRM for real customer insights Powerful tools for actionable insights : • Inline Vizualizations • Excel Integration • On the Road • Advanced Analytics

Thank you ! Siska Bossuyt CRM Coach JEZZUP Prepared for February 2014

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