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This Time it’s Personal The Practicality of Turning Insight into Action
© Orbital Integrated Solutions Ltd2 “FORECASTING RAIN DOESN’T COUNT. BUILDING ARKS DOES.” WARREN BUFFETT
© Orbital Integrated Solutions Ltd Business is competing in a world of changing operating models and increasing consumer expectations…… Experiences Services Goods Commodities Highly targeted Individual Scalable Generic Winning through exceptional service, and delivering a memorable and positive experience Winning through efficiency, transparency, responsibility and on price Avoiding a “Race to the Bottom”
© Orbital Integrated Solutions Ltd “Customer experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship” It’s easier to do business with existing customers than win new ones Good and bad experiences are easier to amplify than ever Competitiveness based on product /service price or features is increasingly unsustainable
© Orbital Integrated Solutions Ltd What is customer intimacy in practice? It’s multiple customer intimacy levels and scopes…. 5 Scope of customer intimacy strategy Depth of customer intimacy strategy Knowing Surfacing Acting Shaping SalesMarketingOperationsService Shaping core products, services and processes around customer preferences through collaboration Having an integrated view of customers, their preferences and their behaviour Making customer knowledge available to the right channels so that it can be acted on Delivering the most appropriate customer experience – requires empowered people with the right information, policies Making most appropriate offers Maximising lifetime value No surprises Delivering on moments of truth Most people work mostly on this
© Orbital Integrated Solutions Ltd Real customer intimacy requires real business integration 6 Scope of customer intimacy strategy Depth of customer intimacy strategy Knowing Surfacing Acting Shaping SalesMarketingOperationsService A customer’s journeys range back and forth across business silos; your ability to act optimally depends on capabilities being integrated around customer needs through each journey Integrated knowledge of customers and their behaviour is essential A customer’s journey The right knowledge must be provided to the right systems and empowered employees – across channels
© Orbital Integrated Solutions Ltd Where is a good place to start? Orbital Customer Intimacy Maturity Model provides a company or division with specific focus areas.. 7 Scope of customer intimacy strategy Depth of customer intimacy strategy Knowing Surfacing Acting Shaping SalesMarketingOperationsService Each box mapped against a maturity model
© Orbital Integrated Solutions Ltd Group Revenues of £2,230m in 2011 Coach Business in UK revenues of £259m. Key part of vision is “...to earn the lifetime loyalty of our customers.” Working with Orbital as part of strategic review against this vision.
© Orbital Integrated Solutions Ltd Who is this? Student OAP … Why? Price … Change? Schedule Route Cancel … Schedule Asset Management Asset Management Pay Notification Personalisation Person Profile Facilities Trip Profile Research Manual Processes Maximise Opportunity Channel Preference? Personas Marketing intelligence Events Flexibility Best Price Optimised load Cross Sell Input to Asset Management And Schedule Input to Profiling systems Loyalty Programme Interactive Experience
© Orbital Integrated Solutions Ltd Research Right Price Manage/Change Booking In journey feedback Post “experience” feedback History, Recommendations, Offers Loyalty programme Profile / Event Matching Event, Rules, Schedules, Profile Process and integration Real time capture, scorecard And reporting Direct and social media feeds Input into Insight and Profile database Process invocation Customer Knowledge Spiral
© Orbital Integrated Solutions Ltd Key Take Aways…. True customer intimacy requires an integrated approach. “Acting on Insight” is where the real payback lies. Be able to answer the “So What?” question. A focus on the Customer (or Citizen) experience avoids getting caught in “the race to the bottom”.
© Orbital Integrated Solutions Ltd And finally - coming soon…. (watch your inbox over next month!) Customer Intimacy Survey in conjunction with leading technology analyst firm MWD. A free survey that will give you some valuable and tailored content, plus a view on what others are doing.
© Orbital Integrated Solutions Ltd Thanks for listening! And please feel free to get
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