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Turning Customers Into Loyalists Profile-Driven Customer Engagement Marketing Data Warehouse. Today. The Customer Loyalty Decision Database Development Channel Management 1:1 Communications Analytics Customer Satisfaction Successes and takeaways. Database Marketing At Canon. - PowerPoint PPT Presentation
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Turning Customers Into Loyalists
Profile-Driven Customer EngagementMarketing Data Warehouse
Canon U.S.A., Inc.2
Today
• The Customer Loyalty Decision• Database Development• Channel Management• 1:1 Communications• Analytics• Customer Satisfaction• Successes and takeaways
Canon U.S.A., Inc.3
Database Marketing At Canon
• Protect recent market share growth (Loyalty)• Differentiate based on customer needs & valuation• Share-of-customer, not just market share• More customer centricity• Greater inter-division cohesion
Canon U.S.A., Inc.4
How Canon Views Loyalty
• Increased customer retention = higher margins• Increased share of customer = workflow ownership• High satisfaction rates = leading indicator
Canon U.S.A., Inc.5
NOT a Game of Points & Rewards
• Expensive• Difficult to suspend• Can commoditize a brand• Can be plagiarized• Offend dissatisfied customers• Businesses do not run on points!
Canon U.S.A., Inc.6
Marketing Data Warehouse
• The sum total of customer LTV
Canon U.S.A., Inc.7
MDW Scope
• Design scope and phasing plan• Functionality requirements
– Product Marketing– Industry Marketing– Data Marts– Mail File Extracts– Reporting and Ad Hoc Analysis
Canon U.S.A., Inc.8
MDW Construction
• Customize the Marketing Data Warehouse• ID source data systems• ETL• Quarterly feeds process
Canon U.S.A., Inc.9
MDW Cleansing
• Standardize customer, company, dealer, product• Cleanse and purge data (not 100% automated)• Create best “master” record
Canon U.S.A., Inc.10
Channel Management
• Who owns the customer?• Can you be trusted with “my” customer data?• How will privacy and data integrity be maintained?• Prove it works (Dealer Advisory Council)
Canon U.S.A., Inc.11
Communications – The Message
• “News You Can Use”• Stage in life cycle determines
the message
Canon U.S.A., Inc.12
Communications – How
• Identify trigger points & event-driven messages• Identify behaviors to reinforce and to change
Canon U.S.A., Inc.13
Communications – Keys
• Customer relationship governance• Economically engage customers • Variability of content and co-branded call-to-
action -- Samples
Canon U.S.A., Inc.14
Closed-Loop
• Leads (cross-sell & up-sell)• Service issues• Satisfaction measurement and follow-up
Canon U.S.A., Inc.15
Profiling & Scoring
• Demographic, attitudinal and behavior based• Needs and value differentiation• Save, Retain, Grow• Requires discreet customer segments
Canon U.S.A., Inc.16
“Customer Centricity”
• You cannot inject customer insight into your communications through focus groups alone
• Survey• Survey again• Survey some more• And listen to customers individually
Canon U.S.A., Inc.17
Customer Satisfaction
• An “early warning” system• Continuous listening• Low SAT scores indicate possible defection• Need strong, effective feedback loop
Canon U.S.A., Inc.18
Successes – Not Just Loyalty
• Single source of cleansed data• Communications cohesion• Ongoing satisfaction effort• Leverage print advertising
Canon U.S.A., Inc.19
Successes
• Service issues identified• Incremental revenue• Dealer buy-in
Canon U.S.A., Inc.20
Takeaways
• Give customers an active voice• Consider internal customers, too• Bring sales inside the tent• Don’t fail to measure what's hard to measure• IT must understand the business context
Canon U.S.A., Inc.21
Takeaways
• Carefully manage business priorities and feasibility trade-offs
• “Easy, cheap and important”• Metrics must be credible• Loyalty is demonstrated by customer ACTIONS
Thanks Very Much