Giles Dunning Head of Digital Strategy, Barclaycard

Business cases and customer value: The holy grail of social measurement?

Our digital journey…from DM and inserts to mybarclaycard, waterslides and beyond

• Ancient history • Recent history •  Future history

A brief history of Barclaycard….

A brief history: 1966: while England were winning the World Cup,….

…we were busy creating the first all-purpose credit card in Europe

1977…as the Queen's silver jubilee sparked thousands of street parties, ….

The Company Barclaycard was born

1986…the first card loyalty scheme is born

Barclaycard Profile Points

1995…as the financial world is rocked by the collapse of Barings… …we become the first UK credit

card company to open its online doors.

Recent history

•  Updated our consumer information platform and allowed customers to pay their bill online

•  Err, that’s kind of it.

Our digital journey … 1995 - 2005

Then the lights went on…this internet thing might just catch on

•  Organise

•  Re-energise

•  Focus

So we…..

•  Advertised in the places where customers shopped

•  Built the things that we needed to build … and supported them

•  Tried some different stuff

The results… mybarclaycard

•  2M+ registered Users

•  Process over 75% of all cross sales and 41% of all Disputes

•  54% reduction in online complaints

•  High Customer Satisfaction rating with a 95% retention score

The results… Application process

•  80%+ of all new UK consumer accounts processed online

•  Used across all businesses reducing time and cost by over 300%

• 84% customer satisfaction

• Industry leading process (ebenchmarkers 2010)

The results… successful digital advertising

Web 1.0 brought Measurement 1.0

•  Click-thrus •  Cost of acquisition •  Cost to serve •  Downloads •  Uploads

The new challenge: Customers took control! A truly multidimensional, customer-defined world.

The world of marketing has changed

From To Interruption Engagement & conversation

One way (push) Two way dialogue (push & pull)

Talking at consumers Talking through consumers

Controlled, linear distribution Partially controlled distribution

Paid media Paid, owned and “earned” media

Counting how many we can reach Reaching those who count

So what?

New opportunities

New challenges

Monitor Listen

= Value Measure

Measurement 2.0

????

Plan

•  The old disciplines still prevail

•  Failing to plan, is …

•  But don’t fear failure

•  And educate your organisation

Monitor

•  Traditional vs Social

•  Impressions vs Expressions

•  Broadcast vs Shared

Listen and discuss

•  Buzz vs Sentiment

•  Internal vs External

Value

•  Long term vs Short term

•  Direct vs Indirect

•  Revenue Generation vs Cost avoidance

Measurement 2.0 ?

In summary

Measure don’t monitor

Know what you are trying to achieve

Take a balanced approach

Educate your executives

Don’t underestimate the value of dialogue

Thank you…questions?

Confidential

giles.dunning@barclaycard.co.uk +44 (0) 7766 364272 @gilesdunning