1 / 22

Turning Customers Into Loyalists Profile-Driven Customer Engagement Marketing Data Warehouse

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.

catori
Download Presentation

Turning Customers Into Loyalists Profile-Driven Customer Engagement Marketing Data Warehouse

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Turning Customers Into Loyalists Profile-Driven Customer Engagement Marketing Data Warehouse

  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 Canon U.S.A., Inc.

  22. Thanks Very Much

More Related