Weitere ähnliche Inhalte Ähnlich wie How Audi created a unified view of their customer (20) Kürzlich hochgeladen (20) How Audi created a unified view of their customer1. © Copyright 2013 Holler Sydney. All Rights Reserved
How Audi Created a Unified
View of Their Customer.
Leads, Luxury, Loyalty
18th March 2014
Mike Hill
www.holler.com.au
2. © Copyright 2013 Holler Sydney. All Rights Reserved
Today
1. Introduction
2. The Audi vision and some context.
3. Project Fish Finder – The Single Customer View
4. Why have a single Customer View
5. 7 Key steps to success
6. When I walk away today I will…
3. © Copyright 2013 Holler Sydney. All Rights Reserved
The Audi Vision …
and some context
4. © Copyright 2013 Holler Sydney. All Rights Reserved
Audi Vision – Be the No.1
luxury brand by 2020
5. © Copyright 2013 Holler Sydney. All Rights Reserved
In our world,
test drives rule
7. © Copyright 2013 Holler Sydney. All Rights Reserved
So it appears that everyone is
good at sales?
8. © Copyright 2013 Holler Sydney. All Rights Reserved
We need to build relationships
10. © Copyright 2013 Holler Sydney. All Rights Reserved
Project Fish Finder: The
The Single Customer View
Plug: Seriously though, I love fishing. All our clients enjoys days out on a boat with me fishing in the sun.
11. © Copyright 2013 Holler Sydney. All Rights Reserved
What is a single customer view?
The single customer view brings
together all the disparate data
sources an organisation has about
each of their customers into a
unified, holistic view.
12. © Copyright 2013 Holler Sydney. All Rights Reserved
Why have a single a SCV?
Personalised
Optimised
Focus
Channel roles
Insights
Increased CLV
13. © Copyright 2013 Holler Sydney. All Rights Reserved
The steps to creating Audi’s
Single Customer View
14. © Copyright 2013 Holler Sydney. All Rights Reserved
Audi Vision – Be the No.1
luxury brand by 2020
15. © Copyright 2013 Holler Sydney. All Rights Reserved
1. Create a focused team
Bad Good
CRM/Loyalty part of
marketing/IT
function.
Focused internal
team with
responsibility and
accountability.
16. © Copyright 2013 Holler Sydney. All Rights Reserved
2. Define business outcomes
Bad Good
We want to
increase revenue.
Increase median CLV
from $Xk to $Yk by
increasing the
propensity to
repurchase after 4
years from Z% to A%
by 2016.
17. © Copyright 2013 Holler Sydney. All Rights Reserved
3. Define metric calculation
Bad Good
We want to
increase revenue.
Increase median CLV
from $500k to $750k
by increasing the
propensity to
repurchase after 4
years from 40% to
55% by 2016.
18. © Copyright 2013 Holler Sydney. All Rights Reserved
4. Define customer segments
Bad Good
• Pre-sale
• Sale
• Post sale
19. © Copyright 2013 Holler Sydney. All Rights Reserved
5. Defining the comms strategy
Bad Good
Post purchase thank
you email.
Targeted on-
boarding program
designed to drive
conversation,
advocacy and
purchase
affirmation.
20. © Copyright 2013 Holler Sydney. All Rights Reserved
6. Defining the data strategy
Bad Good
21. © Copyright 2013 Holler Sydney. All Rights Reserved
CRM/Loyalty Strategy
20 30 40
Overachieving
with style
A1 & A3
Upgrading
Q5 & Q7
My life, my
way A4 & A5
22. © Copyright 2013 Holler Sydney. All Rights Reserved
7. Drive insights back
Visit: vimeo.com/71076193
23. © Copyright 2013 Holler Sydney. All Rights Reserved
Creating your
Single Customer View
24. © Copyright 2013 Holler Sydney. All Rights Reserved
1. Change your approach
From To
Sales Loyalty
Data/technology Customer experience
Subjective, un-stated
objectives
Specific, contextual, timely
outcomes
Brand team slightly
responsible and accountable
Dedicated team completely
responsible and accountable
Technologies trying to “talk”
to each other
Separation of concerns
based on DSL
Blanket comms Comms based on
contextualised segment
25. © Copyright 2013 Holler Sydney. All Rights Reserved
2. Go through the process
1. Create a team with responsibility and accountability
2. Define & get stakeholder approval of business outcomes
3. Calculate the business metrics
4. Customer profile/s and journey map/s
5. Communication strategy
i. Behaviour segment
ii. Contextualised message
6. Data strategy
i. Business taxonomy
ii. Enterprise service bus
7. Use voice of customer to deploy insights into your business