OMNI CHANNEL CUSTOMER EXPERIENCE

The Fundamentals of Data Needs

Single Customer View
Why do you need a Single Customer View?
The advent of Marketing Technologists
The role of Big Data
 Carrefour: Omni Channel Customer Centricity

Centralized customer database across all channels

Secured database with service oriented architecture

Provides single customer instance across channel

Capability to store channel specific attributes and transaction data

Single customer registration process

Real time update and availability of information

Highly scalable with high availability and performance

Etailing vs Reatiling:
The different mindsets
 Etailing vs Reatiling: The different mindsets

We first measure ourselves in terms of metrics most indicative of our market

leadership: customer and revenue growth, the degree to which our customers
continue to purchase from us on a repeat basis8 and the strength of our brand. We
have invested and will continue to invest aggressively to expand and leverage our
customer base, brand, and infrastructure as we move to establish an enduring
franchise.

Letter to Amazon Shareholders, Wall St, 1998

Etailing vs Reatiling: The different mindsets

I would define Amazon by our big ideas, which are customer centricity
- putting the customer at the center of everything we do
[and] invention

Amazon founder and CEO Jeff Bezos

Etailing vs Reatiling: The different mindsets
Obsession with Tech-driven
Customer Experience
Our Company Data Audit

Considering the main Data requirements highlighted which ones do

you think are likely to present the biggest challenge for your
organization?
Which parts of the business are aligned?
Which parts of the business need to become more aligned?
What would you recommend happens?
Rethinking Marketing
Strategic KPIs

Average CPC
Orientation Bounce Rate (%)
Max CPS

Product clickers (%) Total IT Costs / Turnover (%)

Selection
Abandonment Basket Rate Tot.Product Content Cost / Turnover (%)

Conversation Ratio (%) PSP Costs / Turnover (%)

Transaction
Average # of items

Other completeness (%) Average Delivery Cost / Package

Delivery
Total Return Percentage (%) Average Return Cost / Package

Repeat Buyers (%)

Customer care Customer service Costs / Turnover (%)
Net Promotor Score
Online Turnover Growth
Financial & Online Turnover / Total turnover (%)
Y/Y (%)
Organizational EBITDA Margin (%)
Turnover/FTE
 Digital KPIs
Traffic Sales Advertising Social Media

No of
PPC Cost per Facebook talking about
Total Visits Orders/Leads/custome
Acquisition this and new Likes
r

Page Views Average Order Value PPC Total Conversions Twitter Retweets

Unique Visitors Conversion Rate Google + mentions

New Followers Per

Bounce Rate Return on Investment
Platform
Traffic by specific channel
Traffic from branded &
non-branded key words
 KPIs Exercise

Which are the main Key Performance Indicators

your company measures?
Are they mostly strategic or operational KPIs?
Which do you think would add more value to start
measuring as a business?
Key Metric Customer Lifetime
Value
Long-term retention of customers
Focusing on Customer Retention

5% increase in
customer retention can
lead to 25-95%
increase in profits
 Lifetime Customer Value

Average Annual Potential Lifetime of

Purchase Value Purchasing

Average Customer
Relationship Value
The most effective tools to enhance CLV?
Reverse Brainstorming Exercise

How to make customers

hate your business?
Manage the Customer Lifecycle

More prescriptive approach

More effectively map campaigns against
Customer Lifecycle
the lifecycle
Automate customer experience to help
generate pipeline & revenue
Critical Success Factors Integrated Marketing
Life-stage Marketing
 Customer Centricity to the Core

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Omni channel Engagement
 Omni channel Engagement

Message sent:
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VIP Club members. Tonight Only!
Reserve your tickets now!

Benefits:
Keep VIPs on the property
Drive food/drink and casino revenue
Build customer satisfaction and loyalty
Omni channel Engagement
 Apply the 3-second Rule
Can customers tell what you sell within 3 seconds?
Would a shopper trust you?
Apply the 3-second Rule
Recommendations = trustmarks
Acquisition Contextual Targeting
Online Merchandising
Metrics Driven Merchandising

Metrics-Driven Merchandising Strategy considers the complete

cycle of seasonal products (e.g.sandals):

At the beginning of spring, a merchandising manager pushes higher margin sandals

to the top of the results list to increase sales. The search sandals is scored primarily
using gross margin information.
In the middle of the season, the merchandiser wants to promise best-selling items,
determined by external Web analytics data.
Towards the end of the sandal season, the merchandiser starts to promote the sandals
with the highest inventory
The Building Blocks Exercise

How would you streamline your customer experience?

What are the main waysto optimize your customer experience?

Which parts of your organization are involved?