Š C3Centricity
World Europe
0,10% -0,90%
North America Asia Pacific
0,30%
1,70%
Latin America -0,30% Middle East Africa SOURCE: ESOMAR GMR 2015
9,10% 2,60%
© C33Centricity
2/50
Need to Transform our Business 10% 77%
13%
Yes Not Sure No
Qn.: Do you think there is a need to transform all or part of the business to remain competitive? SOURCE: GRIT Report Q3-4 2015
Š C3Centricity
3
Top 10 Industry Challenges Technology Consultation Handling Data Sampling Competition Budget / Cost Methodology Platform Quality SOURCE: GRIT Report Q3-4 2015
29%
21%
5%
9%
45%
38%
25%
21% 21% 20% 23% 20% 22% 18% 16%
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36% 39% 40%
SUPPLIERS CLIENTS 4
Marketing is now Art AND Science Analytical thinking Customer centricity Strategic planning Brand building CRM SOURCE: Korn Ferry. IMAGE: Blackinkrol.com
Š C3Centricity
29% 27% 20%
14% 10% 55
Perf. Of CEX Leaders & Laggards 50 40 30 20 10 0 -10 -20 -30 -40
CEX Leaders
43% 91%
S&P 500 Index
14.5%
CEX Laggards
33.9% 48% NOTE: S&P 500 2007 - 2012
SOURCE: Forrester “The Business Impact of CEX”
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6
3 Things to Start Doing Today!
Š C3Centricity
7
1. Define Customer Objectives What price should Brand “S” be? At what price does our target audience VALUE the brand? What price would they be WILLING to pay? © C3Centricity
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1. Define Customer Objectives How can we grow the market share of Brand “A”? How can we attract consumers from competitor Brand “X” who are looking for a low sugar CSD? © C3Centricity
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2. Deepen Customer Understanding
Product Price… Promo & Ad…
SOURCE: ESOMAR GMR 2015
41% 26%
Polls B2B…
17%
People
16%
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2. Understand Customers’ Why “The less qns we ask to CONSUMERS the more answers we’ll get”
Download the 4W™ Template on C3Centricity.com © C3Centricity
11
2. Target using Customers’ Why Segmentation Bases
Demographics Behavioural Prefs/interests/hobbies Channel-social/mobile Geographic Transactional / RFM Customer engagement Media interaction Psychographic/attitudes SOURCE: eConsultancy 2014
57 53 52 37 37
46 45 45 47 42
32
9 7
18
64
70
37
2012 2013
10
Š C3Centricity
12/32
Š C3Centricity
13 13
3. Increase Customer Connections
Watch & Listen to Customers, & WITH your Colleagues Š C3Centricity
14 14
BE the Customer
Š C3Centricity
15 15
3 Things to Start Doing Today!
Š C3Centricity
16
Think Customer First “What would our customers think about the decision we’ve just made / about to make?” © C3Centricity
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Email: Denysedd@c3centricity.com Tel: +41 79 933 9789 Twitter: @Denysech www.C3Centricity.com Š C3Centricity
18