Why Customer Centricity and not Technology is the Future of Market Research

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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%

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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

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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

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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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3 Things to Start Doing Today!

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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%

© C3Centricity

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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

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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

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3. Increase Customer Connections

Watch & Listen to Customers, & WITH your Colleagues Š C3Centricity

14 14


BE the Customer

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15 15


3 Things to Start Doing Today!

Š C3Centricity

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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

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