Measurement matters

1. Prepared by Supavadee Tantiyanon
Director of Digital Services - Minor International Group
& General Manager - mysale.co.th @Minor
!
MATTERS
MEASUREMENT

2. MEASUREMENTWHY
WHAT
HOW
IMPACTS
THE REALITY
AGENDA

3. THE FUTURE OF CUSTOMER ENGAGEMENT - EXPERIENCE RELATIONSHIP
Credited: RightNow Technology

4. MEASUREMENT
&
THE REALITY
1

5. Where are we now?
What do we think?
Scatter Measurement
Still ad-hoc and not yet integrated
Don’t know how
Not sure how to show the
impact to business
Big gaps on definitionNo clear policy

6. THE SAD TRUTH
ONLY 11%OF MARKETERS’ DECISIONS ARE
MADE BASED ON DATA

7. THE SAD TRUTH:INFLUENCE ON MARKETERS’ DECISIONS
Past
Experience &
Intuition
Colleague
Recommenda
tion
Conversations
with Experts
One-off
Customer
Interactions
Data
Source: CEB 2012

8. MEASUREMENT
&
WHY
2

9. MEASURE
WHY
?We need to measure customer experience to improve satisfaction and
loyalty…which will also reflect on the brand’s profitability in the long run.

10. SHIFT TO A CONNECTED WORLD
Shift in media landscape & Technology
1.0
One-way
Communication
TRADITIONAL
CONSUMER
2.0
2-ways
Communication
with more dialogue
ONLINE
CONSUMER
3.0
Always-on
Always Connected
CONNECTED
CONSUMERSpeedy & Holistic Shift

11. Customers are now in control of the
information and messaging, not brands.
11
UNDERSTANDING

12. FOCUSon CUSTOMER EXPERIENCE

13. 95% of employees
don’t fully understand
their organisation’s
strategy.
!
Norton/Kaplan
Balanced Scorecard
50% of the people
surveyed said that agents
failed to answer their
questions
!
!
Harris
10% increase in customer
retention results in a 30%
increase in the value of the
company
Bain & Co.
Nearly 70% of consumers said, they had ended a
relationship due to poor customer service alone
!
Datamonitor/Ovum 2009
!
Dissatified customers whose complaints are taken care of,
are more likely to remain loyal , and become advocates, as
those that are “just” customers
!
70-90% of what
happens with
customers is driven
by human nature
and nothing to do
with technology
!
!
McKinsey

14. Similar experience?What are the actions

15. 95%
45%
35%
10%
5%
0
10
20
30
40
50
60
70
80
90
100
Collect Feedback Alert Staff Use Insight Deploy and
Improve
Tell Customers
Percent of companies that…

16. 2
MEASUREMENT
&
WHAT

17. 3 WAYS MEASUREMENT MATTERS
1. ROI
2. KPI
3. INSIGHT
Measuring success and returns
Optimization engines
Context for planning

18. Return on Investment
A simple equation
Business Value:
Opportunity value
Incremental value of the investment

19. Key Performance Indicators:
An Optimisation Engine

20. Key Performance Indicators:
An Optimisation Engine

21. Insights:

22. 3
MEASUREMENT
&
HOW

25. Process Framework
Set Targets, Reporting
Points and Reporting Audience
Customer management Planning
Trial Strategy and KPIs
Implement Technology
Apply Analytics
Relate KPIs to market
and Strategic Objectives
Adjustment Strategy According to
Learning
4. Interpretation
3. a) Testing
b) Tracking
c) Analytics
2. Establish Success
Metrics (KPIs)
1. Establish
Strategic Objectives
5. Action
Planning
Continuous
Improvement

26. Knowing your Customers
Available data
• Gender
• Data of Birth
• Occupation
• Residential address
• Delivery address
• Purchase history
Customer segmentation
RFV
Recency, Frequency, Value
Deliverable
Phase 1
• Customer segmentation
• Identify groups of established
customers who represent highest
value
• Identify groups of new customers
with the greatest future potential
Phase 2
• Market basket analysis

27. Customer Engagement KPIs
(Examples)
Program Effectiveness & ROI
• Customer satisfaction
• Cost effectiveness per channel of acquisition or
communications
• Participation rate
• Program contents
• Brand preference overtime against market index
• Incremental sales for up-sell, cross-sell, replacement and
digital services
• Referral’s rate (How likely would you recommend to your
friends?)
• Incremental sales of the programVs. regular sales

29. 29
So don’t forget the golden rule
What they give us>=What we give them THE
EXPERIENCE
...

30. THE
IMPACT
4

31. Impacts to the organization
Gamification
Utility apps
Video
QR Code
rich media
realtime
InteractiveCONTENTS
more platforms
more rich medias
not ownable by brand
“Data is the new oil or
the internal “gold mine”
that can’t be ignore.
BIG DATA
Customer Database
SalesData
Behavioral
tracking
Contextual
Buying pattern
preferences
location
social
ROIdialog
UX
CUSTOMER CENTRICS
• Listen more to consumers via social listening
• Adopt more of CRM practices across all functions using digital
as channel

32. Final thoughts…
• “Success” with Customer Engagement Program will
depend upon having clear, measurable objectives
which are implemented and followed regularly
• This requires more than a scorecard approach -- findings
must be analyzed and changes implemented to
continuously optimize the process
• Short-term and Long-term “wins” are always possible
• but…most of all, you have to love your customers and
understand them enough to engage with them with
great passion.

33. Thank you
Linkedin: th.linkedin.com/pub/supavadee-tantiyanon/8/13/199/
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