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Turning Customers Into Loyalists Profile-Driven Customer Engagement Marketing Data Warehouse

Turning Customers Into Loyalists Profile-Driven Customer Engagement Marketing Data Warehouse. Today. The Customer Loyalty Decision Database Development Channel Management 1:1 Communications Analytics Customer Satisfaction Successes and takeaways. Database Marketing At Canon.

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Turning Customers Into Loyalists Profile-Driven Customer Engagement Marketing Data Warehouse

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  1. Turning Customers Into Loyalists Profile-Driven Customer Engagement Marketing Data Warehouse

  2. Today • The Customer Loyalty Decision • Database Development • Channel Management • 1:1 Communications • Analytics • Customer Satisfaction • Successes and takeaways Canon U.S.A., Inc.

  3. Database Marketing At Canon • Protect recent market share growth (Loyalty) • Differentiate based on customer needs & valuation • Share-of-customer, not just market share • More customer centricity • Greater inter-division cohesion Canon U.S.A., Inc.

  4. How Canon Views Loyalty • Increased customer retention = higher margins • Increased share of customer = workflow ownership • High satisfaction rates = leading indicator Canon U.S.A., Inc.

  5. NOT a Game of Points & Rewards • Expensive • Difficult to suspend • Can commoditize a brand • Can be plagiarized • Offend dissatisfied customers • Businesses do not run on points! Canon U.S.A., Inc.

  6. Marketing Data Warehouse • The sum total of customer LTV Canon U.S.A., Inc.

  7. MDW Scope • Design scope and phasing plan • Functionality requirements • Product Marketing • Industry Marketing • Data Marts • Mail File Extracts • Reporting and Ad Hoc Analysis Canon U.S.A., Inc.

  8. MDW Construction • Customize the Marketing Data Warehouse • ID source data systems • ETL • Quarterly feeds process Canon U.S.A., Inc.

  9. MDW Cleansing • Standardize customer, company, dealer, product • Cleanse and purge data (not 100% automated) • Create best “master” record Canon U.S.A., Inc.

  10. Channel Management • Who owns the customer? • Can you be trusted with “my” customer data? • How will privacy and data integrity be maintained? • Prove it works (Dealer Advisory Council) Canon U.S.A., Inc.

  11. Communications – The Message • “News You Can Use” • Stage in life cycle determines the message Canon U.S.A., Inc.

  12. Communications – How • Identify trigger points & event-driven messages • Identify behaviors to reinforce and to change Canon U.S.A., Inc.

  13. Communications – Keys • Customer relationship governance • Economically engage customers • Variability of content and co-branded call-to-action -- Samples Canon U.S.A., Inc.

  14. Closed-Loop • Leads (cross-sell & up-sell) • Service issues • Satisfaction measurement and follow-up Canon U.S.A., Inc.

  15. Profiling & Scoring • Demographic, attitudinal and behavior based • Needs and value differentiation • Save, Retain, Grow • Requires discreet customer segments Canon U.S.A., Inc.

  16. “Customer Centricity” • You cannot inject customer insight into your communications through focus groups alone • Survey • Survey again • Survey some more • And listen to customers individually Canon U.S.A., Inc.

  17. Customer Satisfaction • An “early warning” system • Continuous listening • Low SAT scores indicate possible defection • Need strong, effective feedback loop Canon U.S.A., Inc.

  18. Successes – Not Just Loyalty • Single source of cleansed data • Communications cohesion • Ongoing satisfaction effort • Leverage print advertising Canon U.S.A., Inc.

  19. Successes • Service issues identified • Incremental revenue • Dealer buy-in Canon U.S.A., Inc.

  20. Takeaways • Give customers an active voice • Consider internal customers, too • Bring sales inside the tent • Don’t fail to measure what's hard to measure • IT must understand the business context Canon U.S.A., Inc.

  21. Takeaways • Carefully manage business priorities and feasibility trade-offs • “Easy, cheap and important” • Metrics must be credible • Loyalty is demonstrated by customer ACTIONS Canon U.S.A., Inc.

  22. Thanks Very Much

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