eU-bYit

Winning through
relevance
From context to content across the customer journey

Content
How do you get to be the next Starbucks? 3
3 key elements of a customer journey
4
Marketing reinvented...
5
Data as a competitive advantage 6
Conclusion 15
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How do you get to be the next Starbucks?
Suppose, I am walking the streets of
a city I have never to been before and I
suddenly find myself overwhelmed by
a deep craving for a frothy cup of ‘latte
macchiato’. So where’s the nearest
Starbucks?
Time to get the mobile out, pull up the
app and find the nearest coffee bar.
Making my way to the bar, there’s time
to check my credit limit: have I got
enough left to treat myself? (If not, no
problem, as you can top up your credit
in a matter of seconds!).
As usual, there is a queue. I kill time by
browsing a few Starbucks messages
and checking out which bonuses are
up for grabs by ordering the ‘pick of the
week’. After I get my order - for which
I waited long enough! - I pay using the
app and I get my bonus.
This coffee was definitely brewed with
a lot of love for the art, so I decide to
give the ‘barista’ a tip. Now that I am
in a good mood, I send my best friend
a coffee voucher. We will be enjoying a
latte together when we catch up!
image source: www.starbucks.com
A perfect example of how a brand
assists its consumers on their customer
journey by creating the best possible
‘experience’ at any time of the day
through mobile technology.
Important, as the impact of
engaging with the customer and
the strength of that bond between
brand and consumer is 12 times greater
on retention and repeat purchases than
it is on satisfaction! And as much as
18 times greater than word-of-mouth!
Customer satisfaction is a baseline
expectation, while a sustainable
business is built on the bedrock of
engagement.
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3 key elements of a customer journey
In order to become the ‘Starbucks of the customer journey’ as a brand,
there are number of elements you need to master:
1 Convenience 2
Unique
experience
3
Earn trust
You need to reinvent ‘convenience’.
Whereas previously convenience was all
about ‘physical location’, these days the
key thing is to satisfy the consumer’s
every whim, right here - right now (‘instant
gratification’). Based on context
and situation. Throughout his entire
journey, all the way up to the point of
purchase. Whilst out shopping (gathering
information), during the actual
purchase (concluding the transaction)
and upon delivery (assuming ‘ownership’
of the purchase).
You need to be aware that consumers
are looking for a tailored, contextualised
and personalised relationship
with your brand. On the terms of
the consumer or shopper: where, when
and how he or she wants it. Meet these
terms and you will find yourself building
customer loyalty from the start.
Consumers expect a unique experience,in
the shop, on the web, at the
restaurant, at the counter, in contacts
with the call centre and in the way you
communicate with them (e-mail, mobile
phone, letter, text, in app push, etc.).
But things do not stop at delivering an
‘experience’. Advertisers need to hit
exactly the right buttons throughout the
entire journey with their (potential) customers,
adapted to the context they
find themselves in at that particular
point in time. The magic word in all
of this is ‘utility’ (usability).
More than anything else, customers
want to be listened to (not shouted at)
and respected by the brands they deal
with. Advertisers need to earn consumers’
trust.
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Marketing reinvented...
Acting in response to ‘customer context’
requires you to reinvent the marketing
efforts for your brand or business.
Thereby transforming CRM into
the creation of engagement. You build
a data-driven customer journey, which
factors in the context your customers
and prospects find themselves in at any
time.
Forrester 1 describes this process with
a simile that compares ‘marketing before
context’ with ‘marketing after context’.
Gone are the days of campaigns
for which we selected a target group
based on careful segmentation, before
sending out pertinent messages at
times set by marketers.
No, marketing after context means
that we seek to interact with consumers,
endeavouring to secure their engagement.
We do so by recognising/acknowledging
them at the time and place
when and where they wish to interact
with our brand or business and by providing
them with useful information or
assistance.
It is not the unilateral (purchase)transactions
that are important, but the exchange
of value between consumer and
advertiser. Success is no longer measured
in terms of GRPs, but in terms of
the length of time the consumer engages
with your brand.
Obviously ‘marketing before context’
will continue to exist to generate reach,
but it does not enable advertisers to secure
a competitive edge over their competitors.
Contextual marketing does…
Source: Forrester Research Inc.
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Data as a competitive advantage
Technology is the engine and data the raw material for the new ‘context’ marketing.
Properly understanding and using the two elements enables marketers to
push the right buttons in a way that is respectful, appropriate and part of a positive
interaction with the consumer.
But how to convert your data into a competitive advantage? How to give consumers
the best possible ‘customer journey’? In a way that also has a positive
impact on your ROI?
To find out, let us hit the streets with Allison. We will take a look at how we can
give her a memorable shopping experience. And what requirements you as a retailer
must meet with that aim in mind.
Did you
meet
Allison
yet?
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As a woman of the world, Allison
is open to a good plan...
Encouraged by various media outlets
to sign up for an app which will see her
qualify for personal benefits offered by
a selection of retailers, she is happy to
take them up on their offer…
She scans the QR code in her favourite
magazine, or downloads the app because
she has seen it on the street.
A brief moment to register her details,
accept push notifications and… she is
welcomed into the ‘community’.
Crucial at this stage is the gathering of
details. The details we now have from
Allison are enough to continue the interaction.
Smart retailers will make sure
they run an immediate quality check, as
‘garbage in’ is garbage out’.
Advantages in your favourite stores!
Get the app or
Did you know that Bisnode is able to
uniquely identify Belgian individuals based
on their name, first name and date of birth
(in 99% of cases)?
Collect these details as part of the
registration procedure
(in 1 or more steps)
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A few days later, Allison passes one of
the clothes shops that is taking part in
the scheme.
Her smartphone picks up a beacon
signal from the shop and decodes this
into a message: ‘Today, we have a special
gift for our new customers. So pop
in NOW and explore our range.
The trigger notification is the result of
a number of data elements:
ÖÖTime and location, through the connection
between the beacon and
Allison’s smartphone: she is just
outside the Brussels shop right NOW.
ÖÖWe recognise Allison as a prospect,
not a customer, through the connection
with the retailer’s
customer database.
The identification of customers and
prospects is paramount!
Bisnode helps you separate your best
customers from your potential customers by
establishing the right links. Thereby giving
each consumer what he or she is due!
Today, a special gift
for new customers
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Curious and intrigued by the notification
and the offering on display in the
shop window, Allison heads inside the
store.
A ‘smartscreen’ inside the shop shows
a black dress from a high-end clothing
brand. Allison is tempted and sets out
to find the product, following the onscreen
directions.
However, the fact that Allison is
shown this particular dress is no matter
of coincidence . Behind the screens
her profile details, as stated when she
signed up, have been enriched in real
time with a number of crucial sociodemographic
details based on Bisnode’s
master file.
Thus, the retailer finds out that Allison
is a 35-year old woman in the higher
spending power segment.
This information allows the retailer to
put forward a suitable product.
A model based around historical data
shows that women aged 30 to 40 are
most likely to purchase little black
dresses. Allison’s higher purchasing
power means she is being offered a
more upmarket brand. As the retailer
does not really know Allison beyond
this, he shows her the product that is
best suited to her customer segment.
You’ll find this dress in
the back of our store !
Find this dress
at the back of
this store !
Call on Bisnode’s CONSU matrix,
the biggest consumer database in
Belgium to get a closer understanding
of your customers!
Bisnode helps you identify cross and upsell
opportunities within your database based on
a pertinent customer segmentation.
Our team of ‘data scientists’ drills down
deep into your data, revealing patterns &
giving you insights that will enable you
to refine your strategies and arrive at
the right business decision.
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With her interest piqued, Allison
walks further into the shop, when a little
red dress catches her eye and she feels
it would be a perfect match for those
red shoes she bought the other day!
Trying on the dress in the fitting room,
she is assisted by an intelligent mirror,
which not only shows her what she
looks like from behind, but also enables
her to take a photo and ask her friends’
opinions via social media!
Everybody gives it the big thumbs up,
but she is in two minds: is this the right
colour for the shoes? And what about
the price: surely a teeny-weeny on the
steep side? Allison scans the label and
stores the right product code and size in
the app.
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But the dress keeps playing on her
mind. That evening she logs onto the
retailer’s website via the app.
On the home page:
ÖÖshe is met with a word of welcome
ÖÖsaying thank you her for visit to the
shop that afternoon
ÖÖreminding her that as a new customer
she is entitled to her gift (which
also extends to her first order over
the Internet!)
ÖÖand she is shown her favourite product,
in the right size and colour.
ÖÖalong with a number of similar product
suggestions
If she orders tonight, the dress could
be hers tomorrow! Who could possibly
resist? Allison gets out her credit card
and completes the purchase.
Here the retailer is seen to seamlessly
integrate different channels: ‘connecting
the dots’ between app and website,
combined with the data gathered, produces
a perfectly personalised website.
The customer’s surfing and buying behaviour
in turn contributes to the further
refinement of the models.
Implement an integrated
OFFLINE/ONLINE
customer experience
business model
Nowadays, Big Data is no longer the sole
preserve of IT engineers. Courtesy of
Bisnode’s InterAct Datahub data management
platform, the vast potential of data
mining and multi-channel communication
is now also within easy reach of marketers.
Regardless of the size of their company.
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The confirmation mail she is sent
seconds later invites Allison to ‘like’ the
retailer’s website. Given the pleasurable
shopping experience she has had so far,
Allison is happy to acquiesce!
As she does, she is asked a few short
questions, with the promise of being
sent offers geared to her specific tastes
and preferences in times to come. In
response to the questions, Allison states
she likes good food, likes watching polo
and prefers to dress casually at the
weekend.
By way of a ‘thank you’, she gets a 5%
discount voucher on her next purchase.
The voucher is immediately stored in
the app which means she has it ‘on’
her at all times!
Fresh data are again stored in the retailer’s
CRM database. The picture he is
getting of Allison is increasingly brought
into sharper focus.
And a new connection is added: alongside
e-mail, app, website cookies, etc.,
the database now also holds Allison’s
Facebook ID.
Technologies and channels that enable
businesses to engage with their
customers in a very personalised manner
are seen everywhere.
The right use of data, combined with the
offer of emotional and functional benefits
can be turned into a sustainable
competitive edge.
Bisnode helps businesses design,
implement and systematically administer
the digital experiences of their customers.
Get 5 % discount to spend in our webshop or store!
Like on Facebook
Voucher -5%
during your next visit in our webshop or store!
Answer 3 questions
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Next time Allison passes by the shop,
the smart screen in the shop window
will be showing a number of red accessories.
And her smartphone reminds her that
she still has that 5% voucher.
A tempting offer! Will Allison be taking
home a new red handbag?
Get accessorized !
A few weeks later, Allison gets personalised
direct mail.
A glossy mag, packed with new clothing
items from her favourite brands.
What is more, along with the mag is an
exclusive invite to attend a polo game.
The perfect occasion to show off that
little red dress… or should she get herself
a new outfit?
Here the retailer is seen to use all
available data to engage in personalised
communications with his customers.
You have no addresses for your customers?
Just e-mails or telephone numbers?
But you would like to send out a hard copy
mail shot, as the impact of certain
messages is still more powerful on paper
than digital?
Not to worry, via ‘Connecting the Dots’
Bisnode is on hand to secure the home
address of your customers without any
trouble!
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Do you know how to use data as a competitive advantage?
Bisnode helps businesses like yours field all challenges in the area of customer data.
We advise and guide you through the implementation of your strategy.
Gaining an insight into your goals is our top priority.
Which explains why we are very familiar with the doings and dealings of your activities and your sector.
Self-knowledge is the fount of all wisdom. Also and especially in business.
Bisnode helps you conduct this self-analysis exercise.
We sit down with you and lend our conceptual input on how to set up your data-driven business strategy.
After all, figures in themselves do not mean a thing. Unless you ask the right questions, properly gather the answers and
translate the results into concrete actions. Which is where our experts come into the picture.
They get into your shoes and walk part of the way with you. They reflect on your business.
Which problems are you contending with today and where are you headed?
Can we bring answers to your business and marketing issues using your own data and/or third party data?
And how do you accomplish your aims?
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Conclusion
If you are looking to give consumers a
perfect ‘customer journey’ make sure
that:
That is the way to earn the consumer’s
respect and build a sustainable and
profitable business model.
ÖÖYou seamlessly integrate all points
of contact with the consumer
(channels and devices). Make sure
you are able to build a unique picture
of every customer and prospect, that
you are able to link all contacts to
this unique individual (or family) and
that you have the technological resources
in place to do so in real time.
ÖÖYou constantly learn from the data
generated from the omni-channel
contacts. Use profile data to get to
know your prospects and customers.
Draw on business intelligence
for hyper personalisation, which will
enable you deliver the right message,
to the right person at the right time
via the right channel.
Want to find out first hand how this
customer journey works in the shop of
the future?
Contact us for an exclusive inspiration
session at ‘The Loop’ in Antwerp with
our experts!
An Louwagie
Business Consultant
an.louwagie@bisnode.be
T. +32 2 555 97 67
@anlouwagie
Bisnode
Allée de la Recherche 65
1070 Anderlecht
T. +32 2 555 94 44
info@bisnode.be
www.bisnode.be
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