How To Become A Customer- Infused Company Accenture Customer Insight

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Accenture Customer Insight
How To Become A CustomerInfused Company
Copyright © 2011 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Companies need to act quickly to compete in
today’s rapidly changing marketplace.
Shopper marketing has changed…
Vision of a “customer-infused” company:
• More choices, places, data
….but goals of companies and
shareholders have not:
• Customers will chose a company more often
for more of their needs and wants, over the
competition…
• Greater share of
households & customers
• Because the company has demonstrated an
improved understanding of how to satisfy
them…
• Greater share of trips &
transactions
• By infusing a knowledge of these needs and
wants, into the day to day marketing,
merchandising and operations of the business…
• Greater share of needs &
requirements
• And by managing it in a way that supports the
company’s core value proposition while
delivering personal relevance to the shopper…
• More, bigger and better
baskets….over time
Copyright © 2011 Accenture All Rights Reserved.
• Resulting in a more valuable customer base,
and delivering more revenue and profit, to the
company’s enterprise
2
Challenge: Linear shopping behavior is gone.
Tactics must be customer centric by touch point.
Young
Hispanic
Male
Health
and
Wellness
Hustle and
Bustle
Families
New
Moms
Golden
Oldies
Many
customers
Many
touchpoints
Many
tactics
Customer
Experience
Management by
functional silos
Content
Marketing
Copyright © 2011 Accenture All Rights Reserved.
Promotions
Merchandising
Pricing
Operations
Assortment
Space
Suppliers
3
Concept – Customer Value
Customer Value can be defined by one or more measures of recency,
frequency and value. Leading companies find the value of each customer,
segment them into groups, and determine actions that will drive added value.
Share of Requirements
( or % of Categories Shopped,
Basket Breadth)
Customer Value
(e.g. Customers x Transactions x
Basket Value)
The
Opportunity…
ILLUSTRATIVE
Best Customers - Focus
on them to retain them
Engaged Customers (Next Best) –
Invest in making them best customers
Casual Customers (Opportunity) –
maintain investment
Disengaged Customers – Reduce
focus and investment
Share of Trips
(or Transactions, Basket Count)
Copyright © 2011 Accenture All Rights Reserved.
4
Start with the customer
WHICH customers are
most important?
Derive INSIGHTS from
your data
Be RELEVANT to your
customers
Find the Value: Segment
customers based on value
What to Offer: Profile customers,
develop strategy based on
demand, behaviors and attitudes
How to Offer It: Develop
tactics across company
unleash their value
What Customers Buy
Customer
Value
BEST
Groceries
Clothing
Marketing
Share of Requirements
( or % of Categories
Shopped)
Electronics
Why Customers Buy
ENGAGED/
NEXT BEST
Value of Company’s Brand
Advertised Price
Social Media
CASUAL/
OPPORTUNITY
Value Brands
Promotion seeking
Share of Trips
(or Transactions)
Seasonal visits
Copyright © 2011 Accenture All Rights Reserved.
Operations
How Customers Buy
DISENGAGED
Find the value
Merchandising
Mine the value
Suppliers
Convert the value
5
Day-in-the-life of customer-centric organization
ILLUSTRATIVE
Macro Tactics
Micro Tactics
• Focused on a company’s strategic
and high-value or “best” customer
segments
Strategic InStore
Placement
Valuable
customers
National
Advertising
• Addressed to specific
customers within
those high-value
segments
Enroll in “new
moms club”
Responds
to in-store
promotion
Is a Family
Promote
circular & instore on
endcaps
With a Baby
Not
Formula
6
Loyalty
points at
register
5
4
3
2
1
Oct-04
Jun-04
Apr-04
Aug-04
Oct-03
Feb-04
Dec-03
0
-1
Buys Center
Store
All customers
On a Budget
Buys
Diapers
Tailored
assortments,
localized
circular
Remind of
promotion
with text or
call
Value
created
through
relevant
tactics
Macro to Micro Marketing and Merchandizing Activities
Copyright © 2011 Accenture All Rights Reserved.
6
Data assets serve as an important foundation to
becoming “customer-infused”
Does your company know…
•
•
•
•
•
Who your best customers are?
Your best customers’ value?
How to market to them?
How to merchandise to them?
How to drive greater loyalty?
Are you gathering valuable insights from
your transaction data?
Which departments
do they cross-shop?
Customer
Receipt
What Private Label
products do they buy?
Do they routinely respond
to coupon offers?
What percentage of their
baskets contain an
selected product?
Copyright © 2011 Accenture All Rights Reserved.
Customer-infused companies
need to harness all of its data to
provide a 360o view of its
customer
Data Sources
(Examples)
“T- Log”
•
•
•
•
Customer
Panel
Transactions • Loyalty Cards • Demographics
Basket Size • Credit Cards • Market data
• Social, Web,
Pricing
Mobile
Promotions
What items are in their
market basket?
Will they respond to an
offer?
360o View of
Customer Database
Do they only buy products
on sale?
What advertised items did
they buy?
Allows “Micro-Customer
Segmentation”
7
Value proposition: Customer infusion has a
material impact on top-line and bottom-line
• Greater share of
households & customers
The value creation resulting from growing
consumers, growing trips and growing share
of needs is significant.
• Greater share of trips &
transactions
• Greater share of needs &
requirements
• More, bigger and better
baskets….over time
Copyright © 2011 Accenture All Rights Reserved.
8
Introducing Accenture Customer Insight
Accenture Interactive acquired CadenceQuest and its customer insight software platform
in 2010 to build on its suite of digital capabilities, marketing analytics, retail marketing and
merchandising solutions and platforms. It contributes to Accenture’s strategy of providing
organizations with the predictive analytics capabilities they need to identify and analyze
customer data, revealing insights which can drive better business decisions.
Accenture Customer Insight is a software solution enabled by a high
.performance customer analytical platform that puts descriptive and
predictive information about customer behaviors, marketing, merchandising
and operational results in the hands of non-technical users.
It is uniquely designed to allow users to create “micro-customer segments”
in addition to strategic macro-customer segments, using large data volumes of
point-of-sale, customer loyalty and behavior data, and plan the needed
strategy and tactics to deliver the desired enterprise and customer
performance.
Accenture Customer Insight allows users to quickly and easily view customer
performance through flexible charts and reports; it can support a large number
of users from inside and outside of the organization.
Copyright © 2011 Accenture All Rights Reserved.
9
How it works – Dynamic “on-the-fly” microsegmentation and targeting
1 Create
segment
Large Family
Stock-Up
2 Profile segment
Traits
• % of customers
• % females / males
• % households w/
children
• Locations shopped
• Products bought
• Etc.
Analyze customer
metrics to create
demand-shaping tactics
• Basket count - trip frequency
and motivation
• Basket breadth - share of
requirements satisfied
• Basket value – sales and
margin, brands and products
bought together
• Response to marketing and
promotion, loyalty programs,
assortment
4
Copyright © 2011 Accenture All Rights Reserved.
3
Identify additional
customers with
desired demand
and profile traits
• Find similar
customers who are
heavy buyers of
cereal based on
demand, other
customer traits
Targeted marketing,
5 merchandising and
operations actions for
defined segments
• Targeted offers, pricing and
promotion
• Tailored regional and
localized assortment and
merchandising
• Timely service and support
operations
6
Large
Family
Stock-Up
Breakfast
Cereal Buyers
Analyze Impact to determine next
steps for segment
• Pre-, performance and postperformance results
• Customer migration
7
Further refine, split or combine
segments with Segment Math:
10
How it works – Compelling analytic insights –
easily executed and delivered
Dashboards provide “on-the-fly” views of
most important customer, marketing,
merchandising and operations
performance metrics
Reports that require deeper queries are
created with simple drag and drop
interface and sent to queue with status
notification
• Status notification and email delivery of results
(Excel, Flash, .zip) upon query completion
• Visualization of report results via Microsoft
Excel allowing user to manipulate with familiar
tools
Copyright © 2011 Accenture All Rights Reserved.
Shopping Basket Analysis - Cross Product
Category
VITAMINS
Prompt Selections:
Prompt 1: Select Start Date of Performance PeriodYour selection: 6/1/2007
Prompt 2: Select End Date of Performance PeriodYour selection: 6/30/2007
Prompt 3: Select Primary Product GroupYour selection: Category In List (VITAMINS)
#######
Prompt 5: Select Report LevelYour selection: Category
Prompt 6: Select Geographical AreaYour selection: Prompt not answered
Prompt 7: Customer SegmentYour selection: Customer Segment = Customer Migration:470
Prompt 8: Store SegmentYour selection: Store Segment = Prompt not answered
Attachment
Index
Customer
Count
Units per
Basket Primary
Product
Units per
Basket Comparison
Product
$ Per
Basket
$ Sales Comparison
Product
$ Sales Primary
Product
$ Sales Other
Products
Total
Store $
per
Basket
Basket
Size
Index
7,950
2,111
1.3
1.3
$21.38
$11.02
$11.02
$10.36
$21.38
100
INC ONTINENC E
241
6
1.8
1.0
$42.12
$4.14
$12.37
$11.42
$12.34
341
FLOWERS
234
1
2.0
1.0
$20.87
$3.99
$16.88
$0.00
$5.65
369
APOTHEC ARY
232
8
1.3
1.1
$18.09
$3.28
$9.99
$3.85
$18.13
100
STOMAC H REMEDIES
213
109
1.3
1.3
$35.20
$9.51
$13.21
$6.60
$15.32
230
POSTAGE STAMP
209
5
1.8
1.2
$45.32
$9.84
$18.25
$7.06
$14.14
320
C ANDLES
207
6
1.8
1.2
$17.44
$3.41
$9.57
$1.95
$8.01
218
ORAL HYGIENE
197
162
1.5
1.4
$30.08
$5.16
$12.02
$8.28
$12.25
246
PROMOTIONAL
195
75
1.6
1.0
$25.76
$1.00
$13.03
$7.81
$13.58
190
SUNC ARE
192
29
1.4
1.4
$38.12
$11.18
$13.32
$9.34
$16.82
227
PAIN RELIEVERS
181
131
1.4
1.1
$35.17
$6.65
$13.02
$5.47
$12.26
287
SUNGLASSES
181
4
1.3
1.0
$37.57
$10.24
$9.74
$10.87
$21.46
175
DIET/NUTRITION
177
18
1.2
1.3
$14.83
$2.20
$7.24
$3.55
$8.10
183
SHAVING NEEDS
175
51
1.6
1.3
$39.73
$6.91
$14.42
$6.58
$14.62
272
SKIN C ARE
169
138
1.4
1.5
$31.77
$8.97
$12.72
$6.39
$13.32
238
PIC TURE FRAMES & ALB
144
5
1.0
1.2
$29.82
$9.03
$12.13
$8.66
$12.36
241
HOME DIAGNOSTIC S
143
6
1.2
1.0
$35.90
$18.92
$13.66
$2.73
$15.83
227
HOUSEHOLD
135
110
1.5
1.4
$23.16
$2.24
$11.08
$3.68
$8.03
288
DOLLAR DEALS
128
22
1.2
1.7
$30.11
$1.60
$9.15
$8.44
$9.55
315
HAIR C OLOR
125
11
1.0
0.8
$21.54
$4.89
$10.79
$5.86
$7.41
291
TOP OF C HEC KOUT
124
13
1.5
1.2
$27.72
$2.76
$12.21
$4.75
$10.32
269
FOOT C ARE
124
9
1.1
1.0
$30.93
$4.46
$10.91
$5.00
$9.15
338
GROC ERY
118
74
1.6
1.5
$22.64
$2.71
$13.27
$5.02
$7.69
294
HOUSEHOLD PAPER
116
81
1.4
1.3
$23.73
$2.85
$11.13
$4.81
$9.24
257
HAIR C ARE
116
48
1.4
1.1
$24.32
$3.35
$12.02
$4.54
$9.36
260
11
Example – Identify and segment customers
See what portion of all
customers are “Best”
Look at overall performance
of customer segment metrics
Copyright © 2011 Accenture All Rights Reserved.
Use Segment Template to
Create “Best Customer”
segment with Customer
Decile template for two time
periods
See who they are
(demographics)
Use Segment Math to
determine repeat (in A and B)
or migrated (in A, not B) to
identify repeat (or migrating)
over both periods
See what they are buying
12
Example – Plan, execute and measure tactics
Look at performance of
segments in past
promotions. Use insight to
determine marketing and
merchandising tactics
Use Promotion Impact
Report to show each
segment’s performance for
the weekly circular
advertisement executed
Prompt Selections:
Prompt 1: Select Calendar Week Start DateYour selection: Week = 6/3/2007 or 6/10/2007 or 6/17/2007 or 6/24/2007
Prompt 2: Select Advertisement for Promotion ProductsYour selection: Advertisement = 2007-06-17
Prompt 3: Select Geographical AreaYour selection: Prompt not answered
Prompt 4: Customer SegmentYour selection: Customer Segment = Customer Migration:470
Prompt 5: Store SegmentYour selection: Store Segment = Prompt not answered
Promotion Impact
Week
Promotion
Basket
Count
$ per
Basket
$
$ NonPromotion Promoted
Products Products per
per Basket
Basket
Units per
Basket
NonPromotion Promoted
Units per Units per
Basket
Basket
%
Promoted
Only
Baskets
6/3/2007
4,420
$11.68
$4.45
$7.23
6.2
4.0
2.2
23.0%
6/10/2007
6,308
$9.32
$3.35
$5.97
4.8
3.1
1.8
17.9%
6/17/2007
6,066
$6.86
$2.48
$4.38
3.1
1.7
1.4
6/24/2007
3,188
$7.16
$2.31
$4.84
3.0
1.6
1.4
Marketing: Link to and
export segments
directly to campaign
management systems
Merchandising: Perform
assortment optimization for
a category in tool, or link to
Accenture Assortment &
Space Optimizer
Use Shopping Basket –
Cross Product Report to
understand products each
segment is buying together
Shopping Basket Analysis - Cross Product
Category
VITAMINS
INC ONTINENC E
FLOWERS
Prompt Selections:
Prompt 1: Select Start Date of Performance PeriodYour selection: 6/1/2007
Prompt 2: Select End Date of Performance PeriodYour selection: 6/30/2007
Prompt 3: Select Primary Product GroupYour selection: Category In List (VITAMINS)
#######
Prompt 5: Select Report LevelYour selection: Category
Prompt 6: Select Geographical AreaYour selection: Prompt not answered
Prompt 7: Customer SegmentYour selection: Customer Segment = Customer Migration:470
Prompt 8: Store SegmentYour selection: Store Segment = Prompt not answered
Units per
Basket Primary
Product
Units per
Basket Comparison
Product
$ Per
Basket
$ Sales Comparison
Product
$ Sales Primary
Product
$ Sales Other
Products
Total
Store $
per
Basket
Basket
Size
Index
Attachment
Index
Customer
Count
7,950
2,111
1.3
1.3
$21.38
$11.02
$11.02
$10.36
$21.38
100
241
6
1.8
1.0
$42.12
$4.14
$12.37
$11.42
$12.34
341
234
1
2.0
1.0
$20.87
$3.99
$16.88
$0.00
$5.65
369
APOTHEC ARY
232
8
1.3
1.1
$18.09
$3.28
$9.99
$3.85
$18.13
100
STOMAC H REMEDIES
213
109
1.3
1.3
$35.20
$9.51
$13.21
$6.60
$15.32
230
POSTAGE STAMP
209
5
1.8
1.2
$45.32
$9.84
$18.25
$7.06
$14.14
320
C ANDLES
207
6
1.8
1.2
$17.44
$3.41
$9.57
$1.95
$8.01
218
ORAL HYGIENE
197
162
1.5
1.4
$30.08
$5.16
$12.02
$8.28
$12.25
246
PROMOTIONAL
195
75
1.6
1.0
$25.76
$1.00
$13.03
$7.81
$13.58
190
SUNC ARE
192
29
1.4
1.4
$38.12
$11.18
$13.32
$9.34
$16.82
227
PAIN RELIEVERS
181
131
1.4
1.1
$35.17
$6.65
$13.02
$5.47
$12.26
287
SUNGLASSES
181
4
1.3
1.0
$37.57
$10.24
$9.74
$10.87
$21.46
175
DIET/NUTRITION
177
18
1.2
1.3
$14.83
$2.20
$7.24
$3.55
$8.10
183
SHAVING NEEDS
175
51
1.6
1.3
$39.73
$6.91
$14.42
$6.58
$14.62
272
SKIN C ARE
169
138
1.4
1.5
$31.77
$8.97
$12.72
$6.39
$13.32
238
PIC TURE FRAMES & ALB
144
5
1.0
1.2
$29.82
$9.03
$12.13
$8.66
$12.36
241
27.3%
HOME DIAGNOSTIC S
143
6
1.2
1.0
$35.90
$18.92
$13.66
$2.73
$15.83
227
HOUSEHOLD
135
110
1.5
1.4
$23.16
$2.24
$11.08
$3.68
$8.03
288
23.9%
DOLLAR DEALS
128
22
1.2
1.7
$30.11
$1.60
$9.15
$8.44
$9.55
315
HAIR C OLOR
125
11
1.0
0.8
$21.54
$4.89
$10.79
$5.86
$7.41
291
Copyright © 2011 Accenture All Rights Reserved.
See overall lift as a result
of marketing and
merchandising tactics
TOP OF C HEC KOUT
124
13
1.5
1.2
$27.72
$2.76
$12.21
$4.75
$10.32
269
FOOT C ARE
124
9
1.1
1.0
$30.93
$4.46
$10.91
$5.00
$9.15
338
GROC ERY
118
74
1.6
1.5
$22.64
$2.71
$13.27
$5.02
$7.69
294
HOUSEHOLD PAPER
116
81
1.4
1.3
$23.73
$2.85
$11.13
$4.81
$9.24
257
HAIR C ARE
116
48
1.4
1.1
$24.32
$3.35
$12.02
$4.54
$9.36
260
13
Accenture Customer Insight can help move a
company from descriptive to predictive analytics
What’s the best that can happen?
What will happen next?
What if these trends continue?
Predictive Analytics
(the “so what”…and the
“now what”)
Future orientated and
source of competitive
advantage
Why is this happening?
What actions are needed?
Descriptive Analytics
(the “what”)
Where exactly is the problem?
How many, how often, where?
What happened?
Copyright © 2011 Accenture All Rights Reserved.
“Rearview mirror” – provides
foundation and insight
14
Accenture Customer Insight Platform & Modules
Accenture Customer Insight Analytic Modules
Customer
• Customer
Segmentation
• Customer Profiling
• Customer Behavior
Marketing
•
•
•
•
Promotions
Advertising
Campaign Mgmt
Loyalty
Merchandising
• Assortment
• Space
• Pricing
Operations
• Inventory
• Labor
Supplier
• Demand Signals
• Supply Signals
• Portfolio
Accenture Customer Insight Platform
Segmentation &
Analytics Engine
Database, CPU &
Storage
Copyright © 2011 Accenture All Rights Reserved.
•
•
•
•
•
•
•
Transactions
Customers(Segments)
Channels (Store, Mobile, Web, Social)
Locations (Stores, Banners & Markets)
Products (SKUs)
Events (Campaigns)
Time (Date)
•
•
•
•
Extract, Transform & Load (ETL)
CPU & Data Models
Data Cleansing
Data Storage
15
Accenture Customer Insight Software
Accenture Customer Insight Platform & Analytic Modules
1
Installed Software & Maintenance Licenses
2
Month-to-Month Software Subscription
3
“Cloud” Software as a Service Subscription
Copyright © 2011 Accenture All Rights Reserved.
16
Accenture Customer Insight Services
What we offer
• Segmentation and “Micro-Segmentation” – Identify your best customers – the ones that
drive the greatest value to your enterprise. Understand the personas of customer segments.
Find the exact groups of customers, channels, locations, or promotions – “micro-segments”
– are most appropriate for a given offer or product.
• Customer Insight - Understand what promotions, prices, and products groups of
customers have responded to in the past and predict which they will want in the future.
• Marketing Effectiveness – Determine and measure the best promotions, prices, loyalty
programs, marketing offers for your customers
• Merchandising Effectiveness – Determine and measure the best product portfolio and
assortment range for your customers
• Supplier Collaboration –Share your customer, marketing and merchandising insights with
your suppliers to improve offers for your customers
Copyright © 2011 Accenture All Rights Reserved.
17
Accenture Customer Insight Services
How we deliver
• Strategy – Strategic segmentation,
strategic planning, process optimization,
objective definition, key performance
indicator (KPI) definition
1
Enable your organization to gain value using
Accenture Customer Insight solutions through:
• Pilots
• Configuration & Set Up
• Analytic Insights – Predictive modeling,
statistical clustering, ad hoc analyses,
recurring analyses, outsourced analytics.
• Data Management – Data management,
data modeling, data mapping, data
cleansing and extract, transform and load
(ETL) configuration to ensure the customer
data is ready to use
Consulting Services
• Training
2
Managed Service Solutions
Allow Accenture to manage the Accenture
Customer Insight solution for you, end-to-end
• Installation, Configuration, Hosting and
Support – Software installation and
configuration, “cloud” hosting,
customization, maintenance and support
Copyright © 2011 Accenture All Rights Reserved.
18
Getting Started – Pilot Ideas
Category
Key Questions Addressed
Anticipated Benefits
Promotional
Effectiveness
• What are the best promotions that deliver true incremental foot
traffic and basket size by customer segment?
• What is the impact on overall store sales, repeat purchase
behavior, frequency of transaction, new customers, etc.
• What is the penetration rates of pricing levels for each customer
segment?
Targeted promotions that result in
higher ROI
Assortment
Planning
• Who are the most valuable customers for a given category?
• What store/category specific assortments are likely to appeal to
target customer segments?
• Which SKU’s contribute the most to category value by customer
segment?
Increased efficiency of category
assortments (lower carrying costs
and higher sales); increased
loyalty of target customers
Category / Brand
Growth
• Who are the highest potential customers to grow my category?
• What SKU’s are most meaningful to them ($, volume, margin,
loyalty, etc.)
• What is the most effective way to market to them?
• What are switching opportunities for private label?
Improved sales through identifying
targeted customer opportunities
Target Segment
Growth
• What cross-sell opportunities exist around growing target
customer segments?
• What promotions (direct mail, circular ads, e-coupons, etc.) can
be employed to grow target segments? i.e. grow “Best Baby
Formula” customers from “Best Diaper” customers
Drive segment growth through
targeted migration tactics
Store to Market
Competitive
Evaluation
• What categories have the best upside growth to take volume
from competition?
• What customer segments should I retain and how?
Improved customer loyalty; new
customer growth
Copyright © 2011 Accenture All Rights Reserved.
19
Why Accenture?
The Accenture Customer Insight team partners with clients to move beyond the
vision and quickly develop, drive and sustain growth through customer-infused
marketing and merchandising initiatives
Industry expertise
Implementation focus
• Experienced consultants many who are former
industry executives
• Close co-operation with management and
employees
• Clear industry focus to drive for the right initiatives
in the right areas
• Distinct make-it-happen attitude to deliver results
• Combination of quick wins as well as longer term
value sustaining activities
• No re-inventing of the wheel; leveraging existing
initiatives
Accenture’s
Key Differentiators
Full-services portfolio in-house
Holistic approach
• Accenture specialists for growth and
innovation initiatives
• Accenture functional experts for all functions,
worldwide
• Transaction support, process and IT services
on site, near and off shore
• Addressing all stages of growth in the end-to-end
process through a cross-functional approach
• Focus on change management and active
promotion of performance culture
• Strategic view of growth from vision and an
enabling execution engine
Copyright © 2011 Accenture All Rights Reserved.
20
To learn more about Accenture Customer Insight,
visit Accenture Interactive:
www.accenture.com/accentureinteractive
Or contact us at
Bob Ghafouri
[email protected]
Tel: +1.703.947.4483
Copyright © 2011 Accenture All Rights Reserved.
21

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