1. UNLOCK THE
POWER OF
CUSTOMER DATA
COMCAST BUSINESS PRESENTS
MODERATOR
GENE MARKS

2. 2
GENE MARKS NORMAN GUADAGNO
MODERATOR
Norman Guadagno hones in on that
unique place where company brand
meets customer need and harnesses in
it a way that adds value for customer
and company alike. Together with the
Marketing team, Norman drives brand
strategy, product marketing and overall
market awareness for Carbonite
worldwide.
BRETT TOLBERT
As Vice-President of Small
Business marketing, Brett manages
SMB Acquisition and Customer
marketing, Business marketing
analytics, and data sciences.
PRESENTERS
VP, SMB Marketing, ComcastSVP Marketing, CarboniteOwner of the Marks Group PC
Gene owns and operates the Masks
Group PC, a highly successful 10-person
firm that provides technology and
consulting services to small and mid-
sized businesses. He has written five
books on business management and
helps business owners, executives and
managers understand the political ,
economic and technological trends that
will affect their companies so they can
make profitable decisions.

3. Customer Retention – Real Life

4. 4
Starbucks
Data:
43 percent of tea-drinking customers skip the sugar
per a 2015 report conducted by consumer research
firm Mintel. 25 percent of consumers don't add milk to
their iced coffee when drinking the beverage at home.
Action:
Starbucks created two unsweetened ice tea K-Cups —
Mango Green Iced Tea and Peachy Black Tea — and
recently launched unsweetened and sweetened black
iced coffee without milk or added flavors.

5. 5
Netflix
Data:
Surveys of Kevin Spacey fans
Action:
Nine separate trailers for House of Cards and targeted
them directly to those users.

6. 6
Capital One Bank
Data:
Conducts tens of thousands of data experiments each year
Action:
Offers credit cards with different interest rates, incentives,
and marketing techniques with the goal of providing
customized offers to customers to incentivize them to sign
up while also managing repayment risk.

7. 7
o Why customer retention is still a challenge
today
o The impact of data on customer service and
retention
o How businesses collect and store their data
o Addressing data privacy and security
o The relevance of email for data driven
customer retention
o The importance of social media for data driven
customer retention
o Using data from events to encourage customer
retention
o A few customer retention ideas for retail
merchants
WHAT WE’LL COVER TODAY

8. Why is Customer Retention Still a Challenge?

9. NEGATIVE CUSTOMER EXPERIENCES
02
Customer complaints generally fall into five categories: negative interactions, billing issues, e-
commerce problems, refunds and product quality.
Source: Issuetrak study, 2017
01 Businesses are losing $62 billion per year through poor customer service, up $20 billion since
2013.
Source: NewVoiceMedia survey, 2016
03
39% of customers who have had bad experiences will avoid vendors for 2 or more years. In
addition, 79% of high-income households will be permanently soured by a negative
experience.
Source: Zendesk survey, 2016

10. What Impact Does Data Have On Customer Retention?

11. DATA IMPACT
02 72% of small businesses plan to allocate the majority of their marketing budget to
customer acquisition, while 28% plan to allocate the majority to customer retention.
Source: Belly study, 2016
01
Small merchants believe that in 2015, over 70% of their revenue came from loyal
customers
Source: Belly study, 2016

12. How do Businesses Collect Data…and Where Do They
Store It?

13. CUSTOMER RELATIONSHIP
MANAGEMENT
02
The biggest names in CRM software are Adobe, Salesforce, SAP, Oracle, and Microsoft, with
Adobe being most popular with 26.9% of the market share.
Source: ReadyCloud study, 2017
01 The CRM market will reach $36.5 billion by 2017.
Source: Gartner study, 2016
03 40% of salespeople still use informal means such as Microsoft Excel or Outlook to store its
lead and customer data.
Source: HubSpot study, 2016

14. Isn’t Data Privacy and Security A
Concern?

15. PRIVACY
02
65% of men willing to share their data want to get loyalty program points and rewards,
followed by 60% who want discounts and special offers. For women, it’s the opposite:
66% want discounts while 59% say they want loyalty program rewards.
Source: Retail Dive, 2017
01
62% of younger consumers (under the age of 45) say they will share their personal data
with retailers. This contrasts the 76% of older consumers who say they won’t give
personal information to retailers regardless of the benefit.
Source: Retail Dive study, 2017

16. Is E-Mail Data Still Relevant for Customer Service?

17. YOU’VE GOT MAIL
02
86% of consumers would like to receive promotional emails from companies they do business
with at least monthly, and 15% would like to get them daily.
Source: Statista study, 2015
01 60% of companies are planning to increase their email marketing budget in 2017.
Source: StrongView study, 2016
03 78% of consumers have unsubscribed from emails because a brand was sending too many
emails.
Source: HubSpot study, 2016

18. How Can Social Media Data Help with Customer
Retention?

19. SOCIAL MEDIA
02
45% of customers share bad customer service experiences while 30% share good ones
via social media.
Source: Zendesk survey
01
70% of companies are still not collecting data from social media channels.
Source: Data & Marketing Association study, 2016
03 88% of people have been influenced by online reviews while making their purchase
decisions.
Source: Zendesk survey, 2016
04
When asked to select their most important platform, 55% of marketers chose Facebook,
followed by LinkedIn at 18%. Plus, 67% of marketers plan on increasing their Facebook
marketing activities.
Source: Social Media Examiner study, 2016

20. Can Event-Driven Data Drive Better Customer Service?

21. TRADE SHOWS
02 61% of B2B marketers rate webinars as the most effective content-marketing tactic.
Source: Content Marketing Institute study, 2014
01 According to Forrester Research, tradeshows and events are the second most effective tactic in
the marketing mix, after the company’s website. Forrester also reports that 25% of the average
B2B marketing budget is spent on events.
Source: Cvent study, 2014

22. How Are Smart Retailers Driving Better Customer
Service Through Data?

23. SELL SMART
02
Shoppers prefer prepaid debit cards and gift cards (45 percent) and PayPal (38 percent),
over other payment options like checks or merchandise.
Source: Blackhawk Network study, 2016
01
Local merchants believe that in 2015, over 70% of their revenue came from loyal
customers
Source: Belly study, 2016

24. 24
To recap:
o Why customer retention is still a challenge
today
o The impact of data on customer service and
retention
o How businesses collect and store their data
o Addressing data privacy and security
o The relevance of email for data driven
customer retention
o The importance of social media for data driven
customer retention
o Using data from events to encourage customer
retention
o A few customer retention ideas for retail
merchants

25. 25
QUESTIONS?

26. 2
6
GENE MARKS NORMAN GUADAGNO
MODERATOR
Norman Guadagno hones in on that
unique place where company brand
meets customer need and harnesses in
it a way that adds value for customer
and company alike. Together with the
Marketing team, Norman drives brand
strategy, product marketing and
overall market awareness for
Carbonite worldwide.
BRETT TOLBERT
As Vice-President of Small
Business marketing, Brett manages
SMB Acquisition and Customer
marketing, Business marketing
analytics, and data sciences.
PRESENTERS
VP, SMB Marketing, ComcastSVP Marketing, Carbonite
Owner of the Marks Group PC
Gene owns and operates the Masks
Group PC, a highly successful 10-person
firm that provides technology and
consulting services to small and mid-
sized businesses. He has written five
books on business management and
helps business owners, executives and
managers understand the political ,
economic and technological trends that
will affect their companies so they can
make profitable decisions.

27. Comcast Helps Businesses Perform Better
Find ideas, solutions and perspectives from experts and real
business owners at the Comcast Business Community.
cbcommunity.comcast.com