1.
Where Big Data Meets CRM
www.ustechsolutions.com
Ian Tomlin
What is
Customer
Science?

2.
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Customer Science is the
intellectual and practical activity
encompassing the systematic
study of the structure and
behavior of customers through
observation and experiment.

3.
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Key Events In The Evolution of Customer Science
• ‘Marketing’ (Michael Porter principles on market competition)
• One to One Marketing (Don Peppers and Martha Rodgers)
• Introduction of Enterprise Customer Relationship Management (Tom
Siebel)
• Arrival of eCommerce
• Arrival of Digital Marketing and SEO
• Arrival of Social Media
• Evolution of Data Investment Management (Amazon, Google)
• Arrival of Cloud Computing
• Emergence of Big Data
• Arrival of Cloud CRM Data-Marts
1980
1990
2000
2010

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What Customer Science Means to Business
• When an enterprise can generate income
(shareholder value) by repeatedly servicing
a customer need it’s likely to be successful!
• But customer needs change over time…
• And there’s no such thing as a typical
customer…
• Or a typical ‘market’ (aggregation of
customers)

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You Need Customer Science To Learn…
Who your customers are
What they like
Where they are
When they make a buying decision
How to engage them
Why they will buy

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Strategy
•Identify blue ocean opportunities to
enter a new market to service an
unmet customer need
•Improve likelihood of strategic
success by making decisions based on
a paucity of customer insights and
facts rather than conjecture
Quality
•Improve the customer experience,
satisfaction and retention by
delivering more value to customers
more often
•Stop treating all customers in the
same way – deliver personalized,
event-driven, location-centric tailored
experiences
Profit
•Sell more products and services to
customers by delivering more
personalized experiences at the right
time, right place and right price
•Reduce costs by smarter production
and supply-chain methods  on-
demand/at point of need
Efficiency
•Expose sub-optimal processes that
impact on customer experience
•Optimize sales and marketing
approaches ‘in the contact area’
•Reduce the number of actions
occurring in the enterprise that
contribute little to customer value
Outcomes of Employing Customer Science
6

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3. Execute /
Discover
Draw out Outcomes
Share findings through
charts, maps and
visualizations
Act on What
Matters
Make changes to
processes
Design a Query /
Harvest Insights
Explore customer
insights to observe
structures and behaviors
Be Curious
Think about an
aspect of ‘customer’
structure or
behavior
Test Ideas/Seek Facts
Find answers to
questions
The Life-Cycle Of The Customer Scientist
7

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Let’s Face It, Customers Don’t Always
Want To Offer Their Opinion
• It’s rarely easy to gain customer opinions,
gather interests and unmet needs
• Customers tend to give opinions when
they are extremely happy or extremely
unhappy
• They’re more likely to share opinions
when they’ve had an unhappy experience
• Unless well structured, customer
research can lead to the wrong
conclusions and feedback can be
misinterpreted
• The customer is not always right!

9.
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The Tools of the Trade
Cloud
Data-Mart
CRM
Website /
Socialsite
Back-office
Systems
Intranet
Project/HR
Systems
Data Diagnostic
Dashboards
Location-Based
Customer
Analytics
Product
Analytics
Competitor
Analytics
Cloud
Data Mart
extract

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Contributory Methods
Customer
Segmentation
Outcome Driven
Innovation
Focus
Groups
Crowd
Sourcing
Value Chain Mapping
Issue Signature
Analysis
Surveys
Web
Analytics
Social
Analytics
Balanced Scorecard
Blue Ocean
Strategy Mapping
BCG Analysis
SEO
UI Design
Information Design
Hypothesis
Design
Reporting
Clustering
Prediction
Test and
Learn

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Introducing Cloud CRM Data-Marts
A Cloud CRM Data-Mart is a ‘big
data’ cloud computing information
platform equipped to manage the
end-to-end life-cycle of creative
innovation, supporting the key
stages of:
• Creating Hypothesis
• Harvesting Data
• Analyzing and Interpreting Data
• Clustering Customers
• Building Tests
• Forming Impact Predictions
• Iterating Tests
• Turning Tests into Outcomes
Hypothesis
Clustering
Situational apps

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Impact of Cloud CRM Data-Marts
Manages the Life-cycle of Customer Science:
 Builds (‘single’) landscape views of
customer insights
– Federates data from all sources
– Automates data harvesting from disparate
data sources
– Removes manual data transformation and
cleansing tasks
– Enables clustered views
 Adds research/data gathering tooling
 Adds visualization, mapping and analytics
 Adds situational applications to act on
learning lesson

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Deep Dive Into Customer Segmentation
Clustering customers into segments is useful for customer scientists to
appreciate behaviors and structures that may exist and remain hidden when
there is so much customer data!
Segment by one or more of the following:
• Likes and interests
• Purchases
• Unmet needs
• Buying behavior
• Affluence
• Sales channel/procurement source
• Social ties/strength of ties
• Skills, education or associations
• Origin or purchase source location

14.
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Associated Skills
& Disciplines
• Marketing Manager
• Market Researcher
• Marcomms Manager
• CRM Supervisor
• Database Architect
• Data Analyst
• Campaign Manager
• Product Manager
• UI Designer
• SEO
• Digital Marketing Analyst
• Brand Manager Need to source the talent?
Call USTech Solutions - to source the professional, creative
and analytical talent your business needs on-demand

15.
Thank You.
USTECH SOLUTIONS LTD
25 Canada Square, 33rd Floor
London, United Kingdom
E14 5LQ
t. +44 (0) 207 0431940
m. +44 (0) 7764 220954
www.ustechsolutions.com
www.ustechsolutions.com
Thank You.
USTech Solutions provides big data skunk works
teams on flexible interim contracts that
dramatically reduce the costs associated with
developing a Cloud CRM Data Mart.
Businesses that see opportunities to explore
the rewards of customer science and the
application of big data can HIRE their own skunk
works team at very low cost as an alternative to
internally sourcing talent and IT platforms.
USTECH SOLUTIONS LTD
25 Canada Square, 33rd Floor
London, United Kingdom
E14 5LQ
t. +44 (0) 207 0431940
m. +44 (0) 7764 220954
www.ustechsolutions.com