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Where Big Data Meets CRM
www.ustechsolutions.com
Ian Tomlin
What is
Customer
Science?
www.ustechsolutions.com
Customer Science is the
intellectual and practical activity
encompassing the systematic
study of the structure and
behavior of customers through
observation and experiment.
www.ustechsolutions.com
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
www.ustechsolutions.com
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)
www.ustechsolutions.com
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
www.ustechsolutions.com
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
www.ustechsolutions.com
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
www.ustechsolutions.com
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!
www.ustechsolutions.com
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
www.ustechsolutions.com
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
www.ustechsolutions.com
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
www.ustechsolutions.com
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
www.ustechsolutions.com
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
www.ustechsolutions.com
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
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

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What is Customer Science - And Why Should You Care?

  • 1. Where Big Data Meets CRM www.ustechsolutions.com Ian Tomlin What is Customer Science?
  • 2. www.ustechsolutions.com Customer Science is the intellectual and practical activity encompassing the systematic study of the structure and behavior of customers through observation and experiment.
  • 3. www.ustechsolutions.com 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
  • 4. www.ustechsolutions.com 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)
  • 5. www.ustechsolutions.com 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
  • 6. www.ustechsolutions.com 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
  • 7. www.ustechsolutions.com 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
  • 8. www.ustechsolutions.com 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. www.ustechsolutions.com 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
  • 10. www.ustechsolutions.com 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
  • 11. www.ustechsolutions.com 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
  • 12. www.ustechsolutions.com 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
  • 13. www.ustechsolutions.com 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. www.ustechsolutions.com 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