The story of how Holler’s data dept worked with Audi to create a unified view of an Audi customer. The presentation covers the: * Issues needed to overcome to bring together a range of disparate data sources * The 7 steps to building a unified view of your customer * How a unified view of the customer unlocks value in the organisation.

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How Audi Created a Unified
View of Their Customer.
Leads, Luxury, Loyalty
18th March 2014
Mike Hill
www.holler.com.au

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Today
1. Introduction
2. The Audi vision and some context.
3. Project Fish Finder – The Single Customer View
4. Why have a single Customer View
5. 7 Key steps to success
6. When I walk away today I will…

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The Audi Vision …
and some context

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Audi Vision – Be the No.1
luxury brand by 2020

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In our world,
test drives rule

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Crossing the stream

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So it appears that everyone is
good at sales?

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We need to build relationships

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CRM/Loyalty Strategy

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Project Fish Finder: The
The Single Customer View
Plug: Seriously though, I love fishing. All our clients enjoys days out on a boat with me fishing in the sun.

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What is a single customer view?
The single customer view brings
together all the disparate data
sources an organisation has about
each of their customers into a
unified, holistic view.

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Why have a single a SCV?
Personalised
Optimised
Focus
Channel roles
Insights
Increased CLV

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The steps to creating Audi’s
Single Customer View

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Audi Vision – Be the No.1
luxury brand by 2020

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1. Create a focused team
Bad Good
CRM/Loyalty part of
marketing/IT
function.
Focused internal
team with
responsibility and
accountability.

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2. Define business outcomes
Bad Good
We want to
increase revenue.
Increase median CLV
from $Xk to $Yk by
increasing the
propensity to
repurchase after 4
years from Z% to A%
by 2016.

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3. Define metric calculation
Bad Good
We want to
increase revenue.
Increase median CLV
from $500k to $750k
by increasing the
propensity to
repurchase after 4
years from 40% to
55% by 2016.

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4. Define customer segments
Bad Good
• Pre-sale
• Sale
• Post sale

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5. Defining the comms strategy
Bad Good
Post purchase thank
you email.
Targeted on-
boarding program
designed to drive
conversation,
advocacy and
purchase
affirmation.

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6. Defining the data strategy
Bad Good

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CRM/Loyalty Strategy
20 30 40
Overachieving
with style
A1 & A3
Upgrading
Q5 & Q7
My life, my
way A4 & A5

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7. Drive insights back
Visit: vimeo.com/71076193

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Creating your
Single Customer View

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1. Change your approach
From To
Sales Loyalty
Data/technology Customer experience
Subjective, un-stated
objectives
Specific, contextual, timely
outcomes
Brand team slightly
responsible and accountable
Dedicated team completely
responsible and accountable
Technologies trying to “talk”
to each other
Separation of concerns
based on DSL
Blanket comms Comms based on
contextualised segment

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2. Go through the process
1. Create a team with responsibility and accountability
2. Define & get stakeholder approval of business outcomes
3. Calculate the business metrics
4. Customer profile/s and journey map/s
5. Communication strategy
i. Behaviour segment
ii. Contextualised message
6. Data strategy
i. Business taxonomy
ii. Enterprise service bus
7. Use voice of customer to deploy insights into your business