Retailers with the most effective customer engagement programs have two important things in common - they leverage data and technology to better understand customer needs, and they are led by a common customer language from the CEO to the in-store staff. This webinar presentation touches on what customer-first engagement looks like and uncovers the data, tools, practices and education necessary to adapt and grow your organization. In this webinar presentation you will learn: - How to use data to better understand customer needs - Tips to create and embed a common customer language - How to show tangible change in the store - Methods to align processes, systems, and structures The presentation is created by David Ciancio, former VP of Loyalty at Kroger, and one of the industry’s leading experts on retail marketing and loyalty. David has developed customer strategies with retailers around the globe and brings a real-world perspective of how to transition an organization from a product focus to a customer focus. View the on-demand webinar here: http://www.dunnhumby.com/bringing-customer-first-engagement-to-life

1. Engaging the
organization and
inspiring everyone
to do their best
for customers
Bringing Customer
First to Life

2. Today’s Presenter
David Ciancio
Senior Customer Strategist
dunnhumby
@davidciancio

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Destination – driving growth
Knowing about
customers
• Segmented
• Brand promises
• Plans consider
customers
• Loyalty programme
Raison d’être
• Personalised
• One promise = do
only what’s right for
customers
• Loyalty
conversations
Saying we are loyal
• Segmented
• Having customer
promises
• Plans built around
customers
• Loyalty propositions
Customer Conscious Customer LoyalCustomer Centric
All about us All about our customers

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Summary: five practical steps to Bring Customer First to
Life
Use data to better understand customer needs
Create & embed a common customer language
Engage the army of your people
Show tangible change in the store
Align processes, systems, and structures

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save
time
appeal
curate
remind
simplify
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educate
inform
reflectshop
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buydiscover
1. Use data to better understand customer needs

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Surprise me with special savings or deals
Inform me about sales, promotions, or events
Make it easy for me to budget
Offer me products and services that appeal
Make it easy for me to find the information I need
Provide me with information that is relevant to me
Save me time in planning my shop
+14.0
+12.5
+12.3
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+6.8

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2. Create & embed a common customer language

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What do we stand for?
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Prices are
good
The people
are great!
Customers get
what they want
It’s easy
to shop
Great quality
fresh products

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Examples of the customer language: it’s about growth
We would need to find 12 new customers
for each lost loyal customer
Our best customers are only giving
us half of their spend
Customers have told us what is most important
to them: our customer promises
Every 1% increase in loyalty
returns nearly 1% in L4L growth

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Words matter
10
Today
Customers = 31x
Sales = 8x
Loyal = 7x
Reward = 7x
Pre-Growth
Customers = 3x
Sales = 18x
Loyal = 0x
Reward = 0x

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Customers must be considered in human and
people terms

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3. Engage the army of your people

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Empower and Energize Front Line Associates

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One Person, One Store = Big Difference for Customers

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4. Show tangible change in store

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CREAMS WHITENERS
LACTOSE
FREE
FORTIFIED1% 2% HOMOGENIZED
CHOCOLATE

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INSIGHT

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5. Align processes, systems, and structures

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Rewrite the Customer-First History for Employees

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Getting our money and our measures right
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You will need a strongly-led change programme
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Senior cross-functional team
leading the charge
Leaders cast long shadows
• Change our body language
Engage the middle layer
• They are key to success
Sell the vision and the story:
The case for change
is relevant for everyone
It will change the hardwiring
of our business: systems, processes,
data, structures
• What will stop as well as start?
We will have to
communicate relentlessly.
Brand the change

26. 26 © dunnhumby 2016 | Confidential
save
time
appeal
curate
remind
simplify
surprise
educate
inform
reflectshop
select
buydiscover
1. Use data to better understand customer needs

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2. Create & embed a common customer language

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3. Engage the army of your people

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4. Show tangible change in store

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5. Align processes, systems, and structures

31. WEBINAR Q&A
David Ciancio
David.Ciancio.Contractor@dunnhumby.com
@davidciancio
dunnhumby.com

33. Thank You