1.
DRIVING GROWTH THROUGH
CUSTOMER CENTRICITY
APRIL 2016

2.
Introductions
Steven Berkhout
Associate Director
Vermeer
Jack Koch
Head of Audience Research
LinkedIn

3.
About Vermeer
@insights2020

4.
Strategy
@insights2020
Segmentation

5.
Strategy
@insights2020
Purposeful Positioning

6.
Structure
@insights2020
Marketing Organization

7.
Capability
@insights2020
Masters of Marketing in a Digital Age

8.
Valuation
@insights2020
Brand & Marketing Mix Valuation

9.
Thought Leadership
@insights20209

10.
Thought Leadership
@insights2020

11.
Today
@insights2020

12.
Welcome to the connected society
212 Billion
Sensor enabled
devices
2008 2015 2020
7
Billion
25
Billion
50
Billion
Connected devices
!
Connected
Society
Data People
Process Devices
@insights2020

13.
Traditional value drivers no longer provide competitive advantage
1900 -
1960
1960 -
1990
1990 -
2010
2010 -
PRESENT
Age of
manufacturing
Age of
Distribution
Age of
Information
Technology
Age of the
Connected
Customer
@insights2020

14.
Everybody talks about Customer Centricity

15.
But ... does it drive business growth?

16.
Insights2020 focus
HOW
to achieve
Customer Centricity?
WHAT
are the drivers of
Customer Centricity?

17.
Insights2020 Advisory Board
Keith Weed
Unilever
Sir Martin Sorrell
WPP
Diego Scotti
Verizon
Julian Prynn
BAT
Jerry Wind
Wharton
Harish Bhat
TATA
Gayle Fuguitt
ARF
Rob Norman
GroupM
Tony Fagan
Google
Barbara Lamprecht
Volkswagen

18.
The Insights2020 Coalition
Founding Partners Publishing Partners
@insights2020

19.
Largest and most global I&A study ever conducted
60 Markets
337 Vision Interviews
10,495 Survey Respondents
• LinkedIn Behavioral Analysis
• Wharton Crowd Sourcing
• 8 Global research teams
• Cross-industry, Cross-function
@insights2020

20.
Overperformers vs Underperformers

21.
Opportunities
Insights into action
across all
touchpoints
Behavioral
Data
Personalization
Brand
Purpose
Especially true
for overperformers
@insights2020

22.
Challenges
Internal silos &
bureaucracy
Legacy of
structure &
functions
Making sense
of data
Recruiting
wholebrain
people
Especially true for
underperformers
Especially true for
overperformers
@insights2020

23.
Key dimensions of Customer-Centric growth
CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
@insights2020

24.
Key dimensions of Customer-Centric growth
1. Purpose-led
2. Data-driven customization
3. Touch point consistency
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
CUSTOMER
CENTRIC
GROWTH
@insights2020

25.
Driver 1. Purpose-led
Link everything to a
clear brand purpose
80%
32%

26.
Driver 2. Data-driven customization
Creating experiences based
on data driven insights
73%
31%

27.
Driver 3. Touch point consistency
I&A to drive consistency
across all touch points
64%
29%

28.
Key dimensions of Customer-Centric growth
4. Embraced by all
5. Leadership priority
6. Collaboration
7. ExperimentationTOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
CUSTOMER
CENTRIC
GROWTH
@insights2020

29.
Driver 4. Embraced by all
Customer Centricity is fully
embraced by all functions
79%
13%

30.
Driver 5. Leadership priority
Customer Centricity is a
top priority for leaders
Incentives are based on
customer related KPIs
91%
48%
45%
24%

31.
Driver 6. Collaboration
Work closely with
customers
72%
45%

32.
Driver 7. Experimentation
Embracing risk and
experimentation
40%
13%
@insights2020

33.
Key dimensions of Customer-Centric growth
8. Leading role of I&A
9. Unlocking the power of data
10.Critical capabilities
TOTAL
EXPERIENCE
CUSTOMER
OBSESSION
INSIGHTS ENGINE
CUSTOMER
CENTRIC
GROWTH
@insights2020

34.
Driver 8. Leading role of I&A
51%
18%
I&A leading the
business

35.
Driver 8. Leading role of I&A
I&A reports into
the CEO
29%
12%

36.
Driver 9. Unlocking the Power of Data
THE ECONOMIC GRAPH Linking different data
sources to distil insights
67%
34%

37.
Driver 10. Critical Capabilities
Storytelling
61%
37%
Business Sense
75%
50%
‘Wholebrain’ thinking 71%
42%
@insights2020

38.
10 drivers of Customer-Centric growth
8. Leading role of I&A
9. Unlocking the power of data
10. Critical capabilities
4. Embraced by all
5. Leadership priority
6. Collaboration
7. Experimentation
1. Purpose-led
2. Data-driven customization
3. Touch point consistency
@insights2020

39.
45%
53%
61%
+8%
+2%
+3%
Total Experience
Supporting scorecard
• Purpose-led
• Data-driven customization
• Touch point consistency
• Leading role of I&A
• Unlocking the power of data
• Critical Capabilities
• Embraced by all
• Leadership priority
• Collaboration
• Experimentation
Customer Obsession
Insights Engine
Revenue Growth
Potential
+2.8%
ILLUSTRATIVE NUMBERS
73%
49%
53%
+2%
+5%
+3%
+9%
-6%
-2%
+3%
-7%
-9%
-6%
-2%
SCORE
GAP vs
BENCHMARK AMBITION
SCORE
GAP vs
BENCHMARK AMBITION
SCORE
GAP vs
BENCHMARK AMBITION
+5%
63%
75%
61%
34%
+5%
+3%
+4%
+6%-2%
@insights2020

40.
NOW what?

Focus on products and services Focus on Total Experience
@insights2020

41.

NOW what?
Focus on detail of data Focus on actionability of data
@insights2020

42.

NOW what?
Manage risk Experiment!
@insights2020

43.

NOW what?
Deliver to customers Co-create and innovate with customers
@insights2020

44.
Join us!
Collaborating
Experimenting
movement
Crowd
Sourcing
Data
collecting
PublishingSharing
Networking

45.
2016 CMO and I&A Round Tables

46.
Coverage – 2016

47.
Mission:
Connect the world’s professionals to
make them more productive and successful
#1 Value:
Our Members Come First

48.
LinkedIn is Uniquely Positioned To Help
Drive Customer-Centric Growth

49.
Growth requires personalized experience at scale
Creating experiences based on
data driven insights
73%
31%
Linking different data sources
to distil insights
67%
34%
Using insights and data to drive
consistency across all touch points
64%
29%

50.
Growth requires personalized experience at scale
ORGANIC / SPONSORED CONTENT
The most effective platform for marketers
to engage with professionals
CONTENT MARKETING

51.
SALES NAVIGATOR
SOCIAL SELLING
Empower your sales teams with social
intelligence and content to share
Growth requires personalized experience at scale

52.
EY personalizes conversations for
customers and clients with specific thought
leadership to deepen relationships while
maintaining consistent purpose-driven
messaging

53.
• Identify the right marketing and sales
targets
• Connect in a personal way
• Build relevant relationships in a
credible context
• Convert marketing activities into sales
Growth requires personalized experience at scale

54.
Growth requires alignment on brand purpose
Link everything to a clear
brand purpose
80%
32%
Customer centricity is a top
priority for leaders
91%
48%
Customer centricity is fully embraced
by all functions
79%
13%

55.
PUBLISHING PLATFORM
THOUGHT LEADERSHIP
Empower your leaders to
communicate directly with
key stakeholders, employees,
and prospective talent
Growth requires alignment on brand purpose

56.
ELEVATE
Leverage your employees’ collective
influence
to share content
that is “on brand”
EMPLOYEE ACTIVATION
Growth requires alignment on brand purpose

57.
Communicate purpose
continuously, internally and
externally

58.
Transforming employee
engagement – moving from
inspiration, to advocating, to
attraction

59.
• Share stories in a credible context
• Amplified by employees
• Connecting the external and internal world of
the company
• Driving overall corporate and employer
reputation – and building your Talent Brand
Growth requires alignment on brand purpose

60.
Growth requires hiring, developing, and retaining people
Business sense
77%
50%
“Wholebrain” thinking
71%
42%
Storytelling
61%
37%

61.
JOBS APP
Find the right job or have the right job
find you
JOBS SEARCH
Growth requires hiring, developing, and retaining people

62.
RECRUITER PLATFORM
Powerful business intelligence
to find the right active and
passive candidates
RECRUIT GREAT TALENT
Growth requires hiring, developing, and retaining people

63.
Acquire the skills you need to
succeed
LYNDA.COM
TRAIN & DEVELOP TALENT
Growth requires hiring, developing, and retaining people

64.
Dell encourages employees to create
strong profiles and networks, building
talent brand and
driving referrals

65.
Investing in developing and
improving skills

66.
• Identify the right talent
• Connect in a personal way
• Recruit talent to join your purposeful
team
• Grow the talent you have through
training and development
Growth requires hiring, developing, and retaining people

67.
Overperformers leverage the multiplication effect to drive growth
more likely to
use all 4 aspects
of LinkedIn
LI Recruiter
(Hiring)
LI Sales Navigator
(Social Selling)
LI Marketing Solutions
(Brand Activation)
LI Elevate
(Employee Activation)
400% at least 3
aspects
68%
at least 2
aspects
41%
at least 1 aspect
18%
Overperformers:

68.
Connecting professionals and brands
to drive customer-centric growth
through talent, marketing, and sales