Download - Taking a 360 Degree View of the Customer
Taking A 360 Degree View Of The
Customer
Dr. Vikram Venkateswaran, Marketing leader & Digital Evangelist
30th September 2016
About Dr Vikram Venkateswaran
• Marketing leader • Digital evangelist • Founder , Healthcare in India, a social
movement for better health • Manchester United Fan Boy • The man of the house (literally) • Delhi born, raised Tamil, working in
Bangalore
So, why are you
here?
A small story about my move to Bangalore
Why is a 360 Degree view important ?
• Cross Sell
• Up Sell
• Context-specific offers
• Customer Delight
What is happening in the Industry
Customers expect CONTEXTUAL OFFERS delivered in an OMNI CHANNEL ENVIRONMENT focused on VISUAL EXPERIENCE which requires INTEGRATING HUMAN TOUCH POINTS WITH MACHINES
Leading to opportunities
To build a system that has a 360 degree view of the customer
To break silos to integrate systems
To integrate man and machine
To emphasize on the visual experience
So, what does 360 degree view look like?
Single view of the patient
Digital adoption by medical practitioners
70% connect
with other dental professionals
39% use
social media for marketing
60% use social
media to gain awareness about oral hygiene
50% use social
media for patient education
Download the report at www.healthcare-in-india.net
Some Indian
examples
Much more than an identifier
Understanding borrowers better
Providing the right drive experience
Making customers cosmetics savvy
Nurturing the biking culture
Mapped to customer life events
How can you go about it?
• Look at business and its goals and mission
• Based on this we need to figure out if building this view is feasible
• Build a roadmap for the vision
• The look at technology
Next Steps
• Do a small pilot
• Take 10 key customers that you might have
• Find out though meetings, Sales Data, CRM data and Social media more about them
• Build a 360 degree persona
• Use them in defining offers- For example Golf clinics
In the intermediate term
• If the pilot is successful
• Build the vision based on business imperatives
• Integrate technology
• Automate this persona building process
• Keep integrating other areas like blogs, notice boards etc
In the long term
• Build offers based on personas and not segments
• Integrate Artificial Intelligence capability to increase automation
• Focus on niches and divide every mass market into niches