Cusomer Intelligence : empathy at scale
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Transcript of Cusomer Intelligence : empathy at scale
Customer IntelligenceDeveloping Empathy at Scale
Charles LafageAutodesk Market Intelligence & Customer Analytics
© 2015 Autodesk
Career analyst
Increasing focus
Drive alignment and action
About me
© 2015 Autodesk
Market and Customer Intelligence
Segment IntelligenceSweet spot IntelligenceChannel / Sales IntelligenceGo-To-Market supportPain points & value proposition validationDecision process & persona
Marketing Data Science and Predictive Modeling
Retention modelingNurture stream design and content recommendationCampaign targeting prioritizationResponse management prioritization, lead scoringAccount modeling, customer value migration
Customer Engagement Analytics
Nurture Campaign Intelligence & Optimization
Intelligence functions at Autodesk
© 2015 Autodesk
Empathy at Scale
Look at the crowd
Focus on your audience
Find your voice
Sing in harmony
© 2015 Autodesk
Data driven
Informs strategic decisions
Actionable for digital marketing
Alignment around a shared understanding of customers
What makes this approach specific?
Identify your audience
© 2015 Autodesk
Customer Decision Journey
© 2015 Autodesk
Customer Decision Journey
Users
Champ
Sponsor
Gate Keeper
RatifierUsers
Understand your audience
Define Persona
© 2015 Autodesk
StereotypesBland profiles
What do all audience members have in common?
IrrelevantNot actionable
What characteristics can be used to
cluster the audience into groups?
From Audiences to personas
© 2015 Autodesk
Actionable personas
Experience
Industry of employment
Company size
Job titles
Education
Rosetta personality
Region
Focus Skills
Purchase influence
Career goals
Pain points
Motivators
Characteristics Attitudes & roles
?
Find the characteristics that drive similar buying behavior
© 2015 Autodesk
Persona segmentation examples
Experience
Mahesh
ChrisBeda
Matt
Focus skills:
• Soft Skills & Business Acumen
• Innovation & Engineering
• Tools & function
© 2015 Autodesk
Persona segmentation examples
Junior
Experienced
Senior Leadership
Business Owner
Sources: LinkedIn profiling
Ricky
Raz
Tolgar
Kai
Hierarchy
Company Size
Empathize with individuals
© 2015 Autodesk
Depth of empathy that allows to create personal messages, strong enough affinity to resonate,
stand out
Simplicity that allows it to be grasped across the org and drive alignment
Actionable for different stakeholders with different requirements
Challenges
© 2015 Autodesk
4 actionable sections
Persona
Demographics
Persona at WorkSkills
ExperienceGoals
Pain pointsMotivators
Success factors
Persona In Purchase
Role in decision processAssociated marketing / sales objectives
Persona and Marketing
Customer satisfactionBrand perception
Marketing channel preferencesContent format preferences
Information needs
© 2015 Autodesk
Persona Demographics
Persona DemographicsPopulation size
GendersAge
EducationJob titles
Motto or quote
Beda is an early career millennial with responsibilities developing mechanical assemblies, parts, and systems for products in CAD. Engineering is a lifestyle for him he may identify to the Maker community. He is eager to learn new technologies and driven to establish workplace credibility.
90 000 in the US
Age: 28
Male
BS or MS in Mechanical Eng.
Mechanical Engineer / Product Engineer
Plan IdentifyAlign
© 2015 Autodesk
Persona at work
Understand EmpathizeRelate
• Day in the Life • Motivators & Pain points • (both general and related to specific
product category)
Persona at WorkSkills
ExperienceGoals
Pain pointsMotivators
Success factors
© 2015 Autodesk
Persona in Purchase
PrioritizeMessageInfluence
Persona In Purchase
Role in decision processAssociated marketing / sales objectives
© 2015 Autodesk
Persona and marketing
ReachInfluence
Persona and Marketing
Customer satisfactionBrand perception
Marketing channel preferencesContent format preferences
Information needs
© 2015 Autodesk
BLS
LinkedIn scrapping
ProfilesJob offers
Interviews
Social listening
Methodology & Resources
Data
+Empathy
© 2015 Autodesk
Exis
tin
g P
rog
ram
s Improve contentAdapt tone of voice
New
Pro
gra
ms
Predict outcomesSelect channelsSelect content formats
New
Fra
mew
ork
s
Progressive profilingContent customizationJourney customization
How marketers Deploy Empathy at Scale
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