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Philips International beschikt over een internationale consumentendatabase met daarin data van meer dan 240 landen. Philips is begonnen om hun Global CRM activiteiten van de consumenten producten uit te breiden en te optimaliseren. Dit kan alleen door het hebben van een juist en volledig klantbeeld; om dit klantbeeld te realiseren moet de kwaliteit van de data op het hoogst haalbare niveau liggen. Locale marketingafdelingen kunnen zo hun tijd besteden aan marketingactiviteiten i.p.v. het verbeteren van de kwaliteit van hun outputbestanden.
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Event: DDMA Dag van de Datakwaliteit
Thema: DQ Award
Spreker: Patrick Degenhardt & Basile Fattal
Datum: 24 oktober 2007, De Lindenhof, Delft
www.ddma.nl
Patrick Degenhardt & Basile Fattal
Data Quality: the cornerstone of the global Philips CRM strategy
Patrick DegenhardtBasile Fattal
DDMA Data Quality AwardOctober 2007
Data quality:the cornerstone of the Global
Philips CRM strategy
Agenda
1. Philips’ core areas
2. CRM at Philips
3. Data quality as an enabler of CRM
4. Results
Healthcare
Lifestyle Technology
2. CRM at Philips
CRM objectives
Increase consumer
loyalty for the Philips brand
Facilitate sales of Philips products
Generate traffic to
Philips.com
CRM scope
• The Global CRM Team oversees all consumer data and direct
campaigns in all countries where Philips operates, counting on a
network of 200 employees in all continents.• Data collection and use reaches all business areas in the
company:
Marketing, Research, Product Development, Service, Call
Centers, Strategy, etc.
30 MILLION CONSUMERS
WORLDWIDE
30 MILLION CONSUMERS
WORLDWIDE
Country segmentation
• Countries are not uniform. Different degrees of readiness
towards CRM require a flexible approach from the Global
Team.• Thus, countries are divided in 3 tiers:
Basic
Developing
Advanced
• Advanced:
Basic
Developing
Advanced
Characteristics:• Dedicated team in the country
• Seamless integration with Global/Local campaigns
• Core of Global Consumer Hub
• Mission Critical initiatives
• Segmentation with personas
• Datamining to generate better campaigns
• Stronger data collection
• Automated campaigns
• Advanced Data Quality
• 70% of database
Country segmentation
• Developing:
Basic
Developing
Advanced
Characteristics:• Partially dedicated team in country
• Integration with Global campaigns and database
• Country-generated projects
• Campaign Calendar
• Strong data collection
• Use of Global automated campaigns
• Sales-oriented stand alone campaigns
• Enhanced data quality
• 25% of database
Country segmentation
• Basic:
Basic
Developing
AdvancedCharacteristics:• Registration via standard methods
• Global Consumer Hub
• Use of Global stand alone campaigns when feasible
• Ongoing data quality
• 5% of database
Country segmentation
Multi-channel approach
• 360º View of Consumer:– Means more information collected about consumers– Therefore data quality and integration becomes more
important
Web
eShop
Support
Research
3. Data quality as an enabler of CRM
Wide array of data capturing channels
PHILIPS.COM
• Remove registration clutter
• Simplify registration process
• More information to improve data quality
• Opt-in box more visible
• Create registration Guidelines
On home page www.philips.com
On top banner of every webpage
Quick registration in
several locations
In every Newsletter
Wide array of data capturing channels
Message on all user manuals, quick start guides and packaging
Wide array of data capturing channels
Capture of email addressvia Call Center Agents
Registration Link on Support Pages
Wide array of data capturing channels
A unique view of the consumer is therefore essential!
DIFFERENTIATE INTERACT
MONITORKNOW
Data cleansing suite• 30+ million consumers• 240 countries• 70 consumer segments in 5 key countries• Multiple entry sources• Capable of keeping track of the consumer in a very dynamic environment• Call centers: manual data entry leads to low data quality• Readiness for double byte characters
THE DATA CLEANSING SUITE MUST
BRING SIMPLICITY TO A VERY COMPLEX LANDSCAPE!
Data cleansing suite
(1) Standardization +data Verification
at Source
(2) Data format check at entry point
(3) Daily + YearlyData Cleansing• Name parsing• Address parsing• Email validation• De-duplication• Integration
(4) Data Appending +Campaigns• Mover’s data• Suppression lists• Bounce data• Campaign results
Call Center
Eshop
Philips.com
Micro-site
CentralDatabase
MarketingDatabase
4. Results
Data quality results
• Data quality is an enabler to CRM, not an objective in itself• Good data quality allowed us to do more targeted and better
campaigns
• Name Validation 75% 99%• Address Validation 65% 90%• De-duplication 79% 90%• Gender Known 35% 87%• Deliverable Emails 70% 99%
• Front-end processes have been adjusted in order to guarantee better data quality – e.g. call center training and change in interface.
Facts & figures - registration status
30%
2002 2003 2004 2005 2006 2007 2008
9,500,000
15,000,000
19,000,000 21,000,000
24,000,000
30,000,000
30% MarketableConsumers
More segmented and better campaigns
9 x more campaigns
than a year ago!
Automated emails
Welcome to Philips Benefits to Interact Survey Birthday Opt-out Confirmation
We hope to have given you some additional insights…
DANK U WEL!
