Self- service and the vanishing customer

@crmjoy

Sean McMahonCustomer Contact Innovations Manager

Traditional CRM Model

A system to facilitate what a business wants to manage about its customers.

It’s a good start but it’s business-centric

not customer-centric.

A New CRM Model

Insights & AnalysisHeat Mapping

Leak Modelling

Drill-Downs

ML & AL Integration

Identity

Central view of contacts.

Identifiable attributes

based on email,

telephone, DOB etc.

Journey Management

Journey planning & mapping

Automation

Exception Handling

Communications

Event Storage

Collect & store events relating

to contact-like touch points,

web page visits, calls and

emails.

Customer At The Centre Of Collection

Recognise & Track

Events & Attributed Activities

Personalise & Manage

Journey Maps, Audiences & External Stages

Respond & Automate

Machine Learning, AI & Predictive Routing

Analyse & PredictInsights, Action Platforms & Intelligent Communities

1

2

3

4

Customer At The Centre Of Collection

Recognise & Track

Events & Attributed Activities

Personalise & Manage

Journey Maps, Audiences & External Stages

Respond & Automate

Machine Learning, AI & Predictive Routing

Analyse & PredictInsights, Action Platforms & Intelligent Communities

1

2

3

4

Challenges & Opportunities at Belron

New to CRM

No legacy systems

Traditional Call-Centre

Increasing online

bookings

No marketing attribution

Green field opportunity

The Conversation Conversion

Multiple Contacts Single Conversation Customer Conversation

Vision Statement

Customer information will magically appear on user’s desktops.

Where are the conversations happening?

Non-Digital

Digital Non-Attributed (Discoverable)

Digital Attributable

Digital Direct Engagement

Where are the conversations happening?

There is only one customer conversation

Digital Acquisition

Booking Agents & Dispatch

Technician

Customer Service

Customer Journey

Systems Supporting The Conversation

Digital Acquisition

Booking Agents & Dispatch

TechnicianCustomer

Service

Unified Communication

CRM Systems

Event Data

A New CRM Landscape

B2B CRM B2C CRM E CRM DMP/CMP

Structured Unstructured

Low Volume, Higher Value

High Significance

High Volume, Lower Value

Low Significance

The New Components of CRM

Omni-Channel Customer Journeys & Experiences

CDP CRMData Warehouse

SFAMarketing

Automation

Social CRM Service Ops Martech Stack

Analytics

Big Data

AI, Geo-Location CRM

Customer Data Management

Last Mile ClosureProspectus &

Customer Contact Management

Post Sale Delight

The Future Data Strategy

DEFENSE OFFENSE

KEY OBJECTIVES Ensure data security, privacy, integrity, quality, regulatory compliance and governance

Improve competitive position and profitability

CORE ACTIVITIES Optimise data extraction, standardisation, storage and access

Optimise data analytics, modelling, visualisation, transformation and enrichment

DATA-MANAGEMENT ORIENTATION

Control Flexibility

ENABLING ARCHITECHTURE SSOT (Single Source of Truth) MVOTs (Multiple Versions of the Truth)

Customer Identification Was Key

Creating a single view of the customer in real-time.

Facebook

Liveramp

Customer ID

Hashed Email

Google ID

Analytics Big Data

CRM Display Ad

Email Personalization

Search Social1st & 3rd Party

IDs fromInteractions

added to Profile

Deterministic ID Key Ring

Visitor Stitching of Profiles

Across Sessions & Devices(+ Match

Unknown-to-known)

More IDs Captured...More Profiles

Stitched...MORE COMPLETE VISITOR PROFILE

More Accurate Customer Info& Better Targeted

Customer Experiences

Systems Architecture Diagram

Customer Journey Visibility

Detailed Customer Interactions

Single Global Customer View

CUSTOMER

International VGRR

Local VGRRNew

Business

Smart Repair

ISP

Self- service and the vanishing customer

@crmjoy

Sean McMahonCustomer Contact Innovations Manager