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Bridging the gap between online & crm To create great customer experiences, CRM and Online marketing should not be viewed separately. If you combine transactional (CRM) data with realtime (online) behaviour, you are ahead of the game. Still, CRM/CVM and Online/Ecommerce often exist in silos. This presentation offers 5 tips to bridge the gap between online and crm. Illustrated by practical examples of leading organisations in various industries. In addition, it shares a practical toolset including a Customer Profiling Scorecard, a Digital CRM Strategy Roadmap and a process for continuous Marketing Performance Improvement.
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2organize is a member of Oxyma Group
BRIDGING THE GAP BETWEEN CRM & DIGITAL MARKETING
5 STEPS TO BETTER ENGAGE CUSTOMERS AND DELIVER EXCEPTIONAL CUSTOMER EXPERIENCE
2organize is a member of Oxyma Group
1+1 = 3
2organize is a member of Oxyma Group
USING CRM DATA FOR BETTER TARGETED ADVERTISING
Customer leased the car one year ago and manufacturer has her name + postal address
Now, Customers are found and targeted just before they must renew their leases.
2organize is a member of Oxyma Group
USING ONLINE DATA TO PERSONALIZE COMMUNICATIONS
Purchase history and customer preferences determine customer segment and offer. Suddenly, customer shows interest in toothbrushes on website or in app.
Now, customer receives
more relevant offer, in the
moment
2organize is a member of Oxyma Group
HOW? FIVE STEPS #
2organize is a member of Oxyma Group
#2. Create integrated journeys
#3. Be(come) a data scientist
#4. Small steps. With a vision.
#5. Always be testing
#1. Make fr iends across si los
2organize is a member of Oxyma Group
#1. MAKE FRIENDS ACROSS SILOS
2organize is a member of Oxyma Group
Before: Since 2013:
…
CRM Online …
AT A MAJOR TELCO
…
Online
CRM
…
2organize is a member of Oxyma Group
ORGANISATIONAL GAP
POTENTIAL CRM/CVM Value Management Building relations Cross/up/deep/retain
Online/eCom Acquisition Management
Direct response # and % conversions
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#2. CREATE INTEGRATED CUSTOMER JOURNEYS
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ING DELIVERS “NEXT BEST OFFERS” IN REAL TIME
NBA on website Personal advice
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ING DELIVERS “NEXT BEST OFFERS” IN REAL TIME
o Response rates x3 o Annual cost reduction 35% o Leadtime from 21 to 4 weeks
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CUSTOMER EXPERIENCE MANAGEMENT “ON THE GO”
o Find dropoff moments o Replay individual journeys o Optimize value of each visit
Tealeaf so)ware, www.tealeaf.com
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#3. BE(COME) A DATA SCIENTIST
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WEHKAMP RETARGETING & PERSONALISATION
Targeted banners: o 15x better ROI o 5x better CTR
Personalised e-mails: o 23% higher openrate o 68% higher CTR o 67% less opt-out o 271% higher sales-per-send
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Explicit Profile
Implicit Profile
Response Profile
Session Profile
Journey Profile
Customer Metadata
☺ NAWE: Bonuskaart, E-‐mail, naam, adres, lee=ijd + Voorkeuren + Feedback + Social media content
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CUSTOMER PROFILING SCORECARD
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Explicit customer profile Customer maintained profile: name, address, email, settings, favourites, configurations, preferences, product ratings, reviews, Q&A, UGC, Social Media Content Implicit customer profile Supplier maintained behavioural profile: online transactions, offline transactions, product use, service use, interactions, socio-demographic data, psychographic data Response-profile Stimulus-reponse-data related to functionalities and campaigns. Include contact history, interaction pressure, campaign response, stimulus-sensitivity
Session-profile Real-time behavioural data: referring site, location, campaign exposure, use of site functionalities, customer intent Customer journey profile Longitudinal cross channel behavioural data: multi stage decision process identification, microconversions, engagement Customer meta data Analytics generated customer data: recency/frequency/value profile, LTV-profile, segmentation, engagement scoring, attitudinal scoring, sentiment scoring
CUSTOMER PROFILING SCORECARD (2)
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#4. SMALL STEPS. WITH A VISION.
2organize is a member of Oxyma Group
DIGITAL CRM STRATEGY ROADMAP
2012 2013 2014
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Vision & Strategy Basics Quick Wins Customer Value Life Time Value Customer Journey
Customer Contact Strategy
Program Prospect Welcome
Order Follow Up Churn / Retention
EDM: abandoned cart EDM: customer journey
Win back EDM: behavioral events
Campaigns Bulk communication Simple segmentation
Segmentation Multi channel Personalized Real time Interactive
Insights
Reports Hi-prio KPI’s All KPI’s Dashboards Balanced Scorecard
Analysis RFM Basic Segmentation Advanced Segmentation
LTV Behavioral segmentation
Value drivers Loyalty drivers
Share of Wallet Life style segmentation Engagement scoring
ROMI analysis
Marketing Performance Improvement
Monitor basic KPI’s Set up test- and control groups
Simple A/B testing
Advanced A/B testing Multivariate testing campaigns Advanced A/B testing programs
Multivariate testing programs ROMI optimization
Customer Data Integration
Registrations Transactions
Customer Profiles Contact history
Survey data Campaign feedback data Integrate business units
Web data Social media data Competitor data
External environment data
(example Roadmap)
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#5. ALWAYS BE TESTING
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VODAFONE INCREASED CONVERSION BY 378%
Optimize e-mail +233%
Differentiate +43%
Net conversions +378% In 5 months
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LEARNINGS
o Design optimization pays off (!) o Source predicts behaviour o Personalize on click behaviour o Segmentation on opened vs clicked
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Customer VALUE
1. Set Goals
2. Set KPI’s
3. Plan
4. Prepare
5. Contact
6. Follow up 7. Monitor
8. Optimize
9. Report
10. Analyze
11. Discuss
12. Improve
MARKETING PERFORMANCE IMPROVEMENT CYCLE
2organize is a member of Oxyma Group
#2. Create integrated journeys
#3. Be(come) a data scientist
#4. Small steps. With a vision.
#5. Always be testing
#1. Make fr iends across si los
2organize is a member of Oxyma Group
1+1 = 3 3
2organize is a member of Oxyma Group
Questions! TWITTER: @LARSCRAMA EMAIL: [email protected] PHONE: +31 6 51506820
Visit the IBM Booth
2organize is a member of Oxyma Group
o http://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/ o http://public.dhe.ibm.com/common/ssi/ecm/en/zzw03183usen/ZZW03183USEN.PDF o http://public.dhe.ibm.com/common/ssi/ecm/en/zzc03039usen/ZZC03039USEN.PDF o http://www.ibm.com/smarterplanet/global/files/be__en_be__commerce__unica_casestudy_ing_021910.pdf o http://matthewsonmarketing.com/2013/01/22/chapter-21-showing-results-romi-dashboardskpis-and-forecasting/ o http://desonance.files.wordpress.com/2012/07/cxexample_highres_desonance.pdf o http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-
father-did/ o http://www.adexchanger.com/data-exchanges/with-getonboard-liveramp-blurs-the-lines-between-crm-and-
advertising/ o www.tealeaf.com
REFERENCES
2organize is a member of Oxyma Group
visit www.2organize.com