Kris Vranken - The Customer is Now

Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken

The customer is NOWKris Vranken

Managing Director

Stratics

Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken

It’sNotYourMother’sCRMAnymore


TheCustomerIs

NOW


TheCustomerIs

OMNIResearch online and buy products online

Research online and visit store to purchase

Research online visit store to view product, then return online to purchase

Visit a store, and then purchase online

Lines between offline and online shopping experiences are blurring

44%

51%

17%

32%



TODAY

The Customer is NOW Get in Control

In Five Steps


Identify

Differentiate

Monitor

Interact

Customize

360° customer centric

Customer DNA

KPI’s & Migrations

Trigger Based & Omni Channel

1 to 1

Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken8

Tear down the silos ?


Identify Differentiate Monitor Interact Customize


SOCIALMEDIA

SOCIALINSIGHT

MOBILEAPPS

Mobile

SocialMedia

INTER-FACES BI

DATAQUALITYservices

Internal Management

WEBSITES

ESHOPGOOGLEBEHAVIO

R

Web Sites

ERPCRM

SHOPS Loyalty

Customer service

KIOSK

PhysicalStores

ContactCenters

Off-line EVENTS

MarketingInsightsPlatform

MIP

EMAIL

DM

SMS

MultiChannel

Push

FacebookADS

TwitterVouchers


Connect the dots !

Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken10 Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken


TMI syndrome


WISDOM

KNOWLEDGE

INFORMATION

DATA

Think as a marketeerIdentify Differentiate Monitor Interact Customize


ThinkAs

YourCustomer





Turnover200 € / jaar

Behavior 20 tickets 10 € / ticket

Total budget 250 € / year

Reageert sterk opemail en promoties

Turnover200 € / jaar



Reageert sterk op DMActief op social media

Turnover200 € / year



Koopt altijd online



Engagement &Net Promotor Score



Customer DNAIdentify Differentiate Monitor Interact Customize

B

aske

t

Transactional

Engagement

Omni ChannelDQ




KPI modelling

Revenue / visit

Revenue / item Items

Visits

Revenue / active customer

Retention

Households Penetration

Customers

Active Customer

Total Revenue Marketing Investment

ROMI

New Customers

Engagement Score

Net Promotor Score

Responsiveness

Channel Preference



Define clear objectivesIdentify Differentiate Monitor Interact Customize

Get Keep Grow Winback



Targeted Interaction


JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

SpringPromo

New YearPromo

Back toSchool

XmasUpsellcampaign

Cross-sellcampaign

Ad hoc campaignsIdentify Differentiate Monitor Interact Customize


In realitySingle shot actions

Organised in silos Focus on reach

Cost cutting optimization



Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken23

Customer Journey

Cust

omer

Eng

agem

ent

Time

GET KEEP GROW WINBACK

Key Desired BehaviorsAwareness

Trial / Welcome / First Experience

Repeat engagement / Content

Loyalty / VIPSocialParticipation

Re-EngageSatisfactionX-sell

Referrals


DefineCustomer Journey

Events


Kocht al een tijdjegeen boek meer

Klikte gisteren vooralop reisboeken

Is volgende week5 jaar klant

Is fan van dwarsliggers

Heeft net een boek besteld

Laatste DM kwamretour

Kocht net een boek

Is morgen jarig

Gaf een lageNPS waardering

Customer Journey EventsIdentify Differentiate Monitor Interact Customize


LIFEbased

PRODUCTbased

RELATIONSHIPbased

LOCATIONbased

TriggersIdentify Differentiate Monitor Interact Customize


JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

SpringPromo

New YearPromo

Back toSchool

XmasUpsellcampaign

Cross-sellcampaign

Life Cycle Based Programs

Product Cycle Based Programs

Relationship Based Programs

EVEN

T D

RIVE

N M

ARKE

TNG

PRO

GRA

MS

Trigger Based ProgramsIdentify Differentiate Monitor Interact Customize

Local Based Programs


EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

EVENT

Time

Communication is constantlytriggered based on individualbehavior of the customer !

TODAY

Real-time Trigger BasedIdentify Differentiate Monitor Interact Customize


Results

“Gemiddelde response van 10-11% met trigger based marketing, tegenover 2-3% met traditionele direct mail campagnes.”





Channel & Target Group PerformanceRO

I (cu

mul

ative

)




Customize the Experience




Use360°CustomerInsightsToCustomizeALL Touchpoints

MIP



Identify

Differentiate

Monitor

Interact

Customize

Get Keep Grow Winback

Cust

omer

Eng

agem

ent

Time

Key Desired BehaviorsAwareness

Trial / Welcome / First Experience

Repeat engagement / Content

Loyalty / VIPSocialParticipation

Re-EngageSatisfactionX-sell

Remember the tactics

Focus onCustomer Journey

DefineObjectives

Learnings


WEINSIGHTScreating customer value & engagement