CMO Event - Infor, Evolving the Customer Experience in an Always-on Marketing World
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Transcript of CMO Event - Infor, Evolving the Customer Experience in an Always-on Marketing World
1Copyright © 2012. Infor. All Rights Reserved. www.infor.com
Copyright © 2012. Infor. All Rights Reserved. www.infor.com
1
Beautiful business software for yourbusiness processes
Evolving the Customer Experience in an Always-on Marketing World
“Insight of the challenges in the marketing world as always-on platforms are being implemented. Recognising the importance to the customer experience of marketing strategy and the ability to engage customers in real-time.”
- David Richmond- Raj Gupta
2Copyright © 2012. Infor. All Rights Reserved. www.infor.com
Reminder…
Always-on Marketing in an Always-on World
3Copyright © 2012. Infor. All Rights Reserved. www.infor.com
From 30sec TVCs to 140 Characters ALWAYS ON
1950’S… …1980’S …1990’S 2014
CRM
ABOVE------------BELOW
MAD MEN
An ever-increasing emphasis on knowing customers; reliance on
data & technology.
4Copyright © 2012. Infor. All Rights Reserved. www.infor.com
The “Always-on” Principles
“Always-on” Customers
CustomerEngagemen
t
Role ofTechnology
5Copyright © 2012. Infor. All Rights Reserved. www.infor.com
Media Consumption
Share (%)
Number of Smartphones,
Tablets and PC’s Globally
Average Monthly Hours Spent on the Internet by Device
The “Always-on” Customer
Time vs Ad Spendon Various
Types of Media
“The remote control - it’s not just for TV anymore. Customers finally have the remote control, they know how to use it - and they’re not afraid to use it.” Seth Godin
6Copyright © 2012. Infor. All Rights Reserved. www.infor.com
Customer Engagement is NOT Customer Experience…
Customer Experience
Engagement
Mood / Emotion
Creative
Employee skills /
empowerment
Effective Customer Engagement
Personalized Relevant and Valuable
Omni-Channel
Consistency
DIY but Supported
7Copyright © 2012. Infor. All Rights Reserved. www.infor.com
Customer Engagement
Content
SocialMobile
The Role of TechnologyCustomer Engagement is largely a technology (data and machines) domain.
8Copyright © 2012. Infor. All Rights Reserved. www.infor.com
Evolving…
Always-on Marketing in an Always-on World
Customer Engagement is not just about Marketing…but its more about Marketing than you think!
9Copyright © 2012. Infor. All Rights Reserved. www.infor.com
Yesterday’s 'Always-on’ Platform…
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Today’s ‘Always-on’ Focus…
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Customer experiences are only 20% system based. The other 80% requires a well thought out strategy.
CompanyGoals
CustomerExperience
Strategy & Planning80%
System20%
12Copyright © 2012. Infor. All Rights Reserved. www.infor.com
…is about capturing and harnessing people data in real-time to power smarter, more relevant experiences.
Real-Time Decisioning is leading the way, seamlessly bringing together online and offline worlds:
Marketing in the New World Order…
- In-Memory Customer Profiling- Real-Time Context Tracking- Business Constraint Modelling- Self-Learning, Predictive Analytics- Encompassing Business Interests
whilst Optimising the Customer Experience
- Taking ‘True’ Control of your Customer Strategy
- Enriching the Business with Insight through What-if Analysis
13Copyright © 2012. Infor. All Rights Reserved. www.infor.com
Copyright © 2012. Infor. All Rights Reserved. www.infor.com
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Beautiful business software for yourbusiness processes
Evolving the Customer Experience in an Always-on Marketing World
Questions?Customer & Marketing Management Group- David Richmond- Raj Gupta