Implementing & Sustaining ROI Patti Phillips, Ph.D. [email protected].
Maximum ROI with customer management 2.0. Implementing a successful CRM system integration
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Transcript of Maximum ROI with customer management 2.0. Implementing a successful CRM system integration
Driving the Internet of Marketing and Digitalization
Maximum ROI with customer management 2.0
Implementing a successful CRM system integration
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
Interoperability
The end of customer service?!2025
SaaS Acronymous CRM
Cloud-based CRM!
Artificial Intelligence!& customer service!1980s
Digital Rolodexes Database Marketing
2000
CRM SYSTEMS: A BRIEF HISTORY
1995
20101995/99
Social CRM
2005
2007 2015
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
Age of customer
Age of distribution
Age of information
Customer eXperience is today’s business benchmark.
“Customer Experience is the last source of sustainaible differentiation and the new competitive battleground.” (T. Bova, Gartner) Is it the end of branding and marketing? No. A strong brand strategy must guide the CX. The Brand is the reason to choose, the company identity, its uniqueness. Marketing is the voice of the brand both in and outside of the organization. CX role is to implement the brand promise.
TRANSPARENCY IMMEDIACY CONTEXT ON DEMAND
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
THE MANTRA : “Build, measure and learn.”
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
THE BUSINESS MODEL IS DEEPLY INTEGRATED WITH USERS’ RELATIONSHIP MANAGEMENT.
THE CUSTOMERS’ RELATIONSHIP IS MAINLY PRODUCT CENTRIC.
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
DO WE REALLY NEED A CRM? We do have an advanced CMS!
Account record Social presence verification
Sales potential & prospects
Segmentation for marketing campaign
and automation
Integrated analytics &
tracking
Historical view Partnerships potential
Team collaboration
tool
CRM: BEYOND SALES
USERS MANAGEMENT0
2
4
6
8
10
12 PRIORITIES Build relationship with users
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
FRAGMENTATION: Each Region/country slightly different implementation
SILOED : Sales and CSR involved. Marketing not involved.
CENTRALIZED: Frequent escalation, slow reactivity
UNDER USED: Sales reps not perceiving the value
WRONG DATA: Data not updated, poorly collected
HEAVILY CUSTOMIZATION:
Each country/brand implemented different features (custom objects)
NOT HARMONIZED: KPIs:
Not possible standard KPIs due to different implementations
THE CHALLENGES, AT A FIRST GLANCE
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
1 CRM as key tool within a Integrated Digital Strategy!
2 Employee engagement: usability&perceived value!
3 Governance: from centralized to Hub&spoke!
4 CRM 2.0: from Company centric to Consumer centric approach!
FROM CRM1.0 TO CRM 2.0
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
Newcustomeracquisi9on.Up-selling/cross-selling
GROWTH
RecurrentOrdersPromosalesUp-selling/cross-selling
RETAIN
Loyaltyprograms(Repanet,Fivestaretc)
RETAIN Complainsandclaims
Customercare
SUPPORT
SUPPORT
Distribu9onPOD,endcustomer(powder)
DELIVER
eOrderingeCommerceeLearning
BUY & LEARN
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
EMPLOYEE ENGAGEMENT
Why should I spend my time on DATA INPUT
When I do know my customer
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
37% 43% 72%
THINK CRM IS NOT USEFUL
USE HALF OF CRM FEATURES
THINK CRM IS DIFFICULT TO USE since years?
9
3
1
4
12
10
15 16
6
5
11 8
Ease of Execution
“Must Haves”
“Low Hanging
Fruit”
“Lower Value and Harder to Implement”
“Quick Hits”
1. Mobile Application 2. Account and Territory Planning 3. Route Planning 4. Content Management and
Sales Enablement 5. Simplify Call Report process 6. Opportunity to Quote/Offer
solution 7. Collaboration through Chatter 8. Case with SLAs 9. Integration with MS Outlook 10. Sales reviews with
Dashboards 11. Customer Story Tool 12. Lead Mgmt and Scoring 13. Customer on-boarding 14. Simplify Pricing model 15. Simplify Credit and Debit
notes 16. Simplify Lab work requests
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
Bus
ines
s Va
lue
SALES REP. PAIN POINTS SOLUTIONS VALUE MAP
024681012
024681012 SIMPLICITY
TEAM COLLABORATION
MOBILITY
CONTENT MANAGEMENT
CAMPAIGN MNGT.
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
DIFFERENT STAGES, SIMILAR PRIORITIES
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
Continuous process of simplification
Rewarding system, advancement opportunities
Development Training based on personal strengths
2
1
3
STORYTELLING or COTENT MARKETING doesn’t mean telling stories.
Content shared must be true and autethic
WHO IMPLEMENTS DEVELOP&EXECUTE STRATEGIES
TEAMS WORKSHOPS
COMPLEXITY AWARE
VALIDATION/TESTING
USERS NEEDS FIRST
UX/UI CONSIDERED
STRATEGY PART OF LINE MANAGEMENT
SMALL RISK-TAKING
CREATE PURPOSE FLAT ORGANIZATION
REWARD&FUN
NO HIPPO DECISIONS
LEARN TO MEASURE
AGILE PROJECT MGT.
THEORETICAL LENGHTLY WATERFALL IMPLEMENTATION
LEARNING AT EXECUTION SEPARATION DESIGN/EXECUTION
SILOS ORGANIZATION
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
Top-down Strategy
Lean Strategy Execution
TOWARDS A LEAN STRATEGY
CRM 1.0 & CUSTOMER SUPPORT
POSITIVE: all claims on CRM Granularity. Sales-CSR-product teams involved
CHALLENGES: Traditional channels only Many steps to solve issues Frequent escalation Mktg team not involved Recognise CS critical role
customer Call center/ sales rep. Key user
Global Service desk
L2 Support team
Identify Issues
Raise Ticket
Assess Impact Resolve tickets Decide escalation
Assigns Ticket to L2 support team
Global Core Team
Impact assessment Prioritization Global Communications Release schedule
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
GOVERNANCE: MOVE TO HUB&SPOKE
DECENTRALIZED CENTRALIZED HUB and SPOKE
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
DIGITAL DARWINISM
To be competitive in the Digital Darwinism era is a MUST to change the HOW TO .
“”
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
DIGITAL DARWINISM
To be competitive in the Digital Darwinism era is a must to change the HOW TO
“”
MARKETING, CSR, IT AND SALES WORK TOGETHER. CRM integrated with Marketing automation tools, ERP,
brand websites, eCommerce and their analytics. London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
CRM integrated with Marketing automation tools, ERP,
brand websites, eCommerce and their analytics.
MARKETING, CSR, IT, SALES: TOGETHER
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella customer employee partner
ChannelOffline-inpersonmee8ng
Channelindirect-email,contactform,survey,NPS
Channel–callcentre,phonecalls,SMS
LEGACY SISTEMS
ERP DATA WAREHOUSE
PARTNERS SISTEMS
SALES MARKETING CS
CRM 1.0
TOWARDS A CRM 2.0
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
WHO WHAT WHEN HOW LONG SATISFACTION
CONTEXT
INTENT
GEOLOCATION
SOCIAL INFORMATION
SOCIAL SHARING
RANKING &REVIEWS
MOBILE
MICROMOMENTS
LISTENING
Digitalchannelsanddata:socialmedia.Ecommerce,mobile
ChannelOffline-inpersonmee8ng
Channelindirect-email,contactform,survey,NPS
Channel–callcentre,phonecalls,SMS
LEGACY SISTEMS
ERP DATA WAREHOUSE
APIs
partner
SALES MARKETING
customer
CS
CRM 2.0!
employee
FEEDBACK
communities London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
DON’T USE AUTOMATION FOR
PERSONALISED CUSTOMER
INTERACTIONS
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
“A customer experience is defined by the customer, for
the customer, at each touchpoint, each time.”
E. Kolsky
THE CONVERSATIONAL ECONOMY
Messaging applications Voice-controlled computing Bots and services within apps
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
46%
40%
33%
31%
31%
27%
21%
Sites don’t provide details like address and open hours
Can’t get immediate answers to simple questions
Poor quality contact facilities
Confusing website navigation
Finding services takes too long
Questions not answered in hours
Not accessible via mobile
46% 40%
33%
26%
24%
24% 19%
Quick emergency answers
Forwarding to appropriate human
Buy basic items
Complaint resolution
Mailing List
Booking
Pay bills
Preditced uses for Chat bots
Econsultancy 2016
FRUSTRATIONS WITH ONLINE SERVICES
Used 115.000 times in the first month +40% questions overnight
+250% YoY
avg. 5 questions/ minute
Peak days: 13 questions/ minute
1 questions every 5 seconds
CUSTOMER CARE&CHAT BOTS
Launched July 2015
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
BOOKING CHECK IN BOARDING PASS
London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella
MayMarch
April June
BUILD: Released BOT framework
F8: Opened up Messenger platform
I/O announced Allo messenger and voice-enabled home speaker
Alexa accessible via brower
Prize for Bot developers WWDC: opened up
iMessage to 3d party and announced Siri SDK
By 2020 the customer will manage 85% of its relationship with an enterprise without interacting with a human. Gartner
“”
April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @[email protected]!@luisella linkedin.com/in/luisellagiani
Luisella Giani!