Outbound/Inbound altogether : use cases and return of experience
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11 th June 2013 Outbound/Inbound altogether Use case & return of experiences Thomas Durand CRM manager [email protected] Telephone: +33 6 60 91 62 06 Jean-Michel Franco Innovation & Solutions Director [email protected] Telephone: +33 6 67 70 01 32 Twitter: @jmichel_franco
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Now that customers/consumers are always connected through online media such as the web, Mobile applications or social network, they aspire for the same level of personalisation that they get from your outbound campaigns, now real time. Backed up by returns of experience based on Neolane Interactions, together with social media use cases to personalise on line interactions and get a wider knowledge of customer profiles, this presentation highlights the benefits and the success factors of an integrated inbound and outbound marketing approach.
Transcript of Outbound/Inbound altogether : use cases and return of experience
11th June 2013
Outbound/Inbound altogether Use case & return of experiences
Thomas Durand CRM manager
Telephone: +33 6 60 91 62 06
Jean-Michel Franco Innovation & Solutions Director
Telephone: +33 6 67 70 01 32
Twitter: @jmichel_franco
2
Business & Decision is a global Consulting & Systems Integrator
2012: 221.9 M€
2
2 500 Employees 16 Countries Multi-Specialist
BI
PM
EIM CRM
E-bus
Expertise recognized by thought leaders, software vendors and industry analysts
• Business Intelligence & EPM “European Marketscope for BI Services”. Gartner
• Customer Relationship Mgt & MDM “CRM Wordwide Magic Quadrant”. Gartner
• E-Business “Interactive Design Agency Overview, Europe, 2013 ”. Forrester
From CRM to the front office transformation, at the crossroads of Business & Decision assets
+ Strategic partnership since 2005
Across Neolane
solutions
Beyond Neolane
solutions All along the project
life cycle
Consulting
Implemen-tation
Training, Change Mgmt
Managed Services
Upgrades & Hosting
Continuous improvement
•Qlikview… Analytics
• Informatica… Customer data
integration
•Gigya… Online
channels
Cross channel
campaigns
Lead Mgmt
Marketing Resource
Mgmt
Inbound marketing
50+ customers, 90+ consultants
60 Project delivered in 7 countries (US, FR, UK, SP, SW, Benelux, TU)
Agenda
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2
3
Real time Customer eXperience Management: why now?
Return of experience with Neolane Interaction
Use case: using Social Sign-on to identify & personalise inbound
interaction and integrate with outbound.
« Our customers are autonomous and they have already digitalised their
buying journeys and our stores. And we are running behind» Olivier Godart - But
Real time Customer eXperience Mgmt: The customer point of view
Custo-mers
Always-on,
multi-connected
Overloaded
Complex
and non sequentials
journeys
Multi-facets
Real time Customer eXperience Mgmt: The enterprise point of view
• Lower cost per lead versus outbound (61%)
• Higher transformation rates
Inbound investments increasing
• 80% of entreprises aspire to better leverage « real time » data in their marketing campaigns
Time to leverage data assets, just in time
• 22% are already personalising web experiences…
• 59% plan do so in the next 12 months
1-1 marketing, finally maturing
• 85% of enterprise have achieved ROI, including 54% in a small timeframe (counted in month)
Concrete results, measurables ROIs
Sources : hubspot, Infogroup Targeting Solutions and Yesmail, Neolane
Inbound/outbound altogether
From a siloed approach To a federated approach
Customer
Data Hub
Product and offer
data hub
Eligibility rules &
Recommendation
engine
Digital marke-
ting
Adve-tising
Social
Mobile
Web
CRM
Sales
E-com-merce
Marke-ting
Ser-vice
Web site
Mobile
applications
Social
Media
Contact
center
Content
marketing
Clienteling
E-mails
Events
Direct
Telemar-
keting
…
Ads &
banners
Agenda
1
2
3
Real time customer experience management: why now?
Return of experience with Neolane Interaction
Use case: using Social Sign-on to identify & personalise inbound
interaction and integrate with outbound.
Recommandation
statistics
Data
Channel & Call
Context
Weights &
scoring
Rules
Eligibility
Rules Offer & Contents
Catalog
Channels
Neolane Interaction: Recommandation Engine
Call
Best Offer
Customer
behaviour
360°
Customer
Other data
Web
analytics,
…
Presentation
& results
Results
Key points Project challenges
► Fast deployment : 3 to 6 months (depending on offer catalog maturity)
► Business: Multi-channel
Ready for the future: recommendations on mobile app channel or social channels
Link with campaign management
► IT : Very good real-time performance
Easy Administration
► Offer / Recommendation catalog definition
► Recommendation objectives definition
► Data gathering
► Organisation / Change management
Neolane Interaction: key points and challenges
Neolane Interaction: Benefits
Financial Benefits
Click Rate increase
Transformation rate increase
ROI within 18 to 24 months
Users & Business Benefits
• Better Marketing offers management
• Better Customer view
• Mutli-channel recommendations
• Shared offers, history and statistics
with campaign management
• Ready for the future: mobile / social
Customer Benefits
Better service
Better content
Multi-channel experience
Better interaction with brand
IT Benefits
Low footprint on existing systems
Technical Performance
Scalability
Easy Administration
Agenda
1
2
3
Real time customer experience management: why now?
Return of experience with Neolane Interaction
Use case: using Social Sign-on to identify & personalise inbound
interaction and integrate with outbound.
What if customer identity was a cornerstone of your digital marketing activity?
Integrating Identity management and social sign–on across online channels bring a unique opportunity to bridge your Digital marketing and CRM Activities
Know your customer
Get social profiles … with clear and transparent privacy policy
Extend the Customer 360° view
Reach out to your customers
Connect to your customers not anonymous contacts
Attract your customer
Develop earned medias (likes, shares, recommendations…)
Develop your customers
Digitalise your loyalty and cross sell/upsell programs
How does it work ?
Connect &
manage opt-ins
Get access to the
Social profile data
Extend the 360° view
Personalise
on-line sessions
Engage
The customer
From inbound to outbound: leveraging social profile for Email Marketing (source Gigya)
Profile Information
Name: Kevin W
Email: [email protected]
Gender: Male
Birthday: 08/18/83
Location: New York, NY
Education: Stanford Graduate
Marital Status: Engaged
Interest Graph
Interests: marathons, surf trips, web design, music festivals, NY sports, World Cup
Activities: running, surfing, soccer, camping, kayaking
Music: Run DMC, Black Eyed Peas, Foo Fighters, U2, Kanye West
Movies: Inception, The Shining, Jaws, Caddyshack, Seven
TV Shows: Parks and Recreation, The League, The Soup, The Colbert Report
Books: Steve Jobs, Hunger Games, Outliers
Games: Farmville, Medal of Honor, Assassins Creed, Madden, Angry Birds, Gears of War
Social Graph
# of Friends: 222
# of Followers: 4,256
# of Connections: 500+
Announcing our partnership with Gigya and Neolane
Social Infrastructure Customer eXperience
Mmgt Solutions
Holistic Marketing
platform
Design customer journey
Socialize the web
site
Create/ extend the customer 360° view
Design the marketing
automation solution
+ +
