The power of digital CRM
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www.customercentria.com
customer centriaThe Customer Engagement & Experience CompanyThe power of digital CRM
28 January 2011
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The consumer awakeningTechnology Enabled !
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The Ever Evolving Consumer
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The And the complexity of staying relevant
Changing Consumerpreference
More channel options
More device choices
More content formats
More online networks
Changing technology
landscape
Sustained and accelerated
changes ahead..
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customer centriaTechnology InteractiveAnalytics
Today we do BI & Customer Analytics
We have Databases of Transactions
We have Databases of Interactions clicks, visits,
views, registrations.
Knowing that theyre talking to us..amongst us
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..but Is there a need to shift perspectives?
from Customer Data
..to that ofHuman Expressions,Intentions and Desires
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Dialogue
WELCOME TO THE WORLD OF
INTERACTIVE MARKETING
Experience
Interact
Engage
Listen
DELIGHT
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How technology enablestransformational customer experiences
A quick look at
Customer Engagement at work
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Her auto manufacturer has the perfectopportunity to delight Anna
Meet Anna
She is looking to upgradeher car
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CreatingValue
Right Customer
Right TimeRight OfferRight ChannelRight Dialogue
Enabling Customer Centricity,Engagement & Experience for Anna
Do we knowAnna well
enough?
ANALYSE
Where, How,When does
Anna preferto be reached
EXECUTE
What makesinteractionwith Anna
mostdelightful
ENGAGE
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Customer Analytics to analyze
CampaignManagement to execute
Digital Dialogueto engage
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Anna accepts an invitation to amembers only car lounge
Where an auto advisor whoknows all about Anna welcomes her
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Anna, via her avatar, enters the car lounge
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Anna meets Auto Advisor,
He makes relevant recommendations and allows her to customise herown car
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Anna is delighted !She makes a down payment
She now gets an offer from
her insurance company on her mobile
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Web Data
TransactionData
CustomerData
Mail
Email
CallCenter
Web
Sales,BranchOffice
ODBC
SOAP/XML
JAVA
APIs
Windows / Unix / Linux Oracle / DB2 / MSSQL
WebSphere / WebLogic
Plans &Budgets
People &Processes
Data &Assets
Measurement &Performance
Integrated Marketing Operations
CustomerAwareness
CustomerAnalytics
PredictiveAnalytics
EventDetection
WebAnalytics
CentralizedDecisioning
Segmentation
Offer
Management
Real-TimeTargeting
InteractionHistory
ContactOptimization
Cross-ChannelExecution
OutboundFulfillment
InboundIntegration
LeadManagement
DistributedMarketing
Redefine the concept of flagshipDelight at every Touchpoint
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Add to it the explosion that internet retailis experiencing globally
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Key Retail Marketing Trends
Leading retailers are focusing on cross-channel experience
By 2012, one-third of in-store sales or $1 trillion will be influenced bythe web
Two-thirds of online shoppers engage in some form of cross-channel
shopping behavior
Only 13% of retail web owners consider driving store sales a top priority.
Email is the most popular marketing tactic followed by paid search
Search drives acquisition with SEM and organic search delivering more than
half of new customers
Email drives relationship marketing 93% of retailers said email was more
important in 2008 (gaining in importance every year)
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Key Retail Marketing Trends
Lots of interest in mobile and social media but still limited action
Mobile technology is one of the top marketing technologies (#2) that marketerssay they plan to use (site optimization is #1)
Marketers are more bullish that the effectiveness of mobile marketing will
increase compared to most other channels (except social media and and SEM)
Lots of early stage participation in social media but efforts remain largely siloed
Field marketing is gaining in popularity
Campaigns executed by store managers
In-store events
Investment in planning applications to support production management processes
Facilitate time to market
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The time has come to re-imagine thefuture of retailing
BUY ANYTHING, ANYTIMEANYWHERE
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Mobile Technologies are changingparadigms in digital retail
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If you like that, try this
Behavioural driven recommendations
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Social Media is a new dimension onretail experience
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With so many consumers saying, doing andlistening to so many things.
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So lets Listen..
A world of Intelligence from within and outside
Today: Pull Web intelligence
Traditional Web channels Emerging Web channels
Offline data
Web analytics
platform
Search
Display
advertising
Site
Email
Trageting
CampaignsCustomer
data
Social Applications
Moblie Video
Widgets
Web intelligence
CRM
Enterprise
data
warehouse
Customer
database
A/B
testing
Multivariate
testing
Behavioral
targeting
Tomorrow: Push Web intelligence
Multichannel marketing Marketing laboratory
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Building Digital
Experiences
http://www.gojiyo.com/ -
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A customer engagement platform that combines online
gaming, virtual reality and social networking
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to create a unique, integrated experience.
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customer centriaTechnology InteractiveAnalytics
Not just a brand interaction platform but has created theconcept ofvirtual customer experience
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An end to end customer engagement solution
End to End Customer Engagement touchpoints
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Grounded
in Reality
Lives for
themoment
Free Spirit
Flights of
Fancy
Techno
Geek
THE NOWGEN
EXPLORER TREKKIE PASTMASTER
ADVENTU-RER
Community Driven SegmentationMarketing Strategy for the 3,50,000 + Avatars
SPIRITUAL-IST
History
Buff
Enamoured
with the past
Thrives on
living on the
edge
Transcendent
Rebirth
Urban
Fashion
http://images.google.co.in/imgres?imgurl=http://www.dietsinreview.com/diet_column/wp-content/uploads/2008/09/yogaweightloss.jpg&imgrefurl=http://www.dietsinreview.com/diet_column/09/how-yoga-can-help-you-lose-weight/&usg=__GRq2C2CBuIkcr-4asxe_gq2Kvec=&h=613&w=460&sz=43&hl=en&start=23&um=1&itbs=1&tbnid=e5-BsAjdZiyV3M:&tbnh=136&tbnw=102&prev=/images?q=yoga&ndsp=18&hl=en&rlz=1T4GZEZ_en-GBIN285IN287&sa=N&start=18&um=1http://images.google.co.in/imgres?imgurl=http://www.product-reviews.net/wp-content/userimages/2007/08/spartan300costume-2.jpg&imgrefurl=http://www.product-reviews.net/2007/08/11/300-movie-halloween-costumes-rule-all-expect-spartans-at-your-doorstep/&usg=__4LVv9eH4Kd4bivWFk8bXfDorORI=&h=600&w=289&sz=37&hl=en&start=14&um=1&itbs=1&tbnid=w7hlXY5V7u7HXM:&tbnh=135&tbnw=65&prev=/images?q=spartan&hl=en&rlz=1T4GZEZ_en-GBIN285IN287&sa=G&um=1http://images.google.co.in/imgres?imgurl=http://4.bp.blogspot.com/_AW8PsZE-L78/Sgi9zCBlxnI/AAAAAAAADjw/HPhwhyYRRZg/s400/Trekkie.jpg&imgrefurl=http://atomicgadfly.blogspot.com/2009_05_01_archive.html&usg=__aw4dXko8aMnC9SFGiu59RsRWJdU=&h=158&w=173&sz=7&hl=en&start=8&um=1&itbs=1&tbnid=IWN0nn9T68XAaM:&tbnh=91&tbnw=100&prev=/images?q=trekkie&hl=en&rlz=1T4GZEZ_en-GBIN285IN287&sa=N&um=1http://images.google.co.in/imgres?imgurl=http://forte.fh-hagenberg.at/Project-Homepages/Blindenhund/conferences/granada/papers/VANDENBREEDE/VandenBreede-latestpapers_files/Trekker.jpg&imgrefurl=http://forte.fh-hagenberg.at/Project-Homepages/Blindenhund/conferences/granada/papers/VANDENBREEDE/VandenBreede-latestpapers.htm&usg=__2lM8pacMzc2Lpacs22aJNKRYyCI=&h=2300&w=1791&sz=178&hl=en&start=7&um=1&itbs=1&tbnid=OIAldT8tVIx3VM:&tbnh=150&tbnw=117&prev=/images?q=trekker&hl=en&rlz=1T4GZEZ_en-GBIN285IN287&sa=G&um=1http://images.google.co.in/imgres?imgurl=http://1.bp.blogspot.com/_rKGCMte5Dh8/StpfmJDQxxI/AAAAAAAAAOM/zgDvPq3GP9Q/s320/yuppy.jpg&imgrefurl=http://hanselstrikes.blogspot.com/&usg=__KaC___olNJ2Go74FJeSUkSdsewY=&h=320&w=320&sz=11&hl=en&start=15&um=1&itbs=1&tbnid=9l7lpv2MZIOL9M:&tbnh=118&tbnw=118&prev=/images?q=yuppy+male&hl=en&rlz=1T4GZEZ_en-GBIN285IN287&sa=G&um=1 -
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Mapping in-world behaviourConsumer segments
I
d
e
o
l
o
g
y
M
a
n
i
f
e
s
t
a
t
i
on
s
Now
Generation
Explorer
Trekkie
Past
master
Adventurer
Spiritualist
Sports
Dancing
Fashion
Diving
Asteroid
Hopping
Moon
Fashion
Sports
Cricket
Cricket
Archery
IceSculptors
Forever
Young
TreasureHunt
Historical
fashion
Crater
Mapping
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Analytics Driven, Community CreationDynamic Friend Matching Engine
The system identifies similar
users & polar users.
With additional points formaking friends with polar users& users beyond two degrees ofseparation.
Dynamic scoring engine defined forfriends recommendation
Explore
r (L3)Dependingon numberof eastereggs found
Fashionista(L3)
Depending onlevel of avatarcustomization
Socializer (L1)
Dependingon the
number offriends
AOK (L2)
Depends on timespent in-world.Always on
Keyboard (asagainst AFK)
Tamer(L4)
Depending onnumber of petstamed andtime spentwith pets
Gamer(L2)
Depending onnumber ofquestscompleted
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Transcending the Real into the VirtualVirtual Goods
Virtual currency which can get you .
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Over a million avatar combinations to choose from
A New look
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100 + activities, across 5 regions
A NEW LOOK !
C i D i I i h B d
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)
Community Driven, Insight BasedInteractive Marketing
Promoting VirtualAnd Real Incentives
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Gojiyo Database User AnalyticsDatabase
Periodic Delta Transfer
Gojiyo Weblogs
Unica
Campaign &eMessage
Campaign Definition
Email toUser
Analytical data
Model Output
CommunicationMessage to
User
UnicaNetInsight
Parse andAnalyse
Web design & layoutinputs
User behaviour
attribute on Gojiyo
Analytic
Engine
Customer Segmentationbasis in-world behavior.
Automated marketingProgram.
Multi-channel marketingProgram .
Enabling Engagement & Experience
Case Study : ebay
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Case Study : ebayBusiness Objectives
To build more complex campaigns with rich
segmentation, maintain recurring campaigns
Multi-channel campaigns with response and
conversion reporting
Campaign and offer optimization, need for a
marketing foundation to support CRM goals
Results
Empowered marketers and freed up IT resources
Reduced time for new campaign launch
New centralized infrastructure allows for reuse of
campaigns across user segments and countries
B
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#2
#6
#3#4
#1
#5
eBayComplete your Collection Campaign
B
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44
Complete Your Collection proved to be an outstandingcampaign for driving buyer response and activity
113% lift in Open Rates
285% lift in Response rates
274% lift in Click through rates
Email generated $4M in Gross Merchandise Bought
eBayComplete your Collection Campaign Results
P li ti d
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45
Personalized emails were labor intensive
Marketing focused on creating catalog qualityemails rather than 1-to-1 messaging
Personalization andDynamic Content E-mail
P li ti d
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46 46
Implemented a multi-variant Test and Learnmethodology
Gender, Pricing Data, Category Recommendation,Last Viewed Items,Feedback Score
Retagged marketing creatives and started toleverage our Content Mgmt system
Leveraging Unica Campaign for segmentationand personalization rules
Results
50% increase in Open Rate
>100% improvement in Click Through
Doubled Gross Merchandise Volume (GMV) peremail sent
Personalization andDynamic Content E-mail
After
Community Driven Segmentation
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Community Driven SegmentationDriving Engagement
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Strong Portfolio of Retail CustomersMore than 150 and Growing
48
http://www.radioshack.com/home/index.jsphttp://www.deluxe.com/http://upload.wikimedia.org/wikipedia/en/7/7d/HastingsLogo.PNGhttp://upload.wikimedia.org/wikipedia/en/a/a4/Loehmanns_logo.pnghttp://www.burberry.com/burberry/default_View.asp?sPage=hom&sFlash=true&sBrowser=IEhttp://www.rei.com/index.jsp -
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We understand
the customer
and design and deliver
Customer Experiences
Proud to partner with
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Thank You