Towards Digital Leadershipwith CRM

De Customer Journey start na de aankoop!

5 minuten geleden in Utrecht….

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Digital Leadership

Digital Excellence

Digital Basics

Our journey towards Digital Leadership

TOP 5 BRAND by 2020The world is becoming increasingly digitally interconnected, hence the importance of digital leadership. Effective social and digital marketing empowered with a strong CRM strategy and execution plays a very important role.

Terug naar de S5 campagne – “Tijd voor een GALAXY S5”

www.tijdvooreengalaxys5.nl

De Customer Journey start na de aankoop!

Product life cycle campaign Samsung GALAXY S5

2. Nieuwe functionaliteiten

x+ 2 d

3. Assistentie

x+ 5 d

4. Accessoires

x+ 10 d

5. Ben je tevreden?

x+ 20 d

Updates

x+ 23 mndof

1 jaar – 1 mnd

6. Vervanging

Nieuwe app’s

Nieuw OS

Updates overConnected Devices

1. Welkom

x = productregistratie datum

x y = einddatum contract

y

Na registratie:

Welkom

X + 2 dagen: Nieuwe functionaliteiten

X + 5 dagen: Assistentie

X + 10 dagen: Accessoires

X + 20 dagen: Ben je tevreden?

De S5 Customer Journey

X + 2 jaar: vervanging

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Samsung Benelux CRM Strategie

Touchpoints

My Samsung

Nieuwsbrief

SamsungDatabase

€

Customer life cycle

Product life cycle

Klantwaardemodel

Customer value

Allignement customer value with customer experience

Predictive modelling

1

2

3

Transaction data

Interaction data

Demographic data

Data

Analytic goals Analytic tools Goto market actions

T0 measureSegmentation based on customer value

Retention (churnmodel)Behaviour analysesGrowth / potential analysesPropensity modelling level 2

Customer profilingTotal customer value segmentationCustomer life time valuePropensity modelling level 1

Customer value measurementRFM analysisBasket analyses

Miscellaneous analyses techniques- logit- time series analyses- MDS- Ext. basketanalyses

Identification of drivers of customer experiences (customer research)Classification analyses (e.g. Factor/clustor analyses)

Differentiated approach to selected segments (channels, content)Predictive modelling optinal budget allocationMore effective use general communicationMeasurement of results

Buyer journey optimalisationCustomer migration path to more valued customer(Next) Best Action real timeChurn reductionMeasurement or results

Differentiated approach based on CV & CE on customers and potential customers(Next) Best Action to individual customersMeasurement or results

Behavioral data

“Bezint eer ge begint. Maar begin daarna wel direct!”