Why CRM is the new ERP

CUSTOMER ENGAGEMENT MASTERCLASS

Why CRM is the New ERP:Using Customer-Centric BI to Improve Operational

Decisions

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Welcome Webinar AttendeesWelcome Webinar Attendees

PanelistsPanelists

ModeratorAndrew GaffneyEditorRetail TouchPoints

SpeakerDanya RiellyBusiness Analyst Raymark

SpeakerScott PearsonCEORetaligent, a Raymark company

SpeakerWill RocheSenior Vice PresidentRaymark

AgendaAgenda

•The evolution of retail

•What IS customer-centric retailing?

•Why CRM, not ERP, should be at the core of your enterprise

•Value of obtaining a 360° view of the customer

•Best practices for implementing clienteling into a customer-

centric approach

•Benefits of incorporating customer metrics into all areas of the

retail organization

Forrester: Competitive Strategy In The Age Of The Customer by Josh Bernoff

Retail in the 20th CenturyRetail in the 20th Century

The Age of ManufacturingThe Age of Manufacturing


The Age of DistributionThe Age of Distribution


The Age of InformationThe Age of Information


The Age of the CustomerThe Age of the Customer


Shopping AroundShopping Around

The Power of ReviewsThe Power of Reviews

of consumers say that their purchase decisions have been directly influenced by reviews.

Deloitte Consumer Products Division

82%

The Customer is in ControlThe Customer is in Control

”“Cultivating Learning RelationshipsCultivating Learning Relationships

The more the customer teaches the company, the better it can provide exactly what he wants.

The Experience Economy, B. Joseph Pine II, James H. Gilmore

What’s the Difference?What’s the Difference?

PEOPLE

PROCESSES

TECHNOLOGY

Product-focused Customer-centricSales Pitch

Siloed Organizational Structure

Mass Marketing

Abstract Metrics

Push

Top-down Design

Rigid

“One Size Fits All”

ERP-centered Architecture

Clienteling

Collaboration

Personal Communications

Precise Metrics

Pull

Bottom-up Design

Flexible

Custom

CRM and BI-centered Architecture

Persuasive vs. PersonalPersuasive vs. Personal

Even in a negative economy, customer experience is a high priority for consumers, with

60% often or always paying more for a better experience.

Source: Harris Interactive, Customer Experience Impact Report

Customer-centric CollaborationCustomer-centric Collaboration

Product-Focused Customer-centric

The End of Mass MarketingThe End of Mass Marketing

63% of consumers have or are considering abandoning a brand altogether because of irrelevant e-mail and junk mail.

CMO Council Study, 2009

You Can’t Manage What You Can’t MeasureYou Can’t Manage What You Can’t Measure

The StretchThe Stretch

Stay flexible and adaptable to customer demands

What’s the Difference?What’s the Difference?

PEOPLE

PROCESSES

TECHNOLOGY

Product-focused Customer-centricSales Pitch

Siloed Organizational Structure

Mass Marketing

Abstract Metrics

Push

Top-down Design

Rigid

“One Size Fits All”

ERP-centered Architecture

Clienteling

Collaboration

Personal Communications

Precise Metrics

Pull

Bottom-up Design

Flexible

Custom

CRM and BI-centered Architecture

Merchandising

Customer Engagement

Operations

POS; Mobile POS

E-commerce

Workforce Management

Service Management

B2B Sales

Marketing

Clienteling

Digital Signage

Consumer Mobile: SMS, Apps

Social Media: Facebook, Twitter, Other (Pinterest, Blogs, Forums, Google +, Foursquare,

Flickr)

Loyalty

Planning

Assortment Planning

Replenishment

Space Planning

CRM

BI

BI

BI

The Customer-centric Retail EcosystemThe Customer-centric Retail Ecosystem

Operations

POS; Mobile POS

E-commerce

Workforce Management

Service Management

B2B Sales

CRM

BI


Personalized Product RecommendationsPersonalized Product Recommendations

Jane, You’ll just love this bracelet! It matches the earrings you recently purchased.

$89

“The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.”

Peter Drucker

You Can’t Resist!You Can’t Resist!

Merchandising

Planning

Assortment Planning

Replenishment

Space Planning

CRM

BI


PersonalizationPersonalization

#1 Merchandising ChallengesMerchandising Challenges

The number one business challenge facing retailers today is underperforming inventory, followed closely by out of stocks. RSR Research 2011 Merchandising Study

Customer Engagement

Marketing

Clienteling

Digital Signage

Consumer Mobile: SMS, Apps

Social Media: Facebook, Twitter, Other (Pinterest, Blogs, Forums, Google +, Foursquare,

Flickr)

Loyalty

CRM

BI


Outreach Tasks

At a Glance Performance

Appointments

Day Planner

Before the SaleBefore the Sale

Client ProfileWish ListPurchase History

During the SaleDuring the Sale

Preferences

Availability

Up-sell/Cross-sell

EcommerceVirtual Closet

Social Networking

Store Events

Offers/Promotions

Client Profile

After the SaleAfter the Sale

Closing the LoopClosing the Loop

CRM

Survey Feedback

Campaign Results Offer Reactions

Wish List ItemsClienteling Data

Social Media Buzz

Cust

omer

KPI

sSa

les

Figu

res

Chargeback RateTop revenue-generating customersTop customer ambassadors (social

media mentions, reach)Discount vs. full-price tendencies

Returns: rate, products, frequency, reason codeMean basket

FrequencyLifetime value

Loyalty program participation: membership, balance, redemptions

SeasonalityRecencyLatencyAttrition

Average transaction valueProducts purchased: category, vendor,

color, size, price…Source

Payment typeAcquisition channel/POBPreferred channel/POB

Propensity to buyCustomer Acquisition Cost (CAC) Ratio

Average serving timeAverage order size

Coupon conversion percentageCustomer store share

Brand affinityDemographics: Age, gender, retailer-

specific preferences, etc..Preferences

Wish list/registry activityProducts sampled

Product adjacencies / cross-shoppingCustomer gross margin / profitability

Order defect ratePre-Fulfillment cancellation rate

Cart abandonment ratePageviews

Duration of visitVisit to buy ratio

Surveys, ratings and reviewsShopping time of day, day of weekPreferred salesperson (clienteling)

Call frequencyCall category

Issue resolution rateOptimal communication channel

Campaign responseInteraction with consumer-facing

applications: kiosks, mobile apps, social media – time spent, activity, pageviews

Outreach salesE-mail opens, bounces, clicks, forwards,

unsubscribesOpt-in/out channels and

communication preferencesSocial media presence: reach/Klout,

likes, mentions, Frequency

Customer Metrics Customer Metrics

What to Look ForWhat to Look For

INTEGRATED

SCALABLE

RETAIL

FLEXIBLE

EASY TO LEARN & USE

Garbage In, Garbage OutGarbage In, Garbage Out

COLLECTION

MANIPULATION

STORAGE

USAGE

QUALITY

CONSISTENCY

To-do’s….To-do’s….

1. Assess your current state2. Determine your vision, goals and objectives3. Make your plan4. System selection, technology change5. Cultural change, organizational alignment,

responsibilities and rewards6. Implementation, execution7. Measure, refine

CUSTOMER ENGAGEMENT MASTERCLASS

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Q&AQ&A

• Download this presentation at RetailTouchPoints.com:– http://rtou.ch/customer-engagement

• Contact Today’s Speakers: – Danya Rielly, Business Analyst, Raymark

•[email protected]– Scott Pearson, CEO, Retaligent, a Raymark Company

• [email protected]

– Will Roche, Senior Vice President, Raymark• [email protected]

Thank You for AttendingThank You for Attending

http://rtou.ch/customer-engagement

mailto:[email protected]




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Why CRM is the new ERP

Technology

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