personalizing customer engagements through smarter analytics and omni-channel driven marketing in...
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Intelligent Customer Engagement™ Suite
Personalising Customer Engagements through Smarter
Analytics and Omni-ChannelDriven Marketing in Asia
Presenter Name: Anant Choubey and Aurelia LeopoldDate: 20th June, 2014
Right Channel, Right Message. Right Now
SingleCustomer
View
IntelligentData
Capture
IntelligentCustomer
View
IntelligentCampaigns
Let’s quickly recap - Foundations of ICE
20 June, 2014
IntelligentCustomer
Engagement
2
Intelligent Data Capture
• InStore
• InTouch
• Social Connect
Single Customer
View
• Conquest
RDBMS
• Conquest
Query
Intelligent Customer
View
• Customer
Intelligence
• Life Cycle
Marketer
Intelligent Campaigns
• InStore
• InTouch
Foundation contents
POS Integration
Intelligent Data Capture
20 June, 2014
Social Media
Paper Based
SMS
£ $Map Transactions
to Individuals
RewardSchemes
Clienteling
Record Matching
Single Customer View
20 June, 2014
Multiple Data Types, Sources & Formats
CustomerRecords
Sales/POS History
ProductMaster
CampaignHistory
Other data that mighthelp identify & predict
customer behaviour
Transfer
Hosting
Mapping Health Check
Cleansing
Consolidation
Meta-dataReportingSecurity
Integrated single view of allfiles in one optimised data model
De-duplicationManagement
Intelligent Customer View - Analysis
20 June, 2014
Lapsation
Cluster Lifecycle
Campaign PerformanceCustomer
Lifecycle & Loyalty
Channel Performance & Basket Analysis
RFM & DashboardsLatencyDrop Rate
Product Life Cycle
Segmentation
Repeat Purchase Profile,
Cross Selling
Intelligent Campaigns
20 June, 2014
ROI Projections
Predicted and ForecastedConversion Rates
Frequency Campaigns
Email, SMS& Direct Mail Social Media
Real-timeClientelling Offers
Data CaptureResults Integration
PrioritisationRecommendations
Real-time Offers at POS
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Customer Buying Journey
Inspire• Photos• Recommend
ations• Sales
Focus• Search &
browses• Reviews• Availability
Locate• Store
locations• Hours• In stock
Obtain• Locate store• Find sizes• Variations
Evaluate• Price
comparison• Reviews
• Detailed information
Act• Save• Buy• Abandon• Share
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Decision Influencers
Information from the brand(adverts, sales people, promotions, events)
Get information by themselves(friends, family, reviews)
Before
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Decision Influencers
Information from the brand(adverts, sales people, promotions, events)
Get information by themselves(friends, family, reviews)
Today
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410
Customer Buying JourneyTake another look
Inspire
• Photos
• Recommendations
• Sales
Focus
• Search & browses
• Reviews
• Availability
Locate
• Store locations
• Hours
• In stock
Obtain
• Locate store
• Find sizes
• Variations
Evaluate
• Price comparison
• Reviews
• Detailed information
Act
• Save
• Buy
• Abandon
• Share
As consumers increasingly prize the opinions of friends and family, it is
important to monitor and understand the pulse of various channels like social media, digital communities
and mobile footprint
Let’s go to where It all starts
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Private and Confidential 6/20/2014
•Intelligent data capture•Single customer view•Intelligent analytics•Intelligent campaigns
•Personalized customer experiences•Increased loyalty•Additional sales•Increased engagement•Higher customer satisfaction
What bridges the gap?
An Omni-channel Customer Company
Intelligent Customer Engagement
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Three pillars of Omnichannel marketing
Mobile Social Online
Get them right to get your right customers
Store
Mobile
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1
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• Smartphone users to grow by 25% in 2014 (as compared to 2013)
• 57% of users wont recommend companies with poor mobile site
• SMS coupons are redeemed 8 times more than emailed offers
• 59% people find mobile search ads useful
Why Mobile – What Asian statistics speak
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Let’s take an example: How mobile intelligence facilitates real time personalization
By following a 3-tier algorithms, you can find the right customer to target with the right promotions at the right time and place so that your costs are minimized and your customers’ delight are maximized!
RELEVANCE RATING
POPULARITY RATING
MAPPING THE RIGHT LOCATION AND TIME
Social Media
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2
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• Over 52.2% of the world’s social media population is from the APAC
• 92% marketers say their social media efforts have generated more exposure for their brands
• Visual assets will be the key to customers’ minds - 70% marketers geared to use more memes, videos and infographics
• In 2013, 52% of marketers acquired customers from facebook, 36% from Twitter and 43% from LinkedIn
Why Social - What Asian statistics speak
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How can you leverage Social Media to your advantage?C
on
ne
ct s
tore
& s
oci
al
me
dia
Instore Recommendations
Targeted Campaigns
Instant Rewards M
on
eti
ze y
ou
r so
cial
b
ase Viral referrals
Loyalty displaysPlan right
investments
Soci
al e
nga
gem
en
t p
latf
orm Realtime
engagementLocation based
engagement
Generate constructive engagement
Co
nve
rsat
ion
Su
ite
Single platform
Single click. Multiple channels
Save time, cost and
effort
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Here’s How: A day in your brand’s social media life
Understand when your target customers visit you
on social media
Post an offer/ details on new feature at the right
time
Your customer likes the post but leaves no
comment or message
Wait for a day to give them time to respond
After 24hrs, send them personalized message on
their wall giving more details on the offer/ new
feature
Customer likes the personalized interaction
Makes use of the offer / tries the new feature
Shares her experience with her friends with
#yourbrandname
Your social media engagement just earned
you satisfaction of an existing customer along
with some new ones
Online - Ecommerce
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3
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• 36.5% of worldwide B2C ecommerce sales will come from Asia-pacific in 2014; this is expected to reach 39.7% by 2016
• Estimated ecommerce sales in Asia-pacific is $525.2 Bn in 2014 and is expected to increase to $1052.9Bn by 2017
• Multichannel selling bring big returns
• Mcommerce traffic will take over ecommerce this year
• And BTW – China is the greatest online spender!
Why Online – What Asian statistics speak
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• Combine globalized product offerings with localized selling experiences
• Make your business mobile payment friendly
• Go omnichannel by merging the data on your customers from all your touch points
• If not doing already – engage at realtime (with relevant messages) with your customers online
• Personalize digital experiences by leveraging intelligent customer engagement
How can you leverage the world of Online to your advantage?
Okay so I’ve said a lot.What is the one thing you need to know at
the end of the day?
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Mobile Social Online
Great customer experiences!
An Omni-channel to better engage with customers is a must have for your business today
Store
The Future of Retail: Experiences and Relationships
What it was
Transaction Based
Silo-ed Cumbersome –Paper Based
Bulk Messaging No Feedback
No Virality
Shoppers Yesterday
With customers evolving every day, Shopper Engagement needs to shift to cater better to their needs, create incredible experience and build deeper relationships
Or Or
What it will be
Relationship/Lifecycle Based
Closed Loop –tracking external interactions, feedback and social Listening
Personalized
Seamlessly Omni-Channel
Easy Transaction Across Multiple Channels
Easy to Share Experiences,
Preferences, etc
Shoppers Today
6/20/2014Private & Confidential
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• Identify how you can improve your offerings
• Confirm if your strengths are actually what you think they are
• Understand what should be included, excluded, emphasized, and/or de-emphasized from the upcoming marketing material
• Social media (especially Twitter) is an ocean of sentiment data
• And obviously – to make customers more loyal to your brand!
Why Customer Sentiment and Satisfaction Analysis Matters
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Net Promoter Scores is a starting point!
•Maps loyalty form a single question•Simple to execute, measure and analyze•Quick follow ups possible•Enable you to strategize more relevantly
Make it All Happen
With Big Data
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• Make sure you are staring at the right metrics
• Map where your customers are visiting from –mobile, tablets or PCs
• Use big data to acquire more customers, up-sell to existing ones, and increase the retention
• Your analytics should be
– Simple
– Accurate
– Actionable
– Yours!
Digital Analytics
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I’ll just do that with Google Analytics, Microsoft Excel and those spare hours I
always have on Friday afternoon!
… Yeah Right!
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Here is how it would work
True power of analytics comes from integrating internal and external data footprints
Analyze what your customers buy, from where and what time
from your data
Track their social media footprint with the help of
a GA or Hootsuite
You see that your customer is talking about
her new favorite song
Merge this insight with your existing pool of
insights
Send a ringtone offer to your customer
Watch the customer delight increase and her sharing the experience wit her friends online
You have all the data and have done your analysis
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Now what?
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Right Product
Right Customer
Right Offer
Right Channel
Right Time
By integrating the unstructured insights you gleaned from your data, better decisions can be made on what to offer, when and to whom, based on probabilistic assessments of offer options,
and affinity
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Targeting right customers
Brick & MortarE-Commerce
Understanding the vertical of the client
Stage 1
Stage 2
Stage 3
Stage 4
Organization
Order based Visit based
RecencyRecency of Customers
Identifying Bands of Customer Groups based on Recency – further customer segmentation
Finding the right to time to target by seeing the behavior of repeat customers/product latency
Identifying Best Product for Active customer, Offering for the Customers – Cross sell
Right Customer
Right Product
Right Time
Right Offer
Stage 5
Customer Group + Best Product + Right Time = Right Offer
Anant ChoubeyVice President, Asia-Pacific
anant@capillarytech.com
+65 (9005) 7483
25-01,OCBC CenterChulia StreetSingapore – 049513
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