bridging the gap between online and crm - next generation marketing 2organize

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2organize is a member of Oxyma Group BRIDGING THE GAP BETWEEN CRM & ONLINE MARKETING 5 STEPS TO BETTER ENGAGE CUSTOMERS AND DELIVER EXCEPTIONAL CUSTOMER EXPERIENCE Liveinar

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Next Generation Marketing starts by bridging the gap that exists between CRM and Digital Marketing. Five steps to boost relevancy in your customer interactions.

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Page 1: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

BRIDGING  THE  GAP  BETWEEN    CRM  &  ONLINE  MARKETING  

5  STEPS  TO  BETTER  ENGAGE  CUSTOMERS  AND  DELIVER  EXCEPTIONAL  CUSTOMER  EXPERIENCE    

Live-­‐inar  

Page 2: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

LARS  CRAMA    Vragen?  Gebruik  de  chaBuncDonaliteit  Kies:  at  all  panelists  Twi=er:  @larscrama  of  @2organize  

Page 3: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

1+1  =  3  

Page 4: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

USING  CRM  DATA  FOR  BETTER  TARGETED  ADVERTISING  

Customer  leased  the  car  one  year  ago  and  manufacturer  has  her  name  +  postal  address  

Now,    Customers  are  found  and  targeted  just  before  they  must  renew  their  leases.    

www.liveramp.com  

Page 5: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

USING  ONLINE  DATA  TO  PERSONALIZE  COMMUNICATIONS  

Purchase  history  and  customer  preferences  determine  customer  segment  and  offer.  If  customer  shows  interest  in  toothbrushes  on  website  or  in  app…  

customer  receives  

most  relevant    offer,  in  the  moment  

Page 6: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

HOW?  FIVE  STEPS  #  

Page 7: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

#2.  THINK  CUSTOMER  JOURNEY  

#3.  BECOME  A  DATA  SCIENTIST  

#4.  SMALL  STEPS  WITH  A  VISION  

#5.  BEAT  YOUR  BENCHMARK  

#1.  BREAK  DOWN  SILOS  

Page 8: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

#1.  BREAK  DOWN  SILOS  

Page 9: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

Before:   Since  2013:  

…  

CRM   Online   …  

AT  A  MAJOR  TELCO  

…  

Online  

CRM  

…  

Page 10: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

ORGANIZATIONAL  GAP  

POTENTIAL  CRM/CVM  Value  Management  Building  relaQons  Cross/up/deep/retain  

Online/eCom  AcquisiQon  Management  

Direct  response  #  and  %  conversions  

Page 11: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

#2.  THINK  CUSTOMER  JOURNEY  

Page 12: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

ING  DELIVERS  “NEXT  BEST  OFFERS”  IN  REAL  TIME  

NBA  on  website   Personal  advice  

Page 13: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

ING  DELIVERS  “NEXT  BEST  OFFERS”  IN  REAL  TIME  

o  Response  rates  x3  o  Annual  cost  reducQon  35%  o  LeadQme  from  21  to  4  weeks  

Page 14: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

CUSTOMER  JOURNEY  DESIGN  AS  STARTING  POINT  

 ①  Customer  Types  ②  Experience  phases  ③  Journey  ④  Touchpoints  and  interacQons  ⑤  Points  of  delight  ⑥  Points  of  pain  ⑦  EmoQons  

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h=p://www.touchpointdashboard.com/  

Customer Journey Sketchboard by Mel Edwards

Page 15: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

CUSTOMER  EXPERIENCE  MANAGEMENT  “ON  THE  GO”  

o  Find  dropoff  moments  o  Replay  individual  journeys  o  OpQmize  value  of  each  visit  

Tealeaf  so1ware,  www.tealeaf.com    

Page 16: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

#3.  BECOME  A  DATA  SCIENTIST  

Page 17: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

WEHKAMP  PERSONALIZED  RETARGETING  

Targeted  banners:  o  15x  be=er  ROI  o  5x  be=er  CTR  

Personalised  e-­‐mails:  o  23%  higher  openrate  o  68%  higher  CTR  o  67%  less  opt-­‐out  o  271%  higher  sales-­‐per-­‐send  

Page 18: Bridging the gap between online and crm - Next Generation Marketing 2organize

2organize  is  a  member  of  Oxyma  Group  

Customer  Profiling  Scorecard  by  www.2organize.com  is  licensed  under  a  CreaQve  Commons  A=ribuQon  NonCommercial  3.0  Unported  License.  Feel  free  to  use  it,  we  welcome  all  feedback.  

Explicit Profile

Implicit Profile

Response Profile

Session Profile

Journey Profile

Customer Metadata

☺  NAWE:  Bonuskaart,  E-­‐mail,  naam,  adres,  leeoijd  +  Voorkeuren  +  Feedback  +  Social  media  content  

☺  TRANSACTIES  ONLINE,  OFFLINE  +  Favoriete  recepten  +  Gebruik  van  appie  /  pickup  /  ….  +  Dichtstbijzijnde  vesQging  

☺  E-­‐MAIL  CONTACT  HISTORIE  +  Campagne  Qming  +  ContacprequenQe  +  Omnichannel  contact  historie  

+  Huidige  locaQe  +  Gedrag  op  website  +  Mobile  app  gebruik  

+  Araakmomenten  +  Microconversies    

+  Customer  Journey  milestones  

☺  STATUS:  acQef,  inacQef  ☺  SEGMENT:  offline  ,online,  hybride  

☺  TYPE  KLANT:  B2B,  B2C  J  FACTS:  best,  good,  occasional  

+  Airmiles  +  Product  affiniteit  

+  Customer  Referral  Value   1

2

3

4

5

0

CUSTOMER  PROFILING  SCORECARD  Customer  maintained  profile:  name,  address,  email,  seungs,  favourites,  configuraQons,  preferences,  product  raQngs,  reviews,  Q&A,  UGC,  Social  Media  Content  

Supplier  maintained  behavioural  profile:  online  transacQons,  offline  transacQons,  product  use,  service  use,  interacQons,  socio-­‐demographic  data,  psychographic  data  

SDmulus-­‐reponse-­‐data  related  to  funcQonaliQes  and  campaigns.  Include  contact  history,  interacQon  pressure,  campaign  response,  sQmulus-­‐sensiQvity  

Real-­‐Dme  behavioral  data:  referring  site,  locaQon,    campaign  exposure,  use  of  site  funcQonaliQes,  customer  intent  

Longitudinal  cross  channel  behavioural  data:  mulQ  stage  decision  process  idenQficaQon,  microconversions,  engagement    

AnalyDcs  generated  customer  data:  recency/frequency/value  profile,  LTV-­‐profile,  segmentaQon,  engagement  scoring,  autudinal  scoring,  senQment  scoring  

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#4.  SMALL  STEPS  WITH  A  VISION  

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DIGITAL  CRM  STRATEGY  ROADMAP  

2012 2013 2014

Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

Vision & Strategy Basics Quick Wins Customer Value Life Time Value Customer Journey

Customer Contact Strategy

Program Prospect Welcome

Order Follow Up Churn / Retention

EDM: abandoned cart EDM: customer journey

Win back EDM: behavioral events

Campaigns Bulk communication Simple segmentation

Segmentation Multi channel Personalized Real time Interactive

Insights

Reports Hi-prio KPI’s All KPI’s Dashboards Balanced Scorecard

Analysis RFM Basic Segmentation Advanced Segmentation

LTV Behavioral segmentation

Value drivers Loyalty drivers

Share of Wallet Life style segmentation Engagement scoring

ROMI analysis

Marketing Performance Improvement

Monitor basic KPI’s Set up test- and control groups

Simple A/B testing

Advanced A/B testing Multivariate testing campaigns Advanced A/B testing programs

Multivariate testing programs ROMI optimization

Customer Data Integration

Registrations Transactions

Customer Profiles Contact history

Survey data Campaign feedback data Integrate business units

Web data Social media data Competitor data

External environment data

(example Roadmap)

Small steps. With a vision.

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#5.  BEAT  YOUR  BENCHMARK  

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VODAFONE  INCREASED  CONVERSION  BY  378%  

OpDmize  e-­‐mail  +233%  

DifferenDate  +43%  

Net  conversions  +378%  In  5  months  

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LEARNINGS  

o  Design  opQmizaQon  pays  off  (!)  o  Source  predicts  behaviour  o  Personalize  on  click  behaviour  o  SegmentaQon  on  opened  vs  clicked  

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Customer  VALUE  

1.  Set  Goals  

2.  Set  KPI’s  

3.  Plan  

4.  Prepare  

5.  Contact  

6.  Follow  up  7.  Monitor  

8.  OpQmize  

9.  Report  

10.  Analyze  

11.  Discuss  

12.  Improve  

MARKETING  PERFORMANCE  IMPROVEMENT  CYCLE  

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#2.  THINK  CUSTOMER  JOURNEY  

#3.  BECOME  A  DATA  SCIENTIST  

#4.  SMALL  STEPS  WITH  A  VISION  

#5.  BEAT  YOUR  BENCHMARK  

#1.  BREAK  DOWN  SILOS  

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1+1  =   3  3  

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VRAGEN    Website:  www.2organize.com    Email:  [email protected]  Twi=er:  @larscrama  Telefoon:  +31-­‐6-­‐51506820    

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TOT  DE  VOLGENDE  WEBINAR!