cmo event - infor, evolving the customer experience in an always-on marketing world

1Copyright © 2012. Infor. All Rights Reserved. www.infor.com

Copyright © 2012. Infor. All Rights Reserved. www.infor.com

1

Beautiful business software for yourbusiness processes

Evolving the Customer Experience in an Always-on Marketing World

“Insight of the challenges in the marketing world as always-on platforms are being implemented. Recognising the importance to the customer experience of marketing strategy and the ability to engage customers in real-time.”

- David Richmond- Raj Gupta


Reminder…

Always-on Marketing in an Always-on World


From 30sec TVCs to 140 Characters ALWAYS ON

1950’S… …1980’S …1990’S 2014

CRM

ABOVE------------BELOW

MAD MEN

An ever-increasing emphasis on knowing customers; reliance on

data & technology.


The “Always-on” Principles

“Always-on” Customers

CustomerEngagemen

t

Role ofTechnology


Media Consumption

Share (%)

Number of Smartphones,

Tablets and PC’s Globally

Average Monthly Hours Spent on the Internet by Device

The “Always-on” Customer

Time vs Ad Spendon Various

Types of Media

“The remote control - it’s not just for TV anymore. Customers finally have the remote control, they know how to use it - and they’re not afraid to use it.” Seth Godin


Customer Engagement is NOT Customer Experience…

Customer Experience

Engagement

Mood / Emotion

Creative

Employee skills /

empowerment

Effective Customer Engagement

Personalized Relevant and Valuable

Omni-Channel

Consistency

DIY but Supported


Customer Engagement

Content

SocialMobile

The Role of TechnologyCustomer Engagement is largely a technology (data and machines) domain.


Evolving…

Always-on Marketing in an Always-on World

Customer Engagement is not just about Marketing…but its more about Marketing than you think!


Yesterday’s 'Always-on’ Platform…


Today’s ‘Always-on’ Focus…


Customer experiences are only 20% system based. The other 80% requires a well thought out strategy.

CompanyGoals

CustomerExperience

Strategy & Planning80%

System20%


…is about capturing and harnessing people data in real-time to power smarter, more relevant experiences.

Real-Time Decisioning is leading the way, seamlessly bringing together online and offline worlds:

Marketing in the New World Order…

- In-Memory Customer Profiling- Real-Time Context Tracking- Business Constraint Modelling- Self-Learning, Predictive Analytics- Encompassing Business Interests

whilst Optimising the Customer Experience

- Taking ‘True’ Control of your Customer Strategy

- Enriching the Business with Insight through What-if Analysis


Copyright © 2012. Infor. All Rights Reserved. www.infor.com

13

Beautiful business software for yourbusiness processes

Evolving the Customer Experience in an Always-on Marketing World

Questions?Customer & Marketing Management Group- David Richmond- Raj Gupta