cross channel marketing barcelona 20110302
DESCRIPTION
Presentation given in Barcelona for Connecting Group 2nd of March 2011. Please contact me for mentions in picturesTRANSCRIPT
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Crosschannel Marketing :Enabler of Customer Centricity
Frederic GILBERT
Barcelona, 2nd of March 2011
Innovative e-MarketingConnecting Group
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Butbefore
Acouple
ofQuestions
And raise your hands if you answer yes, but keep your hands raised between question 1 & 2
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We all know what is a customer, right ?
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We all know what is a channel, right ?
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Cross Channel Marketing,
Customer Centricity enabler
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Customer Centricity
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From Inside-out…
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…to Outside-in
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Opposed visions
1. Best product for customer
2. New products
3. Cutting-edge products, usefulfeatures
4. Most advanced customer
5. On the side of the seller in a transaction
Product Centric Customer Centric
1. Best solution for customer
2. Personalized packages of products, services, support, education and consulting
3. Customizing for best total solution
4. Most profitable, loyal customer
5. On the side of the buyer in the transaction
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Don’t worry products
get along with solutions
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Cross-channelMarketing
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not Multichannel
Cross Channel
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Cross Channel implies
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Distribution
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Sales people
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Online sales platform
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Countries
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And many otherdistribution
channels
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ButNot
Only
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You also have
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Communication
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Webmarketing
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Social Media strategists
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OneMajor
Issue
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SILO EFFECT
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SoHow
canwe
Succeed ?
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Rely on
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and
USE
the
Levers
of
CUSTOMER CENTRICity
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Levers of Customer Centricity
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Coordination
Lever #1
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Collaboration
Lever #2:
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Lever#3
CloutAKA « Power »
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Lever #4
Capabilities
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Connection
Lever #5
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Questions & Group Work
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Pick a question
1. Barriers to Cross-Channel Marketing2. Incentives? Co-workers & Customers3. Data sharing: issues and solutions4. Key factors for a successful Customer Experience5. Design innovative Crosschannel Walkthroughs6. How would you market your crosschannel
strategy inside and outside the company?7. Customer Ownership Issues8. Role of Social media in Crosschannel marketing
(distribution & communication)9. What do you do of the old silos?10. Why can’t you do without crosschannel?
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Thank you
Twitter: @netskyfFacebook: www.facebook.com/netskyfLinkedIn: www.linkedin.com/fredericgilbert1976Groups “Social CRM Europe” LinkedIn
Frederic [email protected]+ 33 6 75 21 77 16