henk jan gerzee - we are all consumers! deliver a consistent, relevant and valuable journey for all
DESCRIPTION
Presentation of Henk Jan Gerzee during the B2B E-commerce Congress 2014TRANSCRIPT
We are all consumers!
Henk Jan Gerzee
Elsevier
World Leader in Digital Information Solutions
Published over
330,000 articles in 2013
Founded over
130 years ago
Work with over
30 million Scientists, students, health &
information professionals
Employ over
7,000 employees in 24 countries
Received over
1 million
submissions in 2013
Elsevier eBooks, Online
Journals, Databases
Publishes over
2,200 online
journals & over
26,000 books (e +
print)
SOLUTIONS
Over the last
50 years the majority of Noble Laureates
have published
with Elsevier
Elsevier
R+D Solutions
Elsevier
Clinical Solutions
Helps corporate
researchers, R+D
professionals, and
engineers improve how
they interact with, share,
and apply information to
solve problems using
our digital workflow
tools, analytics, and
data
Provides universities,
governments, and
research institutions with
the resources and
insights to improve
institutional research
strategy, management,
and performance.
Elsevier
Education
Helps medical
professionals apply
trusted data and
sophisticated tools to
make better clinical
decisions, deliver better
care, and produce
better healthcare
outcomes.
Helps educate
highly-skilled,
effective healthcare
professionals,
using the most
advanced
pedagogical tools
and reference
works.
Elsevier
Research
Intelligence
CONTENT C
AP
AB
ILIT
IES
P
LA
TF
OR
MS
How our customers looked at Elsevier
Meanwhile @ Elsevier: Siloed efforts causing
customer confusion and driving inefficiencies,
impacting revenues and customer satisfaction
Names Division
Sciencedirect.com S&T
Elsevierdirect.com S&T
Webshop.Elsevier.com STM
Elsevier.com OOC Elsevier
Eselect.elsevier.com S&T Sales
Elsevier.vitalsource.com S&T
Focalpress.com S&T
myElsevier.com S&T
Syngress.com S&T
Cimastudy.com S&T
Store.elsevier.com Elsevier
Elsevier-masson.fr HS
Eu.elsevierhealth.com HS
US.elsevierhealth.com HS
Elsevierhealth.co.uk HS
Elsevierhealth.com.au HS
Asia.elsevierhealth.com HS
Elsevier.de HS
Elsevier.es HS
Elsevier.it HS
Elsevier.pl and more HS
www.elsevier.de www.elsevier.com elsevierjapan.com
How customer looked at Elsevier
In 2012, we sent 6 or more emails per week to over 1 millions email addresses
We sent Nicole in June 13, 17 messages, from 11 different senders and 8 brands
We addressed Nicole in 5 different ways
Nicole clicked on only 2 messages
5
What ‘s Happening Now?
67% of the buyer’s journey is now online
Power of Inbound
Marketing is taking the first sales call
Timely and Relevant information is key
Across all channels and devices
Who is the new authority?
Changing B-to-B Buyer Behavior
SiriusPerspective: B-to-B buyers are engaging with sellers later in the buying process forcing marketing and sellers to adjust their roles.
8 15
Point of Prospect
Intersection with
Rep
①Loosening of the Status
Quo
Vendor
Selection
Phase
Solution
Phase
Education
Phase ②Committing to Change
③Exploring Possible
Solutions
④Committing to a
Solution
⑤Justifying the Decision
⑥Making the Selection
Marketing
Sales
Marketing
Is Taking The
First Sales
Call
Sirius consultancy: Marketing’s Response to the Evolving Buyer’s Journey
Lead the way: Deliver customer experience excellence
Customer objectives
1.Move towards customer focus
a.Develop a cross touch point
consistent and integrated
customer experience
b.Increase retention, and maximize
customer value and engagement
by following the path of an
integrated contact strategy
c.Offer relevant & personalized
content, product & services based
on insights coming from static
and/or behavioral data
2.Leverage technology and data to
strengthen customer relationships,
support inflow of quality content,
reduce service costs and, increase
commercial opportunities
3.Structure our activities and
organization in the most effective
way to share investment and to
deliver and capture value from our
customers B2C / B2B
Relationship hub
Social Media
Customer
Insights
B2C / B2B B2C / B2B
Marketing
Programs
eCommerce and
eService
B2C / B2B B2C / B2B
Sales
enablement
ONE Marketing
database and
ONE Analytics
CRM Siebel ONE call
ONE Elsevier.com
Te
chn
olo
gy c
onso
lidatio
n
One MAP
ONE Solution for Marketing Automation
Our marketing automation landscape
10
One solution is the answer to solve inefficiencies & barriers caused by current fragmented infrastructure:
• Fragmented customer journey and data
• Difficult to comply with data protection legislation
• Duplication of efforts
• Limited sharing of best practices and investment
• Limits the ability for building true digital marketing competence
Through marketing automation Elsevier will benefit from higher levels of performance through:
• Implementation of key shared services that will increase marketing efficiency and stimulate the sharing of best practices
• Adoption of a marketing framework and governance of programs focused around the customer journey.
20
13
2
01
4
20
15
Realizing Customer experience improvements: Connect the dots
11
Field Marketing
Product Marketing
Sales Support
Customer Service
Customer Engagement
Customer Experience Team
Business Development
Sales Marketing Communication
CRM Team
Institutional customers: Improving the post purchase experience
Sales into the lab
Enablers
Stages in custom
er marketing
O
rganizational
changes
2014 Focus on ONE MAP completion
2015 onwards Realize customer centricity
Customer value management | first crawl, then walk, then run
Traditional marketing
• Enable business users to create content, manage campaigns within strict branding guidelines and basic contact rules.
• Automate e-mail communication.
Demand generation
• Basic Customer segmentation
• Enterprise business rules around contact pressure and campaign priority.
Integrated Pipeline
• Marketing programs structured around the customer lifecycle.
• Strategic and Tactical segmentation (on CLV and propensity to buy, churn risk, usage)
• Marketing’s contribution to pipeline formalized
Revenue performance management
• Improve business results through continuous analysis and optimization of sales and marketing resources.
Cross touch point integration
• Customer behaviour and data, feed and trigger activities and programs and campaigns in all channels
ONE MAP
ONE Marketing Database
Customer marketing remains in BU’s during ONE MAP build.
Governance set-up between central team
and BU’s. New central role: Director Customer
Marketing
Customer Value management becomes
glocal responsibility
New structure created to drive change
towards customer centricity
Customer centric marketing
CMDM
HPCC
ONE Elsevier
Elsevier’s digital transformation results
Business
Stronger brand
Increased awareness
Increased revenues
Technology
Single systems for core capabilities
Reduced technology cost
Faster time to market
Organisation
Core teams
Glocal organisation
Increased level of CX competences
tekst
Thank you