samsung coen van de ven
TRANSCRIPT
The lifecycle: be a friendly neighbour Coen van de Ven
No more barriers.
Information abundance.
With a flick of a switch.
Different services have entered the field rapidly
Email is a trusted format
Trend is that this trust is declining...
Source: Nielsen (2015)
Build loyalty around the brand
A clear CRM strategy is crucial: GET > KEEP > GROW
DB
Welcome
Touch points
Relevant messages
Customer Life Cycles
Product Life Cycles
Database
Cross sell
Print Website Mobile Community Store Call center E-mail
Activation Retention
Galaxy S5 Galaxy S6 TV (7, 8, 9) Tab S S-UHD TV
Campaign A
Campaign B
Campaign Y
Campaign Z
Social Media Webshop Service Desk
Reactivation Win back…
Mobile data
DB DB
DB
external data sources
for enrichment
Integrate CRM with all touch points
Engage continuously
Build loyalty around the product
One central database, continously enriched
New campaigns using historic data
GET
GET, KEEP example: Introduction of the Galaxy S7 and S7 edge
First thing – Get Connected!
Drive all relevant channels to a place were we can connect
Get the right audience, context and make them connect
With only a very low investment we were already able to get thousands of potential leads for the Galaxy S7 and S7 egde
KEEP
ANNOUNCE TEASE AMPLIFY DELIGHT
Teaser 2
Teaser 1
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Tell your story and inspire your audience at the same time
…ask a question and give back engaging content
Capture the neseccary information in Selligent database for future follow up
“WHAT DO YOU NEED THE MOST IN YOUR NEXT SMARTPHONE?”
BLOG
ANNOUNCE TEASE AMPLIFY DELIGHT
Awake
Teaser 2
Teaser 1
Now in store
Pre-order NOW!
Thank you & first setup
Point Out
Eco system
NPS
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PURCHASE
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UNPACKED BARCELONA
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TBD
GROW
Find out if your current refrigerator is bad for your wallet & environment
Make people aware that having an old fridge equals a waste of energy and money, while enriching our database to increase relevance in communication
… and create the opportunity to show our new fridge models
‘How old is your fridge?’
1
‘You could save X’
2 +3 days: Follow up e-mails
7-15+ years 0-6 years
3
VERSION 2 ‘your fridge is okay, we give you extra tips and check our Smart Home products’
VERSION 1
‘you could save energy, here is an offer for a new fridge’
8.3 20%
Years old on average
Owns 15+ year old fridge
44k
Profiles enriched
60%
Owns 7+ year old fridge
Campaign results
GET
BUILD UP YOUR DATABASE AND KNOWLEDGE
KEEP
STRENGHTEN THE RELATION AT EVERY INTERACTION
GROW
AIM FOR AND INCREASE THE CONSUMER LIFETIME VALUE
INTEGRATE
LOOK THROUGH THE EYES OF THE CONSUMER
OPTIMISE AND SHARE
TEST TO LEARN WHAT IS WORKING AND WHAT IS NOT WORKING
EXPAND & NEVER GIVE UP
CHALLENGE YOURSELF, YOUR TEAM AND YOUR AGENCIES
A quick recap (tl;dr)
“There are no strangers here; Only friends you haven't met yet.” - William Butler Yeats
Thank you