the four r's of customer engagement for marketing success by craig wright

The Four R’s of Customer Engagement for Marketing Success

2Copyright © 2016. Infor. All Rights Reserved. www.infor.comInfor Confidential

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Craig Wright, Senior Director, Infor CX@InforCX

Today’s agenda

You can relate Now what The 4 R’s Tool up

Infor Company Overview

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You can relate!

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Digital/Mobile is THE primary way . . .

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The problem

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Now what?

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Just what is “Digital Transformation”?

@InforCXSource: CX Network, The Global State of Customer Experience 2016

Stacksolution

Times have changed

CRM

Automation

Metrics

EmailManagement

Content

Social

Stack

Single point solutions

CRM

Managem

ent

Email

Aut

omat

ion

Metrics

Experience versus engagement

Makes customer feel

empowered or a sense ofownership/pride

What a win looks like:

What else can I buy from this company? or Yes, I do need Product X to improve my experience with my recently purchased Product!

Engagement

Makes customer feel

good

What a win looks like:

Yes, I would buy something from this company again when I need something they sell.

Experience


What are the Four R’s?

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#1: Right Message

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• Campaign Planning Best Practice?

• Compliance / Risk Mitigation

Wolters Kluwer case study


#2: Right Time

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Machine Learning

NetworkVisibility

Omni-ChannelArchitecture

Science Adoption Scalability

Science of Marketing

Next likely purchase accuracy• Probability that customer buys one of their top 5 recommended products

57%(Infor)

66%(Financial Services)

There is no human being who could keep up with all that information by themselves

Mario BarbatoDirector of Client Information Services, Lord Abbett


#3: Right Channel

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Making the journey personal

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#4: Relevance

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Customer journey: Simon R., Marketing Manager

Content syndication:Omni-channel whitepaper via InboxInsight

AUG 11: Simon downloads the whitepaper. We get demographic data

SEP 15: David R. accepts the lead and values it at $150K

OCT 7:David/Simon1on1 demo

NOV 26: Simon attends event: “Make Marketing Work”

Deal Status: Amount: $150kStage: QualifiedClose: Nov 2016

SEP 1: BDR calls to qualify. Potential Infor CRM project identified

AB Co.

AB Co.

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Configuration web app

Give the customer the ability to make specifications with a fully integrated powerful configuration tool.

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Track Production

Track production with real time updates and relevant content. Make changes in the production line to fine-tune every last detail.

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LN Assembly Line

See the artisanal craftsmanship of the handmade seats. Have the option of making a design change during production with LN’s assembly line control feature.

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Drive the “Ferrari Way”

Enhance the are of the drive with statistics and recommendations based on your specifications.

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Tool up

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Infor Customer Experience – Thoughtful Engagement

Marketing / Lead Generation Identify, nurture, and action Buyers with

simple and efficient tools.

Opportunity ManagementProvides detailed Opp. tracking, managing, and Sales Process support

CX

Purchase Enablement Generates, issues, and tracks quotes linked directly to Opportunities

Customer ServiceProvides issue and resolution tracking combine

with customer or partner portal access.

Contracts / Licensing MgmtGenerates, tracks and manages agreements and Contracts with customers or partners

Back Office / 3P SystemsOpen APIs & SQL Server structure

allow for easy integrations

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