Applied Customer Insight | Logica Nederland
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Applied Customer Insight
How do I improve return on investments by targeting the right customer with the right
How can I get one i f
How do I create an organisation where all right customer with the right
offering, in the right channel, and how can I incorporate social media and mobile in the channel
mix?
view of my customer when information
about customers are locked in internal silos and on the internet?
organisation where all employees know our
customers and all decisions and actions are reflecting what's best for
t ? and on the internet?our customers?
Data is exploding and we are loosing control. What data
should I capture and how do I turn it into actionable insight?
How to I know what customers are about to leave
me and what can I do to make them stay?y
How do I learn from How can I make my
customers use internet How do I learn from what's going on in the social forums and how do I turn
that into a valuable ?
and self service to increase service level and reduce customer
care cost?
How engage with my
How can I get a better understanding about what
asset?
How engage with my customers in social forums when I cant
control the conversations?
my customers are doing on Internet and social forums
and how this effect my business?
No. 2© Logica 2011. All rights reserved
l d hApplied Customer Insight
Applied Customer Insight1
2 From CRM to Social CRM
3 Key Business Drivers
4 How could my company benefit from Social CRM?
5 So what do I need to do?
No. 3© Logica 2012. All rights reserved
l d hApplied Customer Insight - proposition areas
Customer C t
Direct MarketingContact CentreWebsitesIn-Store
Data from:Customer Management
• Intelligent marketing
Customer Analytics
• One customer view
Act Capture
EmailMobileSocial MediaTransactional SystemsCollaborative PlatformsBusiness Applications
• Intelligent Salesforcemanagement
• Intelligent Customer Service
• Predictive analysis
• Combine traditional customer data big data
d i l i i htAct CaptureMarketingand IT
Service
• Multi Channel management
and social insight
• Real time customer data
Interpret
• Customer Segmentation
• Customer loyalty management
Existing customer insightWeb Analytics
Insight:Interpreted by:
• Digital Self Service
• Customer Experience
Supply Chain & partnersSales & MarketingR&DManufacturingService DeliveryOperations
Web AnalyticsReal time mobile infoReal time social network monitoring Real time Sentiment AnalysisMarket infoSegmentationPredictive AnalyticsCustomer Intelligent Organisation
© Logica 2012. All rights reserved No. 4
Predictive AnalyticsCustomer Intelligent Organisation
l d h kApplied Customer Insight - key Business Drivers
Acquiring new customers• Increasing the number of clients in
growing market• Commercial campaigns programs
1Increasing operational efficiency
• Digital self service strategiesBack office process optimization and
4
• Commercial campaigns programs (internet, TV advertising, mailing, phone…)
• Attractive and competitive offerings
• Back office process optimization and automation
• Intelligent service level segmentation
Develop cross & up selling• One view of the customer• Roll out the sales know-how in the
2Monetize on social media
• Accept it as a game changer• Go from manage to engage with
5
Roll out the sales know how in the new networks
• Build a customer classification model• Optimize channel mix
Go from manage to engage with your customers
• Gain insight from big data and integrate social in channel strategies
Customer Retention• Customer knowledge is essential• Predictive analysis
3Integrate mobility in Strategy
• Customers are fast movers and they t t b bil
6
Predictive analysis• Pro active customer care• Proposing adequate offers and
services
expect you to be mobile• Mobility drives customer self service• Opportunities to reshape and
develop you offerings
No. 5© Logica 2012. All rights reserved
l d hApplied Customer Insight
Applied Customer Insight1
2 From CRM to Social CRM
3 Key Business Drivers
4 How could my company benefit from Social CRM?
5 So what do I need to do?
No. 6© Logica 2012. All rights reserved
l
“Th t diti l t i th ll tl
From CRM to Social CRM
“The traditional customer is the one we all were as recently as a decade ago. We bought products and services and based our decisions on utility and price. We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that.
But that customer changed because of a social change in the early part of the millennium. The customer seized control of the business ecosystem and it was never the same.“
Paul GreenbergPaul GreenbergAuthor of CRM at the Speed of Light
© Logica 2012. All rights reserved No. 7
f lConsumer journey for travelS
ites
V
isit
ed
HolidayRentals Hotels.com TripAdvisor
TUI
Expedia
Fi t Ch i
First Choice TUI
TripAdvisors
TUI
AirTours
First Choice
TUI
AirTours
Fi t Ch i
Thomas CookTravelRepublic
Thomas Cook
Teletext Holidays
HolidayWatchdog
AirTours
TUI
ebookers
First Choice
Thomas Cook
5 338 13 21 29
V First Choice
TUI
First ChoiceThomas Cook AirTours
First Choice
Olympic Holidays
Thomas Cook
ay 1
Holiday in the sun
5 338 13 21 29
es
Palm Beach Hotel Larnaca Cyprus
S i H lid
Cheap FlightsCyprus Holidays
Cyprus Hotels
Thomson Holidays
Da 1
Qu
erie
Cyprus holidays
Holidays in the Sun
yp
Europe Holidays
Spain Holidays Cyprus Holidays
Beau Rivage Hotel Cyprus
y
1212 2222 29 29 12 queries on
12 queries on
22 different sites
visited
22 different sites
visitedDays from
start to h
Days from start to
hNo. 8© Logica 2011. All rights reserved Source: comScore Research Paper October 2010
purchasepurchase
l d hApplied Customer Insight
Applied Customer Insight1
2 From CRM to Social CRM
3 Key Business Drivers
4 How could my company benefit from Social CRM?
5 So what do I need to do?
No. 9© Logica 2012. All rights reserved
b dNew business drivers
Threats
We loose control over the buying process d di l b b d d
Opportunities
Attract new customers, upsell and cross ll d f land dialogue about your brand, products
etc.
Increased transparency regarding price
sell, drive customers to point of sales using social channels
Promote active advocates that market you Increased transparency regarding price, service levels etc. leads to commoditisationmakes it more difficult to differentiate
Promote active advocates that market you products, support your customers and
increases customer loyalty
Create social forums where customers are supporting each other to increase
operational efficiency and customer loyalty
Learn more about customers needs and preferences listening to social channels
Co create products and services with your customer using social collaboration
No. 10© Logica 2012. All rights reserved
l d hApplied Customer Insight
Applied Customer Insight1
2 From CRM to Social CRM
3 Key Business Drivers
4 How could my company benefit from Social CRM?
5 So what do I need to do?
No. 11© Logica 2012. All rights reserved
Case: Sales and marketing:b l dAttract members to corporately owned communities
© Logica 2012. All rights reserved No. 12
Learn to know the customer combining structured d d fand unstructured information
© Logica 2012. All rights reserved No. 13
Companies have some misperceptions regarding why h h lconsumers interact with them via social sites.
No. 14© Logica 2012. All rights reserved
l dCase: Sales and promotion activities
© Logica 2012. All rights reserved No. 15
l l h lCase: Drive sales to retail channel
© Logica 2012. All rights reserved No. 16
dCase: Customer service – advocacy strategy
© Logica 2012. All rights reserved No. 17
l lMutual value creation
© Logica 2012. All rights reserved No. 18
l lf h h l ll bDigital self service through social collaboration
© Logica 2012. All rights reserved No. 19
llCase: Customer intelligent organisation
No. 20© Logica 2012. All rights reserved
b
“O d l i lik hi E h it
Best buy
“Our model is like a hive. Each group manages its owninitiatives, but we work under a common strategy. We are well
integrated well networked and everyone is responsible forintegrated, well networked, and everyone is responsible forsocial media,” said John Bernier, Best Buy.
• US$5 million in call center deflection• More than 100,000 social conversations annually• Nearly 3,000 registered employees on Twelpforce• Improved employee morale, better knowledge sharing and
connections across the enterprise corporate passion for social connections across the enterprise, corporate passion for social media innovation and significant brand buzz
© Logica 2012. All rights reserved No. 21
l d hApplied Customer Insight
Applied Customer Insight1
2 From CRM to Social CRM
3 Key Business Drivers
4 How could my company benefit from Social CRM?
5 So what do I need to do?
No. 22© Logica 2012. All rights reserved
h d d dSo what do I need to do?
• From CRM to customer engagement lifecycle management• Co created customer processes, value
exchange and mutual supportexchange and mutual support
• Integrate social media and mobile devices in channel strategy
• Get more in-depth insight by combining structured and
t t d i f ti d i t l unstructured information and internal and external sources
• Create links to R&D, supply chain and Create links to R&D, supply chain and rest of business, become a customer intelligent organisation
• Tear down the walls between marketing, sales & support
© Logica 2012. All rights reserved No. 23
Thank you!Applied Customer Insight
Fredrik Ring, International Practice LeaderApplied Business Insight, Logica Business Consultingfredrik.ring@logica.com
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