Connecting Silos Across the Organization for Better Customer Engagement

Connecting Silos for

Better Customer Engagement

• Neal Keene, VP, Customer Engagement Management, Pitney Bowes

• Lars Wilhelmsen, IT Director, Bring Dialog

The Customer Needs of Today 1

Agenda

Customer Insight and Case Studies 2

5 Things to Consider for Customer Engagement 3

Presentation Agenda

The Rise of The Connected Customer

Today’s customers are more…

• Connected

• Social

• Mobile

• Aware

• Informed

• Empowered

The Age of Greater Customer Expectations

Today’s customers expect—and demand—more…

I need answers

now.

Stop with

the random

offers

It said that on your

website!

FORGET IT.

I’M CLOSING MY

ACCOUNT.

Why don’t you know

that about me?

Acquire > Convert > Serve > Grow > Retain

Pro

fita

bilit

y

$0

Optimized Customer Lifecycle

Typical Customer Lifecycle

Customer Lifetime

Find and Target

Make Customers

profitable

faster

Reduce Cost

Cross-sell/up-sell

Retention,

loyalty and

engagement

Silos in CRM, Marketing and Customer Service

“They can all be successful, but the customer may still lose out” - Gene Alvarez, Leigh McMullen, Gartner, Inc.

Marketing Sales Customer

Service

Marketing Loyalty

The Customer Lifecycle is Continuous and

Requires Integration Across the Organization

The Integrated Customer Lifecycle

The Customer Needs of Today 1

Agenda

Customer Insight and Case Studies 2

5 Things to Consider for Customer Engagement 3

Presentation Agenda

• IT Director, Bring

Dialog, Oslo Norway

• Over a decade of

experience creating

business value by

linking customer needs

with IT solutions

About Lars Christian Wilhelmsen, IT Director, Bring Dialog

However beautiful the strategy you should occasionally look at the results –Sir Winston Churchill

However beautiful the results you should occasionally challenge the strategy –Lars Christian Wilhelmsen

Bring Dialog

Norway's largest Marketing Service Provider

85 specialist working with Multi Channel

Customer Relations

Host of the Annual Dialog Conference –

Scandinavia's largest Marketing Conference

93% Broadband internet

80% Smartphone

61% Ipad/Tablet

Over 50% of internet traffic is mobile

The leading country in the world for penetration of new media technology

Time

Com

ple

xity

Linking Silos Across the Organization

In the good old days..

..and Marketing Automation was for the few

The Current Dilemma

Our clients’ needs

Get the right data (link those silos)

Find the right customer or lead

Make the communication happen

Use the right technology

3. AUTOMATION AND

EXECUTION

2. CUSTOMER

ENGAGEMENT PLAN

Customer Journey

1. INSIGHT AND

STRATEGY

HQ

Clients

Email - SMS - Survey - Social

Cleaning

Lookup

Updating

Analytics

Analysis

Customers Leads

Customer Data / Data Management

360˚ Market database

Customer Data Reporting Data

Email &

SMS

Campaign Management/

Marketing Automation

Dialog Data

Bring Dialog Ecosystem

port25 Solutions inc.

Dashboard

HQ

Clients

Email - SMS - Survey - Social

Cleaning

Lookup

Updating

Analytics

Analysis

Customers Leads

Customer Data / Data Management

360˚ Market database

Customer Data Reporting Data

Email &

SMS

Campaign Management/

Marketing Automation

Dialog Data

Bring Dialog Ecosystem

port25 Solutions inc.

Dashboard

HQ

Clients

Email - SMS - Survey - Social

Cleaning

Lookup

Updating

Analytics

Analysis

Customers Leads

Customer Data / Data Management

360˚ Market database

Customer Data Reporting Data

Email &

SMS

Campaign Management/

Marketing Automation

Dialog Data

Bring Dialog Ecosystem

port25 Solutions inc.

Dashboard

HQ

Clients

Email - SMS - Survey - Social

Cleaning

Lookup

Updating

Analytics

Analysis

Customers Leads

Customer Data / Data Management

360˚ Market database

Customer Data Reporting Data

Email &

SMS

Campaign Management/

Marketing Automation

Dialog Data

Bring Dialog Ecosystem

port25 Solutions inc.

Dashboard

HQ

Clients

Email - SMS - Survey - Social

Cleaning

Lookup

Updating

Analytics

Analysis

Customers Leads

Customer Data / Data Management

360˚ Market database

Customer Data Reporting Data

Email &

SMS

Campaign Management/

Marketing Automation

Dialog Data

Bring Dialog Ecosystem

port25 Solutions inc.

Dashboard

HQ

Clients

Email - SMS - Survey - Social

Cleaning

Lookup

Updating

Analytics

Analysis

Customers Leads

Customer Data / Data Management

360˚ Market database

Customer Data Reporting Data

Email &

SMS

Campaign Management/

Marketing Automation

Dialog Data

Bring Dialog Ecosystem

port25 Solutions inc.

Dashboard

CASE STUDIES

Mercedes

Digital campaigns and APPS

Service history still on paper

GET

Door knocking as part of the digital future?

How to get the right leads

What the client wanted to do

Welcome program

Automated processes for

Service

Change tires

Develop new ways to link the customer closer to the dealers

Self-service ordering for a test drive directly with your local dealer.

Available cars are shown in a calendar. The customer will

automatically receive a SMS confirmation stating date and time

after ordering.

BDNs Interactive Calendar System for 3 brands:

1. Test drive calendar • Choose between several models

2. PKK/EU-control and service

• Based on number of available slots per day 3. Change of tires

• 15 min interval with X number of slots per interval

My Page: Example – Order a Test Drive

My Page: Getting All the Silos Connected

The customer will have access to

service history and the latest

news and activities.

Linked to your local dealer in

order to promote local relevant

offers.

My Page as the core for CRM

3.0 – both for BOS &their

customers.

A strategic deciton and a new

platform for BOS in order to

connect closer with the

customer.

My Page: Getting All the Silos Connected

• All brands linked together

• Order details for new car

• Details on your existing cars

• Electronic service book and

service history

• Available on web & mobile

My Page: 360 View of My Cars

GET CABLE TV

What the Client Wanted to Do

Welcome program

Automated processes for

Up sell

Cross sell

Retention

Find a solution for better sales process - new customers

Standard for our marketing automation clients:

Welcome

On boarding

Cross selling and up selling

Surveys

Customer Processes

Linking the silos – Creating new sales

Right customer

Right product

Right time

Ipad solution for sales rep

Door Knocking - Background

Sales process automated

Closed loop

Replacing xls

Door Knocking - Execution

Sale closed on site

Contract signed via the ipad

Order get created in back-end system

ROI

Customer index

Door Knocking - Results

The Customer Needs of Today 1

Agenda

Customer Insight and Case Studies 2

5 Things to Consider for Customer Engagement 3

Presentation Agenda

5 Things to Consider for Customer Engagement

• Customer Lifecycle / The Customer Needs • Understand your customer’s key “Moments of Truth”

• Customer Touch-point Preferences • Learn how customers prefer to engage with you

and leverage in your interactions

• Desired Outcomes and Actions • Define, deploy and test recommendations and

outcomes across the customer lifecycle

• Customer Information • Leverage the right data sources including social

information, location, transaction data, and

demographics, and organize it for agility

• Measure, Modify, Test, and Measure • Create dashboards to ensure measurements are being

met across the organization