Connecting Silos for Better Customer Engagement • Neal Keene, VP, Customer Engagement Management, Pitney Bowes • Lars Wilhelmsen, IT Director, Bring Dialog
Sep 08, 2014
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