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1. INSPIRING CRM SESSION Carmen Cimirro June 2015
2. CRM: a world in fieri Customers needs & expectations Top
reasons and barriers CRM at work: challenges and actions
Suggestions inspired by Cat wheel Imagining the future of CRM Which
move are we going to watch together in the next 30 mins? All
animated gifs included in this document are of Nicolas
Monferrat
3. CRM: a world in evolution since early 1990s 1990
Telemarketing 2000 Front & Back End 2010 Social CRM 2014 Mobile
CRM CRM is concerned with managing detailed information about
individual customers and all customer touch points to maximize
customer loyalty. CRM can also be defined as: The overall processes
of building and maintaining profitable customer relationships by
delivering superior customer value and satisfaction. Principle of
Marketing by Philip Kotler & Gary Armstrong Robert
Schumann
4. Kissmetric Great Customer Service 54% The overall customer
experience Make it easy to ask questions & access information
before buying 52% What do customers really care about?
5. 70% 92% of these users bought products of competitors 81% is
willing to pay a higher price for having a better customer
experience Survey 2012 CX Index Report Europe Oracle by Loudhouse -
What happens if the buyer experience is below expectation? Stop
buying goods and services of a specific brand
6. Supports customer acquisition Drives & improves customer
retention for building long-term relationships and reduces churn
rate Creates a competitive advantage and differentiation Defines
and maintains a corporate image High return on investment NEW
CLIENTS ROI RETENTION & LOYALTY MARKET BRAND Top reasons why
Customer Experience is important
7. Hard to permeate an organizational culture focusing it on
customers needs A lack of holistic customer management Complexity
in measuring and evaluating the customer life time experience
Difficulty to identify the ownership of the Integrated Customer
Experience and thus allocate budget Difficulty to manage big
consumer data and confusion among different sources Top barriers
why Customer Experience is difficult CULTURE not customer centric
ORGANIZATION not customer centric ANALYSIS not unified DATA not
simple OWNERSHIP not recognized
8. Everyday Opportunities & Challenges for the CRM Team 1.
Ensure the triple conversion: - convert prospects into buyers; then
buyers into loyalists and finally loyalists into
enthusiasts/evangelists/ambassadors 2. Ensure a positive and
engaged customer experience with limited resources & tight
budget 3. Deal projects with the whole organization that needs to
be informed and educated on the business impact 4. Be highly
flexible to reset short-long term priorities 5. Increase revenue
reducing costs
9. CRM e LArte Disciplinata della Pratica La teoria quando si
sa tutto e niente funziona. La pratica quando tutto funziona e
nessuno sa il perch. Noi abbiamo messo insieme la teoria e la
pratica: non c' niente che funzioni... e nessuno sa il perch!
10. ACQUISITION ACTIVATION RETENTION Homepage personalized Help
section, FAQ Live Chat, video, Contact Center CRM at work: Key
objectives & actions by channels DRIVE & EDUCATE SUSTAIN
& GROWTH RECOGNIZE & REWARD 1st activation recurring
email-sms programs with educational content & thank you
agreement Highlight the Contact Center/services/feature Special
discounts for trial Community area, forum Homepage highly
personalized with last search and preferences Ad hoc/recurring
segmented mails with a showcase product depth and breadth
Transactional mails/sms well personalized Bonus Raffle, instant win
Contact service dedicated with 1st line email and phone call Best
users treatment program differentiated for main levels by mail, by
outbound Boost Xsell & leverage alternates to buying Loyalty
program, Premium services, Guaranteed wins ONSITE MARKETING DIRECT
MARKETING CONSUMER MARKETING
11. Yesterday: email delivery was simple Today: in order to be
effective multiple drivers have to be considered to boost
conversions: - complex segmentation and frequency (triggered mail),
- responsive template (desktop, mobile, tablet), - spam, filters,
block images, unsubscribe, - dynamic content and scrolling, -
social integration. The DM communication plan has to be supported
by other channels: sms, snail mail, livechat, webinar, outbound CRM
& Direct Marketing: whats new?
12. CRM & Consumer Marketing promo: whats new? The current
social digital era requires to build promotions to engage users and
make them feel protagonists and excited
13. Make users feel special and unique Make users become brand
ambassadors Entertain users with a remarkable experience CRM &
special treatment programs Some customer clusters want feel part of
the organizational family, be recognized and rewarded for their
attendance Make users feel protagonist
14. CRM & the human touch a guaranteed success! Sometimes
kindness can solve problems
15. CRM versus an Integrated Customer Experience Communication
Management system CRM activity works better if there is a strong
link with the other departments It requires: Working actively close
to Contact Service Center Creating integrated initiatives with
Social Media, Product Marketing, PR and even with IT and Financial
Team
16. ONSITE SOCIAL PRINT ONLINE PR DM Integrated Customer
Experience Marketing Communication Management
17. 1. Offer customers multiple options for contacting the
company 2. 1st time resolutions: Respond fast to critical
interactions & apologize 3. Test, go live, ask for any
feedback, review, share insights and re-start 4. Frequency and
variety 5. Dont Wait: anticipate 6. Implement a caller segmentation
program 7. Reward and emphasize with human touch 8. Engage your
customers and the rest of the organization 9. Learn about your
customer needs 10. Dont claim for budget costraint or lack of
technology/resourses 10 suggestions for a good CRM inspired by the
Cat Wheel
18. Imagining the future of CRM
19. Promise or threat? Lets take a break! Enjoy and have a good
CRM day back @ work!
20. Un'anima sana non si fissa sull'aldil o sulla fine del
mondo, ma accoglie i tesori che trova nel tempo presente, nel luogo
che il fato le ha destinato. Essere attenti ai segni che la vita ci
manda, essere ben svegli il segreto? (Rudolf Steiner - Il genio
della scienza dello spirito) Connect with me on LinkedIn
http://www.linkedin.com/in/carmencimirro Follow me on Twitter
http://twitter.com/carmencimirro Flip my Mindfulness selections on
Flipboard https://flipboard.com/@carmencimirro/