Maximum ROI with customer management 2.0. Implementing a successful CRM system integration

Driving the Internet of Marketing and Digitalization

Maximum ROI with customer management 2.0

Implementing a successful CRM system integration

London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella

Interoperability

The end of customer service?!2025

SaaS Acronymous CRM

Cloud-based CRM!

Artificial Intelligence!& customer service!1980s

Digital Rolodexes Database Marketing

2000

CRM SYSTEMS: A BRIEF HISTORY

1995

20101995/99

Social CRM

2005

2007 2015


Age of customer

Age of distribution

Age of information

Customer eXperience is today’s business benchmark.

“Customer Experience is the last source of sustainaible differentiation and the new competitive battleground.” (T. Bova, Gartner) Is it the end of branding and marketing? No. A strong brand strategy must guide the CX. The Brand is the reason to choose, the company identity, its uniqueness. Marketing is the voice of the brand both in and outside of the organization. CX role is to implement the brand promise.

TRANSPARENCY IMMEDIACY CONTEXT ON DEMAND


THE MANTRA : “Build, measure and learn.”


THE BUSINESS MODEL IS DEEPLY INTEGRATED WITH USERS’ RELATIONSHIP MANAGEMENT.

THE CUSTOMERS’ RELATIONSHIP IS MAINLY PRODUCT CENTRIC.

EXPATGENIUS: EARLY-STAGE MARKETPLACE



EXPATGENIUS: EARLY-STAGE MARKETPLACE


DO WE REALLY NEED A CRM? We do have an advanced CMS!

Account record Social presence verification

Sales potential & prospects

Segmentation for marketing campaign

and automation

Integrated analytics &

tracking

Historical view Partnerships potential

Team collaboration

tool

CRM: BEYOND SALES

USERS MANAGEMENT0

2

4

6

8

10

12 PRIORITIES Build relationship with users


FRAGMENTATION: Each Region/country slightly different implementation

SILOED : Sales and CSR involved. Marketing not involved.

CENTRALIZED: Frequent escalation, slow reactivity

UNDER USED: Sales reps not perceiving the value

WRONG DATA: Data not updated, poorly collected

HEAVILY CUSTOMIZATION:

Each country/brand implemented different features (custom objects)

NOT HARMONIZED: KPIs:

Not possible standard KPIs due to different implementations

THE CHALLENGES, AT A FIRST GLANCE


1 CRM as key tool within a Integrated Digital Strategy!

2 Employee engagement: usability&perceived value!

3 Governance: from centralized to Hub&spoke!

4 CRM 2.0: from Company centric to Consumer centric approach!

FROM CRM1.0 TO CRM 2.0


Newcustomeracquisi9on.Up-selling/cross-selling

GROWTH

RecurrentOrdersPromosalesUp-selling/cross-selling

RETAIN

Loyaltyprograms(Repanet,Fivestaretc)

RETAIN Complainsandclaims

Customercare

SUPPORT

SUPPORT

Distribu9onPOD,endcustomer(powder)

DELIVER

eOrderingeCommerceeLearning

BUY & LEARN


EMPLOYEE ENGAGEMENT

Why should I spend my time on DATA INPUT

When I do know my customer


37% 43% 72%

THINK CRM IS NOT USEFUL

USE HALF OF CRM FEATURES

THINK CRM IS DIFFICULT TO USE since years?

9

3

1

4

12

10

15 16

6

5

11 8

Ease of Execution

“Must Haves”

“Low Hanging

Fruit”

“Lower Value and Harder to Implement”

“Quick Hits”

1.  Mobile Application 2.  Account and Territory Planning 3.  Route Planning 4.  Content Management and

Sales Enablement 5.  Simplify Call Report process 6.  Opportunity to Quote/Offer

solution 7.  Collaboration through Chatter 8.  Case with SLAs 9.  Integration with MS Outlook 10.  Sales reviews with

Dashboards 11.  Customer Story Tool 12.  Lead Mgmt and Scoring 13.  Customer on-boarding 14.  Simplify Pricing model 15.  Simplify Credit and Debit

notes 16.  Simplify Lab work requests


Bus

ines

s Va

lue

SALES REP. PAIN POINTS SOLUTIONS VALUE MAP

024681012

024681012 SIMPLICITY

TEAM COLLABORATION

MOBILITY

CONTENT MANAGEMENT

CAMPAIGN MNGT.


DIFFERENT STAGES, SIMILAR PRIORITIES


Continuous process of simplification

Rewarding system, advancement opportunities

Development Training based on personal strengths

2

1

3

STORYTELLING or COTENT MARKETING doesn’t mean telling stories.

Content shared must be true and autethic

WHO IMPLEMENTS DEVELOP&EXECUTE STRATEGIES

TEAMS WORKSHOPS

COMPLEXITY AWARE

VALIDATION/TESTING

USERS NEEDS FIRST

UX/UI CONSIDERED

STRATEGY PART OF LINE MANAGEMENT

SMALL RISK-TAKING

CREATE PURPOSE FLAT ORGANIZATION

REWARD&FUN

NO HIPPO DECISIONS

LEARN TO MEASURE

AGILE PROJECT MGT.

THEORETICAL LENGHTLY WATERFALL IMPLEMENTATION

LEARNING AT EXECUTION SEPARATION DESIGN/EXECUTION

SILOS ORGANIZATION


Top-down Strategy

Lean Strategy Execution

TOWARDS A LEAN STRATEGY

CRM 1.0 & CUSTOMER SUPPORT

POSITIVE: all claims on CRM Granularity. Sales-CSR-product teams involved

CHALLENGES: Traditional channels only Many steps to solve issues Frequent escalation Mktg team not involved Recognise CS critical role

customer Call center/ sales rep. Key user

Global Service desk

L2 Support team

Identify Issues

Raise Ticket

Assess Impact Resolve tickets Decide escalation

Assigns Ticket to L2 support team

Global Core Team

Impact assessment Prioritization Global Communications Release schedule


GOVERNANCE: MOVE TO HUB&SPOKE

DECENTRALIZED CENTRALIZED HUB and SPOKE


DIGITAL DARWINISM

To be competitive in the Digital Darwinism era is a MUST to change the HOW TO .

“”


DIGITAL DARWINISM

To be competitive in the Digital Darwinism era is a must to change the HOW TO

“”

MARKETING, CSR, IT AND SALES WORK TOGETHER. CRM integrated with Marketing automation tools, ERP,

brand websites, eCommerce and their analytics. London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella

CRM integrated with Marketing automation tools, ERP,

brand websites, eCommerce and their analytics.

MARKETING, CSR, IT, SALES: TOGETHER

London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella customer employee partner

ChannelOffline-inpersonmee8ng

Channelindirect-email,contactform,survey,NPS

Channel–callcentre,phonecalls,SMS

LEGACY SISTEMS

ERP DATA WAREHOUSE

PARTNERS SISTEMS

SALES MARKETING CS

CRM 1.0

TOWARDS A CRM 2.0


WHO WHAT WHEN HOW LONG SATISFACTION

CONTEXT

INTENT

GEOLOCATION

SOCIAL INFORMATION

SOCIAL SHARING

RANKING &REVIEWS

MOBILE

MICROMOMENTS

LISTENING

Digitalchannelsanddata:socialmedia.Ecommerce,mobile

ChannelOffline-inpersonmee8ng

Channelindirect-email,contactform,survey,NPS

Channel–callcentre,phonecalls,SMS

LEGACY SISTEMS

ERP DATA WAREHOUSE

APIs

partner

SALES MARKETING

customer

CS

CRM 2.0!

employee

FEEDBACK

communities London, June 19 th - 21st 2016 LUISELLA GIANI | @luisella

DON’T USE AUTOMATION FOR

PERSONALISED CUSTOMER

INTERACTIONS


“A customer experience is defined by the customer, for

the customer, at each touchpoint, each time.”

E. Kolsky

THE CONVERSATIONAL ECONOMY

Messaging applications Voice-controlled computing Bots and services within apps


46%

40%

33%

31%

31%

27%

21%

Sites don’t provide details like address and open hours

Can’t get immediate answers to simple questions

Poor quality contact facilities

Confusing website navigation

Finding services takes too long

Questions not answered in hours

Not accessible via mobile

46% 40%

33%

26%

24%

24% 19%

Quick emergency answers

Forwarding to appropriate human

Buy basic items

Complaint resolution

Mailing List

Booking

Pay bills

Preditced uses for Chat bots

Econsultancy 2016

FRUSTRATIONS WITH ONLINE SERVICES

Used 115.000 times in the first month +40% questions overnight

+250% YoY

avg. 5 questions/ minute

Peak days: 13 questions/ minute

1 questions every 5 seconds

CUSTOMER CARE&CHAT BOTS

Launched July 2015


BOOKING CHECK IN BOARDING PASS


MayMarch

April June

BUILD: Released BOT framework

F8: Opened up Messenger platform

I/O announced Allo messenger and voice-enabled home speaker

Alexa accessible via brower

Prize for Bot developers WWDC: opened up

iMessage to 3d party and announced Siri SDK

By 2020 the customer will manage 85% of its relationship with an enterprise without interacting with a human. Gartner

“”

April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @[email protected]!@luisella linkedin.com/in/luisellagiani

Luisella Giani!