De lijn | The road towards customer engagement | #dmf2013

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De Lijn has known a continuous growth in number of travellers since 2000. Increasingly acknowledging the importance of the relationship with the customer, De Lijn is transforming from a product driven organization into a customer centric organization to continue this growth.
To help realize this, De Lijn, Selligent and RealDolmen are creating a future proof marketing platform that will improve the customer experience and optimize marketing campaigns.

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De lijn | The road towards customer engagement | #dmf2013

  1. 1. www.realdolmen.com THE ROAD TOWARDS CUSTOMER ENGAGEMENT At De Lijn DIGITAL MARKETING FIRST #DMF2013
  2. 2. Maarten Bekaert RealDolmen CRM Consultant ‘Technology Marketing’ Previous: Cantab / Velocitas / HP – Lead Manager GWE maarten.bekaert@realdolmen.com DIGITAL MARKETING FIRST #DMF2013
  3. 3. THERE IS NOTHING PERMANENT, EXCEPT CHANGE - Heraclitus DIGITAL MARKETING FIRST #DMF2013
  4. 4. MARKETING IS CHANGING TOO. . .
  5. 5. Content contact is King
  6. 6. ME ME ME! all about me
  7. 7. The Customer Journey
  8. 8. Unstructured Unpredictable Individual Crosschannel
  9. 9. Marketing at De Lijn
  10. 10. De Lijn Vlaanderen Antwerpen Limburg Oost-Vlaanderen Vlaams-Brabant West-Vlaanderen • Above the line marketing • Local campaigns • Limited e-mail • Dispersed marketing tools • No segmentation • Re-inventing the wheel DIGITAL MARKETING FIRST #DMF2013
  11. 11. Set out your route Personalized marketing Preference based marketing Align central & local campaigns Share knowledge
  12. 12. First stop
  13. 13. ig data
  14. 14. CDI Customer Data Information
  15. 15. Second stop +
  16. 16. + Marketing resource management Marketing automation Budget & Planning Campaign management Contact preferences Conversation marketing Interactive marketing
  17. 17. START Opt-in campaign gather email adresses DIGITAL MARKETING FIRST #DMF2013 Landing page Multi page webform
  18. 18. next? coming DIGITAL MARKETING FIRST #DMF2013
  19. 19. Personalized marketing Travel route info Subscriber retention DIGITAL MARKETING FIRST #DMF2013
  20. 20. Drive up digital interactions… New campaigns … but not all the way New website Integrate mobile apps? … DIGITAL MARKETING FIRST #DMF2013
  21. 21. DIGITAL MARKETING FIRST #DMF2013
  22. 22. For more information: visit our website WWW.REALDOLMEN.COM/CRMbyTraviata For more information: visit the website www.selligent.com

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