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  • Productorpricingless and lessunique factor. Sowhat do youthink is onlywaynow. Customerintimicy. How do youthink these peoplelike to interactwiththeircompanies?
  • The potential for IM is known and acceptedWhy are there so few very successful cases?Focus on cost cuttingDifficult to let the specialists from technology, marketing and channel operations work together successfullyDifficult to keep focus after first small stepsIM never gets high enough on the IT priority list (compliancy and cost cutting items prioritized)So, why do it now?Basics are done: web & customer service support basic interactionsFocus change: from cost cutting to value creationBlog’s, search engine optimation and social media are creating a fast growing source of inbound trafficNationwide Building Society: 15% Conversion, 220% Sales increaseMeryll Lynch:> 200% Sales increase of new products26% More new accounts won500% Increase on identified sales opportunities
  • The potential for IM is known and acceptedWhy are there so few very successful cases?Focus on cost cuttingDifficult to let the specialists from technology, marketing and channel operations work together successfullyDifficult to keep focus after first small stepsIM never gets high enough on the IT priority list (compliancy and cost cutting items prioritized)So, why do it now?Basics are done: web & customer service support basic interactionsFocus change: from cost cutting to value creationBlog’s, search engine optimation and social media are creating a fast growing source of inbound trafficNationwide Building Society: 15% Conversion, 220% Sales increaseMeryll Lynch:> 200% Sales increase of new products26% More new accounts won500% Increase on identified sales opportunities
  • PricingforMidMarket, avg 20 Mlncustomers

I suggest efinancials Presentation Transcript

  • 1. iSuggest© 2011 Tieto Corporation Martijn Feekes Marketing & Business Development Tieto, DTC NL martijn.feekes@tieto.com
  • 2. Inboundmarketing is HOT US Market Forecast Global Market ForecastForecast byMarketingFunctionalSegment © 2011 Tieto Corporation
  • 3. The dream of all B2C suppliers We want you We want to as our stay with supplier! you! I am going to I want to tell everybody,spend more I love yourwith you than service! your competitor!3 © 2011 Tieto Corporation 2011-10-05
  • 4. Customer interaction: KPI’s We want you We want to Customer value as our stay with supplier! you!  Customer ValueLeads Leads Suspect Conversion % Konversionsrate  Share of wallet  Retention Rate I am going to I want to tell everybody Ispend more know that Iwith you than love your your service!  Cost to Serve competitor! Time © 2011 Tieto Corporation
  • 5. iSuggest: Converts your inbound traffic © 2011 Tieto Corporation5 2011-10-05
  • 6. When a customer contacts you• It’s the timing of his/here choice• The customer is actively engaged• The customer wants something from you• The Customer is because of that more open to discuss his/here needs “Inbound marketing techniques have about 10 times the response rate of non-targeted outbound campaigns.” – Gartner, “Five Business Benefits to Be Gained From CRM Multichannel Campaign Management Inbound/Outbound Integration” , Adam Sarner, Gareth Herschel © 2011 Tieto Corporation
  • 7. Imagine your potential• How many clients contact you, day by day: • online, by phone, in person?• What would happen with your profitability, when at least 10% of them would respond to an offer ? Customer Support “My” domain Out There © 2011 Tieto Corporation
  • 8. What is iSuggest?“iSuggest is a real-time decisioning solution that provides best-next-actionrecommendations for each customer, wherever and whenever they choose tointeract. It takes contextual and situational customer behaviour into account. It isdelivered from the cloud (software as a service) with a pay as you go pricing model”Benefits • Analytically determines the right message or offer for each customer, at the moment of interaction (contextual and situational)• Convert cost- • Engage customer dialogue across inbound channels (Web, IVR, Call centres into Center, Branch, Kiosk, ATM) profit centres • Connect the customer “conversation” across all customer touch points• Low CAPEX • Reach opt-outs and other unreachable customers• Easy and fast implementation • Make every agent as good as your best • Leverages up-to-the-second customer data• IT is taken care of by Tieto • User interface designed for marketers8 © 2011 Tieto Corporation 2010-09-27
  • 9. Recommendations on the Web Pre-built salesforce.com client applet Recommendations in online banking environment © 2011 Tieto Corporation
  • 10. Recommendations: service desk © 2011 Tieto Corporation 27 februari 2010
  • 11. Recommendations: mobile Uw electriciteitsverbruik lag deze maand 10% hoger dan gemiddeld, maak nu gebruik van onze aanbieding voor LED © 2011 Tieto Corporation
  • 12. NPS: Not only sales improves• You can gather more contact and profile information and get marketing permissions (opt-in)• Customer satisfaction increases because the dialogue is focussed on the customer not on the internal process• Churn signals can be identified earlier and a retention offer can be made on the spot © 2011 Tieto Corporation
  • 13. In practice the results are beyondexpectation• Nationwide Building Society: • 15% Conversion, • 40% Sales increase• Meryll Lynch: 35% increase in revenues 55% improvement in client satisfaction 14% improvement in agent productivity 26% increase in customer retention 16 week implementation © 2011 Tieto Corporation
  • 14. ANWB Inbound Outbound • 125 million hits per year on • Large investments are ANWB.NL site made to generate leads to • 1,5 million contacts per year in our channels, via; the ANWB Contact Centers • Mass Media Advertising • 9 million visitors per year visit • DM and e-mail marketing our stores. • In-Store Advertising • 4 million members have access to magazines. • SEO, Social Marketing and web marketing • All these contacts are already paid for and channels are • Cost per Order is optimized continuously for costs increasing each quarter. per contact.14
  • 15. Not only sales increased.....• Add contact information • Profiling Now is the time!• Marketing permissions • Opt-in• Focussed on contact with customer, not merely on processes • Customer satisfaction• Churn identified, retention suggestion •  Customer loyalty15 © 2011 Tieto Corporation 2010-11-03
  • 16. Still: few succesful IM cases• No IT Focus: IM seldomly gets high enough on the IT priority list (compliancy, complexity and cost cutting items prioritized)• High Capex: Average investment is $600K for the manned channel and $350K for self service channels........ just for the licenses• Complexity: Difficult to keep focus after the first small steps, high maintenance for each campaign, with high involvement of both IT, Marketing and Channels © 2011 Tieto Corporation
  • 17. So, why iSuggest?• Inbound traffic meets conversion • Situational and contextual approach are key to conversion • Blog’s, search engine optimation and social media are creating a fast growing source of inbound traffic • Customer Service changes from cost cutting to customer experience and value creation • Time to leverage: basics are now installed in web & customer service support• Low Capex: • Inbound Marketing now delivered as a service • no investment in software, just pay as you use • immediately available • easy to test in a pilot campaign• No Complexity: • limited IT impact • ©Tieto and partners can take care of both 2011 Tieto Corporation
  • 18. Value Proposition Cross and Upsell 20% x-sell in customer base Efficiency 3x faster ramping of inbound marketing at less than 20% of the investments in in-house solutions Customer Experience 15% more retention4 © 2011 Tieto Corporation 2011-04-15
  • 19. iSuggest Martijn.feekes@tieto.com © 2011 Tieto Corporation19 2011-10-05