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CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
CRM yesterday today tomorrow
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CRM yesterday today tomorrow

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How CRM principles remain the same, but interactions change with search, social media and mobile

How CRM principles remain the same, but interactions change with search, social media and mobile

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  • 1. CRM Yesterday, Today & Tomorrow Angeli Beltran | Managing Director | Dentsu Mobius |@angelibeltran
  • 2. “The  purpose  of  a  business  is  to     create  and  keep  a  customer.” -­‐  Peter  Drucker  
  • 3. Nestlé Club “Good Food, Good Life”
  • 4. Nestlé Club “Building  a  life-­‐long  rela0onship  with   consumers  is  important  to  Nestlé.” -­‐  Au  Alipao,  VP  Consumer  Services,  Nestle  Philippines
  • 5. Nestlé Club Yesterday (c late ‘90s) • • • • • • Enjoined  125,000  high  value  member  households Member  communica0ons  via  personalized  direct  mail  and  magazines Brought  members  to  interact  with  each  other  via  Brand  and  Club  Events New  Product  and  Recipe  Development  via  Test  Kitchen Customer  feedback  via  Hotline,  PO  box   Member-­‐Get-­‐Member  program
  • 6. As a result, • Program  increased  the  share  of  Nestle  brands  within  the  “cupboard”  among   • • • members  from  5  out  of  10  to  8  out  of  10.   Nestle  Club  member  base  had  significantly  more  insistors  and  preferrers  for   Nestle  brands  vs  non  member  base. Members  regularly  recommended  Nestle  brands  to  their  family  and  friends Members  gave  feedback  via  mail  and  phone  calls
  • 7. What is CRM? Building stronger relationships with customers by delivering delightful experiences at every customer interaction, ultimately winning customer’s advocacy, resulting to the business’ long term profitability.
  • 8. Simply, MY BRAND
  • 9. What customers want has not changed • • • • • • • • Know  who  I  am Communicate  Relevantly Listen  and  Respond  to  Me Be  Consistent Surprise  and  Delight  Me   Involve  Me Value  Me Empower  Me
  • 10. Technology : change in behaviour and communications Consumers  gather  informa0on  and  share  readily  to  others AZen0on    Interest      Search        Ac0on        Share
  • 11. The Age of the Empowered Customer •Collaborate  with  brands •Personalized  experience   •Highly  informed  and  empowered  by   internet  and  social  channels •Highly  communica0ve •Socially  connected •Need  to  feel  valued  con0nuously
  • 12. The Traditional Funnel The  Tradi0onal  Funnel  was  Linear
  • 13. CRM Yesterday • Priority:  capture  data  for  direct  communica0ons • S0ll  one-­‐way,  and  adver0sing  focused • The  “earned  media”  was  a  consequence  and  “measure”of  loyalty Paid Owned Earned Magazine  Coupons Magazine  Inserts Survey  Forms Mailers Inserts Events Email/Phone Member  Get  Member WOM Database
  • 14. Exhibit 2 of 4 The consumer decision journey 3 Glance: The decision-making process is now a circular journey with four phases: initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and postpurchase, when consumers experience them. The Consumer Decision Journey Exhibit 2 Exhibit title: The consumer decision journey The consumer decision journey A  Circular  Journey 2 Consumers add or subtract brands as they evaluate what they want. 1 Active evaluation Information gathering, shopping The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points. Initialconsideration set 3 Ultimately, the consumer selects a brand at the moment of purchase. Loyalty loop Moment of purchase Trigger Postpurchase experience Ongoing exposure 4 After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey. How consumers make decisions
  • 15. CRM Today • Paid  Media  to  acquire  new  customers  by  driving  them  to  the  owned  channels • Owned  channels  are  opportuni0es  to  learn  more  about  customers,  predict  behavior   • to  understand  and  meet  needs Earned  Media  is  a  placorm  to  bring  together  influencers  and  advocates  to     collabora0vely  engage,  amplify  Word  of  Mouth,  gather  and  respond  to  customer   feedback Paid Google  Ads Display  Ads Social  Ads Owned Website  (custom  content) EDM Brand  Communi0es Customer  Service Database Earned Social  Media  Sites Bloggers Reviews Communi0es
  • 16. Relationship with the Empowered Customer • Learn  who  your  customer  are • Understand  what  your  customers  want • Engage  them  in  a  dialogue • Empower  them!
  • 17. Dell Listening and responding to what customers want • Dell  asks  their  users  to  openly  rate  and  review  their  products • The  feedback  provides  input  to  product  development • Any  product  that  have  consistently  lower  than  3  star  ra<ng  are   discon<nued.  
  • 18. P&G Helping moms solve everyday problems • Launched  supersavvyme.co.uk  in  2009,  connec0ng  P&G’s  porcolio  of  brands  to  millions  of   moms. • Demonstrated  how  P&G  brands  solve  problems  in  mom’s  lives
  • 19. P&G Helping moms solve everyday problems Mission  Control  serves  as  a  mul0-­‐tasking  tool  to  help  organize  their  lives.     Co  created  applica0on  made  by  moms  for  moms Mums  were  also  able  to  reap  rewards,  unlock  s0ckers  which  they  could  swap  for  coupons,   crea0ng  a  huge  peak  in  sales
  • 20. Canon EOS Creating a community for EOS Photographers Challenge Extend  the  life0me  value  of  the  EOS  customer  by  driving  the   sales  of  lens,  accessories  and  body  upgrades.
  • 21. Canon EOS Creating a community for EOS Photographers Customer)Need) •  Inspira)on+ •  Hone+and+ Prac)ce+his+Cra3+ •  Connect+with+ Fellow+ Photographers+ Business)Opportunity) •  New+skill+sets+have+ to+be+matched+by+ new+tools+
  • 22. Canon EOS Creating a community for EOS Photographers Core  CRM  Idea:     Partner  in  your  quest  for  perfec0on Teach&me&% Help%me%perfect%my%cra-%with% your%exper4se%and%experience% Connect&me%% Introduce%me%to%a%world%where% we%all%understand%each%other% Value&me% Rewards%and%Recogni4on%
  • 23. Canon EOS Creating a community for EOS Photographers
  • 24. Canon EOS Creating a community for EOS Photographers
  • 25. KMS California Empowering Stylists to be their own brand Challenge Brand  has  very  liZle  awareness,  and  for  the  few  who  know   of  it,  KMS  is  not  an  innova0ve  or  trendy  brand a brand of
  • 26. KMS California Empowering Stylists to be their own brand Customer  Insight If  stylists  are  empowered  to  further  develop  their  individual   crea0vity  in  style  and  business,  they  can  differen0ate   themselves  in  the  market.  
  • 27. KMS California Empowering Stylists to be their own brand Customer)Need) Business)Opportunity) •  Inspira)on+ •  Hone+and+ Create  their  own Prac)ce+his+Cra3+ brand  as  a  stylist •  Connect+with+ Fellow+ Photographers+ As  KMS  supports  them •  New+skill+sets+have+ their  individual  expression,   to+be+matched+by+ there  will  be  more  styles  using new+tools+ KMS  products
  • 28. KMS California Empowering Stylists to be their own brand Core  CRM  Idea:     FREEDOM OF INDIVIDUAL STYLE EXPRESSION KMS empowers you to develop your own brand to further grow your business
  • 29. KMS California Empowering Stylists to be their own brand
  • 30. KMS California Empowering Stylists to be their own brand Concept:    “Who  are  You?”   KMS  styles  co-­‐developed  with  stylists  
  • 31. KMS California Empowering Stylists to be their own brand KMS  styles  co-­‐developed  with  stylists  
  • 32. KMS California Empowering Stylists to be their own brand KMS  Pro  Stylist  Educa0on  Program PERSONALIZED STYLE RECOMMENDAT What‘s your style? A consultation, recom mendation & retai ling system that represents the KMS California vision on how to create personalized looks and how the client wants their hair to look when they leave the salon and between visits. This semi nar and class map are designed to build stylist’s skills to deliver superb clien t satisfaction through a stepby-step consultation process that goes beyond the in-salon experienc e. outstanding, perso nalized consultati ons beyond the normal. Tuition: Isinveru ptiur ION Early booking bonu s: Isinveruiur Seat ing: Isinveru ptiur What to bring: Isinve ru ptiur, od et facea qui aperum re nitint modi tate venimol entor e dolut lant, quaerio este quas ent, ut harita qui dita comnimi, officie ndesto oditiusame t quas sum sitiore, santintore nosc scs Provided: Isinveru ptiur, od et faceaqui aperum re nitint moditate venim ol entore dolut lant, quaerio home care, tools and how to incor porate the consultation into the entire service. to help clients recre 15462_KMS_EduPortfolio12.indd 6-7 ate looks at home. 21.07.11 14:54
  • 33. KMS California Empowering Stylists to be their own brand Digital  Placorms  to  empower  individual  style  expression
  • 34. KMS California Empowering Stylists to be their own brand mySalon  APP  as  insalon  consulta0on  tool,  allowing  stylists  to  manage  their  clients  in  an   innova0ve  way
  • 35. KMS California Empowering Stylists to be their own brand mySalon  APP  as  insalon  consulta0on  tool,  allowing  stylists  to  manage  their  clients  in  an   innova0ve  way Remember client‘s styles
  • 36. KMS California Empowering Stylists to be their own brand mySalon  APP  as  insalon  consulta0on  tool,  allowing  stylists  to  manage  their  clients  in  an   innova0ve  way Manage Appointments
  • 37. KMS California Empowering Stylists to be their own brand mySalon  APP  as  insalon  consulta0on  tool,  allowing  stylists  to  manage  their  clients  in  an   innova0ve  way Customer database
  • 38. KMS California Empowering Stylists to be their own brand mySalon  APP  as  insalon  consulta0on  tool,  allowing  stylists  to  manage  their  clients  in  an   innova0ve  way Order products directly
  • 39. Volkswagen China Creating the People’s Car with the People Challenge How  can  Volkswagen  be  “the  people’s  car”  in  a  highly  compe00ve  market  that  demands   foreign  brands  to  localize  their  products?
  • 40. Volkswagen China Creating the People’s Car with the People Solu0on Create  the  people’s  car,  with  the  people!
  • 41. Volkswagen China Creating the People’s Car with the People Results •Received  121,000  ideas  for  future   automobiles  from  more  than  300,00   registra<ons. •Volkswagen  used  a  young  girl’s  idea  to   develop  the  floa<ng  car,  and  produced  a   video  to  demonstrate  “how  it  could  work”   with  electromagne<c  roads.  The  video  went   viral  with  more  than  13M  views. •The  campaign  generated  aGracted  11.6   million  unique  visitors,  with  3.1  million  fans   on  social  networks  (415,845  followers  on   Weibo) •The  brand  increased  unaided,  top-­‐of-­‐mind   awareness  by  8.3%
  • 42. Volkswagen China Creating the People’s Car with the People
  • 43. CRM Yesterday vs Today Yesterday Today
  • 44. CRM Tomorrow?
  • 45. Tomorrow’s Technologies •Integrated  func0onality   •Build  informa0on  connectors  between  disparate   placorms  to  filter,  process  and  analyze  data  to   produce  tangible  and  ac0onable  intelligence •Populate  social  customer  profiles •End-­‐to-­‐end  cloud  services,  and  connect  with   customers  in  any  channels  they  desire •Customized  web  content,  targeted  marke0ng
  • 46. Technologies may change, but what customers want remain the same • • • • • • • • Know  who  I  am Communicate  Relevantly Listen  and  Respond  to  Me Be  Consistent Surprise  and  Delight  Me   Involve  Me Value  Me Empower  Me
  • 47. “The  purpose  of  a  business  is  to  create  and   keep  a  customer... to  do  that,  you  have  to  do  those  things  that   will  make  people  do  business  with  you.   All  other  truths  on  this  subject  are  merely   derivaOve.” -­‐  Peter  Drucker  
  • 48. CRM Yesterday, Today & Tomorrow Angeli Beltran | Managing Director | Dentsu Mobius |@angelibeltran

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