onlinetreffen ARC Europe

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ANWB, ADAC, FDM, OAMTC, TCS …

ANWB, ADAC, FDM, OAMTC, TCS
Online treffen, held in The Hague, Netherlands,

Hosted by: Iwan Banens and Guido Gihaux
ANWB

16-01-2010

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  • Visie van de ANWB
  • Mensen willen het geruste gevoel dat: Er iemand voor hen opkomt, dat dingen worden geregeld. Ze de beste keuze hebben gemaakt. Welke auto moet ik kopen? Wat is de beste vakantie voor mij? Hoe kom ik snelste van A naar B? Alles goed komt. Ze willen voorkomen dat zaken misgaan en ze willen hulp als dat toch gebeurt. Om een indicatie te geven wat de ANWB allemaal is heb ik hier een landschap getekend van ons productportfolio geeft je een beetje een beeld. Belangrijk is dat we vanuit de klant blijven denken en het algemene belang in de gaten houden. What's in it voor onze leden. Hebben ze er belang bij. Naast het sec commerciële belang proberen we het maatschappelijke belang in de gaten te houden zie bv autokosten project over rekeningrijden.
  • Autoriteitsgebieden: Vakantie, Vrijetijd en Mobiliteit
  • Een vraag die ik graag als voorbeeld wil laten zien. Hoe boekt iemand nu een verzekering online. Wat is zijn pad dat hij aflegt? Bovenstaande illustratie als voorbeeld. Het is niet zo als dat het lijkt. Er zitten meer stappen tussen dan dat je denkt. Kijken we naar het customer lifecycle (van oriëntatie, transactie naar after-sales)
  • Een voorwaarde voor succes: de omslag van zenden naar interactie, samenwerking van verschillende onderdelen
  • Voor de anwb betekent dit dat we de dialoog aan moeten gaan met onze leden.
  • The ANWB recommends the POST theory (People, Objectives, Strategy, Tools) developed by Forrester. Step 1: Listen to the P eople (because you will get insight into what your members are saying about your brand and your products, which enables you to understand their needs and questions) [Note: the ANWB is currently monitoring the buzz around the brand within our Webcare pilot. Our Consumer Insights Department has gained insight into personas and their behaviour]. Step 2: set your O bjectives (part of the objectives is to: connect with our members, improve product features, gain insight, improve distribution channels, welcome feedback/ co-creation, and gain more media coverage). [Note: Depending on the webcare pilot, the ANWB will set up clear objectives.] Step 3: set up a S trategy & Guidelines , for example “soft-sell strategy”. The strategy is based on objectives: you need to know what you want to do with these insights. Are your marketers implementing the suggestions regarding product improvements, is your PR team responding to possible issues, have you made content easy to share and provided tools for User Generated Content, have you developed a multidisciplinary webcare team to interact with our members?) [Note: by the end of 2009, the ANWB will have UGC and the results of the webcare team pilot will be available. Marketers are instructed to use social media and to develop plans for using mobile applications in their business development plans] Step 4: Use T ools (which technology will you use: blogs, seminars, white papers, forums, wikipedia, podcasts,vodcasts?). [Note: the ANWB is generating a toolkit on the intranet for our marketers to use] Start with objectives and strategy – not with tools!
  • Online and offline activities will become more and more integrated into the daily life of our members. We need to stay connected with our members and present our added value. The customer journey doesn’t take place solely on the internet or exclusively in the shops. The journey is an integrated part of all adjusted customer touch points together. We need to be where our members are. The marketing conversion funnel: people are being increasingly stimulated by more and more outside influences. This demands a greater presence on the part of the clubs.
  • Versmelting van verschillende disciplines
  • Emerging media implies the use of social networks (like LinkedIn, Facebook, Twitter) social media (webcare activities) and mobile marketing (mobile applications for iPhone, Google Android) *Twitter is being used by the ANWB traffic information department to show where the traffic jams are in an additional communication channel (large Dutch companies follow this information). *Also, as a pilot project, the ANWB monitors blogs, forums, review sites and social networks via the BuzzCapture tool: a tool that registers what is said about your brand on blogs and forums *The ANWB launched 2 iphone apps (one is currently no. 1 in the Dutch market in the “services” category). The ADAC has launched a popular iphone app as well. *In the weeks ahead, we will start a pilot to test a “webcare team” (contact centre agents who respond to online questions, suggestions and requests).
  • More collaborative and realtime content : google added real time search results in beta. So updating your website or
  • Service excellence will drive future sales and customers
  • More People Around The World Get Their News Online From Google News Than CNN Facebook Connect as OpenID and Google OpenID Hulu has more episodes being watched online vs tv

Transcript

  • 1. Iwan Banens & Guido Gihaux Welcome @ ANWB Online
  • 2.
    • Introduction
    • ANWB Online presentation
    • Presentation OEAMTC
    • Coffee break
    • Presentation TCS
    • Presentation ADAC
    • Lunch break
    • Presentation FDM
    • Summary of Benchmark figures
    • Coffee break
    • Open discussion / collaboration options
    • Wrap up
    • Flight home sweet home….
    Agenda
    • 09.00 – 09.30
    • 09.30 – 10.00
    • 10.00 – 10.45
    • 10.45 – 11.00
    • 11.00 – 11.45
    • 11.45 – 12.30
    • 12.30 – 13.15
    • 13.15 – 14.00
    • 14.00 – 14.30
    • 14.30 – 14.45
    • 14.45 – 16.30
    • 16.30 – 17.00
    • Later on:
  • 3.  
  • 4. Mission ‘ We help people to go their own way’ We help to choose People Government industry security liberty We help to solve problems We help to fill gaps together individual Stand up for me Help me if I am in trouble Help me choose
  • 5.
      • To present portfolio from an integrated concept
      • Holiday | Leisure | Mobility
  • 6.
      • The changing Customer Journey
    Bert goes to anwb.nl It costs him about 10 min to calculate his quotum The same day he is insured Bert besluit naar ANWB.nl te gaan om meer informatie te krijgen over de auto- verzekering die hij zoekt Instead of 2 click within ten minutes... Bert looked at the ANWB car insurance triggered by an ad from a referral Een paar weken later leest Bert over de ANWB verzekering in Autovisie Bert belt naar het contact center voor meer toelichting, en kijkt voor een onafhankelijk oordeel op Independer Hoewel het aanbod Bert aanspreekt , zet Bert vraagtekens bij het online afsluiten. Dus vraagt hij een vriend om raad In dezelfde periode besluit Bert de nieuwe Golf te kopen. Hij vraagt de autoverkoper of die een goede deal heeft De verkoper vertelt Bert over een unieke aanbieding op ANWB.nl met korting op de verzekering bij aankoop van VW ...8 steps in four weeks Oriëntate Transactie Aftersales
  • 7. Plans 2010
    • Guido Gihaux
  • 8. Targets 2012 2009 Product focused Member acquisition Single-channel Turnover focused Selling ANWB Content Mass Traditional member organisation Goals 2011 Customer Orientated Member retention Multi-channel ROS focused (5%) Cross-Selling ANWB / UGC Content Personal Modern member organisation
  • 9. From Publication, to portal with interaction to part of the community The old model of guiding The ANWB writes, the member reads The portalmodel Content is leading ANWB provides the basis of content and platform; Members and partners add content and consume Interaction instead of publication From ‘all about the content’ to ‘it regards the platform’ The new platform model
  • 10. Being more Persona effective . … Bert Arthur Margot
  • 11. Personas Arthur Margo From: Customer focused / To: centralised productportfolio around customer Bert
  • 12. Virtual Guardian Angel Traditional web = ANWB Online Mobile internet Apps eReader Narrow Casting Social Media Technology enabeled Sales, Selfservice and Information devices
  • 13.  
  • 14. Dialogue | Start interacting with your members Trends 2010
  • 15. The market has a new evolved member . Our members want us to listen They want to join the conversation on products and services, listen to each other They want to decide upon brand and product They want to be heard regarding mobility They want to have personal service. Always.
  • 16. Attention From: Content The added value is changing…. To: Services Interaction Participation Content is no longer ‘King’. Interaction is. Content is only there to stimulate interaction
  • 17. POST theory developed by Forrester
    • Step 1: Listen to your P eople
    • Step 2: set your O bjectives
    • Step 3: setup a S trategy & Guidelines
    • Step 4: Use T ools
  • 18. What will the vision be for the future?
    • Online and offline activities will integrate
    • Connected members
    • Integrated customer journey
  • 19.  
  • 20. Press relations Contact Center Marketing Strategy & Innovation Webcare SocialMedia ANWB Online Communications Info upon product propositions Monitoring Brand and sentiment Monitoring market opportunities Monitoring online needs and measure channel information To observe and prevent issues Problemsolving + to outshine customer expectations
  • 21. “ Brand Ambassadors” are your employees
  • 22. Corporate Social media policy Create clear guidelines upon content sharing and discussing on publications
  • 23. Social media and mobile marketing
    • Webcare team
      • Listen to our members
      • Improve our marketed product
      • Cost efficiency in contact center
      • Generate word of mouth
    • Use of Twitter
    • BuzzCapture (pilot)
    • Mobile / iPhone apps
  • 24. trends
    • Mobile:
      • LBS (location aware)
      • Integrated with physical world
      • Built-in payment model (impulsive)
      • Portable
      • AR
  • 25.
    • Crowdsourcing
    trends
  • 26.
    • Microblogging
    trends
  • 27.
    • Micro payments for quality content
    trends
  • 28.
    • UGC is still growing:
      • Personalised recommendation (recommend things based on the individuals past behaviour)
      • Location Based recommendation (recommend things based on your portable behaviour)
      • Social recommendation (recommend things based on the past behaviour of similar users)
      • Item recommendation (recommend things based on the item itself)
      • A combination of above four
      • (Un)friending
    trends
  • 29.
    • Wider monitors for more Horizontal scrolling content
    trends
  • 30. The purchasing journey discover explore purchase engage
  • 31. discover explore purchase engage Customer Care Email Retailer sites Web site Stores Web site Retailer sites Stores Web site Reviews Retailer sites Promotions Ads Sponsorships WOM Search Sponsorships Consumers connect via various channels throughout the purchasing journey
  • 32. Enrich the Experience discover explore purchase engage User Content Expert Advice Click/ bricks Clubs Internet in shops Shadow- browsing Narrow casting Affiliate strategy Referral strategy Merchandize Merchandize
  • 33. What does this imply for us?
    • Online activities must be customer-focused
      • Service excellence
    • Online activities must be multi-channel
      • Channels must be consistent and complementary…
    • eBusiness must be intelligent
      • Data led
      • Personalized
      • Using real-time information
    • eBusiness will become on-demand
      • Supported by mobile
      • New shopping experiences
  • 34. Show versions of the site according to stage in consumer lifecycle (behavioral targeting) Repeat visitors New customers
  • 35. Sports Ilustrated Tablet Demo
  • 36.
    • Magazines in a more interactive/rich format (wiki, digital, video)
    trends
  • 37.
    • Its in the Cloud…
    trends