CRM 2.0 Report 2009 Sponsored by Speed-Trap http://econsultancy.com/reports/crm-2-0-report Linus Gregoriadis Research Director Econsultancy.com Email: [email_address] Website: http://econsultancy.com

Overview Methodology Findings CRM 2.0 Implementing a CRM 2.0 strategy Integration of offline and online data Optimisation and personalisation Barriers to data collection and integration Questions CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

Methodology

Findings

CRM 2.0

Implementing a CRM 2.0 strategy

Integration of offline and online data

Optimisation and personalisation

Barriers to data collection and integration

Questions

Methodology Online survey in November and December 2008 More than 500 respondents 273 clients 209 agencies Best represented sectors: Retail, financial services, publishing Majority of respondents UK based CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

Online survey in November and December 2008

More than 500 respondents

273 clients

209 agencies

Best represented sectors:

Retail, financial services, publishing

Majority of respondents UK based

CRM 2.0 Survey Report | http://econsultancy.com/reports/report-u CRM 2.0

What is CRM 2.0? No longer top-down, one-dimensional approach Rather it is about: Recognising the impact of customer empowerment Building interactive communities Mutual value for company and customer Collaborative effort Customer strategy is corporate strategy Source: CRM 2.0 wiki CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

No longer top-down, one-dimensional approach

Rather it is about:

Recognising the impact of customer empowerment

Building interactive communities

Mutual value for company and customer

Collaborative effort

Customer strategy is corporate strategy

Source: CRM 2.0 wiki

Attributes of CRM 2.0 Attributes: Putting customers at the heart of decision-making Commitment to creating customer conversations Treating customers as individuals (online or offline) Focus on personalisation and targeting Integration between online and offline Capture and act upon behavioural data Cross-channel approach to personalisation and targeting CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

Attributes:

Putting customers at the heart of decision-making

Commitment to creating customer conversations

Treating customers as individuals (online or offline)

Focus on personalisation and targeting

Integration between online and offline

Capture and act upon behavioural data

Cross-channel approach to personalisation and targeting

CRM 2.0 Survey Report | http://econsultancy.com/reports/report-u Implementing a CRM 2.0 strategy

To what extent are the following statements true for your organisation? CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

To what extent are the following statements true for your organisation? Companies still have a long way to go in their move towards CRM 2.0 CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

Companies still have a long way to go in their move towards CRM 2.0

CRM 2.0 Survey Report | http://econsultancy.com/reports/report-u Data collection

Where do you collect data relating to the online channel? The most common data sources include email platforms (66%), web servers (64%), and online surveys and research (63%). CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

The most common data sources include email platforms (66%), web servers (64%), and online surveys and research (63%).

How do you collect data relating to the online channel? Web analytics platforms (87%), onsite search data (49%), and traditional log analysis (42%) are the most commonly used methods. CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

Web analytics platforms (87%), onsite search data (49%), and traditional log analysis (42%) are the most commonly used methods.

Data collection Sharp contrast between data actually collected and data thought to be useful Behavioural data: most useful (according to 68% of companies) but only collected by 45% of organisations. Geographical: not widely seen as useful, yet collected by 80% of organisations. Beyond just data collection, companies need to use data to gain actionable insights. CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

Sharp contrast between data actually collected and data thought to be useful

Behavioural data: most useful (according to 68% of companies) but only collected by 45% of organisations.

Geographical: not widely seen as useful, yet collected by 80% of organisations.

Beyond just data collection, companies need to use data to gain actionable insights.

Which of the following types of data do you collect or would you like to collect? CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report Most collected: geographical (80%), content viewed (74%) Would like to collect: aspirational (62%); engagement (38%)

Most collected: geographical (80%), content viewed (74%)

Would like to collect: aspirational (62%); engagement (38%)

Which of the following types of data are useful for targeting information or offers? CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report Most useful: behavioural (68%), transactional (64%), content viewed (62%)

Most useful: behavioural (68%), transactional (64%), content viewed (62%)

CRM 2.0 Survey Report | http://econsultancy.com/reports/report-u Integration of online and offline data

Storing customer records 79% of companies are multichannel (online and offline). 70% have a central repository for storing customer records. This data warehouse includes data from the online channel, according to 74% of companies CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

79% of companies are multichannel (online and offline).

70% have a central repository for storing customer records.

This data warehouse includes data from the online channel, according to 74% of companies

How many individual online customer records does your company handle? CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

Software Business Intelligence software used includes: CRM software used includes: Marketing automation software used includes: CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

Business Intelligence software used includes:

CRM software used includes:

Marketing automation software used includes:

Are you able to link data from the online channel with back office systems? 65% of companies are able to link online data to back-office systems CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

65% of companies are able to link online data to back-office systems

What types of data are you able to link up with back office systems? CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

CRM 2.0 Survey Report | http://econsultancy.com/reports/report-u Optimisation and personalisation

Are you able to perform any of the following techniques to optimise the user experience? CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

Are you able to perform any of the following techniques to optimise the user experience? Although many companies are not yet using these techniques, the majority aspire to using them in the future. CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

Although many companies are not yet using these techniques, the majority aspire to using them in the future.

To what extent does your organisation recognise that a visitor to your website will not always be “wearing the same hat”? CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

CRM 2.0 Survey Report | http://econsultancy.com/reports/report-u Barriers to data collection and integration

What are the main obstacles to successfully tying up online and offline customer data? Other business priorities are preventing companies from successfully tying up online and offline. CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

Other business priorities are preventing companies from successfully tying up online and offline.

Would you say that your organisation gets the type of data it needs from the online channel? 41% say that they don’t get required data from the online channel CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report

41% say that they don’t get required data from the online channel

Barriers to obtaining a single view of the customer CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report “ We cannot currently link online customer behaviour to a specific customer. Nor do we import offline data into our analytics system.” “ Lack of in-house resource to really look at and understand the data.” “ The fact that different analytics packages spit out different data - e.g. 40% difference in web visits between FastStats and Google Analytics.” Company response Agency response “ There is no single analytics package that gives collated stats from across the board of data types ('page' - rich media - transactions etc) and sources (website - email - syndicated channels etc.)” “ Cost. Most of the sophisticated analytics are far, far too expensive for what they provide.” “ No clear definition of the type of analysis required and to what end it can be used, less to do with the package than the users.”

Company response

Agency response

Questions? http://econsultancy.com/reports/crm-2-0-report CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report www.econsultancy.com All rights reserved. No part of this presentation may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright © Econsulancy.com Ltd 2009.

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