Speed-Trap CRM 2.0. Survey

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

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

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/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/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%).

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.

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.

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%)

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%)

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

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:

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

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.

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.

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

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.”

Questions?

http://econsultancy.com/reports/crm-2-0-report

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