Outbound/Inbound altogether : use cases and return of experience


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Now that customers/consumers are always connected through online media such as the web, Mobile applications or social network, they aspire for the same level of personalisation that they get from your outbound campaigns, now real time.
Backed up by returns of experience based on Neolane Interactions, together with social media use cases to personalise on line interactions and get a wider knowledge of customer profiles, this presentation highlights the benefits and the success factors of an integrated inbound and outbound marketing approach.

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Outbound/Inbound altogether : use cases and return of experience

  1. 1. 11th June 2013Outbound/Inbound altogetherUse case & return of experiencesThomas DurandCRM managerthomas.durand@businessdecision.comTelephone: +33 6 60 91 62 06Jean-Michel FrancoInnovation & Solutions Directorjean-michel.franco@businessdecision.comTelephone: +33 6 67 70 01 32Twitter: @jmichel_franco
  2. 2. 2Business & Decision is a global Consulting & Systems Integrator2012: 221.9 M€22 500 Employees 16 Countries Multi-SpecialistBIPMEIMCRME-busExpertise recognized by thought leaders, software vendors and industry analysts• Business Intelligence & EPM “European Marketscope for BI Services”. Gartner• Customer Relationship Mgt & MDM “CRM Wordwide Magic Quadrant”. Gartner• E-Business “Interactive Design Agency Overview, Europe, 2013 ”. Forrester
  3. 3. From CRM to the front office transformation,at the crossroads of Business & Decision assets
  4. 4. +Strategic partnership since 2005Across NeolanesolutionsBeyond NeolanesolutionsAll along the projectlife cycleConsultingImplemen-tationTraining,Change MgmtManagedServicesUpgrades &HostingContinuousimprovement•Qlikview…Analytics• Informatica…Customer dataintegration•Gigya…OnlinechannelsCrosschannelcampaignsLeadMgmtMarketingResourceMgmtInboundmarketing50+ customers, 90+ consultants60 Project delivered in 7 countries (US, FR, UK, SP, SW, Benelux, TU)
  5. 5. Agenda123Real time Customer eXperience Management: why now?Return of experience with Neolane InteractionUse case: using Social Sign-on to identify & personalise inboundinteraction and integrate with outbound.
  6. 6. « Our customers are autonomous and they have already digitalised theirbuying journeys and our stores. And we are running behind» Olivier Godart - ButReal time Customer eXperience Mgmt:The customer point of viewCusto-mersAlways-on,multi-connectedOverloadedComplexand non sequentialsjourneysMulti-facets
  7. 7. Real time Customer eXperience Mgmt:The enterprise point of view• Lower cost per lead versus outbound (61%)• Higher transformation ratesInbound investmentsincreasing• 80% of entreprises aspire to better leverage « realtime » data in their marketing campaignsTime to leverage dataassets, just in time• 22% are already personalising web experiences…• 59% plan do so in the next 12 months1-1 marketing,finally maturing• 85% of enterprise have achieved ROI, including 54% ina small timeframe (counted in month)Concrete results,measurables ROIsSources : hubspot, Infogroup Targeting Solutions and Yesmail, Neolane
  8. 8. Inbound/outbound altogetherFrom a siloed approach To a federated approachCustomerData HubProduct and offerdata hubEligibility rules &RecommendationengineDigitalmarke-tingAdve-tisingSocialMobileWebCRMSalesE-com-merceMarke-tingSer-viceWeb siteMobileapplicationsSocialMediaContactcenterContentmarketingClientelingE-mailsEventsDirectmailTelemar-keting…Ads &banners
  9. 9. Agenda123Real time customer experience management: why now?Return of experience with Neolane InteractionUse case: using Social Sign-on to identify & personalise inboundinteraction and integrate with outbound.
  10. 10. RecommandationstatisticsDataChannel & CallContextWeights &scoringRulesEligibilityRulesOffer & ContentsCatalogChannelsNeolane Interaction:Recommandation EngineCallBest OfferCustomerbehaviour360°CustomerOther dataWebanalytics,…Presentation& resultsResults
  11. 11. Key points Project challenges► Fast deployment : 3 to 6 months(depending on offer catalog maturity)► Business: Multi-channel Ready for the future: recommendations on mobileapp channel or social channels Link with campaign management► IT : Very good real-time performance Easy Administration► Offer / Recommendation catalogdefinition► Recommendation objectivesdefinition► Data gathering► Organisation / Change managementNeolane Interaction:key points and challenges
  12. 12. Neolane Interaction:BenefitsFinancial Benefits Click Rate increaseTransformation rate increaseROI within 18 to 24 monthsUsers & Business Benefits • Better Marketing offers management• Better Customer view• Mutli-channel recommendations• Shared offers, history and statisticswith campaign management• Ready for the future: mobile / socialCustomer Benefits Better serviceBetter contentMulti-channel experienceBetter interaction with brandIT Benefits Low footprint on existing systemsTechnical PerformanceScalabilityEasy Administration
  13. 13. Agenda123Real time customer experience management: why now?Return of experience with Neolane InteractionUse case: using Social Sign-on to identify & personalise inboundinteraction and integrate with outbound.
  14. 14. What if customer identity was a cornerstoneof your digital marketing activity?Integrating Identity management and socialsign–on across online channels bring aunique opportunity to bridge your Digitalmarketing and CRM ActivitiesKnow your customerGet social profiles … with clear and transparentprivacy policyExtend the Customer 360° viewReach out to your customersConnect to your customers not anonymous contactsAttract your customerDevelop earned medias (likes, shares,recommendations…)Develop your customersDigitalise your loyalty and cross sell/upsell programs
  15. 15. How does it work ?Connect &manage opt-insGet access to theSocial profile dataExtend the 360° viewPersonaliseon-line sessionsEngageThe customer
  16. 16. From inbound to outbound: leveraging socialprofile for Email Marketing (source Gigya)Profile InformationName: Kevin WEmail: email@gmail.comGender: MaleBirthday: 08/18/83Location: New York, NYEducation: Stanford GraduateMarital Status: EngagedInterest GraphInterests: marathons, surf trips, web design, music festivals, NY sports, World CupActivities: running, surfing, soccer, camping, kayakingMusic: Run DMC, Black Eyed Peas, Foo Fighters, U2, Kanye WestMovies: Inception, The Shining, Jaws, Caddyshack, SevenTV Shows: Parks and Recreation, The League, The Soup, The Colbert ReportBooks: Steve Jobs, Hunger Games, OutliersGames: Farmville, Medal of Honor, Assassins Creed, Madden, Angry Birds, Gears of WarSocial Graph# of Friends: 222# of Followers: 4,256# of Connections: 500+
  17. 17. Announcing our partnership withGigya and NeolaneSocial InfrastructureCustomer eXperienceMmgt SolutionsHolistic MarketingplatformDesign customerjourneySocializethe websiteCreate/extend thecustomer360° viewDesign themarketingautomationsolution+ +