Marketing automation              and customer experiences :                best and next practices              in the Co...
Business & Decision is aGlobal Consulting and System Integrator2010 revenue : 237 M€                                      ...
CRM @ Business & Decision                           2010                   Our track record with Neolane         Revenue  ...
Our approach for Customer Experience Management   Marketing                                                        Social ...
Time is now for convergenceFocused on interactionsand conversationsAiming at customerexperiences, satisfaction,loyalty and...
Balancing Customer Experience With MarketingProductivity   Productivity : the Gartner marketing map                       ...
Leveraging social CRM to drive customer centric                   journeys across the customer live cycleSource : Fabio Ci...
Enterprise social networks : how to align with your     CRM initiatives ?Functional  scope                              Li...
Example of Engagement scenario : from an « unknown » follower …           to a qualified contact … to a promoter          ...
Return to a wave of innovation at the root?                           People                            Business          ...
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Marketing automation and customer experiences : best and next practices [english]

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Presentation done for Neolane Evolution 2012. Highlights best practices to combine Marketing automation and customer experience management

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Marketing automation and customer experiences : best and next practices [english]

  1. 1. Marketing automation and customer experiences : best and next practices in the Consumer IndustriesAlexandre Losson : Managing Director CRM EMEA – Business & DecisionJean-Michel Franco : Solution Director – Business & DecisionLoïc Lecomte : CRM IT Project Director - Auchan
  2. 2. Business & Decision is aGlobal Consulting and System Integrator2010 revenue : 237 M€ BI E-bus PM EIM CRM2800 Employees 19 countries a Multi-Specialist • Business Intelligence & EPM “BI World-Wide Magic Quadrant”. Gartner • Customer Relationship Mgt & MDM “CRM European Magic Quadrant”. Gartner • E-Business “Where To Find Help For Interactive Design Projects In Europe, 2011”. ForresterUnique expertise recognized globally by independant industry analysts 2
  3. 3. CRM @ Business & Decision 2010 Our track record with Neolane Revenue 50.1M€ • Auchan • Groupe Lucien Barrière • Caisse dEpargne • MEDIATIS • Carrefour • MMA • Cdiscount • Mornay Services • Club des Créateurs • PSA de Beautés • SamsungOur activity by regions • Crédit Agricole • Sephora • Editions Francis • SNCF Voyages Lefebvre • Société Générale North • Equipe.fr • Thalys America • Groupama • Ventesprivées.com 14% • Groupe Moniteur Benelux 9% Switzer- Our experiences in the consumer industriesFrance land 6% 55% • 3 Suisses • Piscines Desjoyaux Other • Club des Créateurs • ETAM EMEA 11% de Beauté • Seb • Damart • Sephora • Danone • Yoplait UK 5% • Davigel • Yves Rocher
  4. 4. Our approach for Customer Experience Management Marketing Social CRM Lead Management CRM processes A relational Search marketing Sales Mobile devices based on a long- model with Service Fullfiment …… …… Cross channel Performance Mgt lasting foundation customer paths that Self-service ALERTER take all channels Packaged BPM software into consideration Feed back management EIM EIM Search engine The use of IT Leverage robust MDM MDM Real Time innovations to ECM and shared Data QualityMarketing Dématérialisation Augmented reality improve sales repositories Rules Engine Social CRM ……experience and …… ( customer, pro- Digital asset repositories M. Commerce efficiency duct, sites…) Lead Management Mobile CRM
  5. 5. Time is now for convergenceFocused on interactionsand conversationsAiming at customerexperiences, satisfaction,loyalty and advocacy Focused on transactions and business process Aiming at enterprise efficiency, revenue growth, cost cutting…
  6. 6. Balancing Customer Experience With MarketingProductivity Productivity : the Gartner marketing map Customer experience 6
  7. 7. Leveraging social CRM to drive customer centric journeys across the customer live cycleSource : Fabio Cipriani
  8. 8. Enterprise social networks : how to align with your CRM initiatives ?Functional scope Linked Process Ad hoc With processes driven, Target Internal focus Inside-out Outside in
  9. 9. Example of Engagement scenario : from an « unknown » follower … to a qualified contact … to a promoter 3 days Incentive to join the private community -> get Event : Opt In Feedback Your brand is quoted in and incentive a social network to dialog Customer data consolidation in the CRM system Your Business Benefits community.comDevelopment of customer loyaltythrough value added services EngagementRecency and frequency of contacts scenarios for recency and SatisfactionReal time monitoring of the voice of the survey frequencycustomer, ability to react very facts tocomplaints or crisis Comments onBoosting of sales transformation rate web sitethrough recommendation and viralmarketing YourOnLineCatalog.comExtended customer 360° view
  10. 10. Return to a wave of innovation at the root? People Business •Self service •Agile •Personnalization •Transparent •Social •Exception base •Emotions and expérience •Real time • Always on (connected)Technologies Information•Ubiquitous •Over-abundant•Context sensitive •The engine, rather than the•Elastic Marketing fuel•Pay per use (Opex vs Capex) •Transparency and surveillance•Exogens Need to •Gouvernance rather than management reconsider legacy processes and information technologies
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