Como o marketing 1-a-1 muda tudo - Parte 1
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Este documento discute como as soluções integradas de CRM (Salesforce) e e-commerce (Rakuten) podem melhorar a estratégia de relacionamento com o cliente de uma empresa, permitindo uma visão 360 graus dos clientes em qualquer dispositivo, automação de marketing e maior produtividade e satisfação dos clientes.
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Como o marketing 1-a-1 muda tudo - Parte 1
- 1. Rakuten & Salesforce.com eCommerce & CRM Integrados para sua Estratégia de Clienteling Marcius Rodrigues, PMP Sales Engineering mrodrigues@salesforce.com
- 2. Customer Anônimo Reativo Transacional Client Mais Íntimo Proativo Dirigido pelo Relacionamento
- 3. Sintoma Causa Implicação Ponto de Vista Call to Action Benefício KEEP CALM and DO CLIENTELING
- 4. CRM
- 5. Desktop Mobile/Tablet Cliente Vendedor Salesforce Clienteling Solution Automação de Marketing Visão 360 dos Clientes Histórico de Casos e Serviços Social Media Engagement Omnichannel Dashboards e Analytics Plataforma + Colaboração + Integrações Online Qualquer Dispositivo Qualquer Usuário Funcionário Pontos de Integração eCommerce ERP Loyalty Management Pontos de Integração BI e DW POS Inventory
- 6. Marketing Tecnologia Vendas Atendimento
- 8. Computação em Nuvem ROI SOFTWARE TEMPO VALOR Investimento de Capital Despesas com Upgrades Menor Custo de Capital Upgrades Transparentes e Automáticos
- 9. +38% Conversão de Leads +36% Produtividade de Vendas +45% Precisão de Forecast +26% Win Rate +28% Vendas Source: Salesforce.com Customer Relationship Survey conducted March 2013, by an independent third-party, Confirmit Inc., on 5,200+ customers randomly selected. Response sizes per question vary.
- 10. +40% Satisfação do Cliente +40% Redução de Custos de Suporte +42% +39% Retenção de Clientes Redução do Tempo de Resolução dos Casos +40% Produtividade dos Agentes Source: Salesforce.com Customer Relationship Survey conducted March 2014 - May 2014, by an independent third-party, Confirmit Inc., on 4,100+ customers randomly selected. Response sizes per question vary.
Editor's Notes
- We see the three pillars of retail excellence supported by a broad technology platform spanning Social integration – how a retailer understands overall consumer sentiment Collaboration – internal and external communities using intuitive, attractive, contextual and highly adopted social business applications Service – multi-channel integrated customer service Agile Development – rapid development processes to support continually evolving needs Mobile Solutions – provision of information and intelligence where and when it is needed for customers, suppliers and employees This technology platform supports the delivery of business value through: Employee engagement – retailing is still a people business. Empowered and engaged employees deliver better performance, better sales and better service Employee productivity – allowing employees more time to do their core roles means more customers served, more orders delivered, more support calls answered Sales effectiveness – informed, enabled and attentive sales staff build stronger and more valuable customer relationships Supply chain efficiency – a fundamental requirement of retailing is stock availability These pillars in turn support the growth of customer loyalty through 4 dimensions of customer behaviour: NPS – customers have a positive perception of your brand and the products you sell. They actively promote you through their social networks Retention – customers return to you for future purchases Upsell/X-sell – customers trade up and across the ranges of products that you sell Share of wallet – you take a greater share of your customers’ disposable income
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