CRM in Retail Industry การบริหารความสัมพันธกับลูกคา      สําหรับธุรกิจคาปลีก        16 สิงหาคม 2554     Sundae Solutions
Mr. Navik NumsiangManaging Director | Sundae SolutionsManaging Director | Sundae Solutions
re tailre·tailnoun    ’rē-,tālall activities involved in selling, renting, and providing goods andservices to ultimate cus...
challengesnoun a summons that is often threatening, provocative, stimulating, orinciting; specifically : a summons to a du...
Problem f b i k andP bl     for bricks dmortar retail sectors inactuallyidentifyingthecustomers
Difficulty in         yassembly a360 viewof the f thcustomer
Shoppers having   pp         g   high expectations for in-store services                    g    p
Retail sector grows insophistication   hi ti ti
Internet & Social   Media
Facing the toughesteconomic conditionsInstinctive reaction to cut allstrategic projects andwait until things improve
findingsnounthe result of a judicial examination or inquiry
Findings by Retail TouchPoints andThe Aberdeen Group, 2008 Best-in-class retailer are bringing to loyalty programs with th...
Member Information acquisitions:45% of retailers register customers via             sales associate in the store41% at POS...
Top two objectives toward loyalty   program objectives:Lifetime Customer Value (57%)                        (   )Competiti...
46%      of retailers did not measure promotion      among their customer base at all.                             Finding...
Real time customer data is14% | in use now & 23% will be a priority over the next year                                    ...
conceptualadjective       kən-’sep-chə-wəl, -chü-əl, kän-, -chəl, -shwəlOf, relating to, or consisting of concepts <concep...
What is CRM?  CRM is a business strategy designed to       optimise profitability, revenue          andcustomer satisfacti...
CRM Conceptual Framework for RetailCRM C     t lF         k f R t ilCustomer ‐centric CRM Strategy, a Pyramid Framework
CRM Conceptual Framework for Retail         pBest Practices of Customer Segmentation – CLV Approach
CRM Conceptual Framework for Retail         pBest Practices of Customer Segmentation – RFM Approach                       ...
Technologynoun    tek-’nä-lə-jēThe practical application of knowledge especially in a particular area
CRM Technology Framework for RetailCustomer‐data driven close‐loop CRM Application ArchitectureCustomer data driven close ...
CRM Technology Framework for RetailCRM T h l      F       k f R t ilCRM Technology Strategy and IDIC Methodology
Customer Classification
CRM Technology Framework for RetailCRM T h l      F       k f R t ilReference Retail CRM Solution Components
Newadjective       ’nüHaving recently come into existence
Multi‐Channel CRMM lti Ch    l CRM
Email Marketing and CRM
What’s Good about Email Marketing?What s       about Email Marketing?  Highly targeted  Immediate  Measurable  Reach  Cost...
E-mail is NOTdeadBut socialnetworkusage iisgrowingquickly
ROI of DigitalChannelsEmail MarketE il M k tgave the mostreturns oninvestment
Mobile CRM
A Consumer’s Always‐on Companion                 y        p                                   Where Smartphone Is Used?   ...
70%Use smartphone while shopping in-store                              in store                                  Source: T...
Smartphones Are an Integral Part of aMulti-channel Purchase Process                             Source: TheMobileMoment St...
Data In, Data OutThe key to good data is gettingthe data in the system. Staff are                  ymore likely to input d...
Mash-upMash up to CRM
Mash‐ups to CRM A mash‐up is a web application that combines data from more than one source into a single th              ...
Most Popular Mash‐up       p           p
Mash‐ups to CRM Dashboard      p
Social CRM
Web 2.0 provoked an expansion of the R in the CRMexpansion of the R in the CRM acronymCompany / CustomerC         /CCompan...
Evolution of the CRM landscape                              p                    CRM 1.0                                  ...
Evolution of Customer Touch Points                   CRM 1.0                                                              ...
Evolution of Organizational Mindset               g                 CRM 1.0                                               ...
Social CRM Process
Wrap Up  ap UpTurn challenges into strategic competitive advantage and advantage andenhance their long‐term viability and ...
Mr. Navik NumsiangManaging Director | Sundae SolutionsManaging Director | Sundae SolutionsM | 0814813999E   | navik@sundae...
Visit the Our Sundae Ecosystem at          www.sundae.co.th          www sundae co th        Facebook.com/SundaeSolutions ...
Thank You for Coming                   gSundae Solutions Co., Ltd.Tel. 0 2634 8899T l 0 2634 8899Email: marketing@sundae.c...
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)
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CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)

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CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)

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CRM in Retail Industry (การบริหารความสัมพันธ์กับลูกค้า สำหรับธุรกิจค้าปลีก)

  1. 1. CRM in Retail Industry การบริหารความสัมพันธกับลูกคา สําหรับธุรกิจคาปลีก 16 สิงหาคม 2554 Sundae Solutions
  2. 2. Mr. Navik NumsiangManaging Director | Sundae SolutionsManaging Director | Sundae Solutions
  3. 3. re tailre·tailnoun ’rē-,tālall activities involved in selling, renting, and providing goods andservices to ultimate customers for personal, family or household use. p yIn the channel of distribution, retailing is where the customer meetsthe product. It is through retailing that exchange occurs product occurs.Utilities provided by retailers create value for customers. p yTime, place, possession, and form utilities are offered by mostretailers.
  4. 4. challengesnoun a summons that is often threatening, provocative, stimulating, orinciting; specifically : a summons to a duel to answer an affront g p y
  5. 5. Problem f b i k andP bl for bricks dmortar retail sectors inactuallyidentifyingthecustomers
  6. 6. Difficulty in yassembly a360 viewof the f thcustomer
  7. 7. Shoppers having pp g high expectations for in-store services g p
  8. 8. Retail sector grows insophistication hi ti ti
  9. 9. Internet & Social Media
  10. 10. Facing the toughesteconomic conditionsInstinctive reaction to cut allstrategic projects andwait until things improve
  11. 11. findingsnounthe result of a judicial examination or inquiry
  12. 12. Findings by Retail TouchPoints andThe Aberdeen Group, 2008 Best-in-class retailer are bringing to loyalty programs with the sophistication and diverse multichannel approach.
  13. 13. Member Information acquisitions:45% of retailers register customers via sales associate in the store41% at POS41% Online Findings by Retail TouchPoints and The Aberdeen Group, 2008
  14. 14. Top two objectives toward loyalty program objectives:Lifetime Customer Value (57%) ( )Competitive Advantage (39%) Findings by Retail TouchPoints and The Aberdeen Group, 2008
  15. 15. 46% of retailers did not measure promotion among their customer base at all. Findings by Retail TouchPoints and The Aberdeen Group, 2008
  16. 16. Real time customer data is14% | in use now & 23% will be a priority over the next year Findings by Retail TouchPoints and The Aberdeen Group, 2008
  17. 17. conceptualadjective kən-’sep-chə-wəl, -chü-əl, kän-, -chəl, -shwəlOf, relating to, or consisting of concepts <conceptual thinking>
  18. 18. What is CRM? CRM is a business strategy designed to optimise profitability, revenue andcustomer satisfaction Gartner Management Tools & Trends 2010 by Bain & Co. 
  19. 19. CRM Conceptual Framework for RetailCRM C t lF k f R t ilCustomer ‐centric CRM Strategy, a Pyramid Framework
  20. 20. CRM Conceptual Framework for Retail pBest Practices of Customer Segmentation – CLV Approach
  21. 21. CRM Conceptual Framework for Retail pBest Practices of Customer Segmentation – RFM Approach 111 222 333 121 212 323 131 232 313 112 211 332 113 213 331 122 231 321 123 233 322 132 221 312 133 223 311
  22. 22. Technologynoun tek-’nä-lə-jēThe practical application of knowledge especially in a particular area
  23. 23. CRM Technology Framework for RetailCustomer‐data driven close‐loop CRM Application ArchitectureCustomer data driven close loop CRM Application Architecture
  24. 24. CRM Technology Framework for RetailCRM T h l F k f R t ilCRM Technology Strategy and IDIC Methodology
  25. 25. Customer Classification
  26. 26. CRM Technology Framework for RetailCRM T h l F k f R t ilReference Retail CRM Solution Components
  27. 27. Newadjective ’nüHaving recently come into existence
  28. 28. Multi‐Channel CRMM lti Ch l CRM
  29. 29. Email Marketing and CRM
  30. 30. What’s Good about Email Marketing?What s  about Email Marketing? Highly targeted Immediate Measurable Reach Cost Effective
  31. 31. E-mail is NOTdeadBut socialnetworkusage iisgrowingquickly
  32. 32. ROI of DigitalChannelsEmail MarketE il M k tgave the mostreturns oninvestment
  33. 33. Mobile CRM
  34. 34. A Consumer’s Always‐on Companion y p Where Smartphone Is Used? 93% Home On the go On-the-go 93% 87% In a store 77% Restaurant 73% Work 72% 87% At a social gathering/ function Café or coffee shop 54% 66% Doctors Office 53% Airport 50% Library 32% 77% School 29% Source: TheMobileMoment Study, April 2011
  35. 35. 70%Use smartphone while shopping in-store in store Source: TheMobileMoment Study, April 2011
  36. 36. Smartphones Are an Integral Part of aMulti-channel Purchase Process Source: TheMobileMoment Study, April 2011
  37. 37. Data In, Data OutThe key to good data is gettingthe data in the system. Staff are ymore likely to input data onmobile devices at the point ofentry. In real-time.
  38. 38. Mash-upMash up to CRM
  39. 39. Mash‐ups to CRM A mash‐up is a web application that combines data from more than one source into a single th i t i lintegrated view.Content used in mash‐ups is typically sourced from a third party via a Widget or API (web party via a Widget or API (webservice).  Minimized application data  management  Reduced development effort Make CRM SMARTER
  40. 40. Most Popular Mash‐up p p
  41. 41. Mash‐ups to CRM Dashboard p
  42. 42. Social CRM
  43. 43. Web 2.0 provoked an expansion of the R in the CRMexpansion of the R in the CRM acronymCompany / CustomerC /CCompany / PartnerCompany / CompetitorCompany / CompanyCustomer / Partner / pCustomer / CompetitorCustomer / CustomerPartner / Competitor
  44. 44. Evolution of the CRM landscape p CRM 1.0 CRM 2.0 Customer Customer Customer Customer Customer Customer Customer Customer Customer Custome Competitor Supplier / Partner Competitor Supplier / PartnerCustomer Customer Customer Customer Your company Your company Customer Customer Customer Customer Customer Customer  Focus on individual relationship (company to  •Focus on collaborative relationship (engaging a more complex  customer, company to partner, etc.) relationship network)  Limited view of the customer and his community  •Multiple connections allow better understanding of the  preferences, habits, etc. preferences habits etc customer and his community customer and his community  Targeted messages generate value •Conversation generates value
  45. 45. Evolution of Customer Touch Points CRM 1.0 CRM 2.0 • Blogs g • Microblogs • Price comparison website • RSS • Podcast • Phone • Phone • Wikis • Fax •FFax • Social Networks • Email • Email • Service • Service • Widgets • Letters + • Letters • Video sharing •PPersonal contact l t t • Personal contact • Company’s website • Photo sharing • Company’s website • SMS • SMS • Instant Messenger • Forums • Auction website • Instant Messenger • Chat • Chat • Slides sharing • Media • Media • Reviews and ratings in retail sites • Wish lists • Social Bookmarking Single view of the customer based on the interactions Single view of the customer based on the interactions  •Single view of the customer is far more complex to achieve.  history, customer profile data residing in the company’s base  Besides internal information, the company must rely on external  and data integration with internal systems information such as customer profiles in social networks and his  behavior when participating in a community. Company owns the data but it is limited to previous  interactions •Customer and other web 2.0 sites own part of the precious data •Customer and other web 2 0 sites own part of the precious data
  46. 46. Evolution of Organizational Mindset g CRM 1.0 CRM 2.0 ! ! ! ! Interaction Conversation Contribution Transaction Feedback Employee Customer Employees Customers Innovation comes from one specialized source within the  •Innovation is gathered from all employees as they are closely  company (innovation group) connected to the final customer and to each other via internal  web 2.0 tools. Customers are in the center of the innovation  F tli Frontline employees communicate targeted messages for  l i t t t d f cycle. transactional operations  •Frontline and non frontline employees engage conversations  including new customers in the context and rerouting  conversations. New set of employee skills needed. conversations New set of employee skills needed
  47. 47. Social CRM Process
  48. 48. Wrap Up ap UpTurn challenges into strategic competitive advantage and advantage andenhance their long‐term viability and profitability
  49. 49. Mr. Navik NumsiangManaging Director | Sundae SolutionsManaging Director | Sundae SolutionsM | 0814813999E   | navik@sundae.co.thFB | facebook.com/naviknFB | facebook com/naviknG+ |  Navik Numsiang
  50. 50. Visit the Our Sundae Ecosystem at www.sundae.co.th www sundae co th Facebook.com/SundaeSolutions SundaeSolutions YouTube.com/SundaeSolutions
  51. 51. Thank You for Coming gSundae Solutions Co., Ltd.Tel. 0 2634 8899T l 0 2634 8899Email: marketing@sundae.co.thWebsite: www.sundae.co.th

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