Encompass CRM by Taco Nieuwenhuijsen

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This presentation provides a holistic view on all stages of the marketing process and how they converge with CRM enabling a 360 degree customer centric business approach.

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Encompass CRM by Taco Nieuwenhuijsen

  1. 1. CUSTOMER<br />ENCOMPASS CRM<br />IT’S ALL ABOUT OPERATIONAL EXCELLENCEBY TACO NIEUWENHUIJSEN<br />TN-Management 2003<br />1<br />
  2. 2. FIVE REASONS FOR ENCOMPASS CRM<br />Traditional business process has its limitations:<br /><ul><li>Integral approach of customer (process)
  3. 3. Genuine customer differentiation
  4. 4. Time-to-market & flexibility
  5. 5. Measurement & control
  6. 6. Economies of scale</li></ul>Advanced interactive technologies enable a customer centric approach throughout the business process<br />In the digital era customers require instant adequate service: any time and anywhere<br />A limited customer brain ladder forces brands to maintain a buzz around the brand<br />Interactive community-like environments enable tailor-made brand propositions<br />TN-Management 2003<br />2<br />
  7. 7. ILLUSTRATIVE SIMPLIFIED<br />RESEARCH/ANALYSIS<br />BRAND AWARENESS<br />OPERATIONAL EXCELLENCE<br />B2B<br />B2C<br />RETENTION<br />BRAND IMAGE<br />EXIT BARRIER<br />PROMOTION<br />DELIVERY<br />ENCOMPASS CUSTOMER RELATIONSHIP MANAGEMENT<br />TN-Management 2003<br />3<br />
  8. 8. ILLUSTRATIVE SIMPLIFIED<br />RESEARCH/ANALYSIS<br />BRAND AWARENESS<br />OPERATIONAL EXCELLENCE<br />RETENTION<br />BRAND IMAGE<br />EXIT BARRIER<br />PROMOTION<br />DELIVERY<br />B2B<br />B2C<br />ENCOMPASS CRM = EXCELLENT CUSTOMER INSIGHT<br />FUNCTION IN PROCESS<br /><ul><li>Customer (B2B & B2C): segmentation / behavior / valuation / satisfaction / retention
  9. 9. Product / service usage history & appreciation / etc.
  10. 10. Testing & real time evaluation: concepts / products / content / services / campaigns / etc.
  11. 11. Market research: demographics / firmographics/ behavior / lifestyle / DMU’s / etc.
  12. 12. Brand research: awareness / image / preference / etc.
  13. 13. Database analysis / extrapolation</li></ul>CRM INSTRUMENTS<br /><ul><li>On-line relational research modules
  14. 14. Analysis / Data mining tools
  15. 15. Business Intelligence tools, incl.:
  16. 16. OLAP (on-line analytical processing);
  17. 17. CART(classification & regression trees)
  18. 18. CHAID (chi-squared automated induction)</li></ul>TN-Management 2003<br />4<br />
  19. 19. ILLUSTRATIVE SIMPLIFIED<br />BRAND AWARENESS<br />RESEARCH/ANALYSIS<br />OPERATIONAL EXCELLENCE<br />RETENTION<br />BRAND IMAGE<br />EXIT BARRIER<br />PROMOTION<br />DELIVERY<br />B2B<br />B2C<br />ENCOMPASS CRM = THE RIGHT ATTENTION<br />FUNCTION IN PROCESS<br /><ul><li>Corporate brand awareness: values & positioning
  20. 20. Segment based brand awareness: specific needs, wished and values
  21. 21. Awareness building of:
  22. 22. Product / service introductions
  23. 23. Existing low awareness services</li></ul>CRM INSTRUMENTS<br /><ul><li>Event driven Campaign Man. tools:
  24. 24. Micro-segmentation
  25. 25. Real-time testing & response
  26. 26. Predictive intelligence
  27. 27. Interactive DM tools:
  28. 28. Search-engine Marketing
  29. 29. E-mail shots
  30. 30. GPRS based MMS/SMS-services
  31. 31. Satellite sponsored games & tests (Trojan Horse Reverse)
  32. 32. Off-line DM and response advertisements
  33. 33. Attention creation and referral:
  34. 34. Customer service center
  35. 35. Sales & account management</li></ul>TN-Management 2003<br />5<br />
  36. 36. ILLUSTRATIVE SIMPLIFIED<br />BRAND AWARENESS<br />RESEARCH/ANALYSIS<br />OPERATIONAL EXCELLENCE<br />BRAND IMAGE<br />RETENTION<br />EXIT BARRIER<br />PROMOTION<br />DELIVERY<br />B2B<br />B2C<br />ENCOMPASS CRM = TARGETED PREFERENCE CREATION<br />FUNCTION IN PROCESS<br /><ul><li>Filling in sub-positioning: segment based image building
  37. 37. Customer usage based knowledge building of services and products
  38. 38. Event driven image building:
  39. 39. New products
  40. 40. New (value added) services</li></ul>CRM INSTRUMENTS<br /><ul><li>Event driven Campaign Man. tools:
  41. 41. Micro-segmentation
  42. 42. Real-time testing & response
  43. 43. Predictive intelligence
  44. 44. Interactive module based web-environment
  45. 45. Interactive satellite demo’s:
  46. 46. Interactive advertisements
  47. 47. Satellite content modules (Trojan Horse Reverse)
  48. 48. Sweepstakes & contests
  49. 49. Referral by:
  50. 50. Customer service center
  51. 51. Sales & account management</li></ul>TN-Management 2003<br />6<br />
  52. 52. ILLUSTRATIVE SIMPLIFIED<br />BRAND AWARENESS<br />RESEARCH/ANALYSIS<br />OPERATIONAL EXCELLENCE<br />B2B<br />B2C<br />RETENTION<br />BRAND IMAGE<br />EXIT BARRIER<br />PROMOTION<br />DELIVERY<br />ENCOMPASS CRM = TRIAL STIMULATION <br />FUNCTION IN PROCESS<br /><ul><li>Creation of trial
  53. 53. Rewarding customer for loyalty
  54. 54. Up selling: encourage customer to buy or use value added services
  55. 55. Cross selling: Stimulate customer to use other products or value added services
  56. 56. Temporary sales stimulation</li></ul>CRM INSTRUMENTS<br /><ul><li>E-coupon tool (on-line off-line) for discounts or premiums
  57. 57. Unique code tool attached to package or service to stimulate sales
  58. 58. Loyalty program: earn / burn promotion tool to create action
  59. 59. Affiliates to increase attractiveness of own proposition
  60. 60. Contests and sweepstakes on communities sites
  61. 61. Referral & support by:
  62. 62. Customer service center
  63. 63. Sales & account management department</li></ul>TN-Management 2003<br />7<br />
  64. 64. ILLUSTRATIVE SIMPLIFIED<br />BRAND AWARENESS<br />RESEARCH/ANALYSIS<br />OPERATIONAL EXCELLENCE<br />B2B<br />B2C<br />RETENTION<br />BRAND IMAGE<br />EXIT BARRIER<br />PROMOTION<br />DELIVERY<br />ENCOMPASS CRM = EXCEED EXPECTATIONS<br />FUNCTION IN PROCESS<br /><ul><li>Actual sales and payment
  65. 65. Delivery of products and services
  66. 66. Service delivery process at circle of contact
  67. 67. Registration of customer mutation</li></ul>CRM INSTRUMENTS<br /><ul><li>On-line self services
  68. 68. Real-time support 24/7
  69. 69. Service support Apps
  70. 70. Coalitions with:
  71. 71. Affiliate partners
  72. 72. Logistics partners
  73. 73. Retail partners
  74. 74. Community management partners
  75. 75. Loyalty program partners
  76. 76. On-line registration and payment tools
  77. 77. Security & identification tools
  78. 78. Support by:
  79. 79. Customer service center
  80. 80. Sales & account management department</li></ul>TN-Management 2003<br />8<br />
  81. 81. ILLUSTRATIVE SIMPLIFIED<br />BRAND AWARENESS<br />RESEARCH/ANALYSIS<br />OPERATIONAL EXCELLENCE<br />RETENTION<br />BRAND IMAGE<br />EXIT BARRIER<br />PROMOTION<br />DELIVERY<br />B2B<br />B2C<br />ENCOMPASS CRM = RAISING EXIT BARRIERS<br />FUNCTION IN PROCESS<br /><ul><li>Security of customer satisfaction & loyalty
  82. 82. Repeat business, customer life time value extension
  83. 83. Service recovery
  84. 84. Differentiated service delivery levels
  85. 85. Service cost optimization
  86. 86. Reduce switch intention</li></ul>CRM INSTRUMENTS<br /><ul><li>On-line self service tools for both internet and mobile
  87. 87. Satellite (on-line) service centers
  88. 88. Coalition Loyalty program:
  89. 89. Attractiveness own proposition
  90. 90. Customer loyalty
  91. 91. Increase share of wallet
  92. 92. Partner loyalty
  93. 93. Additional revenues
  94. 94. Account management</li></ul>TN-Management 2003<br />9<br />
  95. 95. ILLUSTRATIVE SIMPLIFIED<br />RESEARCH/ANALYSIS<br />BRAND AWARENESS<br />OPERATIONAL EXCELLENCE<br />B2B<br />B2C<br />RETENTION<br />BRAND IMAGE<br />EXIT BARRIER<br />PROMOTION<br />DELIVERY<br />ENCOMPASS CRM = INTEGRAL PART OF ORGANIZATION<br />Marketing product dept.<br /><ul><li>Positioning
  96. 96. Marketing programs
  97. 97. Product + added value services
  98. 98. Cross / up selling strategies
  99. 99. ICT specs
  100. 100. Content / affiliates</li></ul>Marketing Research dept.<br /><ul><li>Customer / market research
  101. 101. Database analysis
  102. 102. Customer satisfaction evaluation
  103. 103. Service/product delivery
  104. 104. Customer valuation
  105. 105. Concept testing</li></ul>Marketing comm. dept.<br /><ul><li>Communication strategy
  106. 106. Above the line communication
  107. 107. Direct marketing
  108. 108. Interactive media / internet
  109. 109. Media planning</li></ul>CRM / Customer loyalty dept.<br /><ul><li>CRM/Loyalty concepts
  110. 110. Retention programs</li></ul>Customer services dept.<br /><ul><li>Customer servicing
  111. 111. Problem solving
  112. 112. Customer retention</li></ul>Marketing SP dept.<br /><ul><li>Cross selling promo’s
  113. 113. Contests / Sweepstakes
  114. 114. Sales promotions
  115. 115. DM promotions</li></ul>Sales dept.:<br /><ul><li>Account comm.</li></ul>Sales dept.<br /><ul><li>Channel management
  116. 116. Sales
  117. 117. Client/Account services</li></ul>Service Delivery Depts.<br />TN-Management 2003<br />10<br />

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