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HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
HaagaHelia Ebusiness presentation
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HaagaHelia Ebusiness presentation

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7.4.2010

7.4.2010

Published in: Business
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  • Instead of slides about online shopping behaviour... Has increased every year. Now it’s mainstream.
  • Think about restaurants: you need to convince customer each time. It does not help to build loyalty program, if the food is not good every time (and it should develop).

  • Satisfaction & Panels: quite common.
    P-path: e.g. Unikulma: how customer buy and the motivations behind decisions
    Service development comms: Sonera, Starbucks, Dell, P&G
    Marketing tricks: everybody else in Finland
    Engagement: Lego build your own product. Nike ID own shoes.

  • Petrus is talking about targeted advertising
  • Identifying these can allow marketers and management to define the aspects of their business that connect to the concerns of customers. This is where defining and developing touchpoints are critical to continuing customer relationships.
    Brand platform --> Touchpoints --> Most important touchpoints for your business
    KEY THING: MOVING AWAY FROM THE OWNED MEDIA!


  • Burker kingm dunkin donuts pizza hut (BUSINESS) etc.
    Not the fan of these.




  • SMS & Tactical marketing tool
  • Purposeful touchpoint use! When there’s something to say

  • Why not bring the booking as an integral component in own site? Like airlines do.





  • iPad??

  • FLICKR
    Ask to book a new table “We are changing our menu in three week: can we book a table to taste our new one”.

  • SMS after repair visit to instantly rate the results

    “Hi Tommi! You just ate at FINDS restaurant. Would you care to rate your visit? Reply with a score between 1-5 (bigger the better) and any other written feedback.”


  • Transcript

    • 1. E-business Relationship marketing ...and more Haaga-Helia 7.4.2010 Tommi Holmgren Business Designer +358 40 523 5023 tommi.holmgren@mec.fi
    • 2. Three topics for today Customer voice as a service development 1 driver: maximum impact on the market Every touchpoint counts in building 2 customer loyalty Leveraging the owned media: 3 multichannel experience inside restaurant
    • 3. Customer voice as a service development driver Methods Satisfaction Panels as a window Purchase path surveys to customer world analysis Service Marketing Engagement as a development “tricks” business model communities
    • 4. Customer voice as a service development driver HOK-Elanto Vltava
    • 5. Every touchpoint counts in building customer loyalty
    • 6. Every touchpoint counts in building customer loyalty But wait, there’s so much more!!
    • 7. Every touchpoint counts in building customer loyalty Images: Radiantbrands.com
    • 8. Every touchpoint counts in building customer loyalty Starbucks iPhone apps
    • 9. Every touchpoint counts in building customer loyalty eat.fi
    • 10. Every touchpoint counts in building customer loyalty Urbanspoon iPhone app with augmented reality
    • 11. Every touchpoint counts in building customer loyalty Foursquare.com
    • 12. Every touchpoint counts in building customer loyalty Dopplr.com
    • 13. Every touchpoint counts in building customer loyalty SK Member Club
    • 14. Every touchpoint counts in building customer loyalty Why not use SMS? “Hi Tommi! We have a new menu with loads of amazing fish dishes. Come to check it out, you’ll get special starter for free if you book now! Go to finds.mobi now to make your reservation.” “Hi Tommi! We have special friday tomorrow at FINDS for our great membership customers. 3 course meal is only XX€. Book now at finds.mobi!”
    • 15. Every touchpoint counts in building customer loyalty OpenTable.com
    • 16. Every touchpoint counts in building customer loyalty Finnair.com
    • 17. Every touchpoint counts in building customer loyalty RoyalRavintolat.com
    • 18. Every touchpoint counts in building customer loyalty Think about the funnel TRIGGERS CONVERSION Social media PLATFORMS GOALS WOM SMS/email .mobi site Reservation Advertising website Visit Google Maps phone Visit to site
    • 19. Every touchpoint counts in building customer loyalty Metrics that count TRIGGERS CONVERSION Social media PLATFORMS GOALS WOM SMS/email .mobi site Reservation Advertising website Visit Google Maps phone Visit to site Cost of conversion* *so you should know what initiated the visit
    • 20. Every touchpoint counts in building customer loyalty Metrics that count
    • 21. Leveraging the owned media
    • 22. Leveraging the owned media Microsoft Surface
    • 23. Leveraging the owned media Nokia Flagship Store
    • 24. Leveraging the owned media What would Amazon do? Recommendations Bundling of products Favourites of the week Remember the customer Ask to rate and review
    • 25. Leveraging the owned media Apple iTunes Appstore receipts
    • 26. Leveraging the owned media Ask for feedback, like Volvo does
    • 27. Three key messages Listen to customer voice and always improve. Use touchpoints with conversions in mind. Leverage the owned media to sell more.
    • 28. Three key messages ints po ch t ou f improve. Listen to customer voice and always o ase at ab ul )d ef Use touchpointsrwith p os conversions in mind. ( pu a ild & bu re Leverage the owned media to sell more. su M ea

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