CRM foredrag v/Katy Raines
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CRM foredrag v/Katy Raines



Presentasjon Katy Raines, Indigo Ltd, CRM-seminar i Kristiansand 13.1.12

Presentasjon Katy Raines, Indigo Ltd, CRM-seminar i Kristiansand 13.1.12



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  • Going in the right direction Improved ROI is reflected in the reduced spend per seat sold
  • The picture of the customer gets more and more clear

CRM foredrag v/Katy Raines CRM foredrag v/Katy Raines Presentation Transcript

  • Katy RainesCRM – Whybother?Christiansand, January 2012
  • About me Music Graduate, Cambridge University Spent15 years running Marketing departments in UK theatres Consultant since 2004, specialising in Customer Loyalty and data-driven marketing Clients include Royal Shakespeare Company, Opera North, The Lowry, Symphony Hall, Birmingham, Ulster Orchestra
  • CRM – Why bother? A reminder of CRM The changing marketing environment What CRM Can deliver Building a picture of the customer A Good CRM system View slide
  • A reminder of CRM1. Not all customers are equally valuable2. It costs 5 times more to acquire a customer than keep an existing one3. Customers have different needs, which need to be reflected in your marketing communications with them View slide
  • Frequency1. All customers are not equally valuable 8+ times per year 2% 60% year % of income in 1 5-7 times per year 4% 2-4 times 25% per year 26% Once 15% per year 68% % of bookers in 1 year
  • Retention2. Keeping customers costs 5x less New audiences Retained customers Lost / lapsed customers
  • Segmentation 3. Customers have different needs These people have 2% different needs From these people 4% 26% 68%% of bookers by frequency band
  • Ulster Orchestra,Belfast ‘Old’ model  Were sending all their customer the same thing – a large 32-page season brochure, costing £1 per issue  Return on investment 1.6:1 ‘New model’  Sent different customers different things  For 90% of the customers this meant sending them LESS information, but more RELEVANT  Return on Investment increased to 21:1
  • The changing marketingenvironmentDigital explosion = Consumers bombarded with contentGrowthof tools and sites to ‘aggregate’ and make sense of content for consumers to digestExpectation of content matched to need and preferenceNB. This is no longer a ‘nice to have’ –it’s essential!
  • email content - relevant Tailored to match my previous purchasesGeneralmessagetoeveryone
  • Web content - relevant
  • And what about Social Media? Customer ‘tunes in’ at various points Organisation Broadcasts messagesSocial Media Sends direct Organisation messages Customer CRM / Direct Marketing They are different tools for different purposes
  • The resultsOpportunity – to build loyalty and affinity by reflecting their needs back to them with relevant (and personalised) contentThreat – customers will ignore your content as it isn’t relevant, and you will lose them
  • What a good CRM programme candeliver Increased frequency from existing customers Keeping more customers year on year Reduced marketing costs and improved return on investment Brand affinity and loyalty Improved customer insight to aid business planning and programme/product development
  • Building a picture of the customer Purchasing Social media behaviour behaviour Re-tweets Frequency Likes Recency Types of product Response to comms Purchase The Clicks Customer Timing TypeAttitudes and preferencesStated comms preferences ProfileStated product preferences Geography Feedback / comments Demographics – age, income etc.
  • Customised communications Product choices Picture of the customer Timing of comms Type of comms
  • Symphony Hall Birmingham 600 events per year The  Customer Mostly ‘one night’ shows 2200 seats  over ½ million audiences each year
  • Symphony Hall Birmingham –challengesToo much ‘choice’ and information for the customerWide range of events The CustomerEvents changing daily – often going on sale at late noticeCustomers are annoyed if things sell out before they’ve heard about them
  • Building a picture of the customer Purchasing behaviour Contact details gathered / checked with Response to each purchase comms Record response The to direct mail Customer Record ‘click’ response to emailAttitudes and preferencesData sign-up process gathers Profile preferred communication Geo-demographic method information ‘appended’ Later emails encourage to record to show likely customers to tell us product age, income etc. preferences (eg. classical)
  • Different communicationsClassical Music audiences- Season confirmed 1 year ahead- Like to see ‘full programme’ to make selections- Like printed brochures rather than digital Picture of the customer- ‘Classical music’ brochure sent by post 3 times per year- Personalised booking form and incentives to subscribe early- Email used as a reminder (but sparing)
  • Different communicationsRock and Pop audiences- Events getting confirmed all the time- Big names can sell out in a day- They don’t want to miss the chance to book Picture of- Are used to 100% digital communications from the competitors customer- Weekly ‘On sale’ announcements, and ‘don’t miss this month’- No printed communications at all
  • Personalised e-bulletins Picture of the customerEvents ‘match’ customer profilebased on:- Previous product purchase- Stated product preferences- Clicks on previous emails Other events listed here
  • MARKETING EFFECTIVENESS Marketing ROI (all tix) Spend per seat sold (all tix)14.00 £1.4013.50 £1.3513.00 £1.3012.50 £1.2512.0011.50 £1.2011.00 £1.15 2008-09 2009-210 2010-11 2008-09 2009-2010 2010-11
  • What do you need from a CRMsystem? Initial and ongoing data capture linked to purchasing behaviour Sensible segmentation and data analysis:  Frequency/Recency  Value  Product type Tools  To implement personalised approach  To measure effect
  • The CRM process 1. Gather data 2. Analyse and segment 3. Implement Testing and - Product proposition - Communications methods refining 4. Measure
  • The picture gets more detailed Purchasing behaviour Frequency Recency Types of artform / Response to product comms Purchase The Clicks Customer Timing TypeAttitudes and preferencesStated comms preferences Profile Stated Artform / product Demographics – preferences age, income etc. Feedback / comments
  • The messages get more effective Product choices Picture of the customer Timing of comms Type of comms
  • Good luck! Katy Raines Partner, Indigo-Ltd twitter: @katyraines
  • Data Capture data capture – at enquiry or point ofInitial purchaseAdding future data to the picture:  purchase behaviour (what, when, how much?) Stated preferences (product, types of communications) Response to communications (clicks, likes etc)
  • Data Capture The ‘norm’ for ticketed organisations in the UK Free galleries  Imperial War Museum, London Cinemas / retail / leisure - no time to take complex information at point of sale  ChapterArts Centre, Cardiff  House of Fraser department store  Costa Coffee
  • The data ‘transaction’ – why willsomeone give you their data?In exchange for:  Information about events (eg. arts organisations) – but they expect it to be tailored  Loyalty rewards and discounts (eg. airlines, hotels)  Special treatment (eg. bookshops – VIP shopping or book signing events)
  • Analysis and Data miningFirst time attenders/ purchasersPurchasers who have stopped buying from you (‘Lapsed’ customers)Behaviour and purchase patternsResponse to communicationsValue analysis (lifetime)
  • Implementation“Rules’ for who is contacted when (eg. first timers, lapsed, etc) and automation around these if possibleToolsto allow personalisation of content based on:  previous purchase  Stated preferences  Response to communications
  • MeasurementSimple ways to track effect of communications % response rates  Return on investment