From crm to cem
New challenges of
Multichannel Experience Management

Magentocom 2013 - Shanghai
Magentocom 2013 – Shanghai
A BIT OF HISTORY

Magentocom 2013 – Shanghai

3
QUICK CHANGES

E-Commerce
•
•
•

Traffic data
Identified purchases
Carts tracking

Magentocom 2013 – Shanghai
Magentocom 2...
QUICK CHANGES

E-Commerce
•
•
•

Traffic data
Identified purchases
Carts tracking

Magentocom 2013 – Shanghai
Magentocom 2...
QUICK CHANGES

E-Commerce
•
•
•

Traffic data
Identified purchases
Carts tracking

Magentocom 2013 – Shanghai
Magentocom 2...
QUICK CHANGES

E-Commerce

Mobile

Social Networks

Tremendous amount of prospect and customer Data

Magentocom 2013 – Sha...
Omni-channel
# optimise

Ex:

An individual is unique (…)
(…) but its buying behaviour
varies

*
Online-only
buyer

$100/y...
MOBILITY
+ 38% France
+ 44% USA
of web purchases are made
25% from a mobile device
2013

The increase
of smartphone use (…...
on & offline services
Online:
“Yes! … But”

POS:
must be as performing,
with a “hint of web”

Magentocom 2013 – Shanghai

...
DATA COMPLEXITY
What is the greatest barrier to improving multichannel
customer experience in your company ?

#1: 40% “Com...
DATA COMPLEXITY
CRM has become extremely data heavy
Receipts / pos
Social activity
Declarative data

Mobile activity
Purch...
DATA COMPLEXITY
CRM has become extremely connected
DB management

Receipts / pos
Social activity

SMS marketing

Email mar...
THE CHALLENGE IS TECHNICAL
Infrastructure

Huge storage capacity
Redundancy
Fast calculation
Indexation
Datamarts

Magento...
THE CHALLENGE IS TECHNICAL
Infrastructure

Connectivity

Huge storage capacity
Redundancy
Fast calculation
Indexation
Data...
BUT NOT ONLY
Traditional CRM solutions do
not match today’s market
expectations and capacities

Magentocom 2013 – Shanghai...
BUT NOT ONLY
Traditional CRM solutions do
not match today’s market
expectations and capacities
Marketers need to make quic...
BUT NOT ONLY
Traditional CRM solutions do
not match today’s market
expectations and capacities
Marketers need to make quic...
BUT NOT ONLY
Traditional CRM solutions do
not match today’s market
expectations and capacities
Marketers need to make quic...
NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter

Magentocom 2013 – Shanghai

20
NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Website browsing activity

Magentocom 2013 – Shanghai

21
NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Website browsing activity

Centralized on/off behaviors

Mag...
NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Website browsing activity

Centralized on/off behaviors
Soci...
NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Website browsing activity

Centralized on/off behaviors
Soci...
NEW CHALLENGES NEW OPPORTUNITIES
And the technology is ready

Magentocom 2013 – Shanghai

25
CURRENT CRM MODELS
Weaknesses

Magentocom 2013 – Shanghai

Evolutions

26
CURRENT CRM MODELS
Weaknesses

Evolutions

Focus on Transactions

Magentocom 2013 – Shanghai

27
CURRENT CRM MODELS
Weaknesses

Focus on Transactions

Magentocom 2013 – Shanghai

Evolutions

Focus on purchase intention
...
CURRENT CRM MODELS
Weaknesses

Focus on Transactions

Evolutions

Focus on purchase intention

Rewards on Revenue

Magento...
CURRENT CRM MODELS
Weaknesses

Evolutions

Focus on Transactions

Focus on purchase intention

Rewards on Revenue

Rewardi...
CURRENT CRM MODELS
Weaknesses

Evolutions

Focus on Transactions

Focus on purchase intention

Rewards on Revenue

Rewardi...
CURRENT CRM MODELS
Weaknesses

Evolutions

Focus on Transactions

Focus on purchase intention

Rewards on Revenue

Rewardi...
A BATTLE WORTH FIGHTING FOR

80% of businesses state that they offer a
great customer experience

Source: Forrester’s Cust...
A BATTLE WORTH FIGHTING FOR

37% of brands received good or excellent customer
experience index scores in 2012.

Source: F...
THE IMPORTANCE OF CRM

•

Cost of acquisition in China is very high (6x higher)

•

Losing customers is extremely costly

...
THE IMPORTANCE OF LOYALTY
Customers buy more &
more often..

50%
2X
5

Higher profits..

88%

Magentocom 2013 – Shanghai

...
DATA DRIVEN
“The era of real-time data filtering”
•

Where are my Customers right now ?

•

What products are they interes...
A NEW CRM
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
The need to be acknowledged

recognise

Adapt the offer

Create a bond

consolidate

A client’s picture,
status, wishlists...
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
5
SaaS
Mode

Magentocom 2013 – Shanghai

Omni
channel

Centralized
Database

Easy-to-use
& intuitive

Advanced
Targeting

...
Magentocom 2013 – Shanghai
Magentocom 2013 – Shanghai
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  1. 1. From crm to cem New challenges of Multichannel Experience Management Magentocom 2013 - Shanghai
  2. 2. Magentocom 2013 – Shanghai
  3. 3. A BIT OF HISTORY Magentocom 2013 – Shanghai 3
  4. 4. QUICK CHANGES E-Commerce • • • Traffic data Identified purchases Carts tracking Magentocom 2013 – Shanghai Magentocom 2013 – Shanghai 4
  5. 5. QUICK CHANGES E-Commerce • • • Traffic data Identified purchases Carts tracking Magentocom 2013 – Shanghai Magentocom 2013 – Shanghai Mobile • • • Shop anytime Shop anywhere GPS data 5
  6. 6. QUICK CHANGES E-Commerce • • • Traffic data Identified purchases Carts tracking Magentocom 2013 – Shanghai Magentocom 2013 – Shanghai Mobile • • • Shop anytime Shop anywhere GPS data Social Networks • • • Word of mouth In store tagging Recommendations 6
  7. 7. QUICK CHANGES E-Commerce Mobile Social Networks Tremendous amount of prospect and customer Data Magentocom 2013 – Shanghai 7
  8. 8. Omni-channel # optimise Ex: An individual is unique (…) (…) but its buying behaviour varies * Online-only buyer $100/yr Store-only buyer $ 352/yr Online & Offline buyer Magentocom 2013 – Shanghai $1064/yr 8
  9. 9. MOBILITY + 38% France + 44% USA of web purchases are made 25% from a mobile device 2013 The increase of smartphone use (…) 2013 Increase of Showrooming (…) creates competition within the same point of sale (POS). 45% of online buyers first visit a POS ** Checkin identification Network: Magentocom 2013 – Shanghai * * * Payment: 9
  10. 10. on & offline services Online: “Yes! … But” POS: must be as performing, with a “hint of web” Magentocom 2013 – Shanghai 54% 45% 46% of online buyers are unhappy about customer service are discontented concerning return and refund policies are displeased about the shipping costs of sales lost in store due to a shortage of stock would be finalised If the retailer could ship or deliver the product within 48 hours. 69% 10
  11. 11. DATA COMPLEXITY What is the greatest barrier to improving multichannel customer experience in your company ? #1: 40% “Complexity” Before 2012, the first reason was “Organizational structure” Source: Multichannel Customer Experience Report By Econsultancy, November 2012 Magentocom 2013 – Shanghai 11
  12. 12. DATA COMPLEXITY CRM has become extremely data heavy Receipts / pos Social activity Declarative data Mobile activity Purchases, carts Web activity Coupons, discounts Email activity Helpdesk contact material Magentocom 2013 – Shanghai 12
  13. 13. DATA COMPLEXITY CRM has become extremely connected DB management Receipts / pos Social activity SMS marketing Email marketing social networks activity strategy Declarative data Mobile activity Purchases, carts Web activity Coupons, discounts Email activity Helpdesk contact Acquisition / loyalty Magentocom 2013 – Shanghai material 13
  14. 14. THE CHALLENGE IS TECHNICAL Infrastructure Huge storage capacity Redundancy Fast calculation Indexation Datamarts Magentocom 2013 – Shanghai 14
  15. 15. THE CHALLENGE IS TECHNICAL Infrastructure Connectivity Huge storage capacity Redundancy Fast calculation Indexation Datamarts Cashier (POS) connection eCommerce Analytics EDM/SMS Platforms Call-centers Magentocom 2013 – Shanghai 15
  16. 16. BUT NOT ONLY Traditional CRM solutions do not match today’s market expectations and capacities Magentocom 2013 – Shanghai 16
  17. 17. BUT NOT ONLY Traditional CRM solutions do not match today’s market expectations and capacities Marketers need to make quick decisions based on relevant KPIs Magentocom 2013 – Shanghai 17
  18. 18. BUT NOT ONLY Traditional CRM solutions do not match today’s market expectations and capacities Marketers need to make quick decisions based on relevant KPIs Teams have to be operational quickly without weeks of training Magentocom 2013 – Shanghai 18
  19. 19. BUT NOT ONLY Traditional CRM solutions do not match today’s market expectations and capacities Marketers need to make quick decisions based on relevant KPIs Teams have to be operational quickly without weeks of training Platforms should be accessible from any place and any devices Magentocom 2013 – Shanghai 19
  20. 20. NEW CHALLENGES NEW OPPORTUNITIES CRM has become a lot smarter Magentocom 2013 – Shanghai 20
  21. 21. NEW CHALLENGES NEW OPPORTUNITIES CRM has become a lot smarter Website browsing activity Magentocom 2013 – Shanghai 21
  22. 22. NEW CHALLENGES NEW OPPORTUNITIES CRM has become a lot smarter Website browsing activity Centralized on/off behaviors Magentocom 2013 – Shanghai 22
  23. 23. NEW CHALLENGES NEW OPPORTUNITIES CRM has become a lot smarter Website browsing activity Centralized on/off behaviors Social Networks opengraph / socialgraph Magentocom 2013 – Shanghai 23
  24. 24. NEW CHALLENGES NEW OPPORTUNITIES CRM has become a lot smarter Website browsing activity Centralized on/off behaviors Social Networks opengraph / socialgraph Geotagging and mobile apps Magentocom 2013 – Shanghai 24
  25. 25. NEW CHALLENGES NEW OPPORTUNITIES And the technology is ready Magentocom 2013 – Shanghai 25
  26. 26. CURRENT CRM MODELS Weaknesses Magentocom 2013 – Shanghai Evolutions 26
  27. 27. CURRENT CRM MODELS Weaknesses Evolutions Focus on Transactions Magentocom 2013 – Shanghai 27
  28. 28. CURRENT CRM MODELS Weaknesses Focus on Transactions Magentocom 2013 – Shanghai Evolutions Focus on purchase intention 28
  29. 29. CURRENT CRM MODELS Weaknesses Focus on Transactions Evolutions Focus on purchase intention Rewards on Revenue Magentocom 2013 – Shanghai 29
  30. 30. CURRENT CRM MODELS Weaknesses Evolutions Focus on Transactions Focus on purchase intention Rewards on Revenue Rewarding loyalty, sharing, contributions, influence Magentocom 2013 – Shanghai 30
  31. 31. CURRENT CRM MODELS Weaknesses Evolutions Focus on Transactions Focus on purchase intention Rewards on Revenue Rewarding loyalty, sharing, contributions, influence Multichannel Magentocom 2013 – Shanghai Magentocom 2013 – Shanghai 31
  32. 32. CURRENT CRM MODELS Weaknesses Evolutions Focus on Transactions Focus on purchase intention Rewards on Revenue Rewarding loyalty, sharing, contributions, influence Multichannel Omnichannels, away from “silo” managed strategies Important 2013 – Shanghai Magentocominformations 32
  33. 33. A BATTLE WORTH FIGHTING FOR 80% of businesses state that they offer a great customer experience Source: Forrester’s Customer Experience Index 2012 End notes Magentocom 2013 – Shanghai 33
  34. 34. A BATTLE WORTH FIGHTING FOR 37% of brands received good or excellent customer experience index scores in 2012. Source: Forrester’s Customer Experience Index 2012 End notes Magentocom 2013 – Shanghai 34
  35. 35. THE IMPORTANCE OF CRM • Cost of acquisition in China is very high (6x higher) • Losing customers is extremely costly • Chinese economy slowing done, loyalty becoming key Magentocom 2013 – Shanghai
  36. 36. THE IMPORTANCE OF LOYALTY Customers buy more & more often.. 50% 2X 5 Higher profits.. 88% Magentocom 2013 – Shanghai Loyalty members have 50% higher cart value than non-members Members purchase twice as frequent as non-members The return on every ¥ spent in increase of gross sales The difference in profitability between retailers with and without a loyalty program
  37. 37. DATA DRIVEN “The era of real-time data filtering” • Where are my Customers right now ? • What products are they interested in ? • Should I engage in a dialog with them ? • On which channel ? • For which content ? Magentocom 2013 – Shanghai
  38. 38. A NEW CRM
  39. 39. Magentocom 2013 – Shanghai
  40. 40. Magentocom 2013 – Shanghai
  41. 41. Magentocom 2013 – Shanghai
  42. 42. The need to be acknowledged recognise Adapt the offer Create a bond consolidate A client’s picture, status, wishlists, products, anything seen on the website, emails clicked… Recommended products according of history, profile… Email the user’s manual of a recently bought product, invitation via SMS… Consider the person as one and the same on any channel. Magentocom 2013 – Shanghai
  43. 43. Magentocom 2013 – Shanghai
  44. 44. Magentocom 2013 – Shanghai
  45. 45. Magentocom 2013 – Shanghai
  46. 46. Magentocom 2013 – Shanghai
  47. 47. Magentocom 2013 – Shanghai
  48. 48. Magentocom 2013 – Shanghai
  49. 49. Magentocom 2013 – Shanghai
  50. 50. Magentocom 2013 – Shanghai
  51. 51. Magentocom 2013 – Shanghai
  52. 52. Magentocom 2013 – Shanghai
  53. 53. Magentocom 2013 – Shanghai
  54. 54. Magentocom 2013 – Shanghai
  55. 55. Magentocom 2013 – Shanghai
  56. 56. 5 SaaS Mode Magentocom 2013 – Shanghai Omni channel Centralized Database Easy-to-use & intuitive Advanced Targeting Rewarding Program
  57. 57. Magentocom 2013 – Shanghai
  58. 58. Magentocom 2013 – Shanghai

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