13. Staying connected with your customers
The worldofcustomers has been condensed
intoa smartphone with which he:
-Requests information
-Searches for alternatives
-Asks friends
-Places orders
-Pays online
-Tracks delivery
-And complains
He expects you dotoreact with all of the
above. And that 24/7 in real time, please…
1
14. The first hurdle to take:
Each customer is different, or not
≠ ≠
1
15. The second hurdle to take:
Many systems with different data
≠
≠
Name Johan Kroon
Address Haverstraat
City 3511 NA Utrecht
Phone 030-2347890
Email J.Kroon@gmail.com
Name J. Kroon
Address Haverstr.
City Utrecht
Phone 06-12398760
Email Name Johan Kroon
Address Haverstraat 10
City Utrecht
Phone
Email j.kroon@kpnmail.nl
ERP system
CRM system
Webshop
1
16. Getting the right information
Customer Data
Management
Campaign Management
Segmentation and
Predictive
Modeling
Marketing and
Customer
Intelligence
Management and
Intelligent insight
and trigger driven
campaigns
-
0
50
100
150
200
250
300
350
400
0 25 50 75 100
Campaign
Wave 1
Campaign
Wave 2
Campaign
Wave 3
Strugglers and
Builders
Penetration
Target
Big Loyalists
At Risk
Speciality
Users
Investors
1 2 3 4 5
Top 10% 1 7.7% 0.7% 0.3% 0.5% 0.8% 10.0%
Next 20% 2 10.8% 1.5% 1.0% 5.0% 1.6% 19.9%
Next 30% 3 5.1% 1.9% 6.5% 13.7% 2.9% 30.1%
Next 30% 4 0.7% 2.5% 15.2% 8.1% 3.5% 30.0%
Bottom
10%
5 0.0% 1.5% 5.1% 0.5% 2.9% 10.0%
24.3% 8.1% 28.1% 27.8% 11.7% 100.0%
ValueSegments
Behavior Segments
Commercial Customer Distribution in Behavior - Value Segmentation
IVoC
Client
DWs
Client
DBs
External
Data
Data
Capturing
and
Extracting
Data Parsing,
Cleansing &
Standardising
Data
Validation,
Enriching
and
Refinement
Data
Matching
and Linking
Data
Reporting
and Analysis
List
Generation
and
Management
Marketing
and
Campaign
Management
Campaign
Execution
and
Fulfilment
Integration
with day-to-
day business
operations
Customer Analytics
Campaign
Management and
execution
Integrated View of
the customer
Data cleansing and
enrichment
1
27. ERP
System
CRM
System
Webshop
System
Integration Layer
Customer
Data
Hub
Create
Read
Update
Delete
E - 113 C - 76 W - 986
Utrecht, 3511 NA113E HaverstraatJohan Kroon
Utrecht76C Haverstr.J. Kroon
Utrecht986W Haverstraat 10Johan Kroon
E - 113 C - 76 W - 986
Record: System C - 76
Name: J. Kroon
Address: Haverstr.
City: Utrecht
Zipcode:
Record: System W- 986
Name: Johan Kroon
Address: Haverstraat 10
City: Utrecht
Zipcode:
Record: System E - 113
Name: Johan Kroon
Address: Haverstraat
City: Utrecht
Zipcode: 3511 NA
UtrechtHaverstraatKroon
Source records (keys and attributes)
“Golden Record”
Customer Data
Records
12 10 3511 NAJ. Johan
Het Golden Record – The Personal Approach
28. UtrechtHaverstraat12 10J. Johan Kroon 3511 NA
Golden Record
Search: J. KroonCust nr: 12
First name: Johan
Given name: Kroon
Address: Haverstraat 10
City: Utrecht
State: UT
Phone: +31 30 123 7890
Email:
JKroon@mymail.com
Twitter @JKroon
Web order (updated April, 4th, 2013)
Product: car damage
Value $ 340
Status: Acceptence pending
Activities (marketing)
Last contacted february 5th, 2013
Who Jenny Jones
Subject: campaign # 539