© Vlerick Business School
CUSTOMER ENGAGEMENT
IN HET DIGITALE TIJDPERK
PROF. GINO VAN OSSEL

GINO.VANOSSEL@VLERICK.COM
AGENDA

1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era...
4
5
“EVER PURCHASED ONLINE”
(CORRECTED FOR OFFLINE POPULATION)

6

e-commerce in Belgium, Comeos, June 2013
share of heart

7
AGENDA

1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era...
1. target
9
2. engage
10
3. convert
11
4. bond
12
CUSTOMER JOURNEY

13

source: McKinsey
B2B

B2C
14
AGENDA

1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era...
TARGETING IN THE DIGITAL ERA

monochannel

multichannel

crosschannel
• traditional CRM
• who ?
• what message ?
• when ?
• what medium ?
%
SEARCH?

18
touch point

share of
share of
transactions transactions
hard goods
soft goods

paid search

32%

19%

natural search

25%...
• traditional CRM
• who ?
• what message ?
• when ?
• what medium ?

• the new reality
• customer in control
• “pull” > “p...
TARGETING IN THE DIGITAL ERA

monochannel

multichannel

crosschannel

omnichannel
TARGETING IN THE DIGITAL ERA

monochannel

multichannel

crosschannel

omnichannel
“If we focus on the customer,
the outcome will be right”

Jamie Nordstrom
head of Nordstrom Direct
customer centric
commerce
TARGETING IN THE DIGITAL ERA

25
B2C
26
27
28 |

Online extra info opzoeken over iets dat
ik in een reclamefolder gezien heb

73%

Online prijzen van winkels vergeli...
plus d’info sur

www.carrefour.eu/tv

29
30
31
• traditional CRM
• who ?
• what message ?
• when ?
• what medium ?
TARGETING IN THE DIGITAL ERA

33
B2B

34
“B2B buyers have B2C expectations
on e-commerce platforms”

35

Andy Hoar (Forrester Consulting)
36
37
38
39
AGENDA

1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era...
ENGAGEMENT IN THE DIGITAL ERA

monochannel

multichannel

crosschannel

omnichannel
B2C
42
43 |
44 |
45 |
“We are seeing about 34% of (pick-up) visits translating
into additional sales in shop and that number is growing
exponent...
path to
purchase

47

in-store
experience
B2B

49
“B2B customers are looking for
self-service solutions”

50

Andy Hoar (Forrester Consulting)
51 |

ENGAGEMENT IN THE DIGITAL ERA

pre-digital

digital

sales
rep:
knows little
about a lot

sales
rep:
knows little
ab...
“50% of B2B companies
buy from B2C websites”

52

Andy Hoar (Forrester Consulting)
53
54
AGENDA

1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era...
CONVERSION IN THE DIGITAL ERA

monochannel

multichannel

crosschannel

omnichannel
B2C
57
58
59
B2B

60
61 |

CONVERSION IN THE DIGITAL ERA

pre-digital

digital

result

sales
rep:
knows little
about a lot

sales
rep:
knows l...
from selling to helping to buy…
 from selling towards helping to buy

62
63
AGENDA

1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era...
BONDING IN THE DIGITAL ERA

monochannel

multichannel

crosschannel

omnichannel
B2C
66
BONDING IN THE DIGITAL ERA ?????

67
TARGETING IN THE DIGITAL ERA

68
TARGETING IN THE DIGITAL ERA

69
4. bond ?
70
CUSTOMER JOURNEY

71

source: McKinsey
93% of visitors
are store customers

72
73
74
75
LOCATION BASED

 medium ?
 permission based
 text message (SMS)
 most intrusive

 messaging inside an app
 requires ...
77
B2B

78
79
80
81
82
AGENDA

1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era...
84
customer centric
commerce
one size
doesn’t
fit all

86
OMNI-CHANNEL

monochannel

multichannel

crosschannel

omnichannel
OMNI-CHANNEL

monochannel

multichannel

crosschannel

omnichannel
share of heart

89
CONCLUSION

Prof. Gino Van Ossel
Retail management
E-commerce & omni-channel
Shopper & trade marketing
Channel management
...
CUSTOMISED MANAGEMENT PROGRAMMES
UNLEASH THE TRUE POTENTIAL OF YOUR PEOPLE & YOUR ORGANISATION

“The Macintosh Academy all...
Customer Engagement in the Digital Era
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Customer Engagement in the Digital Era

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Slides of Gino Van Ossel's talk at Cegeka's event It's all in the Mix on Nov 5, 2013.Gino Van Ossel is Marketing Professor at the Vlerick Business School and gives an overview of the elements you may want to consider in your Customer Engagement strategy.

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Customer Engagement in the Digital Era

  1. 1. © Vlerick Business School
  2. 2. CUSTOMER ENGAGEMENT IN HET DIGITALE TIJDPERK PROF. GINO VAN OSSEL GINO.VANOSSEL@VLERICK.COM
  3. 3. AGENDA 1. welcome to the digital era 2. customer journey 3. targeting in the digital era 4. engagement in the digital era 5. conversion in the digital era 6. bonding in the digital era 3 7. conclusion
  4. 4. 4
  5. 5. 5
  6. 6. “EVER PURCHASED ONLINE” (CORRECTED FOR OFFLINE POPULATION) 6 e-commerce in Belgium, Comeos, June 2013
  7. 7. share of heart 7
  8. 8. AGENDA 1. welcome to the digital era 2. customer journey 3. targeting in the digital era 4. engagement in the digital era 5. conversion in the digital era 6. bonding in the digital era 8 7. conclusion
  9. 9. 1. target 9
  10. 10. 2. engage 10
  11. 11. 3. convert 11
  12. 12. 4. bond 12
  13. 13. CUSTOMER JOURNEY 13 source: McKinsey
  14. 14. B2B B2C 14
  15. 15. AGENDA 1. welcome to the digital era 2. customer journey 3. targeting in the digital era 4. engagement in the digital era 5. conversion in the digital era 6. bonding in the digital era 15 7. conclusion
  16. 16. TARGETING IN THE DIGITAL ERA monochannel multichannel crosschannel
  17. 17. • traditional CRM • who ? • what message ? • when ? • what medium ?
  18. 18. % SEARCH? 18
  19. 19. touch point share of share of transactions transactions hard goods soft goods paid search 32% 19% natural search 25% 14% e-mail 19% 41% social media < 1% <2% other 23% 24% 19 Source: Forrester / GSI Commerce – Holiday attribution research ‘11 (Q1 – 2012)
  20. 20. • traditional CRM • who ? • what message ? • when ? • what medium ? • the new reality • customer in control • “pull” > “push” • traceability ?
  21. 21. TARGETING IN THE DIGITAL ERA monochannel multichannel crosschannel omnichannel
  22. 22. TARGETING IN THE DIGITAL ERA monochannel multichannel crosschannel omnichannel
  23. 23. “If we focus on the customer, the outcome will be right” Jamie Nordstrom head of Nordstrom Direct
  24. 24. customer centric commerce
  25. 25. TARGETING IN THE DIGITAL ERA 25
  26. 26. B2C 26
  27. 27. 27
  28. 28. 28 | Online extra info opzoeken over iets dat ik in een reclamefolder gezien heb 73% Online prijzen van winkels vergelijken 70% Online prijzen van producten of diensten vergelijken 70% Online opzoeken wat er te koop is in winkels alvorens ik ga winkelen 65% Online beoordelingen van consumenten raadplegen: producten 57% Aanbod verkennen alvorens naar de winkel te gaan Online beoordelingen van consumenten raadplegen: winkels 55% 36% % eerder + helemaal akkoord bron: “Retail in Belgium,” InSites/Vlerick, 2012 (n = +170 per uitspraak)
  29. 29. plus d’info sur www.carrefour.eu/tv 29
  30. 30. 30
  31. 31. 31
  32. 32. • traditional CRM • who ? • what message ? • when ? • what medium ?
  33. 33. TARGETING IN THE DIGITAL ERA 33
  34. 34. B2B 34
  35. 35. “B2B buyers have B2C expectations on e-commerce platforms” 35 Andy Hoar (Forrester Consulting)
  36. 36. 36
  37. 37. 37
  38. 38. 38
  39. 39. 39
  40. 40. AGENDA 1. welcome to the digital era 2. customer journey 3. targeting in the digital era 4. engagement in the digital era 5. conversion in the digital era 6. bonding in the digital era 40 7. conclusion
  41. 41. ENGAGEMENT IN THE DIGITAL ERA monochannel multichannel crosschannel omnichannel
  42. 42. B2C 42
  43. 43. 43 |
  44. 44. 44 |
  45. 45. 45 |
  46. 46. “We are seeing about 34% of (pick-up) visits translating into additional sales in shop and that number is growing exponentially at the moment. It’s typically or increasingly for purchases that the customer didn’t think they would make. So it is quite out with whatever they were going to collect.” 46
  47. 47. path to purchase 47 in-store experience
  48. 48. B2B 49
  49. 49. “B2B customers are looking for self-service solutions” 50 Andy Hoar (Forrester Consulting)
  50. 50. 51 | ENGAGEMENT IN THE DIGITAL ERA pre-digital digital sales rep: knows little about a lot sales rep: knows little about a lot ignorant customer: knows nothing informed customer: knows a lot about little
  51. 51. “50% of B2B companies buy from B2C websites” 52 Andy Hoar (Forrester Consulting)
  52. 52. 53
  53. 53. 54
  54. 54. AGENDA 1. welcome to the digital era 2. customer journey 3. targeting in the digital era 4. engagement in the digital era 5. conversion in the digital era 6. bonding in the digital era 55 7. conclusion
  55. 55. CONVERSION IN THE DIGITAL ERA monochannel multichannel crosschannel omnichannel
  56. 56. B2C 57
  57. 57. 58
  58. 58. 59
  59. 59. B2B 60
  60. 60. 61 | CONVERSION IN THE DIGITAL ERA pre-digital digital result sales rep: knows little about a lot sales rep: knows little about a lot conversion: increasing ingnorant customer: knows nothing informed customer: knows a lot about little interactions: less & shorter satisfaction: decreasing (customer & staff !!)
  61. 61. from selling to helping to buy…  from selling towards helping to buy 62
  62. 62. 63
  63. 63. AGENDA 1. welcome to the digital era 2. customer journey 3. targeting in the digital era 4. engagement in the digital era 5. bonding in the digital era 6. conclusion 64
  64. 64. BONDING IN THE DIGITAL ERA monochannel multichannel crosschannel omnichannel
  65. 65. B2C 66
  66. 66. BONDING IN THE DIGITAL ERA ????? 67
  67. 67. TARGETING IN THE DIGITAL ERA 68
  68. 68. TARGETING IN THE DIGITAL ERA 69
  69. 69. 4. bond ? 70
  70. 70. CUSTOMER JOURNEY 71 source: McKinsey
  71. 71. 93% of visitors are store customers 72
  72. 72. 73
  73. 73. 74
  74. 74. 75
  75. 75. LOCATION BASED  medium ?  permission based  text message (SMS)  most intrusive  messaging inside an app  requires installing…  … and opening the app  online advertising  search advertising  bannering 76
  76. 76. 77
  77. 77. B2B 78
  78. 78. 79
  79. 79. 80
  80. 80. 81
  81. 81. 82
  82. 82. AGENDA 1. welcome to the digital era 2. customer journey 3. targeting in the digital era 4. engagement in the digital era 5. bonding in the digital era 6. conclusion 83
  83. 83. 84
  84. 84. customer centric commerce
  85. 85. one size doesn’t fit all 86
  86. 86. OMNI-CHANNEL monochannel multichannel crosschannel omnichannel
  87. 87. OMNI-CHANNEL monochannel multichannel crosschannel omnichannel
  88. 88. share of heart 89
  89. 89. CONCLUSION Prof. Gino Van Ossel Retail management E-commerce & omni-channel Shopper & trade marketing Channel management gino.vanossel@vlerick.com @ginovanossel 90
  90. 90. CUSTOMISED MANAGEMENT PROGRAMMES UNLEASH THE TRUE POTENTIAL OF YOUR PEOPLE & YOUR ORGANISATION “The Macintosh Academy allows my international key retail management to be ahead of the curve. Vlerick designed a programme that really broadened our retail perspective.” Frank De Moor – Chairman, Macintosh Retail Group Customised management programmes are impactful learning solutions meeting your specific business needs. The retail & consumer goods industry is one of Vlerick Business School’s 4 strategic focus industries. 2012 facts and figures:  121 customised programmes for 84 different companies  4.529 participants in 14 countries worldwide  above 80 % satisfaction rates Some of our Retail & Consumer Goods customers: Want to know more? Contact Eva Pelgrims +32 497 38 86 51 | eva.pelgrims@vlerick.com

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