Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to build an effective omni-channel CRM & Marketing Strategy & 360 customer profile

3,633 views

Published on

How to tackle current market trends regarding CRM & Loyalty strategies? How to be relevant, make a difference, synchronize marketing channels and profile customers. Demo screens of Comarch CRM & Marketing platform and introduction to the Loyalty 3.0 approach. How to engage and retain customers these days?

Published in: Marketing

How to build an effective omni-channel CRM & Marketing Strategy & 360 customer profile

  1. 1. OMNI-CHANNEL CRM&MARKETING STRATEGY & 360 CUSTOMER PROFILE HOW TO BUILD UP AN EFFECTIVE Comarch Loyalty Breakfast 2016 Loyalty 3.0 in the Digital Era – New approach to Loyalty Marketing
  2. 2. joanna.gaweda@comarch.com JOANNA GAWEDA CRM&Marketing Consulting Director European Countries
  3. 3. • Multiprogram offering • Emotions over transactions • Customers get what they want • Better customer insights • RELEVANCY: how to reach the right time? • MAKING A DIFFERENCE: are points and/or discounts enough? • SYNCHRONIZATION: how to do more good than harm? • FULL CUSTOMER PROFILE: is it even possible? • Omnichannel marketing • Proximity marketing • Advanced personalization • Big Data collection MAJOR MARKET TRENDS: BA TRANSFORMATION PATH: KEY CHALLENGES:
  4. 4. 1. Comarch CRM&Marketing Suite – what is it? 2. Our approach to Loyalty 3.0 – how is it different? 3. Omnichannel strategy – how to control it? 4. 360 Customer profiling – is that even possible? AGENDA
  5. 5. Comarch CRM & Marketing Platform
  6. 6. Comarch CRM & Marketing Platform
  7. 7. Comarch CRM & Marketing Platform
  8. 8. Comarch CRM & Marketing Platform
  9. 9. Comarch CRM & Marketing Platform
  10. 10. Comarch CRM & Marketing Platform
  11. 11. COMARCH CRM&MARKETING CUSTOMERS
  12. 12. 1. Comarch CRM&Marketing Suite – what is it? 2. Our approach to Loyalty 3.0 – how is it different? 3. Omnichannel strategy – how to control it? 4. 360 Customer profiling – is that even possible? AGENDA
  13. 13. How do YOU define LOYALTY 3.0?
  14. 14. LOYALTY 3.0: OUR APPROACH Digital Emotional Engagement Internet of Things Traditional Loyalty CRM
  15. 15. 1.0: TRADITIONAL LOYALTY CRM • Statuses • Points • Discounts • Rewards • Lotteries • Auctions • Messages • Benefits • Coupons • Vouchers • Tiers • And many more ….
  16. 16. 2.0: MODERN DIGITAL ENGAGEMENT
  17. 17. 3.0: INTERNET OF THINGS Internet became natural environment for all interactions Testimonials and recommendations of friends & strangers are used Usage of smartphones, tablets, laptops, iWatchs Interest in gadgets & high tech Comparing offers online before purchasing iPhone fans Appreciates technologies faciliating life
  18. 18. LOYALTY 3.0: VISION OF THE FUTURE Talking Stores Engaged Consumers Talking devices Talking Products
  19. 19. Loyalty 3.0+ What are other areas that can help you optimize your loyalty program & CRM strategy results?
  20. 20. What is for you the most important sales and communication channel?
  21. 21. EMPLOYEES LOYALTY & ENGAGEMENT High impact on our business results, but generally our employees (e.g. site stuff) is NOT:  interested in engaging clients to use their loyalty card  interested in winning new loyalty program customers  at all motivated (exhausting and repetitve job)  or does not feel part of the organization (especially in case of dealers & business partners)  and many others..
  22. 22. BUSINESS PARTNERS LOYALTY & ENGAGEMENT
  23. 23. LOYALTY 3.0: OUR VISION Talking Stores & Partners Engaged Consumers & Employees Talking devices Talking Products & Shelves
  24. 24. 1. Comarch CRM&Marketing Suite – what is it? 2. Our approach to Loyalty 3.0 – how is it different? 3. Omnichannel strategy – how to control it? 4. 360 Customer profiling – is that even possible? AGENDA
  25. 25. MODERN MULTICHANNEL APPROACH
  26. 26. MARKETERS CHALLENGES Duplication issues Customer fatigue Prioritization Right time delivery Advanced Planning Proper Synchronization Automatic Execution Ongoing Monitoring YOUR KEY CHALLENGES YOUR KEY DIFFICULTIES REAL-TIME DECISION MAKING SUPPORT ACROSS VARIOUS CHANNELS
  27. 27. COMARCH RESPONSE  Interactive Marketing Calendar  Multistage Campaigns Flows  Business rules engines  Real-time integration  Social Mining tools  Internet of Things  Ongoing monitoring  Recommendation engine
  28. 28. REAL-TIME DECISION MAKING SUPPORT Which products are being sold together? To whom shall I direct my next campaign? Which products is my bestseller now and why? Which products are being sold more often in location A than in location B and why? Who is my typical client? How can I encourage more of them?
  29. 29. HIGH LEVEL OF PERSONALIZATION Behaviour Profile Customer Value Promotion Sensitivity Retention / Churn Profile data - interests All interactions with Brand Listen and React Member-gets-Member CRM SOCIAL MEDIA Web Activity Mobile App Usage Contact Center Questionnaires INTERACTIONS Partner Offers Events Bloggers & Influencers SPECIALS
  30. 30. POWERFULL RECOMMENDATION ENGINES Client Lifetime Value Customer Retention Shop / Site performance Points issuance/ redemptions Next Best Offer Points/marketing budget expenditures Sales Staff Analysis Call center - contact center analysis
  31. 31. MULTICHANNEL CUSTOMER JOURNEY
  32. 32. 1. Comarch CRM&Marketing Suite – what is it? 2. Our approach to Loyalty 3.0 – how is it different? 3. Omnichannel strategy – how to control it? 4. 360 Customer profiling – is that even possible? AGENDA
  33. 33. DEEP CUSTOMERS CLUSTERING & PROFILING  Geography segmentation: e.g. continent, country, city, district, distance  Socio-demographic segments: e.g. gender, age, family, job, income, car  Behavioral segments: e.g. RFM, GABIN, segment migrations, churners  Activity segments: within the loyalty program, participation in promotion, cherry pickers, points issuance/redemption/expiration, responsiveness to campaigns, rewards ordering, call-center contacts, mobile application activity, social media activity, surveys answers  Product segmentation: e.g. garden, food, animals  Lifestyle segmentation: home birds, romantic, grab&go
  34. 34. 360 PROFILES MANAGEMENT  100% web access;  Interactive reports making / viewing;  Interactive dashboards making / viewing;  Intuitive interface;  User-friendly visualizations;  Charts/ Sparklines/ KPI’s  Build in In memory Engine;  Support for various export formats  Big Data Connector
  35. 35. Controlling and reporting Comarch DWM MDM Mobile Advanced Analytics COMARCH BUSINESS INTELLIGENCE SUITE for CRM&Marketing
  36. 36. SUMMARY
  37. 37. COMARCH VS YOUR CHALLENGES Traditional Loyalty CRM Modern Digital Engagement Internet of Things Employees engagement Loyalty partnerships Business Intelligence Control over effective omnichannel strategy Comarch Loyalty Management 5.0 Comarch Customer Engagement 2.0 Comarch Mobile App Comarch Beacons Comarch Smart Cities Comarch Enterprise Engagement Platform Comarch Loyalty Management 5.0 Comarch Data Hub Comarch Smart Cities Comarch Business Intelligence Comarch Social Mining Comarch Loyalty Management 5.0 Comarch Campaign Management 2.1. Comarch Business Consulting & Managed Services
  38. 38. • Relevancy : replace the real-time, by the RIGHT TIME • Making a difference: replace Customers, by HUMAN BEINGS • Synchronization: replace frequency, by RELEVANCY • Customer profile: include the whole OMNICHANNEL APPROACH SUCCESS FACTORS:
  39. 39. Zofia WOŹNIAK Engagement Solutions Specialist – Europe zofia.wozniak @comarch.com Joanna WENDORFF CRM&Marketing Business Solutions Manager – CEE joanna.wendorff @comarch.com Francesca BORGATO CRM&Marketing Business Solutions Manager – Italy francesca.borgato @comarch.com Carlos MARTIN CRM&Marketing Business Solutions Manager – Spain carlos.martin @comarch.com OUR EXPERTS – READY TO ANSWER ALL YOUR QUESTIONS Anna BAZELA Business Intelligence Business Solutions Manager – Benelux anna.bazela @comarch.com
  40. 40. THANK YOU Joanna Gawęda CRM&Marketing Consulting Director European Countries joanna.gaweda@comarch.com + 32 473 72 00 09 Comarch.com

×