Sales en Marketing staan voor een gigantische uitdaging: de real-time, engaged customer verwacht veel van jouw merk, niet morgen maar NU. Hoe ben je relevant voor je klant? Hoe focus je niet alleen op operationele efficiëntie maar genereer je ook extra omzet? Aan de hand van praktische cases, do’s & dont’s, vertelt Kris hoe je als organisatie een moderne, future proof relatie opbouwt met je klant waarin customer insights en omni channel marketing centraal staan. Klaar om mee in het hoofd van de klant te kruipen?
4. The
Customer
Is
OMNI
Lines between offline and online shopping
experiences are blurring
Research online and
buy products online
Research online and
visit store to
purchase
Visit a store, and then
purchase online
Research online visit store to
view product, then return
online to purchase
44%
51%
17%
32%
9. Identify Differentiate Monitor Interact Customize
Connect the dots !
Mobile
SOCIAL
MEDIA
SOCIAL
INSIGHT
MOBILE
APPS
Social
Media
INTER-FACES
Web Sites
BI
SHOPS Loyalty
DATA
QUALITY
services
Internal Management
WEB
SITES
GOOGLE ESHOP
BEHAVIO
R
ERP
CRM
KIOSK
Customer
service
Physical
Stores
Contact
Centers
Off-line EVENTS
Marketing
Insights
Platform
MIP
EMAIL
DM
SMS
Multi
Channel
Push
Facebook
ADS
Twitter
Vouchers
21. Identify Differentiate Monitor Interact Customize
Ad hoc campaigns
Spring
Promo
New Year
Promo
Back to
School
Upsell Xmas
campaign
Cross-sell
campaign
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
22. Identify Differentiate Monitor Interact Customize
In reality
Single shot actions
Organised in silos
Focus on reach
Cost cutting optimization
24. Identify Differentiate Monitor Interact Customize
Customer Journey Events
Kocht al een tijdje
geen boek meer
Klikte gisteren vooral
op reisboeken
Is volgende week
5 jaar klant
Is fan van dwarsliggers
Heeft net een boek
besteld
Laatste DM kwam
retour
Kocht net een boek
Is morgen jarig
Gaf een lage
NPS waardering
26. Identify Differentiate Monitor Interact Customize
Spring
Promo
New Year
Promo
Back to
School
Upsell Xmas
campaign
Cross-sell
campaign
Life Cycle Based Programs
Product Cycle Based Programs
Relationship Based Programs
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
EVENT DRIVEN MARKETNG
PROGRAMS
Trigger Based Programs
Local Based Programs
27. EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
Time
TODAY
Communication is constantly
triggered based on individual
behavior of the customer !
Real-time Trigger Based
Identify Differentiate Monitor Interact Customize
28. Identify Differentiate Monitor Interact Customize
Results
“Gemiddelde response van 10-11% met trigger based marketing,
tegenover 2-3% met traditionele direct mail campagnes.”