CRM på én dag: Jonas Munk SAS Institute

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CRM på én dag: Jonas Munk SAS Institute

  1. 1. Kontaktpunkt analyse Jonas Munk, Business Advisor SAS Institute Email: jonas.munk@sas.com, Mobil: +45 5138 7526
  2. 2. Jonas Munk • SAS Institute • Clear Channel Danmark • IBM Danmark • Copenhagen Business School • Other: Touchpoint analysis and CRM
  3. 3. • Hvad er en kontaktpunktsstrategi • Situaion – Flere kanaler, væk fra masse etc. – Det handler om kommunikaton
  4. 4. 4 Message Overload On any given day, the customer will be exposed to nearly 3,000 media messages. They will pay attention to 52. They will positively remember 4. The chance they will remember your ad is 0.013%! D. Mastervich, VP, Sales Strategy, U.S. Postal Service, VDP Conference Presentation
  5. 5. DRIVING VALUE FROM CUSTOMER RELATIONSHIPS IS INCREASINGLY COMPLEX Products Channels & Business Functions Offers, Services & Pricing Checking Savings LoansCredit Cards Mortgages Customers & Prospects Web E-mail Mail Print BranchPhoneMobile Social RiskAdvisorATM CollectionsTV Radio Finance Insurance InvestmentsLines $ Service
  6. 6. Social media – amplifying number of touchpoints 5 September 2013 6
  7. 7. 7 Channel / Media Trustworthiness Epsilon Targeting Step 3: Multichannel Marketing
  8. 8. Source: Edelman et al. 2010 Traditional decision journey 5 September 2013 8
  9. 9. Source: Edelman et al 2010 New customer decision journey 5 September 2013 9
  10. 10. • Consider – TOM brands: Touchpoints – Ads, store displays, WOM • Evaluate – Seeking input: Touchpoints – peers, reviewers, retailers, brands • Buy – Point of purchase: Touchpoints – placement, packaging, availability, pricing, sales interactions • Enjoy, Advocate, Bond – Deeper connection: Touchpoints – online, mobile, research, advocate, WOM Key considerations 5 September 2013 10 2012 COPYRIGHT SAS INSTITUTE 70% budget Source: Edelman et al 2010
  11. 11. Source: Vandermerwe 2000, and Dunn & Davis 2004 Managing the customer experience 5 September 2013 11 DURING POST PRE Influence whether or not to consider buying: - Advertising - WOM - Direct mail - Social media Moving from consideration to purchase: - Direct sales - Physical store - Contact center - Social media Leverage after sale to improve brand experience: - Installation - Customer service - Warranty - Surveys - Maintenance - Upgrades - Portfolio
  12. 12. ACCENTURE RESEARCH 2011 COMPANIES THAT INVEST IN ADVANCED ANALYTICAL CAPABILITIES OUTPERFORM THE S&P 500 ON AVERAGE BY 64% 65% OF HIGH-PERFORMING COMPANIES HAVE SIGNIFICANT DECISION-SUPPORT AND ANALYTICAL CAPABILITIES 77% OF HIGH-PERFORMING COMPANIES HAVE ANALYTICAL CAPABILITIES ABOVE AVERAGE ONLY 40% OF MAJOR BUSINESS DECISIONS ARE BASED ON DATA AND FACTS INADEQUATE INFORMATION ACCESS REDUCES KNOWLEDGE WORKERS’ PRODUCTIVITY BY 54% 36% OF HIGH-PERFORMING COMPANIES VALUE ANALYTICAL INSIGHTS
  13. 13. Fra outbound til inbound “The Emergence Of Customer Experience Management Solutions”
  14. 14. Time to Get it Right Treat customers the way we want to be treated… …and generate double-digit increases in response and revenue Overview
  15. 15. Personalized “Next Best Product” offer executed across… nbp Branch/Advisor
  16. 16. The NBO 4 main components Customer Behavior Importance Previous ContactsRestrictions “The product was already offered to this customer” “The probability of the customer to aquire the product” “The profitability generated if the customer aquire the product” “The product can be sold to the customer”
  17. 17. Maximering af kundeværdi Potential Risk Customer Value Profitability Data Front Office Back Office Product Silos System Limitations Maximise Customer Revenue, Reduce Cost to Serve, Enhance Margin Customers
  18. 18. • Understanding the decision journey and customer activity cycle of your core customers • Prioritizing and evaluate your most important touchpoints and services (incl. NBO’s) • Allocate resources (people and technology) How to get started 5 September 2013 19 2012 COPYRIGHT SAS INSTITUTE

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