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Innovation in customer engagement

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Presentatie door Floris Regouin - Samsung

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Innovation in customer engagement

  1. 1. Floris Regouin, Head of Digital Marketing & eCommerce, Samsung Benelux Innovation in Customer Engagement
  2. 2. Meaningful progress
  3. 3. No more barriers.
  4. 4. Saturation.
  5. 5. All about you.
  6. 6. Information abundance.
  7. 7. On every screen.
  8. 8. With a flick of a switch.
  9. 9. Directly with us.
  10. 10. @
  11. 11. 1971
  12. 12. verb ‘to involve (a person or his attention) intensely’ engage
  13. 13. T H R O U G H A M U T U A L R E L A T I O N S H I P
  14. 14. Build loyalty around the brand We needed a clear CRM strategy: Get – Keep - Grow DB Welcome Touch points Relevant messages Customer Life Cycles Product Life Cycles Database Cross sell Print Website Mobile Community Store CallcenterE-mail Activation Retention Galaxy S5 Galaxy S6 TV (7, 8, 9) Tab S S-UHD TV Campaign A Campaign B Campaign Y Campaign Z Social Media WebshopService Desk Reactivation Win back… Mobiledata DB DB DB external data sources for enrichment Integrate CRM with all touch points Engage continuously Build loyalty around the product One central database, continously enriched New innovative campaigns using historic data
  15. 15. Leading the way for Europe into new innovative ways of engagement in 1 year for 14 countries in 15 languages through 500 campaigns& projects over 300.000.000 emails delivered with very low opt-outs
  16. 16. Next best action plan to optimize relevance and stimulate purchase
  17. 17. AnnounceTease Amplify Delight And this is what it looks like 28,6 k pre-registrations Mail 1 Welcome Mail 2 Point Out Mail 3 Assist Mail 4 Supplement Mail 5 Enquire PURCHASE UNPACKED Pre-order NOW! Now IN STORE TEASER 2TEASER 1
  18. 18. 3. NOTE 4 PUSH MESSAGE 14 October 1. MONTHLY NEWSLETTER 7 October 2. NOTE 4 PRE-ORDER 10 October 4. MONTHLY NEWSLETTER 17 October Source: Forrester / Adformatie
  19. 19. While we enriched household data and introduced our product within a relevant context. Engagement was high. Over 240.000 people were reached
  20. 20. 1 2 3 4
  21. 21. While we increased our total numbers of opt-ins and enriched our database identifying new opportunities. XXXXX completed the test
  22. 22. Make people aware that having an old fridge equals a waste of energy and money, while enriching our database to increase relevance in communication
  23. 23. ‘How old is your fridge?’ 1 ‘You could save X’ 2 +3 days: Follow up e-mails 7-15 years+ 0-6 years 3 VERSION 2 ‘your fridge is okay, we give you extra tips and check our Smart Home products’ VERSION 1 ‘you could save energy, here is an offer for a new fridge’
  24. 24. 8,3 60% Years old on average Owns 7+ year old fridge 44k Profiles enriched
  25. 25. Food Travel Lifestyle Culture Good Home Technology & innovation Technology & innovation Technology & innovation Technology & innovation Technology & innovation Technology & innovation
  26. 26. Quick recap: how to start innovating your own customer engagement GET BUILD UP YOUR DATABASE AND KNOWLEDGE KEEP STRENGHTEN THE RELATION AT EVERY INTERACTION GROW AIM FOR AND INCREASE THE CONSUMER LIFETIME VALUE INTEGRATE LOOK THROUGH THE EYES OF THE CONSUMER KEEP TESTING & START INNOVATING TEST TO LEARN WHAT IS WORKING AND WHAT IS NOT, COOPERATIVELY EXPAND & NEVER GIVE UP CHALLENGE YOURSELF, YOUR TEAM AND YOUR AGENCIES
  27. 27. Start with the end in mind (Steven Covey)… {Digital Leadership} …then break it down and sit on top (Floris Regouin)

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