10 Building Blocks to World Class CRM
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Antony Lea, Group CRM Director at Treatwell The Building Blocks to creating world class CRM 10 simple steps to building CRM capability within your company. From mean, lean startups to multi-national behemoths Antony covered 10 simple steps to go from nothing to world class CRM. This include data, creatives, people, process, technology and overall strategy!
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10 Building Blocks to World Class CRM
- 1. 10 Building blocks to ‘world class’ CRM Antony Lea
- 3. KPI’s “If it cannot be measured, it cannot be managed” Peter Drucker
- 7. KPI’s ORDERS
- 9. KPI’s
- 14. TAC Measure “A person without data, is just a person with an opinion” Stuart Broughton
- 15. TAC Measure
- 16. TAC Measure
- 17. TAC Measure
- 18. TAC Measure
- 19. TAC Measure
- 20. TAC Measure
- 21. Segment “If you’re not thinking segments, you’re not thinking!” Theodore Levitt
- 22. Segment
- 23. Segment
- 24. Segment
- 30. Segment
- 31. Evaluate “You have brains in your head. You have feet in your shoes. You can steer yourself in any direction you choose” Dr Seuss
- 32. Evaluate
- 33. TAC Strategy “Luck is what happens when preparation meets opportunity” Seneca The Younger
- 34. TAC Strategy Group Head of CRM Group CRM Director DACH CRM Manager BENELUX CRM Manager FRITES CRM Manager UK & IRELAND CRM Manager UK & IRELAND CRM Executive
- 35. TAC Strategy Campaign Manager Head of CRM CRM Analyst HTML Coder Program Manager CRM Executive CRM Intern Technical CRM Manager
- 36. TAC Strategy
- 37. TAC Strategy
- 38. TAC Strategy
- 39. TAC Strategy
- 40. TAC Strategy
- 41. Data “However you gather, manage and use information will determine whether you win or lose” Bill Gates
- 42. Data
- 46. Data Transactional Email Behaviour Site BehaviourDevice Behaviour
- 47. Data Device Behaviour Transactional Email Behaviour Site Behaviour CS Interactions
- 48. Data Device Behaviour Transactional Email Behaviour Site Behaviour CS Interactions Reviews
- 49. Data
- 50. Content “Content builds relationships. Relationships are built on trust. Trust drives revenue” Andrew Davis
- 51. Content
- 52. Content
- 53. Content
- 54. Content
- 55. Content
- 56. Content
- 57. Content
- 58. Content
- 59. TAC Automate “If you want something to happen, ask. If you want it to happen often, automate it” Ivan Cherevko
- 60. TAC Automate
- 61. TAC Automate
- 62. TAC Automate
- 63. Recommend “They’ll take suggestion as a cat laps milk” William Shakespeare
- 64. Recommend
- 65. Recommend
- 66. Recommend
- 67. Recommend
- 69. 10 Omni-channel
- 70. 10 Omni-channel
- 71. 10 Omni-channel
- 72. 10 Omni-channel
- 73. In conclusion
- 82. In conclusion 1. kpi’s 2. measure 3. segment 4. evaluate 5. strategy 6. data 7. content 8. automate 9. recommend 10.omni-channel
- 83. Final thought
Editor's Notes
- My boss will kill me But I just want to say this is taken as standard in CRM If you ever see this in another CRM presentation then walk out
- Peter Drucker Austrian born Management consultant, educator and author The man who invented management
- So if these 3 areas are where a business can spend it’s time
- Usually they are heavily focused on execution - particularly in CRM
- Whereas, for me, the first step is review what you currently do Don’t come in suggesting 28 segments, 56 creatives, 168 dynamic content blocks See how current efforts are affecting the company targets Establish KPI’s
- Lot’s of business’s main KPI is ORDERS
- Which focuses you solely at the bottom of the funnel
- However, in CRM terms this means you are wringing every last drop out of your customers or at least the ones most likely to purchase
- CRM has to focus further up the funnel as well, to increase the size of the pot
- So we made email clicks one of the KPI’s - to ensure we were affecting considerations
- and then worked to the top of the funnel to add in email opens Get more customers to open Get more to click You WILL get more orders - from wider group of custpomers
- Then we added a couple more Ensure these reflect your company targets & strategy Agree these with your key stakeholders Communicate them around your business
- Stuart Broughton English philosopher My first boss in my first job out of university
- Now you have agreed KPI’s Measure them However you can
- Use Excel
- Integrate them into Looker
- Utilise the power of Google Analytics
- Write them in a pad if you have too
- Just make sure you know your current benchmarks In interviews I am always asked - can you move the needle It depends where the needle is - and lot’s of companies don't even know this AND Which needles are being moved - which aren’t?
- Theodore Levitt American Economist Professor at Harvard Business School
- Segmentation can be simple
- Segmentation can be more complex
- There is no end to segmentation (or to the amount of images i can find for segmentation)
- My advice - Start simple For example Active - Dormant
- Send them the same campaign
- Compare results across agreed KPI’s
- Decide if you need more/different campaigns, CTA’s messages?
- Compare results across agreed KPI’s
- Introduce other simple segmentations The more segments you create the more complex it gets RFM is the most used - but can create 27 segments Report on (as many of) these segments (as practical) ...even if you only send them all the same content THIS WILL HELP INFORM YOUR STRATEGY
- Dr Seuss
- This is when you have to use all your knowledge and experience and aim to be the most intelligent person on the planet This is when you create your strategy You have to be a mix of all these highly intelligent people How effective is CRM currently? Which customer segments can you affect? What is the potential ROI? What investment does that justify? Define your strategy - people and technology Agree the budget
- Seneca The Younger Roman Philosopher Born 4BC Died 65AD
- From your strategy you can determine People - what skills, experience, r&r’s
- Dependent upon so many factors Betfair has a team of 20 in data engineering and 25 in creative Coral was a start-up from scratch - so we outsourced NOTHS had issues getting hold of customer data - so data literacy was the key What did you decide during your evaluation?
- Technology There’s a lot of choice
- Industry benchmarks and guidance is provided by independent companies such as Forrester
- Managed Service OR Software as service
- What’s internal? What do you outsource?
- Be clear in determining your 12 - 24 and 36 month plan Like a game of chess - plan 5 or 6 moves ahead
- Bill Gates Co founder of Microsoft The Richest person in the world
- What data do you have available? What is easy to add? It’s about building a complete view of the customer
- Transactional data
- What data do you have available? What is easy to add? Transactional data Email behaviour Site behaviour Mobile/Desktop/App Single customer view?
- What data do you have available? What is easy to add? Transactional data Email behaviour Site behaviour Mobile/Desktop/App Single customer view?
- What data do you have available? What is easy to add? Transactional data Email behaviour Site behaviour Mobile/Desktop/App Single customer view?
- What data do you have available? What is easy to add? Transactional data Email behaviour Site behaviour Mobile/Desktop/App Single customer view?
- What data do you have available? What is easy to add? Transactional data Email behaviour Site behaviour Mobile/Desktop/App Single customer view?
- Single customer view? HAS to be the aim - but are as rare as Unicorns I’ve never seen either Then you can truly begin personalising rather than segmenting
- Andrew Davis Marketing Speaker & Best Selling Author of Brandscaping 2016 Highest rated ‘key-note speaker’
- Content marketing is definitely a new buzz word that you’ll hear But the idea itself isn’t new
- Content is essentially everything that is available in your company to tell your customers about? Campaigns, editorial, promos, product releases, etc?
- Determine and agree who is responsible for generating content? How does this process work?
- Evergreen vs perishable Evergreen is the gift that keeps on giving
- Use whatever picture you have of the customer from their data
- Match that to the content you have available
- Target the right content to the right segment of customers?
- Feed their behaviour back into your data Then you can properly affect the content you generate
- Ivan Cherevko CEO Mr Chatbot
- Automation doesn’t have to end up like the plot of The Terminator - where machines take over
- If you have sorted out your content AND Understand/map-out your customer life-cycle? Where can you surface evergreen content? Which touch points can you affect? What are the biggest/quickest wins?
- Where can you surface evergreen content? Which touch points can you affect? What are the biggest/quickest wins?
- How can you augment the data you have? How can you use past behaviour to predict future behaviour? Retention models Churn models Cross-sell models Up-sell models
- How can you use past behaviour to predict future behaviour?
- At Betfair we were transaction rich… Retention models Churn models Cross-sell models Up-sell models
- Needs a good SCV and a good data scientist Next best action Next best treatment
- Only then can you comfortably make recommendations The recommendations have to be right! You lose a customers trust VERY quickly if you make 1 or 2 badly informed recommendations
- Antony Lea 25 years in CRM Started out as a Postman - the first CRM role
- What channels are available? How can you easily unlock other channels?
- What channels are available? How can you easily unlock other channels? How do you centralise decisions and execution?
- Amplification of messages is the key
- So you can reach 100% of your customers? With consistency