Gaining a 360 View of Your Potential Customer: A Cutting Edge Approach at Telstra

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Gaining a 360 View of Your Potential Customer: A Cutting Edge Approach at Telstra

  1. 1. Gaining a 360 View of Your Potential Customer:A Cutting Edge Approach at Telstra Karen Ganschow Christian Bartens Executive Director Managing Director Relationship Marketing & Online Telstra Australia Datalicious 1
  2. 2. AGENDA!   Back to Basics of Customer Buyer Behaviour!   But it is a Multichannel world!   You can optimise that you can measure!   So lets look at customer buying journeys!   So how do you get the 360 view and analyse to optimise 2
  3. 3. Customer Buyer Behaviour 101 3
  4. 4. The Customer Buying Decision Journey Applies to any channel Need Evaluation Browse & Purchase Service & Research Transaction FulfillmentRecognition Decision Support 4
  5. 5. CUSTOMERS ARE CHANNELSURFING WITH ABANDON! 5
  6. 6. THE NEW REALITY IS THE “CROSS-CHANNEL CONNECTED CONSUMER”WHERE SHOPPING PROCESSES TRAVERSE MULTIPLE CHANNELS& REPEAT VISITS IN ANY ONE CHANNEL Need Evaluation Browse & Purchase Service & Research Transaction Fulfillment Recognition Decision Support 6
  7. 7. CUSTOMERS DO NOT SEE“CHANNELS” AS UNIQUE SILOSSO NOR SHOULD THE BUSINESS 7
  8. 8. There are many more opportunites where we can interact with a relevant message TV & Press Outbound & Inbound Call Centre SMS/MMS Message Retail Social MediaDirectMail Bill Banners & Letter Email/ Online 8
  9. 9. DIRECT IS THE NEW “BLACK” MEASURE TO MANAGE 9
  10. 10. YOU CAN OPTIMISETHAT WHICH YOU CAN ANALYSEEASIER TO DO IF THE CUSTOMER BEHAVED AND STAYED IN ONE CHANNEL 10
  11. 11. THE CUSTOMER IS ESCAPING! 11
  12. 12. DIRECT MARKETING RULES !   Traditional Ability to track –  Direct Mail to Call Centre Strong –  Direct Mail to Retail Medium –  Direct Mail to Online Getting Better 12
  13. 13. HOW OF TRADITIONAL MATURE !   Traditional Ability to track –  Direct Mail to Call Centre Strong Use of unique Call to action numbers, reliant of consultants attributing sale to the correct number – manageable –  Direct Mail to Retail Medium Use of vouchers – very high breakage and sales unable to be attributed –  Direct Mail to Online getting Better Use of personal URL is growing in effectiveness and supports customers at all hours of the day 13
  14. 14. DIRECT MARKETING RULES !   Traditional Ability to track –  Direct Mail to Call Centre Strong –  Direct Mail to Retail Medium –  Direct Mail to Online Getting Better !   Emerging –  Edm to Call centre and Online Stong –  Online to Online Strong –  Online to Call Centre Strong –  Online to Retail ??? –  Online to Online to Online ??? 14
  15. 15. HOW OF EMERGING ? !   Emerging –  Edm to Call centre and Online Strong –  Use of click through or unique Call to action numbers is fairly robust –  Online to Online Strong –  Follow the customer path from search to sale is matruing –  Search Online to Call Centre Strong –  Use of unique Call to Action numbers is very effective 15
  16. 16. NOW HOW ? – NEEDED HELP !   Emerging –  Online to Retail ???? –  Online to Online to Online retargeting ???? –  Online Social Media into anywhere ???? 16
  17. 17. How  to  measure    online  impact  on     retail  sales?  
  18. 18. Why  measure  at  all?   Op6mise  budget  alloca6on     and  maximise  long-­‐term  ROI     of  media  investments  June 2010 © Datalicious Pty Ltd 18
  19. 19. [  Media  aBribu6on  models  ]   SEO   Sale   Last  channel   Banner   SEM   $1000   $1000   gets  all  credit   Banner     Sale   First  channel   SEM   Email   $1000   $1000   gets  all  credit   SEM     Banner     Affiliate     Sale   All  channels  get   $1000   $1000   $1000   $1000   equal  credits   TV,  Print     Affiliate     SEM     Sale   All  channels  get   $500   $200   $300   $1000   custom  credits  July 2010 © Datalicious Pty Ltd 19
  20. 20. [  Quick  research  review  ]  §  “86%  of  Internet  users  said  they  some5mes  or  o6en   browse  online  and  then  buy  in  retail  stores”   –  Digital  Future  Report,  USC  Annenberg  School,  2008  §  “57%  of  in-­‐store  computer  purchasers  researched   their  purchase  online”   –  Purchasing  Process  Study,  Google  &  comScore,  2007  §  “11%  of  offline  sales  are  influenced  by  online  touch   points  in  the  telecommunica5ons  sector”     –  European  Customer  Touch  Point  Survey,  McKinsey,  July 2010 2008   © Datalicious Pty Ltd 20
  21. 21. [  Example:  Poten6al  $$$  impact  ]  §  1,000  new  Telstra  customers  per  month  §  80%  of  sales  happen  offline  =  800  sales  §  10%  of  sales  influenced  by  online  =  80  sales  §  $1,000  average  sale  value  of  new  contract  §  $80,000  offline  sale  value  influenced  by  online  §  $960,000  influenced  retail  sale  value  per  year  §  40%  increase  in  “online”  sales  value  per  year      How  would  this  impact  your  budget  alloca6on?      Please  note:  Above  figures  are  examples  only  July 2010 © Datalicious Pty Ltd 21
  22. 22. [  How  to  measure  offline  sales  online  ]   Adver6sing     Phone   Credit  check,   campaign   order   fulfilment   Retail   Confirma6on   order   email   Website   Online   Online  order   Virtual  order   research   order   confirma6on   confirma6on   Cookie  July 2010 © Datalicious Pty Ltd 22
  23. 23. [  Alterna6ve  trigger  points  ]  §  First  online  login  aXer  offline  purchase  §  First  email  newsleYer  click-­‐through  §  First  order  status  check  online  §  Etc  Integrate  analy6cs  into  exis6ng  processes  July 2010 © Datalicious Pty Ltd 23
  24. 24. “What is more dangerousis not to evolve”Jeff Bezos – CEO andFounder of Amazon.com 24
  25. 25. Thanks Questions?linkedin.com/in/karenganschow linkedin.com/in/cbartens cbartens@datalicious.com twitter.com/kegans twitter.com/datalicious blog.datalicious.com 25

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