DIGITAL CRM ?

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They call it Digital CRM. I think they mistaken. They should call it CRM in a digital world.
Exclusive presentation given to IDN members in Dublin 2012
(c) Gregory Birge. Contact me for any information.

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DIGITAL CRM ?

  1. 1. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -IDN Conference Dublin 2012DIGITAL CRMEPISODE I“THE PHANTOM MENACE”
  2. 2. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -FRENCHBRUTALHONESTTRUTHMARKETINGSTRATEGY© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  3. 3. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 3
  4. 4. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 4DIGITAL CRMTRENDSFOR 2012WHAT CAN I SAY ?© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  5. 5. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 5
  6. 6. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 6Note “ ex French Fortune Teller”
  7. 7. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 7SOCIALMEDIA ISNOT ATREND, IT ISA DOOROPENEDLET’s ASK MADAME IRMATHE NEXT TREND IS…..SOCIAL MEDIA …!
  8. 8. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 8EVERY YEARSINCE2009 ,WEHEAR IT …!LET’s ASK AGAIN MADAME IRMATHE NEXT TREND IS….. MOBILE !
  9. 9. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 9LAST CHANCE MME IRMA !COMPANY AUTOMATION PLATFORMS CLOUD COMPUTING DECISION SUPPORT SYSTEMS (DSS) DATA MINING AUDIENCE VISUAL ATTENTION ATTENTION MEASUREMENT SALES FORCE AUTOMATION CRM, SALES MANAGEMENT SOCIAL CRM CONTEXTUAL TARGETTING LAYERSCONSUMER CENTRICS ELECTRONICS POS (EPOS), NFC GEOLOCALIZATION, MOBILE GATEWAYS INCREASED SPEEDS MULTI SCREENS, REMOTE CONTENT© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  10. 10. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 10
  11. 11. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 11INNOVATIONSCONNECTEDDEVICESINTERACTIVITYTECHNOLOGY WILL NOT STOP….
  12. 12. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 12REACH CUSTOMERSANY TIMEANY PLACEANY HOWYES , IT GIVES YOU MORE WAYS TO:
  13. 13. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 13BUT WHAT DO WE HAVE ACTUALLY ?MORE TOOLS
  14. 14. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 14BTWTHIS ISACTUALLYTHEPROBLEM© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  15. 15. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 15DIGITAL CRM✗✗
  16. 16. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 16ECOSYSTEMSOCIAL MEDIATOUCHSCREENDATA1-1OFFLINEAPPSSMSQR CODESMOBILESEO-SEMLISTENINGSEARCHWEBSITESMICROSITESPLATFORMDIGITAL ADSCONTEXTUAL ADAR / 3DPUSH© F5DIGITAL Pte Ltd 2011 – Digital ResonanceEXTRACT OF THE DIGITAL WORLD© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  17. 17. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 17WE ARE JUSTFINDINGSMARTER WAYSTO ADDRESSMOREINFORMATIONTOMORE PEOPLE© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  18. 18. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 18AND THISIS A REALTRENDSTARTEDSOMEYEARSAGO© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  19. 19. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -WEAPONMASSDISTRIBUTION19USING MORE TOOLS IS USING DIGITAL ASW.M.D.
  20. 20. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 20SOWHATABOUTDIGITAL CRM© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  21. 21. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 21DIGITAL CRMDIGIT ALL CRMDIGITAL CRM© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  22. 22. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 22DIGIT© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  23. 23. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 23DIGITEVOLUTION© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  24. 24. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 24© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  25. 25. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 251 0 1 0 1 0 0 1 1 0 1 0 1 0 1 0 1 0 10PRECIOUS MOMENT TOINFLUENCE CUSTOMERSTOUCHPOINTS
  26. 26. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 26
  27. 27. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 27ADD CDL TOUCHPOINT© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  28. 28. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 28
  29. 29. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 29STARTEND / SALES
  30. 30. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 30STARTEND / SALES
  31. 31. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 31STARTEND / SALES111 1111
  32. 32. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 32STARTEND / SALES
  33. 33. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 33STARTEND / SALES
  34. 34. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 34STARTEND / SALES000000
  35. 35. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 35STARTEND / SALES111 11110000001 : GRAY DOTS : ACTUAL TOUCHPOINTS0 : RED DOTS : DIGITAL ADDS ON
  36. 36. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -Legend Gray color : Traditional offline Orange color : Print Digital impact Blue color : Website / platform Green color : Communication Brown color : Mobile content Black color : Digital display36INITIATIONCDLAGENTSCUSTOMERSCONSIDERATION EVALUATION VISITS SALES HAND OVERInvestmentwillingnessMarketAssessmentPersonalresearchAsk forinformationVisit websiteOrganizevisitVisitshowroomADMINISTRATIVEFirstmeetingPropertyresearchFinetuningVisit decisionPurchasedecisionDocumentpreparationBankLawyersAgentinformedSupportpreparationSignatureof salesKeyhandover2-3 yearsCUSTOMER JOURNEYEXPECTATIONSTOUCH POINT and BELATED ROLESCUSTOMEREXPECTATIONS Easy access to information Wide range of channelsavailableMovingpreparation Have confidence with theagent Reassuring his own decision Finding accurate and relevantinformation Support to narrow the choices Be reassured in the visit process Confirm his right selection andchoice Selecting the right property As easy as possible No troubles at all As fast as possible Be recognized and valued Get informed on progress Support if move in Recognized when get keyTRADITIONALTOUCHPOINTSADDITIONALDIGITALTOUCHPOINTSShowroom Inspire before purchase Generate desireBrochure Inspire before purchase Generate desireNewspapers and flyers Property more specific pushmass marketing to drive interestATL - OOH Mass communication Generate brand image andinterestFinancial institutions Get budget readyLegal institutions Get paper work & stamps readyCDL Showroom Get comfortable setting to closethe dealCDL Key collection office Recognize customer High value contactQR codes and unique URL Give more intimacy to property Give more multimedia content Generate increased desire Track origin of researchWebsite Ease the selection process Organize his content Capture information Track property researchedQR codes and URL links Push dedicated content Capture data Track source of content DM and eDM Follow up after site visit Generate envy to visitshowroomPersonalresearchWebsite Show the entire extent of theoptions Give confidenceDedicated tools on web Articles Calculators to reassure thecustomer in his choiceMobile app Ease the booking Ease note taking Ease sharing of informationDM and eDM Follow up after showroom visit Thank you and recognition TrackingDigital touchpoint More interactivity More explanations if needed onfeaturesEN GAGEM EN T© F5DIGITAL® 2011 – Reproduction strictly forbiddenDM and eDM Confirmation of documents High quality 1:1 handoversWebsite Provide support Ease processDM and eDM Key progresses Final thank youWebsite Keep track Ask questions if needed DashboardsMobile app Keep trackCOMPANYXSHOWROOMKEY COLLECTIONS
  37. 37. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 37Within that journey Dedicated role Dedicated objective Dedicated impactINOUT© F5DIGITAL Consulting 2011 – Touchpoint responsibilityCONSUMERENGAGEMENT
  38. 38. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 38ALL© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  39. 39. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 39NOT WHOLEDIGITAL DOES NOT REPLACETRADITIONAL MEDIA
  40. 40. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 40NOT HOLYDIGITAL NOR SOCIAL MEDIAARE MIRACLE SOLUTIONS
  41. 41. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 41ALL
  42. 42. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 421 0 1 0 1 0 0 1 1 0 1 0 1 0 1 0 1 0 101:11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 10MASS MARKETINGIS FORBIDDEN IN 2012
  43. 43. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -CUSTOMERS BRANDSWE HAVE LESS TIME TO CONVINCE CONTENT INFORMATION VOCAL CHANNELS CHOICE CONNECTIONS TIME
  44. 44. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 44BEFORE NOWLET THEM CHOOSE SHARP SURGERY© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  45. 45. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 45ALWAYS : ADAPT
  46. 46. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 46ALWAYS : VALUE
  47. 47. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 47ALL WAYS : MULTISPOTCONSUMERLET THEM FLYBRING THEMBACK TO BASE© Gregory Birge for F5DIGITAL ™ Consulting 2012 – New brand role
  48. 48. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 48ALWAYS ONTIMEINTENSITY
  49. 49. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 49CRM© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  50. 50. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 50© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
  51. 51. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 51Consumer Really MattersKudos to Wunderman for the Quote
  52. 52. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -Data✗Rewards Points✗Systems✗52Design✗Emails✗Products✗
  53. 53. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 53SupportingpillarsIS ABOUTCONSUMERSENGAGEDOVER TIMETHROUGHMULTIPLE TOUCH POINTS© F5DIGITAL Consulting 2011 – the definition of loyaltyLOYALTY…
  54. 54. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 54DIGITAL CRM
  55. 55. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 55THIS IS NOT ABOUTDIGITAL CRMBUTCRMIN A DIGITAL WORLD
  56. 56. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 56CRM IN DIGITAL WORLD AS A WMDFEWER SELECTED - BETTER RESULTS© Gregory Birge for F5DIGITALWAY TOMAINTAINDIFFERENTIATION
  57. 57. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 57CRM IN A DIGITAL WORLDCONSUMER ENGAGEMENTTOUCHPOINTS ALL, ALWAYS, ALL WAYSTHE RIGHT DATAMARKETING EFFECTIVENESS THE RIGHT METRICSEPISODE II : ATTACK OF THE CLONESEPISODE I : THE PHANTOM MENACE
  58. 58. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -www.f5digital.com I info@f5digital.com I T: +65 6536 9766Thank You!DOWNLOAD DECK HERE

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