CRM expert Markus Gerlitzki presents "Current Challenges in Personalization". Structural challenges, organizational challenges, technological challenges and more are covered for the journey to consistent, effective personalization. Find us at www.heroesofcrm.com And follow us on: YouTube: https://www.youtube.com/channel/UCaTC-I6-FOpst6iQ_Z1Y5cA Facebook: https://www.facebook.com/heroesofcrm/ Twitter: https://twitter.com/heroesofcrm Instagram: @heroesofcrm

1. Current challenges in
Personalization

2. 1:
n
1:
1
Current Status and Challenges

3. Goals & Strategy are often missing
Get the
Top
Management
Buy In
Define (measurable)
Goals
Upsell
Cross-sell
Churn reduction
Retention
CLV Uplift
ROI
฀ Business Case
Create strategy
Customer Growth
Cost reduction
Automatization
Customer aquisition
Customer Lifecycle Strategy
Coupon Strategy

4. Necessary Skills are not available in-house
Get the right skills inhouse
Source: https://medium.com/making-meetup/t-shaped-engineering-on-meetup-pro-1e0a38df7f5b
Put the right people into the drivers seat
Be prepared for the organizational change

5. Organization is still working in silos
CEO
Marketing
Business
Intelligence
Product
Management
IT
PMO
Build a strong cross functionaland cross channelTeam
with an agile approach

6. No crystal clear process management

7. Missing responsibility for building the infrastructure
Google
Metasearchcoops
Display/
Remarketing eMail
Customer
Service
Push
Notification
TA-MailsAPPWebsite
CMSAEM xlsSAP DWH SAP CRM
Customer
Service
ResponsysDMPTarget
User Interface
Campaigns
Data sources
CustomerDatabase
Onsite
Analytics

8. Lack in data collection and definitions of KPI´s / Segment data
Who`s your
Customers?
What is their
behavior
about?
Where do
they
browse?
What is their
value?
What will
they do in
the future?
Cross Categories
Newsletter
Share of Wallet
Frequency
Churn
Customer Lifetime
Value
Frequency
Recency
Basktes
Coupon Usage
Discounts
Referrer
Search
Category
Payment Mode
Categories
Newsletter
Subscriber
Daytime of Order
Origin
Age
Gender
Income
Education

9. Summary
Lack in data collection
and definition of KPI´s /
Segment Data
Data
Organization is still
working in silos
Organizatio
n
Goals & Strategy are
often missing
Strategy
Necessary Skills are not
available in-house
Resources
No crystal clear process
management
Process
Missing responsibility for
building the infrastructure
Infrastructu
re

10. Implementation process
Buy In1 Convince your top management to invest
Infrastructure4 Check technical infrastructure (1 fits all vs. Best of breed)
Profile Data2 Deepdive customer segmentation and build user profiles
Journey3 Build customer journey´s
Ideas5 Create multichannelideas
Prioritization6 T-Shirt size and prioritization
Technical Impact7 Determine impact on technical infrastructure
Team Setup8 Create a cross functional team and hire the right people
Process9 Setup a process management e. g. in Jira

11. One to One
One to Many
(Brand & MassCom.)
Product NL
One to Some
One to Less
Theme NL Event NL Special NL
Products
Introduction
Collection
Push
Trade Shows,
Partys
Expansion of
Assortment
Leads
New
Customer
Active
Customer
Inactive
Customer
Lost
Customer
Sign-Up
Strategy
Welcome
Cycle
Loyalty &
Bonus
Churn Risk
cycles
Winback
cycles
Abandoned
Browse
Abandoned
Cart
Post Purchase
Reco
Reco
NL
Transactional
Message
Cross
Sell
Up
Sell
Clear
Stock
Product
Cat. Offer
Top
Customer
Gift &
Incentives
Cross Channel Personalization Campaigns

12. Thank You