Empowering Your MobileCRM and Loyalty Strategy            Andy Chang, I-Influence             andy@i-influence.com
Reward points for:                                      Buying at                                       storesHK VIP progr...
US $100K                      6 months to                        launchMobile. Card-less.
CRM is entering a new age                   Cloud-basedCheaper   Faster    Multi-Channel   Mobile   Social
CMO’s top 4 areas of tech investmentSocial media             Customer analytics                             CRM           ...
Just getting more fans is not enough#1 priority:Enhance brand loyalty & advocacy               67% of CMOs. IBM Study
8Mobile CRM and Loyalty Shifts
1. Less marketing – More branded utility“Larger ads on Facebook are notthe answer... Marketers shouldaim to build relation...
Push   Pull
2. Fill the pre-purchase data gap       Prospect                    Social            Customer                            ...
3. Identify and engage your influencers                            Lifetime value calculation:    You                     ...
4. Engage & track across multiple channels  Social         Websites           Offline  properties     & Apps    Like      ...
5. Incentivize & reward frequentinteractionsIdle time > potential engagement time
6. Add value to location data provided           Where to get our product?
Enable social discovery           Where to use our product?           Meet other customers like you
7. More interactive offline CRM Tesco Korea
8. Exchange more data with users         NFC (Near Field Communication)     identity | upload | download
Small frequent interactions              Multi-channel tracking              Social data integrationInfluencers & advocate...
Thank You       Andy Chang        I-Influence   andy@i-influence.comfacebook.com/influencerRM
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Empowering Your Mobile CRM and Loyalty Strategy

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Here is the presentation that I gave at Ad-Tech Singapore in June 2012 about the shifting of B2C CRM to the cloud, and 8 key things marketers can do to make their mobile CRM programs more engaging and effective.

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Empowering Your Mobile CRM and Loyalty Strategy

  1. 1. Empowering Your MobileCRM and Loyalty Strategy Andy Chang, I-Influence andy@i-influence.com
  2. 2. Reward points for: Buying at storesHK VIP program adidas.com.hk Visiting website2008 Referring friends to join and buy
  3. 3. US $100K 6 months to launchMobile. Card-less.
  4. 4. CRM is entering a new age Cloud-basedCheaper Faster Multi-Channel Mobile Social
  5. 5. CMO’s top 4 areas of tech investmentSocial media Customer analytics CRM Mobile82% 81% 81% 80% Technology that CMOs Worldwide Plan to Increase Use of in the Next 3-5 Years. “From Stretched to Strengthened: Insights from the Global CMO Study.” IBM Study, Oct 11, 2011
  6. 6. Just getting more fans is not enough#1 priority:Enhance brand loyalty & advocacy 67% of CMOs. IBM Study
  7. 7. 8Mobile CRM and Loyalty Shifts
  8. 8. 1. Less marketing – More branded utility“Larger ads on Facebook are notthe answer... Marketers shouldaim to build relationship overtime using social stories andapps...small frequent interactions.”- Paul AdamsFacebook Global Brand Experience ManagerAuthor, “Grouped”
  9. 9. Push Pull
  10. 10. 2. Fill the pre-purchase data gap Prospect Social Customer ? Likes, comments, shares, mentions Mobile & Local You You In-store visits Yougot on visited our Location history made aour list website purchase
  11. 11. 3. Identify and engage your influencers Lifetime value calculation: You Total spend made a Customers Frequency purchase Recency Network You Relevance talked Advocates & Activity about us Influencers Impact
  12. 12. 4. Engage & track across multiple channels Social Websites Offline properties & Apps Like Download Check in Comment Visit Scan Share Register Purchase
  13. 13. 5. Incentivize & reward frequentinteractionsIdle time > potential engagement time
  14. 14. 6. Add value to location data provided Where to get our product?
  15. 15. Enable social discovery Where to use our product? Meet other customers like you
  16. 16. 7. More interactive offline CRM Tesco Korea
  17. 17. 8. Exchange more data with users NFC (Near Field Communication) identity | upload | download
  18. 18. Small frequent interactions Multi-channel tracking Social data integrationInfluencers & advocatesRewardsData exchange Branded utility Social discovery
  19. 19. Thank You Andy Chang I-Influence andy@i-influence.comfacebook.com/influencerRM

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