Connecting Silos for
Better Customer Engagement
• Neal Keene, VP, Customer Engagement Management,
Pitney Bowes
•
Lars Wilh...
The Customer Needs of Today1
Agenda
Customer Insight and Case Studies2
5 Things to Consider for Customer Engagement3
Prese...
The Rise of The Connected Customer
Today’s customers are more…
• Connected
• Social
• Mobile
• Aware
• Informed
• Empowered
The Age of Greater Customer Expectations
Today’s customers expect—and demand—more…
I need answers
now.
Stop with
the rando...
Acquire > Convert > Serve > Grow > Retain
Profitability
$0
Optimized Customer Lifecycle
Typical Customer Lifecycle
Custome...
The Customer Lifecycle is Continuous and
Requires Integration Across the Organization
The Integrated Customer Lifecycle
The Customer Needs of Today1
Agenda
Customer Insight and Case Studies2
5 Things to Consider for Customer Engagement3
Prese...
• IT Director, Bring
Dialog, Oslo Norway
• Over a decade of
experience creating
business value by
linking customer needs
w...
However beautiful the strategy you should
occasionally look at the results
–Sir Winston Churchill
However beautiful the re...
Bring Dialog
 Norway's largest Marketing Service Provider
 85 specialist working with Multi Channel
Customer Relations
...
 93% Broadband internet
 80% Smartphone
 61% Ipad/Tablet
 Over 50% of internet traffic is mobile
 The leading country...
Time
Complexity
Linking Silos Across the Organization
In the good old days..
..and Marketing Automation was for the few
The Current Dilemma
Our clients’ needs
 Get the right data (link those silos)
 Find the right customer or lead
 Make the communication happ...
3. AUTOMATION AND
EXECUTION
2. CUSTOMER
ENGAGEMENT PLAN
Customer Journey
1. INSIGHT AND
STRATEGY
HQ
Clients
Email - SMS - Survey - Social
Cleaning
Lookup
Updating
Analytics
Analysis
Customers Leads
Customer Data / Data ...
HQ
Clients
Email - SMS - Survey - Social
Cleaning
Lookup
Updating
Analytics
Analysis
Customers Leads
Customer Data / Data ...
HQ
Clients
Email - SMS - Survey - Social
Cleaning
Lookup
Updating
Analytics
Analysis
Customers Leads
Customer Data / Data ...
HQ
Clients
Email - SMS - Survey - Social
Cleaning
Lookup
Updating
Analytics
Analysis
Customers Leads
Customer Data / Data ...
HQ
Clients
Email - SMS - Survey - Social
Cleaning
Lookup
Updating
Analytics
Analysis
Customers Leads
Customer Data / Data ...
HQ
Clients
Email - SMS - Survey - Social
Cleaning
Lookup
Updating
Analytics
Analysis
Customers Leads
Customer Data / Data ...
CASE STUDIES
Mercedes
 Digital campaigns and APPS
 Service history still on paper
GET
 Door knocking as part of the d...
What the client wanted to do
Welcome program
Automated processes for
Service
Change tires
Develop new ways to link th...
Self-service ordering for a test drive directly with your local dealer.
Available cars are shown in a calendar. The custom...
My Page: Getting All the Silos Connected
The customer will have access to
service history and the latest
news and activiti...
My Page: Getting All the Silos Connected
• All brands linked together
• Order details for new car
• Details on your existing cars
• Electronic service book and
ser...
GET CABLE TV
What the Client Wanted to Do
Welcome program
Automated processes for
Up sell
Cross sell
Retention
Find a solution fo...
 Standard for our marketing automation clients:
Welcome
On boarding
Cross selling and up selling
Surveys
Customer Pro...
Linking the silos –
Creating new sales
 Right customer
 Right product
 Right time
 Ipad solution for sales rep
Door Knocking - Background
 Sales process automated
 Closed loop
 Replacing xls
Door Knocking - Execution
 Sale closed on site
 Contract signed via the ipad
 Order get created in back-end system
 ROI
 Customer index
Door Kn...
The Customer Needs of Today1
Agenda
Customer Insight and Case Studies2
5 Things to Consider for Customer Engagement3
Prese...
5 Things to Consider for Customer Engagement
• Customer Lifecycle / The Customer Needs
• Understand your customer’s key “M...
Connecting Silos Across the Organization for Better Customer Engagement
Connecting Silos Across the Organization for Better Customer Engagement
Connecting Silos Across the Organization for Better Customer Engagement
Connecting Silos Across the Organization for Better Customer Engagement
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Connecting Silos Across the Organization for Better Customer Engagement

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Today’s businesses must be laser-focused on the customer. However, coordinating customer interactions into a consistent, cohesive experience across the customer journey is often hampered by organizational and technological silos.

With help of two real-world case studies, learn how companies like yours are leveraging a unique set of capabilities and best practices to understand, predict, enable and communicate with relevance to their customers, cementing an emotional bond with customers and ultimately delivering tremendous business results.

* Slides taken from the Pitney Bowes webinar hosted by the American Marketing Association, broadcast July 23, 2014. View the webinar recording: https://cc.readytalk.com/cc/playback/Playback.do?id=4juzbk

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Connecting Silos Across the Organization for Better Customer Engagement

  1. 1. Connecting Silos for Better Customer Engagement • Neal Keene, VP, Customer Engagement Management, Pitney Bowes • Lars Wilhelmsen, IT Director, Bring Dialog
  2. 2. The Customer Needs of Today1 Agenda Customer Insight and Case Studies2 5 Things to Consider for Customer Engagement3 Presentation Agenda
  3. 3. The Rise of The Connected Customer Today’s customers are more… • Connected • Social • Mobile • Aware • Informed • Empowered
  4. 4. The Age of Greater Customer Expectations Today’s customers expect—and demand—more… I need answers now. Stop with the random offers It said that on your website! FORGET IT. I’M CLOSING MY ACCOUNT. Why don’t you know that about me?
  5. 5. Acquire > Convert > Serve > Grow > Retain Profitability $0 Optimized Customer Lifecycle Typical Customer Lifecycle Customer Lifetime Find and Target Make Customers profitable faster Reduce Cost Cross-sell/up-sell Retention, loyalty and engagement Silos in CRM, Marketing and Customer Service “They can all be successful, but the customer may still lose out” - Gene Alvarez, Leigh McMullen, Gartner, Inc. Marketing Sales Customer Service Marketing Loyalty
  6. 6. The Customer Lifecycle is Continuous and Requires Integration Across the Organization The Integrated Customer Lifecycle
  7. 7. The Customer Needs of Today1 Agenda Customer Insight and Case Studies2 5 Things to Consider for Customer Engagement3 Presentation Agenda
  8. 8. • IT Director, Bring Dialog, Oslo Norway • Over a decade of experience creating business value by linking customer needs with IT solutions About Lars Christian Wilhelmsen, IT Director, Bring Dialog
  9. 9. However beautiful the strategy you should occasionally look at the results –Sir Winston Churchill However beautiful the results you should occasionally challenge the strategy –Lars Christian Wilhelmsen
  10. 10. Bring Dialog  Norway's largest Marketing Service Provider  85 specialist working with Multi Channel Customer Relations  Host of the Annual Dialog Conference – Scandinavia's largest Marketing Conference
  11. 11.  93% Broadband internet  80% Smartphone  61% Ipad/Tablet  Over 50% of internet traffic is mobile  The leading country in the world for penetration of new media technology
  12. 12. Time Complexity Linking Silos Across the Organization
  13. 13. In the good old days..
  14. 14. ..and Marketing Automation was for the few
  15. 15. The Current Dilemma
  16. 16. Our clients’ needs  Get the right data (link those silos)  Find the right customer or lead  Make the communication happen  Use the right technology
  17. 17. 3. AUTOMATION AND EXECUTION 2. CUSTOMER ENGAGEMENT PLAN Customer Journey 1. INSIGHT AND STRATEGY
  18. 18. HQ Clients Email - SMS - Survey - Social Cleaning Lookup Updating Analytics Analysis Customers Leads Customer Data / Data Management 360˚ Market database Customer Data Reporting Data Email & SMS Campaign Management/ Marketing Automation Dialog Data Bring Dialog Ecosystem port25 Solutions inc. Dashboard
  19. 19. HQ Clients Email - SMS - Survey - Social Cleaning Lookup Updating Analytics Analysis Customers Leads Customer Data / Data Management 360˚ Market database Customer Data Reporting Data Email & SMS Campaign Management/ Marketing Automation Dialog Data Bring Dialog Ecosystem port25 Solutions inc. Dashboard
  20. 20. HQ Clients Email - SMS - Survey - Social Cleaning Lookup Updating Analytics Analysis Customers Leads Customer Data / Data Management 360˚ Market database Customer Data Reporting Data Email & SMS Campaign Management/ Marketing Automation Dialog Data Bring Dialog Ecosystem port25 Solutions inc. Dashboard
  21. 21. HQ Clients Email - SMS - Survey - Social Cleaning Lookup Updating Analytics Analysis Customers Leads Customer Data / Data Management 360˚ Market database Customer Data Reporting Data Email & SMS Campaign Management/ Marketing Automation Dialog Data Bring Dialog Ecosystem port25 Solutions inc. Dashboard
  22. 22. HQ Clients Email - SMS - Survey - Social Cleaning Lookup Updating Analytics Analysis Customers Leads Customer Data / Data Management 360˚ Market database Customer Data Reporting Data Email & SMS Campaign Management/ Marketing Automation Dialog Data Bring Dialog Ecosystem port25 Solutions inc. Dashboard
  23. 23. HQ Clients Email - SMS - Survey - Social Cleaning Lookup Updating Analytics Analysis Customers Leads Customer Data / Data Management 360˚ Market database Customer Data Reporting Data Email & SMS Campaign Management/ Marketing Automation Dialog Data Bring Dialog Ecosystem port25 Solutions inc. Dashboard
  24. 24. CASE STUDIES Mercedes  Digital campaigns and APPS  Service history still on paper GET  Door knocking as part of the digital future?  How to get the right leads
  25. 25. What the client wanted to do Welcome program Automated processes for Service Change tires Develop new ways to link the customer closer to the dealers
  26. 26. Self-service ordering for a test drive directly with your local dealer. Available cars are shown in a calendar. The customer will automatically receive a SMS confirmation stating date and time after ordering. BDNs Interactive Calendar System for 3 brands: 1. Test drive calendar • Choose between several models 2. PKK/EU-control and service • Based on number of available slots per day 3. Change of tires • 15 min interval with X number of slots per interval My Page: Example – Order a Test Drive
  27. 27. My Page: Getting All the Silos Connected The customer will have access to service history and the latest news and activities. Linked to your local dealer in order to promote local relevant offers. My Page as the core for CRM 3.0 – both for BOS &their customers. A strategic deciton and a new platform for BOS in order to connect closer with the customer.
  28. 28. My Page: Getting All the Silos Connected
  29. 29. • All brands linked together • Order details for new car • Details on your existing cars • Electronic service book and service history • Available on web & mobile My Page: 360 View of My Cars
  30. 30. GET CABLE TV
  31. 31. What the Client Wanted to Do Welcome program Automated processes for Up sell Cross sell Retention Find a solution for better sales process - new customers
  32. 32.  Standard for our marketing automation clients: Welcome On boarding Cross selling and up selling Surveys Customer Processes
  33. 33. Linking the silos – Creating new sales
  34. 34.  Right customer  Right product  Right time  Ipad solution for sales rep Door Knocking - Background
  35. 35.  Sales process automated  Closed loop  Replacing xls Door Knocking - Execution
  36. 36.  Sale closed on site  Contract signed via the ipad  Order get created in back-end system  ROI  Customer index Door Knocking - Results
  37. 37. The Customer Needs of Today1 Agenda Customer Insight and Case Studies2 5 Things to Consider for Customer Engagement3 Presentation Agenda
  38. 38. 5 Things to Consider for Customer Engagement • Customer Lifecycle / The Customer Needs • Understand your customer’s key “Moments of Truth” • Customer Touch-point Preferences • Learn how customers prefer to engage with you and leverage in your interactions • Desired Outcomes and Actions • Define, deploy and test recommendations and outcomes across the customer lifecycle • Customer Information • Leverage the right data sources including social information, location, transaction data, and demographics, and organize it for agility • Measure, Modify, Test, and Measure • Create dashboards to ensure measurements are being met across the organization

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