The document outlines a seminar held by CGI Belgium on CRM for the digital age, featuring keynotes, market survey results, and discussions on the evolving buyer's journey. It highlights the challenges organizations face in adapting to digital customer interactions and the necessity of a holistic approach to customer relationship management. The findings indicate a significant gap in effective CRM strategies among Belgian organizations, emphasizing the importance of integrating customer data across various channels to enhance customer loyalty and operational efficiency.

1. CRM for the Digital Age Seminar
CGI Belgium
27th February 2014
© CGI Group Inc.

2. Agenda
 Key note - Hans Vets, Senior Vice President , CGI Belgium
 Market survey results
 Buyer’s Journey, Benny van Calster from Minds & More
 Buyer’s Journey with Dynamics CRM & ClickDimensions
 CGI’s CRM Value Proposition
 Q-Park customer testimonial, Sacha Oerlemans
 Closing note - Hans Vets, Senior Vice President , CGI Belgium
 Networking
2

3. CGI is a global end-to-end IT and business
process services leader
High-end business
and IT consulting
69,000 professionals,
85% shareholders*
10,000 clients across
the globe
System integration, IT
and business process
outsourcing
400 offices,
40 countries around
the world
Client satisfaction:
9.1/10
100+ mission-critical
IP-based solutions
$10B annualized
revenue
World’s 5th largest independent IT and BPS firm
3
* Before Logica

4. A strong local presence around the world
NORTH AMERICA
EUROPE
VENEZUELA
COLOMBIA
FINLAND
BRAZIL
PERU
NORWAY
SWEDEN
ESTONIA
UNITED KINGDOM
DENMARK
CANADA
IRELAND
NETHERLANDS
BELGIUM
GERMANY
CZECH REPUBLIC
SLOVAKIA
HUNGARY
LUXEMBOURG
USA
FRANCE
CHILE
POLAND
ARGENTINA
SWITZERLAND
ITALY
SPAIN
SOUTH
AMERICA
PORTUGAL
MIDDLE EAST AND AFRICA
INDIA
PHILIPPINES
MOROCCO
SINGAPORE
MALAYSIA
EGYPT
ASIA
PACIFIC
AUSTRALIA
4
SAUDI
ARABIA
UNITED
ARAB
EMIRATES

5. A few of our clients in Belgium
Financial
Services
Public Sector
Health
5
Energy,
Utilities &
Telco
Manufacturing
Retail &
Distribution

6. What differentiates CGI?
1. We deliver on our promise of quality work
and outcomes.
95% on-time,
2. Our local client directors are directly
responsible and accountable for client
satisfaction.
9.1/10 satisfaction
3. Our members are committed to helping our
clients succeed.
9.4/10 clients
6
on-budget delivery
score from signed
assessments from
every client
would recommend
us for further work

7. CRM in Collaboration with…
 CGI is the No 1 partner in Europe
 CGI has Microsoft practices in over
18 countries with over 6, 000
resources
 Has realised numerous CRM
“CGI is a key partner for Microsoft. It’s
sound business expertise, experience and
it’s relationship with major European
companies”
Barbara Gordon, VP for Enterprise Partners,
Microsoft
implementations around the globe
across all sectors
 CGI has a partnership with
Minds&More, leveraging their wealth of
business experience in Sales &
Marketing
 CGI has a new, local partnership with
ClickDimensions
 Leveraging email marketing and
Marketing automation for Dynamics
CRM
7

8. Evolution of customer relationship model
Customer Experience Leaders
22.5%
S&P 500 index
-1.3%
Customer
Experience Laggards
5-year stock performance of
Customer Experience (CxP)
leaders vs. laggards vs. S&P 500
(2007-2011)
Showing cumulative total return.
-46.3%
8

9. Market Survey Results
9

10. How and why
CGI Belgium conducted a survey from December 2013 – February 2014, to
understand if there has been a change in how leading Belgian organisations
are growing market share in the digital age.
The way people interact and buy has fundamentally changed. As a business,
you face new challenges in how to engage with your customers across
multiple channels.
Managing the customer relationship is a key concern for companies looking
to foster customer loyalty. A company’s success depends on its ability to
create and nurture mutually profitable relationships with its customers.
Organizations face many challenges in the way they engage with customers.
We see greater demand for insight that is then applied across a business.
The fact that this will be in real time from digital channels present great
challenges, yet great opportunities to increase customer value as well as
drive operational efficiencies.

11. The results are in!
11

12. The results – further explained
• 47% of respondents felt their organisation’s holistic approach to
customer relationships is unaware / unconsidered with a further 47%
exploring these activities. However, fundamental aspects of what
makes the approach holistic were also rated as unaware /
unconsidered.
• We see that 67% of organisations are still struggling to undertake
customer segmentation activities to identify the profile of their ideal
customer. This is also confirmed by the customers we have worked
with recently.
• When you break down the results by sector, a fascinating divergence
emerges. There are some sectors where ‘CRM is a top priority’; for
MRD it was considered a top priority by 41% and FS by 20%. This is in
stark contrast to Public Services 20% and EUT 7%.
12

13. The results – further explained
• The results show that organisations see the urgency and understand
that investments in CRM strategies still needs to be made, however it
is not being approached in a holistic, customer centric way.
• 74% of those prioritising CRM haven’t yet established their customer
touch points.
• Surprisingly, 53% of those prioritising CRM are still exploring how to
make efficient use of customer data, a pain that is common theme
across all sectors. Unsurprisingly, 55% of the top pains felt within
current CRM implementations have been cited as data quality and
correctness issues.
13

14. People are proud to be loyal
14

15. Why are people proud to be loyal?
• What we can deduce from the survey results is that organisations are
still experiencing the traditional pains we’ve seen over the last 5-10
years.
• 90% of respondents chose a romantic weekend away should they win
a prize for responding.
• What CGI is witnessing with clients is a continued increase in peoples
responsibility in their BAU work, while resources available are
shrinking within organisations.
• The increase in pressure for people to do more with less without the
appropriate tools and means has been the status quo for years.
Unfortunately most organisations aren’t harnessing the power of
technology to enable their employees to efficiently and effectively do
more with less.
15

16. Why are people proud to be loyal?
• In the 2 dimensional world that we used to operate in, our customers
weren’t educated buyers. They came directly to you for your expertise
and knowledge. You were always ahead of the buyer when they came
to you. Now, in most cases the buyer knows more about your products
and services than you do. Based on our research and statistics, we
continue to see that the buyer is already ahead of your sales person
by the time they have a conversation.
• The growing use of new technology and channels that provide
customers with a wealth of information on company products and
services has rapidly changed today’s buyer-seller relationship. We
have a new generation of educated buyers….
• The power lies within integrating customer data across sales,
marketing, and service to retain your educated and loyal customers
because people are proud to be loyal.
16

17. Each touch point matters!
90% of today’s buyer’s are 2/3 to 90% of
the way through the buying process before
they speak to you
4.5 billion people are empowered to
share their opinions, wants & needs like
never before
6.8 billion on mobiles
people
used
to talk
TO you
people
talk
ABOUT
you
you
have to
talk TO
people
90% of data is created via social media
44% of consumers complain via social
media. 20% expect a response within 1
hour via social media
Telephone
Review
sites
E-mail
Forums/
Blogs
400 million tweets per day about products,
services, and brands
Forms
150 average number of times a person
checks their phone each day
Educated Buyer
17
Social
Networks
Automatic
Chat
Public
Answers

18. Social media explained
<< I need to pee >>
<< I peed >>
<< This is where I pee >>
<< Why am I peeing? >>
<< Look at this pee! >>
<< I’m good at peeing >>
18

19. Buyer’s Journey, Benny Van Calster
Partner, Minds&More
19

20. BUYER’S JOURNEY
Benny Van Calster- Partner
Benny.van.calster@mindsandmore.biz
Feb. 27, 2014

21. We help clients to grow their business by building capabilities in
marketing, sales & transformation
MARKETING
SALES
TRANSFORMATION
Define, develop, communicate and deliver offerings
that have value for your customers
Boosting commercial performance enabling you to find,
win and retain customers
Building organizational focus, capabilities and the
necessary change to win more in the market
21

22. REALISING BUSINESS GROWTH IN TODAY’S
ENVIRONMENT
How to align your resources to maximise your
growth trajectory?
• People
• Processes
• Systems
How to match the customer needs in today’s
digital age?
• Information search upfront
• When does the Selection & buying process
start …
• Online & offline integration requirements
22

23. RISKS TO AVOID
Typical Selling Process
List of
Prospects
Qualify
Propose
Close
Deliver
Up-Sell &
Cross-Sell
Often there is a disconnect between Sales & Marketing business
processes and the ‘true’ Customer’s buying journey.
Sales pushing for a close when customers have not even
recognized that they have a gap
Untroubled
&
Unaware
Gap
Acknowledged
Need
agreed
Evaluate
Suppliers &
Solutions
Select
Best
Implement
The Customer’s ‘Buying Journey’
Assess
Value

24. BUYERS’S JOURNEY
Gaps
Untroubled and unaware
versus
Positioned in category
needs!
Interest established
Gap acknowledged
Before benefits
are enjoyed,
we need....
Need agreed
Offers understood
Preference formed
Decision made

25. STRATEGIES TO FILL, PROGRESS AND ‘RECYCLE’
BUYERS
Untroubled and unaware
Positioned in category
Interest established
Gap acknowledged
Need agreed
Offer understood
Preference formed
Decision made

26. LEAD TO REVENUE MANAGEMENT PROCESS
26

27. HOW ABOUT YOUR ORGANISATION?
• Aligned business objectives?
• Defined steps/stages of the buyer’s journey?
• A standardised sales process?
• Enabled in your CRM & customer touch point systems?
• ‘trust’ in your Customer data quality?
• Business reporting into your CRM?
Key components to realise your
business growth !
27

28. Buyer’s Journey Use Case
with Dynamics CRM & ClickDimensions

29. Use Case: Company SafetyFirst
We represent a company that sells Personal Protection Products. We
deliver a wide range of products (e.g. Head, Body, Foot protection) that
can be used in different professions to prevent injuries and physical
harm.
SafetyFirst
29

30. 30

31. Integrated Lead Generation between Marketing & Sales
31

32. Integrated Lead Generation between Marketing & Sales
32

33. CGI’s Value Proposition

34. Multiple customer purchase paths
Channel
In-Store
1
2
RESEARCH
3
SHOP
Browse
Visit
Order
Phone
5
SERVICE
Return
Trouble
shooting
Compare
Web
PICKUP
Local POS
Ref
Catalogue
4
BUY
Check
Help
E-mail
Info
Confirm
Mob App
Social
Search
Ask
Reviews
The lighter the colour, the less
companies master these
channels
34
Digital Customer
Share
Install

35. Complexity can disturb a great customer
experience
35

36. Aligning to the customer experience
36

37. The need to develop customer relationships….
• In a digital world has never been greater
• As can been seen in the previous slide, there are multiple
communication channels for interaction which we can help you with
• Beginning with a CRM database, WCM, Web Analytics, Campaign
Management, Marketing Automation, Social Media Marketing, Nurture
Marketing, Lead Management, Cross sell/up sell campaigns, and
mobile marketing.
• We will help you articulate your roadmap, implement Dynamics CRM
as the foundation, and in support of this we can provide application
and infrastructure management, and Business Process Optimisation
services.
37

38. Final thoughts on the buyer’s journey
18%
The number of respondents
consider ‘adapting the business due
to changing customer buying
behavior’ as a top priority. (KPMG
SiCW Business Leaders Survey)
38

39. Value Proposition: driven by business goals
• CGI has a solution to collect critical customer insights across
marketing, sales and service. These insights can be used across
today’s multichannel buyers journey to increase your market share.
• These insights can be used across today’s multichannel buyer’s
journey to increase your market share in different
• For detailed information on CGI Belgium’s CRM Value Proposition
please contact us at marketing.be@cgi.com
39

40. A few Dynamics CRM and Mobile references
40

41. Final thoughts
CGI has a privileged partnership with Microsoft, supported by the
executive management of the 2 companies.
We continue to invest efforts and ensure our members have up to date
certifications in CRM to enable us to share our knowledge and expertise
across the Belgium market.
Our clients have come to rely on CGI’s highly accountable operating
structure and commitment to quality work. As a result, we have a
strong track record of turning one-time projects into long-term
relationships.
We believe we are uniquely placed on the Belgium market to support you
in this challenge of the changed buyer’s journey.
41

42. Customer Testimonial
Q-Park

43. Closing – Hans Vets
Senior Vice President, CGI Belgium

44. CGI’s Digital Customer Experience
• We hope you better understand the need to act now.
• If you would like to speak to our CRM expert please contact
Jo.Braeken@cgi.com
• If you would like more information on the Buyer’s Journey please
contact Benny.van.calster@mindsandmore.biz
• If you would like a presentation on the Belgium Market Survey
Results please contact Lana.Khoury@cgi.com
• If you would like further information on CGI Belgium’s Business
Process and IT Services please contact a.peeters@cgi.com

45. Our commitment to you
We approach every engagement with one
objective in mind: to help clients succeed