This document discusses customer relationship management and analytics. It introduces Inbox, a consulting firm that specializes in customer marketing through data analysis and relationship building. The document outlines Inbox's services, including data management, customer behavior analysis, relationship marketing, and consulting. It also discusses evolving customer contexts and the need for new CRM strategies focused on building proximity and collecting customer data.
Teamworks Customer Relationship MarketingJudy Lane
TeamworksGlobal is a business development firm that provides strategic planning and implementation of integrated marketing campaigns. They help automate marketing processes using technology to manage data, analyze results, and automate communications. Their customer relationship marketing focuses on nurturing prospects, growing customers, and retaining inactive customers through periodic, transactional, and lifecycle communications. They provide solutions to improve marketing effectiveness and drive profitability.
This document provides an overview and introduction to Account-Based Marketing (ABM). It defines ABM as focusing marketing and sales efforts on specific targeted accounts, bringing marketing and sales teams closer together. The document outlines benefits of ABM like improved ROI and faster sales cycles. It provides guidance on getting started with ABM, including choosing targets and tactics. Example tactics discussed include direct mail, content marketing, and digital advertising.
Quillion Performance Marketing 8 Tips For 2009Prove
The document discusses how the economic climate in 2009 will favor performance marketing initiatives that demonstrate accountability and ROI. It outlines 8 steps companies can take to prepare for and optimize performance marketing efforts, such as determining customer lifetime value, capturing prospect information, and building marketing assets. Performance marketing focuses on cost-per-acquisition and risk-sharing media buys that directly generate revenue.
This document discusses how marketers have traditionally focused on short-term metrics like sales that favor tactics like digital advertising. While these tactics show high short-term ROI, they risk falling into an "instant ROI trap" by only targeting consumers interested in immediate purchases. This narrow focus fails to build brands for the long-term or attract new customers. The document argues marketers need advanced analytics to understand both short and long-term ROI in order to balance brand-building and promotional tactics across channels for sustainable growth. It concludes marketers using the most advanced measurement can optimize spending based on audience segments and media goals.
The document provides a direct marketing plan for the American Cancer Society to increase donations. It recommends focusing efforts on current members through tactics like email, mail, social media, and web personalization to activate non-donors and reactivate past donors. For new members, it suggests acquiring customers through email, mail, social media, SEO, and mobile then activating their donations. Key tactics include targeted messages, personalized experiences, and micro-donations. The plan outlines communication calendars, budgets, and metrics to measure success.
Customer intelligence services provide advanced analytical solutions to develop targeted customer strategies. They use internal and external data with structured and unstructured content as inputs to generate outputs like accelerated growth, risk mitigation, and cost reduction. Customer intelligence helps businesses better understand their customers through insights from customer demographics, transactions, surveys, and more. This enhances the customer experience, increases revenue through acquisition and retention, and reduces costs.
Presenting the second paper in the series 'Multi-channel Customer Management' that delves deep into the design, deployment, coordination, and evaluation of customer interaction channels enterprises can and should leverage.
Teamworks Customer Relationship MarketingJudy Lane
TeamworksGlobal is a business development firm that provides strategic planning and implementation of integrated marketing campaigns. They help automate marketing processes using technology to manage data, analyze results, and automate communications. Their customer relationship marketing focuses on nurturing prospects, growing customers, and retaining inactive customers through periodic, transactional, and lifecycle communications. They provide solutions to improve marketing effectiveness and drive profitability.
This document provides an overview and introduction to Account-Based Marketing (ABM). It defines ABM as focusing marketing and sales efforts on specific targeted accounts, bringing marketing and sales teams closer together. The document outlines benefits of ABM like improved ROI and faster sales cycles. It provides guidance on getting started with ABM, including choosing targets and tactics. Example tactics discussed include direct mail, content marketing, and digital advertising.
Quillion Performance Marketing 8 Tips For 2009Prove
The document discusses how the economic climate in 2009 will favor performance marketing initiatives that demonstrate accountability and ROI. It outlines 8 steps companies can take to prepare for and optimize performance marketing efforts, such as determining customer lifetime value, capturing prospect information, and building marketing assets. Performance marketing focuses on cost-per-acquisition and risk-sharing media buys that directly generate revenue.
This document discusses how marketers have traditionally focused on short-term metrics like sales that favor tactics like digital advertising. While these tactics show high short-term ROI, they risk falling into an "instant ROI trap" by only targeting consumers interested in immediate purchases. This narrow focus fails to build brands for the long-term or attract new customers. The document argues marketers need advanced analytics to understand both short and long-term ROI in order to balance brand-building and promotional tactics across channels for sustainable growth. It concludes marketers using the most advanced measurement can optimize spending based on audience segments and media goals.
The document provides a direct marketing plan for the American Cancer Society to increase donations. It recommends focusing efforts on current members through tactics like email, mail, social media, and web personalization to activate non-donors and reactivate past donors. For new members, it suggests acquiring customers through email, mail, social media, SEO, and mobile then activating their donations. Key tactics include targeted messages, personalized experiences, and micro-donations. The plan outlines communication calendars, budgets, and metrics to measure success.
Customer intelligence services provide advanced analytical solutions to develop targeted customer strategies. They use internal and external data with structured and unstructured content as inputs to generate outputs like accelerated growth, risk mitigation, and cost reduction. Customer intelligence helps businesses better understand their customers through insights from customer demographics, transactions, surveys, and more. This enhances the customer experience, increases revenue through acquisition and retention, and reduces costs.
Presenting the second paper in the series 'Multi-channel Customer Management' that delves deep into the design, deployment, coordination, and evaluation of customer interaction channels enterprises can and should leverage.
This document discusses how data is exploding in volume and complexity, making customers harder to understand, target, satisfy and reach with traditional marketing approaches. It outlines how the company is improving customer intelligence through building a new marketing database and exploiting customer data to gain insights into areas like campaign performance, pricing impacts, predictive analytics, customer segmentation and social network analysis. These insights are helping shift how insights are delivered and used, improving understanding of loyalty and reducing churn, improving targeting for loyalty campaigns and creating more efficient and joined-up messaging across channels. Segment strategies are defined to retain and educate high value loyal customers through optimal price plans and targeted entertainment deals.
The House of Marketing, Belgium's first centre of marketing expertise, shows you an introduction and short guide to customer segmentation, including four options and simple steps to deliver measurable benefits through segmentation. Contact: www.thom.eu
CRM software helps your business to manage contact information in an organized way, making it easy to follow up on your interactions and activities with customers.
https://runfrictionless.com/b2b-white-paper-service/
Affordable Databases Can You Afford Not to be using a Marketing DatabaseVivastream
The document discusses the importance of marketing databases for optimizing customer engagement across multiple channels. It outlines key steps for companies to take such as identifying data sources, normalizing data, resolving demand across channels, and applying intelligent segmentation and targeting. Regular testing and adjustment of allocation rules and campaigns is also recommended. The overall message is that companies with a robust marketing database that provides customer intelligence will have the lowest costs, highest returns, and strongest competitive advantage going forward.
This document discusses segmentation strategies for creating profitable customers. It begins by renewing the understanding of why segmentation is important for driving higher profitability through understanding customer needs. It then discusses profiting through segmentation by understanding customers and developing targeting strategies. It emphasizes investing in tools, skills, and systems to operationalize segmentation. Finally, it stresses the importance of demonstrating segmentation strategies through testing, measurement, and gaining organizational buy-in to make segmentation efforts successful.
1. Relationship marketing focuses on developing long-term relationships with customers and emphasizes customer retention and loyalty over short-term transactions.
2. Advances in information technology, such as customer databases, data mining, and one-to-one marketing, have enabled firms to develop more personalized relationships with individual customers.
3. Database marketing uses customer data to segment customers and target them with customized marketing offers and communications to improve customer acquisition, retention, and cross-selling.
The document discusses precision marketing and how it can be used to deliver better targeted messages to customers. Precision marketing aims to understand customers at an individual level using data analysis techniques to determine the most profitable segments. It involves collecting customer data, analyzing that data for insights, and using those insights to drive efficient marketing interactions tailored to each customer. Key aspects include economic segmentation, predictive analytics, lifetime customer value analysis, and leveraging data to personalize offers for acquisition, retention and maximizing profitability across the customer lifecycle. Large companies are able to use these techniques effectively through robust customer relationship management systems and advanced data analytics technologies.
Why Pricing, data & customer segmentation are relevant for insurance (partly ...Jerry J. Stam
Why Pricing, data & customer segmentation are relevant for insurance (partly Dutch). Lessons shared from retailers and how insurers would benefit if they applied (some of) them
In this PPT we will clear the doubts of Digital marketing, What it is?
What are its types?
Purpose of digital marketing ?
Why and how to do this marketing?
This document discusses campaign management services for businesses. It provides in-depth experience in analyzing customer data to precisely target existing and new customer segments based on campaign objectives. Services include compelling creative materials, programmatic media buying passing savings to clients, and continuous optimization of goals, conversions and acquisition costs based on automated tracking and analytics. The goal is to help clients become market leaders affordably and efficiently through human-driven campaign management processes.
This document discusses the concept of customer equity, which refers to managing customers as valuable assets. It argues that firms should measure, manage, and maximize customer equity like other business assets to directly impact the bottom line. Customer equity management uses financial techniques and customer data to optimize customer acquisition, retention, and additional sales over the lifetime of customer relationships. While some concepts are not new, integrating them into a unified customer equity approach is innovative. Firms that adopt this approach can compute customer asset values, adjust investments over the customer lifecycle, organize processes around the lifecycle, leverage customer interactions, and tailor offerings to maximize long-term profitability and growth from customers.
1. The document discusses effective customer segmentation for understanding website traffic and properly evaluating marketing campaigns.
2. It recommends starting with a simple segmentation of logged-in visitors to change one's view of web analytics data. Calculating conversion rates from potential customers only is also recommended.
3. Customer cohorts based on acquisition date can provide insights about customer activation and retention. The document recommends not limiting oneself to what web analytics tools offer and making tools analyze customized segments.
Cypress Semiconductor used web-based customer satisfaction surveys and social CRM to improve responsiveness to customers and increase satisfaction. FleetBoston used customer segmentation and artificial intelligence to calculate customer profitability and target marketing efforts. While IT-based targeted marketing can boost yields, ineffective targeting can produce negative results if the wrong products or messages are provided. Careful data analysis and improved CRM are needed to ensure marketing adds value for customers.
Uncovering an Innovative Monetization Strategy to Keep Your Organization Rele...RocketSource
This document discusses innovative monetization strategies for organizations. It notes that focusing solely on customer acquisition is insufficient, and that retention must also be emphasized through innovative revenue models, pricing strategies, and business models aligned with the customer journey. Examples are provided of companies innovating their monetization approaches through various strategies like freemium, value-based, subscription-based, and pay-per-use models. The importance of data-driven optimization of pricing and understanding customer willingness to pay is also highlighted.
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBookSherry Lamoreaux
Marketing automation can help agencies strengthen their value proposition and better meet evolving client needs. By implementing a marketing automation platform, agencies can offer new service tiers and revenue streams to clients while improving campaign effectiveness, efficiencies, and costs. Marketing automation also allows agencies to position their expertise in a high-demand discipline and differentiate themselves in the increasingly competitive industry.
The intelligence that creates an individual approach and gets results. The role of direct Mail in today’s
media mix / study results. How to create an omni-channel
experience using Big Data and smart technology
Data has the potential to be your most valuable marketing resource. With the right data in hand, you can create scalable, repeatable marketing processes. Learn the essentials of data-driven marketing here.
Inbox is a consulting firm specialized in customer relationship management. They have 25 employees with expertise in data analysis, web development, and creating customized CRM solutions. Their services include auditing customer data and behaviors, creating segmentation profiles and scoring models, designing loyalty programs and marketing campaigns, and developing CRM tools to improve customer knowledge and relationships. Their approach involves guiding clients through all aspects of a CRM project from needs assessment to implementing a customized online CRM application to optimize customer marketing.
This document discusses how data is exploding in volume and complexity, making customers harder to understand, target, satisfy and reach with traditional marketing approaches. It outlines how the company is improving customer intelligence through building a new marketing database and exploiting customer data to gain insights into areas like campaign performance, pricing impacts, predictive analytics, customer segmentation and social network analysis. These insights are helping shift how insights are delivered and used, improving understanding of loyalty and reducing churn, improving targeting for loyalty campaigns and creating more efficient and joined-up messaging across channels. Segment strategies are defined to retain and educate high value loyal customers through optimal price plans and targeted entertainment deals.
The House of Marketing, Belgium's first centre of marketing expertise, shows you an introduction and short guide to customer segmentation, including four options and simple steps to deliver measurable benefits through segmentation. Contact: www.thom.eu
CRM software helps your business to manage contact information in an organized way, making it easy to follow up on your interactions and activities with customers.
https://runfrictionless.com/b2b-white-paper-service/
Affordable Databases Can You Afford Not to be using a Marketing DatabaseVivastream
The document discusses the importance of marketing databases for optimizing customer engagement across multiple channels. It outlines key steps for companies to take such as identifying data sources, normalizing data, resolving demand across channels, and applying intelligent segmentation and targeting. Regular testing and adjustment of allocation rules and campaigns is also recommended. The overall message is that companies with a robust marketing database that provides customer intelligence will have the lowest costs, highest returns, and strongest competitive advantage going forward.
This document discusses segmentation strategies for creating profitable customers. It begins by renewing the understanding of why segmentation is important for driving higher profitability through understanding customer needs. It then discusses profiting through segmentation by understanding customers and developing targeting strategies. It emphasizes investing in tools, skills, and systems to operationalize segmentation. Finally, it stresses the importance of demonstrating segmentation strategies through testing, measurement, and gaining organizational buy-in to make segmentation efforts successful.
1. Relationship marketing focuses on developing long-term relationships with customers and emphasizes customer retention and loyalty over short-term transactions.
2. Advances in information technology, such as customer databases, data mining, and one-to-one marketing, have enabled firms to develop more personalized relationships with individual customers.
3. Database marketing uses customer data to segment customers and target them with customized marketing offers and communications to improve customer acquisition, retention, and cross-selling.
The document discusses precision marketing and how it can be used to deliver better targeted messages to customers. Precision marketing aims to understand customers at an individual level using data analysis techniques to determine the most profitable segments. It involves collecting customer data, analyzing that data for insights, and using those insights to drive efficient marketing interactions tailored to each customer. Key aspects include economic segmentation, predictive analytics, lifetime customer value analysis, and leveraging data to personalize offers for acquisition, retention and maximizing profitability across the customer lifecycle. Large companies are able to use these techniques effectively through robust customer relationship management systems and advanced data analytics technologies.
Why Pricing, data & customer segmentation are relevant for insurance (partly ...Jerry J. Stam
Why Pricing, data & customer segmentation are relevant for insurance (partly Dutch). Lessons shared from retailers and how insurers would benefit if they applied (some of) them
In this PPT we will clear the doubts of Digital marketing, What it is?
What are its types?
Purpose of digital marketing ?
Why and how to do this marketing?
This document discusses campaign management services for businesses. It provides in-depth experience in analyzing customer data to precisely target existing and new customer segments based on campaign objectives. Services include compelling creative materials, programmatic media buying passing savings to clients, and continuous optimization of goals, conversions and acquisition costs based on automated tracking and analytics. The goal is to help clients become market leaders affordably and efficiently through human-driven campaign management processes.
This document discusses the concept of customer equity, which refers to managing customers as valuable assets. It argues that firms should measure, manage, and maximize customer equity like other business assets to directly impact the bottom line. Customer equity management uses financial techniques and customer data to optimize customer acquisition, retention, and additional sales over the lifetime of customer relationships. While some concepts are not new, integrating them into a unified customer equity approach is innovative. Firms that adopt this approach can compute customer asset values, adjust investments over the customer lifecycle, organize processes around the lifecycle, leverage customer interactions, and tailor offerings to maximize long-term profitability and growth from customers.
1. The document discusses effective customer segmentation for understanding website traffic and properly evaluating marketing campaigns.
2. It recommends starting with a simple segmentation of logged-in visitors to change one's view of web analytics data. Calculating conversion rates from potential customers only is also recommended.
3. Customer cohorts based on acquisition date can provide insights about customer activation and retention. The document recommends not limiting oneself to what web analytics tools offer and making tools analyze customized segments.
Cypress Semiconductor used web-based customer satisfaction surveys and social CRM to improve responsiveness to customers and increase satisfaction. FleetBoston used customer segmentation and artificial intelligence to calculate customer profitability and target marketing efforts. While IT-based targeted marketing can boost yields, ineffective targeting can produce negative results if the wrong products or messages are provided. Careful data analysis and improved CRM are needed to ensure marketing adds value for customers.
Uncovering an Innovative Monetization Strategy to Keep Your Organization Rele...RocketSource
This document discusses innovative monetization strategies for organizations. It notes that focusing solely on customer acquisition is insufficient, and that retention must also be emphasized through innovative revenue models, pricing strategies, and business models aligned with the customer journey. Examples are provided of companies innovating their monetization approaches through various strategies like freemium, value-based, subscription-based, and pay-per-use models. The importance of data-driven optimization of pricing and understanding customer willingness to pay is also highlighted.
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBookSherry Lamoreaux
Marketing automation can help agencies strengthen their value proposition and better meet evolving client needs. By implementing a marketing automation platform, agencies can offer new service tiers and revenue streams to clients while improving campaign effectiveness, efficiencies, and costs. Marketing automation also allows agencies to position their expertise in a high-demand discipline and differentiate themselves in the increasingly competitive industry.
The intelligence that creates an individual approach and gets results. The role of direct Mail in today’s
media mix / study results. How to create an omni-channel
experience using Big Data and smart technology
Data has the potential to be your most valuable marketing resource. With the right data in hand, you can create scalable, repeatable marketing processes. Learn the essentials of data-driven marketing here.
Inbox is a consulting firm specialized in customer relationship management. They have 25 employees with expertise in data analysis, web development, and creating customized CRM solutions. Their services include auditing customer data and behaviors, creating segmentation profiles and scoring models, designing loyalty programs and marketing campaigns, and developing CRM tools to improve customer knowledge and relationships. Their approach involves guiding clients through all aspects of a CRM project from needs assessment to implementing a customized online CRM application to optimize customer marketing.
Customer Relationship Management unit 3 crm structuresGanesha Pandian
The document discusses Customer Relationship Management (CRM) and provides information on key aspects of implementing a successful CRM strategy. It defines CRM and outlines its goals of increasing profitability through customer satisfaction and loyalty. The document also discusses CRM essentials, the CRM implementation process, customer acquisition strategies, retention tactics, and developing a CRM roadmap.
ABM: Illustrate and Quantify Marketing’s Role in the Value ChainAaron Smith
Increasingly, marketing is seen as a cost center versus a contributor to business growth. Oftentimes, this view comes from misalignment with sales and an inability to demonstrate meaningful results. As the complexity of the B2B landscape increases, marketers need new ways not only to engage their target buyers but also reestablish themselves as value creators.
This session will illustrate the successful transition of a consulting firm's marketing strategy from broad to account-based marketing - and the role that lead generation played within it. This journey of more than a year ended in some of the highest client margin increases (as a percentage) across the firm. One of the biggest wins is the alignment and collaboration between sales and marketing -- the holy grail for most organizations. Key takeaways:
• Learn why shifting from broad reach to account-based marketing yields better outcomes with fewer resources.
• Understand how to influence the sales team for effective change management across your organization.
• Discover the right measures to show the value of and return from your account-based marketing while winning favor with your firm’s leadership.
(Disclaimer: The opinions and positions expressed are mine and don’t necessarily reflect those of Spencer Stuart.)
The document describes a promotional scheme run by an advertising agency for Cello thermoware in Mumbai, where teams of callers rang 33,000 random phone numbers in the city and those who answered with "Cello" instead of "Hello" were eligible to win a free product. The unconventional idea of calling people and having them say "Cello" proved very successful at achieving top-of-mind awareness of the brand, with over 3,800 winners receiving prizes over the week-long promotion period in Mumbai. The creative marketing scheme was praised for being an "accha idea" or good idea that generated significant awareness for Cello thermoware products.
Lead Scoring: Aligning Marketing and Sales with Effective Lead Scoring Techniques - Turning Marketing’s leads into Sales’ gold can be a challenge. The inability to generate and identify qualified leads negatively impacts the effectiveness of marketing campaigns, revenue growth, and company success. This presentation explores this challenge and provides information on how to align the expectations of sales and marketing, enabling marketing to deliver a continuous flow of qualified leads to the sales team for maximum ROI. This informative session will teach you how to accelerate the sales cycle through automated lead scoring.
Mythology Marketing System - The Full StoryMythology LLC
How does your organization build brand, revenue and relationship? Is your marketing ad hoc, confusing and lack consistency? You may need the Mythology Marketing System.
The document discusses customer relationship management (CRM) and electronic customer relationship management (eCRM). It outlines several key aspects of CRM, including acquiring and retaining customers, increasing customer satisfaction and loyalty, understanding customer needs and behaviors, and using marketing campaigns and technologies like data analysis to improve customer interactions and relationships. The document then discusses how eCRM uses electronic channels like websites and messaging to connect with customers and enhance the customer experience across different customer touchpoints. It emphasizes integrating online channels with traditional channels to implement a holistic CRM strategy.
Retail CRM, AI-driven customer engagement, automated personalized campaigns, offers, and services to help you acquire, retain, grow, and expand your customer base.
This document provides an overview of a presentation on customer relationship management (CRM) for arts groups. The presentation will cover the components and strategies of CRM, best practices and value. It will also discuss how arts groups can best use CRM and provide an example of a successful arts group CRM implementation. The goals are to understand CRM and how it can provide value to arts organizations as both a customer and competitive necessity.
This document provides an overview of a presentation on customer relationship management (CRM) for arts groups. The presentation will cover the components and strategies of CRM, best practices and value. It will also discuss how arts groups can best use CRM and provide an example of a successful arts group CRM implementation. The goals are to understand CRM and how it can provide value to arts organizations as both a customer and competitive necessity.
This document discusses customer relationship management (CRM) strategies for arts organizations. It defines CRM and its key components, including integrating marketing, sales, service and customer data. The presentation covers CRM best practices, metrics and case studies of arts groups using CRM to increase revenue, retention and engagement. It recommends tactics arts groups can implement, such as permission-based email marketing, surveys, online communities and personalized communications based on customer data and segmentation.
HGS Interactive is a partner agency for Subrat Bisht and specializes in Digital CRM. In this presentation HGSI has debunked the myths around social crm and shared valuable Insights. For more case studies like this, visit www.hgsinteractive.com
The document discusses the differences between conventional CRM and social CRM. It provides data from an IBM survey that found social media recommendations are more trusted (78%) than conventional ads (14%), and people are more influenced by forum discussions (74%) than direct promotions (26%). Social media allows for personalized, collaborative, and interactive engagement as opposed to mass marketing. It also shifts customer relationships from transactional to relational. The rest of the document discusses how companies can implement social CRM, including building a social media presence, using different social networks and tools, and overcoming myths about social CRM. It also provides examples of how companies like hospitals and restaurants have successfully used social CRM for objectives like marketing events, reputation management
How you communicate with clients, anticipate their needs, share insights of value, and keep enlightening them along the way — these elements require go-to-market execution just as much as introducing a new digital banking solution.
While the scope of a successful go-to-market execution strategy will vary, the following three essentials are critical:
• Client Focus – Which clients and prospects, industries and regions are you targeting, and why?
• Value – Do your products demonstrate measurable and direct value to meet clients' critical needs?
• Competition – Are your products, people and value proposition best in class?
Help drive business growth and long-term sustainability and infrastructure through:
Connecting the dots between product, sales, marketing, and technology
Defining a strategic product-market fit and go-to-market strategy
Strategic sales enablement
Deploy and maximize use of technology and marketing automation
The document discusses strategic e-marketing planning and performance metrics. It defines strategic planning as developing a fit between objectives, skills, and resources with market opportunities. Key elements are a SWOT analysis and establishing strategic objectives. A SWOT examines internal strengths/weaknesses and external opportunities/threats. Strategic objectives include growth, competitive position, and geographic scope. E-business strategy combines corporate strategy with IT, while e-marketing strategy combines marketing strategy with IT.
Improving ROI with Marketing Optimization via SASFlutterbyBarb
This document summarizes a presentation about using marketing optimization to improve return on investment. It discusses how increasing marketing efficiency, better targeting customers, and higher campaign volumes are no longer sufficient to maximize ROI. Optimization uses mathematical modeling to determine the best combination of marketing decisions, objectives, and constraints to achieve the optimal outcome. An example shows how optimization can improve ROI by 4% over prioritizing customers or campaigns alone. The presentation argues that optimization should be applied across the entire marketing process for maximum benefit.
Customer experience improvement can—and does— drive bottom-line results. So how can we prove that making customers happier can make you and your shareholders happier too?
Similar to Customer Relationship Management Club France (20)
3. Introduction Founded in 2001 in Paris, opened a Moscow office in 2008 40 collaborators, consultants, statisticians & web developers From analytical CRM to operational CRM : from web & data mining to development of « bespoke » CRM solutions In-depth multi-sectorial knowledge Customer Relationship universe « Inbox is a consulting firm specialized in customers marketing : analysis of behaviors, design of relational action plans, reset of loyalty program, … from the analysis of customers' data and their relationship with the company, we build and develop tools to get a better knowledge and understanding of their habits and then do influence their relationship with the Company »
4. What we do ? Data management : to manage a 360°customer vision Knowledge : to understand the customer behavior Animation : to influence the customer behavior Relational Marketing : to interact with each customer Optimization : to maximize the Return on Investment Activities steering : to deliver the relevant marketing information Consulting : to bring relevant & operational recommendations Training : to develop & increase your know-how
6. A new context arose,… so new? Household expenditures at constant prices Private consumption has been one of the main pillars of Russian GDP growth over the last 10 years. And should continue to be, even at lower path,… BRIC Countries - % of growth
7.
8. 70% of purchase decision making process remains at the point of sales(Inter-Act System – 2008) Issuance of “discount card”: Discount first & last BUT: Value destructive Absence of differentiation
10. Customer Relationship Management What for? Me too or Strategic pillar? Training, job description Action to manage, organize the links between different persons who do exchange – positively or negatively – under commercial terms goods and/or services within constraints (budgetary, human resources, commercial pressure) which lead to necessary arbitration and then, selection and targeting DEFINITION Which resource allocations for which results? Where do I stand today? Perceived image Alone or in partnership
11. 10 Basic Rules of Success Clearly define from the beginning realistic targets (industry, sector,…) Build a Business Case and keep it up-to-date Obtain and keep the support of the General Management Execute quickly the project to obtain quick results Limit and control the perimeter of the CRM project Be aware of change management Get involved the users throughout the project Drive (manage) strictly the project Get it properly integrated into your environment Measure the results with agreed and shared K.P.I
12. Key advantages of DB set-up Margin analysis per distribution channel Customers expectations & preferences Geo-marketing (competitive analysis) Cost of recruitment or retention of customers In-depth customers’ knowledge, history of the relations Definition of price policy Client & Customer Segmentation Profitability & Efficiency of DM programs Individualization of the client knowledge Individualization of the offers Market trends Customer expectation Sales history per products categories Demand, volume, profitability simulations Efficiency of the sales process Customer satisfaction (follow-up,…)
14. From the Funnel… …to Vortex High Capital Intensity High Content Intensity Generate Loyalty Optimize processes Increase value performance Reduce costs Marketing Marketing Sales “Tell me what you need, I’ll tell you what I want” “Tell me what you want, I’ll tell you what you need”
16. A different focus, even though… “Don’t wonder what your country can do for you, but what you can do for your country” JFK “Don’t wonder what your customer can do for you, but what you can do for your customer” JM Lehu … we’re convinced to BE consumer focus. Indeed, there is a constant need to listen, understand, engage so as to build a dialogue.
17. A different strategy to agree upon,… It understates a strategy of content instead of advertising or advertainment The content of the communication overcomes the direct universe of the brand and proposes the consumer to get free access to a world – the brand is the “pass”
18. Your mission : to build proximity A great proximity with the customer is A KEY axis of differentiation vs competitors - it aims at creating a link based on mutual capability to: Listen, exchange, share Thank, punish, reward Federate, value, entertain Because a LOYAL customer is WORTH it Average length of customer relationship (years) PHS CRM - US - 2008
19. Your target: to collect DATA Any point of contact with the customer is a : Any person in contact with the customer is a : Consolidation of the data intocommondatabase De-duplication of the contacts (recommended) DATA COLLECTION POINT (DCP) DATA COLLECTION PROMOTER (DCP) Reporting Interface Retained Customers Program New Customer Cultivation Program
20. Your weapon: CRM analytics tools 100,000 70,000 28,000 The best potential of results and R.O.I Prospects for special offer, new offer,…
21. Ex : Performance of a score (1/2) Rate of subscription of a loan by cluster of score Rate of subscription Cluster of score of subscription
22. Ex : Performance of a score (2/2) Concentration curb of appeal score to consumption loan % cumulative buyers % cumulative client base
24. Context & targets Context: Ready-to-wear chain, operating through 140 outletsis looking at developing its profitability relying on a strategy based upon relational marketing An existing loyalty program gathering up to 300 000 cardholdersmore or less active Targets: The chain wish to: Develop the sales Invest while controlling discount Improve the loyalty of the customers Using: Performing loyalty program Customer knowledge Pro-active multi-channel communication
25. Project milestones Audit of the customer behaviour Identification of performance levers Creation of a new loyalty program Economic analysis & impact of the different proposed scenario Choice of the program Implementation Launch Set-up of a marketing database Implementation of the reporting tools Design of the actions plan Input of scores assessing return Input of the tool of return simulation Implementation of the e-CRM management program Ad’hoc surveys through online questionaires to assess their expectations and satisfactions
26. To know & to act Relational Strategy to drive the commercial relation Segmentation to know Price Elasticity Churn (score) to prevent from possible departure Sensitivity to private sales Client Prescription Appeal Penetration Sensitivity to campaigns Appeal & risk Fashion Appeal Email / Internet Appeal Product renewal Appeal
27. The choice of proximity Accompany the customer in its relation with the chain with the aim to: Increase the penetration of chain Assist its loyalty pattern in the course of the time Monitor budget constraints (ROI, discounts) Through: Campaigns with coupons optimizing the usage of discount and R.O.I Development of qualitative relation based on advices, recommendations with respect to its profile and preferences (without discount) Using Emailing, S.M.S alerts – internet site – and occasionally mailing For example, the relational actions plan was covering the following steps: Newsletter, Special offers constantly individualized Alerts Birthday celebration Private shopper (by appointment) Private Web Space – appearing as the summary of the customer’s relations with the chain – History of purchases Collection of points (if any) Recommendations upon next purchases Invitation to events or collection shows Pre-set list of items to be checked in shop
29. A relation with the product Regular information and special offers: Best of : every month (without offer) Products renewal list in accordance with date of last purchase – focus on product – limited discount on specific items: Shirts Suits Tee shirt (before holidays) Cross selling (daily offer + ticket) Offers with discount on complementary offers to last purchases Information without discount on complementary products to last purchases Special offers on forecasted overstock => does help the management of possible overstock situation by issuing special offers at lower discount than standard SO
31. After a year, the activation brought… Rather low increase in the average basket (+3,3%) but a more significant one in average turnover (+ 16,2%) as the customer visited the chain more ofter Overall turnover of loyal customer grew by 43%
32. Make the C.R profitable A MUST Before, to develop the loyalty meant: Heavy investments without necessarily R.O.I measurement Choice in IT solutions without prior definition of the strategy Nowadays, one signe will : MAKE PROFITABLE, meaning: To develop the turnover and reduce the churn To drop the commercial costs and optimize the processes To achieve so, you need to : Know, Act and Measure
33. The efficiency at hand Where Share of profit Who Share of Mind How Share of Heart The more I buy, the more I get! Greatest effectiveness They know what I need! They take care of me!
34. And tomorrow, the engine of knowledge… The knowledge calls the knowledge which calls the steering: Knowledge of their customers is a major stake in commercial development “Quality" of their customers & the marketing campaigns become a growth driver of the turnover as well as an excellent means to pilot this last one This thirst of knowledge, relieved by a certain number of actors, tends to measure very exactly future acts disregarding the " behavioral noise " related to – this isn’t a science At last, sharing the information remains today difficult in many companies Reading different from the same figure Different sizes (formats) of reporting Difficulties to obtain or interpret results (profits) …
35. A context where access to information is getting faster,… really faster The emergence of cost effective and interactive channels engaged the industrialization of the customer relation. Even though, this need isn’t fully shared by any company because of: Cultural barriers R.O. I It runs ahead. And current blocking situations met in companies, are mainly due to difficulty for people, departments, teams to work together on a project that commits the company as a whole
36. Thank you for your attention I’m pleased to answer your questions