The document sheds light on the needs of today's consumers; the marketing paradox and consumer touch points. Communication through various channels.
The document also elaborates on the concept of Marketing as a bridge, Customer Experience Management and the Customer Analytics framework.
Latency, Need based marketing, Channel innovation and the optimization process is also mentioned in the document.
Intelligent retail business transformationKelvin Tai
“In the world of excess supply of goods, the customer has too much choice to choose from when they want to buy. Whether shopping for daily necessities or for fashion clothing, today’s empowered consumers are looking for clear and compelling differences among retailers. This challenges Retailer to develop a clear and compelling Branding Image and needs some measurable marketing tool to convert the store traffic into sales as well as they are able to proactively targeting their customer wants and needs to attract the return revisit.
Retailer should learn from Retail Bank which have started to build their “Card” system as their core competence from 80’s century. Prepaid Card solution would be the same “Card” weapons which are for Retailer to leverage. This book is to discuss why and how Retailer should use different type of prepaid card for different business needs.
Not doing content marketing? Where’ve you been? Creating and sharing valuable content helps brands stay relevant and meaningful. If you don’t use it to sell, and keep it authentic and high quality, content marketing can be a great way to build customer loyalty.
Interaction Bridges: Strategic Tool for Keeping Customer PromisesClearAction
How to overcome communication gaps with different personality types, to collectively meet customer commitments for great customer experience. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com
Make every customer conversation count: Power your 21st Century Sales Warrior to make an impact in every deal - with easy collaboration, agility and meaningful insight
Facilitated by Anna Maria Soriano of Constant Contact and Lisa Almeida, Certified Marketing Coach and Executive Director of MyHolisticVillage.com.
Topics covered include email marketing best practices, strategy tips for holistic business owners and the specific tools of Constant Contact and their value for relationship building in holistic business.
Intelligent retail business transformationKelvin Tai
“In the world of excess supply of goods, the customer has too much choice to choose from when they want to buy. Whether shopping for daily necessities or for fashion clothing, today’s empowered consumers are looking for clear and compelling differences among retailers. This challenges Retailer to develop a clear and compelling Branding Image and needs some measurable marketing tool to convert the store traffic into sales as well as they are able to proactively targeting their customer wants and needs to attract the return revisit.
Retailer should learn from Retail Bank which have started to build their “Card” system as their core competence from 80’s century. Prepaid Card solution would be the same “Card” weapons which are for Retailer to leverage. This book is to discuss why and how Retailer should use different type of prepaid card for different business needs.
Not doing content marketing? Where’ve you been? Creating and sharing valuable content helps brands stay relevant and meaningful. If you don’t use it to sell, and keep it authentic and high quality, content marketing can be a great way to build customer loyalty.
Interaction Bridges: Strategic Tool for Keeping Customer PromisesClearAction
How to overcome communication gaps with different personality types, to collectively meet customer commitments for great customer experience. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com
Make every customer conversation count: Power your 21st Century Sales Warrior to make an impact in every deal - with easy collaboration, agility and meaningful insight
Facilitated by Anna Maria Soriano of Constant Contact and Lisa Almeida, Certified Marketing Coach and Executive Director of MyHolisticVillage.com.
Topics covered include email marketing best practices, strategy tips for holistic business owners and the specific tools of Constant Contact and their value for relationship building in holistic business.
The customer-centric theory may, at first blush, seem a backwards approach to profitability. The focus is not on the customer's wallet, but the customer himself. Learn how successful businesses have increased share of wallet and generated fiscal growth by putting the individual customer's needs before the company's.
More CRM and Loyalty Marketing Resources
Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/
eBooks: http://www.customerinsightgroup.com/white-papers
Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops
Systematic New Loyalty Program Development: http://www.customerinsightgroup.com/systematic-new-loyalty-program
Pinterest: http://pinterest.com/engagekeepgrow/
Who is Customer Insight Group?
Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client work is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our team’s client experience includes: NHFA, Thomasville Furniture, The Maxim Group Carpet Franchise, Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, Monroe and Main, Swiss Colony, Midnight Velvet, MySwingle.com, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy Furniture Franchise, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Stein Mart, Tommy Hilfiger, Ulta, as well as various other leading companies.
With more than 45% of all customers accessing product information via web sites, mobile devices and social channels before ever entering a store, the role of the merchant must continue to evolve.
More than ever before, merchants must strive to reach shoppers on a personal level and customize the shopping experience within all shopping channels. Today’s high performance retailing solutions provide critical answers that will guide retailers towards profitable encounters with each shopper.
More than 70% of B2B purchase cycles are self-directed, trust-based, social — and invisible to vendors and suppliers. Buyers place more importance on the lifetime experience than the purchase, and they expect to realize value long before they purchase your solution. These days, it’s about the journey, not the ultimate purchase.
So how do you reach these 70% to influence their buying decisions – when they haven’t visited your site yet?
On December 6, 2011, Optify and Search Marketing hosted a free webcast on how to market along the buyer’s journey. The live webcast was led by Erez Barak, VP of Products and co-founder at Optify, and Christine Crandell, President of New Business Strategies, a marketing strategy consulting firm. Following the presentation, the speakers participated in a Q&A session gathered from the webinar attendees.
Watch the webcast to learn:
How to identify the stages of the Buyer’s Journey
How to align marketing and sales to the Buyer’s Journey
Why companies can accelerate their revenue cycle with this approach
The full recording and Q&A are available here -http://www.optify.net/webinars/marketing-along-the-buyers-journey/?preview=true&preview_id=28240&preview_nonce=07821c66ee
SellXL™ – a practical, high-energy, one-day workshop that helps professional salespeople better establish, maintain and leverage relationships at the executive level.
The route to an effective sales organisationmsavinson
The route to a successful sales organisation:
1. Successful organizations manage costs AND drive revenues.
a. Sales people have to be ever more effective, selling more with the same resources.
b. Recognise that the customer makes the decision to buy - the sales person facilitates the buying process.
c. Appropriate propositions to sell….supporting the strategy
2. Selling is a conversation between 2 people/organizations
a. Uncover issues that people are prepared to invest money in to solve
b. Confirm that you have a potential solution
c. Convince the customer that your solution is best
d. Agree what needs to happen for them to buy
e. Remember:
i. Simple and effective communications between the 2 parties
ii. Talking without listening is not a conversation
Customers pay to have someone solve their problem.
Clients do not care about your sales methodology. They care about having their issues addressed.
Sales methodologies should not complicate selling. They are there to help manage the sales process.
Effective sales people require:
Managers who coach; Processes that work, and;
Messages that add value
The customer-centric theory may, at first blush, seem a backwards approach to profitability. The focus is not on the customer's wallet, but the customer himself. Learn how successful businesses have increased share of wallet and generated fiscal growth by putting the individual customer's needs before the company's.
More CRM and Loyalty Marketing Resources
Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/
eBooks: http://www.customerinsightgroup.com/white-papers
Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops
Systematic New Loyalty Program Development: http://www.customerinsightgroup.com/systematic-new-loyalty-program
Pinterest: http://pinterest.com/engagekeepgrow/
Who is Customer Insight Group?
Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client work is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our team’s client experience includes: NHFA, Thomasville Furniture, The Maxim Group Carpet Franchise, Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, Monroe and Main, Swiss Colony, Midnight Velvet, MySwingle.com, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy Furniture Franchise, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Stein Mart, Tommy Hilfiger, Ulta, as well as various other leading companies.
With more than 45% of all customers accessing product information via web sites, mobile devices and social channels before ever entering a store, the role of the merchant must continue to evolve.
More than ever before, merchants must strive to reach shoppers on a personal level and customize the shopping experience within all shopping channels. Today’s high performance retailing solutions provide critical answers that will guide retailers towards profitable encounters with each shopper.
More than 70% of B2B purchase cycles are self-directed, trust-based, social — and invisible to vendors and suppliers. Buyers place more importance on the lifetime experience than the purchase, and they expect to realize value long before they purchase your solution. These days, it’s about the journey, not the ultimate purchase.
So how do you reach these 70% to influence their buying decisions – when they haven’t visited your site yet?
On December 6, 2011, Optify and Search Marketing hosted a free webcast on how to market along the buyer’s journey. The live webcast was led by Erez Barak, VP of Products and co-founder at Optify, and Christine Crandell, President of New Business Strategies, a marketing strategy consulting firm. Following the presentation, the speakers participated in a Q&A session gathered from the webinar attendees.
Watch the webcast to learn:
How to identify the stages of the Buyer’s Journey
How to align marketing and sales to the Buyer’s Journey
Why companies can accelerate their revenue cycle with this approach
The full recording and Q&A are available here -http://www.optify.net/webinars/marketing-along-the-buyers-journey/?preview=true&preview_id=28240&preview_nonce=07821c66ee
SellXL™ – a practical, high-energy, one-day workshop that helps professional salespeople better establish, maintain and leverage relationships at the executive level.
The route to an effective sales organisationmsavinson
The route to a successful sales organisation:
1. Successful organizations manage costs AND drive revenues.
a. Sales people have to be ever more effective, selling more with the same resources.
b. Recognise that the customer makes the decision to buy - the sales person facilitates the buying process.
c. Appropriate propositions to sell….supporting the strategy
2. Selling is a conversation between 2 people/organizations
a. Uncover issues that people are prepared to invest money in to solve
b. Confirm that you have a potential solution
c. Convince the customer that your solution is best
d. Agree what needs to happen for them to buy
e. Remember:
i. Simple and effective communications between the 2 parties
ii. Talking without listening is not a conversation
Customers pay to have someone solve their problem.
Clients do not care about your sales methodology. They care about having their issues addressed.
Sales methodologies should not complicate selling. They are there to help manage the sales process.
Effective sales people require:
Managers who coach; Processes that work, and;
Messages that add value
2017 will see the emergence of Machine Translation 2.0, and KantanNeural signals a giant step towards using cutting-edge technology to improve automated translation accuracy and increase productivity.
In this webinar, Tony provides an overview of KantanNeural and discuss how users can translate documents using NMT. He discusses how to evaluate the translation quality of the NMT engines with the new A/B testing feature on KantanLQR™. Dimitar briefly talks about the benefits of translating using Neural technology and the future development plans for NMT at KantanLabs.
YouTube: https://youtu.be/_2yIZxVqqmw
resource use conflicts and biodiversity conservation in jozani ecosystem, zan...IJEAB
Resource Conflicts are the major challenge to the responsible Institutions in the management and conservation of biodiversity in Zanzibar due to the existence of multiple and interactive reasons that lead to conflicts. This paper intends to reveal the less known current status of resource conflicts in the management of biodiversity in Jozani ecosystem, Zanzibar. The study employed descriptive survey research design of the causal comparative research design to collect data from 280 respondents which constitute the study population. Descriptive statistics such as percentages, mean, frequency, standard deviation and Pearson correlation were used for data analysis. The outcome of the study showed that there is significant relationship existed between resource conflicts and the management of biodiversity conservation in Jozani ecosystem. The study has implications for environmental policy makers. The study concludes by asserting that unemployment, poverty and scarcity of environmental resources are the major causes of conflict, therefore the call is directed to policy makers to strengthen efforts on resolving conflicts by establishing overall strategies such as establishment of participatory community-based approaches to natural resource management, conflict resolution capacity building measures among the stakeholders, amendment of Laws and expansion of employment to reduce direct relying on using natural resource assets for livelihood.
Trước đây, chúng ta mới chỉ biết đến dữ liệu có cấu trúc (structure data), ngày nay, với sự kết hợp của dữ liệu và internet, đã xuất hiện một dạng khác của dữ liệu - Big
data (dịch là “dữ liệu lớn”). Dữ liệu này có thể từ các nguồn như: hồ sơ hành chính,giao dịch điện tử, dòng trạng thái (status), chia sẻ hình ảnh, bình luận, nhắn tin...của chính
chúng ta, nói cách khác chúng là dữ liệu được sản sinh qua quá trình chia sẻ thông tin trực tuyến liên tục của người sử dụng. Để cung cấp cái nhìn tổng quan, chúng tôi xin giới thiệu tóm tắt những nét chính về dữ liệu lớn cũng như những cơ hội và thách thức mà dữ liệu lớn mang lại.
Database vs Data Warehouse: A Comparative ReviewHealth Catalyst
What are the differences between a database and a data warehouse? A database is any collection of data organized for storage, accessibility, and retrieval. A data warehouse is a type of database the integrates copies of transaction data from disparate source systems and provisions them for analytical use. The important distinction is that data warehouses are designed to handle analytics required for improving quality and costs in the new healthcare environment. A transactional database, like an EHR, doesn’t lend itself to analytics.
Recorded webinar from Sales Benchmark Index: Designing organizational models for inside sales. Links, downloads and registration for future presentations are included.
This presentation is to de-mystify customer relationship management or what is called as CRM. You can also write to me on vinayak.pai@relationext.com if you have any queries on this presentation. Your feedback will help in improving this presentation so please do contribute.
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
Buying cycles are getting longer and today’s empowered customer is in the driver’s seat. Marketers struggle to deliver the right message to the right audience at the right moment. With 70% of brand interactions taking place before the buyer reaches out, marketers must establish a brand ecosystem that encompasses the extended buying cycle.
Webmarketing123 CEO Paul Taylor and Forrester Analyst, Michael Greene discuss how to:
• Align marketing tactics across your entire brand ecosystem
• Close the loop on your measurement to optimize budgets
• Identify and avoid wasting media dollars due to poor measurement
• Set up a measurement framework for each marketing channel
• Overcome implementation challenges
Achieving Dialogue In The Age Of The Omni-Channel CustomerG3 Communications
"Blast" marketing strategies of the past are no longer sufficient to engage today's customers and foster loyalty. Typical campaign response rates have plummeted while customer opt-out rates have ascended, limiting your ability to converse with even your most valuable customers. New automated dialogue strategies can help retailers create a seamless experience across all channels and engage with each of their customers as individuals, connecting every customer communication - outbound, inbound, marketing, sales or service - into an ongoing dialogue where customer insight and understanding forms the basis for each and every interaction.
Modern B2B marketing techniques using advanced marketing automation features and processes. Presented by Will Schnabel at the DiViA forum in Helsinki on January 13, 2011.
Kneebone financial services presentation Kneebone Inc.
Marketing Performance Management Presentation for financial services industry. Drive new accounts by increasing your marketing effectiveness. Kneebone is a cross marketing performance software platform.
Interactive Marketing – Being Relevant to your CustomerIBM Sverige
How can you be relevant to each an every customer and prospect and respond to their needs in today's multi-channel world? We explore how leading brands across Europe are delivering this highly personalised experience to drive revenues, profits and greater customer experience.
Vladimir Mosewicz, EMM Subject Matter Expert, IBM Europe
Data De-duplication and Unified View Creation with CC SingleViewCustomer Centria
CC Singleview - a powerful data preparation software that helps marketers gain a holistic
view of their customers while allowing them to transform large amounts of data into
cost-effective, highly targeted and marketable data with minimal IT intervention.
This factsheet takes you through the journey of discovering the customer within your data.
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.
The finale of our series features the growing challenge of dealing with a multi-channel response interface, and how to streamline the data landing on your plate from various sources.
The national debate over Foreign Direct Investment (FDI) in retail in India is heating up with each passing
day. Even as opposing views clash from different centers of the society, FDI in retail is no doubt a matter of
contemplation, and cannot be rejected without a fair amount of thinking and reasoning. While the decision
makers battle it out on FDI in retail, this document presents a bird's eye view of the proposed move, and what it means for the consumers, marketers, suppliers and the country.
QR Codes: Transforming Consumer-Brand InteractionsCustomer Centria
Reaching a consumer has never been easier for companies – they have tried placing a huge hoarding in the sky, spend crores on a TVC, and invested considerable time, energy and money to take its brand to the remotest corners of the world. And then the wave of social media revolutionised consumer-brand interaction. And today we are not even talking, we just scan and click...Quick Response (QR) code is the word! The marketing circles have started embracing this technology with lot of zest and enthusiasm. Some experts still wait for every chance to write it off as a passing fad, even as the technology is being picked up rapidly by companies globally to send a message to the consumer. The crucial question – are QR codes an emerging trend to stay alive for some decades, or will they be gone by this time next year? If the recent developments, innovations and results QR Codes have shown are anything to go by, be rest assured well be scanning at least 10 times more QR codes by this time next year.
Social Media Evolution: Impact of new Facebook on MarketersCustomer Centria
Most marketers were trying to learn and leverage on the 5th largest economy in the world – Facebook, only to realise that the rules of engagement recently changed and how fast!
So, What does Facebook’s bold and radical list of changes spell for marketers and corporates?
Goodbye to all the “digital agencies” who built their business on buying facebook fans. Its no longer How much- its only about HOW?
Videocon Mobile Services: Unleashing the power of Unica Campaign ManagementCustomer Centria
This document gives an introduction to Unica; benefits of Unica. Modules that can be added; challenges while deployment. Unica architecture design; best practices that could be adopted. It also explains how to leverage Unica for businesses; Integration with other channels and overall value addition.
Relationships and experiences are no longer virtual but due to the Social World they have become Real. Circles of Relationship (ask google +) have become tighter and one’s manifestation in the Social World is no longer a login ID but it is the portrayal of oneself. In fact, we stand at a turning point where the virtual world is no longer an extension of the brick and mortar world, but entities from the virtual world will soon be occupying physical space of the real world.
Next Generation Internet Marketing-Transformational Customer ExperienceCustomer Centria
With the rapid evolution of technology, the virtual world will soon become indistinguishable from the real one, with virtual experiences gaining equal importance. The presentation expounds that it is imperative for companies to create pleasant and engaging virtual experiences for the consumers, in order to create a bond with them.
The financial meltdown of 2008 led to millions of customers losing faith in the banking system. The article gives a deep insight into how Indian banks can harness social media - use it to rebuild this lost trust, while creating an interactive and enriching customer experience.
In today's world of ever-changing consumer tastes and preferences, retailers need to keep up and cater to changing trends. The presentation talks about using technology for interactive marketing, analyzing consumer behaviour, and transforming-customer experiences.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
5. Its’ a Fan
It’s a
wall
Its’ a
Spear
Its’ a
Rope
Its’ a
Tree
6. What does the customer need?
Credit Card
Discount
Offers
Insurance
Trade
Finance
Home
Loan
7. The Marketing Paradox
“The very things • Statement stuffers
that marketers are • Junk mail
doing to build • Pop-up ads
relationships with • And…
customers are
often the things
that are destroying
those
relationships.”
Harvard Business Review
January, 1998
8. Customer Touchpoints
Customer today is value hunting across multiple channels!
Website Call Centers
POS Customer Mobile
Buying
E-Mail
9. Channel Communication
Confidence among consumers for marketing communications
across media
Title in here
87%
Word Of Mouth
Newspapers 77%
Online Opinions 73%
Brand Websites 72%
Television 65%
Magazines & Radio 64%
41%
Search Engine Ads
Online Banner Ads, Mobile Ads 29%
Source : AC Nielsen
10. Expectations Hype
There is a huge gap between the Customer’s expectations and the actual fulfillment
Plan &
Sell
Identify and communicate with the
Plan&Sell right target audience
Carry out the actual fulfillment
Execute
Analyze
Execute
Success
Analyze Measure the results and determine
Success success
12. Marketing as a Bridge
With EMM
CEO CFO The earlier complaints :
- Marketing not aligned with CFO concerns
- Not tracking the right metrics
- Not Playing a role in critical strategy
Now :
- More closely aligned with Cash flow drivers
- Tactical as well as Strategic function
Speak the language of finance
Title in
here
13. Typical Customer View
Mr Jain
Mr Jain is an
attractive target
Married, 2 children,
Marketing for home loans Marketing
Joint family
Mr Jain
No problem of re-payment is a good customer
Collections Collections
of 2-wheeler loan
Mr Jain is a hot lead
Call Mr.Jain called up thrice last for a personal loan Call
Center Month for loan against home Center
Mr.Jain may be moving
Mr.Jain’s 2-wheeler is co.
On to a new job
Risk Financed and there is a Risk
Fore-closure request
Is Mr Jain a potential customer? Is he safe?
14. Need of the hour
Alignment!
Future
Vision
Historical Strategy
Performance
15. Customer Experience Management
Optimization
Experience Offer Management
Service Management
Management
Response
Management
Age of Consumerism!!!
16. One Integrated Customer View
Mr Jain
Event Treatment
Marketing
Married, 2 children,
Marketing Joint family
Mr.Jain has
possibly
Married, 2 children, lost/changed his Collections
No problem of re-payment Joint family, No job and we need
Collections of 2-wheeler loan Problem on repayment to validate his
Of 2 wheeler loan. employment
Enquiring for loan
Mr.Jain called up thrice last
status and credit Call
Against home and
Call Month for loan against home worthiness before Center
There is a foreclosure
Center proceeding with
Request on 2 wheeler
Loan. any new business
Mr.Jain’s 2-wheeler is co. with him.
Risk Financed and there is a Risk
Fore-closure request
Financial
Department
Consolidation Closed Loop
Learning
17. Customer Analytics Framework
Customer
Segmentatio
n
Propensit
Response y Models
Capture
Customer
Analytics
Single
Use of Customer
EMM Tool View
18. Imagine a full stadium with 70,000 people
Which of those people are open to buy NOW ?
Suppose that it is only 0.2%
TIMING RELEVANCE SPEED
(which means 140)
Who are those 140 people? (timing)
What do they want to buy? (relevance)
How much time do you have left to sell? (speed)
19. Latency / Need based Marketing
• While the CSR is still talking/listening to the
customer
• While the customer is still using the ATM
• While the web page is still in front of the
Business event customer
• Speed of Response = Higher Revenue
Data
latency Data captured
Value
Analysis
Intelligence delivered
latency
Decision Action
latency taken
Point-of-Sale Call Center
Action time
Source: Bolder Technology
20. Channel Innovation – ATM Insufficient Funds
• EBM Campaign Overview
– Identify customers who are
using ATM for cash • Success Criteria
withdrawals but having
insufficient funds in their – Customer Accepting PL
savings accounts
• Benefit
– These customers will have be
offered personal loan to
manage and plan their finance
– Customer can enjoy different
pricing according to their Low High
behavior score Customer Need
Low High
– Higher cross sell ratio Potential ROI
Low High
• Offer Strategic Value
– ICICI bank will offer a personal Ease of Execution
Harder
P
Easier
loan to the customer Longer Quicker
Time Sensitivity
• Preferred Channels Harder Easier
– Outbound calling - PL Measured Easily
Longer Quicker
– DM & SMS – PL Measured Quickly
21. Where we want to be…..
Strategic Customer Insight Seamless Execution
Channels Segments
Source Data Leads/ Offers
Reports & Analytics
Enterprise Data
Web
Loans Warehouse
Purchase Profitability Segmentation
Modeling Call
Social
Center Butterfly
Cross Sell
Multi-Channel Campaign Automation
Email
Liabilities Campaigns
Mailer
Query Campaign Campaign
Design Automation High Flyers
Investment Agent or
s Account
Event-Driven Marketing Manager
Credit Real Time Enterprise
Cards Events Rules SMS
Traditionalists
Responses
23. Optimization Process
Generate, Best Leads Frequency, Max # Leads Process Deliver to
Prioritize, and Across Recency, & Per Cycle By Channel Channel
Dedup Leads Communications Preference Total Comm
Marketing
Priority #1
High Value
Communications
Call Center Customers
Call Centre
Execute Channel Rule
Priority #2 Database
Channel
Capacity = 6
Low Value
Priority #3 Customers
Email
Priority #4
Electronic
Channels
Database
Segment Channel Responses
Plans
Prioritize
Dedup Across Max # Channel
W/Comm Comm Limiting Leads Capacity
Unrealized Opportunities
Data Warehouse
24. Optimization Effect
OFFERS CHANNELS CUSTOMERS
X X
Optimising Contacts
“Thousands” “Multiples” “Millions”
CONSTRAINTS
Product Targets Channel Capacity Customer Fatigue
Product Budgets Min mail Volume Preferences
Optimisation mathematically determines…..
The Best Offer & The Best Channel to Maximise the ROI of all campaigns
25. EBM :Turn the conventional model on its head
Triggers
Simplistic Transactional Changes
involving update of Single Field
High INR 50 K Deposit
Secondary Events
Business Value
Triggers coupled with additional
rules to determine significance to
the individual
Significant Deposit, Deposit is 2*
average
Patterns
Patterns
Secondary Events Combination of multiple triggers &
Secondary events occurring in
Low Triggers sequence over a period of time
Change in Employment.
Simple Complex INR 50K was redundancy, Salary
Event Complexity stopped.
Regular payments received from
new employer 4 weeks later