How do you collect data? How do you personalize your customer relationship in a scalable way? How should your website interact with others? Having a well performing eCRM is key to achieve profitability, decrease spending on online marketing, and simplify your customer service tasks. This case study will cover: Data collection through customers touchpoints CRM objectives and KPIs definition Interactions with third party tools Data in action for mass customization Monitoring with dedicated dashboards

2. Case study cover
• Data collection through customers
touch points
• CRM objectives and KPIs definition
• Interactions with third party tools
• Data in action for mass
customization
• Monitoring with dedicated
dashboards
Introduction > Analysis > The CRM > Dashboard > The results

3. • From a classic trading model (2007) to an
innovative eCommerce (2013)
• 3 teams:
– Logistics and customer service
– Product
– Digital
• Operating 2 eCommerces:
– Adomsante on Healthcare
– Natineo on Childcare
Introduction > Analysis > The CRM > Dashboard > The results
Introduction Fond Light

4. • Website launched in December
2012
– Dedicated to B2C childcare market
– Own Brand (40% of the product range)
– Target parents of babies 0 to 4 years old
• First marketing operations – January
2013
– Traffic ramped up
– Strong customer acquisition
– Acceptable KPIs in terms of ROI and
CoCa
Introduction > Analysis > The CRM > Dashboard > The results
Introduction Natineo

6. • Initial situation
– No CRM, just several
tools working
independently
– No exploitation of the
customer database
– Only new customers
acquisition
led to
1. Decrease of ROI
2. Very little customer
loyalty
Introduction > Analysis > The CRM > Dashboard > The results
The CRM infernal affair (1/2)

7. • 3 questions that need answers
– Where is the data coming from ?
– How to keep data up to date ?
– How to use the data ?
• The challenge for the implementation
– Minimum cost
– Maximize usage of internal resources
– Generate adoption for employees
– Knowledge management
Introduction > Analysis > The CRM > Dashboard > The results
The CRM infernal affair (2/2)

8. Touch points summary

9. • Where is the data coming from ?
– Website
– Survey
– Forum
– Social Media
– Customer service
– Phone
– Email
• What data your ecommerce is collecting ?
– Analysis of the web forms
• How do you collect the data ?
– Define the required data for the purchase
– Define the required data for your CRM / loyalty program
– And for your marketing action
Introduction > Analysis > The CRM > Dashboard > The results
Data Collection – Find the
source

10. • How long the accuracy last ?
Pregnant women => fast changing community
• CRM must support operations of data qualification
• Examples
– Lucky Draw
– Father’s day event
– Loyalty program
Introduction > Analysis > The CRM > Dashboard > The results
Acquiring data and data
qualification

11. • What do you want to use your CRM for ?
– Objectives for Natineo
• Enhance customer loyalty
• Maximize efficiency of customer service
• Increase ROI and maintain low acquisition cost
• Unify process and analytics
Define your KPIs for better monitoring and
improvement
• Global KPIs for Natineo
ROI
Turn over from returning customer
• KPIs per channel
Example for EDM:
Open rate
Turn over generated per campaign
Introduction > Analysis > The CRM > Dashboard > The results
KPIs and objectives

12. • CRM Strategy
– Focus on customer service
– Develop customer loyalty based on the children
• How-to
– Intensive use of third-party tools
– Consolidate the data on our database
– 2 keywords: API and data feed
Integration with third-party
1. Do not redevelop what others are
doing especially when they are doing it
better
2. Save cost and time
Get back the data
1. Allows more flexibility
2. One place for all statistics
Introduction > Analysis > The CRM > Dashboard > The results
CRM – The idea

20. • The importance of having a scalable model
What you can do for 1 customer, you should
be able to do it for N customers
• Data feed and APIs
– Automatic customization
– Let the specialist do the hard work for you
– Focus on your business
• Example: the autoresponders
Introduction > Analysis > The CRM > Dashboard > The results
Data in action for mass
customization

21. • Example of Auto
responders
1. Analyze the
shopping cart
2. Push the products
automatically

22. • Two objectives
– Refresh data
– Get new data
(customer
demographics…)
• Examples
– Product survey after
product purchase
– Lucky draw
Introduction > Analysis > The CRM > Dashboard > The results
Example of database
(re?)qualification

24. Two types of dashboard
• Business level
– Directly in the CMS
– Custom KPIs
– Own the data, show the
trends
• Operational level
– Most of the time provided
by the third-party tools
– Dashboards with metrics
from the dedicated service
Introduction > Analysis > The CRM > Dashboard > The results
Monitoring with dedicated
dashboards

25. • The API world
=> Gather sales from multiple profit centers
• Where are your customers coming from ?
– Know your most efficient channels
– Monitor profit and ROI
– Unify customers data
=> Need a dashboard to monitor all the sales,
regardless their sources
Introduction > Analysis > The CRM > Dashboard > The results
Example of dashboards:
The market places

27. Social media integration
Use Facebook connect and Open Graph
Gamification of the loyalty program
Monitor customers actions
Increase engagement rate
Management of B2B quotations
Develop another side of the business
Introduction > Analysis > The CRM > Dashboard > The results
The next steps