Floris Regouin discusses Samsung's approach to customer engagement and innovation. Samsung implemented a clear CRM strategy to get, keep, and grow customers through a centralized database and continuous enrichment. They engage customers across touchpoints like mobile, print, websites and more. Samsung also tests innovative campaigns using historic customer data to optimize relevance and stimulate purchases. Their efforts have led to over 300 million emails delivered with low opt-outs and engagement of over 240,000 people. Regouin advocates starting with a vision, breaking it down, and continuously testing and innovating engagement strategies.

1. Floris Regouin, Head of Digital Marketing & eCommerce, Samsung Benelux
Innovation
in
Customer Engagement

4. Meaningful progress

6. No more barriers.

7. Saturation.

8. All about you.

9. Information abundance.

10. On every screen.

11. With a flick of a switch.

12. Directly with us.

13. @

14. 1971

15. verb
‘to involve (a person or his
attention) intensely’
engage

16. T H R O U G H A M U T U A L R E L A T I O N S H I P

17. Build loyalty around the
brand
We needed a clear CRM strategy: Get – Keep - Grow
DB
Welcome
Touch points
Relevant messages
Customer Life Cycles
Product Life Cycles
Database
Cross sell
Print Website Mobile Community Store CallcenterE-mail
Activation Retention
Galaxy S5 Galaxy S6 TV (7, 8, 9) Tab S S-UHD TV
Campaign
A
Campaign
B
Campaign
Y
Campaign
Z
Social Media WebshopService Desk
Reactivation Win back…
Mobiledata
DB DB
DB
external
data sources
for enrichment
Integrate CRM with all
touch points
Engage continuously
Build loyalty around the
product
One central database,
continously enriched
New innovative campaigns
using historic data

18. Leading the way for Europe into new innovative ways of engagement
in 1 year
for 14 countries
in 15 languages
through 500
campaigns&
projects
over 300.000.000 emails delivered
with very low opt-outs

19. Next best action plan to optimize relevance and stimulate purchase

20. AnnounceTease Amplify Delight
And this is what it looks like
28,6 k
pre-registrations
Mail 1
Welcome
Mail 2
Point Out
Mail 3
Assist
Mail 4
Supplement
Mail 5
Enquire
PURCHASE
UNPACKED
Pre-order
NOW!
Now
IN STORE
TEASER 2TEASER 1

21. 3.
NOTE 4 PUSH
MESSAGE
14 October
1.
MONTHLY
NEWSLETTER
7 October
2.
NOTE 4
PRE-ORDER
10 October
4.
MONTHLY
NEWSLETTER
17 October
Source: Forrester / Adformatie

27. While we enriched household data and introduced
our product within a relevant context.
Engagement was high.
Over 240.000
people were reached

30. 1 2
3 4

32. While we increased our total numbers of opt-ins and
enriched our database identifying new opportunities.
XXXXX
completed the test

33. Make people aware that having an old fridge equals a waste of energy and
money, while enriching our database to increase relevance in communication

35. ‘How old is your fridge?’
1
‘You could save X’
2
+3 days: Follow up e-mails
7-15 years+ 0-6 years
3
VERSION 2
‘your fridge is okay,
we give you extra tips
and check our Smart
Home products’
VERSION 1
‘you could save energy,
here is an offer for a
new fridge’

36. 8,3 60%
Years old on
average
Owns 7+ year
old fridge
44k
Profiles
enriched

39. Food Travel Lifestyle
Culture Good Home
Technology & innovation Technology & innovation Technology & innovation
Technology & innovation Technology & innovation Technology & innovation

40. Quick recap: how to start innovating your own customer engagement
GET
BUILD UP YOUR
DATABASE AND KNOWLEDGE
KEEP
STRENGHTEN THE RELATION AT
EVERY INTERACTION
GROW
AIM FOR AND INCREASE THE
CONSUMER LIFETIME VALUE
INTEGRATE
LOOK THROUGH
THE EYES OF THE CONSUMER
KEEP TESTING &
START INNOVATING
TEST TO LEARN WHAT IS WORKING
AND WHAT IS NOT, COOPERATIVELY
EXPAND & NEVER GIVE UP
CHALLENGE YOURSELF, YOUR
TEAM AND YOUR AGENCIES

41. Start with the end in mind
(Steven Covey)…
{Digital Leadership}
…then break it down and sit
on top (Floris Regouin)