Why CRM should not be considered as a cross operational tool, but as a core businness strategy. How to unleash the digital quotient of your marketing and sales team. Identifying and benefiting from opportunities and risks Efficient software = efficient customer relationship management? The role of chat bots: the end of customer service?

1. Driving the Internet of
Marketing and Digitalization
Maximum ROI
with customer management 2.0
Implementing a successful CRM system integration
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella

2. Interoperability
The end of
customer
service?!
2025
SaaS
Acronymous
CRM
Cloud-based CRM!
Artificial
Intelligence!
& customer
service!1980s
Digital
Rolodexes
Database
Marketing
2000
CRM SYSTEMS: A BRIEF HISTORY
1995
2010 1995/99
Social CRM
2005
2007 2015
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
Age of
customer
Age of
distribution
Age of
information

3. Customer eXperience is today’s
business benchmark.
“Customer Experience is the last source of sustainaible
differentiation and the new competitive battleground.”
(T. Bova, Gartner)
Is it the end of branding and marketing? No.
A strong brand strategy must guide the CX.
The Brand is the reason to choose, the company identity, its
uniqueness. Marketing is the voice of the brand both in and outside
of the organization.
CX role is to implement the brand promise.
TRANSPARENCY
IMMEDIACY
CONTEXT
ON DEMAND
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella

4. THE MANTRA :
“Build, measure and learn.”
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
THE BUSINESS MODEL IS
DEEPLY INTEGRATED WITH
USERS’ RELATIONSHIP
MANAGEMENT.
THE CUSTOMERS’
RELATIONSHIP IS
MAINLY PRODUCT
CENTRIC.

5. EXPATGENIUS: EARLY-STAGE MARKETPLACE
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella

6. London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
EXPATGENIUS: EARLY-STAGE MARKETPLACE

7. London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
DO WE REALLY NEED A CRM?
We do have an advanced CMS!
Account record
Social presence
verification
Sales potential
& prospects
Segmentation for
marketing campaign
and automation
Integrated
analytics &
tracking
Historical view
Partnerships
potential
Team
collaboration
tool

8. CRM: BEYOND SALES
USERS MANAGEMENT0
2
4
6
8
10
12
PRIORITIES
Build relationship with users
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella

9. FRAGMENTATION:
Each Region/country slightly different implementation
SILOED :
Sales and CSR involved. Marketing not involved.
CENTRALIZED:
Frequent escalation, slow reactivity
UNDER USED:
Sales reps not perceiving the value
WRONG DATA:
Data not updated, poorly collected
HEAVILY
CUSTOMIZATION:
Each country/brand implemented different features
(custom objects)
NOT HARMONIZED:
KPIs:
Not possible standard KPIs due to different
implementations
THE CHALLENGES, AT A FIRST GLANCE
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella

10. 1 CRM as key tool within a Integrated Digital Strategy!
2 Employee engagement: usability&perceived value!
3 Governance: from centralized to Hub&spoke!
4 CRM 2.0: from Company centric to Consumer
centric approach!
FROM CRM1.0 TO CRM 2.0
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella

11. New customer acquisi9on.
Up-selling/cross-selling
GROWTH
Recurrent Orders
Promo sales
Up-selling/
cross-selling
RETAIN
Loyalty programs
(Repanet, Fivestar etc)
RETAIN
Complains and claims
Customer
care
SUPPORT
SUPPORT
Distribu9on
POD, end customer
(powder)
DELIVER
eOrdering
eCommerce
eLearning
BUY & LEARN
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella

12. EMPLOYEE ENGAGEMENT
Why should I spend my time
on DATA INPUT
When I do know my customer
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
37% 43% 72%
THINK CRM
IS NOT
USEFUL
USE HALF
OF CRM
FEATURES
THINK CRM IS
DIFFICULT
TO USE
since years?

13. 9
3
1
4
12
10
15
16
6
5
11
8
Ease of Execution
“Must
Haves”
“Low
Hanging
Fruit”
“Lower Value
and Harder to
Implement”
“Quick
Hits”
1. Mobile Application
2. Account and Territory Planning
3. Route Planning
4. Content Management and
Sales Enablement
5. Simplify Call Report process
6. Opportunity to Quote/Offer
solution
7. Collaboration through Chatter
8. Case with SLAs
9. Integration with MS Outlook
10. Sales reviews with
Dashboards
11. Customer Story Tool
12. Lead Mgmt and Scoring
13. Customer on-boarding
14. Simplify Pricing model
15. Simplify Credit and Debit
notes
16. Simplify Lab work requests
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
BusinessValue
SALES REP. PAIN POINTS
SOLUTIONS VALUE MAP

14. 0
2
4
6
8
10
12
0
2
4
6
8
10
12
SIMPLICITY
TEAM
COLLABORATION
MOBILITY
CONTENT
MANAGEMENT
CAMPAIGN MNGT.
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
DIFFERENT STAGES, SIMILAR PRIORITIES

15. London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
Continuous process of
simplification
Rewarding system,
advancement opportunities
Development Training based
on personal strengths
2
1
3

16. STORYTELLING or COTENT MARKETING doesn’t
mean telling stories.
Content shared must be true and autethic
WHO IMPLEMENTS
DEVELOP&EXECUTE
STRATEGIES
TEAMS WORKSHOPS
COMPLEXITY AWARE
VALIDATION/TESTING
USERS NEEDS FIRST
UX/UI CONSIDERED
STRATEGY PART OF
LINE MANAGEMENT
SMALL RISK-TAKING
CREATE PURPOSE
FLAT ORGANIZATION
REWARD&FUN
NO HIPPO
DECISIONS
LEARN TO MEASURE
AGILE PROJECT MGT.
THEORETICAL
LENGHTLY
WATERFALL
IMPLEMENTATION
LEARNING AT
EXECUTION
SEPARATION
DESIGN/
EXECUTION
SILOS ORGANIZATION
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
Top-down
Strategy
Lean Strategy
Execution
TOWARDS A LEAN STRATEGY

17. CRM 1.0 & CUSTOMER SUPPORT
POSITIVE:
all claims on CRM
Granularity. Sales-
CSR-product
teams involved
CHALLENGES:
Traditional channels only
Many steps to solve issues
Frequent escalation
Mktg team not involved
Recognise CS critical role
customer
Call center/
sales rep.
Key user
Global
Service desk
L2 Support
team
Identify
Issues
Raise
Ticket
Assess Impact
Resolve tickets
Decide escalation
Assigns Ticket to
L2 support team
Global
Core Team
Impact
assessment
Prioritization
Global
Communications
Release schedule
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella

18. GOVERNANCE: MOVE TO HUB&SPOKE
DECENTRALIZED CENTRALIZED HUB and SPOKE
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella

19. DIGITAL DARWINISM
To be competitive in the Digital
Darwinism era is a MUST to
change the HOW TO .
“
”
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella

20. DIGITAL DARWINISM
To be competitive in the Digital
Darwinism era is a must to change
the HOW TO
“
”
MARKETING, CSR, IT AND SALES WORK TOGETHER.
CRM integrated with Marketing automation tools, ERP,
brand websites, eCommerce and their analytics.
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
CRM integrated with Marketing automation tools, ERP,
brand websites, eCommerce and their analytics.
MARKETING, CSR, IT, SALES: TOGETHER

21. London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
customer
employee
partner
Channel Offline- in person mee8ng
Channel indirect- email, contact form, survey, NPS
Channel – call centre, phone calls, SMS
LEGACY
SISTEMS
ERP
DATA
WAREHOUSE
PARTNERS
SISTEMS
SALES
MARKETING
CS
CRM 1.0

22. TOWARDS A CRM 2.0
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
WHO
WHAT
WHEN
HOW LONG
SATISFACTION
CONTEXT
INTENT
GEOLOCATION
SOCIAL INFORMATION
SOCIAL SHARING
RANKING &REVIEWS
MOBILE
MICROMOMENTS
LISTENING

23. Digital channels and data: social media. Ecommerce, mobile
Channel Offline- in person mee8ng
Channel indirect- email, contact form, survey, NPS
Channel – call centre, phone calls, SMS
LEGACY
SISTEMS
ERP
DATA
WAREHOUSE
APIs
partner
SALES
MARKETING
customer
CS
CRM 2.0!
employee
FEEDBACK
communities
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella

24. DON’T USE
AUTOMATION FOR
PERSONALISED
CUSTOMER
INTERACTIONS
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
“A customer
experience is defined
by the customer, for
the customer, at each
touchpoint, each time.”
E. Kolsky
THE CONVERSATIONAL ECONOMY
Messaging applications
Voice-controlled computing
Bots and services within apps

25. London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
46%
40%
33%
31%
31%
27%
21%
Sites don’t provide details like address and open hours
Can’t get immediate answers to simple questions
Poor quality contact facilities
Confusing website navigation
Finding services takes too long
Questions not answered in hours
Not accessible via mobile
46%
40%
33%
26%
24%
24%
19%
Quick
emergency
answers
Forwarding to
appropriate
human
Buy basic
items
Complaint
resolution
Mailing
List
Booking
Pay
bills
Preditced
uses for
Chat bots
Econsultancy 2016
FRUSTRATIONS WITH ONLINE SERVICES

26. Used 115.000 times
in the first month
+40% questions overnight
+250% YoY
avg. 5 questions/ minute
Peak days:
13 questions/ minute
1 questions
every 5 seconds
CUSTOMER CARE&CHAT BOTS
Launched July 2015
London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
BOOKING
CHECK IN
BOARDING PASS

27. London, June 19 th - 21st 2016
LUISELLA GIANI | @luisella
May March
April June
BUILD:
Released BOT
framework
F8: Opened up
Messenger
platform
I/O announced Allo
messenger and voice-
enabled home speaker
Alexa accessible
via brower
Prize for Bot
developers
WWDC: opened up
iMessage to 3d party
and announced Siri
SDK
By 2020 the customer will manage 85%
of its relationship with an enterprise
without interacting with a human.
Gartner
“
”

28. April 14- 15, 2016 |#TLG | @ThoughtLeaderGl | @luisella
luisella.giani@gmail.com!@luisella linkedin.com/in/luisellagiani
Luisella Giani!