chapter 11 - Moving from traditional to digital 4.0

3. Helps improve
engagements by
driving the right
sets of customer
behavior
To engage
customer in
conversations and
provide solutions
To enhance the
digital customer
experience
Mobile Apps, Social
CRM, and Gamification
are three essentially
popular techniques that
have been proven to
increase engagement in
the digital era…

4. Do you know???
70%of the global population will own smartphones by 2020.
Ericson Mobility Report
80%of mobile data traffic will come from smartphones.
Average American check their phones around 46xa day
Deloitte
The power of Mobile Apps in enhancing digital experience…
United kingdom and United States found that smartphone users prefer self-
service apps to service help desks…
Alcatel-Lucent in Brazil and Japan

5. Top 100 global brands use mobile apps to engage with their customer…
The power of Mobile Apps in enhancing digital experience…
Mobile apps can be
launched as media for
content (e.g., videos
and games)
Mobile apps can be
launched as self-
service channels
through which
customers access their
account information
make transactions
Mobile apps can be
integrated into the
core product or
experience

6. Therefore, there is a need to use a mobile apps to reach out to and engage customer…
• Determine the use
cases
Step 1
•Design the key
functionalities and
the User Interface
Step 2
•Develop the back -
end Integration
Step 3

7. How can Social CRM provide solutions…
Do you know???
65% of American adults used social media in 2015 up for only 7 in 2005
Pew Research
31% of worldwide population or 2.3 billion are social media users in 2016…
We are social
90% of customers would actually recommend brands after interaction with them on
social media
UK’s internet Advertising Bureau
Customers who experience positive social customer care are nearly 3xmore likely to
become advocates
NM Incite
With these regard, Social CRM – the use of social media to manage brand interactions with the
customers and build long-term relationship-will be an essential tool for customer engagement…

8. Social CRM Traditional CRM
Customer - driven Company - driven
Customer initiate the communications
inbound inquiries through social media
Companies dictate the communications
with customers using outbound channels
that they prefer, such as email and call
centers
conversational One – way and cyclical
How can Social CRM provide solutions…

9. Listen to the voice of
the customer
Involve brands in
general conversations
Handle complaints
potentially led to
brand crises
How can Social CRM provide solutions…

10. @nike.com
@nikesupport.com
Differentiation…
Involves resolving issues…
Involves delivering brand
messages and content through
social media
Social Media Marketing and Social CRM
coexist, they can either be integrated or
segregated, with each option having its own
pros and cons…

11. Sometimes, however its social media sentiments can be overly negative in times of crises,
what do you do for example if ordering system has gone down???
•Build Sense-and-Respond
Capabilities
Step 1
•Develop and empower
Social CRM agents who can
properly represent the brand
with a high level of empathy
Step 2 •Leverage community
Involvement
Step 3

12. How to drive desired Behavior with GAMIFICATION…

13. Why Gamification is the
ultimate tool for
engagement ???
Gamification takes
advantage of human
desires to achieved
higher goals and to be
recognized for their
achievements. Some are
motivated by rewards
and some are motivated
by self actualization.
Gamification is a smart way to collect customer data, both transactional and non-transactional, that are useful for
customization and personalization. Big data analytics also allow them to understand customer behavior and patterns
that are useful for marketing automation. (e.g.,personalized selling, cross & up-selling)

14. • Define the objective in
terms of customer actions
that they want to trigger
with the gamification
Step 1
•Define customer
enrollment and tiering
Step 2
•Determine Recognition
and rewards
Step 3

15. Step 1
Step 2
•Determine
Recognition and
rewards
Step 3

16. There are three popular techniques that has proven and tested, to increase engagement in
this new digital economy, these are Mobile Apps, Social Marketing, and Gamificatio, that has
each own role and contribution in enhancing customer engagement…
Enhance
customer
experience
Enhance
customer
conversatio
ns and
provide
solution
To drive the
right sets of
customer
behavior
Marketers now a days needs a lot of different styles or tactics on
how to drive customer from purchase towards the ultimate goal of
becoming an advocate…

20. enjoyment
experience
engagemenCompanies and brands
that focus on product
superiority
Companies that push further
to deliver compelling
customer experience on top
of product and services
Companies that designs life-
transforming personalization on top
of the customer experience that
addresses individual customer’s
anxieties and desires