Op 10 april presenteerde Samsung haar smartphone S5. De lancering van deze slimme S5 was ook de rode draad van de case die Samsung liet zien. De case ging over de customer journey die is ingericht voor de lancering van deze nieuwe smartphone. Bovenal was het interessant om te horen hoe de Samsung S5 dé ingang is voor vele klantjourney’s binnen Samsung’s connecting devices, zoals slimme wasmachines, TV’s, koelkasten etc.. En hoe organiseer je dat binnen een internationaal bedrijf met tig divisies?

1. Towards Digital Leadership
with CRM
De Customer Journey start na
de aankoop!

2. 5 minuten geleden in Utrecht….

4. DISCOVERY
STARTS
HERE70,000498,000

5. Digital Leadership
Digital Excellence
Digital Basics
Our journey towards Digital Leadership
TOP 5 BRAND by 2020
The world is becoming increasingly digitally
interconnected, hence the importance of digital
leadership. Effective social and digital marketing
empowered with a strong CRM strategy and
execution plays a very important role.

7. Terug naar de S5 campagne – “Tijd voor een GALAXY S5”
www.tijdvooreengalaxys5.nl

8. De Customer Journey start na de
aankoop!

9. Product life cycle campaign Samsung GALAXY S5
2. Nieuwe functionaliteiten
x+ 2 d
3. Assistentie
x+ 5 d
4. Accessoires
x+ 10 d
5. Ben je tevreden?
x+ 20 d
Updates
x+ 23 mnd
of
1 jaar – 1 mnd
6. Vervanging
Nieuwe app’s
Nieuw OS
Updates over
Connected Devices
1. Welkom
x = productregistratie
datum
x y = einddatum
contract
y

10. Na registratie:
Welkom
X + 2 dagen:
Nieuwe
functionaliteiten
X + 5 dagen:
Assistentie
X + 10 dagen:
Accessoires
X + 20 dagen:
Ben je
tevreden?
De S5 Customer Journey
X + 2 jaar:
vervanging
TOP
HEADER
INFO
TOP FEATURE
DISCOVER
SOCIAL
FOOTER

11. Samsung Benelux CRM Strategie
Touchpoints
My Samsung
Nieuwsbrief
Samsung
Database
€
Customer life cycle
Product life cycle

12. Klantwaardemodel
Customer value
Allignement
customer value with
customer experience
Predictive modelling
1
2
3
Transaction
data
Interaction
data
Demographic
data
Data
Analytic goals Analytic tools Goto market actions
T0 measure
Segmentation based on
customer value
Retention (churnmodel)
Behaviour analyses
Growth / potential analyses
Propensity modelling level 2
Customer profiling
Total customer value
segmentation
Customer life time value
Propensity modelling level 1
Customer value measurement
RFM analysis
Basket analyses
Miscellaneous analyses
techniques
- logit
- time series analyses
- MDS
- Ext. basketanalyses
Identification of drivers of
customer experiences
(customer research)
Classification analyses (e.g.
Factor/clustor analyses)
Differentiated approach to
selected segments (channels,
content)
Predictive modelling optinal
budget allocation
More effective use general
communication
Measurement of results
Buyer journey optimalisation
Customer migration path to
more valued customer
(Next) Best Action real time
Churn reduction
Measurement or results
Differentiated approach based
on CV & CE on customers and
potential customers
(Next) Best Action to individual
customers
Measurement or results
Behavioral
data

14. “Bezint eer ge begint.
Maar begin daarna wel direct!”