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Customer Managed Relations
The CMR Agency
CMR Themes – The road to customer
centricity
2
Customer Centricity
The customer is king and if he
feels that he is treated...
Topic Sub
Data connection • Better data insights will drive your business
• Collaborate with your customers on their data
...
Better data insights will
drive your business
Big Data and better insights
5
Companies in the top third of
their industry in the use of
data-driven decision making
were...
Data from your customers unlock key
business benefits
7
77% Ability to deliver better customer/personalised experiences
Q....
Collaborate with your
customers on their data
Consumers avoid push marketing and
unwanted data use
9
DuckDuckGo, the search
engine that doesn’t track its
users, grew mo...
Customer Managed Relations
Stop collecting, start connecting
11
From CRM to CMR
• CMR logical evolvement
of Customer
Relat...
European law - GDPR
Putting individuals back in
control of their own data
This includes moves for
explicit consent require...
European law - GDPR
13
Two years
Whilst the authorities will
enforce the new rules from 25
May 2018 onwards with fines,
in...
Watch out for data partners:
your customer data should
remain yours
These 4 have the power and …. they are
in the business of data
7 November15
Very successful – logical partners in your
contacts with customers and potential
customers
71
Create a well considered data
and mobile strategy,
but….
Seek data neutral partners
Partners that do not see your
customer...
Mobile share of contact is
dominant and still
increasing
Time spent on mobile (smart phone) is
growing rapidly
20
“We are no longer in a
mobile first world, we are in
a mobile only world”
Larry Page, Google, 2014
22
Understanding your
customer and delivering
superior service pays!
Understanding your customer and
delivering superior service pays!
7 November24
70% of buying
experiences are based on
how ...
Customer engagement
25
Customers who are fully
engaged represent an
average 23% premium in
terms of share of wallet,
profi...
Customer centricity is key
but hard to implement
7 November27
Only 14% of marketers say customer
centricity is ranked high within their
organisation; only 11% percent say
...
A customer centric culture
28
Your culture is your brand The way to customer
centricity
Culture and good service
.
Road to increased customer engagement – CMR
Not in the game To be in the game To differentiate To transform
Focus on secur...
What can The CMR Agency
do to assist?
The CMR Agency
Quick CMR start
CMR inspiration
talk
CMR workshop
GDPR
compliance
scan
CMR
inventarisation
analysis
CMR
opp...
Quick CMR start
To inspire your management with the thoughts behind the CMR vision
and underlying developments and trends....
CMR strategy & plan
CMR strategy to implement in (parts of) your organisation and to create
a solid business case for (any...
CMR services
Assistance with the execution of (one of) the plans in order to push
forward the desired progress and/or wher...
Next Steps
CMR inspiration talk
CMR inspiration talk
CMR inspiration talk
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CMR inspiration talk

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The CMR agency helps companies with a two way relationship with their clients. Customer Managed relations is the beginning of a next wave of change within organisations by addressing customer demand for more control. Companies benefit from CMR as it provides an opportunity to create trust. It creates relationships with customers who feel that they are respected. It promotes customer loyalty and provides new opportunities of being relevant to customers. CMR provides a channel for customers to express their needs and what they want, from which companies can benefit in many ways.

The same line of thinking is sometimes referred to as Vendor Relation Management.

Published in: Marketing
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CMR inspiration talk

  1. 1. Customer Managed Relations The CMR Agency
  2. 2. CMR Themes – The road to customer centricity 2 Customer Centricity The customer is king and if he feels that he is treated as such, he will be generous. Marketeers experience a big gap between the desired customer centric situation and the actual situation. Data Connection Accurate customer data are crucial for competitive business intelligence. Customers are willing to invest in sharing their personal data if they feel trust and encounter the right data dividend. Mobile Mobile is the only growing medium and has become the most personal device. We think that personalised communication efforts should focus on the mobile customer experience.
  3. 3. Topic Sub Data connection • Better data insights will drive your business • Collaborate with your customers on their data • Watch out for data partners: your customer data should remain yours Mobile • Mobile share of contact is dominant and still increasing Customer Centricity • Understanding your customer and delivering superior service pays! • Customer centricity is key but hard to implement Assistance from CMR Agency Next steps 3 CMR and setting the agenda
  4. 4. Better data insights will drive your business
  5. 5. Big Data and better insights 5 Companies in the top third of their industry in the use of data-driven decision making were, on average, 5% more productive and 6% more profitable than their competitors MIT Center for Digital Business 63% of firms now report having Big Data in production in 2015, up from just 5% in 2012. 63% of firms reported that they expect to invest greater than $10 million in Big Data by 2017, up from 24% in 2012 NewVantage Partners US Big Data Executive Survey 2016 54% of firms say they have appointed a Chief Data Officer, up from 12% in 2012. 70% of firms report that Big Data is of critical importance to their firms, up from 21% in 2012 NewVantage Partners US Big Data Executive Survey 2016
  6. 6. Data from your customers unlock key business benefits 7 77% Ability to deliver better customer/personalised experiences Q. Wat are the key benefits your company realises from the use of personal data? 53% Enhanced customer loyalty 52% Ability to uncover opportunities in new markets 52% Advertising that is more targeted to individuals’ interests 50% Better/more innovative products 47% Ability to offer commercially viable discounts and sale schemes 41% Increased profitable revenue Source: Accenture personal data survey 2014
  7. 7. Collaborate with your customers on their data
  8. 8. Consumers avoid push marketing and unwanted data use 9 DuckDuckGo, the search engine that doesn’t track its users, grew more than 70% in 2015 Data Comscore The list of providers of fake or instant email-addresses and the use of it is growing quickly – Maildrop.cc, Dispostable, 10 Minute Mail, GuerrillaMail, SpamBog, etc Use of adblocker growth, desk top 16% and mobile 94%! (y/y), 420 million users Mary Meeker, State of the internet 2016
  9. 9. Customer Managed Relations Stop collecting, start connecting 11 From CRM to CMR • CMR logical evolvement of Customer Relationship Management (CRM) • Customers own their information: profile, transaction history, inferred information (marital history and behavior) Customers in control • Customers to have access to their data and information across all departments of the company Relation of mutual trust • Connection conditions (culture and systems) designed on customer's needs • In balance with the company’s needs • Company communicates when relevant to the customer
  10. 10. European law - GDPR Putting individuals back in control of their own data This includes moves for explicit consent required for the use of data, the so-called ‘right to be forgotten’ and powers to take legal action against organisations that don’t respect these rights by complaining to the supervisory authority rather than going through the court system. Portability of data This is essentially about allowing users to extract in a structured format personal data from service providers and to move that personal data to another provider. This idea stems from what happens in the mobile telecoms sector and it’s about giving more say to individuals to decide what happens to their data in practice and being able to effectively make a choice in the market. Breach notification This approach of breach notification is consistent with what is known as ‘protection of privacy by design’ which means it is about marketers investing in good data protection practice and methods as early and as upstream as possible in the provision of goods and services.
  11. 11. European law - GDPR 13 Two years Whilst the authorities will enforce the new rules from 25 May 2018 onwards with fines, individuals can already now rely on the new rules in civil procedures. Thus there is an urgent need to act. Fines Who fails to comply to these rules by that time not only risk a heavy fine (administrative fines up to € 20.000.000, or in the case of a business undertaking, up to 4 % of the total worldwide annual turnover of the preceding financial year, whichever is higher) but also negative publicity, loss of credibility and trust. Effective as of May25, 2016
  12. 12. Watch out for data partners: your customer data should remain yours
  13. 13. These 4 have the power and …. they are in the business of data 7 November15
  14. 14. Very successful – logical partners in your contacts with customers and potential customers 71
  15. 15. Create a well considered data and mobile strategy, but…. Seek data neutral partners Partners that do not see your customers data as their gold
  16. 16. Mobile share of contact is dominant and still increasing
  17. 17. Time spent on mobile (smart phone) is growing rapidly 20
  18. 18. “We are no longer in a mobile first world, we are in a mobile only world” Larry Page, Google, 2014
  19. 19. 22
  20. 20. Understanding your customer and delivering superior service pays!
  21. 21. Understanding your customer and delivering superior service pays! 7 November24 70% of buying experiences are based on how the customer feels they are being treated. McKinsey, 2010 86% of customers are willing to pay more for a better service. Forbes, 2011 59% of customers are willing to try a new brand to get a better customer service American Express Survey, 2011
  22. 22. Customer engagement 25 Customers who are fully engaged represent an average 23% premium in terms of share of wallet, profitability, revenue and relationship growth compared with the average customer. In the consumer electronics industry, fully engaged shoppers make 44% more visits per year to their preferred retailer than do actively disengaged shoppers. And when they do visit their preferred electronics retailer, these fully engaged shoppers purchase more items than they originally intended to. In the retail banking industry, customers who are fully engaged bring 37% more annual revenue to their primary bank than do customers who are actively disengaged. Gallup State of the American Consumer 2014
  23. 23. Customer centricity is key but hard to implement
  24. 24. 7 November27 Only 14% of marketers say customer centricity is ranked high within their organisation; only 11% percent say that their customers would say customer centricity is ranked high within their organisation The CMO Council, Mastering Adaptive Customer Engagement (2014) 73% of marketers view customer centricity as critical to the success of their business and role at the company The CMO Council, Mastering Adaptive Customer Engagement (2014)
  25. 25. A customer centric culture 28 Your culture is your brand The way to customer centricity Culture and good service .
  26. 26. Road to increased customer engagement – CMR Not in the game To be in the game To differentiate To transform Focus on securing and analysing data Focus on efficiency and cost savings Focus on effectiveness Focus on engagement Focus on nr of calls closed Focus on nr of deals closed Focus on volume, eg leads Focus on first call resolution Focus on sales effectiveness Focus on lead quality Focus on net promotor score Focus on social and advocacy selling Personal 1-to-1 marketing Anywhere, anytime availibility - omnichannel True collaboration and connecting relation Engagement -loyalty through data dividend Realtime intelligence and 2-way communication
  27. 27. What can The CMR Agency do to assist?
  28. 28. The CMR Agency Quick CMR start CMR inspiration talk CMR workshop GDPR compliance scan CMR inventarisation analysis CMR opportunity scan CMR strategy and plan CMR strategy Organisational plan CMR data plan CMR technology plan CMR services Project management Operational services Training & Education 31 Services
  29. 29. Quick CMR start To inspire your management with the thoughts behind the CMR vision and underlying developments and trends. GDPR compliance scan CMR opportunity scan CMR inventarisa- tion analysis CMR workshop CMR inspiration talk One or more interactive sessions with (parts of) your management team(s) to discuss the impact of the CMR vision for your business. Scan to which extent your organisation is GDPR compliant and which following steps are to be defined, also from a non legal perspective. Organisational inventarisation which steps can be taken in line with the CMR vision and possibly the outcome of the CMR scan. Given the action to be taken pursuant to the GDPR, which opportunities arise with this action and which low-hanging fruit can be harvested.
  30. 30. CMR strategy & plan CMR strategy to implement in (parts of) your organisation and to create a solid business case for (any part of) your CMR strategy. CMR data plan CMR technology plan Organi- sational plan CMR strategy Organisational plan, with how, what, who and when actions have to be taken in order to execute the strategy. CMR data plan, with how, what, who and when actions have to be taken in order to execute (parts) the strategy, specific to data. CMR technology plan, with how, what, who and when actions have to be taken in order to execute (parts) of the strategy, specific to technology.
  31. 31. CMR services Assistance with the execution of (one of) the plans in order to push forward the desired progress and/or where internal resources are limited. CMR services Project & Change management Services that a company wishes to outsource or to be included as a full service, like data intelligence, digital services, design, communication, software, training or organisational change. Training & education Training & education for the staff affected by a CMR based strategy or plan
  32. 32. Next Steps

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