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HaagaHelia Ebusiness presentation

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7.4.2010

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HaagaHelia Ebusiness presentation

  1. 1. E-business Relationship marketing ...and more Haaga-Helia 7.4.2010 Tommi Holmgren Business Designer +358 40 523 5023 tommi.holmgren@mec.fi
  2. 2. Three topics for today Customer voice as a service development 1 driver: maximum impact on the market Every touchpoint counts in building 2 customer loyalty Leveraging the owned media: 3 multichannel experience inside restaurant
  3. 3. Customer voice as a service development driver Methods Satisfaction Panels as a window Purchase path surveys to customer world analysis Service Marketing Engagement as a development “tricks” business model communities
  4. 4. Customer voice as a service development driver HOK-Elanto Vltava
  5. 5. Every touchpoint counts in building customer loyalty
  6. 6. Every touchpoint counts in building customer loyalty But wait, there’s so much more!!
  7. 7. Every touchpoint counts in building customer loyalty Images: Radiantbrands.com
  8. 8. Every touchpoint counts in building customer loyalty Starbucks iPhone apps
  9. 9. Every touchpoint counts in building customer loyalty eat.fi
  10. 10. Every touchpoint counts in building customer loyalty Urbanspoon iPhone app with augmented reality
  11. 11. Every touchpoint counts in building customer loyalty Foursquare.com
  12. 12. Every touchpoint counts in building customer loyalty Dopplr.com
  13. 13. Every touchpoint counts in building customer loyalty SK Member Club
  14. 14. Every touchpoint counts in building customer loyalty Why not use SMS? “Hi Tommi! We have a new menu with loads of amazing fish dishes. Come to check it out, you’ll get special starter for free if you book now! Go to finds.mobi now to make your reservation.” “Hi Tommi! We have special friday tomorrow at FINDS for our great membership customers. 3 course meal is only XX€. Book now at finds.mobi!”
  15. 15. Every touchpoint counts in building customer loyalty OpenTable.com
  16. 16. Every touchpoint counts in building customer loyalty Finnair.com
  17. 17. Every touchpoint counts in building customer loyalty RoyalRavintolat.com
  18. 18. Every touchpoint counts in building customer loyalty Think about the funnel TRIGGERS CONVERSION Social media PLATFORMS GOALS WOM SMS/email .mobi site Reservation Advertising website Visit Google Maps phone Visit to site
  19. 19. Every touchpoint counts in building customer loyalty Metrics that count TRIGGERS CONVERSION Social media PLATFORMS GOALS WOM SMS/email .mobi site Reservation Advertising website Visit Google Maps phone Visit to site Cost of conversion* *so you should know what initiated the visit
  20. 20. Every touchpoint counts in building customer loyalty Metrics that count
  21. 21. Leveraging the owned media
  22. 22. Leveraging the owned media Microsoft Surface
  23. 23. Leveraging the owned media Nokia Flagship Store
  24. 24. Leveraging the owned media What would Amazon do? Recommendations Bundling of products Favourites of the week Remember the customer Ask to rate and review
  25. 25. Leveraging the owned media Apple iTunes Appstore receipts
  26. 26. Leveraging the owned media Ask for feedback, like Volvo does
  27. 27. Three key messages Listen to customer voice and always improve. Use touchpoints with conversions in mind. Leverage the owned media to sell more.
  28. 28. Three key messages ints po ch t ou f improve. Listen to customer voice and always o ase at ab ul )d ef Use touchpointsrwith p os conversions in mind. ( pu a ild & bu re Leverage the owned media to sell more. su M ea

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