Mike Hoogveld - LBMA Event May 2013 - Cross Channel Excellence

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As a PhD student Mike Hoogveld performed scientific research on success factors in multichannel management. In 2012 he wrote the bestseller 'Cross Channel Excellence "which was nominated for the PIM Marketing Literature prize and Management Book of the Year award. In this talk he gave a snapshot of a practical 8-step plan to optimally respond to the rapidly changing orientation, purchase and usage behavior of customers and prospects as a result of the rapid growth of (digital) channels.

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Mike Hoogveld - LBMA Event May 2013 - Cross Channel Excellence

  1. 1. Cross Channel ExcellenceAmsterdam - May 30th, 2013
  2. 2. MikeHoogveld★Managing partner atRedFoxBlue:consultancy andimplementation★Academic researcher★Guest lecturer atbusiness schools anduniversities
  3. 3. Suez & Panama
  4. 4. Technology perspective: proliferation ofchannels
  5. 5. Customer perspective: changing behaviour• 65-70% of buyers is a cross-channel shopper• Buyers choose different channels in different phases of their orientation,buying and usage processes
  6. 6. Deadly for customerrelations• 85% of the consumers demands an integratedshopping experience...• ... and only 50% experiences it• 72% of the consumers wishes an integratedmarketing approach...• ... and only 39% gets it (source: mBuys/Gartner)
  7. 7. seamlessjourney
  8. 8. The ‘customerjourney map’is the basis
  9. 9. Integration!• Multichannel management: the design, deployment, andevaluation of channels to enhance customer valuethrough effective customer acquisition, retention, anddevelopment.
  10. 10. “We can’t solve problemsby using the same kindof thinking we usedwhen we created them”
  11. 11. Success factors: structure, processes and systems
  12. 12. “It is not the strongestthat survive,nor the most intelligent,but the onesmost adaptive tochange”
  13. 13. C3: cross channel cycle
  14. 14. peopledont think what they feel,dont say what they thinkand dont do what they say(David Ogilvy, 1962)
  15. 15. Outside-in: turn yourself inside out...
  16. 16. • mike.hoogveld@redfoxblue.nl• linkedin.com/in/mikehoogveld• @mikehoogveld• +31 6 13755705

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