The power of digital CRM
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The document discusses how digital technologies are transforming customer engagement and experiences. It notes the increasing complexity of engaging consumers across more channels, devices, and online networks. It then describes how a customer engagement platform can analyze customer data and interactions to better understand customers and enable personalized, multi-channel marketing programs and experiences. Examples are provided of how such a platform was used to improve campaigns for an automaker and eBay. The platform aims to listen to what customers say online and drive engagement through interactive marketing, virtual experiences, and dynamic content.
The power of digital CRM
- 1. The power of digital CRM customer centria The Customer Engagement & Experience Company 28 January 2011 www.customercentria.com
- 2. The consumer awakening Technology Enabled !
- 3. The Ever Evolving Consumer
- 4. The And the complexity of staying relevant • Changing Consumer preference • More channel options • More device choices • More content formats • More online networks • Changing technology landscape • Sustained and accelerated changes ahead…..
- 5. customer centria Technology Analytics Interactive Knowing that they’re talking to us.….amongst us Today we do BI & Customer Analytics We have Databases of Transactions We have Databases of Interactions – clicks, visits, views, registrations.
- 6. ..but Is there a need to shift perspectives? from Customer Data … …..to that of Human Expressions, Intentions and Desires
- 7. DELIGHT WELCOME TO THE WORLD OF INTERACTIVE MARKETING Dialogue InteractListen Engage Experience
- 8. A quick look at Customer Engagement at work How technology enables transformational customer experiences
- 9. Meet Anna She is looking to upgrade her car Her auto manufacturer has the perfect opportunity to delight Anna
- 10. Enabling Customer Centricity, Engagement & Experience for Anna What makes Do we know Where, How, interaction Anna well When does with Anna enough? Anna prefer most to be reached delightful ANALYSE EXECUTE ENGAGE Right Customer Right Time Creating Right Offer Value Right Channel Right Dialogue
- 11. Customer Analytics to analyze Campaign Management to execute Digital Dialogue to engage
- 12. Where an auto advisor who knows all about Anna welcomes her Anna accepts an invitation to a members only car lounge
- 13. Anna, via her avatar, enters the car lounge
- 14. Anna meets Auto Advisor, He makes relevant recommendations and allows her to customise her own car
- 15. Anna is delighted ! She makes a down payment She now gets an offer from her insurance company on her mobile
- 16. Redefine the concept of “flagship” Delight at every Touchpoint Customer Centralized Cross-Channel JAVA APIs Awareness Decisioning Execution Mail Web Data Customer Segmentation Outbound Analytics Fulfillment Offer Email Web Management Inbound SOAP/XML Customer Analytics Integration Interaction Call Data History Center Predictive Distributed Analytics Real-Time Marketing Targeting ODBC Transaction Web Data Event Contact Lead Detection Optimization Management Sales, Branch Integrated Marketing Operations Office Plans & People & Data & Measurement & Budgets Processes Assets Performance Windows / Unix / Linux Oracle / DB2 / MSSQL WebSphere / WebLogic
- 17. Add to it the explosion that internet retail is experiencing globally
- 18. Key Retail Marketing Trends • Leading retailers are focusing on cross-channel experience – By 2012, one-third of in-store sales – or $1 trillion – will be influenced by the web – Two-thirds of online shoppers engage in some form of cross-channel shopping behavior – Only 13% of retail web owners consider driving store sales a top priority. • Email is the most popular marketing tactic followed by paid search – Search drives acquisition with SEM and organic search delivering more than half of new customers – Email drives relationship marketing – 93% of retailers said email was more important in 2008 (gaining in importance every year)
- 19. Key Retail Marketing Trends • Lots of interest in mobile and social media but still limited action – Mobile technology is one of the top marketing technologies (#2) that marketers say they plan to use (site optimization is #1) – Marketers are more bullish that the effectiveness of mobile marketing will increase compared to most other channels (except social media and and SEM) – Lots of early stage participation in social media but efforts remain largely siloed • Field marketing is gaining in popularity – Campaigns executed by store managers – In-store events • Investment in planning applications to support production management processes – Facilitate time to market
- 20. The time has come to re-imagine the future of retailing BUY ANYTHING, ANYTIME ANYWHERE
- 21. Mobile Technologies are changing paradigms in digital retail
- 22. If you like that, try this Behavioural driven recommendations
- 23. Social Media is a new dimension on retail experience
- 24. With so many consumers saying, doing and listening to so many things….
- 25. So lets Listen….. Today: Pull Web intelligence Traditional Web channels Emerging Web channels Search Site Social Applications Offline data Customer Display Campaigns Email data Moblie Video advertising Trageting Widgets Web analytics platform Tomorrow: Push Web intelligence Web intelligence Enterprise Customer A/B Multivariate Behavioral CRM data database testing testing targeting warehouse Multichannel marketing Marketing laboratory A world of Intelligence from within and outside
- 27. A customer engagement platform that combines online gaming, virtual reality and social networking
- 28. to create a unique, integrated experience.
- 29. customer centria Technology Analytics Interactive Not just a brand interaction platform but has created the concept of “virtual customer experience”
- 30. An end to end customer engagement solution End to End Customer Engagement touchpoints
- 31. Community Driven Segmentation Marketing Strategy for the 3,50,000 + Avatars THE NOW TREKKIE PAST ADVENTU- SPIRITUAL EXPLORER GEN MASTER RER -IST • Grounded History Thrives on Transcendent Free Spirit living on the in Reality Techno Buff Geek edge Rebirth • Lives for Flights of Enamoured the Fancy with the past moment
- 32. Urban Fashion Mapping in-world behaviour Dancing Consumer segments Sports M Cricket Now Generation a Cricket Treasure Hunt n Diving i Explorer I f d e Crater Asteroid Moon Fashion Mapping Hopping e Trekkie s o t l Past a o master Sports Historical t fashion g i Adventurer Archery y o Ice Sculptors n Spiritualist s Forever Young
- 33. Analytics Driven, Community Creation Dynamic Friend Matching Engine The system identifies similar users & polar users. Fashionista With additional points for (L3) making friends with polar users Depending on Socialize level of avatar & users beyond two degrees of customization r (L1) separation. Depending Explore on the r (L3) number of friends Depending on number of easter eggs found AOK (L2) Tamer Depends on time (L4) spent in-world. Gamer Always on Depending on Keyboard (as number of pets (L2) against AFK) tamed and Depending on time spent number of with pets quests completed Dynamic scoring engine defined for friends recommendation
- 34. Transcending the Real into the Virtual Virtual Goods Virtual currency which can get you …….
- 35. A New look Over a million avatar combinations to choose from
- 36. A NEW LOOK ! 100 + activities, across 5 regions
- 37. Community Driven, Insight Based Interactive Marketing Promoting Virtual ) And Real Incentives
- 38. Enabling Engagement & Experience Parse and Analyse Unica Gojiyo Weblogs NetInsight Web design & layout inputs Customer Segmentation basis in-world behavior. User behaviour attribute on Gojiyo Automated marketing Program. Analytical data Analytic Periodic Delta Transfer Engine Multi-channel marketing Model Output Program . Gojiyo Database User Analytics Database Communication Message to User Campaign Definition Email to User Unica Campaign & eMessage
- 39. Case Study : ebay Business Objectives To build more complex campaigns with rich segmentation, maintain recurring campaigns Multi-channel campaigns with response and conversion reporting Campaign and offer optimization, need for a marketing foundation to support CRM goals Results Empowered marketers and freed up IT resources Reduced time for new campaign launch New centralized infrastructure allows for reuse of campaigns across user segments and countries
- 40. eBay Complete your Collection Campaign #1 #2 #3 #4 #5 #6
- 41. eBay Complete your Collection Campaign Results Complete Your Collection proved to be an outstanding campaign for driving buyer response and activity – 113% lift in Open Rates – 285% lift in Response rates – 274% lift in Click through rates – Email generated $4M in Gross Merchandise Bought 44
- 42. Personalization and Dynamic Content E-mail • Personalized emails were labor intensive • Marketing focused on creating catalog quality emails rather than 1-to-1 messaging 45
- 43. Personalization and Dynamic Content E-mail After • Implemented a multi-variant “Test and Learn” methodology – Gender, Pricing Data, Category Recommendation, Last Viewed Items, Feedback Score • Retagged marketing creatives and started to leverage our Content Mgmt system • Leveraging Unica Campaign for segmentation and personalization rules • Results – 50% increase in Open Rate – >100% improvement in Click Through – Doubled Gross Merchandise Volume (GMV) per email sent 46 46
- 44. Community Driven Segmentation Driving Engagement
- 45. Strong Portfolio of Retail Customers More than 150 and Growing 48
- 46. We understand the customer and design and deliver Customer Experiences Proud to partner with
- 47. Thank You