Great evolution: from CRM to CCRM. Borut Vovk Head of Omnichannel Studio Moderna

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1 Great evolution: from CRM to CCRM Borut Vovk Head of Omnichannel Studio Moderna

2 Introduction About Studio Moderna The leading direct marketing and multi-channel retailer in CEE region

3 Introduction Philosophy Wherever the customer is, however they want to buy, our aim is to be there. Homeshopping

4 Introduction Daily transactions Customers 20m customers records (total) new customers Calls avg inbound calls avg outbound calls avg minutes talktime Campaigns media-plans, 340h daily 31 outbound campaigns 35 campaigns (4 mio)

5 CRM Project (Maia) Customer Relationship Management Ultimate Business Goal Sell more, to more people, more often High Level Goals Omnichannel solution 360 degree overview of the customer and stock Modern and fast

6 CRM Project (Maia) Customer Relationship Management (CRM) ARCHITECTURE Microsoft platform Windows Server 2008 R2 SQL Server 2008 R2 Hyper-V virtualization Front office Contact center: Internet Explorer 9 Retail: LS Retail NAV (6.2) Back office Dynamics NAV 2009 R2

7 CRM Project (Maia) Pointout features Opportunity vs After Sale Logic General and targeted campaigns Detailed sales tracking Promo codes & Coupons Mediaplan & ecommerce integration Event-driven workflow management All information instantly available Skill based routing Blending agents Automated Time tracking Real time reporting and managing Promised delivery date calculation

8 Introduction Philosophy Wherever the customer is, however they want to buy, our aim is to be there. Homeshopping

9 Customer centricity Definition A cultural shift that converts the focus from products to customer needs Where is it used? Tailored marketing One-to-one customer service Retaining customers Building brand loyalty Providing information customers actually want

10 Customer centricity Requirements Undestand customer at very granular levels. Pre-requirements: 1. step: identify valuable customers 2. step: capability to deliver different type of services to different customers

11 Customer Centric Operating Framework Governance strategy Cross organization roles Governance Market research Customer behavior Customer analytics & reporting People / organization Business process Technology Channels Execution Analysis & Insight Customer Cultural transformation Change management Source: Accenture Strategy & Customer Expirience Transformation Customer segmentation Customer centric strategy Sales, martketing & service integration strategy

12 Customer Centric Operating Framework Analysis & Insight Market research Customer behavior Customer analytics & reporting

13 Customer Centric Operating Framework Strategy & Customer Expirience Database Clusters Cluster (opportunity, new buyer, rebuyer) Line (contact, prospect, customer, club, ) Lifecycle (highly active, active, falling, inactive, abandone, deactivated) Customer KPIs Customer segmentation Customer centric strategy Sales, martketing & service integration strategy Offer management Best price calculation

14 Customer Centric Operating Framework Execution Organization Customer Insight department Database Sales and Marketing department IT Omnichannel department Cross-channel campaigns CCRM Maia People / organization Business process Technology Channels Rewarding system change

15 CRM vs. CCRM Traditional CRM Siloed applications for sales, marketing and service Differentiation based on products Segregated data and processes decreasing customer satisfaction Reactive service Inconsistent corporate goals Customer-Centric CRM Seamless processes around customer lifecycle that extend beyond corporate boundaries Differentiation based on customer centricity People/data/technology that optimizes customer interactions In-context, proactive service Corporate performance metrics and goals aligned with customer needs Source: The Yankee Group

16 Demo

17 Results Productivity increase INB ATT decreased for 1 VTT increased for 4-10% ,5 4 3,5 3 2,5 Sale growth INB ABV increased for 9% ,5 1 0,5 Accurate measurement 0 CatPro - ABV Maia - ABV CatPro - ATT Maia - ATT 0 Cost reduction

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26 Product FAQ Initial Splash Savings Calculator Notes Selecting Items Screen (Club) Alternatives from History Selected Cross-sells on the Quick Summary Product Selected Product Payment Method Reason Details Marketing Source Type of Conclusion Selection Building Blocks Filtering Initial Contact Campaign Contact Select KPIs Search Purchase Search Product Prices Shopping Cart Detailed Product Details View Free Shipping Status Type of membership Demographic Interaction Status Subject Product Consent SKU variant - Savings Calculator Cross-sell Attributes Product Search configuration General (Product) Actions Creation Offers of Dialling Rules dimension Subject Consent Agreement & logic By Betwen After Details Sale Conclusion View Automatic Phone Number Communication Channel Schedule Call-Back Contact s Orders (Cancel Building Order) Blocks Agent and Contact Expected Lost Opportunity or Campaign & General Forms Outbound Sub-Campaign Call Shipment Date Cancelled order - Product Linking Sub-Campaign shortlist (Result) Product - media FAQs After plan Sale (Introduction and Definition Execution Overview Contact s (CPO Credit integration) Memo No Purchase Reason Savings Calculator Objection Conclusion) After Sale Category Product Benefits (Order) Handling Payment Methods Customer s Payment Method Contact s Invoices Contact s Campaigns Objection used in Objection Interaction Details Handling Intent Outcome Objections After Add Handling Sale Building Sub-Category - Multiple Pictures and Manuals After Sale Contact Stats Contacting Options Shipping Voting Blocks Methods