Shell CRM October 2014

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1 Shell CRM 2020 October 2014

2 MOST CONFIDENTIAL 2 2

3 THE SITE OF THE FUTURE RETAIL VISION Experience Role in Retail Strategy BEST FUELS RETAILER IN THE WORLD Accelerate Future Heartlands Defend and Grow the Core Win with Fuels Superior Experience Partner of Choice Our People: Passionate Experts CREATES EXPERIENCES NOT JUST TRANSACTIONS Superior Experience Objectives Preference with all customer segments Increase site income Build Shell brand by complementing high quality fuels with positive experiences Levers PMTDR & Site design Payment, Loyalty & CRM Shop and Lubricants offer Understand the customer Utilize quantitative market research to understand customer needs and expectations Use competitor and industry, technology trends for innovation Differentiate the site Over deliver on the basics (operational priorities) & introduce customer driven innovation Simply the process Leverage technology & staff to reduce the number of required touch points 3

4 CRM 2020 Purpose A programme capitalising on former CRM initiatives by proactively engaging and rewarding any selected customer, with context sensitive, personalised offers, through their preferred channels, to earn, grow and retain loyalty and ultimately sell more Fuel and CR. 4

5 CRM 2020: Moving towards Engagement CRM Today: Basic Promises CRM Today: Experience Centricity CRM 2020: Engagement Improved by unlocking new channels and enabling advanced offer targeting, through Real Time Marketing Engagement is a natural enhancement of Experience and Basic Promises today. Delivery on Basic Promises is key, but CRM 2020 will enable differentiated, competitive advantage above and beyond the basics, as a key contact, retention and reward mechanism. 5

6 The functional architecture includes the components required to enable the delivery of a multichannel, real time customer experience 6 High Level Functional Scope/Architecture 1 e-crm 2 Contact Channels (Mobile apps, web, text, s, Point Of Sale, Social Media, CSC) Channel Integration - Real Time Messaging 3 Real Time Engine (Centralised Decision Engine) Real Time Decisioning Real Time Decisioning Event Trigger Marketing Interaction Services Decision Monitoring Adaptive Decisioning 4 5 Profiling, Segmentation & Analytics Campaign Management 8 9 Management Reporting Loyalty Management Batch Decisioning Database Decisioning Services Campaign Management Decision Services 6 Contact Exclusion Management 10 Voucher, Coupon, Token Management Administration & Deployment decision logic, business rules, decision tree w orkflow automation Data sources (internal & external) 7 Offers & Product Catalogue 11 Data Management (Single View 360)

7 Single View Connecting all the data sources together to build a 360 degree view of the customers. Payment (Fuels/CR) Interaction Media Loyalty (Fuels/CR) End Consumer Attitudes & Behaviors Feedback & Complaints (VOC/CSC) Demographics & Preferences 7

8 Multidimensional Segmentation Moving towards 360 degree understanding of the customer. Process steps to broaden the view of customer engagement by developing an integrated segmentation model between Fuel, Fleet, Loyalty and Convenience Retail data. Fuel Segmentation rules Definition Fuel Segmentation development Fuel Segmentation implementation on Shell Systems Social Media Segmentation rules Definition Social Media development Social media implementation on Shell Systems Demographic Segmentation rules Definition Demographic development Demographic implementation on Shell Systems CR Segmentation rules Definition CR Segmentation development CR Segmentation implementation on Shell Systems Motivational Segmentation rules Definition Motivational Segmentation development Motivational implementation on Shell Systems Payment Segmentation rules Definition Payment Segmentation development Payment implementation on Shell Systems Value Segmentation rules Definition Value Segmentation development Value Segmentation implementation on Shell Systems Geographic Segmentation rules Definition Geographic Segmentation development Geographic implementation on Shell Systems B2B2C Segmentation rules Definition B2B2C Segmentation development B2B2C Segmentation implementation on Shell Systems data enables.. insight drives... management 8

9 Real Time Communication Know in real time how to make the next best offers to increase customer's value and unify strongest all marketing efforts across all touch points. 9

10 Interactive Marketing Responses Data - Internal Demographic Relationship History Effectiveness Reporting Outbound Offer Delivery Products & History Transactions - Financial Extract Clean Summarize View Automated Campaigns Campaign Orchestration Channel Interactions External Events Analytic Data Mining Inbound Decisioning Data - External Purchased Data Social Media 10

11 Integrated Marketing Management Social Direct Mail Channels In Person Mobile Radio Call Center Consistent Experience Online TV Interaction Departments Service Corporate Affairs Finance Risk Operations Merchandising Experience Performance Management Contact Orchestration Mass Media / Direct Campaigns Outbound Marketing Event Based Marketing Real-Time Dialogue / Decisions Offer Management -Centric Decisions Governance: Strategy, Planning and Operations Management Analytics Risk / Credit Profitability & LTV Experience & Events Social Media Analytics Network Analytics Insight Data Quality Data Integration Data Model Metadata ERP CRM DWH Online Social Other Data Management Data Sources 11

12 Real-Time Communication Solution SAS Advanced Analytics Descriptive Predictive Behavior Risk Social Marketing Operations Management Campaign Management Marketing Optimization Real-Time Communication real-time Predefined Offers Optimized Offer s SAS Real-Time Communication Solution for Shell Master Data Management batch Shell IT systems Loyalty ERP Geo Data Ext. Data 12

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