DELIVERING COMPETITIVE ADVANTAGE THROUGH DIGITAL CRM 22 ND MAY 2013

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Ashlyn Carroll
8 years ago
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2 DELIVERING COMPETITIVE ADVANTAGE THROUGH DIGITAL CRM 22 ND MAY 2013

3 Agenda About LBi CRM Trends Delivering Competitive Advantage

4 We are

5 We are

6 We are here

7 Full service digital Media Strategy Comms Planning Advertising SEO/SEM epr User Research User Experience Digital Design Branded Experiences Content Services Website Build Service Innovation Transactional Services Managed Services Hosting Application Support CRM / Customer Experience Social Media Marketing Measurement & Tracking

8 Global CRM Clients

9 C = CUSTOMER R = RELATIONSHIP M = MANAGEMENT

profitability of customers 15% Offer new products and services Source: Global

10 CRM Goals are business priorities 72% Keep/retain current customers; improve loyalty 62% Attract new customers 38% Drive cross sell / up sell 32% Improve the profitability of customers 15% Offer new products and services Source: Global Forrester/Customer Think Customer Management Technologies Value Online Survey, February 2012

11 EFFECTIVE CRM => GREAT CUSTOMER EXPERIENCE

CRM is Marketing Sales Service Email Social Mobile

12 CRM is Marketing Sales Service Social Mobile Website (Segmented content) Offline Call centre Face to face

14 YOUR CRM SYSTEM IS NOT YOUR CRM STRATEGY YOUR CRM SYSTEM SHOULD ENABLE YOUR CRM STRATEGY

16 CRM TRENDS

17 Putting Click to edit Master text styles the customer at the heart of your business has always been the ultimate goal of CRM.

18 Click to edit Master text styles

19 Humza to design DIGITAL SOCIAL MOBILE

20 The Broadcast Age

21 The Digital Age

22 CHANNEL PROLIFERATION MEANS CONTENT RELEVANCE IS MORE IMPORTANT THAN EVER

23 Humza to design DIGITAL SOCIAL MOBILE

24 Social & CXM

25 Facebook growth in the Middle East

27 Evolution of the Marketing funnel Awareness Consideration Purchase Consumption Loyalty

28 SHAREABILITY A Socially Infused Funnel Awareness Consideration Purchase Consumption Loyalty

29 Social influences purchase decisions

30 Brands are what people say they are

31 CUSTOMER ADVOCACY IS NOW YOUR BIGGEST SALES CHANNEL

32 Humza to design DIGITAL SOCIAL MOBILE

34 AND Consumers WANT location specific services Source: Federal Reserve,

35 MOBILE PROVIDES THE IMMEDIACY TO FUNDAMENTALLY ALTER CONSUMER BEHAVIOR THROUGH RELEVANT CONTEXTUAL EXPERIENCES

36 Source: Forrester, 2011

37 IN THE AGE OF THE CUSTOMER, EXCEPTIONAL CUSTOMER EXPERIENCE ENABLES YOU TO *WIN*

38 Great Customer Experience is a proven revenue driver

39 5 year stock performance of Cxi leaders versus Laggards

40 HOW TO DELIVER COMPETIVE ADVANTAGE

41 Humza to design DIGITAL SOCIAL MOBILE

42 CHANNEL PROLIFERATION MEANS CONTENT RELEVANCE IS MORE IMPORTANT THAN EVER

44 Types of Customer Data Explicit Data Implicit Data Social data

45 SEGMENTATION ENABLES RELEVANCE EFFICIENTLY

46 Segmentation approaches 1. Classical segmentation eg Cluster Analysis 2. Scoring systems eg Propensity modelling and LTV models 3. An expert system

48 Humza to design DIGITAL SOCIAL MOBILE

49 CUSTOMER ADVOCACY IS NOW YOUR BIGGEST SALES CHANNEL

50 Social CRM is now CRM Paul Greenberg, Author of CRM At The Speed Of Light, 2012

51 SOCIAL CRM INNOVATIONS Social Data Capture Social Segmentation Social Direct Messaging Social Loyalty Programs Social E-Commerce Social Customer Service

52 Integrating Social CRM across the lifecycle Data Capture Fan engagement Conversion Call Deflection* Loyalty Advocate programs

53 Humza to design DIGITAL SOCIAL MOBILE

54 MOBILE PROVIDES THE IMMEDIACY TO FUNDAMENTALLY ALTER CONSUMER BEHAVIOR THROUGH RELEVANT CONTEXTUAL EXPERIENCES

55 Brands that can serve customers situations, preferences, and attitudes in real time on mobile devices will leapfrog the competition and, more importantly, provide their services at a premium. FORRESTER RESEARCH, 2013

56 MOBILE CRM: taking advantage of the mobile shift QR Codes Location specific application alerts Mobile wallet loyalty & couponing Image here Image recognition & augmented realiity Real time contextual & profile driven content Connected objects

57 Integrating Mobile CRM across the lifecycle Data Capture Product consideration Physical-Digital commerce Consumption Loyalty Advocacy Image here QR Codes Image recognition Contextual content Location alerts Mobile wallet Connected objects

59 Designing CRM Programs 1. Develop segmentation solutions in order to power content relevance efficiently 2. Build Social CRM strategies and tactics into the customer lifecycle in order to leverage the social opportunity 3. Be a mobile CRM leader and innovate!

60 TOM BURRELL Global CRM Director, LBi 15 years in CRM client side and agency roles Responsible for the LBi Global CRM proposition across all markets (32 offices across 17 countries) Full-service CRM offering from strategy to

The Sale is only the Start

The Sale is only the Start Duncan Robinson Odin Business Consulting The Sale is only the Start 1 2 3 Why managing the whole customer lifecycle is key to success Key programs that can make a big impact