CRM in Retail Industry...
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CRM in Retail Industryการบรหิารความสัมพันธกับลูกคา
สําหรับธุรกิจคาปลีก
16 สิงหาคม 2554
Sundae Solutions
re·tailre tailnoun \’rē-,tāl\
all activities involved in selling, renting, and providing goods and services to ultimate customers for personal, family or household use.p y
In the channel of distribution, retailing is where the customer meets the product It is through retailing that exchange occursthe product. It is through retailing that exchange occurs.
Utilities provided by retailers create value for customers. p yTime, place, possession, and form utilities are offered by most retailers.
challengeschallengesnoun
a summons that is often threatening, provocative, stimulating, or inciting; specifically : a summons to a duel to answer an affrontg p y
P bl f b i k dProblem for bricks and mortar retail sectors in actuallyactually
identifying the customers
Facing the toughestFacing the toughest economic conditionsInstinctive reaction to cut all strategic projects andstrategic projects and wait until things improve
Findings by Retail TouchPoints and The Aberdeen Group, 2008
Best-in-class retailer are bringing to loyalty programs with the sophistication
and diverse multichannel approach.
Member Information acquisitions:
45% of retailers register customers via45% of retailers register customers viasales associate in the store
41% at POS41% Online
Findings by Retail TouchPoints and The Aberdeen Group, 2008
loyalty program objectivesTop two objectives toward loyalty program objectives:
Lifetime Customer Value (57%)( )Competitive Advantage (39%)
Findings by Retail TouchPoints and The Aberdeen Group, 2008
46%of retailers did not measure promotion46%of retailers did not measure promotion among their customer base at all.
Findings by Retail TouchPoints and The Aberdeen Group, 2008
Real time customer data is
14% | in use now & 23% will be a priority over the next year
Findings by Retail TouchPoints and The Aberdeen Group, 2008
conceptualconceptualadjective \kən-’sep-chə-wəl, -chü-əl, kän-, -chəl, -shwəl\
Of, relating to, or consisting of concepts <conceptual thinking>
What is CRM?
CRM is a business strategy designed to
optimise profitability, revenueprofitability, revenue
and customer satisfaction
Gartner
Management Tools & Trends 2010 by Bain & Co.
CRMC t l F k f R t ilCRM Conceptual Framework for RetailCustomer ‐centric CRM Strategy, a Pyramid Framework
CRM Conceptual Framework for RetailpBest Practices of Customer Segmentation – RFM Approach
111 222 333
121 212 323
131 232 313131 232 313
112 211 332
113 213 331
122 231 321
123 233 322
132 221 312
133 223 311
TechnologyTechnologynoun \tek-’nä-lə-jē\
The practical application of knowledge especially in a particular area
CRM Technology Framework for RetailCustomer datadrivenclose loopCRMApplicationArchitectureCustomer‐data driven close‐loop CRM Application Architecture
CRMT h l F k f R t ilCRM Technology Framework for RetailCRM Technology Strategy and IDIC Methodology
What’sGood about EmailMarketing?What s Good about Email Marketing?
Highly targeted
Immediate
MeasurableMeasurable
Reach
Cost Effective
ROI of Digital
Channels
E il M k tEmail Market
gave the mostgave the most
returns onreturns on
investment
A Consumer’s Always‐on Companiony p
Where Smartphone Is Used?
93% 87%
93%
On-the-go
Home
Where Smartphone Is Used?
73%
77%
87%
Restaurant
In a store
On the go
87% 66%
72%
At a social gathering/ function
Work
87%53%
54%
Doctor's Office
Café or coffee shop
77%32%
50%
Library
Airport
77% 29%School
Source: TheMobileMoment Study, April 2011
70%70%Use smartphone while shopping in-storeUse smartphone while shopping in store
Source: TheMobileMoment Study, April 2011
Smartphones Are an Integral Part of a Multi-channel Purchase Process
Source: TheMobileMoment Study, April 2011
Data In, Data OutThe key to good data is getting the data in the system. Staff are ymore likely to input data on mobile devices at the point ofmobile devices at the point of entry. In real-time.
Mash‐ups to CRM A mash‐up is a web application that combines data from more th i t i lthan one source into a single integrated view.
Content used in mash‐ups is typically sourced from a third party via a Widget or API (webparty via a Widget or API (web service).
Minimized application data management
Reduced development effort
Make CRM SMARTER
Web 2.0 provoked an expansion of the R in the CRMexpansion of the R in the CRM acronym
C / CCompany / CustomerCompany / PartnerCompany / CompetitorCompany / CompanyCustomer / PartnerCustomer / Competitor/ pCustomer / CustomerPartner / Competitor
Evolution of the CRM landscapepCRM 1.0 CRM 2.0
CustomerCustomer
Customer Customer
Customer CustomerCustomer Customer
Competitor Supplier / PartnerCompetitor Supplier / Partner
Customer Custome
CustomerCustomerCustomerCustomer
Your company
Customer Customer
Your company
Customer CustomerCustomer Customer
Focus on individual relationship (company to customer, company to partner, etc.)
Limited view of the customer and his community preferences habits etc
•Focus on collaborative relationship (engaging a more complex relationship network)
•Multiple connections allow better understanding of the customer and his communitypreferences, habits, etc.
Targeted messages generate value
customer and his community
•Conversation generates value
Evolution of Customer Touch Points
• Blogs • Microblogs
CRM 1.0 CRM 2.0
• Phone • PhoneF
g
• RSS• Wikis
• Podcast
• Price comparison website
• Fax• Email• Service• Letters
P l t t
• Fax• Email• Service• Letters• Personal contact +
Wikis• Social Networks
• Widgets• Video sharing
• Personal contact• Company’s website• SMS• Instant Messenger• Chat
• Personal contact• Company’s website• SMS• Instant Messenger• Chat
+• Forums
• Photo sharing
• Auction website
• Chat• Media
Chat• Media
• Social Bookmarking • Wish lists
• Reviews and ratings in retail sites
• Slides sharing
Single view of the customer based on the interactions •Single view of the customer is far more complex to achieve.
• Social Bookmarking
Single view of the customer based on the interactions history, customer profile data residing in the company’s base and data integration with internal systems
Company owns the data but it is limited to previous interactions
Besides internal information, the company must rely on external information such as customer profiles in social networks and his behavior when participating in a community.
•Customer and other web 2 0 sites own part of the precious datainteractions •Customer and other web 2.0 sites own part of the precious data
Evolution of Organizational MindsetgCRM 1.0 CRM 2.0
!!
!
!InteractionConversationContributionTransaction
FeedbackFeedback
Employee Customer Employees Customers
Innovation comes from one specialized source within the company (innovation group)
F tli l i t t t d f
•Innovation is gathered from all employees as they are closely connected to the final customer and to each other via internal web 2.0 tools. Customers are in the center of the innovation
Frontline employees communicate targeted messages for transactional operations
cycle.
•Frontline and non frontline employees engage conversations including new customers in the context and rerouting conversations New set of employee skills neededconversations. New set of employee skills needed.
Wrap Upap UpTurn challenges into strategic competitive advantage andadvantage and enhance their long‐term viability and profitabilityprofitability
Mr. Navik NumsiangManaging Director | Sundae SolutionsManaging Director | Sundae SolutionsM | 0814813999E | [email protected] | facebook com/naviknFB | facebook.com/naviknG+ | Navik Numsiang
Visit the Our Sundae Ecosystem atwww sundae co thwww.sundae.co.th
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Thank You for CominggSundae Solutions Co., Ltd.
T l 0 2634 8899Tel. 0 2634 8899
Email: [email protected]
Website: www.sundae.co.th