CRM yesterday today tomorrow
-
Upload
angeli-beltran -
Category
Marketing
-
view
123 -
download
2
description
Transcript of CRM yesterday today tomorrow
![Page 1: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/1.jpg)
CRM Yesterday, Today & Tomorrow
Angeli Beltran | Managing Director | Dentsu Mobius |@angelibeltran
![Page 2: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/2.jpg)
“The purpose of a business is to create and keep a customer.”
-‐ Peter Drucker
![Page 3: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/3.jpg)
![Page 4: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/4.jpg)
Nestlé Club“Good Food, Good Life”
![Page 5: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/5.jpg)
Nestlé Club
“Building a life-‐long rela0onship with consumers is important to Nestlé.”
-‐ Au Alipao, VP Consumer Services, Nestle Philippines
![Page 6: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/6.jpg)
Nestlé Club Yesterday (c late ‘90s)
• Enjoined 125,000 high value member households• Member communica0ons via personalized direct mail and magazines• Brought members to interact with each other via Brand and Club Events• New Product and Recipe Development via Test Kitchen• Customer feedback via Hotline, PO box • Member-‐Get-‐Member program
![Page 7: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/7.jpg)
As a result,• Program increased the share of Nestle brands within the “cupboard” among
members from 5 out of 10 to 8 out of 10. • Nestle Club member base had significantly more insistors and preferrers for
Nestle brands vs non member base.• Members regularly recommended Nestle brands to their family and friends• Members gave feedback via mail and phone calls
![Page 8: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/8.jpg)
What is CRM?
Building stronger relationships with customers
by delivering delightful experiences at every customer interaction,
ultimately winning customer’s advocacy,
resulting to the business’ long term profitability.
![Page 9: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/9.jpg)
Simply,
�MY BRAND�
![Page 10: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/10.jpg)
What customers want has not changed
• Know who I am• Communicate Relevantly• Listen and Respond to Me• Be Consistent• Surprise and Delight Me • Involve Me• Value Me• Empower Me
![Page 11: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/11.jpg)
Technology : change in behaviour and communications
Consumers gather informa0on and share readily to others
� � � � �
AZen0on Interest Search Ac0on Share
![Page 12: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/12.jpg)
The Age of the Empowered Customer
•Collaborate with brands•Personalized experience •Highly informed and empowered by internet and social channels•Highly communica0ve•Socially connected•Need to feel valued con0nuously
![Page 13: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/13.jpg)
The Traditional Funnel
The Tradi0onal Funnel was Linear
![Page 14: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/14.jpg)
CRM Yesterday
Paid OwnedMagazine CouponsMagazine InsertsSurvey Forms
MailersInsertsEvents
Email/Phone
Member Get MemberWOM
Earned
Database
• Priority: capture data for direct communica0ons• S0ll one-‐way, and adver0sing focused• The “earned media” was a consequence and “measure”of loyalty
![Page 15: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/15.jpg)
The Consumer Decision Journey3The consumer decision journey
How consumers make decisionsEvery day, people form impressions of brands from touch points such as advertisements, news reports, conversations with family and friends, and product experiences. Unless consumers are actively shopping, much of that exposure appears wasted. But what happens when something triggers the impulse to buy? Those accumulated impressions then become crucial because they shape the initial-consideration set: the small number of brands consumers regard at the outset as potential purchasing options.
The funnel analogy suggests that consumers systematically narrow the initial-consideration set as they weigh options, make decisions, and buy products. Then, the postsale phase becomes a trial period deter- mining consumer loyalty to brands and the likelihood of buying their products again. Marketers have been taught to “push” marketing toward consumers at each stage of the funnel process to influence their behavior. But our qualitative and quantitative research in the auto- mobile, skin care, insurance, consumer electronics, and mobile-telecom industries shows that something quite different now occurs.
Actually, the decision-making process is a more circular journey, with four primary phases representing potential battlegrounds where
Q3 2009CDJExhibit 2 of 4Glance: The decision-making process is now a circular journey with four phases: initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and postpurchase, when consumers experience them. Exhibit title: The consumer decision journey
After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.
Consumers add or subtract brands as they evaluate what they want.
1 3
4
2
The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.
Ultimately, the consumer selects a brand at the moment of purchase.
Moment of purchase
Initial- considerationset
Trigger
Active evaluationInformation gathering, shopping
Postpurchase experience
Loyalty loop
Ongoing exposure
Exhibit 2
The consumer decision journey
A Circular Journey
![Page 16: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/16.jpg)
CRM Today
Paid OwnedWebsite
(custom content)EDM
Brand Communi0esCustomer Service
Social Media SitesBloggersReviews
Communi0es
Earned
Database
• Paid Media to acquire new customers by driving them to the owned channels• Owned channels are opportuni0es to learn more about customers, predict behavior
to understand and meet needs• Earned Media is a placorm to bring together influencers and advocates to
collabora0vely engage, amplify Word of Mouth, gather and respond to customer feedback
Google AdsDisplay AdsSocial Ads
![Page 17: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/17.jpg)
Relationship with the Empowered Customer
• Learn who your customer are• Understand what your customers want• Engage them in a dialogue• Empower them!
![Page 18: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/18.jpg)
DellListening and responding to what customers want
• Dell asks their users to openly rate and review their products• The feedback provides input to product development• Any product that have consistently lower than 3 star ra<ng are discon<nued.
![Page 19: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/19.jpg)
P&GHelping moms solve everyday problems
• Launched supersavvyme.co.uk in 2009, connec0ng P&G’s porcolio of brands to millions of moms.
• Demonstrated how P&G brands solve problems in mom’s lives
![Page 20: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/20.jpg)
P&GHelping moms solve everyday problems
Mission Control serves as a mul0-‐tasking tool to help organize their lives. Co created applica0on made by moms for momsMums were also able to reap rewards, unlock s0ckers which they could swap for coupons, crea0ng a huge peak in sales
![Page 21: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/21.jpg)
Canon EOS Creating a community for EOS Photographers
ChallengeExtend the life0me value of the EOS customer by driving the sales of lens, accessories and body upgrades.
![Page 22: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/22.jpg)
Canon EOS Creating a community for EOS Photographers
Customer)Need) Business)Opportunity)
• Inspira)on+• Hone+and+
Prac)ce+his+Cra3+• Connect+with+
Fellow+Photographers+
• New+skill+sets+have+to+be+matched+by+new+tools+
![Page 23: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/23.jpg)
Canon EOS Creating a community for EOS Photographers
Help%me%perfect%my%cra-%with%your%exper4se%and%experience%
Teach&me&%
Introduce%me%to%a%world%where%we%all%understand%each%other%
Value&me%Connect&me%%
Rewards%and%Recogni4on%
Core CRM Idea: Partner in your quest for perfec0on
![Page 24: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/24.jpg)
Canon EOS Creating a community for EOS Photographers
![Page 25: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/25.jpg)
Canon EOS Creating a community for EOS Photographers
![Page 26: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/26.jpg)
KMS CaliforniaEmpowering Stylists to be their own brand
ChallengeBrand has very liZle awareness, and for the few who know of it, KMS is not an innova0ve or trendy brand
a brand of
![Page 27: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/27.jpg)
KMS CaliforniaEmpowering Stylists to be their own brand
Customer InsightIf stylists are empowered to further develop their individual crea0vity in style and business, they can differen0ate themselves in the market.
![Page 28: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/28.jpg)
KMS CaliforniaEmpowering Stylists to be their own brand
Customer)Need) Business)Opportunity)
• Inspira)on+• Hone+and+
Prac)ce+his+Cra3+• Connect+with+
Fellow+Photographers+
• New+skill+sets+have+to+be+matched+by+new+tools+
Create their ownbrand as a stylist
As KMS supports themtheir individual expression, there will be more styles usingKMS products
![Page 29: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/29.jpg)
KMS CaliforniaEmpowering Stylists to be their own brand
Core CRM Idea: FREEDOM OF INDIVIDUAL
STYLE EXPRESSIONKMS empowers you to develop
your own brand to further grow your business
![Page 30: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/30.jpg)
KMS CaliforniaEmpowering Stylists to be their own brand
![Page 31: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/31.jpg)
KMS CaliforniaEmpowering Stylists to be their own brand
Concept: “Who are You?” KMS styles co-‐developed with stylists
![Page 32: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/32.jpg)
KMS CaliforniaEmpowering Stylists to be their own brand
KMS styles co-‐developed with stylists
![Page 33: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/33.jpg)
KMS CaliforniaEmpowering Stylists to be their own brand
KMS Pro Stylist Educa0on Program
What‘s your style? A consultation, recommendation & retailing system that represents the KMS California vision on how to create personalized looks and how the client wants their hair to look when they leave the salon and be-tween visits. This seminar and class map are designed to build stylist’s skills to deliver superb client satis-faction through a step-by-step consultation process that goes beyond the in-salon experience.
outstanding, personalized consultations beyond the normal.
home care, tools and how to incorporate the consultation into the entire service.
to help clients recreate looks at home.
Tuition: Isinveru ptiurEarly booking bonus: IsinveruiurSeating: Isinveru ptiurWhat to bring: Isinveru ptiur, od et faceaqui ape-rum re nitint moditate venimol entore dolut lant, quaerio este quas ent, ut harita qui dita comnimi, of-ficie ndesto oditiusamet quas sum sitiore, santintore noscscs
Provided: Isinveru ptiur, od et faceaqui aperum re nitint moditate venimol entore dolut lant, quaerio
PERSONALIZED STYLE RECOMMENDATION
15462_KMS_EduPortfolio12.indd 6-7 21.07.11 14:54
![Page 34: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/34.jpg)
KMS CaliforniaEmpowering Stylists to be their own brand
Digital Placorms to empower individual style expression
![Page 35: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/35.jpg)
KMS CaliforniaEmpowering Stylists to be their own brandmySalon APP as insalon consulta0on tool, allowing stylists to manage their clients in an innova0ve way
![Page 36: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/36.jpg)
KMS CaliforniaEmpowering Stylists to be their own brandmySalon APP as insalon consulta0on tool, allowing stylists to manage their clients in an innova0ve way
Remember client‘s styles
![Page 37: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/37.jpg)
KMS CaliforniaEmpowering Stylists to be their own brandmySalon APP as insalon consulta0on tool, allowing stylists to manage their clients in an innova0ve way
Manage Appointments
![Page 38: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/38.jpg)
KMS CaliforniaEmpowering Stylists to be their own brandmySalon APP as insalon consulta0on tool, allowing stylists to manage their clients in an innova0ve way
Customer database
![Page 39: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/39.jpg)
KMS CaliforniaEmpowering Stylists to be their own brandmySalon APP as insalon consulta0on tool, allowing stylists to manage their clients in an innova0ve way
Order products directly
![Page 40: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/40.jpg)
Volkswagen ChinaCreating the People’s Car with the People
ChallengeHow can Volkswagen be “the people’s car” in a highly compe00ve market that demands foreign brands to localize their products?
![Page 41: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/41.jpg)
Volkswagen ChinaCreating the People’s Car with the People
Solu0onCreate the people’s car, with the people!
![Page 42: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/42.jpg)
Volkswagen ChinaCreating the People’s Car with the PeopleResults
•Received 121,000 ideas for future automobiles from more than 300,00 registra<ons.•Volkswagen used a young girl’s idea to develop the floa<ng car, and produced a video to demonstrate “how it could work” with electromagne<c roads. The video went viral with more than 13M views.•The campaign generated aGracted 11.6 million unique visitors, with 3.1 million fans on social networks (415,845 followers on Weibo)•The brand increased unaided, top-‐of-‐mind awareness by 8.3%
![Page 43: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/43.jpg)
Volkswagen ChinaCreating the People’s Car with the People
![Page 44: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/44.jpg)
CRM Yesterday vs TodayYesterday Today
![Page 45: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/45.jpg)
CRM Tomorrow?
![Page 46: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/46.jpg)
Tomorrow’s Technologies
•Integrated func0onality •Build informa0on connectors between disparate placorms to filter, process and analyze data to produce tangible and ac0onable intelligence
•Populate social customer profiles•End-‐to-‐end cloud services, and connect with customers in any channels they desire
•Customized web content, targeted marke0ng
![Page 47: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/47.jpg)
Technologies may change, but what customers want remain the same
• Know who I am• Communicate Relevantly• Listen and Respond to Me• Be Consistent• Surprise and Delight Me • Involve Me• Value Me• Empower Me
![Page 48: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/48.jpg)
“The purpose of a business is to create and keep a customer...
to do that, you have to do those things that will make people do business with you.
All other truths on this subject are merely derivaOve.”
-‐ Peter Drucker
![Page 49: CRM yesterday today tomorrow](https://reader030.fdocuments.net/reader030/viewer/2022020101/54c7a7d14a7959470f8b4580/html5/thumbnails/49.jpg)
CRM Yesterday, Today & Tomorrow
Angeli Beltran | Managing Director | Dentsu Mobius |@angelibeltran