crm yesterday today tomorrow

Download CRM yesterday today tomorrow

Post on 27-Jan-2015

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How CRM principles remain the same, but interactions change with search, social media and mobile

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  • 1. CRM Yesterday, Today & Tomorrow Angeli Beltran | Managing Director | Dentsu Mobius |@angelibeltran

2. Thepurposeofabusinessisto createandkeepacustomer. -PeterDrucker 3. Nestl Club Good Food, Good Life 4. Nestl Club Buildingalife-longrela0onshipwith consumersisimportanttoNestl. -AuAlipao,VPConsumerServices,NestlePhilippines 5. Nestl Club Yesterday (c late 90s) Enjoined125,000highvaluememberhouseholds Membercommunica0onsviapersonalizeddirectmailandmagazines BroughtmemberstointeractwitheachotherviaBrandandClubEvents NewProductandRecipeDevelopmentviaTestKitchen CustomerfeedbackviaHotline,PObox Member-Get-Memberprogram 6. As a result, ProgramincreasedtheshareofNestlebrandswithinthecupboardamong membersfrom5outof10to8outof10. NestleClubmemberbasehadsignicantlymoreinsistorsandpreferrersfor Nestlebrandsvsnonmemberbase. MembersregularlyrecommendedNestlebrandstotheirfamilyandfriends Membersgavefeedbackviamailandphonecalls 7. What is CRM? Building stronger relationships with customers by delivering delightful experiences at every customer interaction, ultimately winning customers advocacy, resulting to the business long term protability. 8. Simply, MY BRAND 9. What customers want has not changed KnowwhoIam CommunicateRelevantly ListenandRespondtoMe BeConsistent SurpriseandDelightMe InvolveMe ValueMe EmpowerMe 10. Technology : change in behaviour and communications Consumersgatherinforma0onandsharereadilytoothersAZen0onInterestSearchAc0onShare 11. The Age of the Empowered Customer Collaboratewithbrands Personalizedexperience Highlyinformedandempoweredby internetandsocialchannels Highlycommunica0ve Sociallyconnected Needtofeelvaluedcon0nuously 12. The Traditional Funnel TheTradi0onalFunnelwasLinear 13. CRM Yesterday Priority:capturedatafordirectcommunica0ons S0llone-way,andadver0singfocused TheearnedmediawasaconsequenceandmeasureofloyaltyPaidOwnedEarnedMagazineCoupons MagazineInserts SurveyFormsMailers Inserts Events Email/PhoneMemberGetMember WOMDatabase 14. Exhibit 2 of 4 The consumer decision journey 3 Glance: 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.The Consumer Decision Journey Exhibit 2Exhibit title: The consumer decision journeyThe consumer decision journeyACircularJourney2 Consumers add or subtract brands as they evaluate what they want.1Active evaluationInformation gathering, shoppingThe consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.Initialconsideration set3 Ultimately, the consumer selects a brand at the moment of purchase.Loyalty loop Moment of purchaseTriggerPostpurchase experience Ongoing exposure4 After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.How consumers make decisions 15. CRM Today PaidMediatoacquirenewcustomersbydrivingthemtotheownedchannels Ownedchannelsareopportuni0estolearnmoreaboutcustomers,predictbehavior tounderstandandmeetneeds EarnedMediaisaplacormtobringtogetherinuencersandadvocatesto collabora0velyengage,amplifyWordofMouth,gatherandrespondtocustomer feedbackPaid GoogleAds DisplayAds SocialAdsOwnedWebsite (customcontent) EDM BrandCommuni0es CustomerServiceDatabaseEarned SocialMediaSites Bloggers Reviews Communi0es 16. Relationship with the Empowered Customer Learnwhoyourcustomerare Understandwhatyourcustomerswant Engagetheminadialogue Empowerthem! 17. DellListening and responding to what customers want Dellaskstheiruserstoopenlyrateandreviewtheirproducts Thefeedbackprovidesinputtoproductdevelopment Anyproductthathaveconsistentlylowerthan3starra