de lijn | the road towards customer engagement | #dmf2013
DESCRIPTION
De Lijn has known a continuous growth in number of travellers since 2000. Increasingly acknowledging the importance of the relationship with the customer, De Lijn is transforming from a product driven organization into a customer centric organization to continue this growth. To help realize this, De Lijn, Selligent and RealDolmen are creating a future proof marketing platform that will improve the customer experience and optimize marketing campaigns.TRANSCRIPT
www.realdolmen.com
THE ROAD TOWARDS
CUSTOMER ENGAGEMENT
DIGITAL MARKETING FIRST
#DMF2013
At De Lijn
Maarten Bekaert
RealDolmen
CRM Consultant‘Technology Marketing’
Previous:Cantab / Velocitas / HP – Lead Manager GWE
DIGITAL MARKETING FIRST
#DMF2013
THERE IS NOTHING PERMANENT, EXCEPT
- Heracl itus
C H A N G E
DIGITAL MARKETING FIRST
#DMF2013
IS CHANGING TOO. . .
MARKETING
contactContent
King
is
all about me
ME
ME
ME!
The Customer
J o u r n ey
Unstructured
Unpredictable
Individual
Cross channel
Marketing
at De Lijn
De Lijn
Vlaanderen
Antwerpen Limburg Oost-Vlaanderen Vlaams-Brabant West-Vlaanderen
• Above the line marketing
• Limited e-mail
• No segmentation
• Local campaigns
• Dispersed marketing tools
• Re-inventing the wheel
DIGITAL MARKETING FIRST
#DMF2013
Set out your route
Personalized marketing
Preference based marketing
Share knowledge
Align central & local campaigns
First stop
igdata
CDICustomer
DataInformation
Second stop
+
Marketing automation
Campaign management
Conversation marketing
Marketing resource management
Budget & Planning
Contact preferences
Interactive marketing
+
START
Opt-in campaigngather email adresses
Landing page
Multi page webform
DIGITAL MARKETING FIRST
#DMF2013
comingnext?
DIGITAL MARKETING FIRST
#DMF2013
Personalized marketing
Travel route info
Subscriber retention
DIGITAL MARKETING FIRST
#DMF2013
Drive up digital interactions…
… but not all the wayNew campaigns
New website
Integrate mobile apps?
…
DIGITAL MARKETING FIRST
#DMF2013
DIGITAL MARKETING FIRST
#DMF2013
For more information:
visit our website WWW.REALDOLMEN.COM/CRMbyTraviata
For more information:
visit the website www.selligent.com