Download - Master C R M Chanels
Hanoi 2008
CRM
The Channels Call-centers & Sales Force Automation
Master Master Basic phases in CRM
Acquisition
Retention
Understand
Differentiate
Interact
Deliver
Develop
Personalize
Hanoi 2008
Overview of a call center in a CRM world
Master Master Call-centers technology
Telephone lines If possible with carried numbers
CTI (Computer Telephony Integration) Hardware that links the telephone lines & the
computers network Eventually, ACD (Automatic Call Distribution)
Software that distribute the calls using the CTI In function of different programmable criteria
Skills Languages Scripts
In function of the work-load
Master Master Call-centers methodology
Scripting the dialogueTo structure conversationAs guide-lines
Training people Inbound calling
DedicatedMulti-customer
Outbound calling
Master Master
6CRM software Company CRM software Company
ConfidentialConfidential66
IVRIVRIVRIVR DialerDialerDialerDialerPBX/ACDPBX/ACD
AgentAgent
CTICTICTICTIFraudFraud
ProtectionProtectionFraudFraud
ProtectionProtection
ProvisioningProvisioningProvisioningProvisioning
DataDataBridgeBridgeDataData
BridgeBridge
AccountingAccounting
DataDataReplicationReplication
DataDataReplicationReplication
Web
CRM CRM softwaresoftwareDatabaseDatabase
ChurnChurnManagerManagerChurnChurn
ManagerManagerDataDataWarehouseWarehouse
Fax, E-MailFax, E-MailFax, E-MailFax, E-Mail
CreditCreditCreditCredit
BillingBilling
CustomerCustomer
Blending SalesBlending Salesand Serviceand Service
Phone #:510-542-
8014
Phone #:510-542-
8014
Phone #:510-542-
8014
Phone #:510-542-
8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014Phone #:510-542-8014Phone #:510-542-8014Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Account Name Account Number Mobile Number Address Last Agent
ABC Computers 41359967 415/331-5643 4121 Lake StreetGray Cove, CA 94965
Steve James
Computers, Etc. 33789001 408/453-7895 650 River DriveRound Tree, CA 94080
Jennifer Lee
Hardy Stock, Inc. 84210956 510/908-8834 93245 Doyle StreetBay Center, CA 94521
Mark Wilson
Moore Brothers 12356732 916/487-6654 215 Walnut AvenueAubrey, CA 95821
Stacy Johnson
O’Hearn Technostuff 95285581 510/542-8014 235 Deep Cave CircleLiberty, CA 94505
Joan Taylor
TC Technology 65589354 916/483-9001 1453 Marcom DriveOak City, CA 95825
Mike Smith
Super Systems, Inc. 95285581 510/542-8014 5461 Maple StreetHilltop, CA 94506
Mary JonesAccount #:95285581
Account #:95285581
Account #:95285581
Account #:95285581
Account #:95285581
Account #:95285581
Account #:95285581
Account #:95285581
Account #:
95285581Account #:
95285581Account #:
95285581Account #
:
95285581
Account #:
95285581
Account #:
95285581Account #:
95285581Account #:
95285581Account #:95285581
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Last Agent:Joan Taylor
Hello, Mr. O’Hearn.This is Joan Taylor.Hello, Mr. O’Hearn.This is Joan Taylor.
Hello. I’m calling becauseI think there was an erroron my last bill.
Hello. I’m calling becauseI think there was an erroron my last bill.
Master Master
7CRM software Company CRM software Company
ConfidentialConfidential77
Master Master
8
ConfigurableConfigurableProduct PricingProduct PricingConfigurableConfigurable
Product PricingProduct Pricing
CRM software Company CRM software Company ConfidentialConfidential
88
Master Master
9CRM software Company CRM software Company
ConfidentialConfidential
IVRIVRIVRIVR DialerDialerDialerDialerPBX/ACDPBX/ACD
AgentAgent
CTICTICTICTIFraudFraud
ProtectionProtectionFraudFraud
ProtectionProtection
ProvisioningProvisioningProvisioningProvisioning
DataDataBridgeBridgeDataData
BridgeBridge
AccountingAccounting
DataDataReplicationReplication
DataDataReplicationReplication
Web
CRM CRM softwaresoftwareDatabaseDatabase
ChurnChurnManagerManagerChurnChurn
ManagerManagerDataDataWarehouseWarehouse
Fax, E-MailFax, E-MailFax, E-MailFax, E-Mail
CreditCreditCreditCredit
BillingBilling
CustomerCustomer
Blending SalesBlending Salesand Serviceand Service
Master Master
10
IVRIVRIVRIVR DialerDialerDialerDialerPBX/ACDPBX/ACD
AgentAgent
CTICTICTICTIFraudFraud
ProtectionProtectionFraudFraud
ProtectionProtection
ProvisioningProvisioningProvisioningProvisioning
DataDataBridgeBridgeDataData
BridgeBridge
AccountingAccounting
DataDataReplicationReplication
DataDataReplicationReplication
Web
CRM CRM softwaresoftwareDatabaseDatabase
ChurnChurnManagerManagerChurnChurn
ManagerManagerDataDataWarehouseWarehouse
Fax, E-MailFax, E-MailFax, E-MailFax, E-Mail
CreditCreditCreditCredit
BillingBilling
CustomerCustomer
Blending SalesBlending Salesand Serviceand Service
TicklerScreenTickler
InfoTickler
InfoTickler
InfoTickler
InfoTickler
Info
TicklerInfo
TicklerInfo
TicklerInfo
TicklerInfo
TicklerInfo
TicklerInfo
TicklerInfo
TicklerInfo
Master Master
11CRM software Company CRM software Company
ConfidentialConfidential1111
IVRIVRIVRIVR DialerDialerDialerDialerPBX/ACDPBX/ACD
CTICTICTICTIFraudFraud
ProtectionProtectionFraudFraud
ProtectionProtection
ProvisioningProvisioningProvisioningProvisioning
DataDataBridgeBridgeDataData
BridgeBridge
AccountingAccounting
DataDataReplicationReplication
DataDataReplicationReplication
Web
CRM CRM softwaresoftwareDatabaseDatabase
ChurnChurnManagerManagerChurnChurn
ManagerManagerDataDataWarehouseWarehouse
Fax, E-MailFax, E-MailFax, E-MailFax, E-Mail
CreditCreditCreditCredit
BillingBilling
CustomerCustomer
Blending Sales and Blending Sales and Service: 3 days latterService: 3 days latter
LoyaltyLoyaltyTeamTeamAgentAgent
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014Phone #:510-542-8014Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Phone #:510-542-8014
Hello.Hello.
Master Master Key Performance Indicators in C.C.?
Number of calls treated Inbound Outbound
Average time before hang-up E.g.: 80% before 20 seconds
Number of calls lost Average solution time
Per agent Depend on the script Vary in function of In-bound or Outbound
In Outbound, success rate
Hanoi 2008
Sales Force Automation
The funnel
Master Master What’s Sales Force Automation?
It’s a process that tends to manage information in order to enable the sales force to be more efficient
But also keep the management informed and able to do its job: manage Instant information (before accounting)Forecast
More often used in Business to Business
Master Master CRM global architecture
Market placeLegal environementTargets & Segments
Frontoffice
Backoffice
Supplier PartnerEDI EDI
Company
Master Master CEO Expectations for IT Investment Are Changing
0%
20%
40%
60%
80%
100%
1992 1997 2002 (est)
Improve Cost EfficiencyDrive Corporate Revenue Growth
Source: Accenture
Master Master Unprecedented Focus on Sales Execution
0%
20%
40%
60%
80%
100%
1992 1997 2002 (est)Cost Efficiency vs Revenue Growth
Change in CEO ExpectationsChange in CEO Expectations
Severe Economic PressureSevere Economic Pressure
Channel SalesChannel Sales
TelesalesTelesales
Field Sales Field Sales
Web SalesWeb Sales
Master Master Sales Force Challenges
Best PracticesBest Practices
Selling KnowledgeSelling Knowledge
PipelinePipelineVisibilityVisibility
SalesSalesEffectivenessEffectiveness
MotivationMotivation& Focus& Focus
Master Master Sales Force Challenges
Best PracticesBest Practices
Selling KnowledgeSelling Knowledge
PipelinePipelineVisibilityVisibility
SalesSalesEffectivenessEffectiveness
MotivationMotivation& Focus& Focus
Low Customer Face TimeLong Sales CyclesLow Win RatesLimited Up SellingPoor Team CommunicationInsufficient Skills Long Ramp TimeHigh Rep Turnover
No View of Top Opp’s
Sales Cycle Bottlenecks
Limited Diagnosis
Inaccurate Forecasts
Inadequate “Coaching”
Incentives Not AlignedReps Not FocusedNo “Line of Sight”No View of AttainmentCan’t Model Plan ChangesDelayed Plan Changes
Inconsistent Language, Tools, and ProcessesInconsistent Roles & ResponsibilitiesNo Common “Face to the Customer”
“Islands” of Customer, Product, & Competitive Information
Difficult to Navigate
Information Not Current or Relevant
Master Master Lessons Learned from Early “Sales Force Automation”
1. “Selling” is NOT a LINEAR PROCESS.
ProspectProspect
CloseClose
IdentifyIdentify
ProposePropose
QualifyQualify
Sales CycleSales Cycle
PlanPlan
ResearchResearch
SupportSupport
CoordinateCoordinate
ReportReport
Follow-UpFollow-Up
Master Master Lessons Learned from Early “Sales Force Automation”
1. “Selling” is NOT a LINEAR PROCESS.
2. There is no shortage of information – the challenges are ACCESS, RELEVANCE, & CURRENCY.
CustomerCustomerInformationInformation
OrderOrderManagementManagement
Product Product InformationInformation
CompetitiveCompetitiveIntelligenceIntelligence
SalesSalesTeamTeam
Master Master Lessons Learned from Early “Sales Force Automation”
1. “Selling” is NOT a LINEAR PROCESS.
2. There is no shortage of information – the challenges are ACCESS, RELEVANCE, & CURRENCY.
CustomerCustomerInformationInformation
OrderOrderManagementManagement
Product Product InformationInformation
CompetitiveCompetitiveIntelligenceIntelligence
SalesSalesTeamTeam
SimplifiedSimplifiedNavigationNavigationOwnershipOwnership
MaintenanceMaintenance
Master Master Lessons Learned from Early “Sales Force Automation”
1. “Selling” is NOT a LINEAR PROCESS.
2. There is no shortage of information – the challenges are ACCESS, RELEVANCE, & CURRENCY.
3. Productivity = Efficiency + Effectiveness + Teamwork
Nbr of RepsNbr of Reps
# Sales # Sales EffectivenessEffectiveness
Focus onFocus onEffectivenessEffectiveness
Focus onFocus onEfficiencyEfficiency
Focus on TeamworkFocus on Teamwork
Master Master Lessons Learned from Early “Sales Force Automation”
1. “Selling” is NOT a LINEAR PROCESS.
2. There is no shortage of information – the challenges are ACCESS, RELEVANCE, & CURRENCY.
3. Productivity = Efficiency + Effectiveness + Teamwork.
4. Focus on EFFECTIVENESS not CONTROL.
= if the sales rep doesn’t see value in the solution, they won’t use it!
Master Master Lessons Learned from Early “Sales Force Automation”
1. “Selling” is NOT a LINEAR PROCESS.
2. There is no shortage of information – the challenges are ACCESS, RELEVANCE, & CURRENCY.
3. Productivity = Efficiency + Effectiveness + Teamwork.
4. Focus on EFFECTIVENESS not CONTROL.
5. The solution must address ALL CHANNEL ...
Master Master Common Experience Across All Channels
Channel PartnersChannel Partners
Web & EmailWeb & Email
Field Sales Field Sales
Call CenterCall Center
CustomersCustomers
CustomerCustomerInformationInformation
MarketingMarketing
AnalyticsAnalytics
Back OfficeBack Office
Master Master A good SFA tools helps to …
Grow revenues more quickly, predictably and profitably Focus on the Right Deals at the Right Time Cross-sell with More Success and Create Deeper Customer
Relationships
Respond more effectively to sales opportunities Enable a Comprehensive Team-based Sales Strategy Know Customer Buying Preferences and Respond Appropriately
Better manage sales forecasts, territories and incentives Gain the Insight to Make Better Sales Coverage Decisions Align Sales Compensation with Corporate Goals
Master Master
Drive best practices throughout the sales organization Improve Communications with Comprehensive Sales
Methodologies Share Knowledge Globally on Sales Process Improvements
Deliver a robust solution with proven financial ROI Implement a Multi-Channel Solution with Advanced Mobile
Solutions Build on the Proven Success of Leaders in Multiple Industries
A good SFA tools helps to …
Master Master Pipeline Visibility
OpportunityOpportunityManagementManagement
PipelinePipelineManagementManagement
AccurateAccurateForecastingForecasting
QuantitativeQuantitativeHow Much?How Much?When?When?Odds?Odds?
QualitativeQualitativeSales Stage?Sales Stage?Political Structure?Political Structure?Strategy?Strategy?Milestones?Milestones?Competitors?Competitors?Decision Issues?Decision Issues?Solution?Solution?
QuantitativeQuantitativeRevenue by Sales Stage Revenue by Sales Stage Revenue by CompetitorRevenue by CompetitorAverage Sales CycleAverage Sales CycleOppty Aging by StageOppty Aging by Stage
QualitativeQualitativeSales Cycle IssuesSales Cycle IssuesMarketing RequirementsMarketing RequirementsCompetitive IssuesCompetitive IssuesRep EffectivenessRep EffectivenessProcess BottlenecksProcess BottlenecksTeamwork IssuesTeamwork IssuesACTIONSACTIONS
QuantitativeQuantitativeBy TerritoryBy TerritoryBy ProductBy Product
QualitativeQualitativeRep AccuracyRep AccuracyBusiness CyclesBusiness Cycles
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectivenes
s
Motivation& Focus
Master Master Pipeline Visibility
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectivenes
s
Motivation& Focus
Master Master Forecasting
Management QueryManagement QueryOrOr
Field Roll-UpField Roll-Up
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectivenes
s
Motivation& Focus
OpportunityOpportunityManagementManagement
PipelinePipelineManagementManagement
AccurateAccurateForecastingForecasting
Master Master Sales Analytics
Sales Analysis Customer Profiling Sales Performance Lead Quality Competitor Sales Trend Product Profitability
Channel Analysis Channel Performance Lead Generation Opportunity Aging Channel Activity Quotes & Orders Channel Profitability
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectivenes
s
Motivation& Focus
Master Master Sales Effectiveness
Automated Creation of Key Deliverables Quotes & Orders Proposal Generator Presentation Generator Customer Correspondence
AccountAccount
OpportunityOpportunity
SolutionSolution
Pre-DefinedPre-DefinedTemplatesTemplates
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectiveness
Motivation& Focus
Master Master Good SFA toolis Multiplatform
Mobile Client
Connected Client
Portal Handheld Client
Intranet/InternetIntranet/Internet
Wireless Client
Voice Recognition
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectiveness
Motivation& Focus
Master Master Partner/customer portal
Rapidely changing informationPrices Brochures Other marketing material
To be sure the partner/customer have got the latest and correct information
He log into the portal and get it from the company
Share information leads to loyalty
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectiveness
Motivation& Focus
Master Master
Sales force information centerOn a portal
Partner/customer portal
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectiveness
Motivation& Focus
Master Master Motivation & Focus
MOTIVATEMOTIVATE
CLOSECLOSE
IDENTIFYIDENTIFY
PROPOSEPROPOSE
QUALIFYQUALIFY
FOCUSFOCUS
COMPENSATECOMPENSATE
Effective Sales PlansEffective Sales Plans
Incentives Aligned with Business StrategyIncentives Aligned with Business Strategy
No Conflicts Across Complex Sales TeamsNo Conflicts Across Complex Sales Teams
Clear “Line of Sight” for Each RepClear “Line of Sight” for Each Rep
Immediate Access to ObjectivesImmediate Access to Objectives
Immediate Access to AttainmentImmediate Access to Attainment
Immediate Communication of Plan ChangesImmediate Communication of Plan Changes
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectiveness
Motivation& Focus
Master Master Selling Knowledge
Channel PartnersChannel Partners
Web & EmailWeb & Email
Field Sales Field Sales
Call CenterCall Center
CustomersCustomers
CustomerCustomerInformationInformation
MarketingMarketing
AnalyticsAnalytics
Back OfficeBack Office
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectiveness
Motivation& Focus
Selling Knowledge
Master Master
Technology Process People
Channel Partners
Web & Email
Field Sales
Call Center
Marketing
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectiveness
Motivation& FocusGood SFA :
Techno + Process + People
Master Master Why it can fail ?
The human factorLack of management implication
MotivationUse the tool to put pressure
Sales personnelTry to keep the information about contactsDoesn’t see the advantage of the solutionFeels controlled
IT department Goodwill to implement and maintain packages
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectiveness
Motivation& Focus
Master Master Why it can fail ?
The software factorBad tool selection
Unmatched business processesComplexity of adaptation Integration process
Temptation to adapt company’s processes to software instead of the opposite
Cost / ROICost of implementationTime to deliver result
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectiveness
Motivation& Focus
Master Master What is important in SFA
"Management commitment" is probably the most important factor determining the success of CRM implementation and execution
1. Time Management basic skills prioritization delegation to do lists
2. Motivation 3. Evaluations 4. Role Model 5. Follow – up : Data Quality Control
Best Practices
Selling Knowledge
PipelineManagement
SalesEffectiveness
Motivation& Focus
Hanoi 2008
Main SFA functions
Master Master The key functions
Sales force information Management information Leads qualification Contact Management Territory management Offer Management
Master Master The key functions
Sales force information center Global vision
On a portal On reports
Personnal Accessible via
A desktop PC A protable (mobile or virtual offices) Mobiles PDA’s, ...
Master Master The key functions
Sales force information centerAccessed by PDA’s and WAP mobiles
Limited set of informationAgregates
Portable PC’sConnected by standard linesConnected by mobiles
… and even standard PC’s
Master Master The key functions
Management information centerAnalyze company’s customer walletManage the work forceAssign taskForecasting
“managing a company by looking at accounting figures, it’s like driving and looking only in the rear mirror …”
Master Master The key functions
Management information center
Master Master Management information center
Expenses reports
Master Master The key functions
Contact information
Master Master The key functions
Agenda & Planning
Master Master The key functions
Territory management Connect prospects to the optimal partner or sales
man Geographicaly By sales volume or potential By competence
makes it easy to quickly find appropriate, trusted, business partners
For customers Partners Call center staff Sales force
Master Master Some SFA tools
ACT!SuperOfficePivotalSiebelOracleSap CRMSalesforce.comZoho.com
Hanoi 2008
CRM
Marketing Automation&
Campaign Management
Master Master Basic phases in CRM
Acquisition
Retention
Understand
Differentiate
Interact
Deliver
Develop
Personalize
Master Master CRM global architecture
Market placeLegal environementTargets & Segments
Frontoffice
Backoffice
Supplier PartnerEDI EDI
Company
Master Master Marketing automation
Global framework
Communication& Integration
Processes &PerformanceOffered
Services &Motivation
Applications &Technologie
PeopleSkills &PoliciesPlanning &
(Team)Management
KnowledgeManagement
ChannelManagement
MarketingAutomation
Master Master
DatabaseOne customer
with many interactionsto one company
Decision Support System
Customer
Cards & POS
Call center & Audiotext
Internet& Extranet
Sales Force Automation
Mail, Fax & Coupons
E.I.S. & OLAP Data Mining Campaign Mgmt
Type of toolsType of tools
C.M. C.M. C.M. C.M. C.M.
Master Master Marketing automation
Automated interaction
“More and more, companies are using interactive technology to communicate with customers without human intervention and giving access to more parts of the company and even to partners.”
Bruce Kasanoff, CEO of Accelerating1to1
Master Master Marketing automation
But marketing automation is more about changing the way we do business and interact with the customerEfficiently in each channelTrough all coordinated channels
If you're sending the wrong message to the wrong customer it doesn't matter how fast or cost-effective you become. It still won't increase revenues
Master Master Marketing automation
Creativity cannot be automated ! Marketing automation doesn ’t save you from being
good at: Strategic positionning Action planning Action design and layout Analysing the results
Marketing automation helps only at improving operations Send up reaction times Efficency in action deployment and follow-up
Master Master Communication Process
Organization
WHO do you want to
communicate with ?
WHAT do you want to communicate
HOW do you organise the
communication
RESULT of your communication
process
Master Master Campaign Management
Target selections Criteria management List manegement
Campaign planning Message definition Sequence of actions & reactions
In function of objectives of the marketing plan Available channels to handle customer responses
Campaign execution In function of the channel Keep trac of the responses
Respons analysis Actions responses Return On Invest
Master Master Campaign classical structure
Marketing plan Strategic objectives Duration
Campaigns Communication objectives Global budget
Actions Channel & Media Planning
Timming Synchronisation
Promotions Costs elements
Master Master Functions & tools needed
Organization
Target Selection
MessageDefinition
Interactionmanagement
ResultsAnalysis
Master Master Target selections
Selection tools External OLAP tools Selection module included in the C.M. tool Standard SQL selections
Operations Define the target Count the number of contacts in a targeted group Define the selection criteria Attribute the criteria to the selection group Select the contacts Use other defined group for deduplication
Master Master Target Selection
Select list
Select graph type (2D, 3D, bar, line, pie,...)
Select what you want to see
Drill down on audience
Mail report, print report,...
Master Master Target Selection
THEN:
Define audience segment through point-and-click
FIRST:
Explore your contact potential•Look for interesting target groups•Get insight in relevancy
Master Master Message definition
Communication objective(s) E.g.: Traffic building, reward, …
Offer E.g.: A car to win, -20%, Extra service …
Call to action E.g.: Call now to book your test drive, Come visit us,
Answer the questions … Tone of voice
E.g.: Dynamic, Classical, Official, … Style
E.g.: Short, promotional, serious, … Message text
Master Master Message definition
Selected Test-userYVETTE DUCHAMPSPersonnal message
Not subscribed to newsletter
Master Master Campaign execution
In function of the channel Import the selections in the C.M. tool Plan the type of response(s)
Same channel Other channel Non foreseen responses
Find the way to integrate the action responses Merge the creation material and the data
Personnalization Pay attention to the way the customer will get the result
Master Master
• ‘Communication is about conversations with contacts’ • Automate communication scenarios!
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Campaign execution
Interaction management
Master Master
Guide contacts to your BUSINESS GOAL with Microweb:- Lead acquisition- Product upsell- ...
audience
Invitation mail
Filter: personalize microweb
Survey form1
Survey form2
Interprete result
Populate list
Response page
Master Master Respons analysis
Numer of responses Quality of the responses Costs
Fix costs Creation In production Management (DB, Marketing, …)
Variable costs Production / contact
Printing Production Sending (e-mail, post, media)
Promotion rewards Return On Invest
Master Master
Select your view:-Time period-Unique users vs overall actions
Master Master Opposition between KPI’s
Quality of service vs Cost of operations Long inbound calls Live call vs automated treatment Use of call number in communication
Revenue per customer vs CRM Investment Segmentation Integration costs
Life Time Value vs Actual ROI Elements of the calculation
Etc, …
Hanoi 2008
Campaign Management in the different channels
Master Master Technical solutions
Example of campaign management tool screens
Master Master Campaign Management in channels
Interactive Voice Respons Automated call handling
Use dial tone (E.g. Phone banking, Fax back) Voice recognition
In Call Center With CTI and ACD Inbound
To mange responses to a campaign Depend on the application
Outbound Using scripts Tele sales operator
Master Master Campaign Management in channels
Inbound call-center operations
Master Master Campaign Management in channels
Fax Automated fax system
time of sending fax responses
e-mailing Inbound
Structure mails Text minning tools e-mail fulfilment tools
Outbound List management Broadcasters
Master Master Campaign Management in channels
Mailings Address extraction Memorized send mails
Creation List of contacts
SFA List integration in the SFA tool To do definition Follow-up tracking
SMS Short message broadcast platform Interaction scenarios management
Others: Bannering, ...
Hanoi 2008
Key steps in marketing automation projects
Master Master The key steps
1. Develop a Vision Like any automation project, companies need to understand
the problems they're trying to solve. Maximize the automation effort by identifying where you can
make the quickest gains. Consider how the marketing automation system will fit with
existing marketing processes existing systems other company systems
Data sources Specific campaign management systems
Master Master The key steps
2. Understand the Organizational Impact Take a holistic approach Identify all the areas that touch customers
marketing sales telesales customer service
Consider opportunities to implement marketing tools such as auctions, exchanges and portals
Consider the human factor (egos and power struggles) Customer ownership presents a major obstacle Senior management must encourage employees to look at
marketing automation as an alternative approach
Master Master The key steps
3. Think Process First When you're talking about automation, you're talking
process. Many aspects of marketing are process-oriented
Planning steps for marketing activities Action execution Coordination and data acquisition
Some software products have work-flow built into them: If the processes aren’t thought through, it will be useless Don’t use predefined model that doesn’t match your goals You have to choose a process yourself and train the people so
they're ready for it and then automate it
Master Master The key steps
4. Organize Around the Customer Add new channels to the marketing mix multiplies the
complexities of managing marketing messages Product managers may be targeting unrelated messages to the
same people Multi-channel communication increases complexity
New communications technology dictates the need for new forms of customer interaction
Accomplished through developing teams to manage particular customer segments.
Design the right mix of promotions and campaigns to suit the customer
Master Master The key steps
5. Earn Customers' Trust most marketing automation systems today are being used to
supercharge communication Sales commission-based way of doing business Risk of bother the customer Making it harder and harder to reach them over time.
Use the technology to establish a more powerful and profitable way of satisfying customer needs
Permission marketing Don't betray a customers' trust by selling their information on the
open market Earn the customer's trust and willingness to share information
Opt-in lists Contact them only when it's really in their interest
Master Master The key steps
6. Monitor Data Integrity The foundation of any successful automation project is a clean
database Ongoing data quality Update procedures Develop data dictionary master file which defines the terms used
in the database (meta data) Put business users in charge of data categories
products customers sales
Give IT an person in the company to help Managing the data in chasing down and solving problems
Master Master The key steps
7. Choose Software Carefully You need to make sure you understand how the components
will fit together with your other systems. Ask vendors to show you
How information will get merged How much code needs to be written How quickly it can be implemented
Ask the vendors to demonstrate their products through a prototyping exercise.
Find out how the software handles a real-life situation within your own company
Better appreciation for what the software can and can't do
Master Master The key steps
8. Watch Outsourced Components When technology is constantly changing, outsourcing pieces
of your marketing automation can be an excellent alternative install a million-dollar software application host it for $15,000 to $20,000 per month
Your outsourcing strategy should be consistent with the information that you need Make sure they're capturing and keeping information for future
business Make sure the hosted applications aren't core to your business
Master Master The key steps
9. Test and Learn Technology is allowing marketers to understand which
promotions or campaigns appeal to specific audiences. analytical capabilities are often underutilized
Data mining OLAP
What's needed is a rigorous campaign management discipline strong planning codified the campaign development process analytical capabilities use a scientific method to continually refine the mix understand customer buying behavior
Master Master The key steps
10. Work Toward Cross-Channel Consistency One of the problems with marketing automation is that
customer intimacy tends to be implemented in bite-sized pieces.
Insure that each individual channel is well managed make sure they're being treated well across all channels
Providing consistent high-level service across all channels will become increasingly important.
The next challenge will be real-time synchronization across all channels
More complicated than off-line campaign management Need a better technology integration
Hanoi 2008
Case Study
Happy Days on-line activities
Master Master
• Volumes of almost 250.000 e-mail contacts • Mailings are profile-driven
large data uploads for every campaign• Campaign creation time consuming in ASP mode• In house response management• Internet infrastructure available at Happy Days• Email & Internet competence available at Happy Days• High-volume & high frequency
clear ROI for in-house product
Case study: Happy Days
Master Master
Strategy Subscription on Website Syncronisation with corporate off-line database Initiate email communication with objectives
Branding of Happy Days Increase number of pageviews on Happy Days
website Motivate people to register on the website Convince people to redeem their points online
Case study: Happy Days
Master Master
ListOpt-in email addresses via website
Almost 120.000 email addresses of people who registered via the Happy Days website
Opt-in email addresses from paper formsAlmost 80.000 email addresses of people who
indicated opt-in when subscribing to the Happy Days program
Case study: Happy Days
Master Master
Content Dynamic content
Content in 2 languages: French & Dutch Content segmentation based profile info Personalized greetings, points balance,.. Contact sensors to monitor site impact
Static content Links to Happy Days website Announcements about the program Events linked with the program Contests ...
Case study: Happy Days
Master Master
Personalized greeting
Points balance
Product promotions
Announcements
Case study: Happy Days
Master Master
Delivery E-mail is being sent in auto-sense format:
E-mail is being displayed in HTML or plain text at the recipient, depending on his e-mail client (Outlook / Outlook Express / ...)
Repartition HTML – Plain text± 90% HTML (more effective)± 10% plain text
Bounced mails are flagged in the database
Case study: Happy Days
Master Master
Response Unsubscription rate : 0,59 % Total clickthrough rate : 40,64 % Active period of mailing : ± 1 week
Case study: Happy Days
Master Master
9/03/02 13/03/0 17/03/02 21/03/0 25/03/0 29/03/0
Impact on website: Visitor sessions
E-mail send
x 6
Permanent raiseof ± 30%
Case study: Happy Days
Hanoi 2008
Thanks again for your attention !