marketing automation and customer experiences : best and next practices [english]
DESCRIPTION
Presentation done for Neolane Evolution 2012. Highlights best practices to combine Marketing automation and customer experience managementTRANSCRIPT
Marketing automation
and customer experiences :
best and next practices
in the Consumer Industries
Alexandre Losson : Managing Director CRM EMEA – Business & Decision
Jean-Michel Franco : Solution Director – Business & Decision
Loïc Lecomte : CRM IT Project Director - Auchan
Business & Decision is a
Global Consulting and System Integrator
2010 revenue : 237 M€
a Multi-Specialist 2800 Employees 19 countries
BI
PM
CRM EIM
E-bus
2
Unique expertise recognized globally by independant industry analysts
• Business Intelligence & EPM “BI World-Wide Magic Quadrant”. Gartner
• Customer Relationship Mgt & MDM “CRM European Magic Quadrant”. Gartner
• E-Business “Where To Find Help For Interactive Design Projects In Europe, 2011”. Forrester
CRM @ Business & Decision
• 3 Suisses
• Club des Créateurs
de Beauté
• Damart
• Danone
• Davigel
• Auchan
• Caisse d'Epargne
• Carrefour
• Cdiscount
• Club des Créateurs
de Beautés
• Crédit Agricole
• Editions Francis
Lefebvre
• Equipe.fr
• Groupama
• Groupe Moniteur
2010
Revenue 50.1M€
Our track record with Neolane
Our experiences in the consumer industries
Our activity by regions
North America
14%
Benelux 9%
Switzer-land 6%
Other EMEA 11%
UK 5%
France 55%
• Groupe Lucien Barrière
• MEDIATIS
• MMA
• Mornay Services
• PSA
• Samsung
• Sephora
• SNCF Voyages
• Société Générale
• Thalys
• Ventesprivées.com
• Piscines Desjoyaux
• ETAM
• Seb
• Sephora
• Yoplait
• Yves Rocher
Our approach for Customer Experience Management
EIM
MDM
ECM
Dématérialisation
……
……
……
……
Marketing
Lead Management
Sales
Service Fullfiment
Performance Mgt
Packaged
software
ALERTER
Search engine
Real Time
Marketing
Augmented reality
Social CRM
M. Commerce
Lead Management
Mobile CRM
Social CRM
Search marketing
Mobile devices
Cross channel
Self-service
BPM
Feed back
management
EIM
MDM
Data Quality
Rules Engine
Digital asset
repositories
CRM processes
based on a long-
lasting foundation
A relational
model with
customer paths that
take all channels
into consideration
The use of IT
innovations to
improve sales
experience and
efficiency
Leverage robust
and shared
repositories
( customer, pro-
duct, sites…)
Focused on transactions
and business process
Aiming at enterprise
efficiency, revenue growth,
cost cutting…
Time is now for convergence
Focused on interactions
and conversations
Aiming at customer
experiences, satisfaction,
loyalty and advocacy
6
Customer experience
Pro
ductivity
Balancing Customer Experience With Marketing
Productivity : the Gartner marketing map
Leveraging social CRM to drive customer centric
journeys across the customer live cycle
Source : Fabio Cipriani
Enterprise social networks : how to align with your
CRM initiatives ?
Target
Internal focus Inside-out Outside in
Ad hoc Linked
With processes
Process
driven,
Functional scope
Example of Engagement scenario : from an « unknown » follower …
to a qualified contact … to a promoter
Business Benefits Development of customer loyalty through value added services Recency and frequency of contacts Real time monitoring of the voice of the customer, ability to react very facts to complaints or crisis Boosting of sales transformation rate through recommendation and viral marketing Extended customer 360° view
Event :
Your brand is quoted in
a social network
Feedback
and incentive
to dialog
3 days Incentive to join
the private
community -> get
Opt In
Your
community.com
Customer data consolidation
in the CRM system
Engagement
scenarios for
recency and
frequency
Satisfaction
survey
Comments on
web site
YourOnLineCatalog.com
Return to a wave of innovation at the root?
Marketing
Need to reconsider
legacy processes and
information technologies
Technologies
•Ubiquitous
•Context sensitive
•Elastic
•Pay per use (Opex vs Capex)
•Exogens
People
•Self service
•Personnalization
•Social
•Emotions and expérience
• Always on (connected)
Business
•Agile
•Transparent
•Exception base
•Real time
Information
•Over-abundant
•The engine, rather than the fuel
•Transparency and surveillance
•Gouvernance rather than management