speed-trap crm 2.0. survey
DESCRIPTION
http://econsultancy.com/reports/crm-2-0-report The CRM 2.0 Report, published by Econsultancy in association with Speed-Trap, is based on an online survey of more than 500 companies. The research looks at how customer relationship management is evolving and examines the extent to which organisations are able to integrate online and offline data to provide a more relevant and personalised customer experience, and drive better business performance. We examine the extent to which companies are practising "CRM 2.0". According to this research, there is a significant gap between what companies are doing in order to optimise and personalise the customer experience, and what they would like to do.TRANSCRIPT
Linus GregoriadisResearch Director Econsultancy.com
Email: [email protected]
Website:http://econsultancy.com
CRM 2.0 Report 2009
Sponsored by Speed-Traphttp://econsultancy.com/reports/crm-2-0-report
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
Overview Methodology Findings
CRM 2.0Implementing a CRM 2.0 strategyIntegration of offline and online data Optimisation and personalisationBarriers to data collection and integrationQuestions
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
Methodology Online survey in November and December 2008 More than 500 respondents
273 clients 209 agencies Best represented sectors: Retail, financial services, publishingMajority of respondents UK based
CRM 2.0 Survey Report | http://econsultancy.com/reports/report-u
CRM 2.0
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
What is CRM 2.0? No longer top-down, one-dimensional approach Rather it is about:
Recognising the impact of customer empowerment
Building interactive communities Mutual value for company and customer –Collaborative effort
Customer strategy is corporate strategySource: CRM 2.0 wiki
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
Attributes of CRM 2.0 Attributes:
Putting customers at the heart of decision-makingCommitment to creating customer conversationsTreating customers as individuals (online or
offline)Focus on personalisation and targetingIntegration between online and offline Capture and act upon behavioural dataCross-channel approach to personalisation and
targeting
CRM 2.0 Survey Report | http://econsultancy.com/reports/report-u
Implementing a CRM 2.0 strategy
To what extent are the following statements true for your organisation?
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
34%
26%25%
21%
16% 16%
13%11%
0%
5%
10%
15%
20%
25%
30%
35%
40%
We put customers at the
heart of our decision-making
We are committed to
creating customer
conversations
We treat customers as individuals,
whether online or offline
We are focused on
personalisation and targeting
We capture behavioural data
Our online and offline
marketing are integrated
We act upon behavioural data
We take a cross-channel
approach to personalisation
and targeting
'Yes, very much so'
To what extent are the following statements true for your organisation?
Companies still have a long way to go in their move towards CRM 2.0
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
43%
33%30% 30% 30% 28%
25%
15%
14%
21%
11%7%
12%
6% 14%
1%
0%
10%
20%
30%
40%
50%
60%
We take a cross-channel
approach to personalisation
and targeting
We act upon behavioural data
We are focused on
personalisation and targeting
We treat customers as individuals,
whether online or offline
Our online and offline
marketing are integrated
We are committed to
creating customer
conversations
We capture behavioural data
We put customers at the
heart of our decision-making
'Not really' or 'definitely not'
Not really Def initely not
CRM 2.0 Survey Report | http://econsultancy.com/reports/report-u
Data collection
Where do you collect data relating to the online channel?
The most common data sources include email platforms (66%), web servers (64%), and online surveys and research (63%).
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
66% 64% 63%
47% 46%
17%
12%
0%
10%
20%
30%
40%
50%
60%
70%
How do you collect data relating to the online channel?
Web analytics platforms (87%), onsite search data (49%), and traditional log analysis (42%) are the most commonly used methods.
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
87%
49%
42%
28%24%
19%
10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Web analytics tagging
On-site search data
Traditional log analysis
Ad serving platform
User ratings and reviews software
Online reputation and
buzz monitoring tools
Tag-free user interface capture
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
Data collection Sharp contrast between data actually collected and data thought to be useful
Behavioural data: most useful (according to 68% of companies) but only collected by 45% of organisations.
Geographical: not widely seen as useful, yet collected by 80% of organisations.
Beyond just data collection, companies need to use data to gain actionable insights.
Which of the following types of data do you collect or would you like to collect?
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
Most collected: geographical (80%), content viewed (74%) Would like to collect: aspirational (62%); engagement (38%)
80%74% 70% 67% 66%
53%45%
38%
24%
14% 24%26%
26%18%
34% 46%52%
62%
6% 2% 4% 6%16% 14% 9% 9% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Geography Content viewed
Frequency Recency Monetary / transactional
Demography Behavioural Engagement Aspirational (i.e. they looked or
searched for things they
did not purchase)
Yes, we collect No, but we would like to No, we don't collect
Which of the following types of data are useful for targeting information or offers?
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
Most useful: behavioural (68%), transactional (64%), content viewed (62%)
68% 64% 62% 61% 59% 59%52% 49% 47%
28%28% 35% 35% 35% 34%
36% 45%42%
4% 7% 3% 4% 6% 8% 12% 7% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Very useful Quite useful Not useful
CRM 2.0 Survey Report | http://econsultancy.com/reports/report-u
Integration of online and offline data
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
Storing customer records 79% of companies are multichannel (online and offline). 70% have a central repository for storing customer records.
This data warehouse includes data from the online channel, according to 74% of companies
How many individual online customer records does your company handle?
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
1%
4%
8%
17%
11%
10%
7%
13%
14%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
None Fewer than 1,000
1,000 to 10,000
10,000 to 50,000
50,000 to 100,000
100,000 to 500,000
500,000 to 1 million
1 to 5 million More than 5 million
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
Software Business Intelligence software used includes:
CRM software used includes:
Marketing automation software used includes:
Are you able to link data from the online channel with back office systems?
65% of companies are able to link online data to back-office systems
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
20%
45%
28%
Yes, definitely Yes, somewhat No
What types of data are you able to link up with back office systems?
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
51%
75% 75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Visit Customer Transaction
CRM 2.0 Survey Report | http://econsultancy.com/reports/report-u
Optimisation and personalisation
Are you able to perform any of the following techniques to optimise the user experience?
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
47%
36% 36%
25%
22%
17%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Segmentation A/B testing Personalisation (based on history)
Multivariate testing Link online and offline data
Link real-time and historic customer
data
Real-time personalisation
(based on behaviour)
'Yes, we do this'
Are you able to perform any of the following techniques to optimise the user experience?
Although many companies are not yet using these techniques, the majority aspire to using them in the future.
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
73% 72%
64%
59%54%
50%48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Real-time personalisation
(based on behaviour)
Link real-time and historic customer
data
Link online and offline data
Multivariate testing
Personalisation (based on history)
A/B testing Segmentation
'No, but we would like to'
To what extent does your organisation recognise that a visitor to your website will not always be “wearing the same hat”?
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
14%
48%
27%
0%
10%
20%
30%
40%
50%
60%
Yes, we recognise this and act upon it Yes, we recognise this but don't act upon it
No, we don't recognise this
CRM 2.0 Survey Report | http://econsultancy.com/reports/report-u
Barriers to data collection and integration
What are the main obstacles to successfully tying up online and offline customer data?
Other business priorities are preventing companies from successfully tying up online and offline.
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
50%
39%38% 38%
27%
21%
18%
0%
10%
20%
30%
40%
50%
60%
Other business priorities
Relating online data to actual
customers
Prohibitive cost Organisational culture
In-company politics
Lack of business case
Inaccuracy / unreliability of
online data
Would you say that your organisation gets the type of data it needs from the online channel?
41% say that they don’t get required data from the online channel
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
9%
48%
41%
0%
10%
20%
30%
40%
50%
60%
Yes, definitely Yes, pretty much No
Barriers to obtaining a single view of the customer
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
“We cannot currently link online customer
behaviour to a specific customer. Nor do we
import offline data into our analytics system.”
“Lack of in-house resource to really
look at and understand the
data.”
“The fact that different analytics packages spit out different data - e.g. 40% difference in web
visits between FastStats and Google
Analytics.”
Company response
Agency response
“There is no single analytics package that gives collated stats from across the board of data types ('page' - rich media - transactions etc)
and sources (website - email - syndicated channels etc.)”
“Cost. Most of the sophisticated
analytics are far, far too expensive
for what they provide.”
“No clear definition of the type of analysis
required and to what end it can be used, less to do with the package than the
users.”
CRM 2.0 Survey Report | http://econsultancy.com/reports/crm-2-0-report
Questions?
http://econsultancy.com/reports/crm-2-0-report
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