Applied Customer Insight | Logica Nederland
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The document discusses strategies for improving customer engagement and retention through the integration of traditional Customer Relationship Management (CRM) with social media channels. It highlights the importance of understanding customer insights and preferences using various data sources and emphasizes the need for businesses to adapt to changing consumer behaviors in a digital landscape. Key drivers include acquiring new customers, enhancing operational efficiency, and leveraging social CRM for better interaction and service delivery.
Applied Customer Insight | Logica Nederland
- 2. How do I improve return on How do I create an investments by targeting the How can I get one organisation where all right customer with the right view of my customer i f employees know our offering, in the right channel, when information customers and all and how can I incorporate social about customers are decisions and actions are media and mobile in the channel locked in internal silos reflecting what's best for mix? and on the internet? our customers? t ? How to I know what Data is exploding and we are customers are about to leave loosing control. What data me and what can I do to make should I capture and how do I them stay? y turn it into actionable insight? How can I make my How do I learn from customers use internet what's going on in and self service to the social forums increase service level and how do I turn and reduce customer that into a valuable care cost? asset?? How can I get a better understanding about what How engage with my my customers are doing on customers in social Internet and social forums forums when I cant and how this effect my control the business? conversations? © Logica 2011. All rights reserved No. 2
- 3. Applied Customer Insight l d h 1 Applied Customer Insight 2 From CRM to Social CRM 3 Key Business Drivers 4 How could my company benefit from Social CRM? 5 So what do I need to do? © Logica 2012. All rights reserved No. 3
- 4. Applied Customer Insight - proposition areas l d h Customer Customer C t Management Data from: Analytics Direct Marketing Contact Centre • Intelligent marketing •Websites customer view One In-Store Email • Intelligent Salesforce Predictive analysis •Mobile management Social Media Transactional Systems Combine traditional •Collaborative Platforms • Intelligent Customer customer data big data Business Applications Service Act Capture and social i i ht d i l insight • Multi Channel Marketing • Real time customer data and IT management • Customer Segmentation • Customer loyalty management Interpret • Digital Self Service • Customer Experience Insight: Interpreted by: Existing customer insight Supply Chain & Web Analytics partners Real time mobile info Sales & Marketing Real time social network R&D monitoring Manufacturing Real time Sentiment Analysis Service Delivery Market info Operations Customer Intelligent Organisation Segmentation Predictive Analytics © Logica 2012. All rights reserved No. 4
- 5. Applied Customer Insight - k l d h key Business Drivers 1 4 Acquiring new customers Increasing operational • Increasing the number of clients in efficiency growing market • Digital self service strategies • Commercial campaigns programs • Back office process optimization and (internet, TV advertising, mailing, automation phone…) • Intelligent service level • Attractive and competitive offerings segmentation 2 5 Develop cross & up selling Monetize on social media • One view of the customer • Accept it as a game changer • Roll out the sales know-how in the know how • Go from manage to engage with new networks your customers • Build a customer classification model • Gain insight from big data and • Optimize channel mix integrate social in channel strategies 3 6 Customer Retention Integrate mobility in Strategy • Customer knowledge is essential • Customers are fast movers and they • Predictive analysis expect you t b mobile t to be bil • Pro active customer care • Mobility drives customer self service • Proposing adequate offers and • Opportunities to reshape and services develop you offerings © Logica 2012. All rights reserved No. 5
- 6. Applied Customer Insight l d h 1 Applied Customer Insight 2 From CRM to Social CRM 3 Key Business Drivers 4 How could my company benefit from Social CRM? 5 So what do I need to do? © Logica 2012. All rights reserved No. 6
- 7. From CRM to Social CRM l “The traditional customer i th one we all were as recently as a “Th t diti l t is the ll tl decade ago. We bought products and services and based our decisions on utility and price. We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that. But that customer changed because of a social change in the early part of the millennium. The customer seized control of the business ecosystem and it was never the same.“ Paul Greenberg Author of CRM at the Speed of Light © Logica 2012. All rights reserved No. 7
- 8. Consumer journey f travel for l HolidayRentals Teletext Holidays ebookers Hotels.com TUI TripAdvisor TUI Visited Sites TravelRepublic TUI First Choice TripAdvisors First Choice TUI Thomas Cook First Choice HolidayWatchdog TUI AirTours Expedia AirTours Thomas Cook AirTours Thomas Cook First Choice Fi t Ch i First Choice Fi t Ch i V TUI First Choice Olympic Holidays ay 1 5 8 13 21 29 33 Da Holiday in the sun Cheap Flights Cyprus Palm Beach Hotel Thomson es Hotels yp Larnaca Cyprus y Holidays Querie Spain Holidays S i H lid Cyprus Holidays Cyprus holidays Beau Rivage Hotel Cyprus Europe Holidays Holidays in the Sun 12 22 29 queries on different sites Days from Google visited start to purchase h © Logica 2011. All rights reserved Source: comScore Research Paper October 2010 No. 8
- 9. Applied Customer Insight l d h 1 Applied Customer Insight 2 From CRM to Social CRM 3 Key Business Drivers 4 How could my company benefit from Social CRM? 5 So what do I need to do? © Logica 2012. All rights reserved No. 9
- 10. New b business d drivers Threats Opportunities We loose control over the buying process Attract new customers, upsell and cross and di l d dialogue about your b b brand, products d d sell, d ll drive customers to point of sales using f l etc. social channels Increased transparency regarding price price, Promote active advocates that market you service levels etc. leads to commoditisation products, support your customers and makes it more difficult to differentiate increases customer loyalty Create social forums where customers are supporting each other to increase operational efficiency and customer loyalty Learn more about customers needs and preferences listening to social channels Co create products and services with your customer using social collaboration © Logica 2012. All rights reserved No. 10
- 11. Applied Customer Insight l d h 1 Applied Customer Insight 2 From CRM to Social CRM 3 Key Business Drivers 4 How could my company benefit from Social CRM? 5 So what do I need to do? © Logica 2012. All rights reserved No. 11
- 12. Case: Sales and marketing: Attract members to corporately owned communities b l d © Logica 2012. All rights reserved No. 12
- 13. Learn to know the customer combining structured and unstructured information d d f © Logica 2012. All rights reserved No. 13
- 14. Companies have some misperceptions regarding why consumers interact with them via social sites. h h l © Logica 2012. All rights reserved No. 14
- 15. Case: Sales and promotion activities l d © Logica 2012. All rights reserved No. 15
- 16. Case: Drive sales to retail channel l l h l © Logica 2012. All rights reserved No. 16
- 17. Case: Customer service – advocacy strategy d © Logica 2012. All rights reserved No. 17
- 18. Mutual value creation l l © Logica 2012. All rights reserved No. 18
- 19. Digital self service through social collaboration l lf h h l ll b © Logica 2012. All rights reserved No. 19
- 20. Case: Customer intelligent organisation ll © Logica 2012. All rights reserved No. 20
- 21. Best b buy “Our “O model i lik a hi d l is like hive. E h group manages its own Each it initiatives, but we work under a common strategy. We are well integrated, integrated well networked, and everyone is responsible for networked social media,” said John Bernier, Best Buy. • US$5 million in call center deflection • More than 100,000 social conversations annually • Nearly 3,000 registered employees on Twelpforce • Improved employee morale, better knowledge sharing and connections across the enterprise corporate passion for social enterprise, media innovation and significant brand buzz © Logica 2012. All rights reserved No. 21
- 22. Applied Customer Insight l d h 1 Applied Customer Insight 2 From CRM to Social CRM 3 Key Business Drivers 4 How could my company benefit from Social CRM? 5 So what do I need to do? © Logica 2012. All rights reserved No. 22
- 23. So what do I need to do? h d d d • From CRM to customer engagement lifecycle management • Co created customer processes, value exchange and mutual support • Integrate social media and mobile devices in channel strategy • Get more in-depth insight by combining structured and unstructured information and internal t t di f ti di t l and external sources • Create links to R&D, supply chain and rest of business, become a customer intelligent organisation • Tear down the walls between marketing, sales & support © Logica 2012. All rights reserved No. 23
- 24. Thank you! Applied Customer Insight Fredrik Ring, International Practice Leader Applied Business Insight, Logica Business Consulting fredrik.ring@logica.com