Connected CRM
Creating sustainable competitive advantage in a g p gconnected world
Connected CRM
Unending changes in technology and their effect on customer behavior aren’t merely influencing the business of marketing. They are redefining it – anew, again, and at a accelerating paceaccelerating pace.
The unrest is pervasive and finds it source within an unprecedented upheaval across the full spectrum of marketing dynamics:
• Media Fragmentation
• Connectivity
• Consumer Dialogue & Response Optionsg p p
• High Consumer Expectations of Transparency
• The Multi‐Dimensional Marketplace
• Heavily Matrixed Marketing Departments
• Desire to Put Customer at Center of the Business Strategy
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Connected CRM
For marketers, the results of these revolutionary changes to traditional methods, principles and approaches are often less than welcome.
• Competing strategies across silos
• Inconsistent, even contradictory, messaging across touch points
• Ineffective targeting• Ineffective targeting
• Difficulty in measurement, attribution, budgeting
• Marketing spend inefficiency, even waste
• Confused, even dissatisfied, consumers
• Confused, even dissatisfied, employees
• Vag e marketing spend e al ation criteria• Vague marketing spend evaluation criteria
• Poor or underperforming results
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Could this new connected world offer marketer’s t it t t l t i blan opportunity to create clear, sustainable competitive advantage?
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Competitive advantage grows fundamentally out of th l fi i bl t t f it bthe value a firm is able to create from its buyers
that exceeds the cost of creating it.
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What creates sustainable competitive advantage for marketersmarketers
• Ability to identify, serve and retain high value customers when compared to the competition
• Ability to MICRO target, customize and personalize media and channel interaction
• Ability to measure incremental impact of each marketing activity
• Ability to adjust to changes in consumer or marketplace behavior faster than the competitionthan the competition
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Connected CRM – What is it
Objective Improve marketing effectiveness and return on investment
How By actively managing the key profit drivers of customer value; awareness, engagement, commerce and experience
Based on “Complete 360º View of the Customer”
Segmentation based on Attitudes, needs, and value
Media plans at the Segment level
Programs built to Maximize customer value (profit) over time
Campaigns that are Micro targeted, customized and personalized both inbound channel and outbound media
Supported by a Fully integrated attribution and measurement platform to optimize success
Enabled by Enterprise CRM KnowledgeCenter
Outcome Sustainable competitive advantage
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What Connected CRM would look likeCustomer Centricity can enhance performance in other areas…
Generate demand by developing private label brands based on desired value proposition for targeted growing
Customer Driven Private
Label Cross-
Enhance forecasting and pricing
Generates traffic by targeting customers across categories
segments
Category Marketing
Merchandising
Offer OptimizationSupply Chain
Cross-
Audience to offer strategy, not vice versa
Improve Inventory management
CrossChannel
Marketing
Store Operations
Local assortment optimization would reduce cost of inventory of slow moving
Drive traffic from online to offline and vice versa
products and lowers the risk of out of inventory
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The Challenge – Complexity of Connected CRM
How do we possibly inform all interactions and centralize decision
How do we grow and sustain share of wallet of customers while
Value Proposition
PromotionPrice
TV
making at every channel?
minimizing our costs?PromotionPrice
TV
Radio
E il
Care
Store
ract
ions
Med
ia
PhoneEmail
Banner Ads
Other Web
Inte
rM
Partner
How can we increase brand value with innovative offers to differentiate to
Where do I buy media to reach the right audience, gain their consideration of our value proposition and
Brand
Product Presence
addressable market?our value proposition, and cause adoption?
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It is going to take new thinking, new skills, h d t i ti l &new approaches, and strong organizational &
partner alignment to thrive in this new world.
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Connected CRM
Awareness Engagement Commerce Experience
C t P tf li
Customer Acquisition
Customer Portfolio
Customer Cross Sell | Up Sell
Customer Retention | Loyalty
Understanding behaviors is the key to managing long term customer value
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Integrated Customer Marketing™ Framework
Brand Interaction
The goal of ICM™ is to deliver strategic customer interactions that enhance business value through the optimization of the customer portfolio.
Brand InteractionNCE
SERVI
Customer Portfolio OptimizationLifecycle Management & Segmentation
FLUEN IC
E INMarketing Optimization
ES IN
NFLUE
Budgets & Forecasts
SAL
ENCE
Campaign OptimizationTargeting & Interactions
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ICM™ Framework – Currencies
Segmentation Value MeasurementSE
Customer Portfolio OptimizationLifecycle Management & Segmentation
ENCE
ERVIC
Marketing OptimizationBudgets & ForecastsN
FLU E
INF
Campaign OptimizationT ti & I t tiA
LES I
FLUEN
Currencies Enable Movement Across the Levels
Targeting & Interactions
SA C
E
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and Business Units
ICM™ Framework – Functional Areas
ES
ER
IntegratedMedia
Optimization
IntegratedChannel
Optimization
UE
NC
RV
IC
Customer Portfolio OptimizationLifecycle Management & Segmentation
NF
LU E
INF
Marketing OptimizationBudgets & Forecasts
LE
S I
FL
UE
Campaign Optimization
SA
L NC
EPromotion& Media
PurchaseExperience
Campaign OptimizationTargeting & Interactions
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(Outbound)Experience(Inbound)
Thank You
David WilliamsChairman & CEO
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