Download - Jo Jansen - MM14NL
CRM
• Or CMR?• CRM Supporting systems–$20,4bn market, 14% annual growth–Big five account for 50%• Salesforce.com• SAP• Oracle, Microsoft, IBM
– Pitney Bowes Portrait
What is it?
Customer datamanagement
Analytics,Insights
OmnichannelInteraction
strategy
Communications,Relationships
Interact with your customerKnow your customer
Big data?
Insight - collective
• Or CMR?
Retention
Cust
omer
Val
ue
Acquisition
Cross- & up-selling
Selection
143
2
4
Collective insight in customer base, focused on lifetime value…
Insight - Individual
• Or CMR?
I amPersuadable
I amA Sleeping Dog
I amA Lost Cause
Spend marketing
budget here
I amA Sure Thing
Save marketing
budget here
Spend service
budget here
Save marketing
budget and prevent
churn here
• Customer BCG Portfolio• Continuous LTV scoring• Platinum Record• Segment of 1• Per-record decisioning engine• Individual development and
retention budgets• Best Next Action
Omnichannel Contact Strategy
• Event driven• Outbound Inbound• CRM evolves from managing a few touchpoints to customer experience management (f.e. dynamic content)• E-mail still highest ROI channel• CRM software = business rulesand real-time decisioning
Do you believe in Fairytales?
• Customers want a relationship with my brand– No. Brands are not family. Customers do not want a
relationship, they want discounts.• Interactions build relationships.– No. Shared values build relationships. Harley
Davidson values freedom. Disney values tradition and dreams. Eukaneuba values love of animals.
• The more interaction, the better.– No. As in real life, don’t keep asking for attention.
Treat the attention you get as precious.
CRM: guide decisions
• Always on, always relevant, pinpoint delivery, simplicity, on-demand drive 66%
• Price drives 34%• Design interactions across the consumer
decision journey and keep it simple. Decide which data you need and which are your value drivers.
• Telescope (market), Binoculars (segments), Microscope (consumers)
