jo jansen - mm14nl
DESCRIPTION
De ontwikkeling van CRM in vogelvlucht In deze presentatie gaat Jo in vogelvlucht door de ontwikkeling van CRM, vanaf het begin van direct marketing tot de complexe toepassingen van vandaag, en de kansen die CRM biedt voor (online) commerce. Daarnaast geeft hij een aantal tips & tricks voor quick wins die voor veel organisaties snel resultaat kunnen opleveren en het vermijden van de klassieke valkuilen.TRANSCRIPT
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)
