speed-trap crm 2.0. survey

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

mailto:[email protected]

http://econsultancy.com/

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


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


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

http://crm20.pbwiki.com/CRM-1-vs-CRM-2%3A-A-Comparative-Table


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


Implementing a CRM 2.0 strategy

To what extent are the following statements true for your organisation?


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


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


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%).


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.


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


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?


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?


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


Integration of online and offline data


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?


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


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


20%

45%

28%

Yes, definitely Yes, somewhat No

What types of data are you able to link up with back office systems?


51%

75% 75%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Visit Customer Transaction


Optimisation and personalisation

Are you able to perform any of the following techniques to optimise the user experience?


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.


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”?


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


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.


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


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


“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.”


Questions?

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