OMNI-CHANNEL CRM&MARKETING STRATEGY & 360 CUSTOMER PROFILE

HOW TO BUILD UP AN EFFECTIVE

Comarch Loyalty Breakfast 2016

Loyalty 3.0 in the Digital Era – New approach to Loyalty Marketing

joanna.gaweda@comarch.com

JOANNA GAWEDA CRM&Marketing Consulting Director

European Countries

• Multiprogram offering

• Emotions over transactions

• Customers get what they want

• Better customer insights

• RELEVANCY: how to reach the right time?

• MAKING A DIFFERENCE: are points and/or discounts enough?

• SYNCHRONIZATION: how to do more good than harm?

• FULL CUSTOMER PROFILE: is it even possible?

• Omnichannel marketing

• Proximity marketing

• Advanced personalization

• Big Data collection

MAJOR MARKET TRENDS: BA TRANSFORMATION PATH:

KEY CHALLENGES:

1. Comarch CRM&Marketing Suite – what is it?

2. Our approach to Loyalty 3.0 – how is it different?

3. Omnichannel strategy – how to control it?

4. 360 Customer profiling – is that even possible?

AGENDA

Comarch CRM & Marketing Platform

Comarch CRM & Marketing Platform

Comarch CRM & Marketing Platform

Comarch CRM & Marketing Platform

Comarch CRM & Marketing Platform

Comarch CRM & Marketing Platform

COMARCH CRM&MARKETING CUSTOMERS

1. Comarch CRM&Marketing Suite – what is it?

2. Our approach to Loyalty 3.0 – how is it different?

3. Omnichannel strategy – how to control it?

4. 360 Customer profiling – is that even possible?

AGENDA

How do YOU define

LOYALTY

3.0?

LOYALTY 3.0: OUR APPROACH

Digital Emotional

Engagement

Internet of Things

Traditional Loyalty CRM

1.0: TRADITIONAL LOYALTY CRM

• Statuses• Points• Discounts

• Rewards• Lotteries• Auctions

• Messages• Benefits• Coupons

• Vouchers• Tiers• And many more ….

2.0: MODERN DIGITAL ENGAGEMENT

3.0: INTERNET OF THINGS

Internet became naturalenvironment for all

interactionsTestimonials and

recommendations of friends & strangers are

used

Usage of smartphones,

tablets, laptops, iWatchs

Interest in gadgets& high tech

Comparing offersonline beforepurchasing

iPhone fans

Appreciates technologiesfaciliating life

LOYALTY 3.0: VISION OF THE FUTURE

Talking Stores

Engaged Consumers

Talking devices Talking Products

Loyalty 3.0+

What are other areas

that can help you

optimize your

loyalty program

& CRM strategy

results?

What is for you the most

important sales and

communication

channel?

EMPLOYEES LOYALTY & ENGAGEMENT

High impact on our business results, but

generally our employees (e.g. site stuff) is

NOT:

interested in engaging clients to use their loyalty

card

interested in winning new loyalty program

customers

at all motivated (exhausting and repetitve job)

or does not feel part of the organization

(especially in case of dealers & business

partners)

and many others..

BUSINESS PARTNERS LOYALTY & ENGAGEMENT

LOYALTY 3.0: OUR VISION

Talking Stores & Partners

Engaged Consumers & Employees

Talking devices Talking Products & Shelves

1. Comarch CRM&Marketing Suite – what is it?

2. Our approach to Loyalty 3.0 – how is it different?

3. Omnichannel strategy – how to control it?

4. 360 Customer profiling – is that even possible?

AGENDA

MODERN MULTICHANNEL APPROACH

MARKETERS CHALLENGES

Duplication issues

Customer fatigue

Prioritization

Right time delivery

Advanced Planning

Proper Synchronization

Automatic Execution

Ongoing Monitoring

YOUR KEY CHALLENGES YOUR KEY DIFFICULTIES

REAL-TIME DECISION MAKING SUPPORT ACROSS VARIOUS CHANNELS

COMARCH RESPONSE

Interactive Marketing Calendar

Multistage Campaigns Flows

Business rules engines

Real-time integration

Social Mining tools

Internet of Things

Ongoing monitoring

Recommendation engine

REAL-TIME DECISION MAKING SUPPORT

Which products

are being sold

together?

To whom shall

I direct my next

campaign?

Which

products

is my bestseller

now and why?Which products are

being sold more often in

location A than in location B

and why?

Who is my typical

client? How can I

encourage more

of them?

HIGH LEVEL OF PERSONALIZATION

Behaviour Profile

Customer Value

Promotion Sensitivity

Retention / Churn

Profile data - interests

All interactions with Brand

Listen and React

Member-gets-Member

CRM

SOCIAL MEDIA

Web Activity

Mobile App Usage

Contact Center

Questionnaires

INTERACTIONS

Partner Offers

Events

Bloggers & Influencers

SPECIALS

POWERFULL RECOMMENDATION ENGINES

Client Lifetime Value

Customer Retention

Shop / Site performance

Points issuance/ redemptions

Next Best Offer

Points/marketing budget expenditures

Sales Staff Analysis

Call center - contact center analysis

MULTICHANNEL CUSTOMER JOURNEY

1. Comarch CRM&Marketing Suite – what is it?

2. Our approach to Loyalty 3.0 – how is it different?

3. Omnichannel strategy – how to control it?

4. 360 Customer profiling – is that even possible?

AGENDA

DEEP CUSTOMERS CLUSTERING & PROFILING

Geography segmentation: e.g. continent, country, city, district,

distance

Socio-demographic segments: e.g. gender, age, family, job,

income, car

Behavioral segments: e.g. RFM, GABIN, segment migrations,

churners

Activity segments: within the loyalty program, participation in

promotion, cherry pickers, points issuance/redemption/expiration,

responsiveness to campaigns, rewards ordering, call-center

contacts, mobile application activity, social media activity, surveys

answers

Product segmentation: e.g. garden, food, animals

Lifestyle segmentation: home birds, romantic, grab&go

360 PROFILES MANAGEMENT

100% web access;

Interactive reports making / viewing;

Interactive dashboards making / viewing;

Intuitive interface;

User-friendly visualizations;

Charts/ Sparklines/ KPI’s

Build in In memory Engine;

Support for various export formats

Big Data Connector

Controlling

and reportingComarch DWM MDM Mobile Advanced Analytics

COMARCH BUSINESS INTELLIGENCE SUITE for CRM&Marketing

SUMMARY

COMARCH VS YOUR CHALLENGES

Traditional Loyalty CRM

Modern Digital Engagement

Internet of Things

Employees engagement

Loyalty partnerships

Business Intelligence

Control over effective omnichannel strategy

Comarch Loyalty

Management 5.0

Comarch Customer

Engagement 2.0

Comarch Mobile App

Comarch Beacons

Comarch Smart Cities

Comarch Enterprise

Engagement Platform

Comarch Loyalty

Management 5.0

Comarch Data Hub

Comarch Smart Cities

Comarch Business

Intelligence

Comarch Social Mining

Comarch Loyalty Management 5.0

Comarch Campaign Management 2.1.

Comarch Business Consulting & Managed Services

• Relevancy : replace the real-time, by the RIGHT TIME

• Making a difference: replace Customers, by HUMAN BEINGS

• Synchronization: replace frequency, by RELEVANCY

• Customer profile: include the whole OMNICHANNEL APPROACH

SUCCESS FACTORS:

Zofia

WOŹNIAK

Engagement Solutions

Specialist – Europe

zofia.wozniak

@comarch.com

Joanna

WENDORFF

CRM&Marketing

Business Solutions

Manager – CEE

joanna.wendorff

@comarch.com

Francesca

BORGATO

CRM&Marketing

Business Solutions

Manager – Italy

francesca.borgato

@comarch.com

Carlos

MARTIN

CRM&Marketing

Business Solutions

Manager – Spain

carlos.martin

@comarch.com

OUR EXPERTS – READY TO ANSWER ALL YOUR QUESTIONS

Anna

BAZELA

Business Intelligence

Business Solutions

Manager – Benelux

anna.bazela

@comarch.com

THANK YOU

Joanna Gawęda

CRM&Marketing Consulting DirectorEuropean Countries

joanna.gaweda@comarch.com + 32 473 72 00 09 Comarch.com