The road to SCRM enlightenment

Rachael Pollard

Head of Digital & CRM, JUST EAT

Who are we?

What is Social CRM?

CRM for the social (mobile!) age

• Deliver value

• Meet heightened expectations

• Participate in customer-led

conversations, in real-time, across

multiple platforms

• Opportunity to build much

richer relationships

Mobile use on the rise

Image courtesy of Smart Insights

The Just Eat journey

Our mission

Empower consumers to love their

takeaway experience

Customer

eCRM

Retargeting

Reviews

TrustPilot

Android

Review Centre

Mumsnet

Product/Website

In-App

Homepage

Customer Care

Social media

Livechat

Social media

Facebook

Twitter

Google+

Ins

Vine

YouTube

Planning the route

• Consumer insight

Image courtesy of Google Images

• Segmentation

• Build the strategy

• Set the ‘right’ KPIs

• Test plan

Lynne, 29, London, Catering Manager, Joint-decision maker

In her own words: She’s calm, organised and excitable – ‘I’m always busy but I like it - I like to

go and do things’ Focused on the home - busy with ‘the boring things like

painting’ to make their house a home A real foodie - always on the look out for the latest pop

up, bar or coffee place to visit with friends Loves to entertain - drinks / BBQs are her forte

Values the convenience and style of her MacBook and iPad

Attitude to cooking: A keen chef - she’s an experimenter, creating meals based on what’s in the

fridge; cooking’s therapeutic Nutrition’s important - she cooks from scratch / uses

fresh ingredients to keep things healthy Meal occasions: Meals are an informal affair - they’re

back home late so eat from trays on the sofa It’s THE time to catch up on weekend TV - Game of

Thrones and Casualty are both favourites

Home and family: Lynne recently moved into a new house with her husband and they’re expecting

Important things in life: Family is increasingly important - it’s a transitional time with a baby on the way

But career’s a big priority - after a recent promotion she’s working harder than ever

Friends are central - she has a packed diary and is always busy / out and about

Free time is a rarity – but when she does get time she reads on her Kindle, goes to gigs or shops ASOS

Lynne’s favourite things…

On Demander

Role of takeaway: It’s a treat - an alternative to a night out 'instead of the pictures I’ll have a nice film and a meal' She likes to order from Deliverance to curb the ‘take away guilt’ the day after 'it’s how I’d cook it myself, it’s

fresh not fatty so I don’t feel too guilty' Takeaway brands: She uses JUST EAT for ease -

ordering online is quicker/ easier than calling

Packing the right gear

• Systems and tools

Image courtesy of Google Images

• Analytics and insight

• Real-time data

• Cross-device tracking

Other passengers

• Integrated approach across

departments

Image courtesy of Google Images

• Everyone on board

• Marketing lead

• Take time to understand each

other

The Just Eat CRM Dream Team

Image courtesy of Google Images

Marketing

B.I.

Customer care

Product

Tech

Ops

UX

Choosing the right music

• Brand

Image courtesy of Google Images

• Creative assets

• Tone of voice

• The mini fist pump is born!

Who’s driving?

• The consumer!

Image courtesy of Google Images

• Empower them to do so

Are we there yet?

Nearly…

Image courtesy of Google Images

• Fresh new brand

• Cultural shift

• Systems and tools

• Real-time dataflow

• Analytics

• Strategy and test plans

DCFC mini fist pump moment

1 week later…

Key take aways

Key take aways

Image courtesy of Google Images

• Know your consumer!

• Listen and engage. Don’t preach

• Cross-channel, but mobile first

• Same rules apply. Right person, right message, right place, right time

• Integrated approach. CRM at the heart of the business

• TEST, LEARN, EVOLVE…FAST!

• Be online when your consumers are

Thank you.Questions?