Customer relationship management one to one
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Transcript of Customer relationship management one to one
1 Solution INBOX 14/10/09
Customer Relationship Management
Unlock the sleeping potentials
2 Solution INBOX
Introduction Founded in 2001 in Paris, opened a Moscow office in 2008
40 collaborators, consultants, statisticians & web developers
From analytical CRM to operational CRM : from web & data mining to development of « bespoke » CRM solutions
In-depth multi-sectorial knowledge Customer Relationship universe
« Inbox is a consulting firm specialized in customers marketing : analysis of behaviors,
design of relational action plans, reset of loyalty program, … from the analysis of
customers' data and their relationship with the company, we build and develop tools to get
a better knowledge and understanding of their habits and then do influence their
relationship with the Company »
3 Solution INBOX
What we do ?
Data management : to manage a 360°customer vision
Knowledge : to understand the customer behavior
Animation : to influence the customer behavior
Relational Marketing : to interact with each customer
Optimization : to maximize the Return on Investment
Activities steering : to deliver the relevant marketing information
Consulting : to bring relevant & operational recommendations
Training : to develop & increase your know-how
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Evolutions in the context,…
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A new context arose,… new?
Private consumption has been one of the main pillars of Russian GDP growth over the last 10 years.
And should continue to be, even at lower path,…
Household expenditures at constant prices
BR
IC C
ou
ntr
ies
- %
of
gro
wth
6 Solution INBOX
To a certain extent, yes… as,
A progressive saturation of the consumers’ needs
Improvement in the offer
Catch-up of the economy (globalization)
A Russian consumer more demanding
Higher penetration of foreign goods, services
Higher exposure to foreign markets
Over the period 2000 – 2010:
Issuance of “discount card”: Discount first & last BUT: Value destructive Absence of differentiation
• 55% of the CRM initiatives have missed
their targets (Gartner Group – 2009)
• 50% of multi-programs penetration in key urban centers
• 70% of purchase decision making process remains at the point of sales
(Inter-Act System – 2008)
0,2%
20,2%
47,7%
31,8%
Ни одной
От 1 до2
От 3 до 5
Более чем 5
Quantity of cards
7 Solution INBOX 14/10/09
One to One & CRM
A strategic vision
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Positioning
Target
SWOT Analysis
Distance
Capacity to federate
Communication
Competition Communication
Budget
HR
DEFINITION
Customer Relationship Management
Action to manage, organize the links between different persons who do
exchange – positively or negatively – under commercial terms goods and/or services
within constraints (budgetary, human resources, commercial pressure) which lead to necessary arbitration and then,
selection and targeting
Training, job description What for? Me too or Strategic pillar?
Where do I stand today?
Alone or in partnership
Which resource allocations for which results?
Perceived image
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10 Basic Rules of Success
Clearly define from the beginning realistic targets (industry, sector,…)
Build a Business Case and keep it up-to-date
Obtain and keep the support of the General Management
Execute quickly the project to obtain quick results
Limit and control the perimeter of the CRM project
Be aware of change management
Get involved the users throughout the project
Drive (manage) strictly the project
Get it properly integrated into your environment
Measure the results with agreed and shared K.P.I
10 Solution INBOX
Customer DB
Channel Management
Relational Marketing
Customer Service
Sales Productivity
New Product Development
Strategic Marketing
Key advantages of DB set-up
Definition of price policy
Client & Customer Segmentation
Profitability & Efficiency of DM programs
Margin analysis per distribution channel
Customers expectations & preferences
Geo-marketing (competitive analysis) Cost of recruitment or retention of customers
In-depth customers’ knowledge, history of the relations
Market trends
Customer expectation
Sales history per products categories
Demand, volume, profitability simulations
Efficiency of the sales process
Customer satisfaction (follow-up,…)
Individualization of the client knowledge
Individualization of the offers
11 Solution INBOX
Beyond the mirror,…
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From the Funnel… …to Vortex
High Capital Intensity High Content Intensity
Marketing Sales Marketing
Generate Loyalty
Optimize processes
Increase value
performance
Reduce costs
“Tell me what you want, I’ll tell you what you need”
“Tell me what you need, I’ll tell you what I want”
13 Solution INBOX
But different marketing is required,…
• Consumer Insights
• Product/brand benefits
• Monologue
Product
Marketing
• Consumer Behaviors
• Consumer aspiration
• Dialogue
Consumer
Marketing
Today
Tom
orro
w
14 Solution INBOX
A different focus, even though…
“Don’t wonder what your country can do for you, but what you can do for your country”
JFK
“Don’t wonder what your customer can do for you, but what you can do for your customer”
JM Lehu
.
… we’re convinced to BE consumer focus. Indeed, there is a constant
need to listen, understand, engage so as to build a dialogue.
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A different strategy to agree upon,…
Brand is the end
Brand is the mean
The content of the communication
overcomes the direct universe of the brand
and proposes the consumer to get free access to
a world – the brand is the “pass”
It understates a strategy of content instead of advertising or advertainment .
16 Solution INBOX
Your mission : to build proximity
A great proximity with the customer is A KEY axis of differentiation vs competitors - it aims at creating a link based on mutual capability to:
• Listen, exchange, share
• Thank, punish, reward
• Federate, value, entertain
-5
0
5
10
15
20
25
30
35
40
1 2 3 4 5 6 7
Customer profitability over time
Price premium
Referrals
Reduced operating costs
Repeated order
Cross Sales
Base profit
Acquisition
Average length of customer relationship (years)
Because a LOYAL customer is WORTH it
17 Solution INBOX
Your weapon: CRM analytics tools
Segmentation
Assessment
Selection
• Behavioral
• Potential/Value
• Scoring
• Expertise
• Target
• Constraint
100,000
70,000
28,000
The best potential of results and R.O.I
Prospects for special offer, new offer,…
18 Solution INBOX
The efficiency at hand
Where Share of profit
Who Share of Mind
How Share of Heart
Greatest
effectiveness
The more I buy, the more I get!
They take care of me!
They know what I need!
19 Solution INBOX
A context where access to information is getting faster,… really faster
The emergence of cost effective and interactive channels stimulates the industrialization of the customer relation. Even though, this need isn’t fully shared by any company because of: • Cultural barriers • R.O. I
It runs ahead. And current blocking situations met in companies, are mainly due to difficulty for people, departments, teams to work together on a project that commits the company as a whole