DataLab "Como melhorar o relacionamento com o meu cliente, by Joost Hubregtse"
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Seite Media Partner: Patrocinadores: Business Breakfast, 2 de Julho de 2014 ” Why do you need a Single Customer View ?” Como melhorar o relacionamento com o meu Cliente Joost Hubregtse, Uniserv Solutions Manager
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Transcript of DataLab "Como melhorar o relacionamento com o meu cliente, by Joost Hubregtse"
Seite
Media Partner:Patrocinadores:
Business Breakfast, 2 de Julho de 2014
”Why do you need a Single Customer View?”
Como melhorar o
relacionamento com
o meu ClienteJoost Hubregtse, Uniserv Solutions Manager
Seite
More success with Smart Customer Data Integration
Smart Customer MDM
Staying connected with your customers
The world of customers has been condensed into a smartphone with which he:
-Requests information
-Searches for alternatives
-Asks friends
-Places orders
-Pays online
-Tracks delivery
-And complains
He expects you do to react with all of the above. And that 24/7 in real time, please…
04.07.2014
© UNISERV GmbH, Pforzheim 2013
13
The first hurdle to take:Each customer is different, or not
≠ ≠
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© UNISERV GmbH, Pforzheim 2013
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The second hurdle to take:Many systems with different data
≠≠
Name Johan Kroon
Address Haverstraat
City 3511 NA Utrecht
Phone 030-2347890
Email [email protected]
Name J. Kroon
Address Haverstr.
City Utrecht
Phone 06-12398760
Email Name Johan Kroon
Address Haverstraat 10
City Utrecht
Phone
Email [email protected]
ERP system
CRM system
Webshop
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© UNISERV GmbH, Pforzheim 2013
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Getting the right information
Customer Data Management
Campaign Management
Segmentation and Predictive Modeling
Marketing and Customer
Intelligence
Management and Intelligent insight and trigger driven
campaigns
-
0
50
100
150
200
250
300
350
400
0 25 50 75 100
CampaignWave 1
CampaignWave 2
CampaignWave 3
Strugglers and
Builders
Penetration
TargetBig Loyalists
At Risk
Speciality
Users
Investors
1 2 3 4 5
Top 10% 1 7.7% 0.7% 0.3% 0.5% 0.8% 10.0%
Next 20% 2 10.8% 1.5% 1.0% 5.0% 1.6% 19.9%
Next 30% 3 5.1% 1.9% 6.5% 13.7% 2.9% 30.1%
Next 30% 4 0.7% 2.5% 15.2% 8.1% 3.5% 30.0%
Bottom
10%5 0.0% 1.5% 5.1% 0.5% 2.9% 10.0%
24.3% 8.1% 28.1% 27.8% 11.7% 100.0%
Va
lue
Se
gm
en
ts
Behavior Segments
Commercial Customer Distribution in Behavior - Value Segmentation
IVoC
ClientDWs
ClientDBs
ExternalData
Data Capturing and Extracting
Data Parsing, Cleansing & Standardising
Data Validation, Enriching and Refinement
Data Matching and Linking
Data Reporting and Analysis
List Generation and Management
Marketing and Campaign Management
Campaign Execution and Fulfilment
Integration with day-to-day business operations
Customer Analytics
Campaign Management and execution
Integrated View of the customer
Data cleansing and enrichment
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© UNISERV GmbH, Pforzheim 2013
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Customer Centric
It is time foran strong solution
that can optimize customer communication
The idea is to
give the customer
the perception that he or she
gets a personal approach
Better Customer communication=
Higher Customer satisfaction=
Improved Loyalty=
Higher share of wallet
ERPSystem
CRMSystem
WebshopSystem
Integration Layer
CustomerDataHub
Cre
ate
Rea
d
Up
da
te
Dele
te
E - 113 C - 76 W - 986
Utrecht, 3511 NA113E HaverstraatJohan Kroon
Utrecht76C Haverstr.J. Kroon
Utrecht986W Haverstraat 10Johan Kroon
E - 113 C - 76 W - 986
Record: System C - 76
Name: J. KroonAddress: Haverstr.City: UtrechtZipcode:
Record: System W- 986
Name: Johan KroonAddress: Haverstraat 10City: Utrecht Zipcode:
Record: System E - 113
Name: Johan KroonAddress: HaverstraatCity: UtrechtZipcode: 3511 NA
UtrechtHaverstraatKroon
Source records (keys and attributes)
“Golden Record”
Customer Data Records
12 10 3511 NAJ. Johan
Het Golden Record – The Personal Approach
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© UNISERV GmbH, Pforzheim 2013
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UtrechtHaverstraat12 10 J. Johan Kroon 3511 NA
Golden Record
Search: J. KroonCust nr: 12First name: JohanGiven name: KroonAddress: Haverstraat 10City: UtrechtState: UTPhone: +31 30 123 7890Email:
[email protected] @JKroon
Web order (updated April, 4th, 2013)Product: car damageValue $ 340Status: Acceptence pending
Activities (marketing)Last contacted february 5th, 2013Who Jenny JonesSubject: campaign # 539
Beau Luxury implementedUniserv Smart MDM
WorldWide
NPS up 15%Cust Sat up 20%Share of Wallet up 5%ROI within 1 year
Seite 04.07.201435
Better Data. Better Business.
Thank you!
UniservPforzheim
Amsterdam
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