Exploring the e-CRM e-customer- e-loyalty nexus: a Kenyan ...
Empowering Your Mobile CRM and Loyalty Strategy
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Transcript of Empowering Your Mobile CRM and Loyalty Strategy
2008
Visiting website adidas.com.hk
Referring friends to
join and buy
Buying at
stores
Reward points for:
HK VIP program
US $100K
6 months to
launch
Mobile. Card-less.
CRM is entering a new age
Cloud-based
Cheaper Faster Multi-Channel Mobile Social
CMO’s top 4 areas of tech investment
Technology that CMOs Worldwide Plan to Increase Use of in the Next 3-5 Years.
“From Stretched to Strengthened: Insights from the Global CMO Study.” IBM Study, Oct 11, 2011
Social media
82%
Customer analytics
81%
CRM
81%
Mobile
80%
Just getting more fans is not enough
#1 priority: Enhance brand loyalty & advocacy
67% of CMOs. IBM Study
8 Mobile CRM and Loyalty Shifts
1. Less marketing – More branded utility
“Larger ads on Facebook are not
the answer... Marketers should
aim to build relationship over
time using social stories and
apps...small frequent interactions.” - Paul Adams Facebook Global Brand Experience Manager
Author, “Grouped”
Push Pull
2. Fill the pre-purchase data gap
You
got on
our list
Prospect
You
visited our
website
You
made a
purchase
Customer
? Social
Likes, comments, shares,
mentions
Mobile & Local
In-store visits
Location history
3. Identify and engage your influencers
You
made a
purchase
Customers
You
talked
about us
Advocates &
Influencers
Network
Relevance
Activity
Impact
Total spend
Frequency
Recency
Lifetime value calculation:
4. Engage & track across multiple channels
Social
properties
Offline Websites
& Apps
Like
Comment
Share
Check in
Scan
Purchase
Download
Visit
Register
5. Incentivize & reward frequent
interactions
Idle time > potential engagement time
6. Add value to location data provided
Where to get our product?
Enable social discovery
Where to use our product?
Meet other customers like you
7. More interactive offline CRM
Tesco Korea
8. Exchange more data with users
NFC (Near Field Communication)
identity | upload | download
Influencers & advocates
Rewards
Data exchange
Small frequent interactions
Branded utility
Social discovery
Multi-channel tracking
Social data integration
