How to build an eCRM for your eCommerce

Case study cover

• Data collection through customers touch points

• CRM objectives and KPIs definition

• Interactions with third party tools

• Data in action for mass customization

• Monitoring with dedicated dashboards

Introduction > Analysis > The CRM > Dashboard > The results

• From a classic trading model (2007) to an innovative eCommerce (2013)

• 3 teams:– Logistics and customer service– Product– Digital

• Operating 2 eCommerces:– Adomsante on Healthcare– Natineo on Childcare


Introduction Fond Light

• Website launched in December 2012– Dedicated to B2C childcare market– Own Brand (40% of the product range)– Target parents of babies 0 to 4 years old

• First marketing operations – January 2013– Traffic ramped up– Strong customer acquisition– Acceptable KPIs in terms of ROI and

CoCa


Introduction Natineo

• Initial situation– No CRM, just several

tools working independently

– No exploitation of the customer database

– Only new customers acquisition

led to1. Decrease of ROI

2. Very little customer loyalty


The CRM infernal affair (1/2)

• 3 questions that need answers– Where is the data coming from ?– How to keep data up to date ?– How to use the data ?

• The challenge for the implementation– Minimum cost– Maximize usage of internal resources– Generate adoption for employees– Knowledge management


The CRM infernal affair (2/2)

Touch points summary

• Where is the data coming from ?– Website– Survey– Forum– Social Media– Customer service– Phone– Email

• What data your ecommerce is collecting ?– Analysis of the web forms

• How do you collect the data ?– Define the required data for the purchase– Define the required data for your CRM / loyalty program– And for your marketing action


Data Collection – Find the source

• How long the accuracy last ?Pregnant women => fast changing community

• CRM must support operations of data qualification

• Examples– Lucky Draw– Father’s day event– Loyalty program


Acquiring data and data qualification

• What do you want to use your CRM for ?– Objectives for Natineo

• Enhance customer loyalty• Maximize efficiency of customer service• Increase ROI and maintain low acquisition cost• Unify process and analytics

Define your KPIs for better monitoring and improvement• Global KPIs for Natineo

ROITurn over from returning customer

• KPIs per channelExample for EDM:Open rateTurn over generated per campaign


KPIs and objectives

• CRM Strategy– Focus on customer service– Develop customer loyalty based on the children

• How-to– Intensive use of third-party tools– Consolidate the data on our database– 2 keywords: API and data feed

Integration with third-party1. Do not redevelop what others are doing especially when they are doing it better2. Save cost and time

Get back the data1. Allows more flexibility2. One place for all statistics


CRM – The idea

• The importance of having a scalable modelWhat you can do for 1 customer, you should be able to do it for N customers

• Data feed and APIs– Automatic customization– Let the specialist do the hard work for you– Focus on your business

• Example: the autoresponders


Data in action for mass customization

• Example of Auto responders1. Analyze the

shopping cart

2. Push the products automatically

• Two objectives– Refresh data– Get new data

(customer demographics…)

• Examples– Product survey after

product purchase– Lucky draw


Example of database (re?)qualification

Two types of dashboard

• Business level– Directly in the CMS– Custom KPIs– Own the data, show the

trends

• Operational level– Most of the time provided

by the third-party tools– Dashboards with metrics

from the dedicated service


Monitoring with dedicated dashboards

• The API world=> Gather sales from multiple profit centers

• Where are your customers coming from ?– Know your most efficient channels– Monitor profit and ROI– Unify customers data

=> Need a dashboard to monitor all the sales, regardless their sources


Example of dashboards: The market places

Social media integrationUse Facebook connect and Open Graph

Gamification of the loyalty programMonitor customers actions

Increase engagement rate

Management of B2B quotationsDevelop another side of the business


The next steps

How to build an eCRM for your eCommerce

Business

Transcript of How to build an eCRM for your eCommerce