Data Driven Customer EngagementBrain Storm

Fabio Castronuovo @fcastro72Smarter Engagement Milan

9 April 2015

Engagement why?

“The last step is understanding that every customer just wants to be

happy. “*

* Paul Greenberg

And you…… Why do you want to engage with your customers?

Age of data!

1990The Media Age

2000The Digital Age

2011The Social Age

2013Big Data Age

New culture

The call centre is dyingOne in three social media users prefer social care to contacting the company by phone.

Source: Nielsen, 2012

Boundaries. Why boundaries? Experts and fans are everywhere!Outperforming enterprises intensively collaborate with customers (60% versus 39% of underperformers).

Source: IBM C-Suite Study 2014

Trust is the capital of modern enterprise. Employees and customers control this capital.Increasingly, people trust employees and customers over corporations.- A person like yourself: 47% in 2009 - 62% in 2014 (+15%)- Regular employee: 32% in 2009 - 52% in 2014 (+20%)Source: IBM C-Suite Study 2014

1990 : Age of media

TV

IntervisteTelefoniche

Focus Groups

Warranty

Vendita

Billing Data

Radio

Stampa

Cartellonistica

Mail

WOM

CallCenters

Fax/Emails

2000 : The digital Age

TV

Warranty

Vendita

Billing Data

Radio

Stampa

Cartellonistica

Mail

WOM

Search

Online Ads Clicks Page

Views Sessions Register Optin

IntervisteTelefoniche

Focus Groups

CallCenters

Fax/Emails

Chat / Cobrowsing

2015 : Social & Mobile Age

TV

Warranty

Vendita

Billing Data

Radio

Stampa

Cartellonistica

Mail

WOM

Search

Online Ads Clicks Page

Views Sessions Register Optin

Social Media

Blog Posts Recensioni Share UGC Tweet

Like Fan Retweet Favourites Comment Mentions

IntervisteTelefoniche

Focus Groups

CallCenters

Fax/Emails

Chat / CobrowsingWebListening

Digital & SocialCRM

Main Themes in CRM / Marketing / Hr

Customer integrated view

Predictive Routing

KnowledgeManagement& Self Service

SCRM

Advocates / Influencer Discovery

Predictive AnalyticsMachineLearning

CustomerInsights Gamification

Employee Branding

TalentScouting

Use Cases Examples

Involve subject matter experts in the extended organisation in order to offer faster and better customer service

Resolve customer requests through social media in order to improve customer satisfaction and brand affinity

Gamify processes and reward customers and employee in order to incentivise behaviours, such as content creation, open collaboration or sharing

Enrich & Unify customer profiles in order to improve customer knowledge

Domande

1. State lavorando su qualcuno di questi temi per sviluppare degli use cases?

2. Quali sono i problemi che volete risolvere attraverso l’implementazione?

3. Quali sono i KPI che misurano il successo?4. Quali sono i dati critici?5. Ci sono tematiche di sicurezza e legali che non vi fanno dormire?6. C’è sinergia fra i vari dipartimenti per creare una UX uniforme?7. I dipartimenti IT riescono a soddisfare la richiesta di agilità e

velocità?8. Avete in casa gli skill necessari per le sfide della data science?9. Gli strumenti tecnologici a supporto sono adeguati?10.La cultura aziendale supporta l’innovazione necessaria?

Remember