IPTV & OTT lessons from Europe for Latam operators - ABTA 2014 Ben Schwarz
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From crm to cemNew challenges of
Multichannel Experience Management
Magentocom 2013 - Shanghai
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Magentocom 2013 – Shanghai
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A BIT OF HISTORY
3Magentocom 2013 – Shanghai
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QUICK CHANGES
4Magentocom 2013 – Shanghai
E-Commerce
• Traffic data• Identified purchases• Carts tracking
Magentocom 2013 – Shanghai
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QUICK CHANGES
5
E-Commerce Mobile
• Traffic data• Identified purchases• Carts tracking
• Shop anytime • Shop anywhere• GPS data
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QUICK CHANGES
6
E-Commerce Mobile Social Networks
• Traffic data• Identified purchases• Carts tracking
• Shop anytime • Shop anywhere• GPS data
• Word of mouth• In store tagging• Recommendations
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QUICK CHANGES
7
E-Commerce Mobile Social Networks
Tremendous amount of prospect and customer Data
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Omni-channel
8
An individual is unique (…)
(…) but its buying behaviour
varies
*
Online-only
buyer $100/yr
Store-only
buyer $ 352/yr
Online & Offline
buyer $1064/yr
Ex:
# optimise
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MOBILITY
9
The increase
of smartphone use (…)
(…) creates competition within
the same point of sale (POS).
+ 38%
+ 44% of web purchases are made
from a mobile device
of online buyers first
visit a POS
Increase of Showrooming
Checkin identification
Network: Payment:
France2013
*
**
USA2013
25%
*
*
45%
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10
must be as performing,
with a “hint of web”
Online:“Yes! … But”
POS:
54% of online buyers are unhappy about
customer service
45% are discontented concerning return
and refund policies
46% are displeased about the shipping
costs
69% of sales lost in store due to a
shortage of stock would be finalisedIf the retailer could ship or deliver the
product within 48 hours.
on & offline services
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DATA COMPLEXITY
11
What is the greatest barrier to improving multichannel customer experience in your company ?
#1: 40% “Complexity”
Before 2012, the first reason was “Organizational structure”
Source: Multichannel Customer Experience Report By Econsultancy, November 2012
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DATA COMPLEXITY
12
CRM has become extremely data heavy
Receipts / pos
Social activity
Declarative data
Mobile activity
Purchases, carts
Web activity
Coupons, discounts
Email activity
Helpdesk contact
material
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DATA COMPLEXITY
13
CRM has become extremely connected
Receipts / pos
Social activity
Declarative data
Mobile activity
Purchases, carts
Web activity
Coupons, discounts
Email activity
Helpdesk contact
material
DB management
SMS marketing
Email marketing
social networks activity
strategy
Acquisition / loyalty
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14
THE CHALLENGE IS TECHNICAL
Huge storage capacityRedundancy
Fast calculationIndexation Datamarts
Magentocom 2013 – Shanghai
Infrastructure
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THE CHALLENGE IS TECHNICAL
Cashier (POS) connectioneCommerce
AnalyticsEDM/SMS Platforms
Call-centers
Magentocom 2013 – Shanghai
Huge storage capacityRedundancy
Fast calculationIndexation Datamarts
Infrastructure Connectivity
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BUT NOT ONLY
Traditional CRM solutions do not match today’s market expectations and capacities
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17
BUT NOT ONLY
Traditional CRM solutions do not match today’s market expectations and capacities
Marketers need to make quick decisions based on relevant KPIs
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BUT NOT ONLY
Traditional CRM solutions do not match today’s market expectations and capacities
Marketers need to make quick decisions based on relevant KPIs
Teams have to be operational quickly without weeks of training
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19
BUT NOT ONLY
Traditional CRM solutions do not match today’s market expectations and capacities
Marketers need to make quick decisions based on relevant KPIs
Teams have to be operational quickly without weeks of training
Platforms should be accessible from any place and any devices
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NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
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NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Website browsing activity
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NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Website browsing activity
Centralized on/off behaviors
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23
NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Website browsing activity
Centralized on/off behaviors
Social Networks opengraph / socialgraph
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24
NEW CHALLENGES NEW OPPORTUNITIES
CRM has become a lot smarter
Website browsing activity
Centralized on/off behaviors
Social Networks opengraph / socialgraph
Geotagging and mobile apps
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25
NEW CHALLENGES NEW OPPORTUNITIES
And the technology is ready
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CURRENT CRM MODELS
26
Weaknesses Evolutions
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CURRENT CRM MODELS
27
Focus on Transactions
Weaknesses Evolutions
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CURRENT CRM MODELS
28
Focus on Transactions Focus on purchase intention
Weaknesses Evolutions
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CURRENT CRM MODELS
29
Focus on Transactions Focus on purchase intention
Rewards on Revenue
Weaknesses Evolutions
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CURRENT CRM MODELS
30
Focus on Transactions Focus on purchase intention
Rewards on Revenue Rewarding loyalty, sharing, contributions, influence
Weaknesses Evolutions
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CURRENT CRM MODELS
31
Focus on Transactions Focus on purchase intention
Rewards on Revenue Rewarding loyalty, sharing, contributions, influence
Multichannel
Weaknesses Evolutions
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CURRENT CRM MODELS
32Important informations
Focus on Transactions Focus on purchase intention
Rewards on Revenue Rewarding loyalty, sharing, contributions, influence
Multichannel
Weaknesses Evolutions
Omnichannels, away from “silo” managed strategies
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End notes 33
A BATTLE WORTH FIGHTING FOR
80% of businesses state that they offer a
great customer experience
Source: Forrester’s Customer Experience Index 2012
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End notes 34
A BATTLE WORTH FIGHTING FOR
37% of brands received good or excellent customer
experience index scores in 2012.
Source: Forrester’s Customer Experience Index 2012
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THE IMPORTANCE OF CRM
• Cost of acquisition in China is very high (6x higher)
• Losing customers is extremely costly
• Chinese economy slowing done, loyalty becoming key
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THE IMPORTANCE OF LOYALTY
Customers buy more & more often..
Higher profits..
50% Loyalty members have 50% higher cart value than non-members
2X Members purchase twice as frequent as non-members
5 The return on every ¥ spent in increase of gross sales
88%The difference in profitability between retailers with and without a loyalty program
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DATA DRIVEN
• Where are my Customers right now ?
• What products are they interested in ?
• Should I engage in a dialog with them ?
• On which channel ?
• For which content ?
“The era of real-time data filtering”
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A NEW CRM
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A client’s picture,
status, wishlists,
products, anything
seen on the website,
emails clicked…
Recommended
products according of
history, profile…
Email the user’s
manual of a recently
bought product,
invitation via SMS…
Consider the person
as one and the same
on any channel.
Adapt the offerrecognise Create a bond consolidate
The need to be acknowledged
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RewardingProgram
SaaSMode
Omnichannel
Easy-to-use & intuitive
CentralizedDatabase
AdvancedTargeting
5
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Magentocom 2013 – Shanghai