The Road to SCRM Enlightment
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Transcript of The Road to SCRM Enlightment
The road to SCRM enlightenment
Rachael Pollard
Head of Digital & CRM, JUST EAT
Who are we?
What is Social CRM?
CRM for the social (mobile!) age
• Deliver value
• Meet heightened expectations
• Participate in customer-led
conversations, in real-time, across
multiple platforms
• Opportunity to build much
richer relationships
Mobile use on the rise
Image courtesy of Smart Insights
The Just Eat journey
Our mission
Empower consumers to love their
takeaway experience
Customer
eCRM
Retargeting
Reviews
TrustPilot
Android
Review Centre
Mumsnet
Product/Website
In-App
Homepage
Customer Care
Social media
Livechat
Social media
Google+
Ins
Vine
YouTube
Planning the route
• Consumer insight
Image courtesy of Google Images
• Segmentation
• Build the strategy
• Set the ‘right’ KPIs
• Test plan
Lynne, 29, London, Catering Manager, Joint-decision maker
In her own words: She’s calm, organised and excitable – ‘I’m always busy but I like it - I like to
go and do things’ Focused on the home - busy with ‘the boring things like
painting’ to make their house a home A real foodie - always on the look out for the latest pop
up, bar or coffee place to visit with friends Loves to entertain - drinks / BBQs are her forte
Values the convenience and style of her MacBook and iPad
Attitude to cooking: A keen chef - she’s an experimenter, creating meals based on what’s in the
fridge; cooking’s therapeutic Nutrition’s important - she cooks from scratch / uses
fresh ingredients to keep things healthy Meal occasions: Meals are an informal affair - they’re
back home late so eat from trays on the sofa It’s THE time to catch up on weekend TV - Game of
Thrones and Casualty are both favourites
Home and family: Lynne recently moved into a new house with her husband and they’re expecting
Important things in life: Family is increasingly important - it’s a transitional time with a baby on the way
But career’s a big priority - after a recent promotion she’s working harder than ever
Friends are central - she has a packed diary and is always busy / out and about
Free time is a rarity – but when she does get time she reads on her Kindle, goes to gigs or shops ASOS
Lynne’s favourite things…
On Demander
Role of takeaway: It’s a treat - an alternative to a night out 'instead of the pictures I’ll have a nice film and a meal' She likes to order from Deliverance to curb the ‘take away guilt’ the day after 'it’s how I’d cook it myself, it’s
fresh not fatty so I don’t feel too guilty' Takeaway brands: She uses JUST EAT for ease -
ordering online is quicker/ easier than calling
Packing the right gear
• Systems and tools
Image courtesy of Google Images
• Analytics and insight
• Real-time data
• Cross-device tracking
Other passengers
• Integrated approach across
departments
Image courtesy of Google Images
• Everyone on board
• Marketing lead
• Take time to understand each
other
The Just Eat CRM Dream Team
Image courtesy of Google Images
Marketing
B.I.
Customer care
Product
Tech
Ops
UX
Choosing the right music
• Brand
Image courtesy of Google Images
• Creative assets
• Tone of voice
• The mini fist pump is born!
Who’s driving?
• The consumer!
Image courtesy of Google Images
• Empower them to do so
Are we there yet?
Nearly…
Image courtesy of Google Images
• Fresh new brand
• Cultural shift
• Systems and tools
• Real-time dataflow
• Analytics
• Strategy and test plans
DCFC mini fist pump moment
1 week later…
Key take aways
Key take aways
Image courtesy of Google Images
• Know your consumer!
• Listen and engage. Don’t preach
• Cross-channel, but mobile first
• Same rules apply. Right person, right message, right place, right time
• Integrated approach. CRM at the heart of the business
• TEST, LEARN, EVOLVE…FAST!
• Be online when your consumers are
Thank you.Questions?