Date post: | 28-Jul-2015 |
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CRM & customer singularity horizon
Marek Rucinski – Managing Director Accenture Interactive
May 2015
Consumers vs. Brands – power reversal is complete and irreversible
Information-rich & Innovation-drivers…the consumers have rightly taken the marketing mantle
~4M searches on Google
~38K photos shared
~347K tweets
~100 hours of video uploaded
1 DIGITAL MINUTE…
Copyright © 2015 Accenture All rights reserved. 2
Information landscape enriched… …Impacting the buying process… …and marketing realities
~3.1M likes on Facebook
~277K snapchats received
~3.5K pins
~$275K (USD) transactions
TRADITIONAL FUNNEL IS OUT-DATED…
Use
Discover
Expectation
Promise
Reality
Delivery Evaluate
Consider
Evaluate
Purchase
Open content & channels
Branded content & channels
Insights & Profiling
Analytics & data collection
Vision & Strategies
Omni-channel interactions
Product & service for customers
HIGH IMPACT
MEDIUM IMPACT
3
Consumer Clarity vs. Cloudiness – start point for relevant interactions
Mastery of the customer data… internal/ external… and real-time… is foundational
“BELOW AVERAGE” DATA-LANDSCAPE
Have and leveraging as needed
Have some and more needed
Don’t’ have it but may need it
Structured Unstructured
External
Internal
Batch
Copyright © 2015 Accenture All rights reserved.
Structured Unstructured
External
Internal
Batch
Call Center
Stores
Websites
Mobile App/ SMS
Social media/ blogs
Locations/ Geo-tagging
Direct Mail/ emails
Offer and Promotion preferences
Demographics
Survey data
Psychographics/ Lifestyle
Household/ Occupation/ Income & assets
Spending Patterns & product/ service propensities
Communication & Interaction/ touch points preferences
Customer Profile
“ABOVE AVERAGE” DATA-LANDSCAPE
4
Knowing vs Understanding – real personalisation a new baseline
Linking detailed customer profiles to relevant actions a new baseline for personalised engagement
Copyright © 2015 Accenture All rights reserved.
PE
RS
ON
ALIS
AT
ION
Customer Profile
Recognise
Remember
Relate
Recommend
4 Rs OF PERSONALISATION: One size fits all… Segmented… Detailed
5
Wanting vs getting – customers desire personalisation and seamlessness
Being time-poor and information-rich has made consumers mode demanding and less patient
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Leading retailers are responding by integrating processes into seamless workflows
SEAMLESS RETAIL BY DIMENSION
Consistent Experience 1
Connected Shopping 2
Integrated Merchandizing 3
Flexible Fulfilment/ Returns 4
Personalized Interaction 5
Better, Faster, & Memorable
Absent Under- developed
Developed Advanced Highly Advanced
6
Source: Accenture Retail Practice
6
Predicting vs. Self-learning – the singularity is coming
Predictive modelling for decision support is about to move to AI driven self learning mode
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From discrete
to real-time
…across relevant touch points & locations
…with personalised offers to:
Attract & Drive traffic Convert to Customers
Engage and Retain
Propensities, Rules, offers &
Recommendations
Machine Learning
& AI
Data Integration Analytics & Insights Business Execution
Customers’ Profiles & segments
Network Profiles & clusters
Business Performance
…and closed loop learnings
& model refinements
7
Cool vs Creepy – the uncanny valley of CRM
Insights from a recent Accenture survey of retail customers in North America
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Good knowledge and strong recommendations from staff were appreciated…
Customers were happy to receive discounts and complementary item suggestions when shopping…
82% of respondents were happy to receive coupons and loyalty points, the preferred method of personalisation
Amazon was the most trusted of all retailers represented in the survey, with 69% of surveyed trusted them
…but intervention in purchases of food or clothes were criticised by 46% of those surveyed
…but found seeing recommendations from their friends while online shopping was delving too far into ‘creepy’
…but 52% were uncomfortable with being tracked by a retailer in store at all
…only a third of respondents felt confident that the information they supplied to online retailers was being correctly safeguarded
Vs.
COOL… CREEPY…
8
Good vs Great – what does it look like ?
AstraZeneca orchestrates insights, marketing collateral as well as offer ideation on global basis to
shorten the time & cost to market while driving the relevance to the customers up
Copyright © 2015 Accenture All rights reserved.
• Pharma player … 90 countries
• End to end MRM and CM capabilities
• Global DAM for marketing artefacts
• Insights lead targeting and closed loop ideation
• In-house marketing with global marketing services
WHAT?
• Workflow / back-end industralisation @ global scale
• Customer centric at heart – localised insights driven
• Streamlined workflows to minimise time to market
• Global orchestration and support to drive adoption
• Through the channel approach
• Data driven insights balanced with creative ideation
• Top line and cost out benefits
WHY?
9
Good vs Great – what does it look like ?
Procter & Gamble has scaled the marketing service in partnership with global partners to deliver
scaled and timely execution, that is tied to customer insights for each brand and market
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• Global FMCG player
• Focus on scaled digital innovation to drive brands’ health
• CRM visualisation, automation and optimisation focus
• Content management and scaled usage globally
• Service provision of marketing services by partner
WHAT?
• Global orchestration of CRM / MRM workflows & content
• Initiated unprecedented wave of digital innovation
• 90% of global marketing initiatives coverage
• 1500+ Customer centric and personalised websites
• Closed loop analysis and refinement process
• Reduction of time to market for initiatives by a half
• Reduction in production costs by a third
WHY?
10
Good vs Great – what does it look like ?
European telco successfully orchestrated real time customer and website data and behaviour to
drive real time personalised interactions leading to breakthrough conversion results
Copyright © 2015 Accenture All rights reserved.
• Digital sales acquisition and growth focus
• Growing importance of digital customer – 60% of decisions
• SEO SEM lead generation and sales cycle optimisation
• Value based commercial model
• Insights, analytics and content for personalised interactions
WHAT?
• Base-lined performance and closed up uplift measures
• Personalisation and Engagement in Real-Time
• Sales up 2.5x
• Conversion up 2x
• Sustainable knowledge transfer – process, org & digital
WHY?
Personalised
version
+79% click-through to Check outs
+ 31% click-through to order
Original
version
11
Good vs Great – what does it look like ?
mBank successfully orchestrates detailed customer data, CRM workflows and locations to serve
personalised, geo-specific and contextualised offers from multiple partners
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• BRE Bank (a member of Commerzbank group) launched mBank in 2000 as Poland’s first online-only bank..
• mDeals - Backboned on end to end loyalty, CRM, mobile wallet and decisioning engine to orchestrate the data, offers, insights to offers and location / partner specific experience
WHAT?
• Launched in June 2013 as one of the most advanced and One of the most advanced / user-centric online banks in the world
• Real time, geo and partner specific personalisation of offers and customer experience
• Merchant-funded offers, social media integration, “P2P” payments, gamification and video banking
WHY?
12
Reality vs Theory – where are the break points and how to forge ahead ?
Progressive capability building across DELTA … to deliver real applications for customer engagement
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12
Progressive
Balanced
Power the business and customer experiences by
optimizing the marketing, content, and commerce
technology and operations scaled as needed to perform
Robust, Scalable, Deployed Fast
Transform the business and operating models towards
customer-centricity and agility while infusing innovation
and analytics into the core culture
Effective, Agile, Delivers ROI
DELIGHT YOUR CUSTOMER
FLEX YOUR PLATFORM
RE-ORIENT YOUR BUSINESS
Understand your customer to design delightful omni-
channel experiences and services
Relevant, Elegant, Simple
Talking vs doing – how to make this real ? …we can help
For further information, please contact
Marek Rucinski
Managing Director – Accenture Interactive