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Grow Revenue and Engagement through strategic use of technology and innovation
Global CRM team Marta Federici, Guido Vaassen
Las Vegas April 26th 2017
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Introduction to Philips
Customer Obsession drivers @ Royal Philips
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Customer first culture
Insights driven approach Care and Supply superior experiences
1 on 1 value-driven relationships over a lifetime
Anytime, anywhere, superior engagement
Personalized information & solutions across the health continuum .
CRM AMBITION
“We aspire to create meaningful 1:!
relationships with our customers
leading to brand preference and long
term value exchange”
1. Deeply understand our consumers,
customers and patients
2. Deliver valuable 1:1 tailored experiences
3.Build long lasting relationships
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Core elements of our CRM approach
Strategy for a
transforming organization
Innovation driven by
Technology
Superior customer &
patient engagement
ROI
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Strategy for a
transforming organization
Technology fueled
innovation
Superior customer &
patient engagement
ROI Innovation driven by
Technology
Core elements of our CRM approach
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2 Philips stories to share
Black Friday campaign 2016 EIR – B2C Health
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Philips story 1
Black Friday 2016 The most successful global Black Friday campaign ever launched at Philips
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Objectives
Make a big sales impact in the US Market
Exploit new mobile channel opportunities
Boost speed to Market and adoption
Unleash operational excellence
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Campaign strategy Creative Operational excellence Scale
The winning factors
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1. Campaign strategy
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Grow and engage the Database, very timely
• In May 2016 we started to: Increase new consumer acquisition
Boost engagement 6 month
Enhance communication timing and relevance
Assess and improve operational set-up along the way
Team-up with our key vendors and partners
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2. Creative
Static design 2 steps approach: teaser & BF - same creative Flat offers on all products
State of the art interactive Oracle kinetic design 3 steps strategy: Teaser & Black Friday, and Cyber Week Tailored offers
Black Friday Creative / 2015 vs 2016
Black Friday (mobile)
Multi device-optimized creative Tablet kinetic
Mobile kinetic
Desktop HTML
Cyber Monday (mobile)
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3. Operational Excellence
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Running a tight ship
Management
• Global, local teams and Operations daily working in close alignment
• Operational process mapping and enhancement
• Dedicated Black Friday team
Planning
• Creative process started as early as May 2016
• Time spent on proper preparation to allow time savings on local implementation
Broadcast
• Advanced broadcast planning to ensure deliverability of multiple big amounts of emails, in a few days time, across multiple countries
• 24 hours campaign monitoring
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Behind the scenes of BF Testing & Segmentation
We created 18 audience segments. Per segment we built 1 email + 4 additional emails for testing
Of each segment, we then took out 5% for testing purposes
After about 1 hour we could analyse the test results and automatically send out the remaining 95%
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4. Scale
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Speeding up Market adoption
• US creative was used as the base design and a Global blueprint was created from it
• The blueprint allowed for faster campaign implementation for any adopting country
• Campaign approach and creative were aligned, on-brand, spam filter proof and ready-to-use
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The original US Black Friday campaign became a Global blueprint and successfully adopted by 7 additional markets!
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Results
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Black Friday 2016 results (YoY comparison)
2015 vs 2016
# emails sent: +415%
# of unique opens: +377%
# of unique (shop) visitors:
+314%
# orders: +207%
Revenue in Euro: +378%
Inbox placement score 90%
Open rates reached > 60% , CTR reached 21%
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Philips story 2
EIR – B2C Health Unlocking higher consumer engagement with sensitive health data
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Our challenge Consumers want to play a more active role in the management of their health. They want to be engaged, empowered and educated.
For Philips to talk with consumers about their health conditions, we need to ensure the privacy of their health data.
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I was diagnosed with COPD
I use a Philips sleep mask
I am interested in information about
sleep apnea
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• Stopping of Marketing activities • Financial sanctions such as Anti-spam fines • Bad press / brand damage • Criminal sanctions may also be imposed
Consumer privacy awareness: 92% of US internet users worry about their privacy online 77% have moderated their online activity due to privacy concerns 91% say to avoid companies that do not protect their privacy
Source: TRUSTE National Security Alliance, US Consumer Privacy Index, 2015
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Eir
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How does this translate to the consumer journey?
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Consumers click-thru a general marketing email and opt-in for future communications related to their health
Consumer clicks thru, opt-in and create a secured, password protected account
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Consumer receives email inviting them to register for our Dream campaign
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Consumers are sent an email indicating they have a secure message waiting for them
Consumer uses their username and password to retrieve message from “gated” area of Eloqua Eir
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Eloqua Eir sends email to consumer informing them that they have a secure message available
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Dream Family acquisition campaign
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Response rates EIR Silver pop Bench
mark
# of unique opens: +34% 27%
# Click through rate: +11% 5.4%
EIR results today
31% higher open rate than industry benchmark More than doubled click through rates compared to external benchmark
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In Norse mythology, and from 13th century traditional sources, Eir (Old
Norse "help, mercy"[1]) is a goddess and/or valkyrie associated with medical skill. Eir may have been originally a healing goddess and/or
a valkyrie.”
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