Splio_presentation_magentocom_china

From crm to cemNew challenges of

Multichannel Experience Management

Magentocom 2013 - Shanghai

Magentocom 2013 – Shanghai

A BIT OF HISTORY

3Magentocom 2013 – Shanghai

QUICK CHANGES

4Magentocom 2013 – Shanghai

E-Commerce

• Traffic data• Identified purchases• Carts tracking


QUICK CHANGES

5

E-Commerce Mobile


• Shop anytime • Shop anywhere• GPS data

Magentocom 2013 – ShanghaiMagentocom 2013 – Shanghai

QUICK CHANGES

6

E-Commerce Mobile Social Networks


• Shop anytime • Shop anywhere• GPS data

• Word of mouth• In store tagging• Recommendations


QUICK CHANGES

7

E-Commerce Mobile Social Networks

Tremendous amount of prospect and customer Data


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


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%


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


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


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


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


14

THE CHALLENGE IS TECHNICAL

Huge storage capacityRedundancy

Fast calculationIndexation Datamarts


Infrastructure

15

THE CHALLENGE IS TECHNICAL

Cashier (POS) connectioneCommerce

AnalyticsEDM/SMS Platforms

Call-centers


Huge storage capacityRedundancy

Fast calculationIndexation Datamarts

Infrastructure Connectivity

16

BUT NOT ONLY

Traditional CRM solutions do not match today’s market expectations and capacities


17

BUT NOT ONLY


Marketers need to make quick decisions based on relevant KPIs


18

BUT NOT ONLY



Teams have to be operational quickly without weeks of training


19

BUT NOT ONLY



Teams have to be operational quickly without weeks of training

Platforms should be accessible from any place and any devices


20

NEW CHALLENGES NEW OPPORTUNITIES

CRM has become a lot smarter


21



Website browsing activity


22




Centralized on/off behaviors


23





Social Networks opengraph / socialgraph


24





Social Networks opengraph / socialgraph

Geotagging and mobile apps


25


And the technology is ready


CURRENT CRM MODELS

26

Weaknesses Evolutions


CURRENT CRM MODELS

27

Focus on Transactions



CURRENT CRM MODELS

28

Focus on Transactions Focus on purchase intention



CURRENT CRM MODELS

29


Rewards on Revenue



CURRENT CRM MODELS

30


Rewards on Revenue Rewarding loyalty, sharing, contributions, influence



CURRENT CRM MODELS

31



Multichannel



CURRENT CRM MODELS

32Important informations



Multichannel


Omnichannels, away from “silo” managed strategies


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


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


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


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


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”


A NEW CRM




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















RewardingProgram

SaaSMode

Omnichannel

Easy-to-use & intuitive

CentralizedDatabase

AdvancedTargeting

5



C:/Users/Splio/Desktop/ENGAGE - the movie.avi


Date post:	28-Dec-2014
Category:	Business
Upload:	bluecom-group
View:	2,390 times
Download:	0 times

Splio_presentation_magentocom_china

Business