Bridging the gap between online & crm To create great customer experiences, CRM and Online marketing should not be viewed separately. If you combine transactional (CRM) data with realtime (online) behaviour, you are ahead of the game. Still, CRM/CVM and Online/Ecommerce often exist in silos. This presentation offers 5 tips to bridge the gap between online and crm. Illustrated by practical examples of leading organisations in various industries. In addition, it shares a practical toolset including a Customer Profiling Scorecard, a Digital CRM Strategy Roadmap and a process for continuous Marketing Performance Improvement.

1. BRIDGING THE GAP BETWEEN
CRM & DIGITAL MARKETING
5 STEPS TO BETTER ENGAGE CUSTOMERS AND DELIVER EXCEPTIONAL CUSTOMER EXPERIENCE
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2. 1+1 = 3
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3. USING CRM DATA FOR BETTER TARGETED ADVERTISING
Customer leased the car one
year ago and manufacturer has
her name + postal address
Now,
Customers are found and
targeted just before they must
renew their leases.
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4. USING ONLINE DATA TO PERSONALIZE COMMUNICATIONS
Purchase history and customer preferences determine
customer segment and offer. Suddenly, customer
shows interest in toothbrushes on website or in app.
Now, customer
receives
more relevant
offer, in the
moment
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5. HOW?
FIVE STEPS #
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6. #1. Make friends across silos
#2. Create integrated journeys
#3. Be(come) a data scientist
#4. Small steps. With a vision.
#5. Always be testing
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7. #1. MAKE FRIENDS ACROSS SILOS
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8. AT A MAJOR TELCO
Before:
Since 2013:
…
…
CRM
Online
…
Online
…
CRM
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9. ORGANISATIONAL GAP
CRM/CVM
Value Management
Building relations
Cross/up/deep/retain
POTENTIAL
Online/eCom
Acquisition Management
Direct response
# and % conversions
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10. #2. CREATE INTEGR
ATED CUSTOMER J
OURNEYS
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11. ING DELIVERS “NEXT BEST OFFERS” IN REAL TIME
NBA on website
Personal advice
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12. ING DELIVERS “NEXT BEST OFFERS” IN REAL TIME
o
o
o
Response rates x3
Annual cost reduction 35%
Leadtime from 21 to 4 weeks
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13. CUSTOMER EXPERIENCE MANAGEMENT “ON THE GO”
o
o
o
Find dropoff moments
Replay individual journeys
Optimize value of each visit
Tealeaf
so)ware,
www.tealeaf.com
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14. #3. BE(COME) A DATA SCIENTIST
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15. WEHKAMP RETARGETING & PERSONALISATION
Targeted banners:
o 15x better ROI
o 5x better CTR
Personalised e-mails:
o 23% higher openrate
o 68% higher CTR
o 67% less opt-out
o 271% higher sales-per-send
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16. ☺
NAWE:
Bonuskaart,
E-­‐mail,
naam,
adres,
lee=ijd
+
Voorkeuren
+
Feedback
+
Social
media
content
CUSTOMER PROFILING SCORECARD
Explicit 5Profile
4
Customer Metadata
3
2
Implicit Profile
1
0
Journey Profile
Response Profile
Session Profile
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17. CUSTOMER PROFILING
SCORECARD (2)
Explicit customer profile
Session-profile
Customer maintained profile: name, address, email,
settings, favourites, configurations, preferences, product
ratings, reviews, Q&A, UGC, Social Media Content
Real-time behavioural data: referring site, location,
campaign exposure, use of site functionalities, customer
intent
Implicit customer profile
Customer journey profile
Supplier maintained behavioural profile: online
transactions, offline transactions, product use, service use,
interactions, socio-demographic data, psychographic data
Longitudinal cross channel behavioural data: multi stage
decision process identification, microconversions,
engagement
Response-profile
Customer meta data
Stimulus-reponse-data related to functionalities and
campaigns. Include contact history, interaction pressure,
campaign response, stimulus-sensitivity
Analytics generated customer data: recency/frequency/
value profile, LTV-profile, segmentation, engagement
scoring, attitudinal scoring, sentiment scoring
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18. #4. SMALL STEPS. WITH A VISION.
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19. DIGITAL CRM STRATEGY ROADMAP
2012
Phase 1
2013
Phase 3
Phase 4
Phase 5
Basics
Quick Wins
Customer Value
Life Time Value
Customer Journey
Program
Prospect
Welcome
Order Follow Up
Churn / Retention
EDM: abandoned cart
EDM: customer journey
Win back
EDM: behavioral events
Campaigns
Bulk communication
Simple segmentation
Segmentation
Multi channel
Personalized
Real time Interactive
Reports
Hi-prio KPI’s
All KPI’s
Dashboards
Balanced Scorecard
Analysis
RFM
Basic Segmentation
Advanced Segmentation
LTV
Behavioral segmentation
Value drivers
Loyalty drivers
Share of Wallet
Life style segmentation
Engagement scoring
ROMI analysis
Marketing
Performance Improvement
Monitor basic KPI’s
Set up test- and control groups
Simple A/B testing
Advanced A/B testing
Multivariate testing campaigns
Advanced A/B testing programs
Multivariate testing programs
ROMI optimization
Customer Data Integration
Registrations
Transactions
Customer Profiles
Contact history
Survey data
Campaign feedback data
Integrate business units
Web data
Social media data
Competitor data
External environment data
Vision & Strategy
Customer
Contact Strategy
Phase 2
2014
Insights
(example Roadmap)
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20. #5. ALWAYS BE TESTING
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21. VODAFONE INCREASED CONVERSION BY 378%
Optimize e-mail
+233%
Differentiate
+43%
Net conversions +378%
In 5 months
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22. LEARNINGS
o
o
o
o
Design optimization pays off (!)
Source predicts behaviour
Personalize on click behaviour
Segmentation on opened vs clicked
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23. MARKETING PERFORMANCE IMPROVEMENT CYCLE
12. Improve
1. Set Goals
2. Set KPI’s
11. Discuss
10. Analyze
3. Plan
Customer
VALUE
4. Prepare
9. Report
5. Contact
8. Optimize
7. Monitor
6. Follow up
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24. #1. Make friends across silos
#2. Create integrated journeys
#3. Be(come) a data scientist
#4. Small steps. With a vision.
#5. Always be testing
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25. 3
3
1+1 =
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26. Visi
Questions!
TWITTER:
EMAIL:
PHONE:
@LARSCRAMA
LARS.CRAMA@2ORGANIZE.COM
+31 6 51506820
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27. REFERENCES
o
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http://experiencinginformation.wordpress.com/2010/05/10/customer-journey-mapping-resources-on-the-web/
http://public.dhe.ibm.com/common/ssi/ecm/en/zzw03183usen/ZZW03183USEN.PDF
http://public.dhe.ibm.com/common/ssi/ecm/en/zzc03039usen/ZZC03039USEN.PDF
http://www.ibm.com/smarterplanet/global/files/be__en_be__commerce__unica_casestudy_ing_021910.pdf
http://matthewsonmarketing.com/2013/01/22/chapter-21-showing-results-romi-dashboardskpis-and-forecasting/
http://desonance.files.wordpress.com/2012/07/cxexample_highres_desonance.pdf
http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-herfather-did/
http://www.adexchanger.com/data-exchanges/with-getonboard-liveramp-blurs-the-lines-between-crm-andadvertising/
www.tealeaf.com
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28. visit www.2organize.com
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