Can CRM really drive the cross-channel customer experience? @ Richard Thomas, Outbox, presentation at TMT.CustomerExperience'13 Warsaw

1. Can CRM drive
the Cross-Channel
Customer Experience?
TMT.CustomerExperience’13, Warsaw 13-06-2013

2. Introducing Outbox
Outbox is a leading consultancy delivering innovative IT
solutions to boost Customer Experience through
personalisation, social relationships empowerment and world
class CRM.
© Outbox | 16 kwietnia 2013
Outbox combines world-class technical skills
with a high-integrity work ethic to capture the
real value of the latest applications.

3. What do we mean by Customer Experience?
© Outbox | 16 kwietnia 2013
Customer Experience is the sum
of all experiences a customer has
with a supplier of goods and
services over the duration of a
transaction, or during their
relationship with that supplier,
from awareness, discovery,
attraction, interaction, purchase,
use, cultivation, and advocacy

4. Business Opportunity of Customer Experience
© Outbox | 16 kwietnia 2013
Over 5 years the Customer Experience leader
portfolio generated:
 27% better returns than the S&P 500 Index
 128% better returns than Customer Experience
Laggard portfolio
 better annual returns than the S&P 500 Index,
in 4 out of 5 years

5. Cross-Channel Customer Experience
© Outbox | 16 kwietnia 2013

6. Leveraging CRM to drive Cross-Channel CX
© Outbox | 16 kwietnia 2013
Customer
Relationship
Management
Customer
Profile
&
Account
Management
SFA
&
Order
Management
Inquiry
&
Problem
Management
Contact
&
Multi-Channel
Management
Offer &
Marketing
Campaign
Management
Loyalty
&
Retention
Lead
&
Territory
Management
Reporting
&
Business
Intelligence

7. Loyalty & Retention
© Outbox | 16 kwietnia 2013
Customer
Relationship
Management
Customer
Profile
&
Account
Management
SFA
&
Order
Management
Inquiry
&
Problem
Management
Contact
&
Multi-Channel
Management
Offer &
Marketing
Campaign
Management
Loyalty
&
Retention
Lead
&
Territory
Management
Reporting
&
Business
Intelligence

8. Trends in Customer Experience and Loyalty
© Outbox | 16 kwietnia 2013
Customer Experience leaders have:
 19.5% more customers likely to
recommend them
 19.2% more customers reluctant to
buy elsewhere
 18.4% more customers willing to do
repeat business

9. Innovations in Loyalty & Retention
© Outbox | 16 kwietnia 2013
 Gamification

10. Innovations in Loyalty & Retention
© Outbox | 16 kwietnia 2013
 Mobile loyalty
 Replacement for physical loyalty
card
 Real-time rewards and offers based
on geolocation services or in-store
touchpoints
 Can be extended to include mobile
wallet (e.g. QR codes payments)

11. Customer Profile Management
© Outbox | 16 kwietnia 2013
Customer
Relationship
Management
Customer
Profile
&
Account
Management
SFA
&
Order
Management
Inquiry
&
Problem
Management
Contact
&
Multi-Channel
Management
Offer &
Marketing
Campaign
Management
Loyalty
&
Retention
Lead
&
Territory
Management
Reporting
&
Business
Intelligence

12. Customer Profile Management
© Outbox | 16 kwietnia 2013
360o
Have you really done this….?

13. Customer Profile Management
© Outbox | 16 kwietnia 2013
Meet the Expectations of Different Customers
Millennial Generation
Generation X
Generation Y
Baby Boomers

14. Customer Profile Management
© Outbox | 16 kwietnia 2013
 Understand what each of your customer segments wants from
your business
 Agree on desired customer behaviours and what the Customer
Experience will be from the customer’s perspective
 Design the Customer Experience for each segment
 Implement the business rules support those Customer
Experiences across all channels; e.g.
 online navigation
 call centre routing

15. Inquiry & Problem Management
© Outbox | 16 kwietnia 2013
Customer
Relationship
Management
Customer
Profile
&
Account
Management
SFA
&
Order
Management
Inquiry
&
Problem
Management
Contact
&
Multi-Channel
Management
Offer &
Marketing
Campaign
Management
Loyalty
&
Retention
Lead
&
Territory
Management
Reporting
&
Business
Intelligence

16. Inquiry & Problem Management
© Outbox | 16 kwietnia 2013
 Social Monitoring
 Use artificial intelligence to detect angry or
unhappy customers and take direct action
 Monitor pervasive mood across the internet

17. © Outbox | 16 kwietnia 2013
 Peer to Peer Support
 Empower customers to share their
experience, ideas and advice
 Leverage user-generated content
to service other customer
 Gamify support with status and
achievements
 Link it loyalty by rewarding
customer participation and
expertise
Inquiry & Problem Management

18. Leveraging CRM to drive Cross-Channel CX
© Outbox | 16 kwietnia 2013
Customer
Relationship
Management
Customer
Profile
&
Account
Management
SFA
&
Order
Management
Inquiry
&
Problem
Management
Contact
&
Multi-Channel
Management
Offer &
Marketing
Campaign
Management
Loyalty
&
Retention
Lead
&
Territory
Management
Reporting
&
Business
Intelligence

19. Contact & Multi-Channel Management
© Outbox | 16 kwietnia 2013
Customer
Relationship
Management
Customer
Profile
&
Account
Management
SFA
&
Order
Management
Inquiry
&
Problem
Management
Contact
&
Multi-Channel
Management
Offer &
Marketing
Campaign
Management
Loyalty
&
Retention
Lead
&
Territory
Management
Reporting
&
Business
Intelligence
 Please download our white paper which discusses:
 Mobile channels
 Touchable technology
 Design optimisation

20. Offer & Order Management
© Outbox | 16 kwietnia 2013
Customer
Relationship
Management
Customer
Profile
&
Account
Management
SFA
&
Order
Management
Inquiry
&
Problem
Management
Contact
&
Multi-Channel
Management
Offer &
Marketing
Campaign
Management
Loyalty
&
Retention
Lead
&
Territory
Management
Reporting
&
Business
Intelligence
 Please watch our YouTube video demonstrating
Cross-Channel Order Capture for Oracle Fusion CRM

21. Leveraging CRM to drive Cross-Channel CX
© Outbox | 16 kwietnia 2013
Customer
Relationship
Management
Customer
Profile
&
Account
Management
SFA
&
Order
Management
Inquiry
&
Problem
Management
Contact
&
Multi-Channel
Management
Offer &
Marketing
Campaign
Management
Loyalty
&
Retention
Lead
&
Territory
Management
Reporting
&
Business
Intelligence
 For more information on everything presented today
please download our CX white paper:

22. Outbox Resources
© Outbox | 16 kwietnia 2013

23. Business response to Customer Experience
© Outbox | 16 kwietnia 2013
 Appoint a Customer Experience owner (CCXO)
 Define your key Customer Experience metrics
 Identify and capitalize on unmet expectations
 Identify silos within your company and start developing
infrastructure that allows knowledge sharing and smart
communication across organizational boundaries
 Leverage your existing CRM investment and identify
further transformation opportunities

24. Outbox profile
© Outbox | 16 kwietnia 2013
 Polish company established in 2005
 Integrator in CRM, ESB & BPM
 #1 CRM systems integrator in Poland and CEE
 Implemented CRM solutions in CEE, EMEA and US
 Telco, banking, insurance and general business
 Over 350 consultants
 Offices in Poland, UK, France
 Partner with leading CRM technology providers

25. Thank you !
© Outbox | 16 kwietnia 2013
Richard Thomas
Oracle CRM Applications Director
richard.thomas@outbox.pl