Fabio Castronuovo @ Smarter Engagement 2015

1. Data Driven Customer Engagement
Brain Storm
Fabio Castronuovo @fcastro72
Smarter Engagement Milan
9 April 2015

2. Engagement why?
“The last step is understanding that
every customer just wants to be
happy. “*
* Paul Greenberg
And you…… Why do you want to engage with your customers?

3. Age of data!
1990
The Media Age
2000
The Digital Age
2011
The Social Age
2013
Big Data Age

4. New culture
The call centre is dying
One in three social media users prefer social care to
contacting the company by phone.
Source: Nielsen, 2012
Boundaries. Why boundaries?
Experts and fans are everywhere!
Outperforming enterprises intensively collaborate
with customers (60% versus 39% of underperformers).
Source: IBM C-Suite Study 2014
Trust is the capital of modern enterprise.
Employees and customers control this capital.
Increasingly, people trust employees and customers over corporations.
- A person like yourself: 47% in 2009 - 62% in 2014 (+15%)
- Regular employee: 32% in 2009 - 52% in 2014 (+20%)
Source: IBM C-Suite Study 2014

5. 1990 : Age of media
TV
Interviste
Telefoniche
Focus
Groups
Warranty
Vendita
Billing Data
Radio
Stampa
Cartelloni
stica
Mail
WOM
Call
Centers
Fax/Emails

6. 2000 : The digital Age
TV
Warranty
Vendita
Billing Data
Radio
Stampa
Cartelloni
stica
Mail
WOM
Search
Online
Ads Clicks
Page
Views
Sessions Register Optin
Interviste
Telefoniche
Focus
Groups
Call
Centers
Fax/Emails
Chat / Cobrowsing

7. 2015 : Social & Mobile Age
TV
Warranty
Vendita
Billing Data
Radio
Stampa
Cartellonistica
Mail
WOM
Search
Online
Ads Clicks
Page
Views
Sessions Register Optin
Social Media
Blog Posts Recensioni Share UGC Tweet
Like Fan Retweet Favourites Comment Mentions
Interviste
Telefoniche
Focus
Groups
Call
Centers
Fax/Emails
Chat / Cobrowsing
WebListening
Digital & Social
CRM

8. Main Themes in CRM / Marketing / Hr
Customer
integrated view
Predictive
Routing
Knowledge
Management
& Self Service
SCRM
Advocates /
Influencer
Discovery
Predictive
Analytics
Machine
Learning
Customer
Insights
Gamification
Employee
Branding
Talent
Scouting

9. Use Cases Examples
Involve subject matter experts in the extended organisation
in order to offer faster and better customer service
Resolve customer requests through social media in order to
improve customer satisfaction and brand affinity
Gamify processes and reward customers and employee in
order to incentivise behaviours, such as content creation,
open collaboration or sharing
Enrich & Unify customer profiles in order to
improve customer knowledge

10. Domande
1. State lavorando su qualcuno di questi temi per sviluppare degli
use cases?
2. Quali sono i problemi che volete risolvere attraverso
l’implementazione?
3. Quali sono i KPI che misurano il successo?
4. Quali sono i dati critici?
5. Ci sono tematiche di sicurezza e legali che non vi fanno dormire?
6. C’è sinergia fra i vari dipartimenti per creare una UX uniforme?
7. I dipartimenti IT riescono a soddisfare la richiesta di agilità e
velocità?
8. Avete in casa gli skill necessari per le sfide della data science?
9. Gli strumenti tecnologici a supporto sono adeguati?
10.La cultura aziendale supporta l’innovazione necessaria?

11. Remember