Marketing and CRM are shifting from classic campaign management to an engagement-focused initiative, making it a multi-touchpoint and cross-functional challenge. Learn how to become super-efficient and generate engagement uplifts north of 100% with Nexus' Managing Director Nils Weber.

1. Building a Successful Operating
Model for Data Driven CRM

2. Nils Weber
Managing Director, NEXUS United
2020

3. Key Questions to be answered today
1. Why does the operating model matter in data driven CRM?
2. What does that mean for the rules of marketing and CRM?
3. How do we align our actions and build the right operating model?

4. Why does the operating model
matter in data driven CRM?

5. 5
Marcel, 37 years old
Intent:
Build his own garden shed
Base Segment:
Advanced skill-level, high DIY-affinity

6. 6

7. 7
Disclaimer: Random Example
based on my browsing experience

8. 8
Hardware store‘s Website / App
Based on the retailers app, one can
find the nearest branch. Additionally
one can calculate the materials
necessary for the project and find
useful tips in the help section.
Disclaimer: Random Example
based on my browsing experience

9. 9
Print / Offline Mail
Brochure with garden sheds as
inspiration for the selection of the
right shed.
Additonally / Optionally results of the
POS-consultation inlcuding an offer
for the materials.
Disclaimer: Random Example
based on my browsing experience

10. 10
Customers also bought
Disclaimer: Random Example
based on my browsing experience

11. 11
Disclaimer: Random Example
based on my browsing experience

12. 12
In-App Push Notification
Do you need help? Send us a photo
of your problem and we can send
you the right resources / contents.
Disclaimer: Random Example
based on my browsing experience

13. 13
Mail
Wait for 7 days:
Were you successful in realising your
project (garden shed)?
+ Give advice to ensure project
success (i.e. glaze the wood)
Disclaimer: Random Example
based on my browsing experience

14. 14
In-App Notification
Congratulations! Share your project
with the community and win a 500€
voucher at the end of the month.
Disclaimer: Random Example
based on my browsing experience

15. 15
SMS
After 6 Weeks:
Share inspiration and the voucher for
a follow-up project in order to re-
engage the customer.
Disclaimer: Random Example
based on my browsing experience

16. What does that mean for the rules
of marketing and CRM?

17. 17
Holistic data driven CRM actions affect many parts of the organization and
thus need to be managed consequently but carefullyOFFLINEONLINE
Thousands
of Customers
per Day
Available
customer base
Traffic via Search
Engine Marketing
Traffic via Social
Media & Social
Ads
Reach via
influencer /
blogger
DataInput
StandardIndividuell
Flyer / Print Ads Magazine
Receipts Loyalty Card Geotagging
Email Push SMS Social Print
Implications
from Print
Flyers
Offline
Surveys at
POS
Bags and
other
Merchandise
Coupons at
POS or on
receipt
CommunicationOutput
Inhalt Assortment Commerce
Digital Storefront
Point of
Sale

18. 18
Engagement focused CRM requires a
cross-functional collaboration and agile ways of working
Business Value – Customer Experience
§ Increase customer experience in the moment of interaction
§ Prevent bouncing of customers into other channels or to competition
§ Inspire known prospects / customers for further offerings, for them to return with
their next intent / need.
The perfect “Customer Life Cycle”-Model
§ Requires time and optimization
§ Evolves and diverges depending on the lifecycle stage and customer segment
§ Leads to a change in IT (organisation, processes and tools) and the collaboration
between business functions (marketing, sales product, analytics, e-commerce, etc.)
Triggered by
Environment
Triggered by
Customer
Classical
Schedule
Based on everchanging customer preferences and progress by competitors
resulting from advanced automation, the optimal / superior customer journey
can only be crafted in an iterative way:
Frequency Degree of Personalization Timing Channels
Marketing / CRM Campaigns

19. How do we align our actions and
build the right operating model?

20. 20
The first step of the data driven CRM initiative is to align with the existing
business model in order to contribute to overall strategy and targets
Guiding questions for
strategic alignment
Which kind of value
creation is the goal?
What is the goal of the initiative wrt value
creation and in the organisation?
• Develop new revenue streams or
support existing ones
• Digitize existing offline business
• Relevant cross-channel customer
communication
• Strengthening of brand value
• Increase efficiency (CapEx, OpEx)
Which role do data and
analytics play?
How will data be used in the future and
how will it impact processes like decision
making and optimization?
• Improved decision making
• Automate repetitive manual tasks
• Personalize customer experience
How is the strategy
translated into practice?
How will the data driven CRM project be
run in terms of organisation, processes
and technology?
• Overall project approach
• Prioritization and delivery
• Change management
• Involvement of other business
functions and teams

21. 21
In step two evaluate the value levers of data driven CRM
in order to develop focus-topics and roadmap scenarios
Offline Online
CapEx
Profit / Value
€
Revenue €
#
Orders
Traffic
Conversion
Rate Re-Purchase
€
Cart Value
# Products Ø Price
Costs €
OpEx
Fixed
Staff As-Is Tools As-Is
OpEx
Variable
SaaS € Consulting €
Additional
Staff
* * * * * * ** * ********* * *
* online only
Phase 2
Personalization
Phase 3
Integration of POS / Loyalty
Personalization as a base for data driven
marketing and CRM and as a quick win
for e-commerce conversion rates.
Integration of POS and loyalty data in order to
gain a holistic understanding of customer
behaviour and marketing / CRM impact.
Step Two: Extend campaigns to POS.
Phase 1
Customer Data Platform
Customer Data Platform as central
orchestrator of inbound data / data ingest,
segmentation and automated, consistent
cross-channel activation / campaigns.

22. 22
Jobs to be done in a successful and engagement-
focused marketing organization will change
Hypothesis Impact
Analysis
Feasibility
Analysis
Configuration &
Development
Release Review &
Optimization
• Understand customer
interaction with the digital
product and communications
• Develop hypothesis for
performance improvements /
campaigns
• Validate impact of hypothesis
• Knowledge about market and
customers required
• Prioritization according to
business value and decision for
implementation
• Technical understanding of digital
product and infrastructure
• Identification of necessary events
and campaign triggers
• Release of campaign
• Monitoring and potentially bug
fixes post launch
• Coordination of configuration,
content creation, configuration
and technical implementation
• Analysis and evaluation of
campaign performance
• Decision for optimization and
prioritization considering effort
required

23. 23
These jobs to be done are relevant for both project and
ongoing optimization phase and should be handed over to the line org
The final Modus Operandi should be introduced as part of the initial implementation, in order to ensure team / line ownership
Projekt
Delivery
Betrieb
Scoping
Initiale
Implementierung
1. Evolutionsstufe 2. Evolutionsstufe …
Service Integration
Initial
Implementation
1st Evolution 2nd Evolution
Run PhaseProject
Delivery

24. 24
In most cases diverse business functions contribute to
successful data driven CRM campaigns, but lack central ownership
Bring more users
into the funnel
Review of
results
Content
Creation
Improvement of
Campaigns
Input for
Improvement
Knowledge of
technology
Implementation
(backend events)
Improve funnel &
conversion rates
Strategic
guidance
Analyse relevant
events
Business Owner Marketing & CRM Analytics
Software
Development
Product
Owner
Prepare relevant
data and analysis
Analyse funnel
performance
Judge hypothesis
as lever for
additional traffic
Judge hypothesis
as lever for CRO
Improvement of
Campaigns
Hypothesis & Goal Setting
Impact Analysis
Feasibility Analysis
Configuration & Development
Release
Review & Optimization

25. 25
Hypothesis & Goal Setting
Impact Analysis
Feasibility Analysis
Configuration & Development
Release
Review & Optimization
Tomorrow these initiatives will be lead by the
„Customer Segment & Engagement Manager“
Business Owner Marketing & CRM Analytics
Software
Development
Product
Owner
Customer Segment
& Engagement
Oversee and
orchestrate
customer journey
Generate and
collect hypothesis
Coordinate and
setup campaign
Release and test
campaign
Coordinate
performance review
and optimization
Judge
implementation
efforts in tool
Bring more users
into the funnel
Review of
results
Content
Creation
Improvement of
Campaigns
Input for
Improvement
Knowledge of
technology
Implementation
(backend events)
Improve funnel &
conversion rates
Strategic
guidance
Analyse relevant
events
Prepare relevant
data and analysis
Analyse funnel
performance
Judge hypothesis
as lever for
additional traffic
Judge hypothesis
as lever for CRO
Improvement of
Campaigns

26. 26
Reporting (depending on focus)
Product
Development
Sales
When scaling the operating model, responsibilities need to be allocated
within the line organisation in order to remain manageable
Customer Segment &
Engagement Management
Product
Management
(Digital Platform)
CRM
Category
Management
(Assortment)
Customer Success
Management
Marketing
(Communication)
IT
(Tool Support)
Business Analytics
Input&Direction
Process&Result
Owner
Enabler
Integration into the existing Organisation Allocation of Responsibilities within and across Teams
Acquisition
Onboarding & Expansion
Retention & Reactivation
CustomerSegments
Product Categories

27. 27
As a result cross-functional collaboration within an iterative
process becomes the key success factor in data driven CRM
Our experience shows that an agile collaboration
model following the SCRUM approach is the best
solution to:
• Enable the necessary continuous flow of
communication regarding progress, prioritization,
performance, feasibility and optimization.
• Swiftly react to changes, re-prioritize tasks and re-
focus based on data driven insights
• Ensure a dynamic completion of the work at hand
And consequently enable data driven CRM success.
Consequently it requires an interdisciplinary team of Business Owners, Marketeers and Tech-Experts,
that is capable of autonomous decision making and agile collaboration.
Sprint Planning
Interdisziplinäres
Team
(Business Owner,
Marketing, Tech)
Customer Segment &
Engagement Manager
Product Manager &
Marketing Manager
Daily Scrum
Sprint
24h
AnalyseSprint Review
Go-Live
Use Case
Optimierungen an
bestehenden Use
Cases
Scrum Rollen
Scrum Artefakte
Scrum Ereignisse
2-4
Wochen
Sprint
Backlog
Optimization Backlog
Kampagnen Backlog
Technischer
Konzeptions-Backlog
Hypothesen Backlog
Journey
Konzeption

28. Digression: CRM beyond Marketing,
integrating with Sales and Service

29. 29
Data Channels
Customer Data Platform
Predictive
Segmentation
Multi-Channel & Data
Clever ID &
Crossdevice Tracking
DataIntegration
Orchestration
Personal &
Demographic
Onsite
Behavioural Data
Engagement
Data
Transactional
Data
Mobile &
Device Data
Email
Push
Messaging
SMS
Social
Direct Mail
Web
Customer
Marketing CRM tools collect customer- and behavioural data from digital touchpoints
in order to automate and personalize interactions at scale
A Customer Data Platform (CDP) is the storage
and management-tool for all digital customer
interactions.
Focus is to capture all relevant customer events,
segment customers and start further
personalized interactions (cross-channel).
„Events“ are captured from website visits, orders,
interactions with campaigns but also via offline
orders and personal customer service or bots.

30. 30
Sales &
Service Cloud
Sales and Service Cloud are the core systems for
customer and prospect 1:1 contact.
Focus is to enable consistent and high quality
processes, traceability of communication and fast
case resolution / sales process guidance.
In the context of data driven CRM it is cruical to
integrate marketing-, sales- and service-CRMs to:
1. Trigger segmentations / campaigns based on
results from 1:1 communication
2. Enable sales- and service-agents based on a
holistic 360° customer view across channels
Sales and Service Clouds collect and orchestrate inbound communication and
the efficient handling of „real 1:1 – human to human interaction“

31. Let’s look at some details

32. 32
Im Rahmen einer Skalierung des Operating Models,
gilt es Verantwortlichkeiten in der Linie neu zu schneiden

33. Key Questions answered today
1. Why does the operating model matter in data driven CRM?
2. What does that mean for the rules of marketing and CRM?
3. How do we align our actions and build the right operating model?
NEXT: Get in touch to discuss and fine-tune your operating model!

34. Building a successful Operating Model for
Data Driven CRM
Thank You!

35. Nils Weber
n.weber@nexus-united.com
+49 173 158 3002
2020