Presentation given in Barcelona for Connecting Group 2nd of March 2011. Please contact me for mentions in pictures

1. Crosschannel Marketing :
Enabler of Customer Centricity
Frederic GILBERT
Barcelona, 2nd of March 2011
Innovative e-Marketing
Connecting Group

4. But
before
A
couple
of
Questions
And raise your hands if you answer yes,
but keep your hands raised between question 1 & 2

5. We all know what is a customer, right ?

6. We all know what is a channel, right ?

8. Cross Channel Marketing,
Customer Centricity enabler

10. Customer Centricity

11. From Inside-out…

12. …to Outside-in

13. Opposed visions
Product Centric Customer Centric
1. Best product for customer 1. Best solution for customer
2. New products 2. Personalized packages of
products, services, support,
education and consulting
3. Cutting-edge products, useful
features
3. Customizing for best total
solution
4. Most advanced customer
4. Most profitable, loyal
5. On the side of the seller in a
customer
transaction
5. On the side of the buyer in the
transaction

14. Don’t worry products
get along with solutions

15. Cross-channel
Marketing

16. Cross Channel
not
Multichannel

17. Cross Channel implies

18. Distribution

19. Sales people

20. Online sales platform

21. Countries

22. And many other
distribution
channels

23. But
Not
Only

24. You also have

25. Communication

26. Webmarketing

27. Social Media strategists

29. One
Major
Issue

30. SILO EFFECT

31. How we
So can
Succeed ?

32. Rely on

33. and
USE
the
Levers
of
CUSTOMER CENTRICity

34. Levers of Customer Centricity

35. Lever #1
Coordination

36. Lever #2:
Collaboration

37. Lever#3
Clout
AKA « Power »

38. Lever #4
Capabilities

39. Lever #5
Connection

41. Questions & Group Work

42. Pick a question
1. Barriers to Cross-Channel Marketing
2. Incentives? Co-workers & Customers
3. Data sharing: issues and solutions
4. Key factors for a successful Customer Experience
5. Design innovative Crosschannel Walkthroughs
6. How would you market your crosschannel
strategy inside and outside the company?
7. Customer Ownership Issues
8. Role of Social media in Crosschannel marketing
(distribution & communication)
9. What do you do of the old silos?
10. Why can’t you do without crosschannel?

43. Thank you
Frederic GILBERT
netskyf@gmail.com
+ 33 6 75 21 77 16
Twitter: @netskyf
Facebook: www.facebook.com/netskyf
LinkedIn: www.linkedin.com/fredericgilbert1976
Groups “Social CRM Europe” LinkedIn