A presentation to the Wine Industry Technology Symposium on July 10, 2012 on How CRM Requirements affect your company. Many tout CRM or data capture as the end game - build (or buy) a database, fill it with customer data and sales will result. Learn from those who built CRM systems what requirements you need to look for and how your strategy (Sales? Retention? Growth?), channels (On Site? Web? Social Media?) and implementation can affect your overall company.

1. Fields
of
Dreams?
How your CRM Requirements and
Strategies Affect Your Company
1 July
10-­‐11,
2012
Napa
Valley
Marrio4

2. Looking Ahead:
Things to Think About
2 July
10-­‐11,
2012
Napa
Valley
Marrio4

3. Susan
DeMatei
Owner
Vinaly'c
@sdematei
susan@vinalyCc.com
July
10-­‐11,
2012
Napa
Valley
Marrio4

4. Scalability
is
Key
• Whatever
you
build
today,
you
want
to
use,
and
build
upon
tomorrow
Visualizingeconomics.com
designed by Nicholas Felton via the New York Times

5. Three
Areas
You
Should
be
IncorporaCng
into
Your
CRM
Strategy
Now*
• Mobile
• Social
Media
(Social
CRM)
• 3600
customer
view
including
trade
transacCons
*Each
has
its
own
technology
challenge
and
value
associated
with
it.
Depending
on
your
wine
price,
business,
target,
one
may
be
more
urgent
or
relevant
than
another.

6. Are
You
OpCmized
to
Collect
Data
on
Mobile
Devices?
• While
8
in
10
adults
in
the
US
now
have
a
cell
phone,
more
than
a
third
(35%)
of
all
Americans
now
own
a
smartphone
• Of
these,
one
quarter
conduct
most
of
their
online
browsing
on
their
phone.
1
• Two
primary
intercepCon
points
-­‐
research,
and
shopping
cart
• Four
out
of
five
US
smartphone
owners,
use
phone
to
research
shopping2
• 74
percent
made
a
purchase
following
research
on
phone2
1. July 2011 Pew Internet & American Life Project
2. Google/Ipsos April 2011 Survey of US smartphone owners

7. OpportuniCes
to
Capture
Data
While
Customer
Researches
Purchase

8. Shopping
Cart
OpportuniCes
• OpCmize
your
store
• Know
your
Google
AnalyCcs
• Understand
overall
mobile
customer
behavior
• 76
%
purchased
in-­‐store1
• 22
%
purchased
through
a
mobile
app1
• The
average
annual
spend
on
mobile
purchases
was
US
$3001
1. Google/Ipsos April 2011 Survey of US smartphone owners

9. Don’t
Forget
About
“Couch
Commerce”
• A
recent
Forrester
study
found
that
tablet
users
spent
more
Cme
online
with
their
tablet
than
their
PC
and
over
half
of
them
use
it
for
shopping
• In
fact,
among
those
who
owned
mulCple
devices,
the
tablet
trumps
both
the
spartphone
and
the
PC
as
the
preferred
shopping
device

10. Other
Mobile
OpportuniCes
• eCommerce
at
events
• ipads
and
portable
mobile
check
out
in
busy
tasCng
rooms
• Sign
up
for
mailing
list
with
QR
code
• Mobile
apps

11. Challenges
&
ConsideraCons
• Challenges
• IntegraCon
• Compliance
• ConsideraCons
• Consolidate
with
other
data
channels
for
360
degree
view
• But
segment
in
analysis
for
ROI

12. Social
CRM
• Age
of
choice
-­‐
SM
is
another
communicaCon
channel
• And
it’s
viral

13. 4
Steps
to
Social
CRM
1. Know
your
customers’
behavior
• Monitoring
tools
(Radian6,
Social
Connect)
2. Intercept
them
where
you
can
with
opCmized
soluCon
3. Append
customer
profile
in
CRM
with
contact
info
and
preferred
communicaCon
method
4. Communicate
them
in
preferred
channel

14. Trade
• If you’re not serving the customer, your job is to be
serving someone who is
• Jan Carlzon, ex-CEO SAP Group
• 3600
view
means
retail
behavior
as
well
• Look
forward
and
work
toward
a
two
way
data
sharing
world
where
the
customer
is
delighted
• Share
engagement
strategies
with
distributors
&
retailers
• Ask
them
to
parCcipate
and
support
their
efforts
• Encourage
site
visits
and
capture
and
build
data
• Report
back
to
them

15. Final
Thought
for
Future
Plans:
RetenCon
is
the
New
AcquisiCon
• New customer acquisition gets nearly double the attention of
customer retention efforts
• 91% of Companies measure the success of a marketing program by
the number of new customers acquired1
• Over a 5 year period customer attrition rates could reach as high as
50% in a unmanaged database2
1. 2009 Survey of Marketing, Media and Measurement, by King Fish Media
2. 2010 Report from Frederick Reichheld of Bain & Company

16. QuesCons?