Applied Customer Insight | Logica Nederland

Applied Customer Insight

How do I improve return on investments by targeting the right customer with the right

How can I get one i f

How do I create an organisation where all right customer with the right

offering, in the right channel, and how can I incorporate social media and mobile in the channel

mix?

view of my customer when information

about customers are locked in internal silos and on the internet?

organisation where all employees know our

customers and all decisions and actions are reflecting what's best for

t ? and on the internet?our customers?

Data is exploding and we are loosing control. What data

should I capture and how do I turn it into actionable insight?

How to I know what customers are about to leave

me and what can I do to make them stay?y

How do I learn from How can I make my

customers use internet How do I learn from what's going on in the social forums and how do I turn

that into a valuable ?

and self service to increase service level and reduce customer

care cost?

How engage with my

How can I get a better understanding about what

asset?

How engage with my customers in social forums when I cant

control the conversations?

my customers are doing on Internet and social forums

and how this effect my business?

No. 2© Logica 2011. All rights reserved

l d hApplied Customer Insight

Applied Customer Insight1

2 From CRM to Social CRM

3 Key Business Drivers

4 How could my company benefit from Social CRM?

5 So what do I need to do?


l d hApplied Customer Insight - proposition areas

Customer C t

Direct MarketingContact CentreWebsitesIn-Store

Data from:Customer Management

• Intelligent marketing

Customer Analytics

• One customer view

Act Capture

EmailMobileSocial MediaTransactional SystemsCollaborative PlatformsBusiness Applications

• Intelligent Salesforcemanagement

• Intelligent Customer Service

• Predictive analysis

• Combine traditional customer data big data

d i l i i htAct CaptureMarketingand IT

Service

• Multi Channel management

and social insight

• Real time customer data

Interpret

• Customer Segmentation

• Customer loyalty management

Existing customer insightWeb Analytics

Insight:Interpreted by:

• Digital Self Service

• Customer Experience

Supply Chain & partnersSales & MarketingR&DManufacturingService DeliveryOperations

Web AnalyticsReal time mobile infoReal time social network monitoring Real time Sentiment AnalysisMarket infoSegmentationPredictive AnalyticsCustomer Intelligent Organisation

© Logica 2012. All rights reserved No. 4

Predictive AnalyticsCustomer Intelligent Organisation

l d h kApplied Customer Insight - key Business Drivers

Acquiring new customers• Increasing the number of clients in

growing market• Commercial campaigns programs

1Increasing operational efficiency

• Digital self service strategiesBack office process optimization and

4

• Commercial campaigns programs (internet, TV advertising, mailing, phone…)

• Attractive and competitive offerings

• Back office process optimization and automation

• Intelligent service level segmentation

Develop cross & up selling• One view of the customer• Roll out the sales know-how in the

2Monetize on social media

• Accept it as a game changer• Go from manage to engage with

5

Roll out the sales know how in the new networks

• Build a customer classification model• Optimize channel mix

Go from manage to engage with your customers

• Gain insight from big data and integrate social in channel strategies

Customer Retention• Customer knowledge is essential• Predictive analysis

3Integrate mobility in Strategy

• Customers are fast movers and they t t b bil

6

Predictive analysis• Pro active customer care• Proposing adequate offers and

services

expect you to be mobile• Mobility drives customer self service• Opportunities to reshape and

develop you offerings









l

“Th t diti l t i th ll tl

From CRM to Social CRM

“The traditional customer is the one we all were as recently as a decade ago. We bought products and services and based our decisions on utility and price. We communicated with the companies we were dealing with by letter, phone call, and occasional e-mail, if they had the facility to do that.

But that customer changed because of a social change in the early part of the millennium. The customer seized control of the business ecosystem and it was never the same.“

Paul GreenbergPaul GreenbergAuthor of CRM at the Speed of Light


f lConsumer journey for travelS

ites

V

isit

ed

HolidayRentals Hotels.com TripAdvisor

TUI

Expedia

Fi t Ch i

First Choice TUI

TripAdvisors

TUI

AirTours

First Choice

TUI

AirTours

Fi t Ch i

Thomas CookTravelRepublic

Thomas Cook

Teletext Holidays

HolidayWatchdog

AirTours

TUI

ebookers

First Choice

Thomas Cook

5 338 13 21 29

V First Choice

TUI

First ChoiceThomas Cook AirTours

First Choice

Olympic Holidays

Thomas Cook

ay 1

Holiday in the sun

5 338 13 21 29

es

Palm Beach Hotel Larnaca Cyprus

S i H lid

Cheap FlightsCyprus Holidays

Cyprus Hotels

Thomson Holidays

Da 1

Qu

erie

Cyprus holidays

Holidays in the Sun

yp

Europe Holidays

Spain Holidays Cyprus Holidays

Beau Rivage Hotel Cyprus

y

1212 2222 29 29 12 queries on

Google

12 queries on

Google

22 different sites

visited

22 different sites

visitedDays from

start to h

Days from start to

hNo. 8© Logica 2011. All rights reserved Source: comScore Research Paper October 2010

purchasepurchase








b dNew business drivers

Threats

We loose control over the buying process d di l b b d d

Opportunities

Attract new customers, upsell and cross ll d f land dialogue about your brand, products

etc.

Increased transparency regarding price

sell, drive customers to point of sales using social channels

Promote active advocates that market you Increased transparency regarding price, service levels etc. leads to commoditisationmakes it more difficult to differentiate

Promote active advocates that market you products, support your customers and

increases customer loyalty

Create social forums where customers are supporting each other to increase

operational efficiency and customer loyalty

Learn more about customers needs and preferences listening to social channels

Co create products and services with your customer using social collaboration









Case: Sales and marketing:b l dAttract members to corporately owned communities


Learn to know the customer combining structured d d fand unstructured information


Companies have some misperceptions regarding why h h lconsumers interact with them via social sites.


l dCase: Sales and promotion activities


l l h lCase: Drive sales to retail channel


dCase: Customer service – advocacy strategy


l lMutual value creation


l lf h h l ll bDigital self service through social collaboration


llCase: Customer intelligent organisation


b

“O d l i lik hi E h it

Best buy

“Our model is like a hive. Each group manages its owninitiatives, but we work under a common strategy. We are well

integrated well networked and everyone is responsible forintegrated, well networked, and everyone is responsible forsocial media,” said John Bernier, Best Buy.

• US$5 million in call center deflection• More than 100,000 social conversations annually• Nearly 3,000 registered employees on Twelpforce• Improved employee morale, better knowledge sharing and

connections across the enterprise corporate passion for social connections across the enterprise, corporate passion for social media innovation and significant brand buzz









h d d dSo what do I need to do?

• From CRM to customer engagement lifecycle management• Co created customer processes, value

exchange and mutual supportexchange and mutual support

• Integrate social media and mobile devices in channel strategy

• Get more in-depth insight by combining structured and

t t d i f ti d i t l unstructured information and internal and external sources

• Create links to R&D, supply chain and Create links to R&D, supply chain and rest of business, become a customer intelligent organisation

• Tear down the walls between marketing, sales & support


Thank you!Applied Customer Insight

Fredrik Ring, International Practice LeaderApplied Business Insight, Logica Business [email protected]