DIGITAL CRM ?

© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

IDN Conference Dublin 2012

DIGITAL CRMEPISODE I“THE PHANTOM MENACE”


FRENCHBRUTALHONEST

TRUTHMARKETIN

GSTRATEGY© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 3


DIGITAL CRMTRENDS FOR 2012

WHAT CAN I SAY ?




Note “ ex French Fortune Teller”


SOCIAL MEDIA IS NOT A TREND, IT IS A DOOR OPENED

LET’s ASK MADAME IRMA

THE NEXT TREND IS…..SOCIAL MEDIA …!


EVERY YEAR SINCE 2009 , WE HEAR IT …!

LET’s ASK AGAIN MADAME IRMA

THE NEXT TREND IS….. MOBILE !


LAST CHANCE MME IRMA !

COMPANY AUTOMATION PLATFORMS

CLOUD COMPUTING DECISION SUPPORT SYSTEMS

(DSS) DATA MINING AUDIENCE VISUAL ATTENTION ATTENTION MEASUREMENT

SALES FORCE AUTOMATION CRM, SALES MANAGEMENT SOCIAL CRM CONTEXTUAL TARGETTING LAYERS

CONSUMER CENTRICS

ELECTRONICS POS (EPOS), NFC GEOLOCALIZATION, MOBILE GATEWAYS INCREASED SPEEDS MULTI SCREENS, REMOTE CONTENT



INNOVATIONS

CONNECTED DEVICES

INTERACTIVITY

TECHNOLOGY WILL NOT STOP….


REACH CUSTOMERS

ANY TIME

ANY PLACE

ANY HOW

YES , IT GIVES YOU MORE WAYS TO:


BUT WHAT DO WE HAVE ACTUALLY ?

MORE TOOLS


BTW THIS IS ACTUALLYTHE PROBLEM



DIGITAL CRM

✗✗


ECOSYSTEM

SOCIAL MEDIA

TOUCHSCREEN

DATA1-1

OFFLINE

APPSSMS

QR CODES

MOBILE

SEO-SEMLISTENING

SEARCH

WEBSITESMICROSITES

PLATFORM

DIGITAL ADSCONTEXTUAL AD

AR / 3D

PUSH

© F5DIGITAL Pte Ltd 2011 – Digital Resonance

EXTRACT OF THE DIGITAL WORLD



WE ARE JUST FINDING SMARTER WAYS

TO ADDRESS MORE INFORMATION

TO MORE PEOPLE © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -


AND THIS IS A REAL TREND STARTED SOME YEARS AGO



WEAPON

MASS

DISTRIBUTION

USING MORE TOOLS IS USING DIGITAL AS

W.M.D.


SO WHAT ABOUTDIGITAL CRM



DIGITAL CRM

DIGIT

ALL CRM

DIGITAL CRM



DIGIT



DIGIT

EVOLUTION


© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 24© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -


1 0 1 0 1 0 0 1 1 0 1 0 1 0 1 0 1 0 1 0

PRECIOUS MOMENT TO INFLUENCE CUSTOMERS

TOUCHPOINTS



ADD CDL TOUCHPOINT




START

END / SALES


START

END / SALES


START

END / SALES

111 1

1

1 1


START

END / SALES


START

END / SALES


START

END / SALES

00

00

00


START

END / SALES

111 1

1

1 1

00

00

00

1 : GRAY DOTS : ACTUAL TOUCHPOINTS0 : RED DOTS : DIGITAL ADDS ON


Legend Gray color : Traditional

offline Orange color : Print Digital

impact Blue color : Website /

platform Green color :

Communication Brown color : Mobile

content Black color : Digital

display

INITIATION

CDL

AGENTS

CUSTOMERS

CONSIDERATION EVALUATION VISITS SALES HAND OVER

Investment willingness

MarketAssessment

Personal research

Ask for information

Visit website

Organize visit

Visit showroom

ADMINISTRATIVE

First meeting

Property research

Fine tuning

Visit decisionPurchase decision

Document preparation

Bank

Lawyers

Agent informed

Support preparation

Signature of sales

Key handover

2-3 years

CUSTOMER JOURNEY

EXPECTATIONS

TOUCH POINT and BELATED ROLES

CUSTOMER EXPECTATIONS

Easy access to information

Wide range of channels available

Moving preparation

Have confidence with the agent

Reassuring his own decision

Finding accurate and relevant information

Support to narrow the choices

Be reassured in the visit process

Confirm his right selection and choice

Selecting the right property

As easy as possible

No troubles at all

As fast as possible

Be recognized and valued

Get informed on progress

Support if move in

Recognized when get key

TRADITIONAL TOUCHPOINTS

ADDITIONALDIGITAL

TOUCHPOINTS

Showroom Inspire before purchase Generate desire

Brochure Inspire before purchase Generate desire

Newspapers and flyers Property more specific push

mass marketing to drive interest

ATL - OOH Mass communication Generate brand image and

interest

Financial institutions Get budget ready

Legal institutions Get paper work & stamps

readyCDL Showroom Get comfortable setting to

close the deal

CDL Key collection office Recognize customer High value contact

QR codes and unique URL Give more intimacy to

property Give more multimedia content Generate increased desire Track origin of research

Website Ease the selection process Organize his content Capture information Track property researched

QR codes and URL links Push dedicated content Capture data Track source of content

DM and eDM Follow up after site visit Generate envy to visit

showroom

Personal research

Website Show the entire extent of the

options Give confidence

Dedicated tools on web Articles Calculators to reassure the

customer in his choice

Mobile app Ease the booking Ease note taking Ease sharing of information

DM and eDM Follow up after showroom visit Thank you and recognition Tracking

Digital touchpoint More interactivity More explanations if needed

on features

© F5DIGITAL® 2011 – Reproduction strictly forbidden

DM and eDM Confirmation of documents High quality 1:1 handovers

Website Provide support Ease process

DM and eDM Key progresses Final thank you

Website Keep track Ask questions if needed Dashboards

Mobile app Keep track

COMPANY X

SHOWROOM

KEY COLLECTIONS


Within that journey Dedicated role Dedicated objective Dedicated impact

IN

OUT

© F5DIGITAL Consulting 2011 – Touchpoint responsibility

CONSUMERENGAGEMENT


ALL



NOT WHOLE

DIGITAL DOES NOT REPLACE TRADITIONAL

MEDIA


NOT HOLY

DIGITAL NOR SOCIAL MEDIA ARE MIRACLE

SOLUTIONS


ALL


1 0 1 0 1 0 0 1 1 0 1 0 1 0 1 0 1 0 1 0

1:1

1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0

MASS MARKETINGIS FORBIDDEN IN 2012


CUSTOMERS

BRANDS

WE HAVE LESS TIME TO CONVINCE

CONTENT INFORMATION VOCAL CHANNELS CHOICE CONNECTIONS TIME


BEFORE NOW

LET THEM CHOOSE

SHARP SURGERY© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -


ALWAYS : ADAPT


ALWAYS : VALUE


ALL WAYS : MULTI


ALWAYS ON

TIME

INTEN

SIT

Y


CRM


© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 50© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -


Consumer Really

Matters

Kudos to Wunderman for the Quote


Data

✗Rewards Points

✗Systems

✗

52

Design

✗Emails

✗Products

✗


Su

pp

ort

ing

pilla

rs

IS ABOUT CONSUME

RSENGAGED OVER TIME

THROUGHMULTIPLE TOUCH

POINTS

© F5DIGITAL Consulting 2011 – the definition of loyalty

LOYALTY…


DIGITAL CRM✗


THIS IS NOT ABOUT DIGITAL

CRMBUTCRM

IN A DIGITAL WORLD


CRM IN DIGITAL WORLD AS A WMD

FEWER SELECTED - BETTER RESULTS © Gregory Birge for F5DIGITAL

WAY TO

MAINTAIN

DIFFERENTIATION


CRM IN A DIGITAL WORLD

CONSUMER ENGAGEMENTTOUCHPOINTS ALL, ALWAYS, ALL WAYS

THE RIGHT DATAMARKETING

EFFECTIVENESSTHE RIGHT METRICS

EPISODE II : ATTACK OF THE CLONES

EPISODE I : THE PHANTOM MENACE


www.f5digital.com I [email protected] I T: +65 6536 9766

Thank You!

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DIGITAL CRM ?