© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
IDN Conference Dublin 2012
DIGITAL CRMEPISODE I“THE PHANTOM MENACE”
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
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
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 4
DIGITAL CRMTRENDS FOR 2012
WHAT CAN I SAY ?
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 5
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 6
Note “ ex French Fortune Teller”
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 7
SOCIAL MEDIA IS NOT A TREND, IT IS A DOOR OPENED
LET’s ASK MADAME IRMA
THE NEXT TREND IS…..SOCIAL MEDIA …!
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 8
EVERY YEAR SINCE 2009 , WE HEAR IT …!
LET’s ASK AGAIN MADAME IRMA
THE NEXT TREND IS….. MOBILE !
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 9
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
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 10
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 11
INNOVATIONS
CONNECTED DEVICES
INTERACTIVITY
TECHNOLOGY WILL NOT STOP….
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 12
REACH CUSTOMERS
ANY TIME
ANY PLACE
ANY HOW
YES , IT GIVES YOU MORE WAYS TO:
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 13
BUT WHAT DO WE HAVE ACTUALLY ?
MORE TOOLS
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 14
BTW THIS IS ACTUALLYTHE PROBLEM
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 15
DIGITAL CRM
✗✗
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 16
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
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 17
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 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 18
AND THIS IS A REAL TREND STARTED SOME YEARS AGO
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 19
WEAPON
MASS
DISTRIBUTION
USING MORE TOOLS IS USING DIGITAL AS
W.M.D.
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 20
SO WHAT ABOUTDIGITAL CRM
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 21
DIGITAL CRM
DIGIT
ALL CRM
DIGITAL CRM
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 22
DIGIT
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 23
DIGIT
EVOLUTION
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
© 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 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 25
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
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 26
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 27
ADD CDL TOUCHPOINT
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 28
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 29
START
END / SALES
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 30
START
END / SALES
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 31
START
END / SALES
111 1
1
1 1
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START
END / SALES
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START
END / SALES
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START
END / SALES
00
00
00
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START
END / SALES
111 1
1
1 1
00
00
00
1 : GRAY DOTS : ACTUAL TOUCHPOINTS0 : RED DOTS : DIGITAL ADDS ON
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 36
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
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 37
Within that journey Dedicated role Dedicated objective Dedicated impact
IN
OUT
© F5DIGITAL Consulting 2011 – Touchpoint responsibility
CONSUMERENGAGEMENT
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 38
ALL
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 39
NOT WHOLE
DIGITAL DOES NOT REPLACE TRADITIONAL
MEDIA
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 40
NOT HOLY
DIGITAL NOR SOCIAL MEDIA ARE MIRACLE
SOLUTIONS
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 41
ALL
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 42
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
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
CUSTOMERS
BRANDS
WE HAVE LESS TIME TO CONVINCE
CONTENT INFORMATION VOCAL CHANNELS CHOICE CONNECTIONS TIME
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 44
BEFORE NOW
LET THEM CHOOSE
SHARP SURGERY© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 45
ALWAYS : ADAPT
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 46
ALWAYS : VALUE
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 47
ALL WAYS : MULTI
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 48
ALWAYS ON
TIME
INTEN
SIT
Y
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 49
CRM
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
© 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 -
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 51
Consumer Really
Matters
Kudos to Wunderman for the Quote
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
Data
✗Rewards Points
✗Systems
✗
52
Design
✗Emails
✗Products
✗
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 53
Su
pp
ort
ing
pilla
rs
IS ABOUT CONSUME
RSENGAGED OVER TIME
THROUGHMULTIPLE TOUCH
POINTS
© F5DIGITAL Consulting 2011 – the definition of loyalty
LOYALTY…
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 54
DIGITAL CRM✗
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 55
THIS IS NOT ABOUT DIGITAL
CRMBUTCRM
IN A DIGITAL WORLD
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 56
CRM IN DIGITAL WORLD AS A WMD
FEWER SELECTED - BETTER RESULTS © Gregory Birge for F5DIGITAL
WAY TO
MAINTAIN
DIFFERENTIATION
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 57
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
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
www.f5digital.com I [email protected] I T: +65 6536 9766
Thank You!
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