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How to deliver digital-age customer experiences that set you apart from the competition? Learn how to realize your organization's CRM potential, to acquire more customers and build customer loyalty.
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© CGI Group Inc.
CRM for the Digital Age Seminar
CGI Belgium
27th February 2014
Agenda
Key note - Hans Vets, Senior Vice President , CGI Belgium
Market survey results
Buyer’s Journey, Benny van Calster from Minds & More
Buyer’s Journey with Dynamics CRM & ClickDimensions
CGI’s CRM Value Proposition
Q-Park customer testimonial, Sacha Oerlemans
Closing note - Hans Vets, Senior Vice President , CGI Belgium
Networking
2
CGI is a global end-to-end IT and business
process services leader
* Before Logica
World’s 5th largest independent IT and BPS firm
10,000 clients across
the globe
69,000 professionals,
85% shareholders*
High-end business
and IT consulting
100+ mission-critical
IP-based solutions
$10B annualized
revenue
400 offices,
40 countries around
the world
System integration, IT
and business process
outsourcing
Client satisfaction:
9.1/10
3
MIDDLE EAST AND AFRICA
ASIA PACIFIC
VENEZUELA
COLOMBIA
PERU
CHILE
BRAZIL
ARGENTINA
EUROPE
FINLAND
SWEDEN
NORWAY
ESTONIA
UNITED KINGDOM
IRELAND
PORTUGAL
SPAIN
FRANCE
ITALY
LUXEMBOURG
BELGIUM
NETHERLANDS
GERMANY
SWITZERLAND
POLAND
CZECH REPUBLIC
SLOVAKIA
DENMARK
HUNGARY
INDIA
AUSTRALIA
PHILIPPINES
EGYPT
MOROCCO
UNITED
ARAB
EMIRATES SAUDI
ARABIA
SOUTH AMERICA
SINGAPORE
MALAYSIA
NORTH AMERICA
USA
CANADA
A strong local presence around the world
4
A few of our clients in Belgium
Financial
Services Public Sector Health
Energy,
Utilities &
Telco
Manufacturing
Retail &
Distribution
5
9.1/10 satisfaction score from signed assessments from every client
95% on-time,
on-budget delivery
What differentiates CGI?
1. We deliver on our promise of quality work
and outcomes.
2. Our local client directors are directly
responsible and accountable for client
satisfaction.
3. Our members are committed to helping our
clients succeed.
9.4/10 clients would recommend us for further work
6
CRM in Collaboration with…
CGI is the No 1 partner in Europe
CGI has Microsoft practices in over
18 countries with over 6, 000
resources
Has realised numerous CRM
implementations around the globe
across all sectors
CGI has a partnership with
Minds&More, leveraging their wealth of
business experience in Sales &
Marketing
CGI has a new, local partnership with
ClickDimensions
Leveraging email marketing and
Marketing automation for Dynamics
CRM
7
“CGI is a key partner for Microsoft. It’s
sound business expertise, experience and
it’s relationship with major European
companies”
Barbara Gordon, VP for Enterprise Partners,
Microsoft
Evolution of customer relationship model
8
S&P 500 index
-1.3%
Customer Experience Laggards
-46.3%
Customer Experience Leaders
22.5%
5-year stock performance of
Customer Experience (CxP)
leaders vs. laggards vs. S&P 500
(2007-2011)
Showing cumulative total return.
Market Survey Results
9
How and why
CGI Belgium conducted a survey from December 2013 – February 2014, to understand if there has been a change in how leading Belgian organisations are growing market share in the digital age.
The way people interact and buy has fundamentally changed. As a business, you face new challenges in how to engage with your customers across multiple channels.
Managing the customer relationship is a key concern for companies looking to foster customer loyalty. A company’s success depends on its ability to create and nurture mutually profitable relationships with its customers. Organizations face many challenges in the way they engage with customers. We see greater demand for insight that is then applied across a business. The fact that this will be in real time from digital channels present great challenges, yet great opportunities to increase customer value as well as drive operational efficiencies.
11
The results are in!
The results – further explained
• 47% of respondents felt their organisation’s holistic approach to
customer relationships is unaware / unconsidered with a further 47%
exploring these activities. However, fundamental aspects of what
makes the approach holistic were also rated as unaware /
unconsidered.
• We see that 67% of organisations are still struggling to undertake
customer segmentation activities to identify the profile of their ideal
customer. This is also confirmed by the customers we have worked
with recently.
• When you break down the results by sector, a fascinating divergence
emerges. There are some sectors where ‘CRM is a top priority’; for
MRD it was considered a top priority by 41% and FS by 20%. This is in
stark contrast to Public Services 20% and EUT 7%.
12
The results – further explained
• The results show that organisations see the urgency and understand
that investments in CRM strategies still needs to be made, however it
is not being approached in a holistic, customer centric way.
• 74% of those prioritising CRM haven’t yet established their customer
touch points.
• Surprisingly, 53% of those prioritising CRM are still exploring how to
make efficient use of customer data, a pain that is common theme
across all sectors. Unsurprisingly, 55% of the top pains felt within
current CRM implementations have been cited as data quality and
correctness issues.
13
People are proud to be loyal
14
Why are people proud to be loyal?
• What we can deduce from the survey results is that organisations are
still experiencing the traditional pains we’ve seen over the last 5-10
years.
• 90% of respondents chose a romantic weekend away should they win
a prize for responding.
• What CGI is witnessing with clients is a continued increase in peoples
responsibility in their BAU work, while resources available are
shrinking within organisations.
• The increase in pressure for people to do more with less without the
appropriate tools and means has been the status quo for years.
Unfortunately most organisations aren’t harnessing the power of
technology to enable their employees to efficiently and effectively do
more with less.
15
Why are people proud to be loyal?
• In the 2 dimensional world that we used to operate in, our customers weren’t educated buyers. They came directly to you for your expertise and knowledge. You were always ahead of the buyer when they came to you. Now, in most cases the buyer knows more about your products and services than you do. Based on our research and statistics, we continue to see that the buyer is already ahead of your sales person by the time they have a conversation.
• The growing use of new technology and channels that provide customers with a wealth of information on company products and services has rapidly changed today’s buyer-seller relationship. We have a new generation of educated buyers….
• The power lies within integrating customer data across sales, marketing, and service to retain your educated and loyal customers because people are proud to be loyal.
16
Each touch point matters!
Educated Buyer
4.5 billion people are empowered to
share their opinions, wants & needs like
never before
44% of consumers complain via social
media. 20% expect a response within 1
hour via social media
400 million tweets per day about products,
services, and brands
150 average number of times a person
checks their phone each day
Telephone
Forms
Review
sites
Forums/
Blogs
Social
Networks
Automatic
Chat
Public
Answers
people
used
to talk
TO you
people
talk
ABOUT
you
you
have to
talk TO
people
17
6.8 billion on mobiles
90% of data is created via social media
90% of today’s buyer’s are 2/3 to 90% of
the way through the buying process before
they speak to you
Social media explained
<< I need to pee >>
18
<< I peed >>
<< This is where I pee >>
<< Why am I peeing? >>
<< Look at this pee! >>
<< I’m good at peeing >>
Buyer’s Journey, Benny Van Calster
Partner, Minds&More
19
We help clients to grow their business by building capabilities in marketing, sales & transformation
21
MARKETING
SALES
TRANSFORMATION
Define, develop, communicate and deliver offerings that have value for your customers
Boosting commercial performance enabling you to find, win and retain customers
Building organizational focus, capabilities and the necessary change to win more in the market
REALISING BUSINESS GROWTH IN TODAY’S ENVIRONMENT
22
How to align your resources to maximise your growth trajectory?
• People • Processes • Systems
How to match the customer needs in today’s digital age?
• Information search upfront • When does the Selection & buying process
start … • Online & offline integration requirements
RISKS TO AVOID
Often there is a disconnect between Sales & Marketing business processes and the ‘true’ Customer’s buying journey.
Sales pushing for a close when customers have not even recognized that they have a gap
Untroubled &
Unaware
Gap Acknowledged
Need agreed
Evaluate Suppliers & Solutions
Select Best
Implement Assess Value
The Customer’s ‘Buying Journey’
List of Prospects
Qualify Propose Close Deliver Up-Sell & Cross-Sell
Typical Selling Process
BUYERS’S JOURNEY
Gaps
versus
needs!
Decision made
Preference formed
Offers understood
Need agreed
Gap acknowledged
Interest established
Positioned in category
Untroubled and unaware
Before benefits are enjoyed, we need....
STRATEGIES TO FILL, PROGRESS AND ‘RECYCLE’ BUYERS
Interest established
Gap acknowledged
Need agreed
Offer understood
Preference formed
Decision made
Positioned in category
Untroubled and unaware
LEAD TO REVENUE MANAGEMENT PROCESS
26
HOW ABOUT YOUR ORGANISATION?
• Aligned business objectives?
• Defined steps/stages of the buyer’s journey?
• A standardised sales process?
• Enabled in your CRM & customer touch point systems?
• ‘trust’ in your Customer data quality?
• Business reporting into your CRM?
27
Key components to realise your business growth !
Buyer’s Journey Use Case with Dynamics CRM & ClickDimensions
Use Case: Company SafetyFirst
We represent a company that sells Personal Protection Products. We
deliver a wide range of products (e.g. Head, Body, Foot protection) that
can be used in different professions to prevent injuries and physical
harm.
29
SafetyFirst
30
31
Integrated Lead Generation between Marketing & Sales
32
Integrated Lead Generation between Marketing & Sales
CGI’s Value Proposition
Multiple customer purchase paths
Digital Customer
Channel RESEARCH SHOP BUY PICKUP SERVICE
In-Store
Catalogue
Web
Phone
Mob App
Social
1 2 3 4 5
Browse
Search
Compare
Ask
Visit
Info
Reviews
Ref
Order
Check
Confirm
Share
Local POS
Install
Trouble
shooting
Help
Return
The lighter the colour, the less
companies master these
channels
34
Complexity can disturb a great customer
experience
35
36
Aligning to the customer experience
The need to develop customer relationships….
• In a digital world has never been greater
• As can been seen in the previous slide, there are multiple
communication channels for interaction which we can help you with
• Beginning with a CRM database, WCM, Web Analytics, Campaign
Management, Marketing Automation, Social Media Marketing, Nurture
Marketing, Lead Management, Cross sell/up sell campaigns, and
mobile marketing.
• We will help you articulate your roadmap, implement Dynamics CRM
as the foundation, and in support of this we can provide application
and infrastructure management, and Business Process Optimisation
services.
37
Final thoughts on the buyer’s journey
38
18%
The number of respondents consider ‘adapting the business due to changing customer buying behavior’ as a top priority. (KPMG SiCW Business Leaders Survey)
Value Proposition: driven by business goals
39
• CGI has a solution to collect critical customer insights across
marketing, sales and service. These insights can be used across
today’s multichannel buyers journey to increase your market share.
• These insights can be used across today’s multichannel buyer’s
journey to increase your market share in different
• For detailed information on CGI Belgium’s CRM Value Proposition
please contact us at [email protected]
A few Dynamics CRM and Mobile references
40
Final thoughts
CGI has a privileged partnership with Microsoft, supported by the
executive management of the 2 companies.
We continue to invest efforts and ensure our members have up to date
certifications in CRM to enable us to share our knowledge and expertise
across the Belgium market.
Our clients have come to rely on CGI’s highly accountable operating
structure and commitment to quality work. As a result, we have a
strong track record of turning one-time projects into long-term
relationships.
We believe we are uniquely placed on the Belgium market to support you
in this challenge of the changed buyer’s journey.
41
Customer Testimonial
Q-Park
Closing – Hans Vets
Senior Vice President, CGI Belgium
CGI’s Digital Customer Experience
• We hope you better understand the need to act now.
• If you would like to speak to our CRM expert please contact
• If you would like more information on the Buyer’s Journey please
contact [email protected]
• If you would like a presentation on the Belgium Market Survey
Results please contact [email protected]
• If you would like further information on CGI Belgium’s Business
Process and IT Services please contact [email protected]
Our commitment to you We approach every engagement with one
objective in mind: to help clients succeed
