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The customer is NOW 
Kris Vranken 
Managing Director 
Stratics
It’s 
Not 
Your 
Mother’s 
CRM 
Anymore
The 
Customer 
Is 
NOW
The 
Customer 
Is 
OMNI 
Lines between offline and online shopping 
experiences are blurring 
Research online and 
buy products online 
Research online and 
visit store to 
purchase 
Visit a store, and then 
purchase online 
Research online visit store to 
view product, then return 
online to purchase 
44% 
51% 
17% 
32%
Kris Vranken - The Customer is Now
TODAY 
The 
Customer 
is NOW Get in Control 
In Five Steps
Identify 
Differentiate 
Monitor 
Interact 
Customize 
360° customer centric 
Customer DNA 
KPI’s & Migrations 
Trigger Based & Omni Channel 
1 to 1
Identify Differentiate Monitor Interact Customize 
Tear down the silos ? 
8
Identify Differentiate Monitor Interact Customize 
Connect the dots ! 
Mobile 
SOCIAL 
MEDIA 
SOCIAL 
INSIGHT 
MOBILE 
APPS 
Social 
Media 
INTER-FACES 
Web Sites 
BI 
SHOPS Loyalty 
DATA 
QUALITY 
services 
Internal Management 
WEB 
SITES 
GOOGLE ESHOP 
BEHAVIO 
R 
ERP 
CRM 
KIOSK 
Customer 
service 
Physical 
Stores 
Contact 
Centers 
Off-line EVENTS 
Marketing 
Insights 
Platform 
MIP 
EMAIL 
DM 
SMS 
Multi 
Channel 
Push 
Facebook 
ADS 
Twitter 
Vouchers
Identify Differentiate Monitor Interact Customize 
TMI syndrome 
10
Identify Differentiate Monitor Interact Customize 
Think as a marketeer
Identify Differentiate Monitor Interact Customize 
Think 
As 
Your 
Customer
Identify Differentiate Monitor Interact Customize
Identify Differentiate Monitor Interact Customize 
Turnover 
200 € / jaar 
Behavior 
 20 tickets 
 10 € / ticket 
Total budget 
 250 € / year 
Reageert sterk op 
email en promoties 
Turnover 
200 € / jaar 
Behavior 
 8 tickets 
 25 € / ticket 
Total budget 
 500 € / year 
Reageert sterk op DM 
Actief op social media 
Turnover 
200 € / year 
Behavior 
 4 tickets 
 50 € / ticket 
Total budget 
 200 € / year 
Koopt altijd online
Identify Differentiate Monitor Interact Customize 
Engagement & 
Net Promotor Score
Identify Differentiate Monitor Interact Customize 
Customer DNA 
Basket 
Transactional 
Engagement 
Omni Channel 
DQ
Identify Differentiate Monitor Interact Customize
Identify Differentiate Monitor Interact Customize 
KPI modelling 
Revenue / active customer 
Revenue / visit 
Visits 
Revenue / item Items 
Total Revenue Marketing Investment 
Retention 
Active Customer 
Customers 
Households Penetration 
ROMI 
New Customers 
Engagement Score 
Net Promotor Score 
Responsiveness 
Channel Preference
Identify Differentiate Monitor Interact Customize 
Define clear objectives 
Get Keep Grow Winback
Identify Differentiate Monitor Interact Customize 
Targeted Interaction 
20
Identify Differentiate Monitor Interact Customize 
Ad hoc campaigns 
Spring 
Promo 
New Year 
Promo 
Back to 
School 
Upsell Xmas 
campaign 
Cross-sell 
campaign 
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Identify Differentiate Monitor Interact Customize 
In reality 
Single shot actions 
Organised in silos 
Focus on reach 
Cost cutting optimization
Identify Differentiate Monitor Interact Customize 
23 
Customer Journey 
Customer Engagement 
GET KEEP GROW WINBACK 
Time 
Loyalty / VIP 
Social 
Participation 
Repeat engagement / Content 
Key Desired Behaviors 
Awareness 
Trial / Welcome / First Experience 
Re-Engage 
Satisfaction 
X-sell 
Referrals 
Define 
Customer Journey 
Events
Identify Differentiate Monitor Interact Customize 
Customer Journey Events 
Kocht al een tijdje 
geen boek meer 
Klikte gisteren vooral 
op reisboeken 
Is volgende week 
5 jaar klant 
Is fan van dwarsliggers 
Heeft net een boek 
besteld 
Laatste DM kwam 
retour 
Kocht net een boek 
Is morgen jarig 
Gaf een lage 
NPS waardering
Identify Differentiate Monitor Interact Customize 
LIFE 
based 
PRODUCT 
based 
RELATIONSHIP 
based 
LOCATION 
based 
Triggers
Identify Differentiate Monitor Interact Customize 
Spring 
Promo 
New Year 
Promo 
Back to 
School 
Upsell Xmas 
campaign 
Cross-sell 
campaign 
Life Cycle Based Programs 
Product Cycle Based Programs 
Relationship Based Programs 
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 
EVENT DRIVEN MARKETNG 
PROGRAMS 
Trigger Based Programs 
Local Based Programs
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
EVENT 
Time 
TODAY 
Communication is constantly 
triggered based on individual 
behavior of the customer ! 
Real-time Trigger Based 
Identify Differentiate Monitor Interact Customize
Identify Differentiate Monitor Interact Customize 
Results 
“Gemiddelde response van 10-11% met trigger based marketing, 
tegenover 2-3% met traditionele direct mail campagnes.”
Identify Differentiate Monitor Interact Customize 
29
Identify Differentiate Monitor Interact Customize 
Channel & Target Group Performance 
ROI (cumulative)
Identify Differentiate Monitor Interact Customize 
Customize the Experience 
31
Identify Differentiate Monitor Interact Customize 
32
Identify Differentiate Monitor Interact Customize 
Use 
360° 
Customer 
Insights 
To 
Customize 
ALL Touchpoints 
MIP
Identify 
Differentiate 
Monitor 
Interact 
Customize 
Get Keep Grow Winback 
Customer Engagement 
Time 
Loyalty / VIP 
Social 
Participation 
Repeat engagement / Content 
Key Desired Behaviors 
Awareness 
Trial / Welcome / First Experience 
Re-Engage 
Satisfaction 
X-sell 
Remember the tactics 
Define 
Objectives 
Focus on 
Customer Journey 
Learnings
WE 
INSIGHTS 
creating customer value & engagement

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Kris Vranken - The Customer is Now

  • 1. The customer is NOW Kris Vranken Managing Director Stratics
  • 2. It’s Not Your Mother’s CRM Anymore
  • 4. The Customer Is OMNI Lines between offline and online shopping experiences are blurring Research online and buy products online Research online and visit store to purchase Visit a store, and then purchase online Research online visit store to view product, then return online to purchase 44% 51% 17% 32%
  • 6. TODAY The Customer is NOW Get in Control In Five Steps
  • 7. Identify Differentiate Monitor Interact Customize 360° customer centric Customer DNA KPI’s & Migrations Trigger Based & Omni Channel 1 to 1
  • 8. Identify Differentiate Monitor Interact Customize Tear down the silos ? 8
  • 9. Identify Differentiate Monitor Interact Customize Connect the dots ! Mobile SOCIAL MEDIA SOCIAL INSIGHT MOBILE APPS Social Media INTER-FACES Web Sites BI SHOPS Loyalty DATA QUALITY services Internal Management WEB SITES GOOGLE ESHOP BEHAVIO R ERP CRM KIOSK Customer service Physical Stores Contact Centers Off-line EVENTS Marketing Insights Platform MIP EMAIL DM SMS Multi Channel Push Facebook ADS Twitter Vouchers
  • 10. Identify Differentiate Monitor Interact Customize TMI syndrome 10
  • 11. Identify Differentiate Monitor Interact Customize Think as a marketeer
  • 12. Identify Differentiate Monitor Interact Customize Think As Your Customer
  • 13. Identify Differentiate Monitor Interact Customize
  • 14. Identify Differentiate Monitor Interact Customize Turnover 200 € / jaar Behavior  20 tickets  10 € / ticket Total budget  250 € / year Reageert sterk op email en promoties Turnover 200 € / jaar Behavior  8 tickets  25 € / ticket Total budget  500 € / year Reageert sterk op DM Actief op social media Turnover 200 € / year Behavior  4 tickets  50 € / ticket Total budget  200 € / year Koopt altijd online
  • 15. Identify Differentiate Monitor Interact Customize Engagement & Net Promotor Score
  • 16. Identify Differentiate Monitor Interact Customize Customer DNA Basket Transactional Engagement Omni Channel DQ
  • 17. Identify Differentiate Monitor Interact Customize
  • 18. Identify Differentiate Monitor Interact Customize KPI modelling Revenue / active customer Revenue / visit Visits Revenue / item Items Total Revenue Marketing Investment Retention Active Customer Customers Households Penetration ROMI New Customers Engagement Score Net Promotor Score Responsiveness Channel Preference
  • 19. Identify Differentiate Monitor Interact Customize Define clear objectives Get Keep Grow Winback
  • 20. Identify Differentiate Monitor Interact Customize Targeted Interaction 20
  • 21. Identify Differentiate Monitor Interact Customize Ad hoc campaigns Spring Promo New Year Promo Back to School Upsell Xmas campaign Cross-sell campaign JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
  • 22. Identify Differentiate Monitor Interact Customize In reality Single shot actions Organised in silos Focus on reach Cost cutting optimization
  • 23. Identify Differentiate Monitor Interact Customize 23 Customer Journey Customer Engagement GET KEEP GROW WINBACK Time Loyalty / VIP Social Participation Repeat engagement / Content Key Desired Behaviors Awareness Trial / Welcome / First Experience Re-Engage Satisfaction X-sell Referrals Define Customer Journey Events
  • 24. Identify Differentiate Monitor Interact Customize Customer Journey Events Kocht al een tijdje geen boek meer Klikte gisteren vooral op reisboeken Is volgende week 5 jaar klant Is fan van dwarsliggers Heeft net een boek besteld Laatste DM kwam retour Kocht net een boek Is morgen jarig Gaf een lage NPS waardering
  • 25. Identify Differentiate Monitor Interact Customize LIFE based PRODUCT based RELATIONSHIP based LOCATION based Triggers
  • 26. Identify Differentiate Monitor Interact Customize Spring Promo New Year Promo Back to School Upsell Xmas campaign Cross-sell campaign Life Cycle Based Programs Product Cycle Based Programs Relationship Based Programs JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC EVENT DRIVEN MARKETNG PROGRAMS Trigger Based Programs Local Based Programs
  • 27. EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT EVENT Time TODAY Communication is constantly triggered based on individual behavior of the customer ! Real-time Trigger Based Identify Differentiate Monitor Interact Customize
  • 28. Identify Differentiate Monitor Interact Customize Results “Gemiddelde response van 10-11% met trigger based marketing, tegenover 2-3% met traditionele direct mail campagnes.”
  • 29. Identify Differentiate Monitor Interact Customize 29
  • 30. Identify Differentiate Monitor Interact Customize Channel & Target Group Performance ROI (cumulative)
  • 31. Identify Differentiate Monitor Interact Customize Customize the Experience 31
  • 32. Identify Differentiate Monitor Interact Customize 32
  • 33. Identify Differentiate Monitor Interact Customize Use 360° Customer Insights To Customize ALL Touchpoints MIP
  • 34. Identify Differentiate Monitor Interact Customize Get Keep Grow Winback Customer Engagement Time Loyalty / VIP Social Participation Repeat engagement / Content Key Desired Behaviors Awareness Trial / Welcome / First Experience Re-Engage Satisfaction X-sell Remember the tactics Define Objectives Focus on Customer Journey Learnings
  • 35. WE INSIGHTS creating customer value & engagement

Notes de l'éditeur

  1. real time, big, digital & oflline customer centric The customer is NOW
  2. real time, big, digital & oflline customer centric The customer is NOW
  3. “If your eyes are focussed on your new clients your ass is focussed on your existing…”