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Julia Tuzin teradata omnichannel_interactions

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Julia Tuzin teradata omnichannel_interactions

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- Выстраивание мульти канального взаимодействия,
-Интернет статистика по России
-Москва идет в мобильный интернет
- Лояльные клиенты общаются по многим каналам
- Зачем строить омни-канальное взаимодействие
- Этапы омни-канального взаимодействия
- Ориентируемся на продукт, а не на клиента
- Примеры проектов омни-канального взаимодействия

- Выстраивание мульти канального взаимодействия,
-Интернет статистика по России
-Москва идет в мобильный интернет
- Лояльные клиенты общаются по многим каналам
- Зачем строить омни-канальное взаимодействие
- Этапы омни-канального взаимодействия
- Ориентируемся на продукт, а не на клиента
- Примеры проектов омни-канального взаимодействия

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Julia Tuzin teradata omnichannel_interactions

  1. 1. ​Create smart customer multi-channel interactions: Business cases and best practices ​Julia Touzin, Digital Marketing Consultant, Marketing Applications, Teradata ​26 April 2015
  2. 2. Agenda 1. Introduction 2. The logic of omni-channel interactions 3. Best practices and customer examples
  3. 3. Consumers engage over more and more channels © 2014 TERADATA New touchpoints and contact channels Understand customer behavior and preferences Personalization Act quickly
  4. 4. Multiple customer journeys Source : Think with Google
  5. 5. The World is changing - some Stats for Russia … 94 % of Russian internet users shop on-line at least once a year … Around 75% of users visit the Internet every day … Half of the Russian adult population is connected Sources : ComScore, 2014 ; East-West Digital News & Data Insight at eCommerce Conference, 2014; Emailmonday.com ; ‘Россия в цифрах: 2012-2013’, Манн, Иванов и Фербер, 2013
  6. 6. Russian Internet users spend 37 hours per Month online Source : ComScore, Global E-Commerce Trends, June 6th 2014 Russian internet users spend more than 1 hour per day online What does this mean? Increased communication via digital channels Increased interest in eCommerce Increased expectations regarding relevance of information and seamless digital experience
  7. 7. 55% of Russians use their Smartphone to access their Email Accounts
  8. 8. Moscow is going mobile Sources : ‘Россия в цифрах: 2012-2013’, Манн, Иванов и Фербер, 2013 Free Wifi in Moscov underground is an indicator that mobile usage during commuting hours will further increase...
  9. 9. Where interactions happen EMAIL SOCIAL MOBILE DIGITAL MESSAGING DISPLAY ADS SEARCH WEB TV PRINT ADVERTISING RADIO CALL CENTER DIRECT MAIL OFFLINE CATALOGUES RELATIONSHIP INTERACTIVITY • RELEVANT • TIMELY • CUSTOMISED • CONSISTENT ACROSS CHANNELS • CHEAP!
  10. 10. Aspiration Awareness Explore and consider Purchase Loyalty Channel Lifecycle stage Direct mail Email Social Call centre Website POS
  11. 11. Source: hybris Studienergebnisse: http://www.hybris.com/en/fashioncommerce have a more positive attitude towards a brand, if a mobile application is available. of brick and mortar business revenues are based on a prior search on the internet Loyal consumers are omni-channel will be more likely to become loyal customers if the user experience is consistent across multiple channels
  12. 12. Today’s consumers demand an experience that is consistent, seamless, minimal effort, available over any channel, recognizing who they are and what journey they are on. If they don’t get this experience, they move on ! Consistently delivering a great customer experience builds loyal and profitable customers. Customer experience is a sustainable competitive advantage. Benefits of building omni-channel interactions
  13. 13. When creating interaction, brands must make sure that they make it happen with... Right time Best channel Relevant content
  14. 14. Agenda 1. Introduction 2. The logic of Omni-channel interactions 3. Best practices and customer examples
  15. 15. 15 The path to Omni-channel data-driven marketing Customer Experience Engagement, Response, ROMI Product focused engagement Acknowledging customers Recognizing loyalty Anticipating needs Offering consistent experience Context aware engagements Customer experience focus
  16. 16. From Product Centricity to Customer Centricity InteractionIndividual User Product/Offer Target Group
  17. 17. From Product Centricity to Customer Centricity Individual User Time Content Offer ServiceChannel Demographics TransactionHistory ContactHistory Lifecycle Value Behaviour Affinity Time Content Offer ServiceChannel Time Content Offer ServiceChannel Interaction Product Target Group
  18. 18. Purchase/Transactions Responses Customer Profile Mobile & Web Social Media Stock/Rates Affinity Scores Likely Conversion Path Customer Behaviour Attribution Models Marketing Spend Campaign Process Segmentation Decision Best Offer Responsive Content Customer Preference Compliance Delivery Governance Customer (Single Customer View) Operational (Stock & Logistics) Analytical (Insight & Predictions) Marketing (DW & Applications) Data Tools + Marketing Challenges Aligning all customer touch points & data
  19. 19. Teradata‘s vision of Data-Driven Marketing helps to realize this 1) Integrate data from digital channels 2) Analyze data, detect patterns and triggers 3) Define Rules for Interaction 4) Outbound and Inbound customer Interactions 5) Track engagement and response
  20. 20. Omni-channel interaction tool © 2015 TERADATA Integrated Omni-channel marketing Consumer demographics and attributes Transaction records Communication history Response history All channels represented
  21. 21. Digital multi-channel life cycle management 21
  22. 22. Digital multi-channel life cycle management 22
  23. 23. Digital multi-channel life cycle management 23
  24. 24. Agenda 1. Introduction 2. The logic of Omni-channel interactions 3. Best practices and customer examples
  25. 25. Market example : banks combine digital technologies with customer data to create new value for customers © 2014 TERADATA Commerce ecosystem with restaurants and retail shops Cash-back deals appear in online banking platform for registered users Selected deals take into account behavior purchase pattern location Source: Bank of America
  26. 26. Campaigns require too much manual work and are too time consuming to launch 25 year old loyalty program with 10 million email contacts Immature and disparate marketing systems Data-driven marketing for faster personalised campaigns Qantas needed to adapt to the growing complexity of their customer relationships
  27. 27. Data-driven marketing for faster personalised campaigns Qantas needed to adapt to the growing complexity of their customer relationships Turnaround time for campaigns has gone from 5 days to 5 minutes Build complete customer profile with purchase history, social and mobile data Segmentations allow Qantas to create and manage highly personalised campaigns Can now execute customer conversations based on real-time customer information
  28. 28. Needed higher customer engagement across channels Missing transactional data needed to offer a relevant customer experience Needed to elevate digital strategy Data-driven strategy to create a more personalised and effective customer experience P&G needed to create brand loyalty and communicate directly with their consumers
  29. 29. Data-driven strategy to create a more personalised and effective customer experience P&G needed to create brand loyalty and communicate directly with their consumers Relevant relationships with 4.8B consumers Unified system for all customer data in one place Create a more personalised and effective consumer experience Leverage campaigns across multiple brands
  30. 30. ​Hertz optimizes customer experience with tailored services and offers © 2014 TERADATA ​Problem • With increasing competition, Hertz needed to create better customer value • Needed to be able to offer 24 hour customer service. • Required pricing by the hour, the day, the week and the month ​Solution • Integrated and standardized all customer data • Analyzed the success of campaigns and offers using the RTIM • Using CIM, delivered personalized messages related to the rental agreement ​Results • Can make, on average, 56,000 unique offers with peak volumes approaching 80,000. • Offers and messages can be served-up to their 3,700 call center agents, counter terminals, email, as well as handheld devices • 95% of Hertz's customer experience is consistent around the globe
  31. 31. 33 Thank you for listening Julia Touzin Digital Marketing Consultant International Julia.touzin@Teradata.com

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