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CRM beyond tools and traditional loyalty programs
- 1. CRM beyond tools and traditional loyalty programs #Confex18
- 2. ABOUT HOLGER 15+ years of experience in Technology, Sales & Customer Relationship Mgmt Customer Centricity Promoter Digitalization enthusiast Generation X Holger.Friesz@ungerboeck.com @Holger_Fr
- 5. Gen X Gen Y Gen Z New attitude towards service!
- 6. TRANSPARENCY CUSTOMER JOURNEY CONSISTEMCY “EASE OF USE” I CAN DO IT and LET ME DO IT! WHAT IS EXPECTED?
- 7. CUSTOMER VALUE OVER TIME Profit due to increase in charges/ surcharges Profit due to referrals Basic earnings Profit due to intensive use of services Costs of customer acquisition 0 years 1 year 2 years 3 years 4 years 5 years 6 years 7 years Development of the contribution margin monetary units Quelle: Übersetzt aus: Frederick F. Reichheld, The Loyality Effect, 96, S. 38 Profit due to low operating costs
- 8. “ „ You‘ve got to start with the CUSTOMER EXPERIENCE and work backwards to the technology. - Steve Jobs
- 9. CRM - TOOLS
- 11. THE ROLE OF DIGITALISATION
- 12. BEGINNINGS: THE CUSTOMER JOURNEY YOUR CUSTOMER Who are they? What drives their behaviors? How do they engage with the events process? When do they engage with you and what do they want? Determine the best opportunities for you to interact with the different audience groups
- 13. Awareness Request Booking and plannning Implementation/ service Customer retention Recommendations comparison Digital Offline Inspection Website Bokking Community Booking of additional services Invoicing and evaluation Feedback Loyalty program ORGANIZER JOURNEY Clarify special scenarios / special features Looking for event ideas, concepts Management of attendees and speakers On-site assistance Email marketing & online advertising Looking for a venue Price / facilities request
- 14. “ „ Our ultimate goal is not digitalization, it is value realisation. - Andrew Roswell-Jones, Gartner
- 15. OPPORTUNITY VS. RETENTION t Opportunity to increase revenue & benefit from market advantages Same or higher Investment needed to not lose existing business When is the right time to invest in a digital transformation?
- 17. CUSTOMER LOYALTY PROGRAMS B2B behaves differently compared to B2C Distuingish between individual vs. company incentives Know your customer base Loyalty Cards Customer clubs Bonus & Payback Programs
- 19. Customer Experience is the driver of Revenue – Service matters! From Silo-Thinking to Collaboration between Organizer and Venues Embrace Digitalization to create value for your customer – don’t fight it Loyalty is almost priceless – value it! CRM BEYOND TOOLS
- 20. SOME OF OUR CLIENTS
- 21. ABOUT UNGERBOECK We believe in live communication and synergizing the collaboration between people Proven experience for more than 33 years with major event industry players We are partnering with our clients and support them managing their digital transformation journey Advanced technology platform for venues, exhibition and conference organizer VISIT US AT BOOTH H66C
Editor's Notes
- Hands up! Married / in a relationship since 1-5 years 6-10 years 11+ years Who is happily married? A relationship needs work to keep it up and running. So does a business relationship.
- Why customer focus? Winning a new client is 7x more expensive than retaining an exisitng one
- Target group and behavoir
- To summarize: what is requested: transparency, ease of use ad a consistent customer journey I can do it vs. let me do it for you Personalization and self service is not a nice to have addition
- Many companies think they do digitalization and are looking just at processes to improve or add fancy tools.. This is not a digital transformation!! In Gen Y, you‘d call this EPIC FAIL
- CRM-Systems: Was wird gespeichert? Adresse, Einzelne Ansprechpartner und Funktion, Kundenhistorie (Gekaufte Produkte, Kommunikation), Angebote (Gewonnen und verlorene), Bonität / Zahlungsstatus, Nutzungsstatistik, Supportfälle, Weitere? CRM als Tool/CRM System wichtig, weil was kriegt man da alles: Pipeline, Forecast, = 1 Kriterium der Erfolgsmessung, kriegt man aus Tool Umsatz Retention - wie messen wir Zufriedenheit, NPS Umsatz Thema Marktsegmentierung: Kundensegem. Nur wenn richtig segmentiert, kann ich richtig ansprechen Account segm. : ABC Kunden and market segm.: marktspezifische Ansprache Es reicht nicht CRM System als Tool einzuführen, um CRM zu machen Weitere Kennzahlen im CRM: Retention Lead Generation Anzahl von Aktivitäten pro Tag Anzahl von Telefonanrufen pro Tag Anzahl neuer Kontakte pro Tag Produktnutzung ...
- No fear: Digital won’t replace face-to-face STILL not about fancy tools Why is a digital "revamp" of exhibition sales so important? Evolution: New generation of clients (Digital natives and Generation Z, Y...) Different expectations towards technology Personalisation and self-service are not a "nice-to-have" addition Data collection
- Who are they? What drives their behaviours? How do they engage with the events process? When do they engage with MCEC and what do they want?
- Acquire – Onboard – Enage - Retain An customer journey in the event industry is different from most „classic“ customer journeys that are used in Marketing
- “If your enterprise, your agency, was looking to fill your job today, would they hire you?” Andrew Rowsell-Jones, vice president and research director at Gartner, “Digital business clearly has the power to transform organisations,” the report states. As this transformation evolves, success requires a move from digital experimentation and pilots to the digital scaling of proven practices. “If we don't respond to what is happening in the environment, we are in danger of becoming frog soup,” says Rowsell-Jones. This is a reference to the oft-used metaphor about frogs that will not jump out of the pan if the water is tepid, and thus, be boiled to death. „this is the peace I‘m missing in most discussions about digitalization. It is NOT about fancy tools. https://www.cio.co.nz/article/629628/fire-yourself-cio-come-back-business-executive
- Link to Collaboration portal: first offer contains link to collab portal Art der Kommunikation gibt Ausschlag, am Ende des Tages müssen Infos getauscht werden Who if you is organizing events? I am doing this as well. You know what my biggest issue is? All of the emails back and forth, what is the latest status of the event Collaboration portal: Calendar of events Interactive map (pulling from spaces) Opportunity web form/submit RFP Proposal & contract revisions/versions and signature (DocuSign integration) Document sharing (two way) Tasks/notifications/checklists Online space booking Event/order history Special offers/promotions Online order processing Quote delivery and approval (live orders v. doc) Agenda planning (functions) Survey Payment portal
- unternehmenseigene Programme Unternehmensübergreifende Programme im Zusammenschluss Happy digits Unternehmensübergreifende Programme neutrale Anbieter payback Sorgt für eine intensivere Kommunikation zwischen Kunden und den Unternehmen und stärkt die emotionale Bindung Basis für eine Kundendifferenzierung (Bsp.: Club Silber, Gold, Platin) als Anreiz zur Umsatzsteigerung bei einem Kunden Ausprägung in unternehmenseigene Programme Unternehmensübergreifende Programme im Zusammenschluss Unternehmensübergreifende Programme neutrale Anbieter
- Auf Anfang zurückkommen: Partnerschaft, verheiratet… Umsatz nicht nur über Vertrieb, sondern über Partnerschaft CRM System & CRM Aktivitäten: ein Zusammenspiel: zusammen eingesetzt und kombiniert Erfolg CRM - System und Aktivität treffen sich: verschiedene Generation erwarten was anderes Overall: man braucht verschiedene Tools, Aktivitäten, Kennzahlen CRM ist eine Aktivität, Customer Focus ist der Weg, Long-term Customer Relationship ist das Ziel, Umsatz ist die Erfolgsmessung? Overall: man braucht verschiedene Tools, Kennzahlen wie eingesetzt/kombiniert - um CRM als Aktivität für Erfolg zu nutzen (Ziele von CRM) CRM kein Tool, sondern Prozess – eine Aufgabe – Mensch zu Mensch, auf Anfang zurückkommen Umsatz nicht nur über Vertrieb, sondern über Partnerschaft Was kann man denn machen über Nutzung von CRM tool hinaus http://thejournalofbusiness.org/index.php/site/article/view/871 https://iveybusinessjournal.com/publication/best-practices-customer-relationship-management/ Indeed, we have found that best-practice companies do not first adopt a CRM technology solution and then build their CRM initiatives around it. Rather, they develop a more balanced approach to conceiving and implementing CRM strategic capabilities as described in Diagram 1.
- We believe in live communication and synergizing the collaboration between people This has been the core of our business for more than 32 years, where we had been partnering with the major players in the industry We have not only seen the change in collaboration and communication since then, but actively supporting and driving this with focus on customer experience Ungerboeck provides an advanced technology platform for venues, exhibition and conference organizer to manage their entire business processes and customer experience. Not only are we a software provider – we are actually partnering with our clients and support them managing their digital transformation journey.
- CRM-Systems: Was wird gespeichert? Adresse, Einzelne Ansprechpartner und Funktion, Kundenhistorie (Gekaufte Produkte, Kommunikation), Angebote (Gewonnen und verlorene), Bonität / Zahlungsstatus, Nutzungsstatistik, Supportfälle, Weitere? CRM als Tool/CRM System wichtig, weil was kriegt man da alles: Pipeline, Forecast, = 1 Kriterium der Erfolgsmessung, kriegt man aus Tool Umsatz Retention - wie messen wir Zufriedenheit, NPS Umsatz Thema Marktsegmentierung: Kundensegem. Nur wenn richtig segmentiert, kann ich richtig ansprechen Account segm. : ABC Kunden and market segm.: marktspezifische Ansprache Es reicht nicht CRM System als Tool einzuführen, um CRM zu machen Weitere Kennzahlen im CRM: Retention Lead Generation Anzahl von Aktivitäten pro Tag Anzahl von Telefonanrufen pro Tag Anzahl neuer Kontakte pro Tag Produktnutzung ...
- Why does this matter and is not just bragging? Because it means that throughout our relationship with you, we have continued to adapt and grow, while not losing site of our core successes.