Skabelon til handlingsplan af Christina Rüsz og Dorthe Jensen
1. Hvem er vi?
Dorthe Jensen Christina F. Rüsz
Dorthe Jensen
Manager of the 1:1 team in Danske Bank
Head of Digital Channels, Business Ansvarlig for Direkte Salg og SAVE for
– Danske Bank Group has 3,5 customers
Banking, Danske Bank YouSee der har ca. 1,2 mio. kunder på TV
in the Nordic region
Danske Bank-koncernen har ca. 3,5 og Bredbånd, telefoni
– Primary focus on Enhanced Dialog with
kunder i norden Arbejder med at opbygge Direkte salg og
out customers and direct sales, by using
Arbejder med udvikling og eksekvering af ansvarlig for Churn og SAVE
trigger based 1:1 Marketing
vores online strategi i de digitale kanaler. Har arbejdet med CLM og direct
Har arbejdet med Direct Marketing og and
Have worked with Direct Marketing
CLM marketing siden 1998
CLM and since 2000
og siden 2000
I love Bollinger Champagne
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2. Handlingsplan Baggrund
Handlings planen er operativ CLM (customer life Cycle
Management)
• Modellen bygger på vores erfaring
• Du kan bruge modellen som skabelon til din egen model
Vores basis model er push marketing oriented (Touchpoints
som virksomheden kontrollerer)
Vores model er old school fordi vores hypotese er, at du har
brug for at mestre old school, før du kan mestre new school
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3. KPI’ er grundlaget for handlingsplanen
KPI Mål (SMART) Udvikling (% ifht.
Til sidstr måling el.
lign.
Nysalg Antal el. omsætning
Mersalg Styk el. omsætning
Churn Kunde/el. produkt
afgang
Kundebase Beholdningen af
kunder
Loyalitet Andel af kunder der vil
anbefale el. LTV
Kunde tilfredshed Net Promoter Score
3 Når man definerer mål snakker man ofte om at målene skalCSAT Denne forkortelse kommer fra den engelske betegnelse : Specific (Specifik), Measurable (Målbare),
være SMARTe.
Achievable (Opnåelige), Relevant (Relevante) og Time-bound (Tidsbestemte).
4. Handlingsplan
Kundens livscyklus
Vækst fasen
Krydssalg
Krydssalgsprogram
mer baseret på
kunde indsigt Aktions
Personaliseret Proaktive aktions
Velkomst budskaber og baseret på Afgang
services kundeindsigt og •Afgangsredning via
•Velkomstpakke behov dedikeret Service
• Kvalitetssikring Team
• • Pænt farvel
Behovsafdæknin • Velkommen senere
g
Optimere brugen
Behovs- af Winback
identifikation produkter/services
•Kvalitetstjek • Win back
Potential
•Kundeviden via •Fokus på udvikling og program for
utilfredshed
spørgeskema: uddannelse af kunder tabte kunder
Lead generering •Early Warning events
–Loyalitet –TM
•Bearbejde –Problemafdæknin –Tips • Loyalitetsregnskabet
indvendinger som g –Feed-back
kunden har mod –Behov og system
køb efterspørgsel –Action på røde
• Undersøge –Demografi kunder
valgkriterier
4 Akkvisitions fasen Fastholdelses fasen
5. Case: Optimering af kundeakkvisition
Målet var at øge lead
Målet var at øge lead
generering med 25%
generering med 25%
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7. Præsentation af det vi kan tilbyde kunderne?
Answers, offerings
and contact data are
send to advisor in
local area.
Or call campaign
number
Presentation of services Messages based on
1. Mobile bank preference : answers
Mobile Banking 1.Self employed
2. If children <8 yrs : Call us 2.Own housing
while your children sleep 3.Invests
3. 18-27 yrs: Mobile Banking 4.Has pension
4. Other: One pin to all cards 5.Owns car
6.None of the above
Antallet af leads steg med 200 %
Antallet af leads steg med 200 %
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8. Canal Digital Case -
Optimering af akkvisition
Aqusition— Case 1. solution Creative work — Case 1. solution
Challenge: TV is our primary mass Add DM piece
media for acquisition of new
customers but Canal Digital has a
relative small target group of app.
450.000 Danish households
First solution — Direct mail to
precise target groups
Target group
– Areas of high acquisition, low
churn, enhanced with Mosaic data
– Timing World Championship in
football
– We chose our hot spots and send
out a Direct Mail with a good offer
in four different test variants
8 Results: Poor response
9. Canal Digital Case -
Retargeting
Path to conversion
We found that our online path to conversion is 30
days and that our customers has 29 online touch
points before buying
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10. Canal Digital Case -
The lead machine
Retargeting Web
Retargeting Web
Visitors
Visitors Inbound callers
Inbound callers
Web
Web
Visitors
Visitors Outbound
Outbound
Non-converters
leads
leads
With permission
Non converters
With Permission No-contacts
Awareness With Permission
Consideration
++7-10%
7-10%
Activation
Prospect
Prospect DM,TM
DM,TM more new
more new
subscribers
subscribers
pr. month
pr. month
Decision database
database or EM
or EM
Buy
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11. Case: Mobile Accessibility
eBanking smartphone updates 2011
DK banner: Invitation til dialog på FaceBook
vedr. kommende features
10 %
click
Wrap-up and presentation of new features rate
Efter de første 5
uger:
263 ideas
184 comments
3095 votes
73.308 visitors
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16. Matas Case opsalg og krydssalg
Club Matas, Denmark
About Matas
Matas is Denmark’s leading high street Health & Beauty and
Household Goods
Matas now has 294 stores across Denmark and two store in
Sweden, and 2,500 employees
Matas situation January 2010
• Declining Store Visits
• Declining Basket Size
Matas wanted a loyalty program
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Develop in cooperation with Wunderman Copenhagen
17. The Beauty Advisor
- Den bedste recruiter, de nogensinde kunne ønske sig
Starting a relationship from scratch through
traditional recruitment campaigns can be both costly
and ineffective
Instead we utilized the immediate relationship that
exists between the beauty advisor and the customer
at the point of sale. The beauty advisor became the
main driver in the recruitment strategy
With a fast sign up process, the customer is enrolled
on the spot and immediately rewarded for her
purchase
The high traffic in the stores guaranteed a great
reach and through online training and material
encouragement they inspired the beauty advisors to
recruit an impressive number of members in no time
And in just one month Matas reached a yearly membership target: 1 in 10
of all women in Denmark!
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18. Intelligent brug af data gør det muligt at give
en mere personaliseret service
and optimises the basis for dialogue
Members experience an even more relevant and personal service in Matas
– and 62% open Club Matas emails and continue the dialog at home
Mata stores have recruited 75% of Club Matas members and handed out over 1,8
18 million cash register receiots with personal messages
Click to add source
19. Individuel kommunikation i alle touchpoints
Data description; Unit of measure; Timeframe
Club Matas har nu over 1,000,000 members (1/3 of danske kvinder)
19 – med en basket size index på 149!
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20. Hvor er dit Brand ?
The growth phase Poor
Weak
4 Cross/upsale and Strong
service
Cross and upsale
programme based
on customer 6 Actions
knowledge Proactive actions
2 Welcoming the Personalised based on customer 8 Churn
customers communication and insights and Save program
Welcome
service actions Nice goodbye
Confirmation Welcome back
Thank you Gather data &
Check permission
5 Optimizing
3 Knowledge of products and 9 Winback
customer needs services
Grow the Win back
7 Potential
Increase customer relationship by programme on
Dissatisfaction
knowledge communication, or lost customers
1 Lead generation – Needs Early Warning
service
First contact – Questionnaire Check events
Awareness – Demographics Loyalty score
Preference – Data enhance- – Feed-back
ment system
– Segmentation – Action on red
customers
20 The Acquisition phase The retention phase
22. Testemonial
Normalt er jeg ikke typen, som har forfærdeligt meget godt at sige om
TDC eller teleselskaber og deslige generelt - men nogle gange skal jo
være en undtagelse :-) Jeg har altid kørt med markedets absolutte lavpris
produkter, så da jeg for et par måneder siden flyttede, og opdagede at jeg
blev "tvunget" til skulle have YouSee som bredbåndsudbyder, blev jeg
lidt halvirriteret - det har I så siden formået at gøre totalt til skamme! For
det første er jeres priser jo aldeles konkurrence dygtige og hastighederne
er gode. For det andet, så får man faktisk virkelig noget for pengene.
Super god, simpel og uanmasende service, høj kvalitet og et væld af
ekstra ydelse, som faktisk har en værdi, og ikke bare er overpiskede
æggehvider. Kæmpe ros til jeres player til mac, som er både lækker,
simpel og brugervenlig. Jeg arbejder selv med software til dagligt, og jeg
ved, at det sgu' ikke har været let at få så meget funktionalitet gjort så
tilgængeligt. Pisse fedt, at man bare uden videre får adgang til TDC play.
Pisse fedt at man får adgang til en stak gratis film hver måned og pisse
fedt at man kan tage det med sig. Det bedste af det hele var, at jeg ikke
var klar over meget af det, før en supporter ringede til mig en aften, bare
for at sikre sig, at jeg var klar over det - han prøvede ikke engang at
sælge mig noget som helst ekstra - det er fucking go' service! Godt
arbejde, det kan I sgu' godt være stolte af :-)
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We wanted to increase the number of leads generated from our website with 25%. Therefore, the site had to be evaluated and re-designed. It should be easier to become a customers – the acquisition process should be optimized The site should reflect the Customer Service Strategy of the bank in relation to product and service offerings Site should reflect the willingness of the prospect to become a customer
Here is the site we launched in September 2010
Based on the profile of the prospect compared to our customer offerings we present a product and services proposal of what we can offer. Many variables making the offering as individualised as possible based on the limited information available. Call to action is to give us a call or request a call.
Vi har lavet en ideblog, hvor vi ligesom kan komme med input. Da vi startede lavede vi en lille film med udviklerne. Hvor mange har ikke set filmen?
VGU comment: We are not sure of the instruction. We have done it to the best of our understanding 2,3,7,8,10 come out light Fix boarders.