Applied Customer Insight | Logica Nederland

How do I improve return on
How do I create an investments by targeting the How can I get one
organisation where all right customer with the right view of my customer
i f
employees know our offering, in the right channel, when information
customers and all and how can I incorporate social about customers are
decisions and actions are media and mobile in the channel locked in internal silos
reflecting what's best for mix? and on the internet?
our customers?
t ?

How to I know what Data is exploding and we are
customers are about to leave loosing control. What data
me and what can I do to make should I capture and how do I
them stay?
y turn it into actionable insight?

How can I make my
How do I learn from customers use internet
what's going on in and self service to
the social forums increase service level
and how do I turn and reduce customer
that into a valuable care cost?
asset??

How can I get a better
understanding about what
How engage with my my customers are doing on
customers in social Internet and social forums
forums when I cant and how this effect my
control the business?
conversations?

© Logica 2011. All rights reserved No. 2

Applied Customer Insight
l d h

1 Applied Customer Insight

2 From CRM to Social CRM

3 Key Business Drivers

4 How could my company benefit from Social CRM?

5 So what do I need to do?


Applied Customer Insight - proposition areas
l d h

Customer Customer
C t
Management Data from:
Analytics
Direct Marketing
Contact Centre
• Intelligent marketing •Websites customer view
One
In-Store
Email
• Intelligent Salesforce Predictive analysis
•Mobile
management Social Media
Transactional Systems
Combine traditional
•Collaborative Platforms
• Intelligent Customer customer data big data
Business Applications

Service Act Capture and social i i ht
d i l insight

• Multi Channel Marketing
• Real time customer data
and IT
management

• Customer Segmentation

• Customer loyalty
management Interpret
• Digital Self Service

• Customer Experience Insight:
Interpreted by: Existing customer insight
Supply Chain & Web Analytics
partners Real time mobile info
Sales & Marketing Real time social network
R&D monitoring
Manufacturing Real time Sentiment Analysis
Service Delivery Market info
Operations Customer Intelligent Organisation Segmentation
Predictive Analytics


Applied Customer Insight - k
l d h key Business Drivers

1 4
Acquiring new customers Increasing operational
• Increasing the number of clients in efficiency
growing market • Digital self service strategies
• Commercial campaigns programs • Back office process optimization and
(internet, TV advertising, mailing, automation
phone…) • Intelligent service level
• Attractive and competitive offerings segmentation

2 5
Develop cross & up selling Monetize on social media
• One view of the customer • Accept it as a game changer
• Roll out the sales know-how in the
know how • Go from manage to engage with
new networks your customers
• Build a customer classification model • Gain insight from big data and
• Optimize channel mix integrate social in channel strategies

3 6
Customer Retention Integrate mobility in Strategy
• Customer knowledge is essential
• Customers are fast movers and they
• Predictive analysis
expect you t b mobile
t to be bil
• Pro active customer care
• Mobility drives customer self service
• Proposing adequate offers and
• Opportunities to reshape and
services
develop you offerings


l d h







From CRM to Social CRM
l

“The traditional customer i th one we all were as recently as a
“Th t diti l t is the ll tl
decade ago. We bought products and services and based our
decisions on utility and price. We communicated with the companies
we were dealing with by letter, phone call, and occasional
e-mail, if they had the facility to do that.

But that customer changed because of a social change in the early
part of the millennium. The customer seized control of the business
ecosystem and it was never the same.“

Paul Greenberg
Author of CRM at the Speed of Light


Consumer journey f travel
for l

HolidayRentals Teletext Holidays ebookers Hotels.com TUI TripAdvisor TUI
Visited
Sites

TravelRepublic TUI First Choice TripAdvisors First Choice TUI Thomas Cook
First Choice HolidayWatchdog TUI AirTours Expedia AirTours
Thomas Cook AirTours Thomas Cook First Choice
Fi t Ch i First Choice
Fi t Ch i
V

TUI First Choice

Olympic Holidays
ay

1 5 8 13 21 29 33
Da

Holiday in the sun Cheap Flights Cyprus Palm Beach Hotel Thomson
es

Hotels yp
Larnaca Cyprus y
Holidays
Querie

Spain Holidays
S i H lid Cyprus Holidays

Cyprus holidays Beau Rivage
Hotel Cyprus
Europe Holidays
Holidays in the Sun

12 22 29
queries on different sites
Days from
Google visited start to
purchase
h
© Logica 2011. All rights reserved Source: comScore Research Paper October 2010 No. 8

l d h







New b
business d
drivers

Threats Opportunities

We loose control over the buying process Attract new customers, upsell and cross
and di l
d dialogue about your b
b brand, products
d d sell, d
ll drive customers to point of sales using
f l
etc. social channels

Increased transparency regarding price
price, Promote active advocates that market you
service levels etc. leads to commoditisation products, support your customers and
makes it more difficult to differentiate increases customer loyalty

Create social forums where customers are
supporting each other to increase
operational efficiency and customer
loyalty

Learn more about customers needs and
preferences listening to social channels

Co create products and services with your
customer using social collaboration


l d h







Case: Sales and marketing:
Attract members to corporately owned communities
b l d


Learn to know the customer combining structured
and unstructured information
d d f


Companies have some misperceptions regarding why
consumers interact with them via social sites.
h h l


Case: Sales and promotion activities
l d


Case: Drive sales to retail channel
l l h l


Case: Customer service – advocacy strategy
d


Mutual value creation
l l


Digital self service through social collaboration
l lf h h l ll b


Case: Customer intelligent organisation
ll


Best b
buy

“Our
“O model i lik a hi
d l is like hive. E h group manages its own
Each it
initiatives, but we work under a common strategy. We are well
integrated,
integrated well networked, and everyone is responsible for
networked
social media,” said John Bernier, Best Buy.

• US$5 million in call center deflection
• More than 100,000 social conversations annually
• Nearly 3,000 registered employees on Twelpforce
• Improved employee morale, better knowledge sharing and
connections across the enterprise corporate passion for social
enterprise,
media innovation and significant brand buzz


l d h







So what do I need to do?
h d d d

• From CRM to customer engagement
lifecycle management
• Co created customer processes, value
exchange and mutual support

• Integrate social media and mobile
devices in channel strategy

• Get more in-depth insight by
combining structured and
unstructured information and internal
t t di f ti di t l
and external sources

• Create links to R&D, supply chain and
rest of business, become a customer
intelligent organisation

• Tear down the walls between
marketing, sales & support


Thank you!

Fredrik Ring, International Practice Leader
Applied Business Insight, Logica Business Consulting
fredrik.ring@logica.com

Applied Customer Insight | Logica Nederland

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