How CRM principles remain the same, but interactions change with search, social media and mobile

1. CRM
Yesterday, Today & Tomorrow
Angeli Beltran | Managing Director | Dentsu Mobius |@angelibeltran

2. “The
purpose
of
a
business
is
to
create
and
keep
a
customer.”
-­‐
Peter
Drucker

4. Nestlé Club
“Good Food, Good Life”

5. Nestlé Club
“Building
a
life-­‐long
rela0onship
with
consumers
is
important
to
Nestlé.”
-­‐
Au
Alipao,
VP
Consumer
Services,
Nestle
Philippines

6. Nestlé Club Yesterday (c late ‘90s)
•
•
•
•
•
•
Enjoined
125,000
high
value
member
households
Member
communica0ons
via
personalized
direct
mail
and
magazines
Brought
members
to
interact
with
each
other
via
Brand
and
Club
Events
New
Product
and
Recipe
Development
via
Test
Kitchen
Customer
feedback
via
Hotline,
PO
box
Member-­‐Get-­‐Member
program

7. As a result,
• Program
increased
the
share
of
Nestle
brands
within
the
“cupboard”
among
•
•
•
members
from
5
out
of
10
to
8
out
of
10.
Nestle
Club
member
base
had
significantly
more
insistors
and
preferrers
for
Nestle
brands
vs
non
member
base.
Members
regularly
recommended
Nestle
brands
to
their
family
and
friends
Members
gave
feedback
via
mail
and
phone
calls

8. What is CRM?
Building stronger relationships with customers
by delivering delightful experiences at every
customer interaction,
ultimately winning customer’s advocacy,
resulting to the business’ long term profitability.

9. Simply,
MY BRAND

10. What customers want has not
changed
•
•
•
•
•
•
•
•
Know
who
I
am
Communicate
Relevantly
Listen
and
Respond
to
Me
Be
Consistent
Surprise
and
Delight
Me
Involve
Me
Value
Me
Empower
Me

11. Technology : change in behaviour
and communications
Consumers
gather
informa0on
and
share
readily
to
others
AZen0on
Interest
Search
Ac0on
Share

12. The Age of the Empowered Customer
•Collaborate
with
brands
•Personalized
experience
•Highly
informed
and
empowered
by
internet
and
social
channels
•Highly
communica0ve
•Socially
connected
•Need
to
feel
valued
con0nuously

13. The Traditional Funnel
The
Tradi0onal
Funnel
was
Linear

14. CRM Yesterday
• Priority:
capture
data
for
direct
communica0ons
• S0ll
one-­‐way,
and
adver0sing
focused
• The
“earned
media”
was
a
consequence
and
“measure”of
loyalty
Paid
Owned
Earned
Magazine
Coupons
Magazine
Inserts
Survey
Forms
Mailers
Inserts
Events
Email/Phone
Member
Get
Member
WOM
Database

15. Exhibit 2 of 4
The consumer decision journey
3
Glance: The decision-making process is now a circular journey with four phases: initial consideration;
active evaluation, or the process of researching potential purchases; closure, when consumers buy
brands; and postpurchase, when consumers experience them.
The Consumer Decision Journey
Exhibit 2
Exhibit title: The consumer decision journey
The consumer decision journey
A
Circular
Journey
2
Consumers add or subtract
brands as they evaluate what
they want.
1
Active evaluation
Information gathering, shopping
The consumer considers
an initial set of brands,
based on brand perceptions
and exposure to recent
touch points.
Initialconsideration
set
3
Ultimately, the consumer
selects a brand at
the moment of purchase.
Loyalty loop
Moment
of
purchase
Trigger
Postpurchase experience
Ongoing exposure
4
After purchasing a product or service,
the consumer builds expectations
based on experience to inform the next
decision journey.
How consumers make decisions

16. CRM Today
• Paid
Media
to
acquire
new
customers
by
driving
them
to
the
owned
channels
• Owned
channels
are
opportuni0es
to
learn
more
about
customers,
predict
behavior
•
to
understand
and
meet
needs
Earned
Media
is
a
placorm
to
bring
together
influencers
and
advocates
to
collabora0vely
engage,
amplify
Word
of
Mouth,
gather
and
respond
to
customer
feedback
Paid
Google
Ads
Display
Ads
Social
Ads
Owned
Website
(custom
content)
EDM
Brand
Communi0es
Customer
Service
Database
Earned
Social
Media
Sites
Bloggers
Reviews
Communi0es

17. Relationship with the
Empowered Customer
• Learn
who
your
customer
are
• Understand
what
your
customers
want
• Engage
them
in
a
dialogue
• Empower
them!

18. Dell
Listening and responding to what customers want
• Dell
asks
their
users
to
openly
rate
and
review
their
products
• The
feedback
provides
input
to
product
development
• Any
product
that
have
consistently
lower
than
3
star
ra<ng
are
discon<nued.

19. P&G
Helping moms solve everyday problems
• Launched
supersavvyme.co.uk
in
2009,
connec0ng
P&G’s
porcolio
of
brands
to
millions
of
moms.
• Demonstrated
how
P&G
brands
solve
problems
in
mom’s
lives

20. P&G
Helping moms solve everyday problems
Mission
Control
serves
as
a
mul0-­‐tasking
tool
to
help
organize
their
lives.
Co
created
applica0on
made
by
moms
for
moms
Mums
were
also
able
to
reap
rewards,
unlock
s0ckers
which
they
could
swap
for
coupons,
crea0ng
a
huge
peak
in
sales

21. Canon EOS
Creating a community for EOS Photographers
Challenge
Extend
the
life0me
value
of
the
EOS
customer
by
driving
the
sales
of
lens,
accessories
and
body
upgrades.

22. Canon EOS
Creating a community for EOS Photographers
Customer)Need)
• Inspira)on+
• Hone+and+
Prac)ce+his+Cra3+
• Connect+with+
Fellow+
Photographers+
Business)Opportunity)
• New+skill+sets+have+
to+be+matched+by+
new+tools+

23. Canon EOS
Creating a community for EOS Photographers
Core
CRM
Idea:
Partner
in
your
quest
for
perfec0on
Teach&me&%
Help%me%perfect%my%cra-%with%
your%exper4se%and%experience%
Connect&me%%
Introduce%me%to%a%world%where%
we%all%understand%each%other%
Value&me%
Rewards%and%Recogni4on%

24. Canon EOS
Creating a community for EOS Photographers

25. Canon EOS
Creating a community for EOS Photographers

26. KMS California
Empowering Stylists to be their own brand
Challenge
Brand
has
very
liZle
awareness,
and
for
the
few
who
know
of
it,
KMS
is
not
an
innova0ve
or
trendy
brand
a brand of

27. KMS California
Empowering Stylists to be their own brand
Customer
Insight
If
stylists
are
empowered
to
further
develop
their
individual
crea0vity
in
style
and
business,
they
can
differen0ate
themselves
in
the
market.

28. KMS California
Empowering Stylists to be their own brand
Customer)Need)
Business)Opportunity)
• Inspira)on+
• Hone+and+
Create
their
own
Prac)ce+his+Cra3+
brand
as
a
stylist
• Connect+with+
Fellow+
Photographers+
As
KMS
supports
them
• New+skill+sets+have+
their
individual
expression,
to+be+matched+by+
there
will
be
more
styles
using
new+tools+
KMS
products

29. KMS California
Empowering Stylists to be their own brand
Core
CRM
Idea:
FREEDOM OF INDIVIDUAL
STYLE EXPRESSION
KMS empowers you to develop
your own brand to further grow your business

30. KMS California
Empowering Stylists to be their own brand

31. KMS California
Empowering Stylists to be their own brand
Concept:
“Who
are
You?”
KMS
styles
co-­‐developed
with
stylists

32. KMS California
Empowering Stylists to be their own brand
KMS
styles
co-­‐developed
with
stylists

33. KMS California
Empowering Stylists to be their own brand
KMS
Pro
Stylist
Educa0on
Program
PERSONALIZED
STYLE
RECOMMENDAT
What‘s your style?
A consultation, recom
mendation & retai
ling system
that represents the
KMS California vision
on how to
create personalized
looks and how the
client wants
their hair to look when
they leave the salon
and between visits. This semi
nar and class map are
designed
to build stylist’s skills
to deliver superb clien
t satisfaction through a stepby-step consultation
process
that goes beyond the
in-salon experienc
e.
outstanding, perso
nalized consultati
ons beyond
the normal.
Tuition: Isinveru ptiur
ION
Early booking bonu
s: Isinveruiur
Seat ing: Isinveru
ptiur
What to bring: Isinve
ru ptiur, od et facea
qui aperum re nitint modi
tate venimol entor
e dolut lant,
quaerio este quas
ent, ut harita qui dita
comnimi, officie ndesto oditiusame
t quas sum sitiore,
santintore
nosc scs
Provided: Isinveru
ptiur, od et faceaqui
aperum re
nitint moditate venim
ol entore dolut lant,
quaerio
home care, tools
and how to incor
porate the
consultation into the
entire service.
to help clients recre
15462_KMS_EduPortfolio12.indd 6-7
ate looks at home.
21.07.11 14:54

34. KMS California
Empowering Stylists to be their own brand
Digital
Placorms
to
empower
individual
style
expression

35. KMS California
Empowering Stylists to be their own brand
mySalon
APP
as
insalon
consulta0on
tool,
allowing
stylists
to
manage
their
clients
in
an
innova0ve
way

36. KMS California
Empowering Stylists to be their own brand
mySalon
APP
as
insalon
consulta0on
tool,
allowing
stylists
to
manage
their
clients
in
an
innova0ve
way
Remember client‘s styles

37. KMS California
Empowering Stylists to be their own brand
mySalon
APP
as
insalon
consulta0on
tool,
allowing
stylists
to
manage
their
clients
in
an
innova0ve
way
Manage Appointments

38. KMS California
Empowering Stylists to be their own brand
mySalon
APP
as
insalon
consulta0on
tool,
allowing
stylists
to
manage
their
clients
in
an
innova0ve
way
Customer
database

39. KMS California
Empowering Stylists to be their own brand
mySalon
APP
as
insalon
consulta0on
tool,
allowing
stylists
to
manage
their
clients
in
an
innova0ve
way
Order products
directly

40. Volkswagen China
Creating the People’s Car with the People
Challenge
How
can
Volkswagen
be
“the
people’s
car”
in
a
highly
compe00ve
market
that
demands
foreign
brands
to
localize
their
products?

41. Volkswagen China
Creating the People’s Car with the People
Solu0on
Create
the
people’s
car,
with
the
people!

42. Volkswagen China
Creating the People’s Car with the People
Results
•Received
121,000
ideas
for
future
automobiles
from
more
than
300,00
registra<ons.
•Volkswagen
used
a
young
girl’s
idea
to
develop
the
floa<ng
car,
and
produced
a
video
to
demonstrate
“how
it
could
work”
with
electromagne<c
roads.
The
video
went
viral
with
more
than
13M
views.
•The
campaign
generated
aGracted
11.6
million
unique
visitors,
with
3.1
million
fans
on
social
networks
(415,845
followers
on
Weibo)
•The
brand
increased
unaided,
top-­‐of-­‐mind
awareness
by
8.3%

43. Volkswagen China
Creating the People’s Car with the People

44. CRM Yesterday vs Today
Yesterday
Today

45. CRM Tomorrow?

46. Tomorrow’s Technologies
•Integrated
func0onality
•Build
informa0on
connectors
between
disparate
placorms
to
filter,
process
and
analyze
data
to
produce
tangible
and
ac0onable
intelligence
•Populate
social
customer
profiles
•End-­‐to-­‐end
cloud
services,
and
connect
with
customers
in
any
channels
they
desire
•Customized
web
content,
targeted
marke0ng

47. Technologies may change, but what
customers want remain the same
•
•
•
•
•
•
•
•
Know
who
I
am
Communicate
Relevantly
Listen
and
Respond
to
Me
Be
Consistent
Surprise
and
Delight
Me
Involve
Me
Value
Me
Empower
Me

48. “The
purpose
of
a
business
is
to
create
and
keep
a
customer...
to
do
that,
you
have
to
do
those
things
that
will
make
people
do
business
with
you.
All
other
truths
on
this
subject
are
merely
derivaOve.”
-­‐
Peter
Drucker

49. CRM
Yesterday, Today & Tomorrow
Angeli Beltran | Managing Director | Dentsu Mobius |@angelibeltran