jo jansen - mm14nl

CRM

• Or CMR?• CRM Supporting systems–$20,4bn market, 14% annual growth–Big five account for 50%• Salesforce.com• SAP• Oracle, Microsoft, IBM

– Pitney Bowes Portrait

What is it?

Customer datamanagement

Analytics,Insights

OmnichannelInteraction

strategy

Communications,Relationships

Interact with your customerKnow your customer

Big data?

Insight - collective

• Or CMR?

Retention

Cust

omer

Val

ue

Acquisition

Cross- & up-selling

Selection

143

2

4

Collective insight in customer base, focused on lifetime value…

Insight - Individual

• Or CMR?

I amPersuadable

I amA Sleeping Dog

I amA Lost Cause

Spend marketing

budget here

I amA Sure Thing

Save marketing

budget here

Spend service

budget here

Save marketing

budget and prevent

churn here

• Customer BCG Portfolio• Continuous LTV scoring• Platinum Record• Segment of 1• Per-record decisioning engine• Individual development and

retention budgets• Best Next Action

Omnichannel Contact Strategy

• Event driven• Outbound Inbound• CRM evolves from managing a few touchpoints to customer experience management (f.e. dynamic content)• E-mail still highest ROI channel• CRM software = business rulesand real-time decisioning

Do you believe in Fairytales?

• Customers want a relationship with my brand– No. Brands are not family. Customers do not want a

relationship, they want discounts.• Interactions build relationships.– No. Shared values build relationships. Harley

Davidson values freedom. Disney values tradition and dreams. Eukaneuba values love of animals.

• The more interaction, the better.– No. As in real life, don’t keep asking for attention.

Treat the attention you get as precious.

CRM: guide decisions

• Always on, always relevant, pinpoint delivery, simplicity, on-demand drive 66%

• Price drives 34%• Design interactions across the consumer

decision journey and keep it simple. Decide which data you need and which are your value drivers.

• Telescope (market), Binoculars (segments), Microscope (consumers)

Thank you!

Jo Jansen+31 (0)6 5012 8893

jojansen@outlook.com