datalab "como melhorar o relacionamento com o meu cliente, by joost hubregtse"

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Media Partner:Patrocinadores:

Business Breakfast, 2 de Julho de 2014

”Why do you need a Single Customer View?”

Como melhorar o

relacionamento com

o meu ClienteJoost Hubregtse, Uniserv Solutions Manager

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More success with Smart Customer Data Integration

Smart Customer MDM

Staying connected with your customers

The world of customers has been condensed into a smartphone with which he:

-Requests information

-Searches for alternatives

-Asks friends

-Places orders

-Pays online

-Tracks delivery

-And complains

He expects you do to react with all of the above. And that 24/7 in real time, please…

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© UNISERV GmbH, Pforzheim 2013

13

The first hurdle to take:Each customer is different, or not

≠ ≠

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© UNISERV GmbH, Pforzheim 2013

14

The second hurdle to take:Many systems with different data

≠≠

Name Johan Kroon

Address Haverstraat

City 3511 NA Utrecht

Phone 030-2347890

Email J.Kroon@gmail.com

Name J. Kroon

Address Haverstr.

City Utrecht

Phone 06-12398760

Email Name Johan Kroon

Address Haverstraat 10

City Utrecht

Phone

Email j.kroon@kpnmail.nl

ERP system

CRM system

Webshop

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Getting the right information

Customer Data Management

Campaign Management

Segmentation and Predictive Modeling

Marketing and Customer

Intelligence

Management and Intelligent insight and trigger driven

campaigns

-

0

50

100

150

200

250

300

350

400

0 25 50 75 100

CampaignWave 1

CampaignWave 2

CampaignWave 3

Strugglers and

Builders

Penetration

TargetBig Loyalists

At Risk

Speciality

Users

Investors

1 2 3 4 5

Top 10% 1 7.7% 0.7% 0.3% 0.5% 0.8% 10.0%

Next 20% 2 10.8% 1.5% 1.0% 5.0% 1.6% 19.9%

Next 30% 3 5.1% 1.9% 6.5% 13.7% 2.9% 30.1%

Next 30% 4 0.7% 2.5% 15.2% 8.1% 3.5% 30.0%

Bottom

10%5 0.0% 1.5% 5.1% 0.5% 2.9% 10.0%

24.3% 8.1% 28.1% 27.8% 11.7% 100.0%

Va

lue

Se

gm

en

ts

Behavior Segments

Commercial Customer Distribution in Behavior - Value Segmentation

IVoC

ClientDWs

ClientDBs

ExternalData

Data Capturing and Extracting

Data Parsing, Cleansing & Standardising

Data Validation, Enriching and Refinement

Data Matching and Linking

Data Reporting and Analysis

List Generation and Management

Marketing and Campaign Management

Campaign Execution and Fulfilment

Integration with day-to-day business operations

Customer Analytics

Campaign Management and execution

Integrated View of the customer

Data cleansing and enrichment

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© UNISERV GmbH, Pforzheim 2013

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Customer Centric

It is time foran strong solution

that can optimize customer communication

The idea is to

give the customer

the perception that he or she

gets a personal approach

Better Customer communication=

Higher Customer satisfaction=

Improved Loyalty=

Higher share of wallet

ERPSystem

CRMSystem

WebshopSystem

Integration Layer

CustomerDataHub

Cre

ate

Rea

d

Up

da

te

Dele

te

E - 113 C - 76 W - 986

Utrecht, 3511 NA113E HaverstraatJohan Kroon

Utrecht76C Haverstr.J. Kroon

Utrecht986W Haverstraat 10Johan Kroon

E - 113 C - 76 W - 986

Record: System C - 76

Name: J. KroonAddress: Haverstr.City: UtrechtZipcode:

Record: System W- 986

Name: Johan KroonAddress: Haverstraat 10City: Utrecht Zipcode:

Record: System E - 113

Name: Johan KroonAddress: HaverstraatCity: UtrechtZipcode: 3511 NA

UtrechtHaverstraatKroon

Source records (keys and attributes)

“Golden Record”

Customer Data Records

12 10 3511 NAJ. Johan

Het Golden Record – The Personal Approach

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UtrechtHaverstraat12 10 J. Johan Kroon 3511 NA

Golden Record

Search: J. KroonCust nr: 12First name: JohanGiven name: KroonAddress: Haverstraat 10City: UtrechtState: UTPhone: +31 30 123 7890Email:

JKroon@mymail.comTwitter @JKroon

Web order (updated April, 4th, 2013)Product: car damageValue $ 340Status: Acceptence pending

Activities (marketing)Last contacted february 5th, 2013Who Jenny JonesSubject: campaign # 539

Beau Luxury implementedUniserv Smart MDM

WorldWide

NPS up 15%Cust Sat up 20%Share of Wallet up 5%ROI within 1 year

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Better Data. Better Business.

Thank you!

UniservPforzheim

Amsterdam

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