Crosschannel Marketing :Enabler of Customer Centricity

Frederic GILBERT

Barcelona, 2nd of March 2011

Innovative e-MarketingConnecting Group

Butbefore

Acouple

ofQuestions

And raise your hands if you answer yes, but keep your hands raised between question 1 & 2

We all know what is a customer, right ?

We all know what is a channel, right ?

Cross Channel Marketing,

Customer Centricity enabler

Customer Centricity

From Inside-out…

…to Outside-in

Opposed visions

1. Best product for customer

2. New products

3. Cutting-edge products, usefulfeatures

4. Most advanced customer

5. On the side of the seller in a transaction

Product Centric Customer Centric

1. Best solution for customer

2. Personalized packages of products, services, support, education and consulting

3. Customizing for best total solution

4. Most profitable, loyal customer

5. On the side of the buyer in the transaction

Don’t worry products

get along with solutions

Cross-channelMarketing

not Multichannel

Cross Channel

Cross Channel implies

Distribution

Sales people

Online sales platform

Countries

And many otherdistribution

channels

ButNot

Only

You also have

Communication

Webmarketing

Social Media strategists

OneMajor

Issue

SILO EFFECT

SoHow

canwe

Succeed ?

Rely on

and

USE

the

Levers

of

CUSTOMER CENTRICity

Levers of Customer Centricity

Coordination

Lever #1

Collaboration

Lever #2:

Lever#3

CloutAKA « Power »

Lever #4

Capabilities

Connection

Lever #5

Questions & Group Work

Pick a question

1. Barriers to Cross-Channel Marketing2. Incentives? Co-workers & Customers3. Data sharing: issues and solutions4. Key factors for a successful Customer Experience5. Design innovative Crosschannel Walkthroughs6. How would you market your crosschannel

strategy inside and outside the company?7. Customer Ownership Issues8. Role of Social media in Crosschannel marketing

(distribution & communication)9. What do you do of the old silos?10. Why can’t you do without crosschannel?

Thank you

Twitter: @netskyfFacebook: www.facebook.com/netskyfLinkedIn: www.linkedin.com/fredericgilbert1976Groups “Social CRM Europe” LinkedIn

Frederic GILBERTnetskyf@gmail.com+ 33 6 75 21 77 16