kris vranken - the customer is now
DESCRIPTION
Sales en Marketing staan voor een gigantische uitdaging: de real-time, engaged customer verwacht veel van jouw merk, niet morgen maar NU. Hoe ben je relevant voor je klant? Hoe focus je niet alleen op operationele efficiëntie maar genereer je ook extra omzet? Aan de hand van praktische cases, do’s & dont’s, vertelt Kris hoe je als organisatie een moderne, future proof relatie opbouwt met je klant waarin customer insights en omni channel marketing centraal staan. Klaar om mee in het hoofd van de klant te kruipen?TRANSCRIPT
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
The customer is NOWKris Vranken
Managing Director
Stratics
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
It’sNotYourMother’sCRMAnymore
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
TheCustomerIs
NOW
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
TheCustomerIs
OMNIResearch online and buy products online
Research online and visit store to purchase
Research online visit store to view product, then return online to purchase
Visit a store, and then purchase online
Lines between offline and online shopping experiences are blurring
44%
51%
17%
32%
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
TODAY
The Customer is NOW Get in Control
In Five Steps
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Identify
Differentiate
Monitor
Interact
Customize
360° customer centric
Customer DNA
KPI’s & Migrations
Trigger Based & Omni Channel
1 to 1
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken8
Tear down the silos ?
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
SOCIALMEDIA
SOCIALINSIGHT
MOBILEAPPS
Mobile
SocialMedia
INTER-FACES BI
DATAQUALITYservices
Internal Management
WEBSITES
ESHOPGOOGLEBEHAVIO
R
Web Sites
ERPCRM
SHOPS Loyalty
Customer service
KIOSK
PhysicalStores
ContactCenters
Off-line EVENTS
MarketingInsightsPlatform
MIP
DM
SMS
MultiChannel
Push
FacebookADS
TwitterVouchers
Identify Differentiate Monitor Interact Customize
Connect the dots !
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken10 Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Identify Differentiate Monitor Interact Customize
TMI syndrome
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
WISDOM
KNOWLEDGE
INFORMATION
DATA
Think as a marketeerIdentify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
ThinkAs
YourCustomer
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Turnover200 € / jaar
Behavior 20 tickets 10 € / ticket
Total budget 250 € / year
Reageert sterk opemail en promoties
Turnover200 € / jaar
Behavior 8 tickets 25 € / ticket
Total budget 500 € / year
Reageert sterk op DMActief op social media
Turnover200 € / year
Behavior 4 tickets 50 € / ticket
Total budget 200 € / year
Koopt altijd online
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Engagement &Net Promotor Score
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Customer DNAIdentify Differentiate Monitor Interact Customize
B
aske
t
Transactional
Engagement
Omni ChannelDQ
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
KPI modelling
Revenue / visit
Revenue / item Items
Visits
Revenue / active customer
Retention
Households Penetration
Customers
Active Customer
Total Revenue Marketing Investment
ROMI
New Customers
Engagement Score
Net Promotor Score
Responsiveness
Channel Preference
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Define clear objectivesIdentify Differentiate Monitor Interact Customize
Get Keep Grow Winback
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken20 Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Identify Differentiate Monitor Interact Customize
Targeted Interaction
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
SpringPromo
New YearPromo
Back toSchool
XmasUpsellcampaign
Cross-sellcampaign
Ad hoc campaignsIdentify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
In realitySingle shot actions
Organised in silos Focus on reach
Cost cutting optimization
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken23
Customer Journey
Cust
omer
Eng
agem
ent
Time
GET KEEP GROW WINBACK
Key Desired BehaviorsAwareness
Trial / Welcome / First Experience
Repeat engagement / Content
Loyalty / VIPSocialParticipation
Re-EngageSatisfactionX-sell
Referrals
Identify Differentiate Monitor Interact Customize
DefineCustomer Journey
Events
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Kocht al een tijdjegeen boek meer
Klikte gisteren vooralop reisboeken
Is volgende week5 jaar klant
Is fan van dwarsliggers
Heeft net een boek besteld
Laatste DM kwamretour
Kocht net een boek
Is morgen jarig
Gaf een lageNPS waardering
Customer Journey EventsIdentify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
LIFEbased
PRODUCTbased
RELATIONSHIPbased
LOCATIONbased
TriggersIdentify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
SpringPromo
New YearPromo
Back toSchool
XmasUpsellcampaign
Cross-sellcampaign
Life Cycle Based Programs
Product Cycle Based Programs
Relationship Based Programs
EVEN
T D
RIVE
N M
ARKE
TNG
PRO
GRA
MS
Trigger Based ProgramsIdentify Differentiate Monitor Interact Customize
Local Based Programs
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
EVENT
Time
Communication is constantlytriggered based on individualbehavior of the customer !
TODAY
Real-time Trigger BasedIdentify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Results
“Gemiddelde response van 10-11% met trigger based marketing, tegenover 2-3% met traditionele direct mail campagnes.”
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken29 Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Channel & Target Group PerformanceRO
I (cu
mul
ative
)
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken31 Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Identify Differentiate Monitor Interact Customize
Customize the Experience
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken32 Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Use360°CustomerInsightsToCustomizeALL Touchpoints
MIP
Identify Differentiate Monitor Interact Customize
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
Identify
Differentiate
Monitor
Interact
Customize
Get Keep Grow Winback
Cust
omer
Eng
agem
ent
Time
Key Desired BehaviorsAwareness
Trial / Welcome / First Experience
Repeat engagement / Content
Loyalty / VIPSocialParticipation
Re-EngageSatisfactionX-sell
Remember the tactics
Focus onCustomer Journey
DefineObjectives
Learnings
Kris Vranken www.stratics.be be.linkedin.com/in/krisvranken @krisvranken
WEINSIGHTScreating customer value & engagement