fields of dreams crm strategies
TRANSCRIPT
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July 10-‐11, 2012 Napa Valley Marrio411
Fields of Dreams?
How your CRM Requirements andStrategies Affect Your Company
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July 10-‐11, 2012 Napa Valley Marrio422
Looking Ahead:Things to Think About
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Scalability is Key
• Whatever you build today, you want to use, andbuild upon tomorrow
Visualizingeconomics.com designed by Nicholas Felton via the New York Times
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Three Areas You Should be IncorporaCnginto Your CRM Strategy Now*
• Mobile
• Social Media (Social CRM)
• 3600 customer view including trade transacCons
*Each has its own technology challenge and valueassociated with it. Depending on your wine price,business, target, one may be more urgent orrelevant than another.
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1. July 2011 Pew Internet & American Life Project 2. Google/Ipsos April 2011 Survey of US smartphone owners
Are You OpCmized to Collect Data onMobile Devices?
• While 8 in 10 adults in the US now have a cell phone, more thana third (35%) of all Americans now own a smartphone• Of these, one quarter conduct most of their online browsing on their
phone. 1
• Two primary intercepCon points -‐ research, and shopping cart• Four out of five US smartphone owners, use phone to research shopping2
• 74 percent made a purchasefollowing research on phone2
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OpportuniCes to Capture Data WhileCustomer Researches Purchase
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Shopping Cart OpportuniCes
• OpCmize your store
• Know your Google AnalyCcs
• Understand overall mobilecustomer behavior• 76 % purchased in-‐store1
• 22 % purchased through amobile app1
• The average annual spend onmobile purchases was US$3001
1. Google/Ipsos April 2011 Survey of US smartphone owners
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Don’t Forget About “Couch Commerce”
• A recent Forrester study found that tablet users spent moreCme online with their tablet than their PC and over half of themuse it for shopping
• In fact, amongthose who ownedmulCple devices,the tablet trumpsboth thespartphone andthe PC as thepreferred shoppingdevice
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Other Mobile OpportuniCes
• eCommerce at events
• ipads and portable mobilecheck out in busy tasCngrooms
• Sign up for mailing list withQR code
• Mobile apps
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Challenges & ConsideraCons
• Challenges
• IntegraCon
• Compliance
• ConsideraCons• Consolidate with other data channels for 360 degreeview
• But segment in analysis for ROI
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• Age of choice -‐ SM is another communicaConchannel
• And it’s viral
Social CRM
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4 Steps to Social CRM
1. Know your customers’ behavior• Monitoring tools (Radian6, Social Connect)
2. Intercept them where you can with opCmized soluCon
3. Append customer profile in CRM with contact info andpreferred communicaCon method
4. Communicate them in preferred channel
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• If you’re not serving the customer, your job is to beserving someone who is• Jan Carlzon, ex-CEO SAP Group
• 3600 view means retail behavior as well• Look forward and work toward a two way data sharing world
where the customer is delighted• Share engagement strategies with
distributors & retailers• Ask them to parCcipate and support
their efforts• Encourage site visits and capture and
build data• Report back to them
Trade
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Final Thought for Future Plans:RetenCon is the New AcquisiCon• New customer acquisition gets nearly double the attention of
customer retention efforts• 91% of Companies measure the success of a marketing program by
the number of new customers acquired1
• Over a 5 year period customer attrition rates could reach as high as50% in a unmanaged database2
1. 2009 Survey of Marketing, Media and Measurement, by King Fish Media 2. 2010 Report from Frederick Reichheld of Bain & Company
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QuesCons?