lobary francois lecomte vagniez nfc for crm - 2012-09-18
DESCRIPTION
NFC WORLD CONGRESS 2012 Seizing Marketing Opportunities : NFC for CRM Keynote by François Lecomte-Vagniez, Associate Partner, Lobary Program Committee Chair of the NFC World Congress.TRANSCRIPT
Seizing marketing opportunities NFC for CRM
Digital proximity experience unlocks value
François Lecomte-Vagniez LOBARY SARL
+33 6 81 49 44 94 [email protected]
www. lobary.com
@lobary
September 18th, 2012
© Lobary 2012
3 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.
Do customers think as pretenders ?
Is it really a midge ?”
Can I eat it, easily and safely ?
Great food here… Will I stay forever
in this place ?
4 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.
Customer’s remote control for local services
Products / Brands Deals / Services
Inform Perform Transform
Local interactions over smartphones change (almost) everything in a commercial relation
5 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.
The mobile revolution… Is NFC next ?
• Mobile wins !
– A mobile out of 2 is a smartphone
– Mobile users connected anytime, anywhere.
– Social living – instant like & shares
• Digital and real world, back and forth
• “Web-to-Shop” and “Shop-to-Web” + in-Shop interactions.
• SoLoMo – Social Local Mobile
• Mobile Economic Time (MET)
• Digital proximity services delivery
• ONLINE : web based / strong authentication.
• OFFLINE/ONLINE : Keys stored on devices.
NFC : a generic interaction facilitator ?
Smartphones sales (GFK)
6 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.
INFORM – NFC helps
• Handling customer’s queries
– Instant queries, anywhere Local deals, shop localization, timetable, drive-in…
– In-shop experience Check-in , investigations, product details, call for help,…
• For immediate answer !
– Content pertinence, format, accuracy, speed, etc.
• NFC query = a simple gesture to read a tag
– Close loop, pull mode, desired, no need for specific apps, etc.
– NFC isn’t common today, but a commodity tomorrow ?
• Learning curve… could be mixed with QR-Codes or LBS.
“Bordeaux ma Ville”
local services
Challenge : Matching customer’s expectations (at least) !
7 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.
PERFORM – NFC helps
• All mobile… No user’s guide.
– Coupons, discount, gift, voucher, fast pass, quick payment, etc.
– Service discovery, prepaid voucher, instant betting, gaming…
Intuitive use, smartphone integrated.
• Seamless transactional processes, the must !
– Honor promise - do not create constraints.
– Service fast and easy. Very efficient.
– Safety for valuables and data.
• NFC = same gesture to valid/redeem/pay/access…
– Short range communication, private/universal models, online or offline.
– Market standards, certification, processes, platforms, cards & mobile coexistence, marketing and communication efforts, etc.
Challenge : NFC transaction’s ecosystem(s) to take-off
8 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.
TRANSFORM – NFC helps
• Remains accessible – all time and location
– Multichannel services : web-2-shop / shop-2-web.
– Enable social networks shares. Even for deals.
• Your customers deserve all the best
– Offer a seamless multichannel for digital and physical worlds.
– Delivering the best customer experience is your priority.
Consider all NFC options and alternatives.
• NFC offers a pivot for local services delivery
– Identify your customer for personalized relations.
– Deliver value added local services :
• Cloud based – store value acquisition platform.
• Offline –secure keys embedded / authentication processes.
Challenge : NFC smartphones market share today
Smurf NFC
Sharing deals
9 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.
Upside down customer’s relations - VRM
• From Customer to Vendor Relationship Management
– Personalized services on demand - over smartphones.
– Pull mode is going to be preferred than push.
Convenience, Pertinence, Security, Privacy and Universality.
Remember : the pretender is the expert of camouflage.
• NFC “Click and whirr 1 ” gesture
– Best choice available. Here and now.
– Best deals and optimized services. A la carte.
– Easy transactions, in confidence. Their way.
• Instant value delivery is the #1 discriminant
– Widgets, apps, secure Id, seamless multichannel CRM…
– The must : brand images + excellence in services delivery.
1 Reference to « Influence », by Robert B. Cialdini, Pearson
« Got it ! »
All means for local interactions should be organized.
10 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.
Attention marketing – take care !
• Get customer’s attention
– Be visible to exist. Information, games, tools & apps,…
– Start to exploit the Mobile Economic Time.
• Catch the winning instant
– Appropriate time, place and offer.
– No push - except if demanded.
• Deliver the promise
– Innovation isn’t obvious. Make life easier.
– Be over expectations for problem solving.
• Be a friend, fair and dutiful
– Privacy counts. Protect personal data.
– Encourage feedback, good or bad. Leverage social networks.
Load and store valuables.
Instant satisfaction delivery
Standardize processes
Recognize and serve
Possibly, that’s all NFC capabilities
11 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.
To be or not to be NFC for CRM ?
• NFC brings lot’s of value for CRM
– DUMMY SIMPLE for users + SECURED.
– Large bandwidth for use : tag, card and p2p.
– Marketing action’s efficiency can be tracked from A to Z.
But : “ECOSYSMIC”… Uncertainty on take-off, adoption, models…
• Investing in mobile proximity services worths it
– Learn and tune offers and customer’s approaches.
– Teach customers and get direct feedback.
– Be involved in a promising global ecosystem development.
Get AGILITY and catch OPPORTUNITIES.
NFC or not : digital proximity experience unlocks value.
Thank you
François Lecomte-Vagniez LOBARY SARL
+33.6.81.49.44.94
www. lobary.com
@lobary
13 © Lobary 2012. Seizing marketing opportunities : NFC for CRM.
Digital proximity experience unlocks value
• Lobary value proposal
– Lobary advises and contributes to effective deployment of mobile contactless (nfc) solutions for proximity services applications such as payment, commerce, marketing, access or transport.
Experience unlocks value : for your company and your clients.
• Lobary leverages experience on digital proximity services
Vision :
Prospective, market opportunities.
Strategy :
Positioning, business case, targets and means.
Development :
Business development, partnerships/alliances...
Marketing, communication, events,...
www.lobary.com