The lifecycle: be a friendly neighbour Coen van de Ven

No more barriers.

Information abundance.

With a flick of a switch.

Different services have entered the field rapidly

Email is a trusted format

Trend is that this trust is declining...

Source: Nielsen (2015)

Build loyalty around the brand

A clear CRM strategy is crucial: GET > KEEP > GROW

DB

Welcome

Touch points

Relevant messages

Customer Life Cycles

Product Life Cycles

Database

Cross sell

Print Website Mobile Community Store Call center E-mail

Activation Retention

Galaxy S5 Galaxy S6 TV (7, 8, 9) Tab S S-UHD TV

Campaign A

Campaign B

Campaign Y

Campaign Z

Social Media Webshop Service Desk

Reactivation Win back…

Mobile data

DB DB

DB

external data sources

for enrichment

Integrate CRM with all touch points

Engage continuously

Build loyalty around the product

One central database, continously enriched

New campaigns using historic data

GET

GET, KEEP example: Introduction of the Galaxy S7 and S7 edge

First thing – Get Connected!

Drive all relevant channels to a place were we can connect

Get the right audience, context and make them connect

With only a very low investment we were already able to get thousands of potential leads for the Galaxy S7 and S7 egde

KEEP

ANNOUNCE TEASE AMPLIFY DELIGHT

Teaser 2

Teaser 1

@

@

Tell your story and inspire your audience at the same time

…ask a question and give back engaging content

Capture the neseccary information in Selligent database for future follow up

“WHAT DO YOU NEED THE MOST IN YOUR NEXT SMARTPHONE?”

BLOG

ANNOUNCE TEASE AMPLIFY DELIGHT

Awake

Teaser 2

Teaser 1

Now in store

Pre-order NOW!

Thank you & first setup

Point Out

Eco system

NPS

@

@

@

PURCHASE

@ @ @ @

UNPACKED BARCELONA

@

@

TBD

GROW

Find out if your current refrigerator is bad for your wallet & environment

Make people aware that having an old fridge equals a waste of energy and money, while enriching our database to increase relevance in communication

… and create the opportunity to show our new fridge models

‘How old is your fridge?’

1

‘You could save X’

2 +3 days: Follow up e-mails

7-15+ years 0-6 years

3

VERSION 2 ‘your fridge is okay, we give you extra tips and check our Smart Home products’

VERSION 1

‘you could save energy, here is an offer for a new fridge’

8.3 20%

Years old on average

Owns 15+ year old fridge

44k

Profiles enriched

60%

Owns 7+ year old fridge

Campaign results

GET

BUILD UP YOUR DATABASE AND KNOWLEDGE

KEEP

STRENGHTEN THE RELATION AT EVERY INTERACTION

GROW

AIM FOR AND INCREASE THE CONSUMER LIFETIME VALUE

INTEGRATE

LOOK THROUGH THE EYES OF THE CONSUMER

OPTIMISE AND SHARE

TEST TO LEARN WHAT IS WORKING AND WHAT IS NOT WORKING

EXPAND & NEVER GIVE UP

CHALLENGE YOURSELF, YOUR TEAM AND YOUR AGENCIES

A quick recap (tl;dr)

“There are no strangers here; Only friends you haven't met yet.” - William Butler Yeats

Thank you