Rakuten & Salesforce.com 
eCommerce & CRM Integrados para sua Estratégia de 
Clienteling 
Marcius Rodrigues, PMP 
Sales En...
Customer 
 Anônimo 
 Reativo 
 Transacional 
Client 
 Mais Íntimo 
 Proativo 
 Dirigido pelo Relacionamento
Sintoma Causa Implicação 
Ponto de Vista Call to Action Benefício 
KEEP 
CALM 
and 
DO 
CLIENTELING
CRM
Desktop 
Mobile/Tablet 
Cliente 
Vendedor 
Salesforce Clienteling Solution 
Automação de 
Marketing 
Visão 360 dos 
Client...
Marketing 
Tecnologia 
Vendas Atendimento
Computação em Nuvem ROI 
SOFTWARE 
TEMPO 
VALOR 
Investimento 
de Capital 
Despesas com 
Upgrades 
Menor Custo de 
Capital...
+38% 
Conversão de 
Leads 
+36% 
Produtividade de 
Vendas 
+45% 
Precisão de Forecast 
+26% 
Win Rate 
+28% 
Vendas 
Sourc...
+40% 
Satisfação do 
Cliente 
+40% 
Redução de Custos 
de Suporte 
+42% 
+39% 
Retenção de 
Clientes 
Redução do Tempo de ...
Como o marketing 1-a-1 muda tudo - Parte 1
Como o marketing 1-a-1 muda tudo - Parte 1
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Como o marketing 1-a-1 muda tudo - Parte 1

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Slides da palestra "Como o marketing 1-a-1 muda tudo" da Salesforce na Rakuten EXPO 2014.

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  • We see the three pillars of retail excellence supported by a broad technology platform spanning
    Social integration – how a retailer understands overall consumer sentiment
    Collaboration – internal and external communities using intuitive, attractive, contextual and highly adopted social business applications
    Service – multi-channel integrated customer service
    Agile Development – rapid development processes to support continually evolving needs
    Mobile Solutions – provision of information and intelligence where and when it is needed for customers, suppliers and employees

    This technology platform supports the delivery of business value through:
    Employee engagement – retailing is still a people business. Empowered and engaged employees deliver better performance, better sales and better service
    Employee productivity – allowing employees more time to do their core roles means more customers served, more orders delivered, more support calls answered
    Sales effectiveness – informed, enabled and attentive sales staff build stronger and more valuable customer relationships
    Supply chain efficiency – a fundamental requirement of retailing is stock availability

    These pillars in turn support the growth of customer loyalty through 4 dimensions of customer behaviour:
    NPS – customers have a positive perception of your brand and the products you sell. They actively promote you through their social networks
    Retention – customers return to you for future purchases
    Upsell/X-sell – customers trade up and across the ranges of products that you sell
    Share of wallet – you take a greater share of your customers’ disposable income

  • [before click] Cloud Computing is a very different model than software. With software, you would typically have large, upfront capital expenses for the software and hardware. Then, as you upgrade, you would undergo additional, large expenses to upgrade the hardware and software over time, which really cuts into the value that you would get.

    [after click] with cloud computing, all the capital investment expense goes away, along with the upgrade expenses. The capital costs are gone because you don’t have to purchase the hardware, data center, and software. You also don’t have the expense of upgrades, we take care of this for you, automatically.

    Cloud Computing is a faster, more economical approach than software.
  • Como o marketing 1-a-1 muda tudo - Parte 1

    1. 1. Rakuten & Salesforce.com eCommerce & CRM Integrados para sua Estratégia de Clienteling Marcius Rodrigues, PMP Sales Engineering mrodrigues@salesforce.com
    2. 2. Customer  Anônimo  Reativo  Transacional Client  Mais Íntimo  Proativo  Dirigido pelo Relacionamento
    3. 3. Sintoma Causa Implicação Ponto de Vista Call to Action Benefício KEEP CALM and DO CLIENTELING
    4. 4. CRM
    5. 5. Desktop Mobile/Tablet Cliente Vendedor Salesforce Clienteling Solution Automação de Marketing Visão 360 dos Clientes Histórico de Casos e Serviços Social Media Engagement Omnichannel Dashboards e Analytics Plataforma + Colaboração + Integrações Online Qualquer Dispositivo Qualquer Usuário Funcionário Pontos de Integração eCommerce ERP Loyalty Management Pontos de Integração BI e DW POS Inventory
    6. 6. Marketing Tecnologia Vendas Atendimento
    7. 7. Computação em Nuvem ROI SOFTWARE TEMPO VALOR Investimento de Capital Despesas com Upgrades Menor Custo de Capital Upgrades Transparentes e Automáticos
    8. 8. +38% Conversão de Leads +36% Produtividade de Vendas +45% Precisão de Forecast +26% Win Rate +28% Vendas Source: Salesforce.com Customer Relationship Survey conducted March 2013, by an independent third-party, Confirmit Inc., on 5,200+ customers randomly selected. Response sizes per question vary.
    9. 9. +40% Satisfação do Cliente +40% Redução de Custos de Suporte +42% +39% Retenção de Clientes Redução do Tempo de Resolução dos Casos +40% Produtividade dos Agentes Source: Salesforce.com Customer Relationship Survey conducted March 2014 - May 2014, by an independent third-party, Confirmit Inc., on 4,100+ customers randomly selected. Response sizes per question vary.

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