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Al shaya - What is CRM?
1. What is CRM?
Why CRM?
Does CRM deliver?
CRM technology & approach?
Saj Bhojani
Al Shaya
November 2013
2. Customer Relationship Management, is
business strategy
• Reducing costs and increasing profitability via customer loyalty.
• True CRM brings together information from all data sources within an
organization (and where appropriate, from outside the organization) to give
one, holistic view of each customer in real time.
• This allows data driven customer marketing, that is measured by customer
lifetime value for example
• Should enable and provide for more compelling, personal customer
experiences across all channels
3. What is ecrm? (not just email!)
ecrm
• Web definition
• Electronic CRM concerns
all forms of managing
relationships with
customers making use of IT
4. CRM is not a piece of software
• CRM has evolved into a customer-centric philosophy.
• There are three key elements to a successful CRM initiative:
• People
• Process
• Technology.
6. CRM is about understanding customer data
• CRM is used to learn about customers' needs and behaviours in order to
develop stronger relationships with them.
• Good customer relationships are at the heart of business success (AND
RETAIL)
• There are many technological components to CRM, but thinking about CRM
in primarily technological terms is a mistake.
• The more useful way to think about CRM is as a process that will help bring
together lots of pieces of information about customers, sales, marketing
effectiveness, responsiveness and market trends.
7. CRM is difficult, expensive and needs
executive sponsorship
Failure is rife in CRM
projects…….internet is
littered with reasons
for CRM failure
9. B&Q approach is via an app and instore
engagement
2/3 of B&Q customers use their phone instore
640k customers now signed up, app is easy to
use and to sign in
The B&Q Club app is extremely limited in terms
of functionality (which makes it the perfect
mobile loyalty scheme).
The aim of the app is to increase footfall instore by offering discounts and deals
10. Mobile is becoming the glue within any CRM
initiative
• Sephora has invested heavily in mobile
over the last year, most notably integrating
its loyalty program, Beauty Insiders, onto
mobile.
• The brand makes it easy for consumers to
track points, view rewards and redeem
either in store or online. Due to this focus
on increasing engagement, Sephora has
since seen a 150% increase in mobile
shopping over the last year
11. Mobile engagement by restaurants works
across retail
• Boston's, a sports bar and restaurant,
built a mobile CRM program across their
51 U.S. locations. Once customers optedin to the program, they were rewarded
with a mobile coupon for a free pizza
(along with deals and alerts for their
specific location in the future).
• More than 24% of consumers
redeemed their coupons during the
kick-off campaign followed by 10-15%
average redemption following the launch
of the campaign.
12. Leveraging a common data set continues to
be an option with Nectar
Sainsbury’s continue to comment publicly how the Nectar
loyalty card has driven competitive advanatge
16.5million+ members signed up
Sainsbury’s benefits from the data the card generates to
determine the product ranges it stocks in stores, identify
potential store locations, make sourcing decisions, and
measure the effectiveness of promotions, as well as help
plan future promotions.
14. Whats Hot in CRM 2013: Mobile
• Big data, cloud, social, mobile and the
Internet of Things are the five catalysts that
are driving inquiries in the hottest areas of
interest.
• Gartner’s Ed Thompson, author of the report,
states that “this is where our clients’ interests
lie, although not their current CRM spending.”
• Technologies highlighted in red are the
hottest in terms of interest, shown in the
following table Highest CRM Application
Priorities for 2013.
Source:
http://www.business2community.com/mobile-apps/whats-hot-in-crm-2013-strong-interest-in-mobile-for-streamlining-sales-and-service-0538556#OxXpo6i07OmHrQAU.99
15. Consulting options or parallel programmes
also bring significant expertise to the table
• Dunnhumby
• Responsible for the Tesco clubcard
• Nectar
• Responsible for sainsbury’s and
homebase
16. Recommendation
•
Start with the data ( collection, analysis etc) and develop a customer understanding
•
•
Develop a customer and business strategy that has achievable milestones and a roadmap.
•
•
Recognise internal data points, systems and culture
Clear objective
Ensure adoption is simple for in store colleagues and customers via technology
•
•
Mobile applications
•
•
CRM systems
Single view of customer database
Think Big, Act Small – deliver quick wins that quickly prove the CRM business case
Notas do Editor
Within the team at Dunelm, we illustrate Multi-Channel by focussing on the 5 ways to shop. It’s worth noting that the first two options are where you can really play a part, as that is where we currently are, but obviously we have an eye on the future for in-store ordering as well.
The promotion lets consumers purchase two-for-one Bacardi Mojitos across all of 45 bars in the capital using a mobile app.Participating bars had a QR code scanners which let consumers redeem their offers in-house. Consumers registedon the Late Night London mobile site.Bacardi and Novus Leisure are using the tie-up to track redemption rates and target consumers with future promotions.The mobile platform has been devised as a “test and learn” initiative and could be extended to other Bacardi-owned brands in the future as well as other bar chains.Interesting campaign considering the majority of the target consumers are using mobile to plan their nights out and in particular taking advantage of location-based promotions and events. The campaign makes the most of this insight and cleverly uses scanners in each venue to help track their journey from seeing the ad through to purchase.”Tie-up is being promoted across Capital FM and XFM apps as well as banner ads and an O2 Media text campaign. CRM camapigns are not just technology and are part of a marketing programmeNovus will also run competitions at point-of-sale and on SMS to help push the campaign to its existing customer base.Helen Cook, head of group marketing at Novus Leisure, says the partnership is “powerful” due to the customer insight it will generate.She adds: “This data will ensure all future communication will be relevant and targeted based on previous purchase behaviour.”
Everyone know M/C progresses at a crazy pace – anyone know what happened on this day 15 years ago?.....google. And refreshingly, they continue to keep their site simple!
