CRM STRATEGY

CRM STRATEGY
CRM CDIT Reliance Retail Reliance Industries Ltd.
strategic thrusts Gain First Mover Advantage first pan-India CDIT multi-brand retailer Establish distinct brand identity focused brand build Differentiated Value Proposition Assortment Width & Depth consumers seek choice. Best Value / Price consumers are value conscious & seek best deals Service consumers seek convenience. single Reliance Retail 2
CRM Vision Create superior customer value through CRM to deliver high customer satisfaction & enable higher customer lifetime value satisfied customers for life Reliance Retail 3
CRM End Goal more customers to buy more of our products, more often, more profitably over time with respect to our competitors Reliance Retail 4
CRM Process Cycle CRM Strategic Guidelines Community Feel CRM Cycle Customer Satisfaction Preference & recommend (including re-purchase) Reliance Retail Awareness & familiarity Consideration & purchase (including usage & learning’s) 5
CRM Marketing Strategy Fit Pre-Purchase Out-of-Store Pre-Purchase In-Store Purchase In-Store Post Purchase Marketing Promotions Programs Customer Experience Programs CRM Program Interest-Group Prog. awareness & familiarity Reliance Retail consideration & first visit to store selection & first purchase usage & learning's preference & recommends 6
at store level > at city level > state level > national level Reliance Retail 7
CRM Strategic Thrusts Early Redemption Frequent Redemptions Ride the RR Rewards Club Exciting Rewards Simple to comprehend the program Multi-tiered loyalty program Reliance Retail Convenient Assurance to accumulate points on claiming the reward greater levels of expenditure, earn proportionately greater rewards (convex reward structure) 8
CRM Rewards Program Reliance Retail 9
CRM Rewards Program Introduced Excitement Quotient Early Redemption Ride the RR Rewards Club Frequent Redemptions Exciting Rewards Simple to comprehend the program Multi-tiered loyalty program Reliance Retail Convenient to accumulate points Assurance on claiming the reward greater levels of expenditure, earn proportionately greater rewards (convex reward structure) 10
CRM Rewards Program Construct Customer Relationship Index Relationship Segmentation Approach Redemption Rationale Reliance Retail Relationship Segment Proposition Relationship Segment Actions Enrolment Criterion 11
CRM Relationship Indices Customer Relationship Index Recency Reliance Retail Longevity Value Frequency Profitability 12
CRM Relationship Indices Rationale Customer Relationship Index Recency Longevity Frequency Value Profitability Reliance Retail The more recently the customer transacts (last purchase), signals positive disposition towards RR The more longer the customer franchises (period between last purchase - first purchase), signals commitment to RR The more no of purchase visits customer makes between the last & first purchase point), signals expectation from RR, of need-range fulfillment (depend on RR) The more customer transacts (all purchase), signals conviction on value proposition 13
CRM “Customer Relationship Index” valuing intangible tangible Recency Longevity Frequency Profitability Last Purchase First Purchase No of Purchase Visits Cumulative Purchase Value Month 2 Month 8 4months back 8 10months back 10 past12 months 12 past12 months 12 0.67 0.83 between first & last purchase points ?( + feedbacks) no of purchase visits 1 once in 2months 6 0.17 0.67 +0.83+0.17=1.67 x100= 167 / 300 = CRI = 56% Reliance Retail 7000 + 12000.+ 1000 20,000 14
High CV CRM Relationship Segmentation Approach Penguins Believers True Believers CRI < 25% Strangers Low CV Customer Value CVI 5,000+ Low CRI Friends CRI 25% - 50% Acquaintance Mid - CRI 24months+, Min 3 Purchase Occasions Butterflies 12months+. Min 2 Purchase Occasions Mid CV CVI 10,000+ True Friends CRI 50% + Acquaintance High CRI Customer Relation Index Reliance Retail 15
High CV CRM Relationship Segmentation Approach Penguins Believers True Believers Rs10,000+ Cumulative Purchase Value / Spends Rs5001 – Rs10000 True Friends Cumulative Purchase Value / Spends CVI 5,000+ Strangers Acquaintance Less than Rs5000 Acquaintance Cumulative Purchase Value / Spends Low CV Customer Value Friends 24months+, Min 3 Purchase Occasions Butterflies 12months+. Min 2 Purchase Occasions Mid CV CVI 10,000+ Low CRI Mid - CRI High CRI Customer Relation Index Reliance Retail 16
High CV CRM Relationship Segmentation Approach Penguins Believers True Believers Friends True Friends Mid CV Rs10,000+ Butterflies Low CRI Trusted Acquaintance 50% + Acquaintance 25% + Strangers Low CV Customer Value Rs5,000+ Mid - CRI High CRI Customer Relation Index Reliance Retail 17
High CV CRM Relationship Segmentation Approach Penguins Believers +++ True Believers +++ +++ Mid CV Rs10,000+ Friends Butterflies True Friends +++ Low CRI Trusted Acquaintance 50% + Acquaintance 25% + Strangers Low CV Customer Value Rs5,000+ Mid - CRI High CRI Customer Relation Index Reliance Retail 18
High CVI CRM Segment Propositions Penguins Believers True Believers Strangers Low CRI Friends Acquaintance Mid - CRI 24months+, Min 3 Purchase Occasions CVI 5,000+ 12months+. Min 2 Purchase Occasions Butterflies Low CVI Customer Worth Index Mid CVI CVI 10,000+ True Friends Acquaintance High CRI Customer Relation Index Reliance Retail 19
CRM Consumer Profile Willingness to spend on technology affluency right fit right fit (tech) no irritants in exp right tech latest tech right exp will stretch to pay value-cons on tech Right exp best tech latest tech best exp seekers will pay high premiums right fit (tech) good exp will pay if believes fit Base level tech (functional), no irritants in exp Attitude/ Involvement towards technology/ home-electronics Reliance Retail Buzz, Berry, Ray, Jill 20
CRM Direct Mail Triggers Home Delivery Installation Home Demo Replace Repair Service Exchange Complaint Resolve Purchase Customized Offers & Events Purchase Intent Home Solution Product Catalog Offers Home mapping Getting-to-Know Cross-Sell Service Solutions Feedback Reliance Retail New Launches Apology Satisfaction Feedback Offers Special Occasion Win-back Satisfaction Feedback Wish Cards Offers 21
CRM Reward Points : Earn Rationale Option 1 for every you get worth Rs100 = 1 = 1 point rupee you get spend worth Option 2 for every Recommended Rs100 = 1 = X point spend Option 3 for varying spend Reliance Retail you get X rupee worth =1 = X point rupee 22
CRM DB Communication Agency Lufthansa, Microsoft, Vodafone 1 Shopper Stop, Trent, Westside Colgate, J&J, HLL, P&G Philips, Kodak, Polaroid 2 ? 3 Capabilities 25% Reliance Retail Approach 25% Creative 20% Team 15% Cost 10% Client & Work 5% 23
CRM Creative Concepts Reliance Retail 24
CRM Technology Enabler MySAP-CRM Reliance Retail 25
CRM MySAPCRM Supports customer-related processes from end to end - all customer-related tasks across departments integrating invoicing, shipping, etc. Provides customer intelligence across the enterprise - customer data for faster and better decision making Delivers immediate value - Enables you to address strategic priorities Reliance Retail 26
CRM MySAPCRM Reliance Retail 27
CRM MySAPCRM do we need : enterprise portal ? do we need : telephony & email ? scope, benefits, time, cost do we need : handheld ? do we need : internet capability Reliance Retail 28
CRM MySAPCRM what do we need : at the least ? back-end SAP Netweaver Platform - AB ABAP - AS Java Reliance Retail front-end SAP GUI for Windows 6.40 Compilation 4 (with BI) 29
CRM MySAPCRM Example Reliance Retail 30
CRM MySAPCRM Reliance Retail 31
CRM MySAPCRM Reliance Retail identifying biz target gaps 32
CRM MySAPCRM Reliance Retail identifying gap period 33
CRM MySAPCRM Reliance Retail identifying target group 34
CRM MySAPCRM Reliance Retail identifying target group 35
CRM MySAPCRM Reliance Retail target group 36
CRM MySAPCRM Reliance Retail builds campaign 37
CRM MySAPCRM Reliance Retail campaign date 38
CRM MySAPCRM Reliance Retail campaign response leads 39
CRM MySAPCRM Reliance Retail open leads to chase (as hot) 40
CRM MySAPCRM Reliance Retail customer to contact 41
CRM MySAPCRM Reliance Retail Final campaign effectiveness = 80% 42
CRM Customer Database Build preferential treatment lead generation Kiosk Smart Card Handouts customer history My SAP CRM Reliance Retail 43
CRM Action transaction value > Rs10,000 Call within 2 days of purchase - patronage appreciation - experience satisfaction - addressing any info gaps DM (e) within 15 days of purchase - usage - cross sell - rewards offer - suggestion feedback Rs 100 ( Investment for Relationship Build per Contact ) Reliance Retail M3 , M6, M9, M12 - events/promo’s mailers 44

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