1. CRM - Customer Relationship Management
Marketing Expertise

2. How to define CRM?
Traditional
CRM
Interactions
Customer
Social CRM Experience
Relationships Channels
Management
What is
CRM?
CRM package Processes
SAP, Siebel,
Communities Blogs
Social
Customer
Social Media
2
Presentation1

3. Customer Relationship management
CRM is a philosophy and a business strategy, supported by a
system and a technology, designed to improve human
interactions in a business environment.
Source: Paul Greenberg –
CRM at the speed of light
Source: Paul Greenberg
Presentation1 3

4. The typical CRM Nightmare
Also typically encountered by THoM when the CRM preparation is flawed or
foregone
• It starts with a problem: “We need some CRM”
• Then, some business case is agreed on by the board - while it is still asking
“What is CRM?”
• The task of implementing CRM is „thrown over the wall‟ to a newly appointed
CRM Manager
• A team is quickly commandeered
• Budgets are built up by surprises and hidden pitfalls
• No one is clear on what it is to achieve, and for who
• But it has to be done by yesterday
• The system is eventually not or hardly used, but at least there is one …
In most of the cases CRM is initiated because of a need to improve the internal efficiency
without taken into account the customers perspective (e.g. atomizing certain processes
which are un-important for the customer)
Source: Gartner Research
Presentation1 4

5. CRM a global strategy for your company to maximize the
value of the relation with each individual customer.
Hi, Loana!
I’ve just got my
new computer
with our
CRM software
“CRM is about finding
what‟s best for each customer, Cartoon: “Le temps du service” - JL Fessard
not slam-dunking technology everywhere.”
David Sims - CRMguru.com
Presentation1 5

6. THoM’s Point Of View on how CRM will manage your
customer lifetime value
CRM will help you to “know your customer”
defining which customers to get, keep and increase
Get Keep Increase
Customer
Acquisition Loyalty
Value
(#) (time)
(€)
Increase Customer Lifetime value
Lifetime
Lifetime
Value
Profitability
Number of customers
Presentation1 6

7. THoM’s point of view on the evolution of CRM to Social CRM
• Social CRM is a mindset change from business owning the communication to customers
owning the communication in Social CRM
• The importance and, moreover, relative importance of communication channels and –
media changed from traditional CRM to Social CRM, moving away from platforms that are
owned by the business to the “places” that the customers use
• Social CRM has an even higher bi-directional component than traditional CRM in Social
CRM the necessity for fast reactivity is even more important than in traditional CRM
Social CRM
CRM
Source: Thomas Wieberneit Blog
Don‟t replace CRM, extend it with Social
Presentation1 7

8. THoM’s Yearly Marketing Survey of 2011 shows that making
relevant products and services and creating a dialogue with
your customers is seen as key challenges for 2011
What will be your major marketing challenges for 2011?
Making products and services more relevant for customers 52.51%
Creating a dialogue with customers 48.35%
Differentiating from competition 38.82%
Better integrating online and offline communication 35.53%
Innovating to create new markets and get the attention of
35.18%
customers
Proving the added value of the marketing efforts 29.64%
Giving more support and assistance to customers 22.18%
Tightening the collaboration with the channel partners 20.97%
Accelerating time to market 16.81%
% of occurrence in top 3
A CRM strategy can assist in creating a dialogue with your customers
N= 577
Presentation1 8

9. THoM’s Yearly Marketing Survey of 2011 shows that a further
increase in social media as a buzzword is expected
How do you expect the following buzzwords to evolve in terms of importance in 2011?
Social Media 78 %
Mobile Marketing 70 %
Customer Experience 70 %
Green Marketing 64 %
Customer Intelligence 63%
In 2010 Top 5 Not in 2010 Top 5 % of respondents answering increase
When you want to use “Social Media” within your company you need to make sure
this is integrated & aligned in your (social) CRM strategy
N= 577
Presentation1 9

10. What makes The House of Marketing different?
Presentation1 10

11. We have a strong vision on marketing …
Marketing is a mindset
throughout the whole company,
and only happens through uncompromising
and ruthless focus on the total process of
customer engagement.
Marketing is a key contributor to achieve
business objectives and to optimize
shareholder value.
Our guiding principles are
Focus, Agility, Creativity, Tangibility and
Sustainability.
Presentation1 11

12. … and a clear view on how marketing must evolve
• Simplicity
• Strategic consistency
• Leadership continuity
• Prioritize & making choices
• Consistent brand across all channels
• Seek leadership in specific category
• Customer centricity
• Focused team
• Detect trends & act
• Early warning systems & processes
• Agile & up to date organization
• Built around customer engagement
• Innovative company culture • Willingness to change
• Diversity of profiles • Flexibility & Speed
• Idea generation process
• Idea valuation
• Porosity & open-mindedness
• KPI’s & dashboards
• Scenario analysis & ROMI
• Connect with marketing intelligence
• Analytical culture & skills
• People: yours & every stakeholder
• Planet: ACT on innovation, packaging, promotion...
• Profit: business-minded marketers
Presentation1 12

13. We are convinced that flexibility is a key asset for the future
to bridge capacity gaps...
Resource Demand Chart
FTE (hours per month)
Project 1
5,000
Project 2
Project 3
Project 4
4,000
Capacity
3,000
2,000
1,000
0
1/95 4/95 7/95 10/95 1/96 4/96
Presentation1 13

14. …. and to bridge competence gaps
Data cruncher
Packaging
E-commerce
………
Online specialist
CPM specialist
Performance management
Project Management Shopper marketer
CRM specialist
Mobile marketer
SocialMedia Strategist
……… Web master
Presentation1 14

15. Flexibility demands the right talent at the right place, & on
going training
The House of Marketing can help you develop and keep the right talents in your
marketing department.
Coaching on the job, one company or
multi company program, more details
Marketing Talent program
available as from October 2012
Relevant Marketing training, from general
to very specific & tailor made
- product management
Training - project management
- communication (online, offline)
- social media
- email marketing
-……
Personal coaching focused on marketing
Coaching related skills and technical skills
Presentation1 15

16. We offer help adapted to the new business context
In a economical environment where turbulence is the new norm, The
House of Marketing provides marketing excellence at the right
moment, exceeding clients' expectations by delivering higher return
on investment and by making the organization more agile.
We achieve this by recruiting passionate marketers for whom we
create an inspiring and nurturing environment.
Presentation1 16

17. How do we work?
Presentation1 17

18. We work on temporary assignments….
Mostly function based
Broad FMCG experience B2B and B2C environments
Coordination activities of Marketing plan, go-to-market
specialists in strategy &
production, sales, advertising, implementation, people
Brand promotion, R&D, …
Marketing management, business
Managers Churn analysis, churn Managers intelligence
reduction Coordination of Marketing
Product placement activities
optimization
Strong analytical and
Market & competitor
negotiation skills
analysis Channel & Enhancing retail partnerships
Business Market assessment &
Category by increasing category sales
Analysts quantification
and aiding in fact
Clustering of customers Managers
based/strategic selling
E-strategy definition & roll-
out Extended experience in SME
E-Marketers Coordination, design & and large matrix organizations
implementation of e- Alignment of organization
& Social Process
marketing actions towards similar goals
Media Website Managers Clear roles & responsibilities
Specialists management, email definition, organizational
marketing, social design
media, mobile
Presentation1 18

19. … and on strategic marketing challenges
Mostly project based
Client challenges THoM expertise & solutions
• Attract new customers • Customer intelligence: translate data into
relevant insights
Volume • Increase customer spending
• Segmentation
driven • Reduce customer churn
• Business and marketing planning
• Increase Innovation success rate
• Innovation Management Program
• Restore customer trust • Customer intelligence: translate data into
relevant insights
• Capture more customer value
Margin • Category assessment
• Margin management
driven • Marketing performance management
• Doing more with less resources (ROMI, CLTV, dashboards)
• Tracking of ROI • Marketing audit
• Define or redefine positioning
• Consumer intelligence: translate data into
• Changing customer experience from
relevant insights
product push to relational (customer-
Positioning centric) • Customer (store) experience
• Positioning on the sustainability dimension • Sustainability
• Positioning towards current and potential • Employer branding
employees
Consumer analytics and insights are crucial for each of the three challenges
Presentation1 19

20. We offer a unique combination of strategic excellence and
operational pragmatism
Strategic excellence Operational pragmatism
• Proven track record in strategic • Track record in making things happen
marketing advice within international and complex
• Creating relevant insights in the companies
business • Applying practical knowledge of
• Identifying the true leverages for successful corporate sales and
significant improvements marketing organizations
• Turning opportunities into structured • Turning initiatives into tangible actions
and prioritized business initiatives
• Helping you to successfully implement
strategic recommendations
We help you in realizing more from your marketing strategies and building the
marketing capabilities for systematic results
Presentation1 20

21. We deliver tangible value by bridging the knowing
doing gap…
Strategic excellence
Operational pragmatism
Presentation1 21

22. We have different meetings during an assignment
PROJECT DELIVERABLES DEADLINE PROJECT DELIVERABLES DEADLINE
Define MLT strategy for Market analysis End 2007
Internal
Define MLT strategy for Market analysis End 2007 product X RGO identification +
– Draft – product X RGO identification +
estimated revenues & final
reco + budget
EPR
Developing targeted expansion strategy for a estimated revenues & final Brand strategy
Luxembourg based private life insurer
Strategy, organization and marketing
reco + budget
Brand strategy
Action plan 2008
Client
Launch Product Y Product chart (branding, ….
Build methodology and framework for country-specific go-to- Knowledge Capture Matrix
Project
objectives
market launches based on learnings from first failure on the
Italian market in private life insurance asset management
Action plan 2008
Launch approach EPR
positioning, USP, …)
Client:
Consultant:
Project:
Sodexho Pass - Apogheos
Olivier Olbrechts
Business Plan Date: 27/08/07
• Analysis of the fact base and decision on targets
Launch package Comment: Interim (project) All documents on project saved here. Final Deliverables. Credential to follow
- Life insurance business Launch Product Y Product chart (branding, …. Organization concept test STAKEHOLDERS Learnings from
the way the
client works
Learnings on how
THoM could work
better
New
products or
services
Marketing
domain/
methodology
Relationship
opportunity
(executive
Client agenda
sell-on
opportunity
Industry
trend/
insight
Competitor
information
• Market structure and distribution options Follow-up launch improvement contact,
positioning, USP, …)
idea)
SALES Apogheos = - Sold as interim project Proposal in - Small No other
• Cross-border revenues Account Team Business Unit that
has to be integrated
but could be more
profitable sold as
process: coaching
during the
independent
firms with low
consulting firm
identified in this
- Private banking business
into the Group if consulting implementation of potential for part of Sodexho
return sufficiently - Formal approach and the business plan consulting/
• Market structure and differentiation Launch approach attracting to
Sodexho Group
deliverables could have
been more clarified prior
to the project
interim
- Exceptions
(potential
clients ?):
• Expectations of wealthy individuals BCD Group,
• Off-shore business aspects Launch package Coordinate client event ….. …. DELIVERY
Marketing
Domain:
- No THoM
methodology used
- Business Plan
Develop a
standard
financial
business plan
Accentiv (FR)
• Value and tactics of wealth managers template created spreadsheet
Methodology - Bancassurance model options in private banking Organization concept test from scratch template)
- Detailed geographical study on Italian potential Follow-up launch iii team:
No B2B Services
team
- Understanding of wealthy individuals
• Wealth classification
• Identification of advisory circle
• Trend in family offices
• (Family) business activity and influence of private equity and
venture capital
• Positioning study and go-to-market draft Coordinate client event ….. ….
• Implications for organizational and branding requirements
• Organizational roadmap and risk management
Deliverables • Design of go-to-market model and potential
• European-wide positioning strategy and implementation
200706-CBC-PresentationTHoM.ppt 2
Visit by SSO
Mgr Interview Objectives
Consultant(s) finalized
Evaluation
1st call Proposal Contract Knowledge
sent signed Engagement follow-up capturing
Running
Project status report
Product Management Platform Resources Planning Risks Scope
Prepared by: Liesbet Vandenberghe
Period: from 25/9 to 20/10 week 6
Activities completed this reporting period Activities planned for next reporting period
Client Name or LOGO Client Name or LOGO Supplier gave demo. Didier VDH will have a meeting to fine tune the
requirements
Didier VDH got input to make draft of technical
Title of Function/project Title of Function/project requirements Central marketing will have meeting about the next
steps and how we see the current project management
We have now a list of general requirements
tools in this project.
Proposal for Interim Management Proposal for Interim Management
Month Day, 2007 Month Day, 2007 LAST MODIFIED:
Task ID Week Project name Action/task Task owner Follow-up Priority Status Start date Due date Date Comments/issues Decision to take
Outstanding Issues/ Main Risks(1) Decision to take(1)
description persons finished
Issues & Risks Actions Responsible Due Date Decision Decision Maker Due Date
Need alignment Meeting Thomas DC November
on the real Thomas with
needed Philippe.
requirements
Issue description Decision Decision Due date
and which taker
budget we can
have for it. 1
2
3
4
5
6
7
(1) Format could be simplfy for simple project
8
Project status reports Liesbet 27 December.ppt 3
9
10
11
12
13
14
15
From initial call till 2 first weeks During the engagement Closing the engagement
Presentation1 22

23. You are always hiring a whole team of marketing
specialists
Hiring a THoM consultant isn‟t just hiring a person, it‟s acquiring expertise:
•THoM consultant: your day to day contact
Visible
• Counselor, Client Manager and Mentor:
first help, coaching and stretched goals for
Invisible the THoM consultant
• All THoM consultants with their specific
skills, expertise and experience: the second
resort for the THoM consultant
• THoM knowledge base (training, career
development plan, books, papers, former
projects, experience of previous THoMers)
Presentation1 23

24. We deliver Marketing expertise in four areas
• Market Intelligence • Business & Marketing Planning
I. Strategic • Segmentation • Employer Branding
Marketing • Branding & Positioning • Sustainability
• Pricing • Social Media
II. Go-to- • Product/ Brand/ Category • Shopper Marketing
Management
Market • Customer Relationship
• Communication (offline & Management
online)
• Customer Process Management • Marketing Audit
III. Organization & Change
• • Marketing Coaching & Training
Organization Management
capabilities • Customer Experience
IV. • Marketing Dashboards
Performance • Marketing Performance Management
Management • Customer Lifetime Value & ROMI
Presentation1 24

25. For whom do we do this?
Presentation1 25

26. We have clients from many different sectors (1)
ICT & Media
Utilities &
Resources
Financial &
Other Services
Healthcare &
Public Sector
Transport &
Logistics
Presentation1 26

27. We have clients from many different sectors (2)
Consumer
Goods & Retail
Durables &
Industrial Goods
Presentation1 27

28. … talking about the tangible value delivered by The House
of Marketing
“THoM’s pragmatic approach is to me a key differentiator,
as they are able to talk the language of actual executors
and to predict or foresee many operational issues we need
to tackle.”
“We appreciated that the THoM team supported us in
(Ronald Hannet, BU Manager) the bottom up approach involving
customers, prospects, sales, specialists.”
(Danny Vandevyver, Head of Marketing
Com Belux)
“THoM succeeded in creating change thanks to
their straightforward and efficient solutions and
approach.” “The added value of THoM is that they do not only
deliver strategic advice, but their recommendations
(Michael De Koster, Segment Manager) are tangible and can be implemented.”
(Luc Deflem, CEO)
Presentation1 28

29. Your point of contact
The House of Marketing
tel: +32 (0) 15 444 000
E-Mail: info@thom.eu
The House of Marketing
Kardinaal Mercierplein, 2
B-2800 Mechelen
Belgium
Fax +32 (0)15 444 044
www.thehouseofmarketing.be
Join us on LinkedIn
Follow us on Twitter
Presentation1 29