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Stretch/SAP 24 september 2015
Stretch kontoret
Gamla Brogatan 26, Stockholm
Höstens trender inom CRM
Uppstart CRM trender 2015/16
Vi zoomar in på ”personalisering” Beyond CRM
Konkreta demos
Avrundning
Agenda
Mattias Sjövall Mikael Kreij
Varför gör Stretch och SAP detta event?
Uppstart
Customer Engagement & Commerce
är även Company Engagement för
CRM-trender 2015
David Bloxne, senior CRM-konsult Stretch
Trend 1 – Ta bort organisatoriska barriärer
Marknad
Försäljning
Kundservice
Marknad
Försäljning
Kundservice
Trend 2 – Förenkla kundresan
Trend 2 – Förenkla kundresan
Trend 3 – Prediktiv service - personalisering
Predective service
Trend 3 – Prediktiv service -personalisering
Trend 4 – Molnet är här för att stanna
Hype curva med SaaS
Expectations
Time
!
Trend 5 – Internet of Things
Trend 5 - Internet of Things
Gartners trendsummering
• Övergripande trend End-to-end kundresor och köpbeteende 1. Ta bort organisatoriska barriärer 2. Förenkla kundresan 3. Predektiv service - personalisering 4. Molnet är här för att stanna 5. Internet of Things
Personalization The New Customer
CX strategy
Non Logged In
Offline: CRM/Loyalty Online: Web/Mobile
Behaviour
Logged In
Buy history Prediction models Offer personalization Recommendation engine
Geo Time Context Referral/Social
Customer ID
(Human layer - insight, feeling, true person to person - part of personalization process)
by Stretch
Individual Customer Profile
Customer Data Management (CDM)
Holistic
Social Media Listening Marketing CRM Customer Services
Erik Söderholm Director PreSales CEC Nordic region
CUSTOMER ENGAGEMENT & COMMERCE BECAUSE THE JOURNEY & THE OUTCOME MATTERS
DISCOVER NEED
RESEARCH
RECEIVE OFFER
TRACK ORDER
SHOP & BUY
RECEIVE PACKAGE
MISSING ITEM
POST REVIEW
SETUP PHONE
BILLING ISSUE
MAKE PAYMENT
PHONE DAMAGE
TERMINATE SERVICE
JOIN GROUPS
NETWORK ISSUE
CHANGE ADDRESS
RESTART SERVICE
RECEIVE OFFER
REFER FRIENDS
WEB
DIGITAL ADS
WORD OF MOUTH
SOCIAL
TV
RETAIL STORE
WEB SHOP
REVIEWS
SEARCH KW/ADS
CONTACT CENTER
WEB SHOP
SOCIAL
RETAIL STORE
WEB SHOP
CONTACT CENTER
CONTACT CENTER
RETAIL STORE
CONTACT CENTER
CONTACT CENTER SOCIAL
WORD OF MOUTH
SOCIAL
SUPPORT PORTAL
?
SUPPORT PORTAL
?
BRANDED COMMUNITY
?
WHY BEYOND CRM? BECAUSE EVERY CUSTOMER SCRIPTS THEIR OWN JOURNEY
REFER FRIENDS
POST REVIEW
JOIN GROUPS
TRACK ORDER
RECEIVE PACKAGE
MISSING ITEM
SETUP PHONE
BILLING ISSUE
MAKE PAYMENT
PHONE DAMAGE
TERMINATE SERVICE
NETWORK ISSUE
CHANGE ADDRESS
RECEIVE OFFER
DISCOVER NEED
RESEARCH
RECEIVE OFFER
TRACK ORDER
RESTART SERVICE
SHOP & BUY
SHOP & BUY
RECEIVE PACKAGE
MISSING ITEM
POST REVIEW
PRODUCT SUPPORT
BILLING ISSUE
MAKE PAYMENT
DAMAGED ITEM
RETURNS
JOIN GROUPS
DELIVERY ISSUE
CHANGE ADDRESS
ADDITIONAL PURCHASE
RECEIVE OFFER
REFER FRIENDS
WEB
DIGITAL ADS
WORD OF MOUTH
SOCIAL
TV
RETAIL STORE
WEB SHOP
REVIEWS
SEARCH KW/ADS
CONTACT CENTER
WEB SHOP
SOCIAL
RETAIL STORE
WEB SHOP
CONTACT CENTER
CONTACT CENTER
RETAIL STORE
CONTACT CENTER
CONTACT CENTER SOCIAL
WORD OF MOUTH
SOCIAL
SUPPORT PORTAL
?
SUPPORT PORTAL
?
BRANDED COMMUNITY
?
AWARENESS
INTEREST
DECISION
ACTION
USE
ACTION
ADVOCACY
ADVOCACY
DECISION
USE
WHY BEYOND CRM? BECAUSE EVERY CUSTOMER SCRIPTS THEIR OWN JOURNEY
EVERY JOURNEY IS UNIQUE AND EVERY POINT OF ENGAGEMENT MATTERS
Experience Management
Commerce Marketing Service Sales
MDM for Customer Engagement & Commerce (product, customer, order)
Infrastructure, Platform, Integration
SAP CUSTOMER ENGAGEMENT & COMMERCE OMNI-CHANNEL CUSTOMER ENGAGEMENT PLATFORM
web mobile In store/branch
contact center digital goods marketplace print email digital ads social
@
search
Across all Customer Engagement and Commerce Solutions
Demo
Mattias Sjövall, mattias.sjovall@stretch.se, 072-5126425 Mikael Kreij. mikael.kreij@sap.com, 073-3587674
Höstens trender inom CRM blir ännu roligare i verkligheten
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