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Businesses are finding it tougher than ever to engage with the customer. Today’s customers are more demanding and more knowledgeable. Moreover, they follow their own cross-channel customer journey using social media and mobile apps to find the information they need for their purchase decision. What does this mean for your marketing, sales and fulfillment processes? In this presentation Reint Jan Holterman, founder of the BPM Leader (www.bpmleader.com) community, will address the following questions: • What are essential building blocks for an effective customer engagement strategy? • How to map internal processes onto unpredictable customer journeys? • How to leverage current investments in CRM and marketing systems? • How to effectively manage customer data from heterogeneous channels? • What is needed to really connect the dots between product development, sales, marketing and customer service?
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Connecting All Steps in the Journey
March 26, 2013
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Enhance the Customer Experience Using BPM
Agenda
• Introducing BPM Leader
• A New Customer Reality is Here to Stay
• Strategic Choice: Engage or Die
• Organizing the Customer-Facing Processes
• Connecting the Dots
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Introducing BPM Leader
• Largest independent community for BPM professionals
• 11,750 members worldwide
• 65,000+ pageviews / month
• 160 registered bloggers
• MoMGR: 20%
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Introducing myself
• Reint Jan Holterman
• Independent Marketing Consultant
• 16 years in Software
• Founder and Publisher at BPM Leader
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A New Customer Reality Is Here to Stay
• E-Business de facto standard
• Individualization
• Social influencing
• Splinternet
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Do You Know An Average Company…
• Uses 20 – 30 different marketing tactics to reach their customers
• Uses 10 – 15 different tools & technologies to engage with customers
• Has at least 5 different departments working with customers
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Silos
Customer Journeys Are Unpredictable
• Multi-step
• Cross-channel
• Highly individual
• Changing
• And… also data-driven?
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Strategic Choice: Engage or Die
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Facts on Listening
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Different Types of Customer Big Data
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Strategic Choice: Engage or Die
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Customer-Driven: Do You Have What It Takes?
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Organizing Your Customer-Facing Processes
• Start with the data
• One silo is enough
• Know your stakeholders’ expectations
• Implement your processes as your customer would
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Image source: HubSpot
Let Your IT Infrastructure Follow Suit
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All rights reserved. © 2013
Let Your IT Infrastructure Follow Suit
• Map journeys for purchase, service, retention etc.
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Connecting the Dots
• Map journeys for purchase, service, retention etc.
• Split up customer process in logical steps with clear ownership
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Connecting the Dots
• Map journeys for purchase, service, retention etc.
• Split up customer process in logical steps with clear ownership
• Share the data
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Connecting the Dots
• Map journeys for purchase, service, retention etc.
• Split up customer process in logical steps with clear ownership
• Share the data
• Define your automation landscape (CRM, CMS, CCA, ERP, BPM)
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Connecting the Dots
• Map journeys for purchase, service, retention etc.
• Split up customer process in logical steps with clear ownership
• Share the data
• Define your automation landscape (CRM, CMS, CCA, ERP, BPM)
• Actively sollicit for feedback (e.g. using NPS)
All rights reserved. © 2013
Connecting the Dots
• Map journeys for purchase, service, retention etc.
• Split up customer process in logical steps with clear ownership
• Share the data
• Define your automation landscape (CRM, CMS, CCA, ERP, BPM)
• Actively sollicit for feedback (e.g. using NPS)
• Review and update your processes at least once a year
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Connecting the Dots
Or Do We Still Use Excuses…?
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All rights reserved. © 2013
Questions & Feedback
Reint Jan Holterman
Cell: +31.62.642.11.98 [email protected]
Twitter: @bpmleader www.bpmleader.com
Connecting All Steps in the Journey
All rights reserved. © 2013
Enhance the Customer Experience Using BPM
