The power of digital CRM customer centria

The Customer Engagement & Experience Company

28 January 2011

www.customercentria.com
The consumer awakening
Technology Enabled !
The Ever Evolving Consumer
 The And the complexity of staying relevant

• Changing Consumer
preference

• More channel options

• More device choices

• More content formats

• More online networks

• Changing technology
landscape

• Sustained and accelerated

changes ahead…..
customer centria
Technology Analytics Interactive

Knowing that they’re talking to us.….amongst us

Today we do BI & Customer Analytics
We have Databases of Transactions
We have Databases of Interactions – clicks, visits,
views, registrations.
 ..but Is there a need to shift perspectives?

from Customer Data …

…..to that of
Human Expressions,
Intentions and Desires
 DELIGHT
WELCOME TO THE WORLD OF
INTERACTIVE MARKETING

Dialogue InteractListen
Engage
Experience
 A quick look at
Customer Engagement at work
How technology enables
transformational customer experiences
 Meet Anna

She is looking to upgrade

her car

Her auto manufacturer has the perfect

opportunity to delight Anna
 Enabling Customer Centricity,
Engagement & Experience for Anna

What makes
Do we know Where, How,
interaction
Anna well When does
with Anna
enough? Anna prefer
most
to be reached
delightful

ANALYSE EXECUTE ENGAGE

Right Customer
Right Time
Creating Right Offer
Value Right Channel
Right Dialogue
Customer Analytics to analyze

Campaign
Management to execute

Digital Dialogue
to engage
 Where an auto advisor who
knows all about Anna welcomes her

Anna accepts an invitation to a

members only car lounge
Anna, via her avatar, enters the car lounge
Anna meets Auto Advisor,
He makes relevant recommendations and allows her to customise her
own car
Anna is delighted !
She makes a down payment

She now gets an offer from

her insurance company on her mobile
 Redefine the concept of “flagship”
Delight at every Touchpoint

Customer Centralized Cross-Channel

JAVA APIs Awareness Decisioning Execution Mail

Web Data Customer Segmentation Outbound

Analytics Fulfillment
Offer Email

Web Management Inbound

SOAP/XML

Customer Analytics Integration

Interaction Call
Data
History Center
Predictive Distributed
Analytics Real-Time Marketing
Targeting
ODBC

Transaction Web
Data Event Contact Lead
Detection Optimization Management
Sales,
Branch
Integrated Marketing Operations
Office

Plans & People & Data & Measurement &

Budgets Processes Assets Performance

Windows / Unix / Linux Oracle / DB2 / MSSQL

WebSphere / WebLogic
Add to it the explosion that internet retail
is experiencing globally
 Key Retail Marketing Trends
• Leading retailers are focusing on cross-channel experience

– By 2012, one-third of in-store sales – or $1 trillion – will be influenced by

the web

– Two-thirds of online shoppers engage in some form of cross-channel

shopping behavior

– Only 13% of retail web owners consider driving store sales a top priority.

• Email is the most popular marketing tactic followed by paid search

– Search drives acquisition with SEM and organic search delivering more than
half of new customers

– Email drives relationship marketing – 93% of retailers said email was more
important in 2008 (gaining in importance every year)
 Key Retail Marketing Trends
• Lots of interest in mobile and social media but still limited action

– Mobile technology is one of the top marketing technologies (#2) that marketers
say they plan to use (site optimization is #1)

– Marketers are more bullish that the effectiveness of mobile marketing will
increase compared to most other channels (except social media and and SEM)

– Lots of early stage participation in social media but efforts remain largely siloed

• Field marketing is gaining in popularity

– Campaigns executed by store managers

– In-store events

• Investment in planning applications to support production management processes

– Facilitate time to market

The time has come to re-imagine the
future of retailing

BUY ANYTHING, ANYTIME

ANYWHERE
Mobile Technologies are changing
paradigms in digital retail
If you like that, try this
Behavioural driven recommendations
Social Media is a new dimension on
retail experience
With so many consumers saying, doing and
listening to so many things….
So lets Listen…..
Today: Pull Web intelligence

Traditional Web channels Emerging Web channels

Search Site Social Applications

Offline data

Customer
Display Campaigns
Email data Moblie Video
advertising

Trageting Widgets
Web analytics
platform

Tomorrow: Push Web intelligence

Web intelligence

Enterprise
Customer A/B Multivariate Behavioral
CRM data
database testing testing targeting
warehouse

Multichannel marketing Marketing laboratory

A world of Intelligence from within and outside

Building Digital
Experiences
A customer engagement platform that combines online
gaming, virtual reality and social networking
to create a unique, integrated experience.
customer centria
Technology Analytics Interactive

Not just a brand interaction platform but has created the

concept of “virtual customer experience”
An end to end customer engagement solution

End to End Customer Engagement touchpoints

 Community Driven Segmentation
Marketing Strategy for the 3,50,000 + Avatars

THE NOW TREKKIE PAST ADVENTU- SPIRITUAL

EXPLORER
GEN MASTER RER -IST

• Grounded History Thrives on Transcendent

Free Spirit living on the
in Reality Techno Buff
Geek edge Rebirth
• Lives for Flights of Enamoured
the Fancy with the past
moment
 Urban
Fashion
Mapping in-world behaviour Dancing

Consumer segments Sports

M Cricket
Now
Generation a Cricket Treasure
Hunt
n Diving
i
Explorer
I f
d e Crater Asteroid
Moon
Fashion
Mapping Hopping
e Trekkie s
o t
l Past a
o master Sports Historical
t fashion
g i
Adventurer Archery
y o Ice
Sculptors
n
Spiritualist
s
Forever
Young
Analytics Driven, Community Creation
Dynamic Friend Matching Engine

The system identifies similar

users & polar users.
Fashionista
With additional points for (L3)
making friends with polar users Depending on
Socialize
level of avatar
& users beyond two degrees of customization r (L1)
separation. Depending
Explore on the
r (L3) number of
friends
Depending
on number
of easter
eggs found
AOK (L2)
Tamer Depends on time
(L4) spent in-world.
Gamer Always on
Depending on Keyboard (as
number of pets (L2) against AFK)
tamed and Depending on
time spent number of
with pets quests
completed

Dynamic scoring engine defined for

friends recommendation
Transcending the Real into the Virtual
Virtual Goods

Virtual currency which can get you …….

 A New look

Over a million avatar combinations to choose from

 A NEW LOOK !

100 + activities, across 5 regions

Community Driven, Insight Based
Interactive Marketing

Promoting Virtual
)
And Real Incentives
Enabling Engagement & Experience

Parse and
Analyse

Unica
Gojiyo Weblogs NetInsight
Web design & layout
inputs Customer Segmentation
basis in-world behavior.
User behaviour
attribute on Gojiyo
Automated marketing
Program.
Analytical data
Analytic
Periodic Delta Transfer Engine Multi-channel marketing
Model Output
Program .

Gojiyo Database User Analytics

Database
Communication
Message to
User Campaign Definition

Email to
User

Unica
Campaign &
eMessage
 Case Study : ebay
Business Objectives

 To build more complex campaigns with rich

segmentation, maintain recurring campaigns

 Multi-channel campaigns with response and

conversion reporting

 Campaign and offer optimization, need for a

marketing foundation to support CRM goals

Results

 Empowered marketers and freed up IT resources

 Reduced time for new campaign launch

 New centralized infrastructure allows for reuse of

campaigns across user segments and countries
 eBay
Complete your Collection Campaign

#1
#2

#3
#4

#5 #6
 eBay
Complete your Collection Campaign Results

 Complete Your Collection proved to be an outstanding

campaign for driving buyer response and activity
– 113% lift in Open Rates
– 285% lift in Response rates
– 274% lift in Click through rates
– Email generated $4M in Gross Merchandise Bought

44
Personalization and
Dynamic Content E-mail

• Personalized emails were labor intensive

• Marketing focused on creating catalog quality
emails rather than 1-to-1 messaging

45
 Personalization and
Dynamic Content E-mail

After
• Implemented a multi-variant “Test and Learn”
methodology
– Gender, Pricing Data, Category Recommendation,
Last Viewed Items,
Feedback Score
• Retagged marketing creatives and started to
leverage our Content Mgmt system
• Leveraging Unica Campaign for segmentation
and personalization rules
• Results
– 50% increase in Open Rate
– >100% improvement in Click Through
– Doubled Gross Merchandise Volume (GMV) per
email sent

46 46
Community Driven Segmentation
Driving Engagement
 Strong Portfolio of Retail Customers
More than 150 and Growing

48
 We understand
the customer
and design and deliver
Customer Experiences

Proud to partner with

Thank You