What's Up?! with Customer Journey - 10 april 2014 - Menno van der Meulen en Steffany van der Hout - De Samsung S5 als start van een customer journey?
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Op 10 april presenteerde Samsung haar smartphone S5. De lancering van deze slimme S5 was ook de rode draad van de case die Samsung liet zien. De case ging over de customer journey die is ingericht voor de lancering van deze nieuwe smartphone. Bovenal was het interessant om te horen hoe de Samsung S5 d辿 ingang is voor vele klantjourneys binnen Samsungs connecting devices, zoals slimme wasmachines, TVs, koelkasten etc.. En hoe organiseer je dat binnen een internationaal bedrijf met tig divisies?
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What's Up?! with Customer Journey - 10 april 2014 - Menno van der Meulen en Steffany van der Hout - De Samsung S5 als start van een customer journey?
- 1. Towards Digital Leadership with CRM De Customer Journey start na de aankoop!
- 2. 5 minuten geleden in Utrecht.
- 5. Digital Leadership Digital Excellence Digital Basics Our journey towards Digital Leadership TOP 5 BRAND by 2020 The world is becoming increasingly digitally interconnected, hence the importance of digital leadership. Effective social and digital marketing empowered with a strong CRM strategy and execution plays a very important role.
- 7. Terug naar de S5 campagne Tijd voor een GALAXY S5 www.tijdvooreengalaxys5.nl
- 8. De Customer Journey start na de aankoop!
- 9. Product life cycle campaign Samsung GALAXY S5 2. Nieuwe functionaliteiten x+ 2 d 3. Assistentie x+ 5 d 4. Accessoires x+ 10 d 5. Ben je tevreden? x+ 20 d Updates x+ 23 mnd of 1 jaar 1 mnd 6. Vervanging Nieuwe apps Nieuw OS Updates over Connected Devices 1. Welkom x = productregistratie datum x y = einddatum contract y
- 10. Na registratie: Welkom X + 2 dagen: Nieuwe functionaliteiten X + 5 dagen: Assistentie X + 10 dagen: Accessoires X + 20 dagen: Ben je tevreden? De S5 Customer Journey X + 2 jaar: vervanging TOP HEADER INFO TOP FEATURE DISCOVER SOCIAL FOOTER
- 11. Samsung Benelux CRM Strategie Touchpoints My Samsung Nieuwsbrief Samsung Database Customer life cycle Product life cycle
- 12. Klantwaardemodel Customer value Allignement customer value with customer experience Predictive modelling 1 2 3 Transaction data Interaction data Demographic data Data Analytic goals Analytic tools Goto market actions T0 measure Segmentation based on customer value Retention (churnmodel) Behaviour analyses Growth / potential analyses Propensity modelling level 2 Customer profiling Total customer value segmentation Customer life time value Propensity modelling level 1 Customer value measurement RFM analysis Basket analyses Miscellaneous analyses techniques - logit - time series analyses - MDS - Ext. basketanalyses Identification of drivers of customer experiences (customer research) Classification analyses (e.g. Factor/clustor analyses) Differentiated approach to selected segments (channels, content) Predictive modelling optinal budget allocation More effective use general communication Measurement of results Buyer journey optimalisation Customer migration path to more valued customer (Next) Best Action real time Churn reduction Measurement or results Differentiated approach based on CV & CE on customers and potential customers (Next) Best Action to individual customers Measurement or results Behavioral data
- 14. Bezint eer ge begint. Maar begin daarna wel direct!
Editor's Notes
- #6: Stage 1: Planning Listen to LearnThe goal of this first stage is to ensure that there is a strong foundation for strategy development, organizational alignment, resource development, and execution.Stage 2: Presence Stake Our ClaimStaking a claim represents a natural evolution from planning to action. As you move along the journey, your experience establishes a formal and informed presence in social media.Stage 3: Engagement Dialog Deepens RelationshipsWhen organizations move into this stage, they make a commitment where social media is no longer a nice to have but instead, is seen as a critical element in relationship building.Stage 4: Formalized Organize for ScaleThe risk of uncoordinated social initiatives is the main driver moving organizations into Stage 4, where a formalized approach focuses on three key activities: establishing an executive sponsor; creating a hub, a.k.a. a Center of Excellence (CoE); and establishing organization-wide governance. Organizations should plan for a potential CoE pitfall,油however, as creating one may lead to scaling problems in the long-term.Stage 5: Strategic Becoming a Social BusinessAs organizations migrate along the maturity model, the social media initiatives gain greater visibility as they begin to have real business impact. This captures the attention of C-level executives and department heads who see the potential of social.Stage 6: Converged Business is SocialAs a result of the cross-functional and executive support, social business strategies start to weave into the fabric of an evolving organization.Read more at http://venturebeat.com/2013/03/12/report-6-ways-social-media-can-drive-business-impact/#SXyE7yfRSaJJqjrR.99