20:20 DIALOGUE | CUSTOMER RELATIONSHIP MANAGEMENT MANAGING DIRECTOR, INSIGHT | ANDREW CAMPBELL


1.2 ON-LINE


Any digital mechanism, primarily web site but increasingly including mobile channel and apps.


1.3 COLLABORATIVE


Any social media properties (third party or proprietary) facilitating customer/prospect interactions either with each other or the brand itself e.g. message boards, forums or wikis.


2. BACK OFFICE


These systems run all the business processes functions and processes that do not involve direct customer interactions that enable the business to trade efficiently, legally and profitably.


3. BUSINESS INTELLIGENCE These cover all analytical and reporting functions that create insight and information to help drive decision support optimisation across all areas of the business, marketing and non-marketing.


4. MARKETING – CAMPAIGN


These systems cover the initiation, composition and delivery of all outbound contacts (sometimes referred to as ‘Push’ communications) triggered by the brand as part of a series of synchronised, multi-channel customer lifecycle management programmes e.g. Conversion; Welcome; Retention and Reactivation. 


THE NATURAL STEPS IN THE EVOLUTION OF AN EFFECTIVE, FUTURE-PROOFED CRM INFRASTRUCTURE


1. Customer-centric marketing database: create a customer-centric view of transactional data and maintain a full contact and response history of customer interactions


2. Integrate On and Offline delivery channels: deliver a consistent consumer experience across all touch points


3. 360 Customer View: overlay onto the marketing database additional customer data e.g. risk profile; cost to service


4. Business Intelligence: mine the customer-centric data set to inform and optimise every aspect of the sales, marketing and service mix. In its simplest form BI covers historical reporting of KPIs and at its most complex sophisticated, predictive modelling. The insights derived support macro- level decision making (demand forecasting, NPD, pricing or territory planning) and micro-level (triggering comms with individual customers, driving personalisation)


5. Marketing Campaign (Simple): drive outbound comms off the SCV marketing database in the context of the customer’s contact and response history, providing a consistent, ‘joined up’ approach


6. Marketing Campaign (Smart): Insights from the BI component enable CRM programmes to trigger the right message, to the right person, at the right time via the right channel. BI is the brain helping marketers establish what they need to do in terms of outbound – ‘Push’ – customer


interactions but the campaign component translates this into action and controls the composition and delivery of relevant comms


7. Content Management: the powerful combination of BI and campaign components supports the creation and delivery of highly variable, triggered comms, enabling one- to-one comms on an industrial scale. The other big enabler is the ability to manage huge quantities of content. It is the publishing of timely, relevant content that relates specifically to the consumer’s need when the brand engages them (e.g. upgrade on offer at the hotel on the day of check-in) that creates a step change in value and deliver improved ROI


8. Integrate Social Media – social media usage will increase. Social media channels therefore will become increasingly significant in the channel mix and be used to leverage the on-line and offline delivery components


9. User Generated Content (UGC) – social media platforms lead to content creation and sharing. UGC in particular will become a huge asset for the brand. This will be fed into the content management component and used to personalise communications e.g. user reviews of relevant hotels


10.External Content – the final piece in the content jigsaw will be tapping into relevant, external data and content sources e.g. real time share prices in an Investor Newsletter or travel flashes for a Pre-Trip notification email


So the message to marketers is that to survive you have to constantly refine your CRM programmes and apply an assertive, proactive approach to infrastructure development. Brands that achieve this create long term competitive advantage – those that don’t will go the way of the Dodo!


February 2012 | Database Marketing


thought leadership | 29


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