Some ideas about Marketing automation. Stéphane Sloodts Sensitivity: Unrestricted

Transcription

1 Some ideas about Marketing automation Stéphane Sloodts

2 Presentation

3 Proximus is a telecommunication & ICT company operating in Belgium and on the international markets, providing services to consumers, businesses and the public sector. We are the leading Belgian provider of telephony, internet, television and network-based ICT services through our Proximus and Scarlet brands. Our advanced interconnected fixed and mobile networks offer access anywhere and anytime to digital services and data, as well as to a broad offering of multimedia content. We invest in future-proof networks and innovative solutions, creating the foundations for sustainable growth. We put the customer at the heart of everything we do. Our aim is to provide the best customer experience. The customer journey must be as simple as possible, with accessible and user-friendly solutions. We contribute to the economic, social and environmental development of the society in which we operate.

4 We serve residential customers Always best connected The best in-home and on-the-go connectivity, upgrading customers on the latest technology your service Best accessibility through all channels, innovative services for smartphone users and first time right delivery Always fits your needs Integrated and segmented offers (e.g. Tuttimus, Familus, Epic) including rich and varied content (music, entertainment, sport and esports)

5 Group s achievements 2017 Fixed Internet lines Unique TV customers Total Mobile customer base (excl. M2M) 3- & 4-Play households & small offices 46.4% 36.9% 42.7% Q Q Q2 2018

6 What about your Customer?

7 Customer advocacy is a major problem in telecommunications Gaining more customer insight is critical to address this 2011 Telecom Consumer Survey across 25 countries: Global average of advocacy levels in Telecommunications industry 18% 22% 60% Advocates Higher wallet share Most likely to recommend Apathetics Antagonists Lower wallet share Higer support costs Prone to speak negatively Customer advocacy in Retail industry is close to twice that of the Telecommunications industry UK Germany Italy France Canada US Mexico Brazil Retail 34% 33% 25% 26% 32% 39% 52% 51% Telecom 20% 16% 17% 21% 13% 20% 24% 17% Source: Building advocacy in telecommunications,

8

9 Socio-demographic Product portfolio Billing/Credit worthiness Usage Past interactions Technical Issues/Complaints Segmentation Modelling Surf behaviour Offers/Content response Social influence Cross-device Profile Data Modelling Data Contextual Data Journey Data

10 Data is the fuel that will help them gain deep insights about their customers, become more personal with them, and further Sensitivity: drive Unrestricted loyalty and advocacy

11

12 Acquire business maturity to define the vision and roadmap Need for increase of solution maturity Accept learning process

13 What about your message?

14

15

16 What about your channel?

17 If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, focus on inbound marketing Guy Kawasaki

18 Front Office / Proximus Center Offer proposed to Customer Customer ordering via Shop/Call Center Yearly value Maybe Undecided Customer offer to Customer Automatic lead-creation Customer ordering online Automatically pushed 1 week after mail has been sent specific scripting Call back by Commercial Care-team Full remuneration for lead-creator Customer ordering product

19 Site visit to pay invoice Searches for Netflix info Tuttimus banner with free Netflix Visit news site Banner: Tuttimus pack with free Netflix Shop visit Agent sells: Tuttimus pack with free Netflix Receives Offer : Tuttimus pack with free Netflix Google search on Netflix Increase the bid to improve the ranking

20 In reality

21 BLACKLIST CONTEXT PROFILE Business Intelligence EVENT PATTERN SURF BEHAVIOUR SHOPPING BASKET CONTACT REASON DETECTION + Calls + EVENTS

22 Churners tell us they had multiple issues, mix commercial/usage/servicing with no solution or long resolution times or repetitive contacts. Assign the right offer for the right churn risk in agent facing inbound applications Suppress all commercial offers when retention offer is present Allow normal offers when retention offer was accepted

23

24 Top 10% agents using proposals earned 60% more than their colleagues.

25 Long term vision but Step by Step approach for implementation Focus on each part Learnings available for next steps and for vision evolution Centralisation in a solution of a market leader Technical solution in one tool Vision to support your own evolution Hand-in hand relation with business teams Every next steps is requested or aligned with Business Proven results after each phase Strong & long term relationship with customer s success driven partner Knowing the implementation Understanding the vision, thinking together Up-to-date on market standards

26 Your website isn t the center of your universe. Your Facebook page isn t the center of your universe. Your mobile app isn t the center of your universe. The Customer is the center of your universe. Bruce Ernst

27 Thank you More info?