Sean McMahon Belron International

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2 Sean McMahon Belron

3 The first 1000 miles of Omnichannel. Sean McMahon Customer Contact Innovations Lao Tzu s step by step guide to Customer Engagement.

4 Our Brands

5 Belron Today 16.5m 3.6bn 83% Customers Served 2017 Revenue 2017 Record NPS 36 Countries 28,000 Employees 11,800 Service points

6 A journey of a thousand miles must begin with a single step Lao Tsu

7 Do the difficult things while they are easy and do the great things while they are small. A journey of a thousand miles must begin with a single step Lao Tsu

8 Lao Tzu was an ancient Chinese philosopher and writer. He is the reputed author of the Tao Te Ching, the founder of philosophical Taoism, and a deity in religious Taoism and traditional Chinese religions. Born: 601 BC, Chu Died: Zhou dynasty Wikipedia

9 Give a man a fish, and you feed him for a day. Teach a man to fish, and you feed him for a lifetime. Lao Tsu

10 From On Line Booking to Full Self Service

11 #selfservice is trending 75% 67% Convenient way to address customer service issues. Prefer self-service to speaking to a person.

12 #selfservice is trending 85% by 2020 a customer will manage 85% of their relationship with an enterprise without interacting with a human.

13 If you do not change direction, you may end up where you are heading. Lao Tsu

14 Challenges & Opportunities at Belron New to CRM Traditional Call-Centre Limited marketing attribution No legacy systems Increasing online bookings Green field opportunity

15 Vision Statement Customer information will magically appear on user s desktops.

16 POTS & Enterprise PBX

17 An ant on the move does more than a dozing ox. Lao Tsu

18 A New CRM Model Insights & Analysis Heat Mapping Leak Modelling Drill-Downs ML & AL Integration Journey Management Journey planning & mapping Automation Exception Handling Communications Identity Central view of contacts. Identifiable attributes based on , telephone, DOB etc. Event Storage Collect & store events relating to contact-like touch points, web page visits, calls and s.

19 A New CRM Landscape B2B CRM B2C CRM E CRM DMP/CMP Structured Unstructured Low Volume, Higher Value High Volume, Lower Value

20 The New Components of CRM CDP Omni-Channel Customer Journeys & Experiences Customer Data Management CRM Data Warehouse Last Mile Closure SFA Prospectus & Customer Contact Management Marketing Automation Post Sale Delight Social CRM Service Ops Martech Stack Analytics Big Data AI, Geo-Location CRM

21 The Future Data Strategy KEY OBJECTIVES CORE ACTIVITIES DATA-MANAGEMENT ORIENTATION DEFENSE Ensure data security, privacy, integrity, quality, regulatory compliance and governance Optimise data extraction, standardisation, storage and access Control OFFENSE Improve competitive position and profitability Optimise data analytics, modelling, visualisation, transformation and enrichment Flexibility ENABLING ARCHITECHTURE SSOT (Single Source of Truth) MVOTs (Multiple Versions of the Truth)

22 Where are the conversations happening?

23 Non-Digital Digital Non-Attributed (Discoverable)

24 Digital Attributable Digital Direct Engagement

25 There is only one customer conversation Customer Journey Digital Acquisition Booking Agents & Dispatch Technician Customer Service

26 Systems Supporting The Conversation CRM Micro Systems Digital Acquisition Booking Agents & Dispatch Technician Customer Service Unified Communications Single Conversations Event Data

27 Customer Identification Is Key Creating a single view of the customer in real-time. More Accurate Customer Info & Better Targeted Customer Experiences Facebook Liveramp Analytics Big Data Customer ID Hashed CRM Display Ad Google ID Personalization 1st & 3rd Party IDs from Interactions added to Profile Deterministic ID Key Ring Visitor Stitching of Profiles Across Sessions & Devices(+ Match Unknown-to-known) More IDs Captured... More Profiles Stitched... MORE COMPLETE VISITOR PROFILE Search Social

28 Rolling Up The Data Supply Chain Shopping Buying Post Sales Research Looking Booking Sales Service Feedback Machine Learning (Analytics) & AI (Pre-emptive Action)

29 Customer Journey & Attribution Direct Immediate? Abandoner retargeting Anonymous Desktop Looks at Side Window Repair Anonymous Personalisation Authenticated, IDs are stitched and Omnichannel Visitor enrichment occurs + Removed from Abandoner retargeting Nurture program Hillary s Badges + Windscreen Repaired looks at Windscreen Repair Appointment Funnel Appointment Abandoned Funnel Abandoned after Vehicle Reg (1 st Page) Appointment Abandoner Appointment Funnel Completed Appointment Attended and Repair Complete Browses Desktop High Value Customer Side Window Repair Interest Hillary s Mobile Looked at Windscreen Repair 2 days ago Vehicle Registration Hillary s Offline Data (Remedy) Mobile App User ID Social Presence Lifetime Value => 1000 Vehicle Reg Social ID ID Policy# Policy# + Compsite ID

30 Customer Journey Interface

31 Customer Journey Interface - Continued

32 Future Global Planning Graph Databases Customer Journey Real-Time AI No-shows & customer churn Customer Engagement Portal Blockchain, Preferences & Availability Voice Analytics Tagging & Contextual Routing

33 Thank you. Sean McMahon Customer Contact Innovations The first 1000 miles of Omnichannel. Lao Tzu s step by step guide to Customer Engagement.

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