Upload
prsachde
View
369
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Owning content management, social media and analytics operations for 30 to 50% cost productivity linked with better customer experience
Citation preview
Achieving Value through Digital Marketing
Solutions
May 2012
Owning content management , social media and analytics operations for cost productivity
linked with better customer experience
2 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
How can you enhance Marketing Effectiveness
through Digital Channels ?
3 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
60% of the retailers
found multi-
channel
customers more
profitable than
single channel
buyers
24% of the customers
say they have
posted comments
or reviews online
about the
products they buy
through social
media
58% of the customers
review the
product online
before going to
the market
86% Of the CMOs
believe that they
do not have
complete visibility
on consumer
behavior on their
websites and are
therefore missing
opportunities
40% of the CMOs in
retail organizations
believe that
managing digital
marketing
operations is not
their core
competency and
should be
outsourced
Sources : McKinsey, IMRG, IMDB
Organizations are realizing the importance of managing, monitoring and measuring customer content
4 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Revenue Preferred Channel
eBusiness Content Social
Visitors Buyers Digital Channels
Strategic Importance 24/7 Users Languages
Impact Operational cost
5 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Do you feel that your business managers have to deal with too many parties to get a single online page published ? This makes the process painfully slow and you are losing out on competitive advantage ? Does
your organization need a global and centralized approach towards online marketing success ?
Your business managers are not familiar with the complex expertise required to plan, run and manage the online campaigns ?
Are you aware of the performance of your products online and
overall response of customer to your marketing content ?
Do you feel the need of keeping track on competition in relation
to your online retail strategy ?
Do you feel you are missing on business opportunities by not engaging with your customer online ?
Is your brand completely protected online in accordance with your
branding guidelines ?
Chief Marketing Officer
6 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Efficiency and optimization of 3i s is the need to provide a enhanced and
profitable customer experience
Customer Acquisition through rich content on product catalogs, mass emails, campaigns etc.
Customer conversion through multiple interactions
Providing the right Content to gain customer attention
Increasing the base of loyal customers by running customer satisfaction surveys and identifying their needs
Monitoring the feedback on the content/products through an identified set of blogs, forums and social media sites
Reach Acquire Develop Retain Listen/Inspire
Customer Lifecycle
Accurate and up-to-date
iNFORMATION
Timely and meaningful iNTERACTION
iNSIGHTS on customer behavior and trends
7 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Capgemini’s digital marketing offerings are mapped to every business need within the 3i s
Information
Interaction
Insights
• Digital Content Management : Efficient and centralized content management processes to assist the business in creation of the right content across various channels - Web, Mobile and Social Media.
• Localization : Capgemini’s content team has capabilities in 20+ languages to facilitate accurate translation and publishing of multi-lingual content
• Content Audit : Right mix of manual and automated content audits to provide an error free and consistent information to the end customer
• Campaign Management : Structured approach for small and large campaigns with E2E management in terms of validation, planning, development, roll-out and follow up
• Social Media Management : The new formed Social Media team is responsible for monitoring the brand related interactions across a specified set of blogs, forums and social media sites and also engage when necessary for Brand Protection
• Customer Satisfaction Surveys : creation and management of surveys and also provide dashboards with inferences
• Sales / Marketing Analysis : The analytics team with tools capability analyses the effectiveness of the marketing campaigns, ROI, and revenue generating engines
• Customer Behavior Analysis : How a customer behaves on the information channel or while purchasing is close monitored and the feedback is provided to the business
• Executive Dashboards : A structured template is maintained with critical KPIs on a weekly/monthly/quarterly basis
8 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Our Digital Marketing Solution Framework : Bringing it all together
4. Generate Insights
3. Make sense of the Data
2. Manage Customer
Activity and Experience
1. Provide a foundation
for success
Op
era
tin
g O
bje
cti
ves
Insight Center Services
Reports Models Analyses
Customer Interaction Management
Individual Interaction Management
Community Management
Marketing Sales Service
Social Engagement
Social Listening & Monitoring
Phone Web
IVR Chat
Content Lifecycle Management
Content Creation
Translate & Publish
Quality Audit
Platforms
Rightshore® Methodology
Tools Global Process Model Support Services
Command Center
5. Drive Business
Outcomes
Positive Business Impacts
Increased Loyalty Accelerated Growth Improved Profitability
9 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
What does it mean for our Customer?
10 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
In order to enhance your online customer acquisition we commit to optimize and manage your processes to increase customer experience and NPS scores with
upfront 30 – 50% cost reduction and 10% YoY productivity
11 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Managing content planning, creation, audit and publishing with co-ordination between the business and third parties
Business 3rd Parties
Capgemini Service Request Co-ordinator (SRC)
Onshore Customer Intimacy team
Offshore Operations team
Marketing Portals Intranets
Microsites Splashes Widgets Articles
SEO
Product Catalogs
Multimedia Presentations
Rich media
Brochures Mailers
Newsletters Posters Leaflets Banners
information interaction insights
Web Services Rich Content Direct Marketing
Business has a single point of contact for all content requests All requests are managed through a service request management tool which provides a status view to the requestor All 3rd Parties are managed with strict SLAs to ensure timely delivery and quality The entire process is optimized on a regular basis to reduce the time to market, enhance quality, and help increase customer satisfaction
Business requests for content publication through Request management tool
SRC analyses the request and directs it to the right team
Onshore/Offshore team work together with clear roles and responsibilities
12 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
E2E Campaign management by Marketing experts to help maximize returns on investment
information interaction insights
Campaign
Planning
2
Campaign
Development
Campaign
Roll-Out
Campaign
Follow-up
Campaign
Validation
1
3
4
5
Target
Group
Campaign
Dashboard
Campaign
Concept
Reporting
Web Collateral
Campaign
Monitoring
Execution
Tele-Pros.
CRM
prep.
Right Campaigns to…
..the Right Customer
13 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Monitoring Social Channels : The best place to find the truth is to listen to your customer. And if you keep listening, they’ll give you a strategy
information interaction insights Is the volume of
chatter significant?
How is sentiment changing over time?
Who is saying what about us? How
should we respond ?
What are future issues?
What are the hot topics of the day? What is being said
about our competitors?
Listen : We identify social media sites, blogs, influencers and forums where your brand needs to be protected and monitored Analyze : We provide regular analysis in terms of dashboards of customer feedback on overall brand or specific products Engage : We engage with the customer if needed by involving the marketing and product teams
14 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Customer Insight Services
Gather & Manage
Data
Digital Channel Insights : Analysis of large volumes of customer data and using that information to optimize strategic business decisions
Integrated
View of the
Customer
Campaign
Mgmt
Intelligent,
Insight Driven
Interactions
Profiling and
Propensity
Modeling
Segmentatio
n and Value
Analysis
Close the loop so customer responses are quickly incorporated to analyze point-of-sale, kiosk and inventory
data, and correlates those with online customer interactions
Data
Enrichment
and
Refinement
Ecommerce Merchandise
Planning
Customer Behavior
Advertising /Promotions
Multichannel Analytics
SKU Level Analytics
information interaction insights
Analyze Data
& Draw Insight Apply Insight
Multi-channel
execution
Online and offline
data sources
15 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
KPI Dashboards : Regular monitoring of multichannel performance KPIs to provide recommendations
Weekly KPI Reporting
Trend Analysis
Recommendations vs ROI
Ex. 1. Maximize email marketing activity for Easter by offering coupons or discounts through targeted emails for loyal customers Ex. 2. Increase email marketing efforts by an additional 7,000 weekly visits is predicted to increase email marketing revenue by as much as $179,000 weekly
information interaction insights
16 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Case Study : One of the Largest Electronics Manufacturers and Retailers Capgemini helped one of the largest electronics manufacturers and retailers to streamline and standardize its content management and analytics processes across all locations and 20+ languages. Our team also improved customer experience by following content management best practices and regular monitoring of online KPIs through web analytics. • Reduced Redundancy by following standard global processes for content creation, banners
and campaigns • Reduced Leakage rates with better customer experience • Reduced costs by 30% by centralizing content management tasks • Increase in NPS scores by 2 points
17 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Case Study: Services included assistance in platform migration, content publishing and web analytics with recommendations on how to continuously improve customer acquisition
Platform Migration
Identify
Objectives
Set KPIs and Success
Metrics to be regularly
monitored
Analysis and Business Insights
Error Analysis
Online KPIs
Standard Dashboards
Impact Analysis
Customized Dashboards
MROI Analysis
Content Management
Content Publishing
and Manual Auditing in
20+ languages
Post and Pre-live
Reporting of KPIs and
Errors
Web Strategy & Decision -making
Recommendations based on Online KPIs and
Industry best Practices
Content Mangt Team
Web
Analysis
Web Strategy
Platform
Migration
Business Heads were provided customized KPI dashboards with
recommendations on how they can improve online customer
acquisition and reduce leakage rates. Every recommendation
was associated with a calculated ROI
18 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Case Study Contd..: 20+ languages were supported across 3 different cost effective locations to provide the client with maximum advantage
177 Countries in 20+ languages
Supported 17 Millions pages
worldwide
14000 service tickets averaged in a quarter
Quality Assurance provided
for over 100,000 Marketing pages pq
Client
HQ
19 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
YoY Efficiency gain 10%
NPS Improvement
Cost Reduction
Case Study Contd..: Every business unit experienced benefits in terms of time to market, performance and cost reduction
Complete visibility of MROI for
campaigns
Reduced Leakage Rates
during the purchase process
Standard Processes for
Content Lifecycle
Providing Recommendat
ions linked with ROI
Centralized One Team for better people management
and performance
24/7 Operations to high severity
issues and requests
20 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Cost Reduction between 30 – 50% through a right mix of onshore/offshore activities Increase in NPS scores by enhancing customer experience Performance optimization to reduce time to market and also provide up to 10% productivity YoY Regular protection and enhancement of Brand Perception
Benefits for Digital Organizations
21 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Appendix : Capgemini’s Digital Marketing capabilities Our 24/7 operations is facilitated by the right resources, technology and
processes at every stage of the lifecycle
22 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Digital Marketing Operations team work together on various projects to meet the success criteria
Content Operations
Campaign Management
Quality Assurance Digital Analytics
Content Editors with capabilities in 20+ languages and expertise of managing content through leading content management systems. Day to Day activities include : 1. Receiving and Analyzing
content through our in-house workflow management tool
2. Creation of appropriate content for different channels as per the guidelines : text, images, banners etc.
3. Carry out a pre-quality check with the QA team and submit content for approval
4. Publish content across multiple channels
Marketing experts with agency experience and ability to manage E2E campaigns from planning to launch. 1. Align with the CMO agenda
to plan a campaign w.r.t. products, target, KPIs etc.
2. Manage creation and publishing of content through the content operations team
3. QA and Analytics team will regularly monitor the content and prepare campaign dashboards
4. The team presents the executive dashboards on a periodic basis to highlight the performance of the campaign
A team of quality analysts monitoring content across all channel by both manual and automated processes. 1. Manual quality monitoring
on digital channels through a predefined checklist/ guidelines
2. Categorize errors based on severity and impact
3. Assigning errors to the right contacts and follow up on high severity errors
4. Create dashboards on quality index for regions/products
5. Use web crawlers on a periodic basis to check broken links etc
6. A/B testing for effective content
The team is focused on KPI reporting and recommendations around content performance 1. Capabilities in utilizing
various digital analytical tools like Omniture, WebTrends
2. Analyzing customer behavior on the channels to generate purchasing patterns, leakage rates, funnel analysis
3. Sentiment analysis on identified forums and blogs
23 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Our technology partnerships in every area enable the operations team to enhance efficiency and effectiveness
Email, direct mail, Facebook, telemarketing
Marketing Automation
CRM
Analytics & Reporting
Measure & Optimize
Content mngt
Web Analytics
Pulling ‘every
Minute’
Personalised landing
pages + offers
Best Practices
Social media Monitoring
& Engagement
Track and record customer behavior.
Build customer profile
Segment & profile based on web activity
and score leads
Campaign Builder Workflow
Execute multi-channel
campaigns
Analyze marketing
performance
Move ‘hot’ prospect
to SFA
Move to automated lead nurturing/
retention program
Localization for region specific experience
Content Management System – Front End
Process & Data Orchestration
Drive ‘eyes’ to
website
24 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Our Command Center model is a proven fast track to predictability, consistency, and control in managing delivery centers
Chief Marketing Officer
25 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
Three step approach to make your digital marketing operations a worry-free environment
Step 2 Step 3 Step 1
Our solutions expert with in-depth experience in marketing effectiveness will understand the exact business need of your digital marketing operations and also provide some quick wins
Capgemini’s extended solutions team comprising of SMEs in the field of content management, campaign management, social media etc. will design a customized solution for your organization with real life examples and target benefits
A final solution will be designed and presented based on your suggestions, best practices and our experience with clear benefits agreed at Step 1 around cost effectiveness, customer experience, performance optimization, and productivity
26 Capgemini Overview © Copyright Capgemini 2010 All Rights Reserved
In case of any queries and clarifications please contact :
Prashant Sachdeva [email protected] +91-9620919245