July  10-­‐11,  2012        Napa  Valley  Marrio411

Fields  of  Dreams?

How your CRM Requirements andStrategies Affect Your Company

July  10-­‐11,  2012        Napa  Valley  Marrio422

Looking Ahead:Things to Think About

Susan    DeMatei

OwnerVinaly'c

             @sdematei

           susan@vinalyCc.com

July  10-­‐11,  2012        Napa  Valley  Marrio4

Scalability  is  Key

• Whatever  you  build  today,  you  want  to  use,  andbuild  upon  tomorrow

Visualizingeconomics.com  designed by Nicholas Felton via the New York Times

Three  Areas  You  Should  be  IncorporaCnginto  Your  CRM  Strategy  Now*

• Mobile

• Social  Media  (Social  CRM)

• 3600  customer  view  including  trade  transacCons

*Each  has  its  own  technology  challenge  and  valueassociated  with  it.    Depending  on  your  wine  price,business,  target,  one  may  be  more  urgent  orrelevant  than  another.

1. July 2011 Pew Internet & American Life Project 2. Google/Ipsos April 2011 Survey of US smartphone owners

Are  You  OpCmized  to  Collect  Data  onMobile  Devices?

• While  8  in  10  adults  in  the  US  now  have  a  cell  phone,  more  thana  third  (35%)  of  all  Americans  now  own  a  smartphone• Of  these,  one  quarter  conduct  most  of  their  online  browsing  on  their

phone.  1

• Two  primary  intercepCon  points  -­‐  research,  and  shopping  cart• Four  out  of  five  US  smartphone  owners,  use  phone  to  research  shopping2

• 74  percent  made  a  purchasefollowing  research  on  phone2

OpportuniCes  to  Capture  Data  WhileCustomer  Researches  Purchase

Shopping  Cart  OpportuniCes

• OpCmize  your  store

• Know  your  Google  AnalyCcs

• Understand  overall  mobilecustomer  behavior• 76  %  purchased  in-­‐store1

• 22  %  purchased  through  amobile  app1

• The  average  annual  spend  onmobile  purchases  was  US$3001

1. Google/Ipsos April 2011 Survey of US smartphone owners

Don’t  Forget  About  “Couch  Commerce”

• A  recent  Forrester  study  found  that  tablet  users  spent  moreCme  online  with  their  tablet  than  their  PC  and  over  half  of  themuse  it  for  shopping

• In  fact,  amongthose  who  ownedmulCple  devices,the  tablet  trumpsboth  thespartphone  andthe  PC  as  thepreferred  shoppingdevice

Other  Mobile  OpportuniCes

• eCommerce  at  events

• ipads  and  portable  mobilecheck  out  in  busy  tasCngrooms

• Sign  up  for  mailing  list  withQR  code

• Mobile  apps

Challenges  &  ConsideraCons

• Challenges

• IntegraCon

• Compliance

• ConsideraCons• Consolidate  with  other  data  channels  for  360  degreeview

• But  segment  in  analysis  for  ROI

• Age  of  choice  -­‐  SM  is  another  communicaConchannel

• And  it’s  viral

Social  CRM

4  Steps  to  Social  CRM

1. Know  your  customers’  behavior• Monitoring  tools  (Radian6,  Social  Connect)

2. Intercept  them  where  you  can  with  opCmized  soluCon

3. Append  customer  profile  in  CRM  with  contact  info  andpreferred  communicaCon  method

4. Communicate  them  in  preferred  channel

• If you’re not serving the customer, your job is to beserving someone who is• Jan Carlzon, ex-CEO SAP Group

• 3600  view  means  retail  behavior  as  well• Look  forward  and  work  toward  a  two  way  data  sharing  world

where  the  customer  is  delighted• Share  engagement  strategies  with

distributors  &  retailers• Ask  them  to  parCcipate  and  support

their  efforts• Encourage  site  visits  and  capture  and

build  data• Report  back  to  them

Trade

Final  Thought  for  Future  Plans:RetenCon  is  the  New  AcquisiCon• New customer acquisition gets nearly double the attention of

customer retention efforts• 91% of Companies measure the success of a marketing program by

the number of new customers acquired1

• Over a 5 year period customer attrition rates could reach as high as50% in a unmanaged database2

1. 2009 Survey of Marketing, Media and Measurement, by King Fish Media 2. 2010 Report from Frederick Reichheld of Bain & Company

QuesCons?