The document discusses how digital technologies are transforming customer engagement and experiences. It notes the increasing complexity of engaging consumers across more channels, devices, and online networks. It then describes how a customer engagement platform can analyze customer data and interactions to better understand customers and enable personalized, multi-channel marketing programs and experiences. Examples are provided of how such a platform was used to improve campaigns for an automaker and eBay. The platform aims to listen to what customers say online and drive engagement through interactive marketing, virtual experiences, and dynamic content.

1. The power of digital CRM customer centria
The Customer Engagement & Experience Company
28 January 2011
www.customercentria.com

2. The consumer awakening
Technology Enabled !

3. The Ever Evolving Consumer

4. The And the complexity of staying relevant
• Changing Consumer
preference
• More channel options
• More device choices
• More content formats
• More online networks
• Changing technology
landscape
• Sustained and accelerated
changes ahead…..

5. customer centria
Technology Analytics Interactive
Knowing that they’re talking to us.….amongst us
Today we do BI & Customer Analytics
We have Databases of Transactions
We have Databases of Interactions – clicks, visits,
views, registrations.

6. ..but Is there a need to shift perspectives?
from Customer Data …
…..to that of
Human Expressions,
Intentions and Desires

7. DELIGHT
WELCOME TO THE WORLD OF
INTERACTIVE MARKETING
Dialogue InteractListen
Engage
Experience

8. A quick look at
Customer Engagement at work
How technology enables
transformational customer experiences

9. Meet Anna
She is looking to upgrade
her car
Her auto manufacturer has the perfect
opportunity to delight Anna

10. Enabling Customer Centricity,
Engagement & Experience for Anna
What makes
Do we know Where, How,
interaction
Anna well When does
with Anna
enough? Anna prefer
most
to be reached
delightful
ANALYSE EXECUTE ENGAGE
Right Customer
Right Time
Creating Right Offer
Value Right Channel
Right Dialogue

11. Customer Analytics to analyze
Campaign
Management to execute
Digital Dialogue
to engage

12. Where an auto advisor who
knows all about Anna welcomes her
Anna accepts an invitation to a
members only car lounge

13. Anna, via her avatar, enters the car lounge

14. Anna meets Auto Advisor,
He makes relevant recommendations and allows her to customise her
own car

15. Anna is delighted !
She makes a down payment
She now gets an offer from
her insurance company on her mobile

16. Redefine the concept of “flagship”
Delight at every Touchpoint
Customer Centralized Cross-Channel
JAVA APIs Awareness Decisioning Execution Mail
Web Data Customer Segmentation Outbound
Analytics Fulfillment
Offer Email
Web Management Inbound
SOAP/XML
Customer Analytics Integration
Interaction Call
Data
History Center
Predictive Distributed
Analytics Real-Time Marketing
Targeting
ODBC
Transaction Web
Data Event Contact Lead
Detection Optimization Management
Sales,
Branch
Integrated Marketing Operations
Office
Plans & People & Data & Measurement &
Budgets Processes Assets Performance
Windows / Unix / Linux Oracle / DB2 / MSSQL
WebSphere / WebLogic

17. Add to it the explosion that internet retail
is experiencing globally

18. Key Retail Marketing Trends
• Leading retailers are focusing on cross-channel experience
– By 2012, one-third of in-store sales – or $1 trillion – will be influenced by
the web
– Two-thirds of online shoppers engage in some form of cross-channel
shopping behavior
– Only 13% of retail web owners consider driving store sales a top priority.
• Email is the most popular marketing tactic followed by paid search
– Search drives acquisition with SEM and organic search delivering more than
half of new customers
– Email drives relationship marketing – 93% of retailers said email was more
important in 2008 (gaining in importance every year)

19. Key Retail Marketing Trends
• Lots of interest in mobile and social media but still limited action
– Mobile technology is one of the top marketing technologies (#2) that marketers
say they plan to use (site optimization is #1)
– Marketers are more bullish that the effectiveness of mobile marketing will
increase compared to most other channels (except social media and and SEM)
– Lots of early stage participation in social media but efforts remain largely siloed
• Field marketing is gaining in popularity
– Campaigns executed by store managers
– In-store events
• Investment in planning applications to support production management processes
– Facilitate time to market

20. The time has come to re-imagine the
future of retailing
BUY ANYTHING, ANYTIME
ANYWHERE

21. Mobile Technologies are changing
paradigms in digital retail

22. If you like that, try this
Behavioural driven recommendations

23. Social Media is a new dimension on
retail experience

24. With so many consumers saying, doing and
listening to so many things….

25. So lets Listen…..
Today: Pull Web intelligence
Traditional Web channels Emerging Web channels
Search Site Social Applications
Offline data
Customer
Display Campaigns
Email data Moblie Video
advertising
Trageting Widgets
Web analytics
platform
Tomorrow: Push Web intelligence
Web intelligence
Enterprise
Customer A/B Multivariate Behavioral
CRM data
database testing testing targeting
warehouse
Multichannel marketing Marketing laboratory
A world of Intelligence from within and outside

26. Building Digital
Experiences

27. A customer engagement platform that combines online
gaming, virtual reality and social networking

28. to create a unique, integrated experience.

29. customer centria
Technology Analytics Interactive
Not just a brand interaction platform but has created the
concept of “virtual customer experience”

30. An end to end customer engagement solution
End to End Customer Engagement touchpoints

31. Community Driven Segmentation
Marketing Strategy for the 3,50,000 + Avatars
THE NOW TREKKIE PAST ADVENTU- SPIRITUAL
EXPLORER
GEN MASTER RER -IST
• Grounded History Thrives on Transcendent
Free Spirit living on the
in Reality Techno Buff
Geek edge Rebirth
• Lives for Flights of Enamoured
the Fancy with the past
moment

32. Urban
Fashion
Mapping in-world behaviour Dancing
Consumer segments Sports
M Cricket
Now
Generation a Cricket Treasure
Hunt
n Diving
i
Explorer
I f
d e Crater Asteroid
Moon
Fashion
Mapping Hopping
e Trekkie s
o t
l Past a
o master Sports Historical
t fashion
g i
Adventurer Archery
y o Ice
Sculptors
n
Spiritualist
s
Forever
Young

33. Analytics Driven, Community Creation
Dynamic Friend Matching Engine
The system identifies similar
users & polar users.
Fashionista
With additional points for (L3)
making friends with polar users Depending on
Socialize
level of avatar
& users beyond two degrees of customization r (L1)
separation. Depending
Explore on the
r (L3) number of
friends
Depending
on number
of easter
eggs found
AOK (L2)
Tamer Depends on time
(L4) spent in-world.
Gamer Always on
Depending on Keyboard (as
number of pets (L2) against AFK)
tamed and Depending on
time spent number of
with pets quests
completed
Dynamic scoring engine defined for
friends recommendation

34. Transcending the Real into the Virtual
Virtual Goods
Virtual currency which can get you …….

35. A New look
Over a million avatar combinations to choose from

36. A NEW LOOK !
100 + activities, across 5 regions

37. Community Driven, Insight Based
Interactive Marketing
Promoting Virtual
)
And Real Incentives

38. Enabling Engagement & Experience
Parse and
Analyse
Unica
Gojiyo Weblogs NetInsight
Web design & layout
inputs Customer Segmentation
basis in-world behavior.
User behaviour
attribute on Gojiyo
Automated marketing
Program.
Analytical data
Analytic
Periodic Delta Transfer Engine Multi-channel marketing
Model Output
Program .
Gojiyo Database User Analytics
Database
Communication
Message to
User Campaign Definition
Email to
User
Unica
Campaign &
eMessage

39. Case Study : ebay
Business Objectives
 To build more complex campaigns with rich
segmentation, maintain recurring campaigns
 Multi-channel campaigns with response and
conversion reporting
 Campaign and offer optimization, need for a
marketing foundation to support CRM goals
Results
 Empowered marketers and freed up IT resources
 Reduced time for new campaign launch
 New centralized infrastructure allows for reuse of
campaigns across user segments and countries

40. eBay
Complete your Collection Campaign
#1
#2
#3
#4
#5 #6

41. eBay
Complete your Collection Campaign Results
 Complete Your Collection proved to be an outstanding
campaign for driving buyer response and activity
– 113% lift in Open Rates
– 285% lift in Response rates
– 274% lift in Click through rates
– Email generated $4M in Gross Merchandise Bought
44

42. Personalization and
Dynamic Content E-mail
• Personalized emails were labor intensive
• Marketing focused on creating catalog quality
emails rather than 1-to-1 messaging
45

43. Personalization and
Dynamic Content E-mail
After
• Implemented a multi-variant “Test and Learn”
methodology
– Gender, Pricing Data, Category Recommendation,
Last Viewed Items,
Feedback Score
• Retagged marketing creatives and started to
leverage our Content Mgmt system
• Leveraging Unica Campaign for segmentation
and personalization rules
• Results
– 50% increase in Open Rate
– >100% improvement in Click Through
– Doubled Gross Merchandise Volume (GMV) per
email sent
46 46

44. Community Driven Segmentation
Driving Engagement

45. Strong Portfolio of Retail Customers
More than 150 and Growing
48

46. We understand
the customer
and design and deliver
Customer Experiences
Proud to partner with

47. Thank You