They call it Digital CRM. I think they mistaken. They should call it CRM in a digital world. Exclusive presentation given to IDN members in Dublin 2012 (c) Gregory Birge. Contact me for any information.

1. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
IDN Conference Dublin 2012
DIGITAL CRM
EPISODE I“THE PHANTOM MENACE”

2. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
FRENCH
BRUTAL
HONEST
TRUTH
MARKETING
STRATEGY
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

3. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 3

4. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 4
DIGITAL CRM
TRENDS
FOR 2012
WHAT CAN I SAY ?
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

5. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 5

6. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 6
Note “ ex French Fortune Teller”

7. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 7
SOCIAL
MEDIA IS
NOT A
TREND, IT IS
A DOOR
OPENED
LET’s ASK MADAME IRMA
THE NEXT TREND IS…..SOCIAL MEDIA …!

8. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 8
EVERY YEAR
SINCE
2009 ,
WE
HEAR IT …!
LET’s ASK AGAIN MADAME IRMA
THE NEXT TREND IS….. MOBILE !

9. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 9
LAST CHANCE MME IRMA !
COMPANY AUTOMATION PLATFORMS
 CLOUD COMPUTING
 DECISION SUPPORT SYSTEMS (DSS)
 DATA MINING
 AUDIENCE VISUAL ATTENTION
 ATTENTION MEASUREMENT
 SALES FORCE AUTOMATION
 CRM, SALES MANAGEMENT
 SOCIAL CRM
 CONTEXTUAL TARGETTING
 LAYERS
CONSUMER CENTRICS
 ELECTRONICS POS (EPOS), NFC
 GEOLOCALIZATION, MOBILE GATEWAYS
 INCREASED SPEEDS
 MULTI SCREENS, REMOTE CONTENT
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

10. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 10

11. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 11
INNOVATIONS
CONNECTED
DEVICES
INTERACTIVITY




TECHNOLOGY WILL NOT STOP….

12. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 12
REACH CUSTOMERS
ANY TIME
ANY PLACE
ANY HOW

YES , IT GIVES YOU MORE WAYS TO:




13. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 13
BUT WHAT DO WE HAVE ACTUALLY ?
MORE TOOLS

14. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 14
BTW
THIS IS
ACTUALLY
THE
PROBLEM
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

15. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 15
DIGITAL CRM
✗
✗

16. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 16
ECOSYSTEM
SOCIAL MEDIA
TOUCHSCREEN
DATA
1-1
OFFLINE
APPS
SMS
QR CODES
MOBILE
SEO-SEM
LISTENING
SEARCH
WEBSITES
MICROSITES
PLATFORM
DIGITAL ADS
CONTEXTUAL AD
AR / 3D
PUSH
© F5DIGITAL Pte Ltd 2011 – Digital Resonance
EXTRACT OF THE DIGITAL WORLD
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

17. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 17
WE ARE JUST
FINDING
SMARTER WAYS
TO ADDRESS
MORE
INFORMATION
TO
MORE PEOPLE
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

18. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 18
AND THIS
IS A REAL
TREND
STARTED
SOME
YEARS
AGO
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

19. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
WEAPON
MASS
DISTRIBUTION
19
USING MORE TOOLS IS USING DIGITAL AS
W.M.D.

20. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 20
SO
WHAT
ABOUT
DIGITAL CRM
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

21. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 21
DIGITAL CRM
DIGIT ALL CRM
DIGITAL CRM
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

22. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 22
DIGIT
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

23. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 23
DIGIT
EVOLUTION
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

24. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 24© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

25. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 25
1 0 1 0 1 0 0 1 1 0 1 0 1 0 1 0 1 0 1
0
PRECIOUS MOMENT TO
INFLUENCE CUSTOMERS
TOUCHPOINTS

26. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 26

27. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 27
ADD CDL TOUCHPOINT
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

28. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 28

29. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 29
START
END / SALES

30. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 30
START
END / SALES

31. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 31
START
END / SALES
1
1
1 1
1
1
1

32. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 32
START
END / SALES

33. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 33
START
END / SALES

34. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 34
START
END / SALES
0
0
0
0
0
0

35. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 35
START
END / SALES
1
1
1 1
1
1
1
0
0
0
0
0
01 : GRAY DOTS : ACTUAL TOUCHPOINTS
0 : RED DOTS : DIGITAL ADDS ON

36. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
Legend
 Gray color : Traditional offline
 Orange color : Print Digital impact
 Blue color : Website / platform
 Green color : Communication
 Brown color : Mobile content
 Black color : Digital display
36
INITIATION
CDL
AGENTS
CUSTOMERS
CONSIDERATION EVALUATION VISITS SALES HAND OVER
Investment
willingness
Market
Assessment
Personal
research
Ask for
information
Visit website
Organize
visit
Visit
showroom
ADMINISTRATIVE
First
meeting
Property
research
Fine
tuning
Visit decision
Purchase
decision
Document
preparation
Bank
Lawyers
Agent
informed
Support
preparation
Signature
of sales
Key
handover
2-3 years
CUSTOMER JOURNEY
EXPECTATIONS
TOUCH POINT and BELATED ROLES
CUSTOMER
EXPECTATIONS
 Easy access to information
 Wide range of channels
available
Moving
preparation
 Have confidence with the
agent
 Reassuring his own decision
 Finding accurate and relevant
information
 Support to narrow the choices
 Be reassured in the visit process
 Confirm his right selection and
choice
 Selecting the right property
 As easy as possible
 No troubles at all
 As fast as possible
 Be recognized and valued
 Get informed on progress
 Support if move in
 Recognized when get key
TRADITIONAL
TOUCHPOINTS
ADDITIONAL
DIGITAL
TOUCHPOINTS
Showroom
 Inspire before purchase
 Generate desire
Brochure
 Inspire before purchase
 Generate desire
Newspapers and flyers
 Property more specific push
mass marketing to drive interest
ATL - OOH
 Mass communication
 Generate brand image and
interest
Financial institutions
 Get budget ready
Legal institutions
 Get paper work & stamps ready
CDL Showroom
 Get comfortable setting to close
the deal
CDL Key collection office
 Recognize customer
 High value contact
QR codes and unique URL
 Give more intimacy to property
 Give more multimedia content
 Generate increased desire
 Track origin of research
Website
 Ease the selection process
 Organize his content
 Capture information
 Track property researched
QR codes and URL links
 Push dedicated content
 Capture data
 Track source of content
 DM and eDM
 Follow up after site visit
 Generate envy to visit
showroom
Personal
research
Website
 Show the entire extent of the
options
 Give confidence
Dedicated tools on web
 Articles
 Calculators to reassure the
customer in his choice
Mobile app
 Ease the booking
 Ease note taking
 Ease sharing of information
DM and eDM
 Follow up after showroom visit
 Thank you and recognition
 Tracking
Digital touchpoint
 More interactivity
 More explanations if needed on
features
EN GAGEM EN T
© F5DIGITAL® 2011 – Reproduction strictly forbidden
DM and eDM
 Confirmation of documents
 High quality 1:1 handovers
Website
 Provide support
 Ease process
DM and eDM
 Key progresses
 Final thank you
Website
 Keep track
 Ask questions if needed
 Dashboards
Mobile app
 Keep track
COMPANY
X
SHOWROOM
KEY COLLECTIONS

37. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 37
Within that journey
 Dedicated role
 Dedicated objective
 Dedicated impact
IN
OUT
© F5DIGITAL Consulting 2011 – Touchpoint responsibility
CONSUMER
ENGAGEMENT

38. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 38
ALL
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

39. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 39
NOT WHOLE
DIGITAL DOES NOT REPLACE
TRADITIONAL MEDIA

40. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 40
NOT HOLY
DIGITAL NOR SOCIAL MEDIA
ARE MIRACLE SOLUTIONS

41. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 41
ALL

42. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 42
1 0 1 0 1 0 0 1 1 0 1 0 1 0 1 0 1 0 1
0
1:1
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
0
MASS MARKETING
IS FORBIDDEN IN 2012

43. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
CUSTOMERS BRANDS
WE HAVE LESS TIME TO CONVINCE
 CONTENT
 INFORMATION
 VOCAL
 CHANNELS
 CHOICE
 CONNECTIONS TIME

44. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 44
BEFORE NOW
LET THEM CHOOSE SHARP SURGERY
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

45. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 45
ALWAYS : ADAPT

46. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 46
ALWAYS : VALUE

47. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 47
ALL WAYS : MULTI
SPOT
CONSUMER
LET THEM FLY
BRING THEM
BACK TO BASE
© Gregory Birge for F5DIGITAL ™ Consulting 2012 – New brand role

48. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 48
ALWAYS ON
TIME
INTENSITY

49. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 49
CRM
© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

50. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 50© Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -

51. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 51
Consumer Really Matters
Kudos to Wunderman for the Quote

52. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
Data
✗
Rewards Points
✗
Systems
✗
52
Design
✗
Emails
✗
Products
✗

53. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 53
Supportingpillars
IS ABOUT
CONSUMERS
ENGAGED
OVER TIME
THROUGH
MULTIPLE TOUCH POINTS
© F5DIGITAL Consulting 2011 – the definition of loyalty
LOYALTY…

54. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 54
DIGITAL CRM

55. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 55
THIS IS NOT ABOUT
DIGITAL CRM
BUT
CRM
IN A DIGITAL WORLD

56. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 56
CRM IN DIGITAL WORLD AS A WMD
FEWER SELECTED - BETTER RESULTS© Gregory Birge for F5DIGITAL
WAY TO
MAINTAIN
DIFFERENTIATION

57. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 - 57
CRM IN A DIGITAL WORLD
CONSUMER ENGAGEMENTTOUCHPOINTS ALL, ALWAYS, ALL WAYS
THE RIGHT DATAMARKETING EFFECTIVENESS THE RIGHT METRICS
EPISODE II : ATTACK OF THE CLONES
EPISODE I : THE PHANTOM MENACE

58. © Gregory Birge for F5DIGITAL® Pte Ltd 2012Digital CRM Trends – IDN Dublin 2012 -
www.f5digital.com I info@f5digital.com I T: +65 6536 9766
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