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(c) 2000 Michele Bartram, mjb@webpractices.com. 1. AGENDA. BackgroundReal Requirements from Real PeopleGrandma's eCRM readiness tests and examplesGrandma's Recipes for eCRM successFinal Advice from GrandmaResources. (c) 2000 Michele Bartram, mjb@webpractices.com. 2. How to create E-commerce for real people? .
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1. (c) 2000 Michele Bartram, mjb@webpractices.com 0 Cook up a Bright Future in Customer Relationship Management
by passing the Grandma Test!
2. (c) 2000 Michele Bartram, mjb@webpractices.com 1 AGENDA Background
Real Requirements from Real People
Grandmas eCRM readiness tests and examples
Grandmas Recipes for eCRM success
Final Advice from Grandma
Resources
3. (c) 2000 Michele Bartram, mjb@webpractices.com 2 How to create E-commerce for real people? Q: How can you add online commerce that supports your user community and business partners yet helps real people solve real problems in their lives?
A: See where the bar has been raised in customer experience by:
analyzing the current Best Practices in eCRM and
adding your own new customer relationship functions to differentiate you from the rest.
4. (c) 2000 Michele Bartram, mjb@webpractices.com 3 Fond Remembrances Back to the Future In this age of impersonal technology, do you yearn for your Grandmas time before "cookie cutter" malls when :
the store owner on the corner knew you, your family, and your tastes and set aside for you that special something he just knew youd like,
you could find merchandise that reflected your own individual needs and tastes quickly and easily (or the merchant did for you!),
you could get friendly, useful advice when and where you needed it, from the store clerk, other shoppers, family or friends,
the shopping experience was personal and friendly, and
you got service with a smile before and after the sale?
Do you... want all that, plus modern speed, access, selection, convenience and one-stop shopping?
5. (c) 2000 Michele Bartram, mjb@webpractices.com 4 The New Customer is Really the Same Old Customer with a New Twist Problem: Customers today want old-fashioned service where everybody knows your name and sound, neighborly advice, but also want new-fangled tools and convenience
eCRM Solution: Sail the Seven Cs
You must Combine relevant Customized Content, Community and Commerce to provide Control and Convenience.
With commerce based on her own stated preferences, she wont want or need to shop anywhere else!
6. (c) 2000 Michele Bartram, mjb@webpractices.com 5 What is CRM? TO YOU: Talking with not at customers and responding to their needs throughout your organizations lifecycle with them:
Acquire & Retain
Understand & Differentiate
Develop & Customize
Interact & Deliver
TO YOUR CUSTOMERS: You know me no matter where or when I deal with you. You treat me better the more you know me, and give me personal, friendly service.
7. (c) 2000 Michele Bartram, mjb@webpractices.com 6 Why bother with CRM? Its the numbers*! It costs six times more to acquire a new customer than keep an old one.
The odds of selling a product to a new customer are 15%, while the odds of selling it to an existing customer are 50%.
One dissatisfied customer typically tells eight to ten people about his or her experience.
70% of complaining customers will do business with the company again if it quickly takes care of a service snafu.
More than 90% of existing companies do not have the necessary integration of sales and service processes and systems to support e-commerce.
A company can boost its profits 85% by increasing its annual customer retention by only 5%!
8. (c) 2000 Michele Bartram, mjb@webpractices.com 7 Goals of eCRM Reduce
costs of marketing
Improve
accuracy and relevancy of recommendations
customer satisfaction
Increase
conversion rate, i.e., Turn browsers into buyers
customer retention and frequency
order size
customer response
competitiveness through differentiation
profitability, ROI
9. (c) 2000 Michele Bartram, mjb@webpractices.com 8 Customers Desires Convenience: One-stop shopping, tools, online services
Relevance: all community, content, products and services around a topic
Simplicity: usability, ease-of-use
Choice: Selection of products/ services and way they are presented
Voice: Interaction with and responsiveness of merchant
Reinforcement: community, ratings / reviews
Safety: of credit card and other personal data
Control: over use of her private data, plus offers, content
Recognition: Remember and apply my unique name & preferences. (Ex. Women surveyed insisted they wanted to be known as unique not part of a group.)
10. (c) 2000 Michele Bartram, mjb@webpractices.com 9 Customers Pet Peeves against online commerce Opt-outs vs. opt-ins
Unsubscribes that dont work or are hard to find or use
Incomprehensible web design and check-out processes
Repeating themselves (e.g., retyping account numbers)
Not asking permission
Amazons dynamic recommendations
Spam and junk mail
Breaking promises (fast service, easy terms)
Treating them as part of a group, not an individual
Not allowing them to access and change their own data
Poor or non-human customer service
11. (c) 2000 Michele Bartram, mjb@webpractices.com 10 Where to find a solution that all customers will find compelling? Question: Who buys your products or services?
Answer: Real people, not manufacturers or marketers.
So, ask REAL PEOPLE what they really want.
I asked the wisest real person I know, my Grandma Sally from Kentucky, whos worked in the customer food service field for over 65 years, to advise me on what it takes to provide the best customer experience and keep em comin back for more.
All companies could learn from her 82 years of experience .
12. (c) 2000 Michele Bartram, mjb@webpractices.com 11 Passing The Grandma Test To succeed in a future with eCRM, companies must pass the Grandma test and provide ease of use, safety, convenience, simplicity, and good value
13. (c) 2000 Michele Bartram, mjb@webpractices.com 12 Grandma Sallys eCRM Wisdom Like the egg teachin the chicken.
Squeaky wheels get the grease.
Know what side of the bread is buttered on.
Get it straight from the horses mouth.
Run it up the flagpole and see who salutes it.
Weve howdied, but we aint shook.
As nervous as a long-tailed cat in a roomful of rockin chairs. They give advice by the bucket but take it by the grain.
Empty cans make a lot of noise.
If wishes were horses then beggars would ride.
Im busier than a one-armed paper hanger
My mind is like a sieve!
Dont buy a pig in a poke.
Grandma knows best.
One mans junk is another mans jewel.
Talkers aint doers.
14. (c) 2000 Michele Bartram, mjb@webpractices.com 13 More of Grandma Sallys eCRM Wisdom They made me as welcome as a roomful of Howdys.
Save a penny, earn a pound.
You like the apples more if you have to shake the tree.
Its as about as fun as watchin grass grow.
I feel like Im caught between a rock and a hard place.
Its as useless as two buggies in a one-horse town.
Beauty is only skin deep, but ugly is pure to the bone. To hear a secret is human, to air it is divine!
One-size-fits-all dont fit nobody good.
Dont start choppin til youve treed the bear.
You dont know the worth of water until the well runs dry.
Dont muddy up the well that you get your water from.
Im so durned glad to be home, Im glad I went.
15. (c) 2000 Michele Bartram, mjb@webpractices.com 14 Final List of Grandma Sallys eCRM Wisdom You catch more flies with honey than with vinegar.
Make hay while the sun shines.
Call a shovel a shovel and start diggin.
He doesnt have enough studs for his dry wall.
Like a hog on ice.
You cant put one foot in two shoes at the same time.
There aint no time like the present. There never was a road that didnt have a turn in it.
He who pays the fiddler calls the tune.
The post always wears out before a hole.
You cant put scrambled eggs back in the shell.
Stoppin at third base dont add no more to the score than strikin out.
No more chance than a grasshopper in a chicken coop.
16. (c) 2000 Michele Bartram, mjb@webpractices.com 15 CUSTOMER KNOWLEDGE MUST PRECEDE STRATEGY FORMULATION Creating a strategy without knowing your customers is
like the egg teaching the chicken.
17. (c) 2000 Michele Bartram, mjb@webpractices.com 16 CUSTOMER SEGMENTATION Squeaky wheels get the grease.
e.Piphany says there are 3 types of customers: Great customers, potentially profitable ones and eternally unprofitable ones. Many companies spend all their time, money and resources on unprofitable customers. Dont spend $ on poor customers, but on great customers and on developing your potential greats. Unless you measure this, you wont know.
Know what side of the bread is buttered on.
To find out who are your most profitable customers, what made them great and attract new ones like them, you must perform a customer segmentation study to assess their value to you and their preferences in products, services, advertising/ communications, etc. (Ex. US Mint, Unilever, credit card companies like American Express)
Allow customers to self-segment but verify.
18. (c) 2000 Michele Bartram, mjb@webpractices.com 17 Customer Segmentation Study
19. (c) 2000 Michele Bartram, mjb@webpractices.com 18 RESEARCH & TESTING Get it straight from the horses mouth.
You cant assume you know more than your customers.
Use focus groups for ALL web usability and new products and surveys for customer satisfaction and new strategies (current AND future customers).
Run it up the flagpole, and see who salutes it!
TEST, TEST, TEST constantly and consistently!
Use REAL users, not your own people, before, during AND after launching a new strategy.
Web-based research is fast and free and builds loyalty, so use it constantly as an integral strategy.
(Ex. iVillage Surveys and polls, Candies Trend Spotters )
20. (c) 2000 Michele Bartram, mjb@webpractices.com 19 PROFILING, RECOGNITION & PRIVACY INCREMENTAL PROFILING: Weve howdied, but we aint shook.
To overcome natural reluctance to give info to strangers, treat data gathering like a dating process, collecting data from and repeating learnings about the other person incrementally as you get to know her.
Allow self-profiling and personalization. (Ex. Travelocity )
RECOGNITION: Dont make me repeat myself!
Extend this relationship by repeating data back to the customer in useful and meaningful ways. Dont make her repeat data entry.
Consolidate data across all touch points (Ex.Not AAA application.)
PRIVACY: Giving out my information makes me as nervous as a long-tailed cat in a roomful of rockin chairs.
Dont betray her trust by misusing it. Keep it safe No exceptions..
Collect and use her explicit data only with express, advance, opt-in permission.
Let her know the source of her data when you use it, and let her access and update it from an easy, prominent user profile. (Ex. McAfee )
21. (c) 2000 Michele Bartram, mjb@webpractices.com 20 HONESTY, LISTENING & CONVERSATION HONESTY: Honesty is the best policy.
Only make promises that you can keep. Fess up when something goes awry. (Ex. IBM launched a splash page and coupon during site outage.)
LISTENING: Seems companies always give advice by the bucket and take it by the grain.
Listen and respond, not just talk.
(Ex. All managers and employees should have to work customer phones or email one day a month or quarter.)
VALUABLE CONVERSATION: Empty cans make a lot of noise.
Abandon old-style advertising speak in your copy. Customers see through it and dont believe it. Participate in real multi-way conversations and use a natural speaking style in your editorial.
Have something valuable to say when you speak. Encourage your best employees to chat with customers regularly. (Ex. Dell.com )
22. (c) 2000 Michele Bartram, mjb@webpractices.com 21 OLD-TIME CUSTOMER REQUIREMENTS:They Want It All If wishes were horses then beggars would ride!
23. (c) 2000 Michele Bartram, mjb@webpractices.com 22 CONVENIENCE & REMINDERS: CONVENIENCE: Im busier than a one-armed paper hanger!
Customers, particularly women, are busy! They prize convenience and short-cuts above all, even deals.
Combine all useful, essential functions, even from competitors. Create shortcuts. Provide data in all formats (Ex. My iVillage , My Yahoo!, My ZDNet , Switchboard , Amazons One-click.)
REMINDERS: My mind is like a sieve!
Customers have a lot to do, and remembering to use your site may not be top of mind.
Use email, pop-up boxes, link to calendars/ reminders, calculators and other event and time-based triggers that the customer can set herself. Link to relevant commerce.
(Ex. Lifeminders, iVillage Reminders and newsletters. )
24. (c) 2000 Michele Bartram, mjb@webpractices.com 23 DEEP PRODUCT RESEARCH & RECOMMENDATIONS DEEP PRODUCT INFO: Dont buy a pig in a poke.
The higher the price, anxiety or confusion produced by a product or service the more research the customer requires.
Particularly true for women, and health, family and relationship matters, high-ticket items like cars, houses. Also for clothing care.
Make your customer know shes made the right choice by providing detail. Smart buys for smart women at iVillage Shopping Central.
(Ex. iBaby detail , ConsumerNet & ConsumerWorld)
RECOMMENDATIONS: Grandma knows best.
Highest rated requirement from women along with convenience is recommendations. Need help to sort thru choices, but not only from you!
Provide extensive ratings, reviews, recommendations and collaborative filtering to link customers with external experts and others like them to help them choose. (Ex. Amazon, CNET)
25. (c) 2000 Michele Bartram, mjb@webpractices.com 24 CONTENT, COMMUNITY & COMMERCE IN CONTEXT COMMERCE IN CONTEXT: One mans junk is another mans jewel.
Ads or communications for products they dont want or need are considered junk mail or spam.
Let use determine what ads she sees when through context and explicit requests. (Ex. Tire ads in the Sunday paper: you toss them when you dont need tires, and are mad when you cant find them if you do need new tires.)
Non-targeted ads can cause severe negative reaction if randomly served to sensitive community or content areas. (Ex. Displaying random Baby ads near Infertility boards or junk food ads near diet area.)
Only display relevant ads or communications based on context (area of site) and customer permission (from her profile).
(Ex. Epicurious recipes with Williams-Sonoma ads)
CONTENT + COMMUNITY + COMMERCE
Display all related Commerce, Content and Community together, in context with the topic she is researching. (Ex. MSN Carpoint)
26. (c) 2000 Michele Bartram, mjb@webpractices.com 25 COMMUNITY AND HUMAN TOUCH COMMUNITY PARTICIPATION: Talkers aint doers
Customers want to talk with people whove actually used the product or service in real life. They may need additional support and learning to use your product or service, or knowledge on which to choose. Create support opportunities like chat, clubs, posts and discussion groups to aid utility. (Ex. iVillage Web Store Reviews, Fit by Friday discussion groups, CNET user posts)
HUMAN-TO-HUMAN CUSTOMER SERVICE: They made me as welcome as a roomful of Howdys.
SERVICE QUALITY OUTWEIGHS PRODUCT QUALITY! Customers will return to businesses with average but CONSISTENT quality if the service is outstanding. EX. Have you ever returned to a restaurant with great food and lousy service? No, but you keep going to one with okay food that treats you great.
Consumers want GREAT RETURN and GUARANTEE policies. Theyre more likely to take a chance on your unknown products or services if you do.
They also want to speak with a human being, not a machine, when they need help. Limit auto-replies to confirmations, not for involved service questions.
Include live customer service in all your plans, via live chat with a representative or phone service to differentiate and create absolute loyalty. (Ex. iVillage Personal Shoppers, WomenOutdoors live service)
27. (c) 2000 Michele Bartram, mjb@webpractices.com 26 DEALS, TOOLS & ENTERTAINMENT RELEVANT DEALS: Save a penny, earn a pound.
Women see (some) shopping as fun, with getting a great deal top in enjoyment.
Present offers that are in context and relevant to her needs (wants $ off vs. free trial, etc.) (Ex. E-centives customized, event-driven newsletters)
TOOLS: You like the apples more if you have to shake the tree.
Provide interactive tools, planners, calendars, registries to get the user involved in the buying experience. (Ex. TheKnot.com , iVillage Shopping Lists )
ENTERTAINMENT: Its about as much fun as watching grass grow.
While men seek out games as a primary activity online, women tend to want their fun and relaxation, their wanna dos, once theyve completed their gotta dos or errands. Content about their interests is counted as fun.
Solution: Include entertainment in your site, such as quizzes, polls, games, screensavers, etc. that complement your brand.
(Ex. US Mint Screensaver & games , iVillage Music Network)
28. (c) 2000 Michele Bartram, mjb@webpractices.com 27 USABILITY & DESIGN SIMPLICITY: I feel like Im caught between a rock and a hard place.
Keep the experience easy to use and adjusted to the users level of experience, such as a Grandma. (Ex. Computer.com )
USABILITY: A poorly designed web site is as useless as two buggies in a one-horse town.
In testing, some users couldnt even add products to shopping carts! Many got lost in navigation and abandoned carts or sites. Test all design in advance with real users, not your own people. New eyes see differently.
DESIGN VS. USABILITY: Beauty is only skin deep, but ugly is pure to the bone.
Dont allow design shops to add beauty in expense of utility. Research shows customers, particularly, want speed over beauty. Only make it pretty if you can do it without losing ease-of-use.
NOTE: Join www.CreativeGood.coms newsletter, and see their superb Holiday 99 Report. Also available to Shop.org members.
29. (c) 2000 Michele Bartram, mjb@webpractices.com 28 PERSONALIZATION One-size-fits-all dont fit nobody good
CUSTOMERS WANT TO BE RECOGNIZED AS INDIVIDUALS, NOT PART OF A GROUP
30. (c) 2000 Michele Bartram, mjb@webpractices.com 29 Evolution of Personalization
Identify customers individually and addressably.
Differentiate customers by value and needs.
Great ones, Potential great ones, Eternally unprofitable ones,
Personal Profile
Users Shopping Mode
Interact with customers (at reduced cost and increased efficiency).
Customize some aspect of your enterprises behavior on a general basis.
Personalize response for each individual customer.
31. (c) 2000 Michele Bartram, mjb@webpractices.com 30 Micheles User Shopping Modes The Speedy Hunter: Im looking for a specific product or service and I want it fast! Offer express Buy Now one-click buttons and full product search capabilities.
The Category Killer: I know I need something for myself in a category, like a white blouse or car tires. Help me find the best one. She needs categories and sub-categories and information about the options.
The Gift Giver: I need to buy a gift for my sister-in-law who wears size 8, likes powder blue and sunflowers, is a mother of a toddler, and I don't want to spend more than $50. Give me personalized recommendations based on these criteria.
The Impulse Buyer: I just have some money burning a hole in my pocket and want to spend it... let me "flip thru the catalog" or "browse the aisle" to see what I want. This person needs a fun online tour to simulate the browsing the aisle feel of a shopping trip or flipping through a physical catalog.
The Problem Solver: "I have a problem or issue and don't know how to solve it. Show me information and research about how others like me have solved it, and then give me product and service recommendations that match the solution I determine is the right one for me." This buyer needs detailed content, research, expert recommendations and products.
The All-in-One Buyer: Any one buyer may fall into one or all of these profiles in one user session.
32. (c) 2000 Michele Bartram, mjb@webpractices.com 31 Types of Personalization Environmental: demographic, geographic, psychographic
(Ex. 100percentgirls.com customized to tween girl talk)
Preference-based personalization: user enters requirements
Collaborative filtering: recommendation engines
Behavior-based: on website, in store, with catalog
Rules-based: match offers/ content to fixed business rules
Purchasize: Offer fries with that burger
Analytics-based: pattern analysis thru segmentation
Offer salad to customers who are on a diet, not the fries
33. (c) 2000 Michele Bartram, mjb@webpractices.com 32 What to Personalize Search results
Product mix
Recommendations
Offers
Sales, discounts, bundles, cross and up-selling, pricing
Web pages
Email
Ads
Editorial voice
Personal accounts
Banks, clubs, etc.
Customer service
Specialists, type of service (phone, chat, email)
Fulfillment options
Shipping, billing,
Personal productivity tools
calendars
email
reminders
34. (c) 2000 Michele Bartram, mjb@webpractices.com 33 Ways to Personalize Content Search
By Keyword
By Attribute (Ex. Gift)
By Event
By Category
Full Text
By Preference
Collaborative filtering
Mass customization
Personalized tools- wish lists, reminders, calendars, calculators
Ratings: Community, Editors Surveys and polls
Email & Ad Targeting
Entitlements
Event-based Matching
Alerts
Matching agents
Observation
Rule-based Matching
Personal web pages
User Profile
User-defined and controlled
Localization- language and geography
35. (c) 2000 Michele Bartram, mjb@webpractices.com 34 STRATEGY MARKET ANALYSIS: Dont take your ducks to a poor market.
Assess value of market youre attempting to win in and determine cost of entry and domination. Find a niche.
COMPETITION: If you cant stand the heat, get out of the kitchen.
Look at all competitors for your customers share of time as well as wallet, not only online but offline as well.
Determine the market gaps you can address to gain first or best mover advantage.
ALLIANCES: Feudin only benefits the undertaker.
If you cant beat em, join em. Create marketplaces of convenient, essential services from all over the web. (Ex. VirtualRelocation )
36. (c) 2000 Michele Bartram, mjb@webpractices.com 35 BRAND VS DIRECT RESPONSE: Seeing is believing. vs. Put your money where your mouth is. Measuring Clickthroughs undercounts branding success, yet overcount direct response. Know your goals.
Brand builders (Buy later): Buy Branding campaigns and measure CPMs only.
Direct marketers (Buy now!): use Click to Buy and measure conversion to sales.
Examples:
B-to-C: Direct response: online catalogs, banner ads or links with Buy Now. Branding: Sponsorships, articles, events, plain banners, all print or non-direct TV ads.
B-to-B: Direct response: Configurator tools, ordering Extranets. Branding: all print and non-direct TV, trade fairs.
37. (c) 2000 Michele Bartram, mjb@webpractices.com 36 THREE PHASES OF CUSTOMER DEVELOPMENT Acquisition: Attract new, profitable customers.
Differentiation, innovation and convenience
Enhancement: Make current customers more profitable.
Increased bundling, reduction of costs, improved customer service
Retention: Keep your profitable customers for life.
Delivering not what the market demands but what your customers want and more.
Enabling total listening and multi-way conversations between companies (including formerly isolated internal employee experts), customers, and trading partners.
38. (c) 2000 Michele Bartram, mjb@webpractices.com 37 Customer Acquisition and Viral Marketing CUSTOMER ACQUISITION: Dont start choppin til youve treed the bear.
Create differentiated offerings, particularly in convenience, to attract new profitable customers that are similar to your current best customers.
VIRAL MARKETING: To hear a secret is human, to air it is divine!
Use the natural tendency to spread the word (gossip) to your advantage. Incent customers to bring in others through recognition and rewards.
Ex. iVillage Send a Friend, Kira Points upon registration, user is told to get friends to sign up in exchange for Kira Points.
39. (c) 2000 Michele Bartram, mjb@webpractices.com 38 CUSTOMER RETENTION RETENTION: You dont know the worth of water until the well runs dry. and Dont muddy up the well that you get your water from.
Spend generously to keep your best customers with superior service, rewards, and recognition. You cant afford to lose your great ones.
RECOGNITION:Im so durned glad to be home, Im glad I went.
Use integrated systems to remember your customer from all touchpoints. (Not done at AAA)
Make them feel at home with your business. (Ex. Hotel profiles, Hertz Gold Clubs, Amazon.com personalized home page )
REWARDS: You catch more flies with honey than with vinegar.
Reward your best current customers differently than new ones.
Customers pet peeves include getting discounts for new subscriptions and none for loyal readers (Ex. Most print magazines give you discount when you sign up as new reader, then charge full price for renewal, penalizing loyal customers).
40. (c) 2000 Michele Bartram, mjb@webpractices.com 39 IMPLEMENTATION You better make hay while the sun shines.
41. (c) 2000 Michele Bartram, mjb@webpractices.com 40 STRENGTHS, INFRASTRUCTURE & FOCUS BUILD OFF YOUR STRENGTHS: Call a spade a spade and start diggin.
Perform an e-CRM SWOT Analysis to assess Strengths, Weaknesses, Opportunities and Threats across all core areas of your business. Know your core competencies and build off them. Eliminate or downplay weaknesses that leave you open to the competition.
Blueprint your e-CRM project. Follow 9-step methodology once to map current business, then review what other best practices companies are doing at each step, then repeat 9-step to map your ideal e-business.
INFRASTRUCTURE: He doesnt have enough studs for his dry wall.
It takes time, money, people and integrated systems and processes to implement eCRM across the organization to create a Customer-Driven Enterprise (See chart). You cant afford NOT to do it, but do budget for it.
PRIORITIZATION: Companies who lack focus are like a hog on ice.
Most companies fail at eCRM by doing it all at once. Use a phased approach (see chart) and set the dominos up in order, knocking them down one at a time.
42. (c) 2000 Michele Bartram, mjb@webpractices.com 41 9-Step E-Biz Blueprint MethodologyRepeat 3 times to map Current, Best, & then Ideal Practices
43. (c) 2000 Michele Bartram, mjb@webpractices.com 42 Customer-Driven Enterprise(Source: Dialogos, Inc.) Significant integration will be required to become customer-centric. However, the resulting institutional base of knowledge will provide exponential returns.
44. (c) 2000 Michele Bartram, mjb@webpractices.com 43 PHASED APPROACH: You cant put one foot in two shoes at the same time.
45. (c) 2000 Michele Bartram, mjb@webpractices.com 44 eCRM Questions You Must Answer Be a Customer advocate or unbiased infomediary?
Marketplace or monopoly?
Be a partner with your customers not an adversary?
Talk with your customers or talk at them?
Allow employees and business partners to talk to customers or control flow and content of info?
Multi-channel or mono-channel?
Mass customization (Levis) or one size fits all?
Personalization vs. collaborative filtering?
Personalization = customer told you explicitly what she wants (e.g., launch.com)
Collaborative filtering = recommendations based on others likes and dislikes (e.g., Amazon.com)
46. (c) 2000 Michele Bartram, mjb@webpractices.com 45 Big Decisions: Technology Architecture Build, buy or borrow?
Create an enterprise-wide customer-centric architecture.
Choose technology based on strategy needs:
Attract new customers, e.g.,
Ad serving: Doubleclick, 24X7, Engage, AdForce, AdSense
Incentives: Coolsavings, Ecentives
Convert visitors to customers
Angara, Engage
Develop and retain customers
Personalization: Broadvision, NetPerceptions, Personify, Epiphany, Siebel
Customer Service
E-gain, Kana
Content-serving & customer interaction
Vignette StoryServer; Chat tools like iChat
47. (c) 2000 Michele Bartram, mjb@webpractices.com 46 eBusiness Architecture(Source: Dialogos, Inc.)
48. (c) 2000 Michele Bartram, mjb@webpractices.com 47 Final eCRM Advice from Grandmabefore shell buy from you
49. (c) 2000 Michele Bartram, mjb@webpractices.com 48 ACT NOW: Doin Shouts, Talkin Whispers Build a Unique Boutique
Ex. Art.com, AA.com
Provide intelligent selection
Relevancy of offers and content
Ex. CircuitCity , CyberianOutpost.com (Broadvision)
Give Personal attention
Automated: Ex. NetPerceptions at SkyMall.com
Human: Live customer help Ex. WomenOutdoors.com
50. (c) 2000 Michele Bartram, mjb@webpractices.com 49 Ask but Dont Tell Accumulate Detailed Data from all Media with Permission & Integrate
Require only progressive profiling = Gather data gently
Environmental data- geography, browser, operating system
Ex. StarMedia.com
Implicit data- keep private but inform: pages visited, purchases
Ex. Amazon.com
Explicit data- collect incrementally and with advance permission
Ex. Babycenter.com, HomeDepot.com
REMEMBER AND ACKNOWLEDGE ME!
51. (c) 2000 Michele Bartram, mjb@webpractices.com 50 If It Aint Broke, Dont Fix It: Keep Applying Lessons Learned Commerce in context drives buying
Personalization works
Sites using see 39% increase in bottom line
Ex. Checkout.com, Pets.com (Broadvision),
Rewarding good behavior is effective
Ex. MyPoints, Ecentives, CyberGold, Iwon.com
Freshness Matters
Ex. At Xerox.com (using Broadvision), 120 contributors worldwide update site daily
52. (c) 2000 Michele Bartram, mjb@webpractices.com 51 Learn your ABCs 5 Cs for Companies to attract Customers:
Combine Customized Content, Community and Commerce
4 Rs for Providing Helpful Advice:
Relevant ratings, reviews and recommendations
3 Ps of Choice for Consumers:
They will select your product/ service for its Personality, Profile, and Performance
53. (c) 2000 Michele Bartram, mjb@webpractices.com 52 Remember the person in personalization Ask permission and forgiveness if necessary
Explain why youve recommended something
You see this because you asked for this. Click here to change.
Give ownership and responsibility
Allow them to access and update their own data (Individual.com )
People are not profiles
Combine what theyve done (implicit) with who they are (explicit)
Generate relevant offers that relate to her specific needs. (Ex. Amazon)
Nothing substitutes for a real human interaction
Use live, human service whenever possible
Connect customers with others with whom they want to link, such as affinity groups like clubs or families. (Ex. iVillage FamilyPoint clubs, Support groups)
54. (c) 2000 Michele Bartram, mjb@webpractices.com 53 URGENCY WITH EXCELLENCE URGENCY: There aint no time like the present.
FLEXIBILITY & CONSTANT CHANGE:
There never was a road that didnt have a turn in it.
TURN YOUR COMPANY OVER TO YOUR CUSTOMERS: He who pays the fiddler calls the tune.
FOLLOW THROUGH TO THE END: The post always wears out before a hole.
RIGHT MOVER VS. 1ST MOVER: You cant put scrambled eggs back in the shell so get it right from the get-go.
GO FOR WOW: Stoppin at third base dont add no more to the score than strikin out.
55. (c) 2000 Michele Bartram, mjb@webpractices.com 54 Grandmas eCRM Recipe For Success Start with recreating the personal service with a smile and convenience of the past
Mix in futuristic speed and automation
Shake (your organization) well
Season to taste (of your customers through personalization and customization)
Bake up an online experience that Grandma will say is better than offline!
Serves 1 : 1
56. (c) 2000 Michele Bartram, mjb@webpractices.com 55 The Moral of the Story: Grandmas know that companies who dont implement eCRM
aint got no more chance than a grasshopper in a chicken house.
57. (c) 2000 Michele Bartram, mjb@webpractices.com 56 CONTACTS Email: mjb@webpractices.com
Phone: 917-326-4198
Download this eCRM presentation and others on blueprinting for your e-business success, and find e-business resources at my web site at:
http://www.WebPractices.com/
58. (c) 2000 Michele Bartram, mjb@webpractices.com 57 RESOURCES NOTE: The following software applications and companies are listed for information purposes only and do NOT imply an endorsement of the companies or products or results that may or may not be achieved.
59. (c) 2000 Michele Bartram, mjb@webpractices.com 58 RESOURCES: eCRM Software eCRM Software:
E.Piphany
Broadvision
NetGenesis: cross-co datamart and intelligence
NetPerceptions: realtime personalization
Ex. CDNow.com, Ticketmaster, JCPenney.com
Magnify - predictive modeling & segmentation clusters
Ex. CoolSavings.com, Yesmail.com
60. (c) 2000 Michele Bartram, mjb@webpractices.com 59 RESOURCES: e-Commerce Software E-Commerce Software:
OpenMarket.com Transact product
Bea WebLogic Commerce: www.bea.com
Trilogy Multichannel Commerce www.trilogy.com
Customer Interaction:
BlueMartini.com
61. (c) 2000 Michele Bartram, mjb@webpractices.com 60 RESOURCES: e-Business / eCRM Consultants E-Business Blueprinting
Dialogos.com
Appnet.com
IBM.com Global Services E-business Consulting