SA-SU0050-030611-A40LEADINGTRENDSINCRMJune13,2003AlejandroPicos,PrincipalBusinessTechnologyOfficeLatinAmericaSA-SU0050-030611-A41THREETOPICSFORTODAYCRM:Hypevs.realityWinnersareaddressingthreecoretrendsKeyactionstoaccelerateimpactSA-SU0050-030611-A42YEAR2000CRMCHALLENGES…•Real-timepersonalization•Limitlesscustomization•1-to-1relationships•Immediate,multi-channelinteractions•Automatedmarketingcampaigns•EndofBricks-and-MortarSA-SU0050-030611-A43…ANDYEAR2003CRMREALITIES•Recognitionandtailoredofferings•Boundedflexibility•Segment-basedmarketing•24-hourresponsetimes•Tech-facilitatedmarketing•Multi-channel(bricksandmortaraliveandwell)•Real-timepersonalization•Limitlesscustomization•1-to-1relationships•Immediate,multi-channelinteractions•Automatedmarketingcampaigns•EndofBricks-and-MortarSA-SU0050-030611-A44CRMDRIVINGSUPERIORRETURNSFORLEADINGFINANCIALPLAYERSCustomerexperiencemanagement•Branchsalesforceautomation•Websiteexperiencemanagement•CallcenteroptimizationCustomervaluemanagement•Segmentation•Customerlifetimevalue•Behavior/propensitymodelingAveragereturnAveragereturnAboveaveragereturnAboveaveragereturnSuperiorreturnSuperiorreturnBelowaveragereturntoshareholderBelowaveragereturntoshareholderIncreasingreturnsIncreasingreturnsIncreasingreturnsSA-SU0050-030611-A45•Overlyfocusedontrafficversusvalue•Unrealisticexpectationsforbehaviorchange•Overlyfocusedontrafficversusvalue•UnrealisticexpectationsforbehaviorchangeWHATSEPARATEDHYPEFROMREALITY?LimitedconsumeralignmentLimitedconsumeralignment•Testandlearntakestime•Fewskilledresourcestoleadeffort•Testandlearntakestime•FewskilledresourcestoleadeffortLargelearningcurveLargelearningcurveOverwhelmingamountofdataOverwhelmingamountofdataChallengingexecutionChallengingexecution•Massiveamountsofchannel/productlogdata•Complexlinkagestoofflinedatasources•Massiveamountsofchannel/productlogdata•Complexlinkagestoofflinedatasources•Over-investedintech,vs.peopleandprocesses•Muchmoretimeandresourcesthanpl...
