Kering Sa · EURONEXT:KER
Kering Sa — Investor Day (2019)
17 slides from Kering Sa's investor day presentation, 2019
Slide 1: Client Experience, CRM & Data
CLIENT EXPERIENCE, CRM & DATA
Slide 2: Summary
SUMMARY 1. INTRODUCTION 2. CUSTOMER CENTRICITY 3. DATA-POWERED CLIENT ADVISOR 4. PERFORMANCE ORIENTED 5. WHAT’S NEXT CLIENT EXPERIENCE, CRM & DATA 2
Slide 3: 4 main opportunities when addressing our clients
4 MAIN OPPORTUNITIES WHEN IT COMES TO ADDRESSING OUR CLIENTS More than 60% Address Millennials according to their expectations M I L L E N N I AL S >60% of our customers of personalization, authenticity, omnicanality are Millennials and instantaneity More than 30% Enchant the experience for our Chin
Slide 4: Our CRM transformation started in 2017 and we are accelerating
OUR CRM TRANSFORMATION STARTED IN 2017 AND WE ARE ACCELERATING TRANSITION CONSOLIDATION ACCELERATION OMNICHANNEL 2017 2018 2019 2020 Salesforce rollout CRM Factory Data & Analytics TWO NEW CENTRAL TEAMS CRM FACTORY DATA & ANALYTICS 1 CRM campaign industrialization 1 Data quality 2 Performance report
Slide 5: Our value proposition
OUR VALUE PROPOSITION 1 2 3 CUSTOMER DATA-POWERED PERFORMANCE CENTRICITY CLIENT ADVISOR ORIENTED • Customer knowledge – 360° • Clienteling app LUCE • Customer interaction performance customer view measurement • Chinese-specific use cases • Omnichannel & personalized • Personalization for more journe
Slide 6: We are building our 360° view collecting and cross-matching our data sources
WE ARE BUILDING OUR 360 ° VIEW COLLECTING AND CROSS -MATCHING OUR DATA SOURCES 1 CUSTOMER CENTRICITY / 360° CUSTOMER VIEW 13.8M transactions in 2018 470M* emails sent 3M* tasks sent to 11% of which ecommerce incl. 3M* through Client Advisors Salesforce journeys Transaction data Store interaction dat
Slide 7: Committed to delivering personalized omnichannel experience to our customers
WE ARE COMMITTED TO DELIVERING PERSONALIZED OMNICHANNEL EXPERIENCE TO OUR CUSTOMER 1 CUSTOMER CENTRICITY / OMNICHANNEL PERSONALIZED ACTIVATION ILLUSTRATION OF OUR DATA USE CASES ALONG THE MARKETING FUNNEL Refine audience Drive qualified Trigger a Trigger a Client targeting based traffic through welc
Slide 8: Example of a personalized & omnichannel journey
EXAMPLE OF A PERSONALIZED & OMNICHANNEL JOURNEY 1 CUSTOMER CENTRICITY / OMNICHANNEL PERSONALIZED ACTIVATION OBJECTIVE Inform the client throughout the item repair lifecycle CUSTOMER JOURNEY CLIENT TYPOLOGY TOUCHPOINTS Ecommerce Retail Store Website Email Wechat SMS COMPLETION ITEM ITEM COMPLETION OP
Slide 9: Client profile deduplication management is a critical enabler
CLIENT PROFILE DEDUPLICATION MANAGEMENT IS A CRITICAL ENABLER 1 CUSTOMER CENTRICITY / DATA QUALITY POSSIBLE REASONS LEADING TO DUPLICATION CHALLENGES • Name misspelled when entering client in the database • Recognize VIP customers as such • Not checking the existence of a customer before creating •
Slide 10: Data-powered Client Advisor: CRM capabilities brought to the Client Advisor
DATA-POWERED CLIENT ADVISOR 2 DATA-POWERED CLIENT ADVISOR CRM CAPABILITIES BROUGHT TO THE CLIENT ADVISOR EVENT MANAGEMENT CUSTOMER CAPABILITIES KNOWLEDGE To follow when clients Collected from all online have been invited to an & offline interactions event and attended the event (incl. interests) TAS
Slide 11: LUCE, a smart app to support Client Advisor activities
LUCE, A SMART APP TO SUPPORT CLIENT ADVISOR ACTIVITIES 2 DATA-POWERED CLIENT ADVISOR / CLIENTELING APP LUCE OBJECTIVES • Activate and nurture the customer relationship by empowering the Client Advisor • Collect actionable data and enable real-time informed decisions • Generate additional sales thank
Slide 12: LUCE, a smart app to support Client Advisor activities: Bottega Veneta use case
LUCE, A SMART APP TO SUPPORT CLIENT ADVISOR ACTIVITIES 2 DATA-POWERED CLIENT ADVISOR / BOTTEGA VENETA USE CASE BENEFITS • User-friendly experience • Exhaustive functionalities • Empowering approach FEB 18 MARCH 19 DEC 19 CHALLENGES • Change management Launch Global rollout complete LUCE Store Manage
Slide 13: Specificities when addressing Mainland Chinese clients
SPECIFICITIES WHEN ADDRESSING MAINLAND CHINESE CLIENTS 2 DATA-POWERED CLIENT ADVISOR / CHINESE-SPECIFIC USE CASES NextGen’s account for a large Acknowledge this segment’s values, adjust our strategy NEXTGEN* part of our new Mainland & execution throughout the path of purchase Chinese customer base I
Slide 14: Our WeChat roadmap started in 2017, now deepening the practice
OUR WECHAT ROADMAP STARTED IN 2017, WE ARE NOW DEEPENING THE PRACTICE WHILE LEVERAGING ON GLOBAL ACCELERATION W E C H AT AW AR E N E S S S O C I AL C R M D E E P E N I N G P R AC T I C E E N H AN C E D P E R S O N AL I Z AT I O N & AC T I V AT I ON & S OC I AL C OM M E R C E & P E R S ON AL I Z AT I
Slide 15: Measuring the efficiency of our marketing activities is key to better performance
MEASURING THE EFFICIENCY OF OUR MARKETING ACTIVITIES IS KEY TO A BETTER PERFORMANCE 3 PERFORMANCE ORIENTED / CUSTOMER INTERACTION PERFORMANCE MEASUREMENT We aim at measuring the efficiency of all our actions to assess impact on customer experience, revenue generation, cost efficiency A/B TEST CONTRO
Slide 16: We want to be the most relevant when addressing our clients
WE WANT TO BE THE MOST RELEVANT WHEN ADDRESSING OUR CLIENTS 3 PERFORMANCE ORIENTED / PERSONALIZATION FOR MORE ENGAGEMENT & PERFORMANCE LIVE SINCE FEBRUARY CUSTOMER INTELLIGENCE “EXPLORERS GIFTING PROGRAM 2019” TO PUSH THE BEST OFFER, TO THE MOST • Trigger Explorer’s repeat purchase What? INTERESTED
Slide 17: What's coming next
WHAT’S COMING NEXT 1 2 CONVERSATIONAL MARKETING SYSTEMATIC SATISFACTION MEASUREMENT Going full speed with conversational Get close loop from customers after each key moment platforms and life service app with the brand at every touchpoint to optimize (WeChat, Weibo, Line, What’s App, FB Messenger, e