A UNIFIED CUSTOMER VIEW FOR TARGETED PERSONALISED CAMPAIGNS IT’S ALL ABOUT CUSTOMER EXPERIENCE Webinar - March 17, 2016 at 11:00 am – 11:45 am (IST) Veer Bothra Chief Innovation Officer netCORE Solutions Gagan Singla Chief Marketing Officer Angel Broking @veer @gagansingla copyright 2016. netCORE Solutions: For Internal Circulation Only

THINGS TO REMINDER Tweet Question Slides & Recording Use below hashtags and handle to tweet during the webinar @netcoresolution #netCOREWebinar #smartech #marketingautomation Please use the chat window to ask questions during the webinar You will get an email with slides and recording post webinar

THE AGE OF THE CUSTOMER Customer is CONNECTED, MOBILE, SOCIAL and INFORMED… Are easily TURNED OFF by MARKETING MISTAKES LEAVE CLUES – A trail of digital footprints BRAND CUSTOMER

TRENDING CHANGES IN INDIAN CUSTOMER Go to Croma, check price and buy online Sharing homework (and more) on WhatsApp Using Facebook almost entirely on mobile Paying bills online Skipping queues for all kinds of tickets Not relying on print or TV for the news Watching missed TV serials on YouTube Rural Bihar listening to mobile radio

DIGITAL ERA LEADS TO PERSONALISED MARKETING Hi Puja, Thank you for stopping by our website. Mass Marketing Segmented Marketing Personalised Marketing

WHAT ARE BRANDS LOOKING FOR? Streamlined digital communication, automated repetitive marketing tasks and delivering relevant and personalised customer experience. … the ability to create targeted cross-channel campaigns with automated triggered workflows. Cross-channel Automation Data-Driven Personalisation Unified View Of Customer

MULTIPLE MESSAGING CHANNELS ONE CUSTOMER: MULTIPLE DEVICES MULTIPLE MESSAGING CHANNELS SMSes Mobile Smart Watch Emails Automated Voice calls Tab ONE CUSTOMER - MULTIPLE DEVICES & MULTIPLE MESSAGING CHANNELS • Mobile • Tablet • Laptop • Smart Watch • Smart TV Smart TV Push Notifications Mobile is a Game Changer Laptop

ONE CUSTOMER: MULTIPLE DIGITAL CHANNELS & EMAIL IDs Mobile Email ID Cookie Token ID Facebook ID Twitter ID Aadhar Social Owned Social - Facebook, Twitter etc Owned - Website, Mobile App Advertising - Search, Display, Native, Video Advertising

MARKETING TEAMS AND DATA ARE SPLIT

WHAT IS A UNIFIED VIEW OF CUSTOMER A Unified Customer View is an aggregated, consistent and holistic representation of the data known by an organisation about its customers. Source: Wikipedia

CHALLENGES IN CREATING A UNIFIED CUSTOMER VIEW Capturing data Customer is split in to multiple IDs Campaigns are spread across different tools Integrating disparate datasets Linking different databases using a common handle

BENEFITS OF CREATING A UNIFIED CUSTOMER VIEW Customer receives relevant information Higher and better conversion rates Understanding customer needs and preferences leading to insight Greater life-time-value through cross-sell and up-sell Better retention

CROSS-CHANNEL MESSAGING Multi-channel works in a way where every channel is a silo Data-driven – Based on individual customer behaviour and context Derives Customer Preferences Messaging channel Language of message Time of day Day of week Cross-channel Automation Channel switching Intelligent decisions based on customer behavior Attribution problem Benefits Better Customer Experience Cost-saving

THE CUSTOMER AND THE MESSAGE Time dimension Real-time data Historical data (analyse past behaviour in order to better target and personalise future customer interactions) Context Intent Profile Translating intent into action

Use Case USE CASE 15 1. Provides Mobile number at time of purchase netCORE Smartech 1. Provides Mobile number at time of purchase Transactions 2. Create customer record Profile 10. Transaction data updated in the system 9. Goes to PoS and redeems the offer Web Activity PoS Customer Customer Master 3. Send offer SMS with a link to form. Enticing Customer to submit more information 4. Clicks on link and fills up mobile form (Fills details like Email, Physical address, Age etc.) 5. Profile info updated in the system 6. Goes to website and searches for LED TV 7. Does add to cart but doesn’t purchase it in next 3 days 8. Sends offer over email with a QR code 15

UNIFIED VIEW OF CUSTOMER 3. Lead form, Call Centre, SMS, Email 3. Customer Service 2. Engages on Web 4. Nurtured 2. Transacts 4. Analyze Pre-acquisition Post-acquisition Engage the prospect based on the digital footprint and interactions 1.Sees our ad 5. Re-engaged 1.Becomes customer 5. Re-engaged 6. Converts 6. Converts All customer interactions (emails, customer service centre, walk-ins) including the customer’s transactions are recorded and relevant promotions are made Leads are acquired from multiple channels – owned, advertising, social The entire lead data is stored against the customer details

USE CASE: PRE-ACQUISITION Lead Data 1. Provides Mobile no for becoming a customer 2. Lead record is created Transactions Profile 7. Goes to the website and finishes the transaction 8. Lead data is updated in the database Web Activity Prospect 3. However, the prospect does not get converted into a lead 4. Send emails. No action from the prospect 5. Prospect himself goes to website and searches for products again 6. Send follow up SMS highlighting why the product should be purchased

USE CASE: POST-ACQUISITION Customer Data 1. Opens a trading account and is a customer 2. Customer record is created Transactions Profile 77.Clicks on the link and provides referral 8. Customer is given the credit points App Activity Customer 3. Is a regular trader 4. Send promotion emails for referring others and earning credit 5. Opens the emails but does not click through 6. Send follow up SMS highlighting the benefits of the program

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