Programes de fidélité: Allez plus loin que son propre magasin

Les programmes de fidélité nouvelle génération ne peuvent plus se contenter de la forme classique "tu me donnes tes informations, tu consommes, et je te donne des promotions". De nouvelles formes de programmes sont en train de voir le jour, qui permette de maximiser le taux de générosité, tout en gardant ses marges.

L'objectif est d'utiliser sa base de données, sa connaissance client, afin de pouvoir proposer à des prestataires externes de générer du traffic dans leurs points de vente. Ainsi, Carrefour vient de lancer via sa carte de fidélité de nouveaux services, qui permettront à ses consommateurs d'accéder à des promotions dans d'autres établissements partenaires. On élargit ainsi la dimension de la carte de fidélité, mais surtout on accroit la valeur ajouté du service. Outre le taux de générosité propre à l'enseigne, qui est l'adéquation entre les ventes générées et les remises accordées, on propose des promotions hors de la consommation strict du consommateur.

Ainsi Carrefour vient de signer un partenariat avec Subway afin de proposer des promotions dans les restaurants sur présentation de la carte Carrefour. On se retrouve dans une situation gagnant gagnant où:

• Subway peut bénéficier du large nombre de consommateur possédant la carte Carrefour, et ainsi générer du traffic et des ventes.
• Carrefour augmente la valeur faciale de son programme, tout en ne perdant pas d'argent.

Cette stratégie est légèrement différente de celle des programmes de fidélisation multi enseigne, tels que le programme Smiles, permettant de cumuler des points avec la SNCF, Casino, ou encore la Caisse d'Epargne. En effet, dans ce système, les gains et les promotions sont mutualisés. Dans ce nouveau système, Carrefour garde entièrement le contrôle de sa base de données, et propose seulement de la valeur ajoutée pour son client.

Je pense que ce système est très intéressant. Et vous, qu'en pensez vous?

Mastering Evernote

I had an evernote account for quite a while but I have never really used it. Now, it sounds like it is a great service, but once again, I don't know much about it. I'd like to have some feedback about it, and how you use it.

So far, to be organized, I use three different system that gets combined at work:

• My email account: I used it as a feed of information/task to make. I range it in several categories, and for "less than 2 min tasks", I either do it right away, or keep the email opened until I finish it. I try to do thoses tasks in the very same day, most of the time at the end of the day, while it is calmer.
• My blackberry: I mainly use it for the calendar. Every tasks that has a due date, I put it in, and get an alarm. Like this, I am always up to date with it. I also use it to take some notes on the go, or take pictures.
• A notebook: I still use a notebook, especially while I am in meetings. Because I don't find proper (and a lot of people do), that I am typing everything on my blackberry (even though I am pretty fast and efficient in doing it). I use a sheet, where I write with my multicolor pen the different tasks I have on board. I use a multicolor pen to range them, and to categorize them. Using a multicolor pen also forces me to keep a simple category system, where I can only have 4 categories, which is easier to read through than dozens.

Know I have always in front of me my email account, this notebook with my checklist, and my blackberry. When I switch a task/note from one to another I delete it from the other one. For example, a meeting pops up on my email account, I delete the email and I note it into my calendar. The goal is not to have the same task on several device, because then it gets too complicated.

Once again, I wish evernote allows me to improve my system, yet I have to understand how.

And you how do you use evernote?

My Air France A380 Flight To New York: Premium Customer Experience

I have traveled a lot by plane to the US in my young career, as I have worked several times in the US. I got used to those long flights, and I got accustomed to it. But this, time, I had the opportunity to travel with the brand new A380 aircraft from Air France.

I knew the aircraft was great, but to be honest with you I did not expect anything special from this flight. Now there are a lot of very small details that made this flight pleasant and memorable:

• You can actually see with a video placed at the end of the aircraft the take off and the landing. This is very exciting and new to me.
• You have a large choice of multimedia activities: You don't have couple of movies but about twenty to pick from. You may start whenever you like the movie or stop it.
• About the Air France airline, the crew was very nice. The food was great, and we weren't charge neither for pillows, sheets, nor headphones (which is pretty rare nowadays).

From my prospective, I have never really cared about the airline before. I did not see really much difference. But the last time I traveled to the US, I traveled with Air India, and that has just been the worst experience ever. Poor service, the aircraft was obsolete, and it was just horrible. It was by far the cheapest, but to be honest with you, I'd rather pay twice as much not to deal with that.

Now I believe that Air France and this flight is a great customer relationship management case study. Air France might be expensive, but they provided superior customer experience, by providing all those little services that makes the difference. By trying to cut costs too much, you make customer experience bad, and the facial value of what you pay is very low.

Those little snacks, those little attentions might actually not cost you that much, especially while you consider the added cost you charge, but it has a high facial value, and this is the reason why it is worth doing it.

Cuts costs = lowering facial value, instead of higher pricing + extra services = high facial value, which leads to customer satisfaction, and ultimately customer loyalty.

I recommend you if you have the opportunity to fly with this Airbus A 380 of Air France, trust me, it is worth it.

Motivating Performance

Here is a video I founded on Loic Lemeur's blog. This is pretty amazing to see and to understand, especially if you manage people. Indeed, knowing the component of people's motivation will allow you to get the best out of them, and hence to achieve great performances.

Now the results are not really what you would expect...



Actually, you could also use the results of this study to apply it into your customer relationship management program. Your customers are people, and they don't necessarily only look after the cash back they could get for being loyal. Sometimes, some other kind of incentives are perceived more valuable that simple money.

Nespresso: A Great Retail Case Study From A Supplier

Nespresso is always considered as one of the best example of a customer oriented company. It is a successful story, thanks to three main keys:
· Its nespresso machines: They deliver the highest pressure on the market, which means it extracts the most flavors out of the capsules.
· Its communication: By choosing George Clooney as icon of the brand, they have been able to build strong brand equity. The smart George fits perfectly with the image the clientele aspires to be.
· Its customer relationship management strategy: In order to buy coffee for your Nespresso machine, you need to enrol their Nespresso club program. 100% of capsules are sold by Nespresso, either online, over the phone or in their stores.

Now Nespresso is a great company because their core business is producing coffee. Nestle has been one of the leading companies on the coffee market for years, and has an expertise in different kinds of food producing. But with Nespresso, in order to build a unique system, they had to create a unique retailing system as I have said that allows them to control 100% of its customer information.

Who can say it know it all from its customers? Nespresso might be the only one. And thanks to it, they have been able to build over the years a tremendous success.

Most impressing, they have been able to implement their CRM strategy even though due to their top of the line positioning, they have never spend a dime in specials nor promotions.

Now nespresso sees some new challengers appearing, with retail’s private label and other coffee producers entering the market, trying to dump the price of the pricy capsules. But Nespresso seems to be way ahead of its competition to be taking back.

Nespresso has really been a great idea, and once again, a great retailing case study.

Cashback and Customer Relationship Management

The cashback technique is very interesting on a customer relationship management point of view.

What Is Cashback?
A cashback website propose you to log in, and then to give you money back on e merchants sites while you purchase something. This is supposed to be a win-win-win situation:

• The company that sets a partnership with one of those sites gets leads and customers from it.
• The customer gets great deal on its purchase

The cashback site makes its living out of brokerage.

Here are the reasons why e merchants consider cashback:

• A cashback customer is supposed to purchase +20 to 30% than an average customer. This is the reason why brands are eager to get this target.
• Also they are 40% more to come back on the emerchant site after having made its first purchase.
• Some emerchants generate 30 to 40% of their business out of either cashback brokers, or other kind of referrals.
  
  Hence, cashback could be affiliate to multiple brand’s loyalty reward program. Indeed, thanks to a large portfolio of companies and industries using the program, you can have very interesting customer behaviour data.
  

On a CRM point of view, it is very interesting idea to check how one customer behave depending of the purchase he's aiming to make. Also, it creates an environment where you'll be able to leverage the other e merchants potential to get more customers.
Have you ever tried a cashback site?

De l'art de faire de la pub

Trouver sur le blog ici.

Insights of Promoted Tweets Users

Twitter have recently launched their advertising program, called "Promoted Tweets". The concept is that a company can create a tweet which will be displayed in Twitter account feeds. If the tweet is not retweeted, then it will be removed by Twitter.

The goal is hence to use the viral potential of Twitter, what they call "resonance", and also to secure users' privacy.

Now the system is at an early age, and I believe is quite original. econsultancy.com wrote an article about the first results of Twitter campaigns.

Airline Virgin America sold 500 tickets within three hours. Bravo TV used Promoted Tweets to generate 300 retweets and 200,000 impressions for an Earth Day marketing initiative. Red Bull, which is using Promoted Tweets to connect the company's Twitter account with athletes it sponsors, has seen "engagement rates...higher than typical cost-per-click and CPM advertising."

Now the article is quite critical about how effective these campaigns are, versus other media.

Virgin America sold 500 tickets as part of a promotion offering 50% off flights out of two airports in California. Question one: if Virgin America offered the same discount on its own website, would it have been able to sell 500 tickets too? My answer: probably. Question two: is such a promotion indicative of sustainable performance? Answer: no. More interestingly, Virgin America's VP of Marketing, Porter Gale, told Adweek that its involvement with the launch of Promoted Tweets created approximately $10m in 'media value' for the airline. As I've argued before, media value is a questionable metric at best and marketers often turn to it when they need to justify campaigns. In my opinion, it's a red flag whenever it's used.
For Bravo TV, it's unclear what the 300 retweets and 200,000 impressions did for the cable television network, and whether or not they contributed to the achievement of the goals associated with the broader campaign Bravo TV was using Promoted Tweets to support. For Red Bull, it's unclear what is meant by "engagement rates have been higher than typical cost-per-click and CPM advertising" since 'engagement', as it's commonly used in the social media context, is not something that CPC and CPM advertising is designed to facilitate in the first place.

Now you need to make your own opinion about it. I personally believe Promoted Tweets is quite interesting, and for companies that have already set up strong community management strategies and that owns popular Twitter accounts, it can't be a bad idea.

Now the question remains: Will this system bring Twitter enough revenues to be profitable? Good question. I don't actually know the segmentation potential of this program.

Packaging As A CRM Tool: Camembert's Case Study

You don’t think your packaging could serve your customer relationship management effort? In my opinion, the use of packaging for CRM purpose is underrated. Indeed, packaging is one of the main feature your customer will have a tangible contact with, and will have to see when he bought the product.

Some companies like Apple pay a lot of attention to make its packaging unique, as the unpacking process is among the strongest consumer experience momentum. Don’t you have in your mind a specific product you unpacked and that you felt special about it? The first time I bought an Ipod, I remember unpacking it, and feeling how special was the device, only buy the way it was packed.

Now the unpacking momentum is not the only reason why I believe that packaging is a CRM tool. Your packaging, is a part of advertising, as it is displayed to customer while shopping. You could use your packaging to:

• Invite your customer to get into your customer relationship program system, by proposing him to subscribe to a newsletter, or to order its loyalty reward card.
• Now, thanks to augmented reality, and codebar scanning, you may propose to your customer to access to information and content online thanks to a mobile Internet device.
• By proposing a coupon for next purchase
• Counting him the story of your products, and what make them special.
  

It doesn't really matter what kind of industry you are working with. Packaging matters. You can see above an example of a French camembert that proposes special coupons for those who would log on their website.

The Social Camembert, Beyond CRM
Now there are also extended possibilities, in order to turn your customers into advocates, and to create a strong relationship. Thanks to the stickybits system, anyone can stick a video linked to any barcode. For example, you take a picture of a barcode of any product, and you load a video attached to it, which will be seen by other shoppers/customers.




Do you have great examples of packaging that has been used for customer relationship management?

Best Buy Lands In Europe

Best Buy is obviously the leader of the electronic goods retail in the United States. It owned in 2009 22.2% of marketshares, and sold for about $50 billions.

Here are some of the key factors of success of Best Buy:

• A customer centric company: This is for sure one of the best CRM case study ever. They have implemented a strategy allowing them to leverage their salesforce insights, and to create different store concepts to suit the most the zone where they have picked to settle.
  Their store concepts: Best Buy doesn’t stop to try new store concepts, to be on top of the competition.

Customer service: Once again, they have created with the Geek squad a service which provides them with a legitimacy in the high tech world.

Best Buy To Face A Great Challenge
Now the biggest challenge is that Best Buy is entering new markets where the competition is already pretty tough with large companies. Also, the market is actually plummeting in Europe. Nevertheless, Best Buy has strong arguments to establish a strong presence in Europe.
Also, Best Buy has become strong thanks to its centralized approach. They control everything, and everything is standard. But in Europe, you have great differences from a country to another, in terms of culture, customer decision making process, or even product range. This implies to have more flexibility to adapt to the local demand.

Especially, I believe they should focus a lot on creating a great ecommerce website as they have in the US to make sure to have a competitive advantage. Indeed, not so much electronic goods retailers have been able to make the best of both their online and retail presence.

I believe that thanks to their customer centricity strategy they will be able to face the competition. Let’s not forget that in 2003 when they have set this new strategy, Best Buy was struggling against Wall Mart which was cutting the prices. In order to get out of this negative spiral, they have decided to focus on customer service, providing essential extras Wall Mart would not.

Best Buy To Make Acquisitions In Europe?
It is probable to move fast in the market that Best Buy will be eager to make an acquisition, or at least a partnership.

• We have already discussed on this blog that Carrefour is looking for a partner to boost its ecommerce strategy.
• PPR’s retails Fnac and Conforama are in the market.
• Even Darty would be a potential acquisition, as Best Buy is way bigger than them.
• We have seen that Best Buy was thinking about buying Pixmania...
  

I am glad as a customer that Best Buy is coming into Europe. Now the task is tough, and it will be interesting how they’ll be able to breakout while the market is already so tough. What do you think about it?

Deezer crée Soundeezer

Deezer, la société française offrant d'écouter en ligne les titres de sa bibliothéque numérique vient de lancer un nouveau service, Soundeezer.

La technologie de Deezer permet,outre d'accéder à vos titres préférés via un moteur de recherche, de créer des playlists adaptés à vos goûts musicaux.

Ainsi Sébastien Naji, directeur général adjoint de Deezer vient d'annoncer dans le magazine de la grande distribution LSA la création d'un nouveau service, qui ambitionne de compter pour 15% du chiffre d'affaires de la société d'ici un an.

Soundeezer permettra aux enseignes et marques qui le souhaitent de créer leurs prorpes playlists pour leurs point de vente. Outre le fait que ces playlists soient adaptés à la clientèle et au positionnement de la marque, il permettra aussi d'insérer les messages spécifiques tels que des jingles ou des publicités.
D'un point de vue stratégie relation client, le marketing sensoriel, et encore plus sonore, permette d'améliorer sensiblement l'expérience shopper, mais aussi de renforcer l'image de l'entreprise auprès des consommateurs. Je n'ai pour l'instant d'informations sur les tarifs proposer, mais le gait que Deezer est déjà Mc Donald's et ses 1 161 restaurants comme premier client n'est qu'un gage de réussite.
J'aime beaucoup cette information pour 2 raisons:

• Il est très intéressant de voir une start up française réussir aussi bien. Surtout que dans le domaine du téléchargement musical, beaucoup d'autres sociétés se sont frottées aux majors sans grand succès. Le concept est très bon et je suis sûr qu'il serait exportable facilement, si ce n'est pas déjà le cas.
• J'aime beaucoup la manière dont Deezer diversifier son modèle économique. En effet, Deezer joue sur son expertise, la musique on demand, afin de conquérir de nouveau marché. Ainsi ils ont une vrai légitimité, et transmette leurs savoirs faires à d'autres secteurs d'activité.

Je souhaite à Deezer bonne chance dans cette nouvelle aventure.

Is Facebook a SEO Tool?

This is a question I have seen recently on another blog I don't recall. Hence, Facebook is now the 2nd most popular website in the world after Google, and yet no one actually talks about potential lead generation thanks to FB.

Facebook drains millions of people everyday on its website, and of course it proposes an adertising program which could help you generate traffic. As a matter of fact, about a year ago, a friend of mine made a try, and has been surprisingly happy about the number of people who saw the ad. Now, it was very limited in terms of return on investment.

In a near future Facebook aspires to become the center of someone's'internet activity and therefore, it will be more and more prohiminent in the internet traffic generation.

I believe it is a very important tool to generate traffic, even though it is not used at its full potential yet.

And you, what do you think about it?
Sent from my BlackBerry® wireless device

Les nouveaux résultats du Relationship Score sont sortis

Le Relationship score est un outil mis en place par l'AACC depuis plusieurs années (création en 2004) afin d'évaluer les efforts et la qualité de la relation client des entreprises en France. Ainsi plus de 160 entreprises ont été nôtées dans 20 secteurs d'activité différents.

Cette étude est issue d'un questionnaire de 30 questions, composé d’items retraçant les expériences concrètes des clients de chaque marque ou enseigne. Aussi elle note:

 «L’Empathie» mesure de manière réciproque la force du lien entre le client et le

prestataire de services (attachement, recommandation)

 «La Proximité» concerne la personnalisation et la prise en compte des besoins

individuels (Connaissance du client / Personnalisation / Ecoute)

 «La qualité de service / le SAV» regroupe la qualité de la gestion des

réclamations et des problèmes ainsi que l’après-vente.

 «Les Informations-Conseils» couvrent l’information/communication ainsi que la

politique d’aide/conseil

 «Le Sentiment d’être traité comme un bon client» traduit la perception d’être

globalement un client privilégié

Et ceci pour différents types d'industries:

• La distribution
• Le E commerce
• La banque/assurance...

Cette initiative est très forte, car elle montre les efforts que peuvent mettre en oeuvre les sociétés afin d'améliorer leur stratégie CRM. Ce qui est

Pour en savoir plus, vous pouvez vous rendre ici, ou bien télécharger le document ici.

Cette étude montre les variations dans le temps entre les différents classement des différentes années. Maintenant, il serait intéressant de voir qu'est ce qui a pu influer sur ces variations.

Notamment, est ce que les efforts de certaines marques dans les média sociaux ont permis d'acquérir un avantage, ou même quels sont les best practices pour améliorer ces scores. Ainsi l'empathie pour une marque peut s'apprécier fortement si la marque établit une relation via Twitter, Facebook ou un blog. De même, les informations conseils peuvent prendre une autre dimension via ces médias.

Cette étude annuelle reste l'un des meilleurs outils d'évaluation des stratégies de relation client.

VRM: When Customers Control The Relationship

I have wrote a lot on this blog about Vendor Relationship Management (VRM). This topic fascinating me. Because it goes beyond the marketing one to one concept. Already, while this One to One concept came up, the idea was that brands were not controlling the relationship as they used to, as markets were maturing and customers were becoming more and more difficult to reach.

But VRM is the idea that customers will be the ones that dictates when you will be able to access them. CRM mag has recently published an article about VRM.

Actually, Twitter and sales uses of Twitter reflects VRM: The customer follows and speak to the brand in order to get information about a product, and finally buys it. very interesting topic.

Ipad As A Customer Relationship Management Tool

The Ipad is a unique device which can't be compared to any of what we know so far. More even than the Iphone (as other smartphones allowed you to navigate on the web or to acting like multimedia players), the Iphone will change the way people interact with computers and Internet.

As Steve Jobs explained, this is a totally new way to experience media. And consumers are still figuring out the best way to make the best out of the device. Now Ipad allows companies to create their own applications. It will be very interesting to see how you can create your own application as a company to make the best out of the device.

Of course the Ipad is not a mass market product yet, and might never become, but it might be a great marketing tool to establish a strong customer relationship management program. Hence, if you are Air France, Louis Vuitton, Nespresso or other premium brands, you might find a way to develop great apps.

Do you have any ideas of apps a brand could develop? Do you ave examples?

Klout.com : Evaluating Twitter Users

New tools to evaluate your social media emerges, and this is great news for CRM managers. I have heard about Klout not so long go, actually while reading my Twitter feed.

What is interesting with clout is to understand how they have ranked these users. Actually, I believe that it is the very first time I see such a detail analysis of a Twitte account. I am sure that community managers will be able to use this tool to measure performances of their activities. Actually I think that the Klout analysis is pretty accurate in term of important information to follow.

What is a Klout Score?

The Klout Score is a numerical representation of the size and strength of a person's sphere of influence on Twitter. The scores range from 1-100 with higher scores representing a wider and stronger sphere of influence. The size of this sphere is calculated by measuring true reach (engaged followers and friends vs. spam bots, dead accounts, etc.). Strength of influence is calculated by tracking interactions across your social graph to determine the likelihood of someone listening to or acting upon any specific message.

We believe that influence is the ability to drive people to action -- "action" might be defined as a reply, a retweet or clicking on a link. We perform significant testing to ensure that the average click-through rate on links shared is highly correlated with a person's Klout Score. The final Klout Score is a representation of how successful a person is at engaging their audience and how big of an impact their messages have on people.

How is Klout Calculated?

The Klout Score is derived from measuring 25+ variables in the following categories:

True Reach -- This is the size of your engaged audience. This number will be smaller than the number of followers you have because we subtract spam followers and inactive accounts. Klout calculates influence for each individual relationship, so we also subtract the people who you have little influence over. For example, if you are followed by a person who follows 5,000 other people and you two have never interacted, share very few common friends, and generally don't tweet about the same topics, it's likely that your tweets are barely seen by this person, and you probably have little to no influence over them. On the other hand, if a person takes the time to put you on a Twitter list, it means they really value the content you produce, and will increase the influence you have over them.

True Reach is broken into the following subcategories:

• Reach
  • Are your tweets interesting and informative enough to build an audience?
  • How far has your content been spread across Twitter?
  • Are people adding you to lists and are those lists being followed?
• Demand
  • How many people did you have to follow to build your count of followers?
  • Are your follows often reciprocated?

Factors measured: Followers, Friends, Total Retweets, Follower/Follow Ratio, Followed Back %, @ Mention Count, List Count, List Followers Count.

Amplification Ability -- This is the likelihood that your message will generate retweets or spark a conversation. The ability to create content that compels others to respond, or increase the velocity of content so that it spreads into networks beyond your own is a key component of influence.

Amplification Ability is a composite of the following subcategories:

• Engagement
  • How diverse is the group that @ messages you?
  • Are you broadcasting or participating in conversation?
• Velocity
  • How likely are you to be retweeted?
  • Do a lot of people retweet you or is it always the same few followers?
• Activity
  • Are you tweeting too little or too much for your audience?
  • Are your tweets effective in generating new followers, retweets and @ replies?

Factors measured: Unique Retweeters, Unique Messages Retweeted, Follower Retweet %, Unique @ Senders, Follower Mention %, Inbound Messages Per Outbound Message, Update Count.

Network Score -- This is a measurement of how influential the people who retweet, @ mention, list and follow you. Each time a person performs one of these actions it is a testament to your authority and the quality of your content. Capturing the attention of influencers is no easy task, and those who are able to do so are typically creating spectacular content. The more influential the people who retweet, @ mention, list or follow you, the higher your Network Score will be.

Network Score looks at the Klout score of each person who interacts with you to determine:

• How influential are the people who @ message you?
• How influential are the people who retweet you?
• How influential are the people who follow you?
• How influential are the people who list you?
• How influential are the people who follow the lists you are on?

The 25+ variables used to generate scores for each of these categories are normalized across the whole data set and run through our analytics engine. After the first pass of analytics, we apply a specific weight to each data point. We then run the factors through our machine-learning analysis and calculate the final Klout Score.

Klout Score

The Klout Score is a representation of a person's overall influence. This number is generated through analysis of over 25 different variables and ranges from 1-100, with 100 being the most influential.

Reach

• Followers
  230
• Total Retweets
  0
• Friends
  79

Demand

• @ Mention Count
  2
• Follower/Follow Ratio
  1.78
• Followed Back %
  61 %

Engagement

• Follower Mention %
  1 %
• Inbound Msgs Per Outbound Msg
  0.05
• Unique @ Senders
  2

Velocity

• Unique Messages Retweeted
  0
• Unique Retweeters
  0
• Follower Retweet %
  0 %