Sky_Customer Journey Mapping- 凯捷咨询Sky客户体验旅程设计管理咨询项目交付件之 Case Overview.pptxVIP

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2017-09-10 发布于江西
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Sky_Customer Journey Mapping- 凯捷咨询Sky客户体验旅程设计管理咨询项目交付件之 Case Overview.pptx

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Sky_Customer Journey Mapping- 凯捷咨询Sky客户体验旅程设计管理咨询项目交付件之 Case Overview

BSkyB Case Study February 2011 Laurence Buchanan Sky Business Drivers © 2009 Capgemini - All rights reserved 2 New competitors Sky Core Business Challenges Huge expansion of product mix Lack of business technology alignment on “customer vision” Customers “pulling content” and turning to new channels social networks Make sure your presentation is very visual and with limited text Focus your presentation on the content, i.e. client challenges/ what we delivered/ lessons learned, etc. and not on the process, e.g. number of phases, etc. Please send us your final draft on Tuesday, 22nd of February Sky current situation - It started with a Tweet (Tweet encapsulated business challenge) Guidelines Phase 1 – Social CRM benchmarking Capability Description / Benefits Best in Class Today How do Sky compare? Marketing Social marketing insights Improved insight into customer personas usage, identification of key social influencers and channels that customers are using. Social media marketing presence , engagement campaigns Reduce traditional advertising spend, improve measurability of campaigns, align digital marketing to traditional / offline campaigns to improve the effectiveness of both. Social event management Tap in to social buzz / multi-channel engagement around an event e.g. through use of Twitter hash-tags, SMS etc during a big event (e.g. #worldcup). Rapid social marketing response Rapid social marketing response to competitor offers and key events e.g. Competitor outage or social media storm. Sales Social sales insights Improved insight into customer buying behaviour. Drive social insight to customers and front line staff to improve lead generation / conversions / cross-sell / up-sell. Rapid social sales response Rapid social sales response to competitor offers and key events e.g. Competitor outage or social media storm. Social Commerce – Product reviews ratings Customer generated reviews, ratings recommendations. Social Commerce – Social graph viral reco