NEXT GENERATION CRM

PepsiCo Confidential
Brands should create content in a user-first world...
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Customer relationship management
(CRM)

is an approach
to manage a company's interaction with current
and potential customers.

It uses data analysis about customers' history

with the company
to improve business relationships
with customer specifically focusing
on customer retention and ultimately driving
sales growth.

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 CRM
What for?

• Strategies, processes, and policies used by businesses to build,

maintain, and maximize the long-term value of customer relationships.
• Helps businesses to understand and respond to customers’ changing
needs.
• Emphasizes positive, meaningful, and long-term communication and
interaction with customers.
• Involves the collection of customer information to draw conclusions
about the customer’s needs and wants as well as predict the
customer’s loyalty and value in the future
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 CRM
Goals
• To maximize the value and effectiveness of all customer touch points
• Touch points: All the opportunities that businesses have to connect with customers
and reinforce their brand value
• To provide outstanding service to customers & to maximize customer satisfaction
• To attract and retain loyal customers
• To cultivate and maintain positive, profitable and individualized relationships with
customers
• To gather and track information about customers & their needs for use in business
decision-making
• To develop products/services that meets customer expectations
• To increase business profit & to develop a competitive advantage

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 Consumer Touchpoints

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CRM Technologies
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Don't Listen To Your Customers - Do This Instead
Kristen Berman | TEDxBerlin

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Omni-Channel
An omnichannel approach puts the customer, not corporate silos, at the center of its strategy. It
acknowledges that mobile and social have enabled customers to not only quickly switch
between channels but actually use channels simultaneously.
Multichannel marketing describes interacting
with potential customers through several
channels. These could include both online
and offline platforms like social media,
landing pages, websites, mobile apps, direct
mail, radio, and print ads.
Every channel operates independently.
An omnichannel approach also involves
interacting with consumers via various
channels. But instead of having a unique
strategy for each channel, omnichannel
marketing focuses on creating an
integrated experience in real time.
Omni-Channel
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The Six V’s of Big Data

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 Data Types Consumer Data

Data for What?

Building a data-powered organisation for;

✓ better targeting
✓ optimising the creatives
✓ ensuring media effectiveness
✓ understading user journeys
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 CONSUMER DATA TYPES

Any information we ✓ Accurate, up-to-date, engaged

FIRST collect about consumers ✓ Low CPM

PARTY via our own properties,
✓ Ability to build picture of users
e.g. our websites, apps,
1P promotions. × Hard to scale

✓ Accurate
Data acquired via
SECOND ✓ The more 1P data we have, the more
another company/ data
FIRST
PARTY attractive we are to 2P partners
partner
PARTY
2P × Costs associated w/ partnership

✓ Scale our reach

Data which is purchased × Costly
THIRD from data market places.
Its like data a shelf.. × Not exclusive
PARTY
FIRST PARTY
× Low accuracy
3P
× Limited insights
PepsiCo Confidential
 Increasing focus of 1P Data in FMCG

Unilever’s $1 billion acquisition of Dollar

Shave Club in 2017 was in part to gain
access to the brand’s “unique consumer
and data insights.”

P&G Turkey youth loyalty

programme Banabak’s one of
the main goal was improving the
1st party data power of the
company.

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 Smart use of data to dramatise the story

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 What is Big Data and why does it matter?
Donna Green | TEDxSouthamptonUniversity

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