Collaboration Range Rover & Nespresso

DIGITAL & LUXURY

#richkidsofinstagram ⟶ #littlemoneybigfun (KFC)

#norolexnoporsche #norolexbigstories

Challenge to make known the # like ALS Ice Bucket Challenge

7 DIGITAL PRINCIPLES

1. Audience
2. Content and engagement
3. Ambassadors
4. Platforms (Fish where the fishes are but choose your bond and your fish)
5. The real world
6. Media & Commerce
7. DATA

IMPORTANT DEFINITIONS

CRM is about developing a relationship in which the customer stays. Make sure that a good relation stays good.

Retention is about changing the mindset of the customers who want to leave. Proposing something for the customer to stay (bank, phone).

Personalization is vital when developing a relationship with a customer that you demonstrate an understanding of who they are and what they are looking for from you.

Relevance is important to ensure that communications are not sent out in bulk. Spam e-mails from reputable companies are less common than they used to be as strategies have developed, but they certainly have not disappeared altogether and will not for many years

Value Chain: to create a compelling CRM strategy you need to have something compelling to discuss with your customers on a regular basis. This content needs to resonate with each customer and give them some form of added value. To do this effectively you need a content strategy, in digital luxury strategies.

Sympathizing: we cannot hope to understand how to build a compelling CRM strategy or how to retain customers if we don’t understand them. Insight and research are vital to understanding the needs, aspirations, beliefs and other factors that cannot be obtained purely through the data itself.

Digitalization: this has changed significantly in the last 10 years with the direct access to organizations that customers now have through social media.

Contact Frequency: this is a difficult principle to get right. How often do you contact your customers? Each customer may have a different opinion of this. Ultimately this comes down to what you have to say to them: if there is no value in what you are saying then you should not communicate with them. Never contact a customer just to meet a schedule you have built if you have nothing tangible to say. For example, monthly newsletters will be fine if you have news to provide. Daily cross-selling e-mails are highly unlikely to be popular for most companies.

Energizer: Something that can give energy to the brand, for instance the rabbit of Duracell.

COURSE

3 types of engagement:

LOW: TV, cinema, print, articles, …

MEDIUM: Search, website, retail, app, events

HIGH: Social networks, PR, Word of mouth

Some classical errors

Error of universalism: What applies to me or my surroundings does not apply to any other group of people, country, community, etc.

Error of knowledge: Do not expect others to know what I know.

Error of Ignorance: know and accept that you don’t know.

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