Customer-Centricity Unleashed: Transforming Businesses with LINE Tech

Transcript

1. Customer-Centricity Unleashed: Transforming Businesses with LINE Tech
3. • Customer Centricity Demystified • Using LINE to be Customer Centric • Case Studies Agenda
4. Customer Centricity Demystified
5. Customer-Centric Business Transformation COLLECT ANALYZE UTILIZE
6. Collecting Data WHAT TO COLLECT PROFILE WHO YOU ARE BEHAVIORS WHAT YOU DO RELATIONSHIP CLOSENESS Age Gender Location LINE UID Phone number Address Mobile Platform Acquisition platform Transactions Item orders Ticket Size Ticket Counts Value per customer Location of purchase Daypart Viewed Menu (future) Campaign Participated campaigns View Campaigns Customers Status Membership Status Recency of visits
7. FIRST PARTY OWNED BY YOU SECOND PARTY OWNED BY PARTNERS THIRD PARTY AGGREGATED DATA Loyalty Program Customers Feedback POS Transactions Form Answers • Data purchased from brokers • Social media data collected by analytics companies • Demographic data from census • Online behavioral data collected by ad networks • Location data from GPS and mobile apps used for geotargeting. • Credit scoring data provided by credit reporting agencies. Data exchange between companies to enrich each other’s data Collecting Data HOW TO COLLECT
8. Analyzing Data Basic • Relationship Status: Tiers, New Customers, Lagged Customers • Spending Volume: High spenders, Low Spenders.. • Key Item purchased: Buffet, Pound Cake • Daypart: Breakfast, Lunch, Dinner, Refresher • Locations • Channels: Pick-up Delivery Advanced • Clustering • Predictive • RFM
9. RFM Analysis ซื้อเยอะ ซื้อบ่อย เพิ่งมาไม่นาน
10. Utilize THINGS TO CONSIDER AWARENESS They gotta know about it ATTRACTIVENESS It’s gotta be interesting ACTION What should do now?
11. Utilize WHAT TO FOCUS ON Revenue = [#Customers] x [Ticket Size] x [Ticket Counts]
12. Utilize WAYS TO UTILIZE #CUSTOMERS MORE CUSTOMERS! TICKET SIZE THEY BUY MORE TICKET COUNTS THEY COME OFTEN • Create a Facebook lookalike audience • Create code to track conversion • Limited-time Coupons • Loyalty Program • Channel Expansion • Promote off-peak hours • Drive other occasions • Customers Service • Special Events • Upselling • Bundling • Loyalty Program • Promote High-Value items • Pairing • Dessert • Sizing • Limited-time offer • Premium option
13. Using LINE to be Customer Centric
14. Why LINE ?
15. LINE is the ultimate tool for Customer-Centric business transformation • Users Base (collect & utilize) • Seamless data collection (collect) • Rich ways to engage with customers (utilize) • Can target individuals rather groups (analyze & utilize) • Cost Effectiveness (utilize)
16. X How we’re using Customer-Centric approach to transform businesses through LINE
17. X HATO CRM HATO DELIVERY HATO DINE-IN “Empower Restaurants to delight customers and grow their businesses” Own-Delivery Channel Restaurant Ordering Sales Channels Loyalty & Analytics
18. Customer-Centric Business Transformation COLLECT ANALYZE UTILIZE HATO DELIVERY HATO DINE-IN HATO CRM HATO DELIVERY HATO DINE-IN HATO CRM POWER BI HATO CRM
19. Collecting Method LINE CERTIFIED PROVIDER Allowing end-users to seamlessly add friend and for developers to collect data to identify customers
20. Collecting Method LINE AUTHENTICATION Allowing end-users to log-in without the cumbersome experience of typing and remembering username and password
21. Collecting Method LINE LIFF Enabling rich experiences to gather additional information - Membership - Delivery - Transactions (integrating with POS and ordering) HATO DELIVERY HATO CRM
22. Collecting Concerns PDPA and Privacy - Getting customers Consent - Make sure they want will be collected and why
23. Collecting Concerns EASE of Entering information - Clear affordance - Not to long - Proper size (based on human interface guideline)
24. Collecting Concerns CLEAR BENEFITS - What’s in it for me! - Why do I need to give out the information
25. Analyzing Data Using Customers Segmentation & Power BI - RFM - Daypart - Day of Week
26. Utilizing Method FLEX Messages - Coupons - Communication - Transactional messages
27. Utilizing Method LIFF Engagement - Recommended Items - Developing New Services
28. Utilizing Method Find new audience leveraging LINE users information, such as Facebook custom audience and lookalike
29. Case Studies
30. Acquire new customers with Ads getfresh story • Promote the campaign on facebook • Take customers directly to LINE LIFF • Use Code: HGFCARES for tracking the conversion in Hato Hub
31. Funnel of this campaign getfresh care campaign AWARENESS Know about getfresh CONSIDERATION Look at menus ACTION Buy • LINE Certified Provider • LINE Authentication • LINE LIFF • Promo Code
32. Increasing friends with LINE Membership Lucky Suki • Piloted Loyalty program using LINE platform • Able to gain more than new friends 24,000 in about 3 months • Most customers do not block the OA as there are clear benefits
33. New Sales Channel with LINE LIFF Baimiang story • Create a brand-new storefront with seamless experience • Results in an increase in sales of 20-30% from the previous traditional web experience
34. Increasing Sales with Flex Messages Baansomtum Story • Creating coupons based on past customers preferences and behaviors • Drive the increase the sales 19% from the previous month
35. Let’s Wrap
36. Collecting Data WHAT TO COLLECT • What to collect: Profile, Behaviors, Relationship • How to collect: First party, Second Party, Third Party
37. Analyzing Data Basic • Relationship Status: Tiers, New Customers, Lagged Customers • Spending Volume: High spenders, Low Spenders.. • Key Item purchased: Buffet, Pound Cake • Daypart: Breakfast, Lunch, Dinner, Refresher • Locations • Channels: Pick-up Delivery Advanced • Clustering • Predictive • RFM
38. Utilize THINGS TO CONSIDER AWARENESS They gotta know about it ATTRACTIVENESS It’s gotta be interesting ACTION What should do now?
39. Utilize WHAT TO FOCUS ON Revenue = [#Customers] x [Ticket Size] x [Ticket Counts]
40. Customer-Centric Business Transformation COLLECT ANALYZE UTILIZE • LINE Certified Provider • LINE Authentication • LINE LIFF • Customers Segmentation • Flex messages • LIFF
41. Thank you!