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Customer-Centricity Unleashed: Transforming Businesses with LINE Tech

Customer-Centricity Unleashed: Transforming Businesses with LINE Tech

LINE Developers Thailand

September 27, 2023
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  1. Customer-Centricity Unleashed:
    Transforming Businesses with LINE Tech

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  3. • Customer Centricity Demystified
    • Using LINE to be Customer Centric
    • Case Studies
    Agenda

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  4. Customer Centricity
    Demystified

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  5. Customer-Centric
    Business Transformation
    COLLECT
    ANALYZE
    UTILIZE

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  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

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  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

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  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

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  9. RFM Analysis
    ซื้อเยอะ
    ซื้อบ่อย
    เพิ่งมาไม่นาน

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  10. Utilize
    THINGS TO CONSIDER
    AWARENESS
    They gotta know about it
    ATTRACTIVENESS
    It’s gotta be interesting
    ACTION
    What should do now?

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  11. Utilize
    WHAT TO FOCUS ON
    Revenue
    =
    [#Customers] x [Ticket Size] x [Ticket Counts]

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  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

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  13. Using LINE
    to be Customer Centric

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  14. Why LINE ?

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  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)

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  16. X
    How we’re using Customer-Centric approach
    to transform businesses through LINE

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  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

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  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

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  19. Collecting Method
    LINE CERTIFIED PROVIDER
    Allowing end-users to seamlessly add
    friend and for developers to collect data
    to identify customers

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  20. Collecting Method
    LINE AUTHENTICATION
    Allowing end-users to log-in without the
    cumbersome experience of typing and
    remembering username and password

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  21. Collecting Method
    LINE LIFF
    Enabling rich experiences to gather
    additional information
    - Membership
    - Delivery
    - Transactions (integrating with POS
    and ordering)
    HATO DELIVERY
    HATO CRM

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  22. Collecting Concerns
    PDPA and Privacy
    - Getting customers Consent
    - Make sure they want will be
    collected and why

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  23. Collecting Concerns
    EASE of Entering information
    - Clear affordance
    - Not to long
    - Proper size (based on human
    interface guideline)

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  24. Collecting Concerns
    CLEAR BENEFITS
    - What’s in it for me!
    - Why do I need to give out the
    information

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  25. Analyzing Data
    Using Customers Segmentation &
    Power BI
    - RFM
    - Daypart
    - Day of Week

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  26. Utilizing Method
    FLEX Messages
    - Coupons
    - Communication
    - Transactional messages

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  27. Utilizing Method
    LIFF Engagement
    - Recommended Items
    - Developing New Services

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  28. Utilizing Method
    Find new audience leveraging LINE
    users information, such as Facebook
    custom audience and lookalike

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  29. Case Studies

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  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

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  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

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  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

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  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

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  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

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  35. Let’s Wrap

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  36. Collecting Data
    WHAT TO COLLECT
    ● What to collect: Profile, Behaviors, Relationship
    ● How to collect: First party, Second Party, Third Party

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  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

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  38. Utilize
    THINGS TO CONSIDER
    AWARENESS
    They gotta know about it
    ATTRACTIVENESS
    It’s gotta be interesting
    ACTION
    What should do now?

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  39. Utilize
    WHAT TO FOCUS ON
    Revenue
    =
    [#Customers] x [Ticket Size] x [Ticket Counts]

    View Slide

  40. Customer-Centric
    Business Transformation
    COLLECT
    ANALYZE
    UTILIZE
    ● LINE Certified Provider
    ● LINE Authentication
    ● LINE LIFF
    ● Customers
    Segmentation
    ● Flex messages
    ● LIFF

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  41. Thank you!

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