Customer-Centricity Unleashed: Transforming Businesses with LINE Tech

Transcript

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]
    

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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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