2015 Supply Chain Management for Efficient Consumer - ecr-uvt

2015 Supply Chain Management for
Efficient Consumer Response
Conference
© SCM 4 ECR Conference 2015
1
The New Challenges of Digital
World:
Consumer Engagement in SUPPLY
CHAIN MANAGEMENT
for
Efficient Consumer Response
Virgil Popa
Monica Căpraru
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2
Agenda:
1. Theoretical Elements
2. Case Study
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3
1.Introduction in theoretical elements
1.1. SHOPPER MARKETING
Shopper Marketing
The concept of collaboration was institutionalized in
the mid-1990’s with the “Efficient Consumer
Response” (ECR) movement, which sought to establish
consumer understanding as the foundation for improved
demand management and supply chain efficiency.
But while ECR’s mission has always been to improve
consumer value and choice at the store level, its attention
to reduced costs and streamlined processes has had a
debatable impact on marketing and merchandising
innovation.
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Virgil Popa
6
• Customer Marketing is revolutionary next step in strategic
marketing and retail marketing is actually a mandatory
component of the consumer in general.
• Customer Marketing has emerged in recent years as a
breakthrough in the evolution of communication concept
consumer products as manufacturers and retailers have
identified a growing need to influence shopping experience.
• “Customer Marketing is the use of marketing and
merchandising initiatives to meet the needs of buyers targeted to
enhance the shopping experience and improve business results
and brand equity for retailers and manufacturers."
Shopper marketing
The Shopper Solution Value Equation
Shopper
Brand
relevance
Occasion
relevance
Shopper
solutions
Manufacturer
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Barter value
Virgil Popa
Retailer
8
Shopper Marketing
The Shopper Marketing refers to the stimuli
encountered and perceptions created in bricksand-mortar stores, as well as retail websites and
other e-commerce formats. But it goes well beyond
such transactional occasions to encompass all activity
along the path to purchase designed to influence brand
awareness and preference, store selection, consideration,
in-store experience and, ultimately, post-purchase
evaluation.
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Virgil Popa
9
Big Data
Social media, from Facebook to Twitter to Pinterest to
the product reviews on e-commerce websites, empowers
customers to sound off about products, good or bad, even as it
offers marketers a way to strengthen customer relationships. Given
the proliferation of channels, devices and information,
expectations among Generation C customers - the “C” for
connected - are changing.
Mobile and social channels are key drivers in the big data
phenomenon that confronts marketers. In fact, dealing with the
“data explosion” was the top challenge cited by CMOs surveyed by
IBM, followed by social media and the growth of channels and
mobile devices.
© SCM 4 ECR Conference 2015
Virgil Popa
10
Connecting with the
Chief Executive Customer !
The pressure is intense, the scope of the challenge
unprecedented. Connected customers using mobile devices and
social media across a growing array of channels are among the
converging forces that are unleashing torrents of real-time data that
can either sink the marketing team or hold the keys to success.
The mandate to meet the rising expectations of customers
and uncover new sources of value through engagement is not
unique to the marketing function. Marketing leaders are uniquely
positioned to develop customer insights and drive a more
relevant and consistent customer experience across the entire
value chain, from procurement and supply chain to sales, service
and support.
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Virgil Popa
11
1.2. OMNI-CHANNEL & DIGITAL
TRANSFORMATION
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Virgil Popa
12
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Virgil Popa
13
ORGANIZATIONS MUST MOVE FROM MULTI-CHANNEL
TO OMNI-CHANNEL
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Virgil Popa
14
OMNI-CHANNEL RETAILING: WHEN IT
BECOMES A COMMODITY, WHAT THEN?
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Virgil Popa
15
Omni-channel Retailing
• Omni-channel Retailing is catching on fast across the
customer landscape, as retailers are realizing the
potential of new models and the inevitable end of
retailing as we have known it. The industry has
evolved across single-channel, multi-channel, and
now on to omni-channel retailing.
• Today’s customer expects a convenient experience and
the objective of retailers has been to create a seamless
experience across all touch-points.
• The rate of technology change has ushered in a
revolution, with new and existing retailers constantly
disrupting the play through innovative offerings.
© SCM 4 ECR Conference 2015
Virgil Popa
16
© SCM 4 ECR Conference 2015
Virgil Popa
17
The Zero
Moment of Truth
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Virgil Popa
18
Traditional 3-Step Mental Model of
Marketing
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Virgil Popa
19
© SCM 4 ECR Conference 2015
Virgil Popa
20
1.3. CUSTOMER ENGAGEMENT
Voice of Customer
Listening to the customer
• Listening to current customers
• Listening to prospective clients
Determining the level of satisfaction and
engagement (involvement) clients
• Satisfaction and commitment (engagement)
• Satisfaction compared to competitors
• Dissatisfaction
Customer Engagement
Our products and customer support
• Product Range
• Customer support
• Customer segmentation
• Using customer data
Building customer
• Relationship Management
• Complaints Management
Customer Engagement
• Engaging the customer (Customer Engagement) is a very
recent concept in the literature that has received a great
attention from practitioners and academics created a
consensus.
• The concept refers first to emotional, cognitive, behavioral
condition activities of a state of individuals. From a
marketing perspective, customer engagement was defined
as a psychological process that sequentially pass and
become loyal customers throughout the brand.
• The principles of customer involvement: clear information,
accurate and timely, accessible and comprehensive,
transparent, measurable and long-term relationships.
2. Case Study.
Catering and Hospitality Industry
2.1. The background of research
Two questionnaires for each part of research aimed at: consumers / clients and managers.
The questionnaire consumers had the following objectives:
• general behavior of respondents buying online
• behaviors in completing the purchase decision process:
• awareness of the need
• choice and behavior online
• transaction choice for decision
• delivery, transport modes and services
• conduct post-sale and customer experience
• conduct post-sale and relationships
• pizzerias / restaurants / hotels that offered an unforgettable satisfaction
The background research
The questionnaire applied to managers pizzerias / restaurants selling pizza
consists of three parts, which highlights the main objectives envisaged,
namely:
• company status in what he believes leadership on issues important to
understanding customer and company (Question 1, 2,3, 4, 5, 6)
• company status regarding management involvement / listening client (the
relationship with the customer) (Question 7.8, 9, 10, 11, 12, 13, 14, 15)
• company's status regarding the use of all channels (omnichannel),
especially digital channels (questions 16, 17, 18, 19, 20, 21, 22)
In the first goal was scored following ideas:
• important aspects for increasing current revenue growth
• identifying the factors that influence purchasing decisions
• use techniques to strengthen customer relationships
• types of customer information and methods used to collect them
The background of research
Research hypotheses on the catering industry are:
• (IP1) the easiest way information in ordering a
pizza is via the phone;
• (IP2) in choosing a pizza, digital channel
information is the most important internet site;
• (IP3) for a deficit of pizza experience, the most
common behavior is to not share;
• (IP4) departments / persons responsible for
client involvement is the Director General /
Head of Unit / owner;
• (IP5) organizations do not formally measure the
degree of involvement or commitment to its
clients;
• (IP6) experience delivered web store (in-store)
is slightly below expectations;
• (IP7) organizations have not ensured a wireless
connection.
The hotel industry research hypotheses
are:
• (IP1) the easiest way information and
booking of a hotel is via the phone;
• (IP2) in choosing a hotel, the digital
channel information is important for
the Internet site;
• (IP3) for a poor experience, the most
common behavior is to share;
• (IP4)
departments
/
persons
responsible for client involvement is the
general manager;
• (IP5) organizations formally measure
the degree of involvement or
commitment to its clients;
• (IP6) experience delivered web store
(in-store) is slightly below expectations;
• (IP7) organizations created conditions
for wireless connection.
2.2. The colectivity researched
•
For consumers pizza questionnaire applied was•
considered a sample of 110 people, young•
people who have predisposition to eat / order•
pizza frequently as the dish. The research was
conducted by survey method directly by operator•
"face to face" on a questionnaire.
•
• Regarding the venue of research, it was at five•
areas: Faculty of Economics, Faculty of Law,•
Faculty of Sciences and Arts, the new campus•
and the headquarters politico-administrative
surveys of consumers and company headquarters•
by discussion with the manager / location•
manager for surveys of managers.
•
• The questionnaire managers pizzerias /
restaurants selling pizza declined over 12
companies, of which six specialized companies
(pizza) and six non-specialized companies in the
field (restaurants).
•
• The six restaurants are:
TOSCANY
BELVEDERE
VATRA
SAN MARCO
TOWER'S PUB
DEL PONTE
The six pizzerias are:
MAESTRO
DANY & DAN
Alexo
DAYANA
LUC
LA GRASU
If the questionnaire to customers of the hotel, it
was considered a sample of 70 people. The
research was conducted by survey method
directly by operator ,, face to face ", using
convenience sampling type.
Regarding the questionnaire applied to hotel
managers, was considered a sample of seven
organizations namely: DÂMBOVIŢA hotel,
Dracula, KING, Solarino, NOVA, VALAHIA, TOLEA.
2.3. Database and interpreting response
• Interpretation of responses is correlated
with interpreting the replies of research at
within which the use of new technologies
in marketing buyer in hospitality (hotels
industry), which gives a better picture of
the services, given the much more easily
compared to the catering service in pizza
product case.
2.4. RESULTS ANALYSIS
2.4.1. Pizza customers
• The hottest items in the online environment are:
clothing and footwear 34.05% 26.49% electronics,
entertainment and recreation 18.38%. In terms of
purchasing behavior online 51.82% of respondents
tend to look for the right product by accessing more
sites, and 24.55% are buyers of the price.
• The criteria that most matter in need of eating pizza
awareness
are
personalized
offers
and
recommendations via digital channels 24%,
information about new products through blogs and
social media 20%, messaging and location-based offers
18.67% similar advertising on both digital and nondigital channels 14%.
•
•
•
•
The most preferred types of pizza are: Quatro Stagioni 31.89% / Pollo 10%.
The easiest way information ordering pizza are phone 66.12%, and 25.62% from classic store.
In contrast, middle easiest hotel information and booking of a 57.14% are digital channels.
Regarding digital channels and used to inform the choice of a pizza channels such as Internet
website, social media, smartphones have a relative importance to respondents and emails
are unimportant to them.
The same digital channel for information and to reserve a hotel have a relative importance to
respondents: social media (3.49 of 5), phone (3.04 of 5), smartphone (2.86 of 5), email (2.83
in 5). It is observed that social media is more important hotels.
Favourite Pizza
35.00%
31.82%
30.00%
25.00%
20.00%
17.27%
14.55%
15.00%
10%
10.00%
8.18%
4.55%
4.54%
5.00%
8.10%
0.91%
0%
0.00%
01
02
03
04
05
06
07
08
09
10
cod
01
02
03
04
05
06
07
08
09
10
pizza
QUATRO-STAGIONI
CAPRICIOSA
VEGETARIANA
POLLO
DIAVOLO
MARGUERITA
QUATRO-FORMAGI
FUNGHI
SPECIALITATEA CASEI
ALTELE
•
•
Top pizzerias / restaurants where respondents prefer to go is Maestro 38.18% 10.91% Alexo,
Belvedere 7.27%.
Components of value that matters most for respondents when choosing a pizza are clearly
marked product prices and availability 31.9% Full product information available and the ease of
purchasing 21.08% and 11.35% of different products.
Favourite pizzeria/restaurant of which customers
demand pizza
38.18%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
10.91%
7.27%
5.45%
4.55%
5.45%
6.36%
5.00%
6.36%
5.45%
1.82%
5.45%
1.82%
0.91%
0.00%
0.00%
aa
ab
ac
ad
ae
af
ag
ba
bb
bc
bd
cod
aa
ab
ac
ad
ae
af
ag
ba
bb
bc
bd
be
bf
bg
be
bf
bg
Optiuni
TOSCANY
BELVEDERE
VATRA
SAN-MARCO
TOWER'S PUB
DEL PONTE
Altele*
MAESTRO
DANY & DAN
ALEXO
DAYANA
LUC
LA GRASU
Altele
•
Analizing
separately
the
quality
characteristics of a pizza - the important
component value -, the most important are:
freshness 30.45% 21.05% fluffy appearance
18.05%, 12.41% diversity.
quality characteristics of a pizza
3.76%
aportul energetic
5.64%
omogenitatea compozitiei
aspectul
•
The options that matter to respondents in
the delivery of the ordered products are
delivered to the location chosen products
43.18%, 28.41% and the waiting time from
order lifting the chosen location 13.64%.
18.05%
temperatura
8.65%
diversitatea
12.41%
prospetimea ingredientelor
30.45%
blat pufos
0.00%
21.05%
10.00%
20.00%
30.00%
40.00%
The options that matter to respondents
28.41%
Timpul de asteptare pentru primirea comenzii.
9.66%
Comandarea de servicii pentru livrare (de exemplu, servicii de ambalare).
Alegeti din mai multe opțiuni de livrare cu diferite locatii.
Ridicati comanda de la locația aleasa.
Produsele sunt livrate la locația aleasă.
5.11%
13.64%
43.18%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00%
•
•
•
•
The elements for an unforgettable experience in ordering and delivery a pizza are excellent
quality of services 25.59%, 20.87% excellent product quality, delivery speed 18,11%.
According to respondents the elements that lead to a poor experience are of poor quality
products 32.83%, 21.21% poor quality services, lack of customer care 14.14%.
The main behavior is deficient experiences in a story where family and friends 63.41%. Other
respondents either choose not to share their experience 13.89% poor or distribute personal
account to facebook / twitter 13.01%.
On average this experience is unsatisfactory shared pizza product compared to 6.5 persons,
compared to poor hotel experience that will be shared at 54.62 people.
The behaviour in case of insatisfaction
70.00%
63.41%
60.00%
50.00%
40.00%
30.00%
13.82%
13.01%
20.00%
4.88%
10.00%
4.88%
0.00%
povestesc
prietenilor si
familiei
distribui pe contul postez pe site-ul
personal de
oficial al firmei/
Facebook/Twitter
Facebook-ul
oficial al firmei
postez pe blogul
personal
nu o
împărtăsesc
• The ranking in the top 5 pizzerias / restaurants that offered a high degree of
satisfaction respondents, revealed the following situation:
• Rank 1 is owned by Maestro pizzeria with a ranking of 75%
• 2nd place is occupied pizzeria Alexo, ranking 37.6%
• 3rd place is occupied by pizzeria La Grasu, ranking 25.8%
• 4th place is owned by Luc pizzeria, ranking 23.6%
• Rank 5 owns the restaurant Belvedere, ranking 22
Pizzerias/Restaurants of high degree of satisfaction
80
75
70
60
50
37.6
40
30
20
10
0
20.8
22
23.6
20.2
25.8
20.2
15
10.8
6.8
7.6
Respondents examines these kinds of pizza with the
following frequency information:
• recommendations posted on facebook 2.81 / 5
• recommendations of Facebook friends posted 2.91 /
5
• recommendations of those who follow them on
twitter at 3.35 / 5
• recommendations friends on twitter 3.12 / 5
• company website 2.58 / 5
• other websites 2.84 / 5
2.4.2. Managers pizzerias / restaurants selling pizza
•
•
For the current growth of revenues it is very important that managers consider all aspects
mentioned: customer satisfaction, product / service quality, loyalty clients etc.
In the managers' opinion, the factors that most influence purchase decisions are: quality
32.43% and price 29.73%. Factors that are less influenced are comfort, convenience and
customer service versus customer proximity. According to managers of hotels, the factors
that most influence purchase decisions is quality 57.14% and confidence in the organization
/ company 42.86%.
Factors influencing the buying decisions in the managers' opinion
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
32.43%
29.73%
16.22%
10.81%
10.81%
0
Încrederea
Calitatea
Prețul
Comoditatea
fata de
proximitatea
pentru clienti
Serviciul clienți
Confortul
•
•
Currently the most widely used techniques for strengthening relationships with clients are
differentiated from the competition offer 21.57% 15.69% customized offer, involving clients in
the creation of products / services 13.73%, offer more products for the same customer 11
76%.
What are they going to continue to use or will begin using as techniques for enhancing
customer relationships are: 20% personalized offer, differentiated from the competition offer
17.14% 17.14% creating user communities, offer products with a high service component
14.29%, 14.29% and exclusive offers clients involvement in creation of products / services
14.29%.
Techniques to strengthen customer relationships
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
21.57%
20%
17.14%
17.14%
15.69%
14.29%
14.29%
9.80%
9.80%
5.88%
14.29%
11.76%
13.73%
8.57%
8.57%
11.76%
Acum
In 3 ani
•
•
•
Top 2 of the best-selling pizza is: Quatro Stagioni 28.57% 17.14% house specialty.
Currently, managers stated that these types of information collected about
customers frequently complaints 28.57% and purchase history satisfaction
indicators 25.71%.
They will also continue to collect or try to collect in the next 3 years, the
following types of information: the Internet questionnaire 29.03%, 19.35%
complaints, 19.35% satisfaction indicators and feedback control products or
19.35% of competitors image.
Types of information collected or will be collected
30.00%
25.00%
29.03%
28.57%
25.71%
19.35%
25.71%
19.35%
20.00%
19.35%
17.14%
12.90%
15.00%
Acum
10.00%
2.86%
5.00%
0.00%
Reclamațiile
clienților
Istoricul de
cumpărare
Indicatori de
satisfacție pentru
clienți
Feedback-ul
comenzii pentru
produsele sau
imaginea
concurenților
Chestionar pe
internet
In 3 ani
Regarding gathering information managers said:
• Currently using methods such as surveys by telephone 25%, at point of
sale 20,83%, 20,83% qualitative research, online / feedback interctiv
20.83%.
• In three years will continue using or will begin using methods such as
online / interactive feedback 34.48% telephone surveys 20.69%,
qualitative research 13.79%.
• Customer involvement is considered very important by 12 managers.
Methods used information
Online / feedback-ul interactiv
34.48%
20.83%
Cercetare calitativă (de exemplu., focus
grupuri)
13.79%
10.34%
La punctul de vânzare de date
20.83%
In 3 ani
20.83%
Acum
10.34%
12.50%
Oameni de vânzări front-line
20.69%
25%
Anchete prin telefon
0%
5%
10%
15%
20%
25%
30%
35%
•
•
•
Managers of the 12 units contemplated (pizzerias and restaurants) said that those who
are responsible for developing customer engagement are: 22.22% marketing
department, general manager 38.89% , 16.67% sales service. For hotel managers, we
note that he pointed general manager 77.78% and 22.22% sales service.
The most important attributes in involving customers are considered: 27.78%
responsiveness, flexibility 25%, 25% availability 27/7.
The most important capabilities that must be owned by a company to engage with
customers are speedy resolution of complaints 24.44% 24.44% courtesy, knowledge
produced 22.22%.
Attribute in customer engagement
Furnizarea de divertisment
Construirea unui sentiment de…
Altele
0%
Nu știu
0%
25%
Disponibilitate 24/7
Construirea unei conexiuni…
Personalizare de produs sau serviciu
Flexibilitatea
Furnizarea de satisfacție
Receptivitatea
Capabilities to engage customers
0%
E-mail adecvat sau carte de vizita…
Curtoazia
Înțelegerea stilului de viață al…
2.78%
25%
19.44%
0.00% 5.00%10.00%15.00%20.00%25.00%30.00%
0%
2.22%
2.22%
4.44%
Amabilitatea
24.44%
Rezolvarea rapidă a plângerilor
24.44%
Cunoașterea preferințelor de…
27.78%
2.22%
Cunoștințe despre produse
17.78%
22.22%
0.00% 5.00% 10.00%15.00%20.00%25.00%30.00%
• The attributes that describe a client involved with the
organization in making products and services are:
32.35% recommend products to others, frequent
purchases of products / services 20.59%, provides
frequent feedback on issues related to services /
products 17.65%.
• Of the 12 companies 83,33% have formally stated that
measures the degree of involvement / engagement of
clients.
• As tracked measurement criteria are: the number of
active customers currently 26.67%, 20% repeat
purchases, post-purchase satisfaction level of 20%.
•
•
As perceived benefits following the implementation of customer
involvement were given: improving loyalty of clients 21.28% 21.28%
strengthening public image, better customization of products / services
17.02%.
Regarding the perceived barriers most often quoted are: lack of financial
resource 35.29%, the difficulty of measuring customer commitment 17.65%,
other priorities of 17.65% strategic competition, data privacy issues 17.65 %.
perceived barriers
Personalizare
mai bună a
produselor /
serviciilor
17%
Lipsa de sprijin a
angajaţilor
0%
perceived benefits
Consolidarea
imaginii publice
21%
Îmbunătățirea
satisfacției
angajaților
15%
Îmbunătățirea
fidelizarii
clienților
21%
Dificultate de
măsurare a
angajamentului
clientului.
3%
Lipsa resurselor
financiare
34%
Alte priorități de
concurență
strategică
17%
Creșterea
veniturilor
13%
Creșterea
profiturile
13%
Dificultate de
măsurare a
angajamentului
clientului.
17%
Lipsa de
tehnologie
adecvată
6%
Incovenienţa
unui marketing
agresiv
6%
Probleme de
confidențialitate
a datelor
17%
•
•
•
•
•
The channels through which the 12 companies
operates are classic shop 34.48%, 24.14% online
communication, website 17.24%. In contrast, managers
of hotel operates through: Classic sale 24.14% 24.14%
online communication and online agencies 24.14%.
The capabilities are promoted through all channels:
posters, flyers 31.43%, presentation on the company's
website 22.86% TV / radio advertising 17.14%.
Experience declared in the web store and delivered
meets clients' expectations for 41.67% of respondents,
while for 25% it is very good. There are 25% of
respondents who have no opinion.
In stark contrast to this situation, managers of hotels
considers that delivers an experience that meets the
expectations of a rate of 85.71%.
Web store experience helping clients differentiate
themselves from the competitors through the quality
of service 32.14%, 21.43% product offerings, store
location 14,29%. The experience the hotel is
distinguished by quality and supply 45.45% 27.27%
service.
Channels business activity
Other ecommerce site,
online social
0%
Mobile
Application
0%
Call center
10%
Online
communication
through social
media
Facebook, blogs
etc.
24%
Catalog
14%
Magazin clasic
35%
Online web site
of the company
17%
Regarding the frequency of examination of information on the production of pizza,
managers indicated
• posted on facebook recommendations are examined with a 3.5 frequency
• recommendations posted by your Facebook friends are examined with a frequency
of 3.5
• Twitter's recommendations from people I follow have a frequency of 2
• the recommendations received from friends on Twitter are considered (frequency
1)
• Of the 12 restaurants / pizzerias 75% have created the conditions in wireless
customer, and 8.33% plans to add these conditions. All hotel managers stated in
this regard that have not equipped the hotel with mobile technology (tablet and /
or smartphone) (85.71%).
Regarding profiling the 12 companies in the social media and internet, they hold:
• facebook profile were 34.48%
• web-site 27,59%
• profile on other websites 24.14%
The profile of those two categories of customers: pizza and hotels
Elements
PIZZA CUSTOMER
HOTEL CLIENT
The most popular product categories in Mostly clothes and shoes, electronics and În aceeași măsură (aproximativ) : electronice și electrocasnice,
the online environment
home appliances
haine și încălțăminte, distracție și recreere
Typical online purchase behavior
In most cases, it is the right product search by visiting several sites
Important criteria in awareness of the 
need
Personalized
offers
and 
Advertisement same on both channels: digital and non
recommendations through digital
digital.
channels

Offers personalized recommendations through digital

Information about new products
channels
through blogs and social media
The easiest way information and an Majority - phone
Majority - digital channels (website, e-mail, social media etc.)
order / booking
Digital channels of choice for information social media
Social media
Smartphone
Smartphone
Internet Site
Email
Components of value that matters most On average product price and availability clearly marked
Elements offers
experience
an
unforgettable The excellent quality of service and product The excellent quality of service
Understanding customers
Items that provides a poor experience
Poor product quality and poor service
To share experience poor behavior
Majority - tell their friends and family
The number of people that was shared 6,05 person
negative experience
Poor services
Lack of customer care
54,62 person
Information often examined about pizza The recommendations that I see in those who follow them on Twitter
/ hotel social media
Advice received from my friends on Twitter
The profile of those two categories of managers: pizza and hotels
Elements
PIZZA MANAGER
HOTEL MANAGER
Highlights for revenue growth
Toate variantele
Factors influencing the purchase quality
Confidence in the organization / company / brand
decisions of customers
price
quality
Confidence in the organization / company /
brand
Techniques to strengthen customer Offer products / services is highly The offer of services is highly differentiated from the
relationships - NOW
differentiated from the competition
competition
Offer personalized services
Offer more services for the same client
Involving customers in the creation of services
Creating user communities
Techniques to strengthen customer Offer personalized services
Exclusive offer services where price is not the main buying
relationships - in 3 years
Creating user communities
factor
Offer products / services is highly Creating user communities
differentiated from the competition
Methods of information used - NOW Investigations of orders by phone or mail
Feedback interactive / online
At the point of sale data
Front-line sales people
Qualitative research (eg., Focus groups)
Feedback interactive / online
Methods of information used - in 3 Feedback interactive / online
Investigations of orders by phone or mail
years
Investigations of orders by phone or mail
Qualitative research (eg., Focus groups)
The
importance
of
customer
Very important
engagement
Departments / persons responsible Director General
Director General
for the development of customer Marketing
Sales Service
engagement
2.5. CONCLUSIONS
• In the study realized , we focused on find new concepts in
the marketing-management domain, like: the new digital
technology in retailing/shopping, the omnichannel
concept,
shopper
marketing,
customer/shopper
experience and customer/shopper engagement. All this
concepts are new from two or three years ago.
• The applicative step has an extraordinary dynamic,
especially to the new generation and which, under crisis
conditions obligate the companies to study what’s in the
“consumer’s mind” and to rethink the processes,
supporting those especially in connected services to
products or basic services.
• Some of the major conclusions are:
1. the development, although slowly, of the new online technologies concerning
customer/shopper retailing and we can state that there are sites of companies
and social media connectivity both in catering - pizza and especially the
hospitality that follows world trend;
2. in terms of training/awareness and ability choice of consuming the product pizza
regardless of location in the city (convenience) and also to relate subsequent
networks of communities of consumers (especially Facebook, less blogs) study
on consumers shows a use of these technologies moving forward towards
manufacturing entities (pizzerias and restaurants) - the pace of change towards
new technologies from the demand outruns supply;
3. organizations manufacturing and marketing have not completed all additional
services, serving the customer relationship management (all) information
services ordering online (internet, social media, leaving fundamentalist variant
telephone unlike Industry hospitality where predominates digital channels),
customer relationship management, - collecting information about the
satisfaction/dissatisfaction of customers and creating a database for the
innovation and improvement of products;
4. leadership still has not changed the philosophy to push to pull, meaning that
they believe produce,, very good quality "(in-side out) and will not improve
processes, products and services in response to changes the market, competitors
change, so that they do not manage good feedback (out-side in).
2.6. PROPOSALS
For the near future, we intend to study better:
• People Engagement - the involvement of
employees in customer/consumer in improving
processes, products and services, especially
increasing the effectiveness of new digital channels
(all channels);
• Generating a portal with information on all
products and services of all the companies involved
in the hospitality and leisure, and especially to
improve the ranking system/ranking of catering,
currently used in the pages of Facebook.
Thank you for your
attention!
© SCM 4 ECR Conference 2015
Virgil Popa
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