CLIENT EXPERIENCE, CRM & DATA
SUMMARY 1. INTRODUCTION 2. CUSTOMER CENTRICITY 3. DATA-POWERED CLIENT ADVISOR 4. PERFORMANCE ORIENTED 5. WHAT’S NEXT CLIENT EXPERIENCE, CRM & DATA 2
4 MAIN OPPORTUNITIES WHEN IT COMES TO ADDRESSING OUR CLIENTS More than 60% Address Millennials according to their expectations >60% MILLENNIALS of our customers of personalization, authenticity, omnicanality are Millennials and instantaneity More than 30% Enchant the experience for our Chinese customers >30% CHINESE CUSTOMERS of our customers in China and when travelling abroad are Chinese (40% of Chinese customers*) We serve customers from Global initiatives, local habits ~200 LOCAL WORLDWIDE around 200 nationalities >30% of our customers buy Recognize our clients everywhere, online & offline out of their home country and serve them at the appropriate level (VIP…) >30% ONE CLIENT 2% of our customers purchased both online & offline in 2018 (3% in value) Scope: Gucci, Balenciaga, Bottega Veneta, Saint Laurent, Alexander McQueen, based on purchases made in 2018 * % of registered clients who are of Chinese nationality and performed a purchase in 2018 outside mainland China CLIENT EXPERIENCE, CRM & DATA 3
OUR CRM TRANSFORMATION STARTED IN 2017 AND WE ARE ACCELERATING TRANSITION CONSOLIDATION ACCELERATION OMNICHANNEL 2017 2018 2019 2020 Salesforce rollout CRM Factory Data & Analytics TWO NEW CENTRAL TEAMS CRM FACTORY DATA & ANALYTICS 1 1 CRM campaign industrialization Data quality 2 2 Performance reporting Data governance 3 3 Functional evolution of CRM solutions Analytics 4 4 CRM community animation Compliance CLIENT EXPERIENCE, CRM & DATA 4
OUR VALUE PROPOSITION 1 2 3 CUSTOMER DATA-POWERED PERFORMANCE CENTRICITY CLIENT ADVISOR ORIENTED • Customer knowledge – 360° • Clienteling app LUCE • Customer interaction performance customer view measurement • Chinese-specific use cases • Omnichannel & personalized • Personalization for more journeys to orchestrate the tasks engagement & performance of Client Advisors (specific at scale) • Data quality CLIENT EXPERIENCE, CRM & DATA 5
WE ARE BUILDING OUR 360° VIEW COLLECTING AND CROSS-MATCHING OUR DATA SOURCES CUSTOMER CENTRICITY / 360 ° CUSTOMER VIEW 1 13.8M transactions in 2018 470M* emails sent 3M* tasks sent to 11% of which ecommerce incl. 3M* through Client Advisors Salesforce journeys Transaction data Store interaction data (Online & offline) CRM campaign data (LUCE & Digital Customer Card) In 2018 BV SL AMQ BAL GUC 452M sessions 0.8M 3M 2M 1.5M 18M 2 273M page views 1.6M 6M 8M 10M 34M Site & media centric data Social data** (fan & followers) Scope: Bottega Veneta, Saint Laurent, Alexander McQueen, Balenciaga, Gucci 2018 figures except for (*) November 2018 to April 2019 and (**) April 30, 2019 CLIENT EXPERIENCE, CRM & DATA 6
WE ARE COMMITTED TO DELIVERING PERSONALIZED OMNICHANNEL EXPERIENCE TO OUR CUSTOMER 1 CUSTOMER CENTRICITY / OMNICHANNEL PERSONALIZED ACTIVATION ILLUSTRATION OF OUR DATA USE CASES ALONG THE MARKETING FUNNEL Refine audience Drive qualified Trigger a Trigger a Client targeting based traffic through welcome email Advisor call or an on CRM data data deal with to newly email to thank for Gift for certain Product (lookalike) partners registered client a purchase customer segments recommendation Retention Win-Back AWARENESS ACQUISITION CONVERSION ENGAGE & SERVICE RETENTION 90% of interactions involve a Client Advisor and 10% are automated emails Our journeys are tailored per brand per country Salesforce journeys configured since the The CRM Factory support brands 50 INNOVATION creation of the CRM Factory in October 2018 in designing new advanced activation CLIENT EXPERIENCE, CRM & DATA 7
EXAMPLE OF A PERSONALIZED & OMNICHANNEL JOURNEY 1 CUSTOMER CENTRICITY / OMNICHANNEL PERSONALIZED ACTIVATION OBJECTIVE Inform the client throughout the item repair lifecycle CUSTOMER JOURNEY CLIENT TYPOLOGY TOUCHPOINTS Ecommerce Retail Store Website Email Wechat SMS COMPLETION ITEM ITEM COMPLETION OPENING OF SHIPPING CLOSING RECEIVED REJECTED WITH DELAY AND REPAIR Confirm Confirm Specify Announce Apologize Thank that the product that the product that after evaluation the successful for any eventual the customers has been received and has been received the product is not repair and that delay and announce for their trust that the customer is by the workshop repairable and that the product that the product entering the process a call from a Client is being shipped is being shipped Advisor will follow shortly CLIENT EXPERIENCE, CRM & DATA 8
CLIENT PROFILE DEDUPLICATION MANAGEMENT IS A CRITICAL ENABLER 1 CUSTOMER CENTRICITY / DATA QUALITY CHALLENGES POSSIBLE REASONS LEADING TO DUPLICATION • • Name misspelled when entering client in the database Recognize VIP customers as such • • Not checking the existence of a customer before creating Reconcile two (or more) partial profile into a single one to a new profile regroup contact details ACHIEVEMENTS TARGET / CHALLENGE -30% <2% Reduction in number of duplicate profiles Of duplicates at any time in base since January 2019 in the customer base by improving process CLIENT EXPERIENCE, CRM & DATA 9
DATA-POWERED CLIENT ADVISOR 2 DATA-POWERED CLIENT ADVISOR CRM CAPABILITIES BROUGHT TO THE CLIENT ADVISOR EVENT MANAGEMENT CUSTOMER CAPABILITIES KNOWLEDGE To follow when clients Collected from all online have been invited to an & offline interactions (incl. interests) event and attended the event TASK SUGGESTION CUSTOMER INTELLIGENCE To orchestrate the Client To guide the Client Advisor Advisor activities based in his/her interactions on client knowledge with the customer and client behavior CLIENT EXPERIENCE, CRM & DATA 10
LUCE, A SMART APP TO SUPPORT CLIENT ADVISOR ACTIVITIES 2 DATA-POWERED CLIENT ADVISOR / CLIENTELING APP LUCE OBJECTIVES • Activate and nurture the customer relationship by empowering the Client Advisor • Collect actionable data and enable real-time informed decisions • Generate additional sales thanks to more efficient clienteling action & cross-selling recommendations FUNCTIONALITIES • Live functionalities — My Day: an insightful view of the user’s workday and activities — Clients: a rich, living summary of useful client preferences and likes — Catalog: a collection of inspirations and product info to support sales — Profile: a real-time personal dashboard to track user’s sales vs. goals • Functionalities to be rolled out in 2019 — Store manager — Smart coaching of Client Advisors to improve clienteling activities — Net Promoter Score integration • Functionalities to be rolled out medium-term — Mobile POS — Client Data Quality with an innovative tool for data collection CLIENT EXPERIENCE, CRM & DATA 11
LUCE, A SMART APP TO SUPPORT CLIENT ADVISOR ACTIVITIES 2 DATA-POWERED CLIENT ADVISOR / BOTTEGA VENETA USE CASE BENEFITS • User-friendly experience • Exhaustive functionalities • Empowering approach FEB 18 MARCH 19 DEC 19 CHALLENGES • Change management in a few regions Launch Global rollout complete LUCE Store Manager pilot stores (over 1,500 users) rollout WW KPIs • Latest Adoption rate (April): 65% • Additional Sales from Luce clienteling activities YTD*: 14.4% Adoption rate: % of daily users on total users *Sales generated: sales generated with a client contacted via Luce within 28 days of contact date CLIENT EXPERIENCE, CRM & DATA 12
SPECIFICITIES WHEN ADDRESSING MAINLAND CHINESE CLIENTS 2 DATA-POWERED CLIENT ADVISOR / CHINESE-SPECIFIC USE CASES Next Gen’s account for a large Acknowledge this segment’s values, adjust our strategy NEXTGEN* part of our new Mainland & execution throughout the path of purchase Chinese customer base Increased expectations of Industrialize of personalization of communications SPECIFIC CUSTOMER convenience & personalization & content along with additional services made available EXPECTATIONS be it engagement & services on social throughout the path of purchase through social, incl. WeChat A potential of 62+ digital Be conscious of the extremes of online merging with offline; FRAGMENTED & offline touchpoints, ensure consistencies in digital, retail execution & service 62+ PATH OF PURCHASE highly fragmented path levels; when possible close the loop between of purchase communications, CRM and commerce High ratio of our clients Make possible for clients to reach out effortlessly; INFLUENTIAL WECHAT use WeChat to communicate empower Client Advisors to leverage clienteling possibilities >67% with Client Advisors &/or Brand, seamlessly, local and overseas INTERACTION and vice versa Followers growth on WeChat, Maximize investments & benefits from existing platforms; More than SPECIFIC DIGITAL along with Weibo and new test & learn on new platforms x2 & SOCIAL ECOSYSTEM emerging platforms like Red, DouYin, etc. *Gen Y (Post-1980s , age range 30 - 39) ; Gen Z (Post-1990s, age range 18 - 29) CLIENT EXPERIENCE, CRM & DATA 13
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