This document provides an overview of LBi's CRM services. It discusses LBi's history and growth in the CRM sector since 2008. It also outlines the types of CRM services offered, including retention strategies, loyalty programs, social CRM, multi-channel strategies, and technology selection. Case studies and client examples are also mentioned.

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27. Whilst vendor-neutral, we have developed partnerships
with industry-leading CRM & Social CRM companies
We offer our clients a comprehensive suite of SaaS and
on premise solutions, including:
We have experience with a variety of ESPs, including:

28. Client case studies
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30. Unifying the
to drive
revenue and
profitability.

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32. Trackside: Leveraging
2012 Olympics
sponsorship to drive
customer and
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34. More relevant emails
saved M&S £650,000
worth of phone calls –
an

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36. From campaigns
to conversations:
and

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38. in market
share and
(so far).

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40. How do you get 3
million more teenagers
to drink and
Coca-Cola?

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42. Segmented, lifecycle
customer program that
regularly uplifts
donations by

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46. Embedding CRM into
the comms mix, with

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50. Service Directory
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52. LBi Strategy
& Department
Biography
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53. CONSUMERS
Data
BRANDS

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• http://twitter.com/@lbicrm
• http://www.lbi.co.uk/tag/crm/
• http://paper.li/LBiCRM/daily

58. HISTORY YEAR-ON-YEAR GROWTH WHAT’S NEXT
2008 saw LBi formalise its CRM offering CRM ascended most clients’ agendas in 2011 saw CRM continued growth
in response to a growing demand from 2009, with the recession reminding globally: driving broader client
both existing and new clients to create companies that understanding and penetration across our key markets. New
more effective ways to manage and managing profitable customer clients included Volvo in Sweden (My
facilitate conversations and profitable relationships is a business priority. Volvo), Sony Ericsson Xperia (Social CRM
relationships between consumers and programme), Coca-Cola (customer
“CRM offers a level of accountability
their brands. engagement platform), Americans Elect
favoured by clients when marketing
and Bayer Crop Science (full service CRM
2009 saw our CRM capability go from budgets are squeezed and greater focus
programmes), Lloyds Bank 2012
strength to strength; winning new is placed on accountability and return on
Trackside (eCRM programme).
clients such as BT Tradespace and Barratt investment. “
Developments, developing existing client We saw our first CRM award wins for
2010 saw continued, rapid growth of our
accounts like Electrolux, bringing new Hendrick’s Gin social CRM programme,
CRM capability globally: trebling the
talent into the team, and developing a continued interest from clients in
team, developing our IP and working
significant pipeline of opportunities outsourcing operational management of
with new clients such as Invesco
going into 2010. their CRM programmes as well as
Perpetual, Royal Bank of Scotland, Lloyds
providing CRM and Social CRM solutions.
Banking Group, Bristol Meyers Squibb,
Johnson & Johnson, Zwistal, Coca Cola, 2012 has seen CRM reach a new level of
William Grant & Sons, SABMiller and maturity in the UK – no longer a “service
Aldar Properties. extension” but a key part of our strategic
capability. The benefits of blended
Typical business challenges and briefs
Customer Strategy demonstrated on
included developing customer retention
client accounts like Virgin Atlantic,
and engagement strategies, optimising
Barclays, Logica and Coca-Cola.
existing lifecycle programmes, creating
loyalty programmes (brand loyalty vs.
reward point schemes) and deploying
social CRM programmes focused on
building and mobilising brand advocates.
Pipa Unsworth
Global Head of CRM
LBi London
146 Brick Lane
London
E1 6RU

59. Oliver.Spalding@LBi.com
UK Head of Customer Strategy
Pipa.Unsworth@LBi.com
Global Head of CRM

60. About LBi CRM
Click Unsworth
Pipa to edit Master text styles
Global Head of CRM
Pipa.Unsworth@LBi.com
@Peepa

61. Type Service Description
Retaining a customer is on average 8x cheaper than acquiring one.
Deliverable Retention Strategy
Retention strategy devises ways to motivate repeat purchase.
Loyalty programs are structured marketing efforts that reward, and
Deliverable Loyalty Strategy
therefore encourage, loyal buying behaviour.
CRM, evolved. Business functions enabled by a systems and
Deliverable Social CRM
technology, designed to improve customer responsiveness.
CRM technology Identifying the right technology solution to maximise ROI tailored
Deliverable
strategy to fit different business models and departmental organisation
Multi-channel Evaluating the customer experience to map out touch points and
Deliverable
strategy define the right channels to affect customer behaviour.
A series of coordinated activities designed to enhance the level of
Deliverable Customer service
customer satisfaction with a company, product or service.
Deliverable Email
Effective design of direct communications, technologies and
Deliverable Mobile messaging automation to deliver against a variety of business objectives in
making the customer’s experience more seamless.
Social direct
Deliverable
messaging

62. Type Service Description
Integrating social Helping clients define the business case for extending customer
Plug-in
customer care care into social media, platforms, governance and stakeholders.
What’s Next? Helping clients define the commercial case for more innovative
Plug-in
Customer workshop customer comms through brand immersion and workshop
Customer
Plug-in A process to audit, implement and optimise email communications
experience email
that improve ROI and customer satisfaction
optimisation
Defining the role for CRM and high level strategic roadmap through
IP CRM Discovery
analysis of intelligence gathering and stakeholder interviews.
Capabilities A diagnostic tool that defines the business’s CRM maturity model –
IP
Assessment Strategy; Customer data; Technology; Marketing; Sales; Services
A technology vendor selection process that addresses different
IP Technology Audit
types and scales of customer management implementation.
A multi-disciplinary workshop process to help explore, refine and
IP Visioning Workshop
define the CRM vision under one umbrella platform
Customer A comms planning tool to help design the desired customer
IP
Experience Map experience across relevant customer touch points in their lifecycle
Roadmap & Project Frameworks and documentation to guide the project from
IP
charters definition through to implementation and version control.

63. Type Service Description
Data Quality An audit process to help businesses understand and improve the
Deliverable
(Audit & Advisory) robustness of their data practices and storage
Data Capture The desired state of data capture, form design, data planning and
Deliverable
Strategy management, data analysis to derive data quality
Customer Journey Analysis of platforms, communications, interactions and messages
Deliverable
analysis to identify gaps, breaks and opportunities for improved efficiency
Customer Analysis of research and big data to develop multipurpose
Deliverable
Segmentation segmentation that identify distinct target customer groups
Multi-channel A three step process to help businesses comply with the latest EU
Plug-in
Data Compliance legislation across cookies, contact and data collection permissions.
Dovetails with the Customer Experience Map to design
IP Touchpoint plan
interactions, decisions, timings, frequencies and key messages.
CRM scenarios &
IP Visualising the touchpoint plan from a customer’s point-of-view
storyboards
Business & contact Defining the business, customer and contact criteria / constraints
IP
rules that underpin the CRM or direct communications architecture
Creative & action What’s next briefs are informed by the touch point plan or individual
IP
briefs comms and campaign briefs to create the compelling propositions
Key Messages A framework to organise and review multiple key messages,
IP
matrix propositions and calls-to-action / response handling

64. Type Service Description
Data Cleansing Process to ensure data is accurate, consistent and without
Deliverable
(Enrichment) duplicate copies for purpose of customer intelligence.
Communications and data initiatives to effectively convert
Deliverable Lead Generation
customer interest into a prospect pool for direct communication
Programme Focusing on the quality of inputs/outputs alongside the technology
Deliverable
Management platform to optimise customer responsiveness across channels
Community Ongoing management and mediation of the customer service
Deliverable
Management experience through social media platforms and networks
Branded platform A mobile optimised solution for recruiting and engaging customers
Plug-in
Mobile sampling to trial a new product or service
Automated
A process to audit, implement and optimise email communications
Plug-in Ecommerce
that drive relevant x-sell and upsell opportunities
Repurchase triggers
IP KPI framework A bespoke measurement framework
IP Mechanics design Programme governance, response and redemption handling
Test & learn A comprehensive suite of effectiveness test parameters based on
IP
framework appropriate proving or disproving quantifiable hypotheses
Measurement solutions that are able to aggregate and analyse
IP Dashboard analytics
multiple data streams to inform effectiveness and optimisation
Optimisation can be achieved through pre-testing (Beta), live-
IP Optimisation tactics
testing (in-flight) and post (sunset) e.g. A/B and Multivariate tests

65. Type Service Description
This service is available as consultancy only solution through to full
Deliverable Vendor evaluation pitch support including the management of a full RFP, shortlisting
and selection
Database Gathering and specifying business and technical requirements to
Deliverable
development inform the development and implementation of bespoke databases
Campaign An end-to-end solution, providing users with a database platform
Deliverable
management and suite of software tools to enable ongoing campaign provision
Software platforms designed to assist departments and
Deliverable Automation organizations in simplifying processes by automating repetitive
tasks or where there are a significant number of variants
Whilst vendor-neutral, we have developed partnerships with
IP Partnerships industry-leading CRM & Social CRM companies and experience with
most leading ESPs