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Differentiate through Customer Experience

Agenda1. Why is Customer Experience (CX)

important2. 5 Principles to great CX

A global digital marketing and technology agency focused on customer experience

Unique Marketing Technology expertiseOur breadth and depth of expertise across the Martech eco-system provides unique value to clients.

Industry Experience

Deep expertise in professional services, Manufacturing, Financial Services, Insurance, CPG, High-Tech.

Digital Marketing Experts

Deep expertise in the digital.

Work for 45 Fortune 500 companies.

Philosophy

Push the envelope.

Nimble.

Inch wide and a mile deep.

Serious about our work, but we don’t take ourselves seriously.

At a glance

A new customer has emerged

A new customer has emerged

always-on, always-connected and

informed

journey is dynamic and cross channel

has little attention

Sure, we communicate with

customers

Marketing is failing to engage customers

Source: Watermark Consulting

Why Customer Experience Matters

• 2X customer retention - Aberdeen Group

• 89% retention for companies with strongest omni-channel strategies-Aberdeen Group

• By 2020 customer experience > price & product - Customers 2020 Report

Why Customer Experience matters

CX is Top priority of organizations

89%

People stop doing business with a company with a bad customer experience

93%

Executives say it is a top 3 priority

If you don’t do it right

If you do this

right20% Impact on revenue

94% of customers have discontinued communication with a company because of irrelevant messages (source: Blue Research)

Customer Experience is the new battleground

Today, 89% of marketers compete primarily on the basis of customer experience — discrete moments that, together, strengthen or weaken a customer's preference, loyalty and advocacy.  

(source: Gartner)

5000 times faster than a bank.Kabbage approves loans fast through digital

Disney Magic brands tracks the entire experience at their theme park and provides customers ability to see exactly what they want at the park

Breakthrough customer experience

Business model is driven by providing the right recommendations based on customer behavior

Simplicity and convenience disrupted a whole industry

Breakthrough customer experience

Greatest impact achieved through following 3 initiatives in 2015: multichannel orchestration, self-service and creating a single view of the customer.

Invest in CX

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5 Martech principles of engaging Customer Experiences

1. Know your customer2. Integrated Customer

Experience Platform3. Contextual experiences4. Multi-channel content

marketing5. Simplify

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Principles of CX• Know your customer

“Now to be truly competitive your company must become customer obsessed, which means you need to have deep knowledge of and engagement with your customers.”Winning in The Age of The CustomerForrester Research Inc

Move from touchpoints to customer journeys…

Understand the customer journey

CUSTOMER JOURNEY MAP

Understanding the Customer Lifecycle

1 2 3 4 6Awareness Search Evaluate Commit Value

5Advocate

The customer

recognizes a need and looks for a solution

Has a problem to solve

Goes to a tradeshow

Reads an article

The customer looks for a solution to satisfy their

needs Searches

Google for solutions

Visits a store

Accumulates knowledge of options

The customer

weighs the alternative solutions available

Researches vendors

Talks to peers

Engages a discussion forum

The customer

commercially commits to the solution and vendor

Compares pricing

Talks to references

Commits to the vendor

The customer

realizes the value the vendor

provides Value is

realized Differentiat

ion is appreciated

The customer

communicates the value

to their industry peers

Talks to peers

Engages in a discussion forum

Further commits to the brand

RetentionAcquisition

Know your customer3 ways to capture customer information:Implicit: insight captured from the website journey—the ‘digital footprint’ left by the visitor on your digital assets

External: Information captured by external service providers, emerging context-enriched services

Explicit: Convert unknown to known and capture information supplied by the visitor as they subscribe and download assets

Customer analytics has become the most critical technology investment for CX improvement.

(source: Gartner)

Most marketers are flying blind.

Single view of the customer is key to contextual marketing

Measuring engagement

Cold Hot Too late

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Principles of CXIntegrated Customer Experience Platform

Marketing technology must

work in symphony

Breakdown siloes

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Flying blind due to lack of insightsExplosion of

marketing technology

Integrated Customer Experience Platform

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Principles of CX

Contextual experiences

Personalize: related content

Omni-channel orchestrationOffline, online, everywhere

Seamless

Hilton uses AI to provide Concierge services to provide customers information

AI drives customer experience

Brands are at the cusp of making AI an everyday element of customer experience.

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Principles of CXMulti-channel content marketing

COPE to engage clients

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Principles of CXSimplify

For the customer…

And for the marketer

TECHNOLOGY

Orchestrate the customer journey

Unknown Person Sees Brexit story on social media

Sees article on website

Is served the next interesting article

Subscribes Becomes Known

Receives Brexit email on mobile

device

Share network on social media

Invited to Event

Partner recognize interest

Engages with prospect

Search delivers next article

Subscription Center manages

profile

Capture engagement in CRMAnonymous

profile created and client is segmented

Profile is matured

Personalized and Dynamic content