5 steps to an engaging customer experience
Post on 29-Jan-2018
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A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
5 Steps to an Engaging
Customer ExperienceA Webinar
1
eDynamic Webinar Team
Rolf Kraus: CMS Practice Director
Shawn De Souza: Demand Generation Practice Director
Introductions
2
Experienced. Founded in 1999
Trusted. Diverse business critical projects delivered for
mid-size to Fortune 500 organizations
Versatile. Experience across diverse verticals, including
Financial Services, Technology, Retail, Media & Publishing,
Education, Travel and Hospitality, Oil and Gas and others
Global. Locations in United States, Canada, Middle-East and
India
About the eDynamic
eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions
3
1. eDynamic
2. Customer Experience (CX)
3. Marketing Nirvana
4. Marketing Reality
5. Factors impeding Marketing Nirvana
6. The 5 Steps to Creating an Engaging Customer Experience
7. Marketing Opportunity
8. Q&A
Agenda
44
Customer Experience
Forrester, Bruce D. Temkin
The State Of Customer Experience, 2010
55
Customer Experience
―Engagement with the customer today
isn‘t just pouring a message down on
their head and hoping they get wet.
It really is understanding that you must
be present in a conversation when they
want to have it, not when you want to. …
66
Customer Experience
…Pre-shopping before buying has
become a huge, huge part of customer
behavior. In the past, it was pretty much
confined to big-ticket items like cars, or
expensive electronics or homes. Now
people engage in discovery before
shopping on very small things. …
77
Customer Experience
…It‘s crossed all categories of shopping
behavior. It‘s just the way people buy
today.‖
Bob Thacker
Gravitytank Strategic Advisor
and former CMO of OfficeMax
88
Marketing Nirvana
Today‘s tools enable
me to personalize
my engagement
with buyers
across all
channels
Customer Experience
Management
Web Content Management
Marketing Automation
eCommerce
Social & Community
Analytics, Test and
Optimization
Site Search
99
Marketing Reality
Most organizations have invested and
implemented marketing platforms over
time, each operating as silos.
Site S
earc
h
An
aly
tics, Test an
d
Op
tim
izatio
n
So
cia
l & C
om
mu
nity
eC
om
merc
e
Mark
etin
g A
uto
matio
n
Web
Co
nte
nt M
an
ag
em
en
t
1010
Factors impeding
Marketing Nirvana
1111
Sources for research and
comparison have exploded!
1212
Technology is affecting the
way we communicate
1313
Customers are arriving at a
decision before interacting
with you
14
Buyer 2.0
SiriusDecisions: How sales people want to sell has little impact on how buyers are choosing to buy
1515
What platforms do you use?
1616
Getting a common view of
your customer
Delivering personalized messages
across channels to customers requires a
common understanding of the customer
Coremetrics and Bloomberg BusinessWeek
Report on Optimizing Online Marketing 2009
1717
Data!
The Data Warehousing
Institute (DWI)
estimates the cost of
bad or ‗dirty‘ data
exceeds $600 billion annually.
Another study indicates
that 2% of contact
records become
obsolete each month,
costing a firm 15-20 %
of its operating income.
1818
5 Steps to creating
an engaging
customer experience
1919
1. Classic marketing segmentation analysis
is the foundation for the optimal
customer engagement.
Let‘s find out who
these people are!
Who is buying?
2020
Who is buying?
Identify segmentation parameters
that model your customers
and how they buy.
Segments
Card Usage Type
Business
Personal
Business &
Personal
Country
Japan
Korea
China
Family Structure
Single
Married
Married with
Children
Segments
Segmentation
Parameters
2121
Who is buying?
What are buyers‘ pain points and
motivators? They are looking for specific
value from you.
2222
2.The digital buying cycle through the eyes
of Google researchers
How are they buying?
2323
How are they buying?
Put yourself in the head of buyer—what
process do they go through in making a
buying decision?
2424
We need engage people where they
spend their time—where they get their
information.
3. How do they want us to engage with them?
2525
How do they want us to
engage with them?
Identify an ecosystem of
platforms that together
provide a common
experience across
channels.
Web CMS
Marketing AutomationCRM
Common
Customer
Context
2626
Join the dots!
Integrate platforms for a common view of
the customer across channels.
2727
Shaping a conversation that buyers are
looking for from their vendor—are we
delivering what they value?
4. What do they want to hear from us?
2828
Content… in context
Engage customers where they are at - in
the buying cycle - with relevant content
that promotes action
2929
Content… with a purpose
Assemble and categorize content by
objective
Attract Qualify Nurture
3030
Map Your Messages
Map your content – per segment, per
stage, per channel…
3131
5. Optimize!
Read the tea leaves
and act!
3232
Optimize!
3333
Optimize!
Test Offers, Messages, Creative,
Segments
3434
Optimize!
Have a conversation through their
expected channels – expand your digital
ecosystem
Digital
Asset
Management
CRM
Search
Mobile
Devices
eCommerce
Contact
management
WCMS
powered
Website
Product
Information
Management
Social
Networks
Communities
3535
5 Steps to an Engaging
Customer Experience
Step 1: Who is buying?
Step 2: How are they buying?
Step 3: How do they want us to engage
with them?
Step 4: What do they want to hear from
us?
Step 5: Optimize!
3636
Questions?
37
Rolf Kraus
rolf.kraus@edynamic.net
Shawn De Souza
shawn.desouza@edynamic.net
http://demandgeneration.edynamic.net
http://cms.edynamic.net
Contact Us
3838
Thank You
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