cradle to grave email marketing
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CRADLE TO GRAVE (EMAIL) MARKETINGGianfranco Cuzziol – Head of CRM ZoneFebruary 2016 Media Post Email Insiders Summit - Chamonix
STRATEGY, TECHNOLOGY, CONTENT
1. My first degree is in Astrophysics
2. I came second in Lesbian kick boxing competition
3. I once gave a key note at the Sexy Email Conference in Amsterdam
Listen to everyone, but follow no-one
‘’But without data, you’re just another person with an opinion’’W. Edwards Deming
PROFILE BEHAVIOURAL TRANSACTIONALDEMOGRAPHIC
MINDSET
HAVING YOUR CAKE AND EATING IT
AIWhat is the most popular content ?
CREATING RELEVANT MOMENTS
And it doesn’t matter what you think the journey looks like
Yes a snakes an ladders image please..
Just a random slide so I know where I am
VIRGIN – F1 Upsell
“SEEK KNOWLEDGE FROM THE CRADLE TO THE GRAVE”
What if Cradle to Grave is less than a month? Less than a week?
Customer service issues
I don’t know how
to use the box
Not what they
expected
Technicalissues
Don’t get round to using
the box
We try and sell them something
else straight away
The content isn’t relevant
data from multiple disparate sources
so how do you makes sense of it?
Email Platform Customer
Profile
Call Centre
Data
Customer Research
ProductHolding Customer
PreferencesCustomerService
Churn Data
It’s less algorithm more human
SET UPWhat’s next?
When is my equipment arriving?
CONNECTIs it working?
How do I get help?
WATCHWhat’s good?
How do I get the most from my
pack?
REVIEWAm I enjoying my
experience?Do I want/need anything else?
WE
EK
1
WE
EK
2 -
12
WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 WEEK 9 WEEK 10
IDEAL CUSTOMER COMMS JOURNEY
DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 7ORDER DAY
Video & Order Confirmation
SKCI
BT.com Order ReceiptContent msg
Qube engineer SMS reminder
Get Ready EM/DMCountdown, TVE,
Wi-fi, Twitter content
TV OrderActivation
SKCI EM/DM
Box ArrivalBox sleeve, Remote Sleeve, Welcome
Mag, Popcorn BT Store upsell
Connect EMYouTube Link, Activate Pack
Installation Checklist On platform targeted
Welcome Video
Social Stream – Facebook & Twitter paid and natural engagement. BT.com, My BT, Forum and @BTCare social listening and engagement stream
On platform activity (pre and post roll vignettes, targeted set top box messages)
My BT targeted messages & Contact Centre training and collateral review
Your TV tests with relevant mobile engagement and VAS messages fed in
Friday Fix test TV messaging where relevant
Get Ready to watch EMPack & EPG video recommendations,
BT Store top 5 incentive
Welcome to Your TV Preferences, Social, VAS, TVE reminder
Health check2 way SMS / IVM &
OB
WEEK 11 WEEK 12
Anti-Bill Shock EM & SMS
Account Review OB/EM/DM
Triple approach,TV & relevant Upsell
<6 WEEKS <12 WEEKS >12 WEEKSKEY
Viewing preference collection link to new preference centre within My BT
INSIGHT:x% of customers churn due to general customer service
issues which could be addressed with better self-
serve capability
1 GET READY TO SET UP
24 HOURS AFTER SIGN-UP
Dynamic countdown to day of box arrival (changes dependent on email open date)
My BT download prompt served to customers without app –
Track order CTA link to My BT – redirect is device specific– BT.com v My BT app
Delivery management CTAs link to self-serve areas on My BT (desktop or app). Earlier iterations to have click-to-call functionality.
DM version of previous email served to DM-only preference customers and 6 months + email non openers
INSIGHT: x% customers
churn because they don’t have
the channels or programmes they wanted
1 GET READY TO SET UP / EXPLORE
DM
Key delivery journey data pulled in from SKCI information
My BT download prompt to encourage self service
VAS driver to encourage BT Wi-fi use
TVE driver to encourage TVE app download and pre-delivery engagement
Key content areas highlighted, personalised to pack and customer in later sprints
Pack specific DM to drive anticipation for non EM openers
SENT WITHIN 24 HOURS AFTER SIGN UP
Personalised welcome video specific to your pack
Dynamic countdown to day of box arrival (changes dependent on email open date)
Links to a TVE page on BT.com
VAS prompt served to customers yet to utilise BT Wi-fi (alternate VAS module served to BT Wi-fi users)
Device sensitive link to relevant BT Wi-fi set-up page on BT.com
INSIGHT:x% of customers churned because
they thought BT had more channels that
they got
Video hub hosted on BT.com
Dynamic tweet pulled in from @BTTV
TVE module served to Ent Plus and above customers
2 GET READY TO EXPLORE
48 HOURS AFTER SIGN UP
Video hub hosted on BT.com
Help video CTA link to BT.com video hub
INSIGHT:x% of customers churned due to technical issues
3 GET READY TO CONNECT
48 HOURS BEFORE BOX ARRIVAL
Dynamic countdown to day of box arrival (changes dependent on email open date)
Personalised set-up video specific to your box and pack
Activation prompt to push BT Player button
Easy get ready for installation checklist icons click through to BT.com help pages
INSIGHT:x% were issues
with aerial
INSIGHT:x% were
Powerline / Ethernet adaptor
issues
INSIGHT:x% thought
BT would have more channels
than they got
4 GET READY TO WATCH
DM (box experience)
DAY OF BOX ARRIVAL
High-gloss showcase brochure specific to customer and pack
Format matches size of YouView / Zapper box packaging. Detachable from outer box lid.
Content showcase spreads. Based on specific pack areas including seasonal highlights, relevant talent interviews, top 5 picks etc.
Clear navigation to ease content discovery on EPG
Social recommendations to encourage twitter engagement
Social engagement incentive. Free pizza promotion to prompt twitter engagement
BT Store incentive. Unique redeemable code to drive usage
INSIGHT:Only x% knew what
channels were included as part of
their package
4 GET READY TO WATCH
OTHER ELEMENTS (box experience)
DAY OF BOX ARRIVAL
3. Free reward for example, popcorn promotion tied in with BT Store
1. Remote collar to prompt immediate activation
Remote collar booklet acts as quick reference guide to locate channels and BT Player content
2. User guide incorporating simplified treatments of current box collateral (Quick Start Guide / 32-page User Guide / Box Recycle leaflet)
Encourage self-serve drives to help videos where appropriate. Stripped-back approach to reworking of current user guides based on customer research.
Partnerships could drive this activity eg Graze popcorn
INSIGHT:“It’s quite difficult to search for things –
the navigation could be better!”
5 GET READY TO WATCH
24 HOURS POST BOX ARRIVAL
Pack-specific discovery video to explain the EPG journey. Plus prompt to activate.
Dynamically populated linear viewing recommendations fed by customer preferences to encourage engagement
Most watched BT Store picks to drive TVoD / EST revenue..
BT Store incentive reminder. Unique redeemable code to drive usage.
INSIGHT:x% thought
BT would have more channels
than they got
6 GET READY FOR YOUR TV
FIRST THURSDAY POST BOX ARRIVAL
Pack-specific showcase reel featuring monthly highlights
Your TV EM call-out to flag following EM send
Social recommendation driver to encourage social engagement to prompt recommendations
Link to PVoD on BT.com
High recognition blockbuster to boost currency perceptions and drive TVoD / EST revenueLink to monthly BT Store showcase reel on BT.com
Personalised viewing prompt fed by customer genre preferences
Link to My BT for set-up
VAS prompt served to customers yet to utilise BT Parental Controls (alternate VAS module served to BT Parental Controls users)
Link to @BTTV Twitter page
6a GET READY TO WATCH
APP (BOX EXPERIENCE)
ORDER +6
Augmented reality-style app
to replace multiple user guides
Easy and engaging self-serve device to encourage deeper understanding and usage of key kit areas eg set top box, remote, hub etc
HYPER PERSONALISATIONCompanies such as Amazon and Netflix have exposed consumers to the power of personalisation. Because of this, consumers are becoming used to that level of personalisation and service, in turn raising their expectations for all interactions. By personalising your interactions with customers, you can, ultimately, build a trusting relationship. Use the data you have to remember important details in past conversations, behaviours or to predict issues a customer might have in the future. This level of personalisation leads to an increase in authentic interactions. Customers will come to expect and demand this authenticity for future interactions
CONSUMER CONTROLBecause of the consumer’s access to data and technology, and increased expectations around customer service, they are more empowered than ever and demand products and services on their own terms. Their time is valuable and if for example a problem arises, they want to find a quick solution, ideally without having to pick up the phone, fire off an email or open a chat support window in an attempt to contact someone from your help desk. It’s no wonder Gartner includes self-service in its list of top three customer experience projects.
MOBILE EXCELLENCETechnology has dramatically heightened our expectations for delivery to the point where we have little tolerance for glitches and poor experiences. For instance, the time we are prepared to wait for a video to load online is just two seconds. Smart, mobile technology is now providing ‘on demand’ assistance in everyday life, simplifying and streamlining tasks with Uber being the pioneers. Indeed most of our time spent on mobile is in mobile apps (86% of mobile time is spent in app vs 14% in mobile web) and this is set to continue as apps evolve...
MAJOR TRENDS
Gamification and Loyaltyhttps://www.zonedigital.com/uk/news/for-e-commerce-
gamification-is-key-to-getting-the-best-black-friday-deal/
Walter Presentshttps://www.youtube.com/watch?v=q3y_1n9UOuE
Pink Ponieshttps://www.youtube.com/watch?v=dRDhx8Lo37E
Comedians getting Coffeehttp://comediansincarsgettingcoffee.com/will-ferrell-mr-
ferrell-for-the-last-time-were-going-to-ask-you-to-put-the-cigar-out
Secret Life Of Your Mobile Phonehttps://www.youtube.com/watch?v=Qg4-gdDxAs0
Thank You.
gcuzziol@zonedigital.com @iamgfc.
DATA AND HYPERPERSONALISATIONCompanies such as Amazon and Netflix have exposed consumers to the power of personalisation. Because of this, consumers are becoming used to that level of targeting and service, in turn raising their expectations for all interactions. But to be frank, it’s not enough to talk to customers based on gender and pack type.
Usage, content preferences and mindsets need to be taken into consideration.
WHAT THIS MEANS FOR TRIPLE PLAY:
• Our emails, apps and websites need to take into account what the customer watched over the weekend and the time of day they are opening an email to give them the most appropriate content at the right time
• Opportunity to use YouView Interface or areas of the BT App or .com for BT to provide curated content tailored to the customers preferences either via profile data or viewing data
CONSUMER CONTROLBecause of customers’ access to data and technology, and increased expectations around customer service, they are more empowered than ever and demand products and services on their own terms. Their time is valuable and if a problem arises, they want to find a quick solution, ideally without having to pick up the phone. At a time when people have near instant internet access it’s imperative to provide easily accessible, concise, tailored resources for your customers.
Customers also want consistency – prompt, consistent experiences, across all channels, without having to repeat themselves.
WHAT THIS MEANS FOR TRIPLE PLAY:
• Opportunity to help customers customise content, frequency and channel of the regular comms we send and what customers have access to
• How do we create an experience that allows customers to change appointments, engineer visits or even their order/pack without having to speak to the help desk?
• Model Office single point of contact has shown how consistency can impact churn – can we align with this and extend approach to our early life comms?
Insert section name
MOBILE EXCELLENCETechnology has heightened our expectations for delivery to the point where we have little tolerance for glitches and poor experiences. The time we are prepared to wait for a video to load online is just two seconds.
Smart, mobile technology is now providing ‘on demand’ assistance in everyday life, simplifying and streamlining tasks, with Uber being the pioneers.
Most of our time spent on mobile is in mobile apps (86% of mobile time is spent in app vs 14% in mobile web) and this is set to continue as apps evolve.
WHAT THIS MEANS FOR TRIPLE PLAY:
• Device agnostic communications to address current problems with the mobile experience
• For ‘New to Triple’ customers faced with multiple new device manuals, an App that recognises the model being used in order to deliver manuals, as well as trouble-shooting and help guides, would be a smart way to interact with an increasing digital-savvy audience
BALANCINGFUNCTIONAL AND EMOTIONALConsumers are influenced at different stages of the sales cycle in different ways and in some cases emotional mindsets can reframe rational and functional decisions. Brands that can deliver content and experiences that deliver on a practical front as well as offering engagement and emotional stimulus ensure they do not lose the customer at any point.
WHAT THIS MEANS FOR TRIPLE PLAY:
• It’s not always about price and functionality• Organising, informing and educating is
important but so is inspiring, recommending and sharing
• Prioritising of functional and engaging content is key – it is important not to bombard customers with practical information and calls to action – relevance and timeliness is key
FACILITATINGLOYALTY AND ADVOCACYThe availability of public forums, social media and community groups enable greater customer success. Your customers can communicate with others in similar situations to find out what worked best for them. Often, hearing a solution or suggestion from a peer seems more legitimate than hearing it from the company that sold you the product. Peers have no skin in the game and will be completely honest about what worked and what didn’t.
WHAT THIS MEANS FOR TRIPLE PLAY:
• Creating a loyalty scheme for existing customers using the My BT App in order to incentivise important customer actions/behaviours
• Integrating social media and forums into our communications journey
• Building on the excitement of a new customer when they receive their new TV box. This is the year to let everyone know about how much customers love BT TV.
MINDSET AS ADATA SOURCE
1. Awareness2. Consideration3. Purchase4. Welcome5. Early Life6. In Life7. RCW8. WB
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