Thoughts  on  customer    centricity  and  marke3ng  

automa3on    Michael  Leander    >  www.michaelleander.me    >  @michaelleander  >  #ddmconference  

See  your  picture  here    

The  purpose  of  marke3ng  is  to  acquire,  convert,  sustain  and  grow  

customers  whom  then  in  turn  will  a.ract  other  customers  through  

referrals  

DIRECTION  -­‐  purpose  -­‐  strategy  -­‐  tac>cs  -­‐  execu>on  -­‐  measure    

4  

From  wasted  to  wanted  

Messaging  

Customer  intelligence  

Mass  Communica>on  

Demographic  data  

Customer  history  

Contact    data  

Personalized  Communica>on  

Segmented  Communica>on  

Transac>onal  Communica>on  

Customer  transac>on  

Inten>on/  behaviour  

Data  source  Integrated    Web    analy>cs  

Web  sales  Mailing  list/  database  

CRM  system  Mailing  list/  database  

Customer  value  

Poten>al  benefit  =  Tailored  promo>ons  (sales)  

Loyalty  

Informa>on  

Relevant  offers  

Behavioral  Communica>on  

Poten>al  benefit  =  Up-­‐sales/  promo>ons  

Triggers  based    on    behavior  

Trigger  on    transac3on  

 Newsle@ers,  surveys  &  

one-­‐size-­‐fits-­‐all  promo3ons  

 

Lifecycle  emails  

Targeted  email  campaigns/  offers  

97%  here  

Essen3al  prerequisites  in  2014    1.  A  clear  direc9on  and  enough  9me  &  resources  

to  get  there  2.  A  strong  database  capturing  essen9al  customer  

and  prospect  informa9on  across  all  touch-­‐points    3.  A  da9ng  mindset,  not  a  “sex  on  the  first  date”  

mindset    4.  A  relevancy  mindset  5.  Approach  content  contextually  with  a  focused  

conversion  objec9ve  for  every  piece  of  content  you  put  out  there    

Know  your  browsers  and  buyers  

Automate  marke9ng  

•  Email  marke9ng  >    

All  good  marke9ng  automa9on    starts  with  geLng  her  permission  

-­‐  Email  -­‐  Mobile  -­‐  Postal  -­‐  Telephone  

How  do  you  earn  a.en>on  in  the  stream?    

Ø Content  is  needed  to  get  into  the  stream  of  your  audience  

Ø No  content,  no  eyeballs  Ø No  eyeballs,  no  interac9on  (out  of  sight,  out  of  mind)  

Ø Timing,  relevance,  customiza9on  

Ø Automa9on  ?      

Own  The  Experience  from  A  to  Z  

THE  CUSTOMER  Experience  

OMNICHANNEL  

RELEVANCE   EMPOWERMENT  

Innova9on  reflec9ng  the  9mes  we  are  

living  in  

65  fast  paced  minutes  sharing  thoughts  on  these  areas  

Where  are  we  exactly?  

What  we  need  to  learn/unlearn  

Customer  centricity  

Marke>ng  IQ  Test  

Which  presenta>on?  

A  –  With  fun  

B  –  Without  fun  

What  really  decides  consumers  to  buy  or  not  to  buy  is  the  content  of  your  adver>sing,  not  its  form.  David  Ogilvy    

Using  humor  is  fine,  but  make  sure  you  connect  to  your  core  value  proposi>on  

May  I  be  blunt  ?    •  You  already  know  what  you  are  supposed  to  do  when  it  comes  to  customer  engagement,  marke9ng  automa9on  and  such.  Commonsense.  

•  Problem  is  that  90%  of  us  are  not  prepared  to  deal  with  the  technical  details  necessary  to  make  it  work  

•  And  50%  of  us  haven’t  the  resources  to  copy  write,  produce  content  and  such  

•  But  90%  of  us  have  no  problem  con3nuing  doing  what  we  have  been  doing  for  years  (“the  stronger  the  brand,  the  bigger  the  waste”)  

iQuestion  Time      

A  quick  marke3ng  IQ  test  for  Portuguese  marketers  and  a  look  at  some  of  the  changes  you  need  to  embrace  soon  

Which  reads  the  most    words  per  minute  –  the  eye  or  the  ear?  

2.500  words  per  minute   125  words  per  minute  

Quote:  Eye  reads  20  9mes  faster  than  the  ear  @michaelleander    

Picture  economy  is  here  to  stay  

Let’s  set  a  new  world  record  •  Take  a  picture  of  the  

person  siLng  next  to  you    

•  Pass  the  camera  around  quickly  –  we  only  have  45  minutes  

•  Leave  business  card  if  you  want  Guide  to  get  started  with  Marke3ng  Automa3on  (June)  

•  Don’t  want  your  pic  on  Facebook  –  cover  your  face  

Trondheim,  Norway  

Sydney,  Australia  

Visuals  s>r  emo>ons  in  a  heart  beat  

Find  a  picture-­‐editorial  style  that  works  in  all  channels  

Hero  shots  telling  stories  

New challenges, new opportunities, new fads

Touch

Use  humor  and  demonstrate  the  benefit  of  your  product  

Where  exactly  are  we  now?    

Empty  that  old  box  and  rethink    how  to  make  marke3ng  work  

New  genera>ons  have  different  expecta>ons  

80-­‐90%  of  us  are  not  on  the  right  track,  not  focusing  on  the  things  that  really  ma@ers  

Unsilo  your  email  marke>ng  ac>vi>es  

Silos    

Make  

You   Suck  

OMNIPRESENCE  MULTI-­‐CHANNEL  

 be  where  your  customers  and  prospects  are  

Internet  access  in  Portugal    growing  steadily.  

Meanwhile  in  Denmark  Door  drops  are  becoming  more  effec3ve  

allowing  consumer  choice  of  which  adver3sements  to  receive  

Marke3ng  automa3on:    

Retarge3ng  is  the  new  black  onsite  –  but  also  via  

“targeted”  emails  

..  and  what  once  generated  

billions  in  sales  was  doomed  dead,  but  now  might  become  

fashionable  once  again  

The  biggest  conspiracy:    Hundreds  of  thousands  of  marketers  

insis3ng  on  reinven3ng  the  wheel  every  day  

Get  10  Facebook  friends  to  vouch  for  you  to  get  your    

quick  loan  

Balancing  between  two  stools    

My  a@empt  to  break  up  with  Qatar  Airways  to  start  a  rela3onship  with  E3had  Airways  started  off  really  good,  but  then  failed  miserably  

Listening  to  the  conversa3on  about  your  brand  should  be  part  of  your  

customer  centricity  program  

Big  Data  or  Small  Data?  

If  you  can’t  handle  small  data  –  you  can  forget  about  big  data  !    

What  is  the  biggest  reason  for  customers  defec3on?  

•  Price  of  service  •  Dissa3sfac3on  •  Don’t  get  a@en3on  

TOP  5  reasons  for  customer  defec3on  

Customer  Expecta3ons  When  are  the  customer  in  touch  with  us  and  why?  Which  expecta9ons  do  they  have  and  how  do  we  live  up  to  them?  How  do  we  communicate  with  the  customers?  What  impact  does  customer  sa9sfac9on  have  on  revenue  and  profit?  

Customer  Value  Which  customers  have  which  value?  

How  do  we  measure  it?  Which  customers  will  we  ajract,  retain  

or  develop?  Which  service  will  we  provide  the  

defined  segments?  

Knowledge  of  Customers  How  do  we  collect  knowledge  of  our  customers  In  which  touch  points?  How  do  we  use  this  knowledge?  How  can  we  enrich  and  increase  our  own  knowledge  

Customer  Experience  How  do  we  ensure  that  customers  get  the  same  experience  across  all  touch  points?  On  which  level  must  the  experience  be  consistent  across  all  channels?  

Balanced  effort  How  do  we  balance  our  efforts  in  rela9on  to  the    customers  value?  What  effect  does  that  have  in  our  ac9vi9es?  How  far  will  we  go?  How  do  we  focus  on  loyalty,  reten9on  and  cross  sales?  

Integra3on  How  do  we  share  knowledge  of  our  customers?  How  do  we  plan  and  implement  customer  ac9vi9es  across  the  company?  How  close  do  we  want  to    integrate  ourselves  with    customers  and  partners?  

Customer  strategy  

Knowledge  

Customer  Value  

Customer  Expecta9on  

Balanced  effort  

Integra3on  

Customer  Experience  

Don’t  count  the  customers    you  reach  –  Reach  those  who  count  #adtechjkt  @michaelleander  

Like  not  like,  like  AIDA    The  power  of  social  is  in  the  

share  which  leads  to  tangible  ac>ons  

AID+LIRA  Attention > Interest > Desire + Like – Interaction – Recommendation - Action

Engagement  Share  is  good,  but  ac>on  counts  

Like  is  NOT  a  currency,  engagements  conver6ng  to  ac6ons  are  @michaelleander    #ddmconference  

The  power  of  social  is  in  the  share  

Page  likes   5.000  Organic  reach  

845  

Shared   222  Total  reach   23.168  Clicks   ?  Likes   74  

Call  to  ac9on  

The  Power  of  Paper  

Mul6-­‐channel  really  is  mul6-­‐channel.  Across  the  board  25%  of    consumers  prefer  paper  over  digital  in  cri6cal  stages  of  the  buying  cycle    

Time  to  pay  a@en3on  

•  Which  touch  points  can  you  u9lize  to  provide  a  bejer  customer  experience?  

•  Which  processes  can  you  automate  effec9vely  without  loosing  the  personal  touch?    

•  How  can  you  have  a  meaningful  and  relevant  “conversa9on”  with  your  audience?    

•  How  do  you  integrated  paper  and  electronic    

Will  they  get  the  deal?  

Omnipresence  means  owning  the  customer  experience  in  all  channels  #ddmconference  @michaelleander  

No  more  one  size  fits  all  –    no  more  pretending  

Changes  in  buying  behavior  impacts  the  sales  cycles  tremendously  

OTS*  high  to  get  a  reac9on  

No  sex  on  the  first  date  

*OTS  =  Opportunity  to  see  

Referral  &    recommenda6on  

Latency  increase  

incuba3on3me  

THE  COLOSSAL  OTS  CHALLENGE  Ajen9on   Ac9on  

Message   Message   Message   Message   Message   Ac9on  

Increase  Opportunity  To  See  by  mul>ple  of  3,  5,  10  

Pre  launch  phase   Hard  selling  phase  Nurture  &  convince  phase  

The  “it’s  all  over”  phase  

Increase  OTS  for  be.er  results  –    works  almost  all  the  >me  

•  Remember:  people  take  longer  9me  to  make  a  decision  •  Higher  frequency  will  not  hurt  you  as  long  as  you  are  well  established  in  the  Mind-­‐Box  

•  In  email  marke9ng,  be  sure  to  differen9ate  messages  based  on  open,  clicked,  no  ac9on  

Think about top, mid and end of funnel and focus ferociously on the end goal, short and long term

BoOom  of  funnel  is  where  the  ac6on  takes  place  –    engagement  need  to  drive  your  audience  towards  

the  boOom  of  the  funnel  

In  Summary:  Own  the  Experience  by  an3cipa3ng  customer  needs  

>  An9cipate  customer  needs  >  Provide  9mely  service    >  Differen9ate    communica9on  >  Personalize    communica9on    >  Understand    preferences  >  Manage  the    permission  

Personalize  and/or  customize  the  experience  push/pull  

Sta3c  approach:  Homepage  

Sta>c  approach:  What  does  your  visitor  want  to  do  next?    

It  ain’t  over  

un3l  it  is  over  

Michael@michaelleander.me