customer engagement in the digital era
DESCRIPTION
Slides of Gino Van Ossel's talk at Cegeka's event It's all in the Mix on Nov 5, 2013.Gino Van Ossel is Marketing Professor at the Vlerick Business School and gives an overview of the elements you may want to consider in your Customer Engagement strategy.TRANSCRIPT
© Vlerick Business School
AGENDA
1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era
5. conversion in the digital era
6. bonding in the digital era
7. conclusion 3
4
5
“EVER PURCHASED ONLINE” (CORRECTED FOR OFFLINE POPULATION)
6 e-commerce in Belgium, Comeos, June 2013
share of heart
7
AGENDA
1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era
5. conversion in the digital era
6. bonding in the digital era
7. conclusion 8
9
1. target
10
2. engage
11
3. convert
12
4. bond
CUSTOMER JOURNEY
13 source: McKinsey
14
B2B
B2C
AGENDA
1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era
5. conversion in the digital era
6. bonding in the digital era
7. conclusion 15
TARGETING IN THE DIGITAL ERA
cross- channel
multi- channel
mono- channel
• traditional CRM • who ? • what message ? • when ? • what medium ?
18
% SEARCH?
19
touch point share of
transactions hard goods
share of transactions soft goods
paid search 32% 19%
natural search 25% 14%
e-mail 19% 41%
social media < 1% <2%
other 23% 24%
Source: Forrester / GSI Commerce – Holiday attribution research ‘11 (Q1 – 2012)
• traditional CRM • who ? • what message ? • when ? • what medium ?
• the new reality • customer in control • “pull” > “push” • traceability ?
TARGETING IN THE DIGITAL ERA
omni- channel
cross- channel
multi- channel
mono- channel
TARGETING IN THE DIGITAL ERA
multi- channel
mono- channel
cross- channel
omni- channel
Jamie Nordstrom head of Nordstrom Direct
“If we focus on the customer, the outcome will be right”
customer centric commerce
TARGETING IN THE DIGITAL ERA
25
26
B2C
27
36%
55%
57%
65%
70%
70%
73%
Online beoordelingen van consumenten
raadplegen: winkels
Aanbod verkennen alvorens naar de
winkel te gaan
Online beoordelingen van consumenten
raadplegen: producten
Online opzoeken wat er te koop is in
winkels alvorens ik ga winkelen
Online prijzen van producten of diensten
vergelijken
Online prijzen van winkels vergelijken
Online extra info opzoeken over iets dat
ik in een reclamefolder gezien heb
% eerder + helemaal akkoord
bron: “Retail in Belgium,” InSites/Vlerick, 2012 (n = +170 per uitspraak) 28 |
29
plus d’info sur www.carrefour.eu/tv
30
31
• traditional CRM • who ? • what message ? • when ? • what medium ?
TARGETING IN THE DIGITAL ERA
33
34
B2B
35
“B2B buyers have B2C expectations on e-commerce platforms”
Andy Hoar (Forrester Consulting)
36
37
38
39
AGENDA
1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era
5. conversion in the digital era
6. bonding in the digital era
7. conclusion 40
ENGAGEMENT IN THE DIGITAL ERA
omni- channel
cross- channel
multi- channel
mono- channel
42
B2C
43 |
44 |
45 |
46
“We are seeing about 34% of (pick-up) visits translating into additional sales in shop and that number is growing
exponentially at the moment.
It’s typically or increasingly for purchases that the customer didn’t think they would make. So it is quite
out with whatever they were going to collect.”
47
path to purchase
in-store experience
49
B2B
50
“B2B customers are looking for self-service solutions”
Andy Hoar (Forrester Consulting)
ENGAGEMENT IN THE DIGITAL ERA
51 |
pre-digital
sales rep:
knows little about a lot
ignorant customer:
knows nothing
digital
sales rep:
knows little about a lot
informed customer:
knows a lot about little
52
“50% of B2B companies buy from B2C websites”
Andy Hoar (Forrester Consulting)
53
54
AGENDA
1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era
5. conversion in the digital era
6. bonding in the digital era
7. conclusion 55
CONVERSION IN THE DIGITAL ERA
omni- channel
cross- channel
multi- channel
mono- channel
57
B2C
58
59
60
B2B
CONVERSION IN THE DIGITAL ERA
61 |
pre-digital
sales rep:
knows little about a lot
ingnorant customer:
knows nothing
digital
sales rep:
knows little about a lot
informed customer:
knows a lot about little
result
conversion: increasing
interactions:
less & shorter
satisfaction: decreasing (customer & staff !!)
from selling towards helping to buy
62
from selling to helping to buy…
63
AGENDA
1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era
5. bonding in the digital era
6. conclusion
64
BONDING IN THE DIGITAL ERA
omni- channel
cross- channel
multi- channel
mono- channel
66
B2C
BONDING IN THE DIGITAL ERA ?????
67
TARGETING IN THE DIGITAL ERA
68
TARGETING IN THE DIGITAL ERA
69
70
4. bond ?
CUSTOMER JOURNEY
71 source: McKinsey
72
93% of visitors are store customers
73
74
75
LOCATION BASED
medium ?
permission based
text message (SMS)
most intrusive
messaging inside an app
requires installing…
… and opening the app
online advertising
search advertising
bannering
76
77
78
B2B
79
80
81
82
AGENDA
1. welcome to the digital era
2. customer journey
3. targeting in the digital era
4. engagement in the digital era
5. bonding in the digital era
6. conclusion
83
84
customer centric commerce
86
one size doesn’t fit all
OMNI-CHANNEL
omni- channel
cross- channel
multi- channel
mono- channel
OMNI-CHANNEL
multi- channel
mono- channel
cross- channel
omni- channel
share of heart
89
CONCLUSION
90
Prof. Gino Van Ossel
Retail management
E-commerce & omni-channel
Shopper & trade marketing
Channel management
@ginovanossel
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