BRIDGING THE GAP BETWEEN CONSUMER EXPECTATIONS AND EXPERIENCE
Hayden Saunders – Programme Director– Epsilon EMEA
London Breakfast Briefing, 16 June 2011
• Changes in consumer expectations
• What that means for marketing and marketers
• Some practical examples that show how we can embrace that change
What we will cover today
Consumers have taken control, and we see it every day in their expectations and behaviours
• Unprecedented choice How and when they communicate with
brands and each other Obtain information Make decisions, shop and buy
• Accelerated pace of interactions Digital interactions enable consumer voices
to be heard and amplified across channels in minutes
Consumer Empowerment
Marketing has changed more in the last 5 years than the previous 50
• Impact of media proliferation• Science versus art• Seamless consumer movement
between channels• Consequences of time compression
on marketing
Marketing Complexity
The choices are
Marketers at a crossroads
Or…
Become paralyzed by the complexity and
apparent loss of control
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Embrace this shifting marketplace with
new ways to listen, learn and influence
consumer behaviour
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You Have to Be Listening
You Have to Be Channel Aware
You Have to Have a Message Ready
You Have to Be Integrated
You Have to Have a Multi-Channel Plan
You Have to Have Memory
You Need to Understand the Influencer Network
You Need to Link all the Interactions by Consumer
Marketers must adopt new ways to …
A new way forward
We call it Customer Experience Marketing
Engage Consumers Differentiate Brands Earn Long-Term Preference
• Welcomes customer participation into experience design
• Facilitates engaging conversations across channels
• Evolves conversations into win-win relationships
• Inspires consumer involvement and action
• Leads to loyalty, giving brands a true competitive advantage
• Stops disrupting what people are interested in and becomes what they’re interested in
Tenets of Customer Experience Marketing
TARGET
Experience maps | Year 2000 example
TOUCHPOINTS
SHOP
CUSTOMER CALL CENTRE
EMAILS / NEWSLETTERS
DIRECT MAIL
SMS / TEXT
PRINT ADS & OUTDOOR ADS
BROADCASTS: TV & RADIO
WEBSITE
Jennifer Thompson• Age 34• Married mother of 3• Lives in Basingstoke, Hants• Household income £85,000• Magazine subscriber to:
o Homeo Health & fitness
• Catalogue buyer
ENGAGE
4
On her way back from the supermarket, Jennifer notices an ABC shop, and decides to look at their summer dresses. Jennifer buys a dress.
At the till, Jennifer signs up to receive the ABC Fashion mail order catalogue.
ONLINE BANNERS / SEARCH
BOND
5
Jennifer receives ABC Fashion’s catalogue in the post. While drinking coffee with a friend at home, they leaf through the catalogue and post an order for several accessories to go with her new dress.
CONNECT
1 2
3
Jennifer receives her favourite health and fitness magazine in the post and while reading sees a full page ad for ABC Fashion.
Later, she sees a billboard promoting ABC Fashion on her drive home. That evening, while watching TV she sees an advert promoting ABC’s new summer collection.
TARGET
Experience maps | 2011 Example
TOUCHPOINTS
SHOP
CUSTOMER CALL CENTRE
EMAILS / NEWSLETTERS
DIRECT MAIL
SMS / TEXT
PRINT ADS & OUTDOOR ADS
BROADCASTS: TV & RADIO
WEBSITE
Jennifer Thompson• Age 34• Married mother of 3• Lives in Basingstoke, Hants• Household income £85,000• Magazine subscriber to:
o Homeo Health & fitness
• Catalogue buyer
ONLINE BANNERS / SEARCH / SM
CONNECT
1 2
3
While checking her email online, Jennifer noticed a banner ad for ABC Fashion. She’d heard of the shop as her friend talked about it on Facebook.
From the ad, she clicked through to the shop’s website where she saw a dress she liked. She decided to sign up to special offers by email and SMS.
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5
ENGAGE
6
Minutes later Jennifer received a welcome email from ABC Fashion, which included a 10% limited time discount on their summer collection.
Going to the website, she added the dress in the shopping cart but had second thoughts. The next day, a reminder email arrived. A week later a postcard arrived with the same offer and deadline. She went back to the website and completed the order.
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8
910
BOND
Following the delivery of the dress, Jennifer received an email suggesting accessories to match. Going into the high street store to look, she decided to buy them. The next week she received a reward voucher in the post.
Via one of ABC’s weekly emails she puts an ABC shop link on her Facebook page, as she will earn credits for each friend who signs up to their emails.
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WRAP-UP
• Consumer empowerment
• Marketing complexity
• Data potential
• Understand and facilitate the customer experience
• Higher conversion, higher loyalty
Wrap-up
Customer Experience Marketing
Q&A