engaging astrid swanson

Engaging Astrid Swanson

“The most successful organizations co-create products and services with customers, and integrate customers into core processes. They are adopting new channels to engage and stay in tune with customers. By drawing more insight from the available data, successful CEOs make customer intimacy their number-one priority.”

-IBM Insights from 1500 CEOs, 2010

Lorne Gladstone, Managing Partner, CenttricKlaas Bals, Director & CTO, Inventive Designers

Xplor International Conference & Vendor Forum, March 27-29, 2012

Who We Are

Communication specialists

Integration partner

Implementation

Post-implementation

USA + Canada

• Technology specialists• Continuous innovation• Customer intimacy• Flexible organization

• International


The Challenge



The cost of not engaging..

Retention Acquisition

5 times More $

Example #1Personalization? What Personalization?


Example #2Word spreads FAST.


Example #3Scan? Open? Both?


Ready, Set, Engage.


Ready

1

Companies must know their customer.

Ready.


"There is only one boss. The customer. And he can fire everybody in the company from the chairman on

down, simply by spending his money somewhere else."

-Sam Walton, Walmart

You may think you know them,

Ready.


but do you really?

Ready.


-IBM Social Media Report, 2010

1. For Discounts

2. To Purchase

3. Reviews & Rankings

4. General Info

12. Be part of a community

Customers say:

Why Customers Go to Companies’ Social Sites:

1. See New Products

2. General Info

3. Submit Product Opinions

4. Exclusive Info

12. For Discounts

Companies think:

Ready.


How would YOU get a message to Lorne or Centtric?

Ready.


You aren’t alone.“A CMO described the prevailing view when she said

‘The empowerment of the consumer is generating more complexity. The mental model is changing. We are facing a major social

transformation.’

31% of CMO’s feel unprepared to deal with this complexity.”-IBM's “From Stretched to Strengthened", a study of 1700 CMO's, 2011


Ready, Set, Engage.

2

Set

And now, the customer’s point of view.


Set.


Set.

Meet Astrid Swanson.

How did we get here?


Set.

1880 1900 1920 1940 1960 1980 2000 2020

Production Era

Sales Era

Marketing Concept Era

Marketing Orientation Era

Customer Experience Management Era

- Marketing (Canadian 7th edition)


Set.

What Does the Customer Want?

“Satisfying the customer is a race without finish.”

-Vernon Zelmer


Set.

1. Jean-Pierre wants to feel like an individual.


Set.

2. Sally wants to choose how she communicates with you, and vice versa!

RSS/ATOM

Voice XML

Fax

Print Web

E-mail

Mobile

Social Media Text


Set.W

hat A

mer

ican

s O

wn.

- www.Pewinternet.org

Mail Delivery

99% of Households & Businesses.


Set.

3. Antonio wants to be communicated with in his preferred language. According to the 2007 US Census, over 55 million (19.7% of the U.S. population) don’t speak English at home.

http://www.census.gov/hhes/socdemo/language/data/acs/ACS-12.pdf

All Other

Asian/ Pacific

Other Indo- European

Spanish

Preferred Language:

35 million

10 million

8 million

2 million


Set.

4. Jason wants documents to be accurate and personal.


Set.

BEFORE AFTER


Set.

5. Ann wants communication to be quick and timely.

http://lisbethcalandrino.com/wp-content/uploads/2011/07/CustomerService-300x2251.jpg


Set.

6. Manuel wants simple, easy to understand content.

What follows is an example of some bank wording that was recently reworded, much to the relief of its customers.


Set.

AFTER

We and our advisors may receive ongoing commissions on any mutual funds you hold. In addition, we and our related companies may be a sponsor of mutual funds and may receive compensation

from those funds.

BEFORE

In respect of investment in mutual funds, you acknowledge that NBF or advisors employed by NBF may receive from other persons ongoing trailer commissions in respect of any mutual fund in which you hold investments, and that NBF or its related entities may be a sponsor of a mutual fund and may receive compensation in relation to such mutual funds.


Set.

7. Robert cares about the environment.


Set.

8. Mark needs to feel safe.

“80% of potential bank customers want to communicate with their banks using secure email, while only about 40% can do so currently.”

-Osterman Research 2011


Set.

9. Margaret appreciates being reminded.

Be proactive.

Automated notifications and client data make it possible for you to make their lives a little easier.


Set.

10. Samuel wants a consistent look and feel.

hy do Americans go to McDonalds when in Amsterdam?

ecause they know what to expect.


Set.

11. Mary doesn’t like to repeat herself.

If a customer has spoken to one person in your company; they shouldn’t have to repeat themselves.

Insurance companies have been known to send renewal letters to deceased customers because the claims department never shared their information with underwriting.


Set.

Here are examples of companies who are successfully engaging their customers.


Set.

Farmers2.9% market share in 2010

Allstate 5.5% market share in 2010

70,000 likes 2,300,000 likes


Set.

Nike ExampleAFTER

Optimized for DHL*= faster scanning times= better shipping rates

Traditional label

BEFORE


Set.

Piggy Bank

AFTERBEFORE

•1300 Investment advisors each created a different welcome letter•No consistency•No branding•No control

Ready, Set, Engage.

3

Engage


Engage.

• Largest Telco • Founded in 1930• 6 Billion revenue• 17.000 employees• 2000 offices• 5 Million+ customers


Engage.

StartJob

RetrieveTargets

/ Segment

AssignSchedule

CRMSalesforce.com

XML

Tracking Database-Job

- Contact schedule=“schedule.xml” status=“sms”

- Contact- ...

-Job- Contact


Engage.

start endPrint

If everybody was Astrid Swanson…


Engage.

start

end

Email

Emailed

Soft Bounce

Print

Success

Error

Soft Bounce

After 3 retries

After 12 hours

Hard Bounceor After 7 days

ConfirmationRead Receipt


Engage.

<?xml version="1.0" encoding="UTF-8"?><scxml xmlns="http://www.w3.org/2005/07/scxml" xmlns:my="http://scxml.example.com/" version="1.0" initial="mail">

<state id="mail"><onentry>

<my:channel type="mail"/></onentry><transition event="channel.mail.success" target="mailed"/><transition event="channel.mail.error" target="print"/>

</state>

<state id="mailed"><onentry>

<send id="mailed-timer" event="'schedule.timeout.response-timer'" delay="'2d'"/></onentry><transition event="response.ok" target="exit"/><transition event="response.print" target="print"/><transition event="schedule.timeout.response-timer" target="print"/><onexit>

<cancel sendid="mailed-timer"/></onexit></state>

<state id="print"><onentry>

<my:channel type="print"/></onentry>

<transition target="exit"/></state>

<final id="exit"/>

</scxml>

error

Mail

Mailed

Print

success

ok

print timeout


Engage.

Daytime every few minutes

RetrieveSMS

Contacts

Create Message

Send Message

Every weekend

RetrievePostal

Contacts

Create Output

Print

Every minute

Retrievee-mail

Contacts

Create Message

Rewrite links

Setup landing pages

Send Mail

Twitter activity

RetrieveTwitter Contacts

Create Message

Send Message


Engage.

SMSFacility

Concept Store

Schedule (State Machine)Tim

er

Twitter

E-mail

Print

SMS (Responses)

Links (Doc Flow)

Bounces (DSN)

Orders (CRM)

Engage

Your company can communicate with millions, yet still engage individuals.

Like Astrid Swanson, whose preference is a simple letter in the mail.

And Jason O’Neill, whose preference is facebook and twitter.

And Sally Wong, whose preference is email.

And Jean-Pierre Gagnon, whose preference is large font on paper.


Engage.

Know me,or NO me.

Communicate with Millions,Engage Individuals.

For more information on Centtric and

its best-of-breed Customer Communications Management Software and services,

call Lorne Gladstone at 1-800-887-2143.

Say Hi to us at Booth #33 today!

Lorne Gladstone, Managing Partner, CenttricKlaas Bals, Director & CTO, Inventive Designers


engaging astrid swanson

Technology

marketing canadian

successful ceos

companies social sites

successful organizations

prevailing view

ibm insights

new channels

general info2