now what? how to execute on your customer experience strategy
DESCRIPTION
Our latest presentation at the Total Digital Experience conference in August. Includes suggestions on executing Precision Marketing efforts based on a solid CX strategy. Features a client case study with examples of a successful contact strategy.TRANSCRIPT
NOW WHAT? How To Execute On Your Customer Experience Strategy Anne Cramer, East Bay Group @Custoholic
August 21, 2014
How did we get to now?
¨ You have the strategy ¨ You have the technology ¨ You have the content
development capability ¨ You have the team (or
partners)
Precision MarkeOng
Must be:
Relevant Data Driven
Value and Needs Based Ever-‐evolving
Relevance: Customers have come to expect and even demand it
¨ Uniqueness and personalizaOon ¨ Convenience and channel opOons ¨ Value ¨ ParOcipate with companies in the
value-‐creaOon process ¨ Relevant informaOon to make beYer
buying decisions ¨ Social interacOon (off-‐line, on-‐line,
virtual)
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Data Driven: MulO-‐channel interacOons fuel a comprehensive strategy
The right message to the right person at the right Ome through the right channel to manage the customer experience and have each customer reach their value potenOal
Sales Interactions
Marketing Interactions
Service & Support Interactions
Buyer Journey
Manage the Buyer Experience Across All Channels
SOCIAL MEDIA
Value and Needs Based: ImplementaOon of segment strategies across the lifecycle
Value Segmentation Behavioral Segmentation
Need-based Segmentation
Propensity Analysis
Churn Analysis
¨ Precision TargeOng ¤ Marketer-‐iniOated
communicaOons delivered to specific segments via addressable channels
Direct Mail
Outbound Telemarketing
Mobile Messaging
Retail Point of Sale
E-Mail Home Page
Precision Targeting
Mass Targeting
Dynamic Targeting
Microsites
Search Engines
RSS Feeds
Smart Phone Apps
Targeted TV
Radio
Broadcast TV
Targeted Display Ads
Retargeted Display Ads
Un-Targeted Display Ads
Social Networks
Inbound Telemarketing
Blogs
Outdoor
¨ Mass TargeOng ¤ Marketer-‐iniOated
communicaOons delivered across mass media channels and/or wide geographic areas
¨ Dynamic TargeOng ¤ Consumer-‐iniOated behaviors that
trigger specific markeOng iniOaOves and interacOons
Ever Evolving: Cost effecOvely developing a learning relaOonship over Ome
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INITIAL CONTACT
Learning Relationship
Ask for information Show that you learned from
previous interaction
Ask for information
Show that you learned and ask for appointment
Drip 1 Drip 2 Drip 3 Direct To Sales
“Rate your firm’s readiness
for x regulation”
“What steps are you taking?”
“52% of firms don’t think they are ready for x”
“Case study to get ready for x regulation”
Large MulO-‐brand Hospitality Company
Case Study
Customer Experience ObjecOves
Develop describable segment profiles that are acOonable for markeOng and sales purposes:
• Develop Customer Segment Profiles • Create segment-‐driven customer strategy and tacOcal plan • UOlize analyOcs to idenOfy ‘look alike’ core prospects
Use knowledge derived from segmentaOon to improve acquisiOon, retenOon and loyalty/growth
• Develop differenOated treatments for each intersecOon of a needs cluster with a value segment
• DifferenOated markeOng and sales • Relevant communicaOons: message and channel plans • Upsell/Cross sell as appropriate
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Smart customer treatment across the company and its brands
First, the Journey Map(s)
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We obtained a 2700 ‘view’ due to lack of financial data – we were able to use proxies for any gaps
Trip History Response History Booking History
Channels Web Behavior Sa9sfac9on
Age Income Wealth Gender Family
Composi9on Geographic
Frequency Value Revisit
Brand Affinity
Interests AFtudes
Preferences
Behaviors
Demographics Value and Models
Psychographics
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Wealthy AcOve Ladies Segment Profile
¨ AcOve, adventure seeking ¨ ReOred or highly educated
professionals ¨ Ranging in age from 45-‐65
¤ 30% are single but 65% are traveling alone or with a girlfriend
¨ High interest in InternaOonal travel
¨ Online savvy, including asset management, banking and travel plans
¨ Frequently fly for business and pleasure
Preferred Brands
Adventure Brand 1
Adventure Brand 2
Cruise
Resort 1
Resort 2
Wealthy AcOve Ladies 3rd Party Data Matching
None Low Moderate High
Key
Travel Indicators
Online Travel Plan
Frequent Flyer for Business Frequent Flyer Travel in
General International
Travel Travel in US Cruise
High High Highest Highest Highest Highest Highest
Technology & Other Indicators
Heavy Internet Usage
Internet Buyer Bargain Seekers Catalog Buyers Gourmet
Cooking
High Average No No No
Activity Indicators
Adventure Seekers Camping Bird Watching Wildlife Photography Boating Ocean
Activities Golf Skiing
Above Average No None No No No No No No
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Wealthy AcOve Ladies Contact Strategy
Value ProposiOon
Knowledgeable Guides
You don’t have to travel alone
LogisOcs and planning handled
Messaging
Woman-‐friendly travel
Adventurous, but safe
Make new friends around
the world
Offers
Friends fly / travel free
Single Supplement
Offers
Supplemental Excursions
RetenOon/ Support
Social Media follow ups
High touch follow up
Meet over Skype before
trips
CommunicaOons
Targeted email
Social Media / Reviews
Catalogs -‐ Targeted
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Wealthy AcOve Ladies Contact Strategy
Quarterly DM communicaOons that support a conOnuous relaOonship
DM or EM communicaOons that focus on the lifecycle of the past guest
DM or EM communicaOons that result from behaviors and customer engagement
Jan May Oct June July Aug Sept Nov Dec Feb Mar Apr Triggers and General
emails Q3 Postcard Q2 Campaign Triggers + emails Triggers + emails
Targeted • Q2: “Don’t miss out on the Adventure.” – highlight Trips and Spa Weekends • Q3: All about ease of travel – Show guide-‐led adventure vacaOon opOons,
highlight higher class ships/desOnaOons • Ongoing emails: Last minute offers and sales -‐ life is short – travel your
bucket list now! 3rd Party accolades for trips (Nat Geo, REI, Outdoor Mag etc.) • Create and sell combo packages targeted to 1. Solo women 2. Bring a friend
with a discount (vs. an upcharge)
Timed • Trip Anniversary Trigger with Single Supplement offer • Model past trips – offer themed (adventure, relaxaOon, internaOonal bucket
list) and offer consultaOon • ConsideraOon – offer up Why Us – we cater to AcOve Women who know what
they want
Triggered • Pre trip info packages and opOons to meet up with other group travelers • Pop up sales both for trips and bring a friend – you get an upgrade and they
get a trip with no solo supplement or add a supplemental opOon etc.
Wealthy AcOve Ladies Key Influencers
They rely most on past experience (their own and friends/family), publicly available informaOon and raOngs services to help select a lodging or trip organizer
They may not easily discover your brands today. Need more brand awareness as cross-‐sell increases
Recommenda9ons from friends and family are the strongest influencers on Wealthy Ac9ve Ladies
Friends and Family
Brand Awareness
Social Media
They rely on reviews to a greater extent. Travel agent and transacOonal internet site recommendaOons are influenOal, but generally not the primary decision influencer.
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Lifecycle Programs and General Outreach
¨ Suggested Lifecycle Programs ¤ Awareness/ConsideraOon ¤ At Booking ¤ Pre-‐trip ¤ On Property/During Trip ¤ Post-‐trip ¤ Birthday/Anniversary Triggers
¨ General Programs ¤ Welcome ¤ Upsell (by Segment) ¤ General Outreach for Top
Deciles by Segment ¤ Referrals ¤ Surveys as MarkeOng Tools ¤ Opt In ¤ Social ¤ Abandoned ReservaOon
Data-‐driven personalizaOon along the customer lifecycle
Welcome
-‐ General Data Entry -‐ Personal Data Entry
(opOonal)
Select Op9ons
-‐ Pre-‐Cruise-‐Planner -‐ Personalized order
of offers -‐ Special offers
Database
Confirma9on/ Informa9on -‐ Personalized info
-‐ Chosen channel and in a format suiOng the customer segment
Trip/Cruise
-‐ Personalized Service -‐ Gather InformaOon
AOer Trip/Cruise
-‐ Personalized Thank-‐you -‐ Loyalty Club invitaOon -‐ Personalized Offers
Loyalty Club
-‐ Increased PersonalizaOon
-‐ Personalized offers
USAGE as personalized as possible
INPUT as much as possible
Customer Strategy by Revenue Tier
Recogni9on Programs Post stay interacOon to say “thank you”
Brand level programs Frequency Marke9ng
Learn buying cycles Fewer discounts
More perks
Enhance Rela9onship Tailor the relaOonship –
See Affluent Deck
Excep9onal Service Perks, Staff AYenOon
Guaranteed Omely response to phone & emails
Premature Privileges Challenge to commit to
Rewards level
Value Streams Sell related products and services in likely bundles
Good QA and Follow up Access to most skilled CSR’s, customer service interacOons
include up/cross-‐selling
Responsive Stop soliciOng
Win back for unknowns
Economical Service Customer service opOons Cheaper for using only web
No Discounts Rack Rate
Segment 1 & 5 Status Quo Segments 2 & 6 Get/Keep Segments 3 & 4 Grow
Pop-‐ Up Offers Shoulder Season
Welcome Stream
WHAT: ¤ Emails that are triggered based on a new
registrant, first-‐Ome customer reservaOon or catalogue request.
WHEN:
¤ Customer: Immediately ater booking. n Should be a series, based on acOon/reacOon
customized for purchase type/channel and possible model segment.
n Should be mulOchannel and give a chance for opt in, feedback and Ops.
WHY:
¤ To engage new customers and to start the process of understanding them for future interacOons.
HOW:
¤ Start: Pull new prospect/customer list daily based on data collected during booking.
¤ Automate: Trigger based
Pre-‐stay -‐ Upsell
¨ WHAT: ¤ Remind customers that there are things to
do on Property, souvenirs to purchase, F&B opOons.
¤ Ideally, it should be a gentle effort with a confirmaOon vs. an “ask.”
¨ WHEN: ¤ Should be done at consideraOon in call
center and pre-‐stay for all. ¤ Can Oe into birthday, anniversary, life
events.
¨ WHY: ¤ It makes it easy for customers to try another
lodging opOon ¤ If reservaOons are Oght, offer spa or special
dinner event to improve experience.
¨ HOW: ¤ List pull based on paYerns of orders. ¤ Property knowledge
Pre-‐Stay – High Value
¨ For High Value Room/Trip Guests ¤ Hold prime restaurant table in their name and send personalized
invitaOon ¤ Offer selecOon of ameniOes (fruit, free drinks or dessert, parking, etc.
depending on venue)
Pre-‐trip Engagement
(#)
¨ WHAT: ¤ Get ready emails that build excitement ¤ Packing lists, excursion details, other
recommendaOons
¨ WHEN: ¤ Pre-‐trip lifecycle stage ¤ Test and learn to determine best
Oming
¨ WHY: ¤ Builds excitement ¤ May lead to cross-‐ or upsell
¨ HOW: ¤ List pull based on pre-‐trip Oming as
well as segment details
On Property/During Trip
¨ Hand out invitaOons to 1:1 type experiences and events that are occurring during that stay, as well as calendar of future events that are in their interest area.
¨ Personalize for individual brands
Post-‐trip re-‐engagement
¨ WHAT: ¤ Offers to select guests, especially first
Ome visitors, to review and refer ¤ Thanks for the memories, post your
photos, write a review, stay in touch
¨ WHEN: ¤ Post-‐trip lifecycle stage ¤ Test and learn to determine best
Oming ¤ Known trigger dates – birthdays,
anniversaries
¨ WHY: ¤ Extend warm feeling of vacaOon
¨ HOW: ¤ List pull based on post-‐trip Oming as
well as segment details
Referrals
¨ WHAT: ¤ 92% of consumers trust
recommendaOons from friends vs. 33% who trust online ads – Nielsen
¨ WHEN: ¤ Triggered based on desired behaviors ¤ Test and learn ideal Oming post-‐trip
¨ WHY: ¤ Customers are likely to refer people
like themselves, adding to valuable prospect pool
¤ Keep your company top of mind
¨ HOW: ¤ Make it easy to share, refer, review ¤ Provide incenOves
PromoOonal Mailings & Flash Sales
WHAT: ¤ Mix up promoOonal types to create a
barrier to discount “waiOng.” ¤ Use limited Ome, only X let and Flash
Sales for distressed inventor or to target specific segments.
WHEN: ¤ Rotate in and out of current promo
schedule. WHY:
¤ To keep engagement and aYenOon as well as tesOng what works best for different segments.
HOW: ¤ Display ad connecOon needs to be Oed
into specific landing pages. ¤ Metrics/tesOng parOcularly important
InacOve and Non-‐Opt-‐in Management
WHAT: ¤ Program designed to “reacOvate” disengaged
customers ¤ Data management process component ¤ Opt in strategy
WHEN: ¤ Best approach is right ater a set period of
inacOvity ¤ Take into consideraOon the lifecycle of product
and recency of the campaign n On recurring basis for cleansing
WHY: ¤ InacOves reduce ROI; can cause deliverability
and inbox placement issues and are a lost revenue opportunity; low hanging fruit
HOW: ¤ Develop list segments based on inacOvity type. ¤ Evaluate record and offer an incenOve or git
opportunity. ¤ Ask to update new preference s ¤ Prominently share unsubscribe info.
Lessons Learned
¨ SegmentaOon/Personas must be based in reality and acOonable ¤ Fill in the gaps!
¨ Nurturing the customer along the lifecycle ¤ Enabling the learning relaOonship
¨ Integrated mulO-‐channel interacOons ¤ Customers are not thinking about channels, they just want what they want
when they want it ¨ Flexibility
¤ The customer journey changes over Ome – keep revisiOng it and embrace conOnuous learning
¨ Test and Learn; measure, measure measure! ¨ Ongoing sharing of best pracOces
¤ Encourage innovaOon and sharing based on ongoing customer engagement
