Customer Experience & Digital Transformation
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All about how your organization can transform your customer's experience with your brand.
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Customer Experience & Digital Transformation
- 1. Strategies for the Marketing Mind
- 2. Transformation The alignment of and continuous optimization of people, process, technology and data in a way that dramatically improves the customer experience.
- 3. Customer Experience Leaders Outperform the Market
- 4. Fire, Ready, Aim 12%immersed themselves in the customer experience 25%actually studied the digital customer experience 88% of companies are going through a digital transformation
- 5. Arke Customers in Transformation
- 6. Customer Experience Revenue Growth Enabling Personnel System Integration Data Driven Strategic Themes of Transformation
- 7. Strategies & Experiences Looking at interactions with customers, prospects, influencers, partners, and employees across the entire organization.
- 10. Imagine if… the experience on bestbuy.com changed based on the type of computer we visited from. One experience being a Mac the other being a Dell Implicit Personalization is based off these available factors… • Location (Atlanta or San Francisco) • Browser (Chrome or Internet Explorer) • Computer type (PC or MAC) • Time of day (Morning or Night) • Screen size (think responsive) What the browser tells us Implicit Personalization
- 11. Imagine if… the content on Starbucks.com changed based on our previous purchases made with the Starbucks app… Explicit Personalization is based off these available factors… • Any data you own (CRM/ERP/Other) • Third Party data sources • Acxiom (b2c) • Demandbase (b2b) What CRM tells us Explicit Personalization Click any link in the email and the starbucks.com immediately closes the loop with CRM and knows all about me
- 12. Imagine if… the experience on cnn.com changed based on the type of content we consumed on our last visit or the referring source Behavioral Personalization is based off these available factors… • Current visit activity • Previous visit activity • Referral source What the experience tells us Behavioral Personalization CNN after they realize I love to travel topics Generic CNN
- 13. Predictive Analytics, Data-Driven Marketing Decisions Agile Personalization Marketing Cross-Channel to individual users Automated Reactionary, Preventative & Predictive Content Marketing Capabilities Comprehensive Data Collection Program (Minimum Viable Data) Arke’s Customer Centricity Model
- 15. Case Study Technologies: Hadoop, Crownpeak, MSCRM, Omniture, Sitecore, Silverpop Supporting Digital Initiatives AFLAC Increased customer and prospect engagement Reduced marketing and agency dependency on IT Cross channel visitor analytics Reduce time to market for digital properties Improved customer experience Multi Agency Support & Governance Standard Digital Content Delivery Platform Increased agent retention
- 16. Case Study Technologies: MongoDB, MSCRM, Silverpop, ExactTarget, MICROS POS, MSCRM, Azure ML Digital Program Management Herschend Family Entertainment 50% increase year over year in online revenue. Heavy Email & Nurture campaigns driven by CRM and Exact Target
- 17. Case Study Technologies: Oracle RightNow, Shopatron, MongoDB, Sitecore, Oracle Responsys, Azure ML Digital Commerce Transformation MIZUNO USA Increase engagement with custom applications Reduced marketing and agency dependency on IT Support retailing events and marketing Collapse ecommerce funnel Increase ecommerce revenue Personalized and Engage in Ecommerce Channels Implement Customer Experience Management Upsell and cross sell divisions and products
- 19. ABO Arke Business Optimization; is an audit of people, process, technology, and data giving you the insight to change your business. vCMTO vCMTO – Chief Marketing Technology Officer; with a strategy and understanding we take responsibility for staff, partners and vendor execution. MTA Marketing Technology Alignment; try us out, see how we think, how we can help you think and get a roadmap. 51% TRANSFORMTEST AUDIT EXECUTE ARKE Optimal Engagement Stages Engagement Stages We move through 3 stages together increasein shareholder value
- 20. ARKE Optimal Engagement Stage 3 vCMTO Offerings from Arke We provide the methodology and configuration that allows you to track marketing analytics across channel and funnel stages. Multi-channel Attribution Program Multi-channel Personalization Program Take advantage of Personalization; we consult with you to define the top opportunities for personalization, AB testing and marketing technology capabilities needed. A complete data layer under your marketing technology platforms, this is a merged data profile of all click steams, opens, ecommerce, scores, out of all marketing platforms. Marketing Data Program We use our selection methodology and work closely with you to work through the RFP and selection of a new platform; be it CMS, CRM, Email, Analytics, etc… Platform Selection Program Let’s get tactical! We actually execute our ideas.
- 21. • Project Based Engagement • Mix of Waterfall (Define & Design) and Agile (Implementation) • Fixed Priced SOWs broken up over multiple phases of a project. • Teams always include a program/project manager and resources necessary to execute the specific project requirements developed in the define and design stage. • Retainer Based Engagement • Agile Process • Based on rate card and volume (wide range $75/hr - $275/hr) • Teams typically include a program/project manager over seeing a team(s) that are executing against project briefs where we define minimum viable results. • Arke Program Management (APM) • Similar to Retainer Based Engagements • Arke takes on the overhaul success of the transformation and is responsible for client teams, third party vendor teams, software partners, etc… • APM Retainers start at $10,000/month ARKE Program Management Offerings Engagement Types
- 22. Who is Arke? Marketing Technologists 75consultantssupporting enterprisecustomers A Loyal Partner 300+Projectswitha94%clientretention rate Sitecore, Microsoft, and SFDC Extremelyclosewithoursoftwarepartners(askhow!) Innovators Weareconstantlyimprovingoursoftwarepartnersproductswith ourownproducts Digital Business Transformation Who is Arke?
Notas del editor
- Responsive design is the most common form of implicit personalization. Think about visiting BestBuy.com and if you are on a MAC the home page talks to you about MAC/iProducts, if you visit from a PC it talks to you about Microsoft based products. Or vice versa and they sell the promotion back to the vendors to duke it out… Think about visiting TVGuide.com and they are changing out the content based on the time of day of the visit. They have content about the popular shows on right now but also what si coming on later that day. It is a constantly evolving rotation of content based on time of day… Think about visiting Disney.com and they are changing out the content based on where you are visiting from. If the visit is near the park; the content talks about how short the lines are and great the weather is right now… If the visit happens inside the park they focus on maps, activities, use the visit to drive action on park property, if the visit is from several states away talk to the visitor about Disney park as a destination, promoting lodging, travel, etc….
- I think the best part about explicit personalization is for B2B or B2C this is when you can truly get to 1-1 marketing. Imagine if the Starbucks example was showing me Frappuccino’s because it is the most popular item I purchase. And the breakfast ad at the bottom is due to the fact that I have never purchased food from Starbucks… The third party data integration is also very interesting because now I can take what appears to an anonymous visitor (in real time) make a request to a third party data provider and they can provide us 100/1000s of pieces of info about that anonymous visitor. The industry they are in, the amount of money they make, their gender, propensity to buy, etc… explicit personalization just got a lot more fun since I don’t have to recognize the visitor as long as my third party data integration does…
- Understand that your goal is not to put more buts in seats, but rather to incrementally improve the monetization of your best customers. Customer Value:In marketing, a customer value proposition (CVP) consists of the sum total of benefits which a vendor promises a customer will receive in return for the customer's associated payment (or other value-transfer). (The difference between what a customer gets from a product and what he or she has to give in order to get it.) Customer Lifecycle: The purpose of the customer life cycle is to define and communicate the stages through which a customer progresses when considering, purchasing and using products, and the associated business processes a company uses to move the customer through the customer life cycle. Customer Experience: is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context.