Create Lifetime Customers with Data and Experience Marketing
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Lars Birkholm Petersen presented on using data and experience marketing to create lifetime customers. He discussed how marketing through isolated channels creates disconnected customer experiences. The key steps are to collect customer data to develop a single view of each contact, align objectives and strategies, and provide contextualized experiences that support customer needs in real-time. Experience marketing can increase conversions by personalizing interactions and providing a seamless brand experience across channels.
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Create Lifetime Customers with Data and Experience Marketing
- 1. Connect How to Use Data and Experience Marketing to Create Lifetime Customers Presented By // Lars Birkholm Petersen @LarsBirkholm Digital Marketing Conference, November 21st, 2014
- 2. Buying my iPhone 6
- 3. Dis-Engaged
- 4. Dis-Nurtured
- 5. … not a content problem
- 6. The Problem?
- 10. Marketing through a keyhole creates dis-connected customer experiences
- 11. “Great Customer Experiences are relevant, timely, valuable and helps the customer through all interactions with your organization, based on their in the moment specific needs.”.
- 14. The Steps Towards Creating Lifetime Customers Digital Marketing Experience Marketing Brand Experience
- 16. Source: Sitecore Customer Experience Maturity Assessment, Benchmark 2013
- 17. Source: Sitecore Customer Experience Maturity Assessment, Benchmark 2013
- 18. Getting started with Experience Marketing
- 19. Experience Marketing Collect and Connect data to Establish Single View of Each Contact Align objectives, strategies and tactics Provide real-time contextualized experiences that supports customer needs
- 20. Know what you are optimizing for
- 21. The holy grail – your customer!
- 22. Don’t ask for a marriage on the first date Complete desired goal / task(!) Relevancy leads to trust (fall in love) Be relevant Get them interested
- 24. “Eat the elephant one bite at a time!”
- 26. Michael O’Leary Ryanair “EasyJet has wiped the floor with us, with the website and modest customer [service] improvements” Mr O’Leary said on Thursday, as he launched 12 new routes from Stansted. “We can learn from the bits they have done well” The Telegraph Friday 29, November 2013
- 27. Increased Conversions by 150%
- 28. Average conversion lift by using personalization Source: The Realities of Online Personalization, eConsultancy April 2013
- 32. Get started now! 1. Walk in the shoes of your customers, what are your dis-connected experiences? 2. Get started with the quick wins 3. Reframe your organizational strategic approach 4. Marketing and IT working together are key for long term success
- 33. This is just the beginning…
- 34. Lpe@Sitecore.net www.ConnectTheExperience.com (How mature are your organization?) www.sitecore.net
Notas del editor
- Our time! ...first time ever technology enables us to be connected with our customers 24:7 across borders and touch points. This is a BIG change for marketing Where we are today (expectations vs. quality) CUE The norm for experiences today
- September 19th
- See – hear – engage AND! The failure of a single interaction threatens a customer’s entire perception of a brand.
- The LumaScape chart represents what I see as essentially a digital marketing arms race. It’s how to get your message in front of the customer and measure the CTR. Who shouts the most and who shouts the loudest. Create different pockets of views to engage the customer…. Let’s try this…
- Digital marketing is Like looking at your customer through a keyhole. Is my customer a coffee drinker? Loves art? Athlete? Does she have a family?… When you see the world through a keyhole you’re missing out… Digital marketing is not the destination, ladies and gentlemen. Digital marketing is a stepping stone on the path to experience marketing.
- a customer a prospect a citizen a patient a jobseeker TRUE FOCUS ON THE CUSTOMER!!!! Great experiences are born of bad experiences…. Getting a cab used to be…
- Experience is not only making loyal customers, it’s effect on company performance is also significant.
- Research performed by Watermark Consulting found that, for the six-year period from 2007 to 2012, the customer experience leaders in the study outperformed the broader market, generating a total return that was three times higher on average than the S&P 500 Index. Forrester Age of the Customer… 1900 - Age of Manufacturing 1960 – Age of Distribution 1990 – Age of Information 2010 – Age of the Customer New norms are set and this will will only accelerate…
- To provide relevant Connected Customer Experiences, we need access to customer data from all touch points in real time and be able to use it in real time. Lacking a model or process Restricted budget Pressured for short term gains Lacking resources Managing change Why we wrote Connect
- Automation + Email… 3-5 Experience Marketing… 6-7 Becomes Brand Experience…
- We found that besides Government, that in every single industry there are CX Leaders, that use Technology to help customers and create a bond… They are not sitting still, they are accelerating fast… Their innovation is their competitive advantage…
- NFC – Near Field Communication Sensors 3D Printing… Lenses (rate instore) B2B live bidding 2020 CX