Digital for Customer Engagement - Biju Bhaskar

1. DIGITAL FOR CUSTOMER
ENGAGEMENT
All views expressed here are my own and do not reflect my employer's
views in any way
1

2. The web has become the primary channel for conducting businesses and
even managing our own lives
2

3. The web has also evolved to include important new channels like mobile
and social, and interactive and on-the-go online experiences
3

4. This has created customers who have choices than ever before
4
New Age
Customers..
• Have more
choices
• Have more
Influence
• Have greater
control over their
relationships with
brands

5. This new environment poses many challenges for businesses when it comes
to engaging and connecting with their customers
5

6. Delivering engaging customer experiences will drive sales and long term
loyalty
6

7. So, what are the characteristics of a truly engaging digital customer
experience?
7
(1) Personalization (3) Mobile
(2) Social (4) Multi channel

8. 8
(1) Personalization

9. 77% of customers have made additional online purchases
based on personalization recommendations
9
77%

10. Delivering a one-size-fits-all digital customer experience is no longer
acceptable or particularly effective
10

11. Companies should develop personalization approaches based on
requirements and data availability
11

12. 12
(2) Social

13. 40% of customers factor in facebook recommendations when making
purchasing decisions
13
40%

14. Visitors expect to participate and contribute on your web presence and to also
share aspects of that experience
with their social networks
Though user-generated
content like comments,
reviews or ratings, the
engaging digital customer
experience now requires
plenty of opportunities for
social interaction
14

15. Social media enables targeted marketing responses at
individual touch points along the consumer decision journey
SOURCE: McKinsey Quarterly 15

16. 16
(3) Mobile

17. 77% of customers have used mobile phones to research
product and services
17
77%

18. The ubiquity of mobile devices means that an engaging digital customer
experience is also an increasingly mobile experience
SOURCE: NBC News 18

19. This requires mobile enablement of the web presence..
19
Ideally reusing…
Existing web content and sites,
reformatted and optimized for delivery to
thousands of different mobile phones and
tablets for anytime, anywhere
engagement

20. 20
(4) Multi
channel

21. 78% of customers use two or more channels during their purchase process
21
78%

22. The engaging digital customer experience is a connected and consistent
experience across channels
Over the course of their
relationship with your brand,
may go online to browse,
search, make purchases, or
service their accounts and a
number of different
technologies may be involved
in supporting these different
types of interaction.
Your goal should be to create a
connected, seamless and
consistent customer journey,
by integrating the different
technologies involved in
delivering the customer
experience.
22

23. Closing Thoughts…
• Excellent digital
customer
engagement is
science and art
• Look outside-in from
a customer
perspective
• Key is to deliver
relevant answer to
questions
consistently across
channels

24. THANK YOU
email: biju.bhaskar@mckinsey.com