Understand the needs, wants, and preferences of your target audience . Track customer behaviour, patterns, and adapt to accommodate shifts #webinar with @leadsquared #marketingautomation www.upturnc.com

1. Copyright© 2016 Upturn pvt ltd & its affiliates | Upturn Confidential – Internal/Restricted/Highly Restricted
How to Improve Customer Experience with Multi-Channel Marketing
Take the next step towards smarter selling
December 22nd , 2016
Vivek Srivastava
Co-Founder
Upturn Private Limited

2. Who are We
We are an Inbound Marketing Agency , we help companies to
deliver remarkable customer experience and implement lead
generation campaigns .We strive to integrate Design, data
,content and technology so that the business of our clients
can flourish.

4. Customers Don’t Follow
Pre-Determined “Journeys
Of customers have no relationship
with brands beyond the transaction
- eConsultancy, 2016
77%

6. Customers Deserve— and Demand —Better Experiences
Real Customer Experience : Problem
Interactions are disconnected, not contextually
relevant, inconsistent across channels and
lifecycle stages.

7. Customer Don’t Respond to
Robotic marketing

8. Desired Customer Experience
Interactions are personalized, contextually
relevant, and consistent—regardless of
channel or lifecycle stage.

10. It costs many more to acquire a new customer than to retain an existing one .
Companies need to understand what is the persona of their customer , and know their
touchpoints
To maximize on their Return on Investment

11. Paying closer attention to your customer journey

14. Customer journey : Decision Making

15. Customer experience map to optimize touch points

16. 7 Steps to better customer Experience management
 Understand the needs, wants, and preferences of your target audience
 Establish economic frameworks to understand and prioritize impact of marketing,
sales, and service decisions
 Track customer behaviour, patterns, and adapt to accommodate shifts
 Develop lead nurturing and customer management plans for target audiences
 Develop a customer-centric information architecture
 Deploy workflow-based tools to marketing, sales, and service stakeholder groups
 Create a customer experience map to optimize touch points

17. Understand the needs, wants, and preferences of your
target audience
Has the needs and preferences of your
target audience changed over time?
Other than price, how do you
differentiate your products and
services?
How well aligned is your product and
service road map with market trends?

18. Establish economic frameworks to understand and
prioritize impact of marketing, sales, and service
decisions
How well do you understand performance within your
distributed sale model?
What is the cost to serve customers using current
online and offline support tactics?

19. Track customer behaviour, patterns, and adapt to
accommodate shifts
Beyond seasonality and regional factors, what is
driving changes in purchase patterns?
What are the best ways to target your most profitable
customers? Are you reaching your most profitable
customer segments?

20. Develop lead nurturing and customer management plans for
target audiences
How many times a year does your company
communicate with the customer? How many times a
year does your company market to a prospect
What are your customers, most preferred
communications channels
What are the most critical touch points in your sales
and service life cycle?

21. Develop a customer-centric information architecture
How do you categorize customer data? By life cycle
events, interactions, or products?
Are your marketing and customer databases
integrated? If so, what is the unique identifier?

22. Deploy workflow-based tools to marketing, sales,
and service stakeholder groups
How are lead nurturing and customer
management plans monitored?
What tools are in place to facilitate workflow
across business functions?
How much visibility and control do customers
have on service issues through online portals?

23. Create a customer experience map to optimize touch points
How do you measure the effectiveness of customer
experience delivery?
Can your company drive growth using customer
experience as a differentiator

24. IT
24
Customer Experience Collapses when Teams & Data Don’t Talk
CREATIVE
MEDIA
EMAIL SOCIAL CONTENT ADVERTSING
WEB MOBILE SEARCH
DATA

25. Search : Make your business discoverable
on Google search result
Evaluate the search demand for your product or service
90 %
of Marketer use search
engines as part of their
decision-making process.
A search marketing strategy will allow you to connect with
consumers who have clearly expressed a specific need that
your product or service can meet.

26. 26
Web Presence : Websites Improve Customer Confidence &
Corporate Image
 Pull in data from web analytics to
improve targeting and relevance
 Web events trigger other channel
actions, like a browse or cart
abandon email, in real-time
Deliver Timely Messages That
Drive Conversions

27. Target Your Best Customers &Personalize Interactions
with Social
Leverage Social Media channels Custom
Audiences
 Target email messages to social Custom
Audiences
 Utilize social sharing within email messages
and promotions

28. Digital Advertising : Retarget, Recapture, and Cross-Sell
Bring cross-channel consistency beyond your owned channels
Leverage Display Interactions
Cross-Sell E-mail
Campaign
Display Ad
Data Switch
Purchased
Earbuds
Add-to-Cart
No purchase
 Retarget messages to consumers across
digital channels from the Program Canvas
 Influence transactions across the web
 Lower media spend and drive ROI with
enhanced targeting capabilities

29. Effective, Efficient Email that Marketers and Customers Love
Consistent experiences
across channels
Adaptive programs that
build loyalty and $$
Email that adapts quickly, scales easily, and enables marketers to keep up with consumers

30. Automate Sales and marketing communication with workflow and
evaluate your customer experience with lead score

31. AWARENESS / DEMAND GENERATION
PPC DM DISPLAY EMAIL PHONESMSEVENTS SEOSOCIAL BRANCH PR ADVERTISING
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WEBSITE
Prospect
Activity
Lead
Acquired
LEAD SCORING
LEAD NURTURING CAMPAIGNS
• Stay in Touch (Drip)
• Acceleration
• Cross Sell / Up Sell
• Retention
• Welcome / On boarding
Qualified
Lead
PROSPECT SCORE = 70+
Implicit (Behavioural) Explicit (What Customer Tells
Us/What We Know)
Automation Platform
• Prospect & Lead Source
Tracking
• Anonymous + Prospect + Lead
Behavioural Analytics
• Prospect / Lead Acquisition
• Prospect / Lead Scoring
• Prospect / Lead Nurturing
• Prospect / Lead Segmentation
• Lead Prioritisation
• Lead Insights
• Lead Escalation & Alerts
CRM APPLICATION /
Lead Distribution & Routing
Lead Recycling
LEAD ENGAGEMENT
LEAD PRIORITISATION
LEAD INSIGHTS
WORK ACTIVITIES
TASKS
CRM Software
• Lead Distribution & Routing
• Lead Recycling
• Sales Forecasting
• Sales Pipeline Performance

32. Questions

33. Copyright© 2016Upturn pvt ltd & its affiliates | Upturn Confidential – Internal/Restricted/Highly Restricted
Thank You
Take the next step towards smarter selling
Vivek Srivastava
vivek@upturn.com
9985712255
www.upturnc.com