Customer experience masterplan
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Customer experience (CX) marketing is complex, crossing organizational and communication channels throughout the entire company. That’s why many companies rate their efforts low.
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Customer experience masterplan
- 2. Slide 2 @philipstorey @dotmailer Housekeeping WiFi Password = dotDigital2013! Twitter - @dotmailer #dotlive FIRE! Toilets Evaluation Forms
- 4. Slide 4 @philipstorey @dotmailer The best kind of marketing, doesn’t feel anything like marketing.
- 5. Slide 5 @philipstorey @dotmailer By 2020, customer experience will overtake price and product as the key brand differentiator. Source: Walker info
- 6. Slide 6 @philipstorey @dotmailer CX is already the key differentiator
- 7. Slide 7 @philipstorey @dotmailer It always has been. Remember…
- 8. Slide 8 @philipstorey @dotmailer And always will be…
- 9. Slide 9 @philipstorey @dotmailer What business are you really in?
- 10. Slide 10 @philipstorey @dotmailer The businesses that fail, are those that fail to put customer desire at the forefront of every single decision and interaction
- 11. Slide 11 @philipstorey @dotmailer Risk of inaction
- 12. Slide 12 @philipstorey @dotmailer How can we apply great CX to email marketing?
- 13. Slide 13 @philipstorey @dotmailer First things first… Think like a customer.
- 14. Slide 14 @philipstorey @dotmailer Seek first, to understand
- 15. Slide 15 @philipstorey @dotmailer Define all messages around the customer journey…
- 16. Slide 16 @philipstorey @dotmailer Always base your message around how people feel at the time…
- 17. Slide 17 @philipstorey @dotmailer and never miss out on the best moments
- 18. Slide 18 @philipstorey @dotmailer Provide a seamless experience across all channels
- 19. Slide 19 @philipstorey @dotmailer Put the customer in control of the relationship
- 20. Slide 20 @philipstorey @dotmailer Always be relevant
- 21. Slide 21 @philipstorey @dotmailer Create a one-to-one dialogue, based on value exchange
- 22. Slide 22 @philipstorey @dotmailer Only ask for information that will enable you to provide higher value interactions
- 23. Slide 23 @philipstorey @dotmailer Design calls to action, how your customers want them most…
- 24. Slide 24 @philipstorey @dotmailer Make information easy to consume, through great design Headline Proposition in essence Call to action
- 25. Slide 25 @philipstorey @dotmailer Be there, when your customers want you most
- 26. Slide 26 @philipstorey @dotmailer
- 28. 09 February 2016 Copyright © Econsultancy The Customer Experience Imperative 9th February 2016 Seán Donnelly Senior Research Analyst sean.donnelly@econsultancy.com @seanog1982 @Econsultancy
- 29. Who am I? “If we knew what is was we were doing, it wouldn't be called research” 29
- 30. CONTEXT Evolving marketing landscape 09 February 2016 The Customer Experience Imperative 30
- 31. An Evolving Marketing Landscape
- 32. Traditional marketing funnel 17 July 2015 The Customer Experience Imperative 32 Attention Interest Desire Action Loyalty ? Marketing funnel image source: https://blog.generalassemb.ly/loyalty-loop-replacing-marketing-funnel/
- 33. The multichannel / multi-device reality • 7 internet enabled devices per household • Spending more time on mobile versus desktop • Mobile accounts for 45% of all ecommerce traffic in the UK
- 35. Modern Marketing Manifesto “Customers do not recognise lines and nor should we. Online, offline, above the line, below the line... we need to think and deliver experiences and marketing without delineation.” https://econsultancy.com/blog/62574-introducing-the-modern-marketing-manifesto/
- 36. ECONSULTANCY RESEARCH AND ANALYSIS 09 February 2016 The Customer Experience Imperative 36
- 37. Single most exciting opportunity in 2016 09 February 2016 37The Customer Experience Imperative
- 38. The ultimate customer experience Source: Econsultancy, The Ultimate Customer Experience was Created 1,000 Years Ago
- 39. Contextualising Customer Experience 09 February 2016 39The Customer Experience Imperative
- 40. Top digital priorities for 2016 09 February 2016 40The Customer Experience Imperative
- 41. Engaging on a human level 41
- 42. Most under-valued capabilities for customer experience excellence 09 February 2016 42 8% 9% 11% 18% 9% 9% 12% 15% Real-time marketing Social media analytics Joining up online and offline data Marketing automation Econsultancy / Adobe Quarterly Digital Intelligence Briefing 2015 2016 The Customer Experience Imperative
- 43. “Proactively delighting customers earns trust, which earns more business from those customers, even in new business arenas.” “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
- 44. Source: Irish Times, November 2015 The Customer Experience Imperative
- 45. 09 February 2016 45
- 46. Customer Experience as the primary way to differentiate from competition 09 February 2016 46 6% 6% 6% 14% 15% 53% 0% 10% 20% 30% 40% 50% 60% Price Mobile - becoming a 'mobile first' company that absolutely caters to the mobile… Product / service choice Product / service quality Convenience - fast delivery, in-store pickup, multiple payment mechanism, buy online… Customer service / customer experience - making it easy, fun, valuable and/or… Econsultancy / Adobe Quarterly Digital Intelligence Briefing 2015 The Customer Experience Imperative
- 47. 09 February 2016 Increased consumer expectations Do you agree or disagree with the following statements? Source: Econsultancy / Monetate real Time Marketing Report: https://econsultancy.com/reports/real-time-marketing-report
- 48. 09 February 2016 Devices and Channels Do you agree or disagree with the following statements? Source: Econsultancy / Monetate real Time Marketing Report: https://econsultancy.com/reports/real-time-marketing-report
- 49. CUSTOMER EXPERIENCE AS A SOURCE OF COMPETITIVE ADVANTAGE 49The Customer Experience Imperative
- 50. Customer Experience as a source of competitive advantage 09 February 2016 50
- 51. 09 February 2016 51
- 52. Customer experience as a competitive advantage 09 February 2016 52
- 53. 09 February 2016 53
- 54. 09 February 2016 Econsultancy / Adobe Quarterly Digital Trends Briefing: Digital Trends 2016 Figure 1: Which three digital-related areas are the top priorities for your organization in 2016? (Company respondents) 54 Top digital priorities for 2016
- 55. 55 Marketing has a new remit 09 February 2016 • Context • Importance of data • Engagements: • Right place • Right data • Right time • Lasting relationships
- 56. Companies who are personalising web experiences are seeing an average 19% uplift in sales. Source: The Realities of Online Personalisation Report 56
- 57. 57 What are the main business benefits of customer experience optimisation? 0% 2% 13% 19% 22% 50% 66% 94% Not sure Other Reduced marketing and advertising cost Increased return on ad spend Increased average order value Renewal, cross-sell and upsell Better brand perception and loyalty Higher engagement and conversion rates Engagement, brand perception and a greater affinity to repeat purchase take priority… Source: Econsultancy / Ensighten Customer Experience Optimization Report March 2015
- 58. John Lewis scoops omni-channel retailer of the year at World Retail Awards for 2014 Retail Awards for 2014 58 28.1% of sales online Growing at 19.2%
- 59. THE REALITY OF CUSTOMER EXPERIENCE
- 60. Disparate data sets a key challenge • Only 29% of marketers claim to have a Single Customer View (SCV). • Only 17% of marketers claim they are fully capable of understanding customer journeys. • Only 12% of claim that they have the capability to make data driven decisions in real time. • Only 8% of marketers have a single platform that manages data across platforms. 60 Source: Econsultancy, Quarterly Digital Intelligence Briefing: Multichannel Reality
- 61. 09 February 2016 But customers expect …… Source: Econsultancy / Monetate Real Time Marketing Report: https://econsultancy.com/reports/real-time-marketing-report
- 62. 62 Future competitive advantage? 1. Join up data and systems, then… 2. Deliver experiences that are consistent, synced and responsive across devices/channels, then… 3. Make them personalised, proactive and contextual
- 63. “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Peter Drucker 09 February 2016 The Customer Experience Imperative 63 We’re all marketers…
- 64. 09 February 2016 Copyright © Econsultancy Thank You Seán Donnelly Senior Research Analyst sean.donnelly@econsultancy.com @seanog1982 @Econsultancy
Notas del editor
- Hi I am Skip Fidura from dotmailer and the Chair of the UK DMA Email Council. Today we will be talking about Multichannel Marketing for B2B marketers.
- Hi I am Skip Fidura from dotmailer and the Chair of the UK DMA Email Council. Today we will be talking about Multichannel Marketing for B2B marketers.
- Hands up if you agree? If marketing feels so useful, valuable to you, it’s almost invisible? That’s amazing CX
- UberEATS. disruption in every marketplace, entirely based around great CX – as new ventures launch, wrapping everything about their brand around a gap in the market where current brands have failed to put customer needs first.
- CX
- UberEATS Prime Air, 3d printing – manufacturing. We are heading to a point where only business that design themselves around CX will win
- It starts with this. What business are you really in? These three things are not some kind of revelationary idea – they are on the walls of these companies offices. I thought I was a CRM email specialist. Actually I am in the biz of enabling people to get closer to the brands they love and get what they really want from them, every time
- Worse still, stand still and die
- It’s easy to say this, easy to dismiss it. But this has to be embodied. These are real people, with real needs and feelings. Put these at the core of your strategy
- Being a great Listener is the basis of any great relationship. Don’t make assumptions. Ask questions at sign-up, listen to engagement and respond accordingly.
- Map out your customer journey and create messaging that aligns with the touch points where customers start, stop and rest along the way
- Who of us in this room, can truly say that we always base our marketing strategy based on how people feel at that time? Emotional marketing. Returns example
- Brands almost always fail at making the most of moments of truth, where customers are elated. Create advocates GOOGLE MICRO MOMENTS
- Nailed your email contact strategy? Make sure you replicate the same customer-centric strategy across social, PPC, website personalisation and offline brochure / DM
- Ask your subscribers when they want to hear from you and how often. Put them in control at all times
- As customers change, make sure you adapt your messaging. Remember, this is a relationship, and you have to be listening in order to be able to provide the greatest value back
- Using data, technology and automation should be invisible…
- Aim for 1:1 messaging content using data, technology and marketing automation
- Three core elements of content. Put customers before design
- Get real-time to maximize your messaging relevance and value.
- 1. Consistent 2. Customer in control 3. Same experience everywhere