Más contenido relacionado Tech Talk Tuesday: Personalizing Multi-Channel Communications to Retain High-Value Customers1. Personalizing Multi-Channel
Communications to Retain
High-Value Customers
PRESENTERS
Kaspar Roos
CEO and Customer
Communications Analyst
Aspire
Presented by
MODERATOR
Marcus Johnson
Senior Analyst
eMarketer
Tech Talk Tuesday
Logan Franey
Product Marketing
Manager
Adobe
2. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalizing Multi-Channel Communications to Retain High-Value Customers
Kaspar Roos | CEO and Customer Communications Analyst, Aspire
Logan Franey | Product Marketing Manager, Adobe Experience Manager
3. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1 | Introduction to CCM
2 | Personalized Communications
3 | 3 Critical Capabilities of Customer Communications
4 | Best Practices: Building a Communications Roadmap
5 | Q & A
Agenda
© Aspire, 2018
4. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Introduction to Customer Communications Management (CCM)
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About Aspire
Customer Communications Management (CCM) experts
Based in London, England, but many clients in the U.S.
www.aspireccs.com
We help clients successfully navigate the complexities of the
changing customer communications market:
1. CCM assessments
2. Strategy development
3. Vendor & Partner selections
linkedin.com/in/kasparroos
@kasparroos
kaspar.roos@aspireccs.com
UK: +44 1923 605 526
US: +1 617 440-3131
© Aspire, 2018
6. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is Customer Communications Management (CCM)?
1970 1980 1990 2000 2010 2015 2020
Stand-alone
Mainframes
Distributed
Client-Server
Cloud
Social, Mobility, Big Data
Ambient
IOT, AI
• Transactional print
• Monolithic systems
• WYSIWYG Document Design
• Separation of content, data
and logic
• Electronic presentment
• Portals
• Interactive
• Dynamics
• Promotional
• Mobile
• Omni-Channel /
Conversational
• Customer journeys
• Business User
enablement
• Artificial Intelligence
• Chat bots
• Speech recognition
• Robotic process automation
The creation, management, and fulfilment of omni-channel customer communications to increase
business performance, enabled by empowered employees.
© Aspire, 2018
7. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketers want to manage CX across all touchpoints
Customer journey: pre-purchase process Customer journey: post-purchase process Business objectives
Data-driven, personalized, multi-channel communications
Evaluate
Acquire Engage
Advocate
Find
Learn
Buy/Subscribe
Engage
Consume
Retain
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8. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Omni-channel requires overarching strategy
Customer Lifetime
Value
Time
Lead Generation
Lead Nurturing
Conversion Offer
Welcome Kits
Prospect Inactive CustomerActive Customer Lost Customer
Customer Communications Interactions
Onboarding
Statements
Newsletter /
Emails
Upsell / Cross Sell
Loyalty Offers
Reminders /
Notifications
Renewal Offers
Lost Customer
Returned
Customer
Contact Center
Calls
© Aspire, 2018
9. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The New Customer Communications Platform Paradigm
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Legacy Today’s best practice
✘ Different applications for managing customer communications
✘ Digital often hardcoded in mobile/web apps
✘ Costly or time-consuming to manage/scale
✘ IT involvement often required
✔ Shared infrastructure replacing point solutions
✔ Manages all customer communications, including print, e-mail, web, mobile
✔ Interactive communications allow business users to have full control
✔ Agile, tracking, fully compliant
10. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CCM/CXM ecosystem in 2020-2025
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Data lake
COLLABORATION
(journey management)
Analytics
Channel
preferences
Content
Platforms
Profile
mgmt.
System of records
(CRM, ERP)
Business
process mgmt.
Connectors
Integrations
Legacy
systems
Orchestration Delivery
Engagement
Optimization
Integration Layer
Core
systems
WorkflowLow-code /
no-code
frameworks
Machine
Learning Composition
Interactive
Content
services
Customer self-
service portals
Business
users
Business
users
CX users
Omni-channel output
Mobile capture
forms, signatures, images
Gateway
Email, Text/SMS, Payments, Social
Media, Mobile Messaging Networks
Campaign
mgmt.
Social
monitoring
Scanning
Input
Call center /
WFO
Automation
11. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Let’s look at a couple of case studies
© Aspire, 2018
• UK-based bank
• Optimizing the
onboarding process for
new account openings
• Making personalized
customer communications
part of the digital
marketing strategy
• Case study shown at the
2016 Adobe Summit
• UK-based travel agency
• Overcoming disjointed
customer communications
• Using journey mapping
and communications
design best practices
• Case study shown at a
2017 Adobe Marketing
Event, London
12. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
NatWest: Turning a Cost Center into a Profit Center
© Aspire, 2018
Source: Adobe Marketing Summit, 2016
13. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Virgin Holidays: UK-based travel agency
© Aspire, 2018
14. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Understanding Customer Journey
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15. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© Aspire, 2018
16. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Summary
Technology has evolved to a point that it enables marketers and
business users to be in control, even for regulated or legacy
communications
© Aspire, 2018
1
2
3
Digital leaders are defining new best practices in terms of
overcoming siloes, creating coordination between organizational
functions, and improving cycle times and agility
Marketers need to own the entire customer experience, including
post-purchase customer communications
17. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Let Aspire help with your evolving CCM needs
© Aspire, 2018
Sign up for free at:
www.aspireleaderboard.com
Contact me for a free one month upgrade
kaspar.roos@aspireccs.com
Please remember:
1. We provide CCM maturity benchmarking &
assessment services
2. We help you unlock business value by
optimizing your CCM strategy
3. We can help with technology and partner
selection
Aspire Leaderboard, www.aspireleaderboard.com,
a dynamic vendor positioning & insights portal
18. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalized Communications
19
19. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalized communications are critical for customer retention
73% of consumers prefer to
do business with brands that
use personal information to
make experiences more
relevant
Digital Trends: Why Consumers Are Increasingly Wiling
to Trade Data for Personalization
3x
Customers are 3x more likely
to churn during first 90 days
of opening an account
PeopleMetrics: Improving Banking Customer
Experiences
85% of consumers would
stop using or switch brands
after only 1 or 2 poor
interactions
The Harris Poll on behalf of Lithium Technologies: The
Path to Happy Customers
85%
© Aspire, 2018
20. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalization throughout the customer journey
Advertising
Content marketing
Marketing campaigns
Engage RetainEnroll Onboard
Eligibility and enrollment
Forms and applications
Status Letters, Welcome
Kits and Emails
Contract documents
Monthly statements
Account notices
Relevant up/cross-sell
Change Account details
Claims
Channel Personalization
Data Personalization
Experience Personalization
© Aspire, 2018
21. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CommunicationsOnboarding
Create a cycle to engage, up-sell, and cross-sell with Communications
EnrollmentAwareness
© Aspire, 2018
22. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3 Critical Capabilities of Personalized Communications
23
23. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Overview: Creating personalized communications at scale
Centralized content, business-user drag & drop authoring
Automated
workflows
Omni-channel
composition
Back-end data
integrations
Content
personalization
Omni-channel
delivery
Integrating data to automate
Multi-channel
authoring and delivering
Personalizing
content & offers
© Aspire, 2018
24. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Integrating data to automate
Data connections
Content
Branding
Translations
Create Once,
Publish Everywhere
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25. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Authoring and delivering on the customer’s preferred channel
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26. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalizing content and offers for up and cross-sell
Apply
Now!
Apply
Now!
Apply
Now!
Spending patterns
Subscribed
products & services
Demographics
3rd party data
© Aspire, 2018
27. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Best Practices: Building a Communications Roadmap
28
28. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why not build your own CCM solution or extend legacy tech?
Custom development required
Long IT release cycles
Need to secure resource/funding
Need to fight for prioritization
No shared content or scalability
DIY & Legacy solutions… Modern communications platform…
No/low code required, less reliance on IT
Content changes published as-needed
Simple process: no budget planning or approvals
Remove external dependencies, prioritize internally
Business users can manage and re-use existing content
Faster time to marketMore cost, Less efficiency
© Aspire, 2018
29. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketer’s Hierarchy of Needs
Define
Scale
Integrate
Automate
Personalize
Define Data & Process
Connect Back-end Systems
Enable Preferred Channels
Optimize the Process
Personalize Experiences
Accelerate Programmatic Optimization
© Aspire, 2018
30. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Future of Customer Communications
Accelerate digital
conversion
Next best
interaction
1:1 personalization
at scale
© Aspire, 2018
31. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Quick Updates
Set Up Reusability
IT-Business Partnership
Low Impact
Simple Content
Limited Teams
Incremental ROI
Phased Approach
Capabilities
How do I get started? – Best Practices
Build a Roadmap Start Small, Then Scale Empower Business Users
© Aspire, 2018
32. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Visit the Aspire:
“CUSTOMER
COMMUNICATIONS
LEADERBOARD”
to see why Adobe leads
the way in omni-channel,
personalized
communications
Read the:
“ADOBE FORMS
MATURITY MODEL”
whitepaper to learn how
to eliminate disjointed
experiences across
enrollment and
communications
Read the:
“ADOBE CUSTOMER
COMMUNICATIONS”
whitepaper to view best
practices on how to get
started with personalized
communications
Learn more about how Adobe can help
1 2 3
© Aspire, 2018
33. Q&A SESSION
Logan Franey
Product Marketing Manager
MODERATOR
Marcus Johnson
Senior Analyst
PRESENTER
Kaspar Roos
CEO and Customer
Communications Analyst
PRESENTER