Five Steps to an Engaging Customer Experience
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Learn how a digital marketing roadmap can help you improve your customer engagement initiatives and deliver a superior online experience
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Five Steps to an Engaging Customer Experience
- 1. A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi 5 Steps to an Engaging Customer Experience A Webinar
- 2. 1 1. Customer Experience (CX) 2. Marketing Nirvana 3. Marketing Reality 4. Factors impeding Marketing Nirvana 5. The 5 Steps toCreating an Engaging Customer Experience 6. Marketing Opportunity Agenda
- 3. 22 Customer Experience Forrester, Bruce D. Temkin The State Of Customer Experience, 2010
- 4. 33 Customer Experience “Engagement with the customer today isn’t just pouring a message down on their head and hoping they get wet. It really is understanding that you must be present in a conversation when they want to have it, not when you want to. …
- 5. 44 Customer Experience …Pre-shopping before buying has become a huge, huge part of customer behavior. In the past, it was pretty much confined to big-ticket items like cars, or expensive electronics or homes. Now people engage in discovery before shopping on very small things. …
- 6. 55 Customer Experience …It’s crossed all categories of shopping behavior. It’s just the way people buy today.” Bob Thacker Gravitytank Strategic Advisor and former CMO of OfficeMax
- 7. 66 Marketing Nirvana Today’s tools enable me to personalize my engagement with buyers across all channels Customer Experience Management Web Content Management Marketing Automation eCommerce Social & Community Analytics, Test and Optimization Site Search
- 8. 77 Marketing Reality Most organizations have invested and implemented marketing platforms over time, each operating as silos. SiteSearch Analytics,Testand Optimization Social&Community eCommerce MarketingAutomation WebContentManagement
- 10. 99 Sources for research and comparison have exploded!
- 11. 1010 Technology is affecting the way we communicate
- 12. 1111 Customers are arriving at a decision before interacting with you
- 13. 12 Buyer 2.0 SiriusDecisions: How sales people want to sell has little impact on how buyers are choosing to buy
- 14. 1313 What platforms do you use?
- 15. 1414 Getting a common view of your customer Delivering personalized messages across channels to customers requires a common understanding of the customer Coremetrics and Bloomberg BusinessWeek Report on Optimizing Online Marketing 2009
- 16. 1515 Data! The Data Warehousing Institute (DWI) estimates the cost of bad or ‘dirty’ data exceeds $600 billion annually. Another study indicates that 2% of contact records become obsolete each month, costing a firm 15-20 % of its operating income.
- 17. 1616 5 Steps to creating an engaging customer experience
- 18. 1717 1. Classic marketing segmentation analysis is the foundation for the optimal customer engagement. Let’s find out who these people are! Who is buying?
- 19. 1818 Who is buying? Identify segmentation parameters that model your customers and how they buy. Segments Card Usage Type Business Personal Business & Personal Country Japan Korea China Family Structure Single Married Married with Children Segments Segmentation Parameters
- 20. 1919 Who is buying? What are buyers’ pain points and motivators? They are looking for specific value from you.
- 21. 2020 2. The digital buying cycle through the eyes of Google researchers How are they buying?
- 22. 2121 How are they buying? Put yourself in the head of buyer—what process do they go through in making a buying decision?
- 23. 2222 We need engage people where they spend their time—where they get their information. 3. How do they want us to engage with them?
- 24. 2323 How do they want us to engage with them? Identify an ecosystem of platforms that together provide a common experience across channels. Web CMS Marketing AutomationCRM Common Customer Context
- 25. 2424 Join the dots! Integrate platforms for a common view of the customer across channels.
- 26. 2525 Shaping a conversation that buyers are looking for from their vendor—are we delivering what they value? 4. What do they want to hear from us?
- 27. 2626 Content… in context Engage customers where they are at - in the buying cycle - with relevant content that promotes action
- 28. 2727 Content… with a purpose Assemble and categorize content by objective Attract Qualify Nurture
- 29. 2828 Map Your Messages Map your content – per segment, per stage, per channel…
- 30. 2929 5. Optimize! Read the tea leaves and act!
- 31. 3030 Optimize!
- 32. 3131 Optimize! Test Offers, Messages, Creative, Segments
- 33. 3232 Optimize! Have a conversation through their expected channels – expand your digital ecosystem Digital Asset Management CRM Search Mobile Devices eCommerce Contact management WCMS powered Website Product Information Management Social Networks Communities
- 34. 3333 5 Steps to an Engaging Customer Experience Step 1: Who is buying? Step 2: How are they buying? Step 3: How do they want us to engage with them? Step 4: What do they want to hear from us? Step 5: Optimize!