The document discusses managing the customer experience from prospect to advocate. It addresses engagement as the most valued currency of the web and the importance of understanding where customers are in their engagement journey. It also notes that engagement has become more complex with increased expectations, digital marketing expertise, multiple channels, and evolving technology.

1. Managing the Customer Experience
from Prospect to Advocate
Gilbane Boston 2011
Scott Liewehr
Lead Analyst, WCM Practice
@sliewehr
Outsell’s Gilbane Services
Copyright © 2011 Outsell, Inc. All rights reserved.

2. Acronym confusion
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3. We made our own beds
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4. Brands that view consumer empowerment as
an opportunity will win
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5. A Digital Marketer Must . . .
Brand
• Be open
• Be a good listener
• Be prepared
• Be knowledgeable
• Be consistent
• Deliver value
Listen. Be relevant. Engage.
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6. “Engagement occurs when a consumer interacts
with a brand, and elects to invest in it physically,
financially or emotionally.”
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7. Engagement: the most valued currency of the web
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8. In order to persuade, one must first be able to
perceive
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9. It’s All About Communication
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10. The Engagement Journey
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11. Measuring the Level of Engagement
Understanding the audience
and where they are on the
journey is a business asset.
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12. Digital Engagement: Puzzling, Isn’t It?
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13. The Game Has Changed
• Increased expectations
• Digital marketing expertise
• Multiple channels
• Evolved technology
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14. Sources of Complexity
• Individual by nature
• Cumulative effect
• Enabled by technology
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15. The biggest risk to engagement is the
failure of a single interaction.
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16. Engagement complexities aided by technology
• Channelization
• Optimization
• Individualization
• Localization
• Socialization
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17. Confusion abound
• Web Content Management
• Web Experience Management
• Web Engagement Management
• Customer Experience Management
• Customer Engagement Management
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18. Customers vs. Prospects
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19. The Engagement Hub
Brand
Websites Mobile /
Facebook Tablet /
TV
YouTube Twitter
Direct iPhone
Mail Apps
Customer Email
Support Campaign
WCM
Email
Analytics
Mgmt
Customer
Support ECM
System
Social
Media PIM
Mgmt
Market
CRM
Data
ERP
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20. Key Takeaways
• Recognize relevance as strategic
• Be mindful of your audience
• Investigate potential of contemporary practices
• Focus on developing good content
• Embrace the opportunity to innovate
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21. Thank you!
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