Badgeviile Summit, Engage 2012 - Keynote: The Secret Sauce for Building Digital Relationships

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Speaker : Sarah Rotman Epps, Senior Analyst · Forrester Research

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Badgeviile Summit, Engage 2012 - Keynote: The Secret Sauce for Building Digital Relationships

  1. KEYNOTE:The Secret Sauce forBuilding Digital Relationships SARAH ROTMAN EPPS Senior Analyst Forrester Research
  2. The Secret Sauce For BuildingDigital RelationshipsSarah Rotman Epps, Senior AnalystAugust 8, 2012Twitter: @srepps
  3. How do you create customer relationships in your business? Grocery clerk, c. 1935 Image source: Crooked Lake Review© 2012 Forrester Research, Inc. Reproduction Prohibited 3
  4. Digital technology makes some relationships less personal Online grocery shopping, 2012 Image source: Peapod website© 2012 Forrester Research, Inc. Reproduction Prohibited 4
  5. But digital can also enable relationships where none were possible beforeImage source: Samsung Nation (www.samsung.com/us/samsungnation/)© 2012 Forrester Research, Inc. Reproduction Prohibited 5
  6. Digital relationships are crucial for competing in the digital age HOW NETFLIX SUCCEEDED WHERE EVERYONE ELSE IN VIDEO FAILED Netflix digitized the customer relationship before the product Netflix started digitizing the relationship as early as 1999—8 years before launching “Watch Instantly”—by: • Designing a product that rewarded frequent digital interaction • Not waiting for new technology to create innovation opportunities • Expanding the relationship to any touchpoint consumers adopted© 2012 Forrester Research, Inc. Reproduction Prohibited 6
  7. Digital technology brings disruption to every industry • New competition, from unexpected places • New touchpoints to reach your customer Image source: Square website© 2012 Forrester Research, Inc. Reproduction Prohibited 7
  8. Tools alone are not enough to create relationships© 2012 Forrester Research, Inc. Reproduction Prohibited 8 Image source: Bon Appetit
  9. You need…secret sauce© 2012 Forrester Research, Inc. Reproduction Prohibited 9
  10. This guy needs secret sauce: ACTUAL FORRESTER CLIENT INQUIRY FROM A MULTINATIONAL BANK “We want to do something with „gamification,‟ but we‟re not sure what or why.”© 2012 Forrester Research, Inc. Reproduction Prohibited 10
  11. Chase’s secret sauce: Motivate customers to do something that’s good for them—creating a reason to visit more frequently© 2012 Forrester Research, Inc. Reproduction Prohibited 11Image source: Chase website
  12. SugarSync’s secret sauce: Incent customers to get the most possible value from using their product—driving free-to-paid conversion© 2012 Forrester Research, Inc. Reproduction Prohibited 12 Image source: SugarSync website
  13. Everyday Health’s secret sauce: Help consumers stick with their workout—increasing paid conversions and new customer acquisition© 2012 Forrester Research, Inc. Reproduction Prohibited 13 Image source: Badgeville
  14. How to create your own secret sauce 1. Understand customer needs 2. Link customer benefits with business benefits 3. Only then, brainstorm and spec the actual experience you want to build 4. Continuously learn from your digital relationship to improve it© 2012 Forrester Research, Inc. Reproduction Prohibited 14
  15. Thank youSarah Rotman Epps+1 415.294.8178srotman@forrester.com@srepps

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