Driving A Highly Personalized Customer Experience
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Driving A Highly Personalized Customer Experience

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With today’s marketing technology, you can deliver highly personalized, relevant content faster than ever before—often in real time. This is critical for success at a time when customers have the ...

With today’s marketing technology, you can deliver highly personalized, relevant content faster than ever before—often in real time. This is critical for success at a time when customers have the ability to engage with your brand multiple times per day on multiple channels and expect you to communicate with them like you know them personally—based on their preferences and behaviors. This presentation offers tips and techniques for delivering on the promise of true one-to-one communications in order to increase engagement and drive revenue.

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Driving A Highly Personalized Customer Experience Driving A Highly Personalized Customer Experience Presentation Transcript

  • Driving a Highly Personalized Customer Experience
  • STOP marketing blind.
  • Marketingpractice istenyearsbehind marketingvision.
  • Today’scustomerwants: RelevantInformation Mom&PopExperience Connection totheBrand
  • ThisisBob. Heownsalocalshop.
  • Bob’scustomers… They really love Bob 1 Spend 5x more with Bob Spend 30-200% more with Bob than planned 2 3 Grocery StoreBob
  • Why?
  • everything abouthiscustomers. Bobknows
  • S I M I L A R I T Y T O B O B P R O F I T …themoreyouwillsell. ThemoreBob-likeyourmarketinggets…
  • Buttoday, marketingistotally un-Bobular.
  • Typical Marketer Bob Hello potential customer. We sell sandwiches. White or wheat? Hey Dave! How’d you like that BLT last time? You should try our special! Bob Traditional Marketer
  • It’schallenging, marketinglikeBob.
  • Typical Marketer Bob Bobonlyhas 100customers. …butyouhavemillions!
  • Howdowetalkto eachcustomer individually? (likeBob)
  • We’re getting more Bobular… B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I Z I N G
  • We’re segmenting our audiences. Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner College Educated With kids College Educated With kids College Educated With kids College Educated With kids College Educated With kids College Educated With kids
  • We’resegmentinginto buckets.
  • Butweneedto makethemsmaller…
  • Untiltheyare segmentsofone.
  • That’showwegetto Bobular.
  • Useindividualinfo abouteachcustomer tohavemoreintelligent, relevantinteractions.
  • But…..
  • 25
  • Data in Silos Fragmented picture of customers Lack of Control Lack of control over data Relevant Content Inability to customize content Right Channel Get customer’s attention Real Time Execution Inability to execute in real time Lack of Insight How individuals interact with your brand
  • TobelikeBob,youmustanswer BIG QUESTIONS
  • Thefivebigquestions: 1 Which data and behaviors matter most? How do you capture and learn from them? 2 How do you turn this data into insight? 3 How do you do it at scale? 4 How do you apply it across all channels? 5
  • 1 Which behaviors mattermost?
  • “What customers do is far more important than what they say”
  • Off-line Behavior Relational Data Email Behavior Web Behavior Demographics
  • Behaviors that Matter What pages did they visit? Did they post onTwitter? How long since their last visit? How many emails did they open? Which articles did they click to read? Did they watch the video?
  • Good Better(demographics and form submissions) (behavioral insights driving marketing and sales) Title: VP or Mgr Strategic white paper or demo Selection: 3 months Visited site 3 times in last 2 days Budget: $50k Custom ROI calculator results Industry: Mfg Clicked on a vertical case study in email
  • Howdoyou captureandlearn? 2
  • SOCIAL EMAIL BRICKS & MORTAR POS B E H A V I O R A L D A T A B A S E WEBSITE MOBILE APP CRM
  • Explicit Data
  • Build a Better Form
  • Use ProgressiveWeb Forms
  • Use your Preference Center
  • 41
  • Use Social Sign In
  • SocialSign in Fields passed through to your database
  • Use Surveys
  • UseWebtracking I downloaded a file I registered for the Toronto DMU I played a media file I visited a landing page + downloaded a file I clicked on a link and shopped online
  • CRM ECOMMERCE INVENTORY Connect to External Systems WEB ANALYTICS
  • Howdoyou turndatainto insight? 3
  • Rules With a behaviorally-focused framework AutomationScoring Simple or more complex “If/Then” logic To enable you to scale To make strong purchase signals leap out And generate the best next action Content Analysis and Testing
  • Email Behaviors Opens, Clicks, Sent or not sent, in any given time window. Web Analytics Integration WA data feed – search, shopping cart, page level Relational Data Ecommerce, In Store Social Feed Mention, Follow, RT in given time window Silverpop Native Web Feed Site visits, page visits, Custom web behaviors
  • Make purchase signals jump out with scoring
  • Andfocusingonwhatthe customerwantstobuy, notjustwhat wewanttosell.
  • Birthday Email 2.0
  • Refine, Retest, Review Results
  • Measure EVERY MarketingActivity
  • 4 Howdoyou doitatscale?
  • Traditional Marketing Behavioral Marketing It’s all about “the plan” It’s all about the customer
  • Email Web Content Social Individual Messaging Large Audience Query Click Send Large Audience Scale with Automation Profile Data Relational Data Behavioral Data Traditional Marketing Process Query Listening for live Behaviors Large Audience Query Marketing Automation Process Web Click Send
  • Automated Programs Transact. & Triggered 12%Promotional 88% Email Volume Transact. & Triggered 30% Promotional 70% Email Revenue 4 years ago = 2% volume / 1% revenue Today Volume = 6X; Revenue = 30X •~2MM+ emails sent, per month •Email generates 30% of all online marketing revenue •Healthy transactional and triggered email program drives high return
  • 5 Howdoyoudoit acrossallchannels?
  • SOCIAL EMAIL BRICKS & MORTAR POS B E H A V I O R A L D A T A B A S E WEBSITE MOBILE APP CRM
  • Single Identity $$$ JIM “the sandwich enthusiast”
  • Mobile is more important than ever of email opens are on mobile devices, yet many emails are only designed for desktop viewing.Text is often difficult to read, details in images are hard to see, and links are impossible to click on mobile. Studies have found that people look at their phones an average of 150 times a day.These brief interactions mean that you must focus on getting your point across quickly. Of people delete an email if it doesn’t look good on their mobile device. 51% 80%150 Source: Litmus
  • SMS response rates of 25-45%vs 5-10% for email Why SMS is Important for Marketers SMS can reach over 80%of the worlds population 95% of texts opened within 3 min of receipt. Up to 34,000xfaster than email SMS open rates of 90+% vs. 25-35% for email
  • SMSWorks for Big and Small
  • • Alerts & Promotions • Coupons • Store Locator • New Products • Sale Events • Birthday Specials • Gifts • Free Online Shipping Acme: Just for you – extra 25% off your $100 purchase! Details: http://bit.ly/ArArAl Use promo code SPRING & shop now: www.acme.com/mobile. Rply STOP to quit. Acme: Happy Friday! Get Buy One, Get One FREE today 3/25 from 3-5pm. Not valid w/ other offers. Only 1 offer per text. Reply STOP to quit. Acme: Get your coupon for 20% off 1 item. Click http://bit.ly/ACMg6C for offer. Reply STOP to end. Msg&data rates may apply. Acme: One Day Sale. Great limited-time deals + FREE shipping every day! Visit acme.com/mobile for details. Rply STOP to quit. Retail
  • • Reminders • Appointment Confirmations • Outage Notifications • Customer Service Updates • Informational Requests • Request a Call Back • Dealer Locator Here’s your info: 4525 Sunnydale Drive Price: $479,000 5 Bed / 4 Bath Sq Ft: 4,000 Info: http://bit.ly/home Agent: Jay Stevens (212) 555-1234 Acme Reminder: It’s time to change the oil in your 2011 Toyota Prius. Call 800.555.1345 to make an appt. Show this text & receive $5 off. Expires April 30. Acme Reminder: You have an appointment tomorrow at 11AM. Rply YES to confirm or call 800.555.1345 to reschedule. Acme: We are experiencing a service outage in zip 75206. Repairs are expected to be complete by 5PM. To speak with a representative call, 800- 580-8295. Services
  • Dynamic Rewards Personalize Behavior Scoring
  • H&M now ONLINE EXCLUSIVE! Straight from the Paris runway, pre- shop our much anticipated Paris Show Collection today! AMC Theatres now AMC: Show AMX Stubs in theaters today & receive $10 Bonus Bucks instantly for snacks… Allergy now Remember to Log Your Allergies: Gain insight into what helps and what doesn’t. OK: Broadcast Message all app users GOOD: Narrowcast Message some app users based on rules & segments GREAT: 1:1 Cast Message individual users based on user preference, behaviors and location
  • Recap:thefivebigquestions: 1 Which behaviors matter most? How do you capture and learn from them? 2 How do you turn this insight into action? 3 How do you do it at scale? 4 How do you apply it across all channels? 5
  • It’snotB2BorB2C… It’sB2P!
  • Air New Zealand Example
  • Air New Zealand Example
  • MintWelcome Program
  • Mint.com Activation Nurture Campaign CUSTOMER SIGNS UP WITH MINT.COM WAIT 7 DAYS EMAIL 3a: SECURE MONEY MANAGEMENT AND PIECE OF MIND YES NO EMAIL 2b: ACTIVATED ACCOUNTS? EMAIL 2: TAKE CHARGE OF YOUR FINIANCIAL LIFE YES ACTIVATED ACCOUNTS? WAIT 7 DAYS NO
  • Subject Line Personalization First name personalization Personalized Content Name and contact info for each customer’s personal rep Dynamic Subject Lines The subject line changes based on the type and duration of club membership Individualized Content Lists For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-commerce-driven Personalization Display totals and other engaging content to drive follow-on purchases Website-driven Content Directly track each customer’s Web activity and prompt them to visit new areas of the site Send Time Optimization The message arrives in each individual’s inbox at precisely the time that individual is most likely to check email Data-driven Dynamic Image Image is selected based on demographic and profile info Score-driven Dynamic Offer Discounts/prices vary by social influence and time since last purchase 1 3 4 5 6 2 9 8 7 1 2 3 4 5 6 7 8 9 True One-to-One Messaging
  • Smart content on the web
  • Add Your Favorites Silverpop Generated Dynamic Content Free Trial Expires SoonYour Bill is DUE Don’t forget to Add your Account Dining Preference Capture Contact Preferences Informing the app-experience
  • Open / Click Conversion / Activation Revenue Customer LifetimeValue Why it matters?
  • 57%of the buying process is already done before you speak to them Buyers are learning on their own and delaying their contact with suppliers until late in the purchase Corporate Executive Board Study 2011
  • Youcanstartsimple: Welcome Nurture Cart Abandonment
  • Silverpopcanhelpyourealizeyourmarketingvision EMAIL Deliver individualized messaging throughout every step in the customer lifecycle WEB Create a personalized content experience for each website visitor MOBILE Give customers highly relevant interactions – in store, in app, and on the go SYSTEMS Connect data, distribute insights, and automate interactions across all of your marketing technology
  • The Silverpop Marketing Platform MARKETINGDATABASE SINGLEIDENTITY INTERACTIONENGINE MULTI-CHANNEL BEHAVIORALINSIGHTSUNIVERSALBEHAVIORS One Customer View Connects every customer touch point into a single view Automate Interactions Gets personal with each customer, one at a time and in real-time Communicate AcrossChannels and Devices Sends personalized messages everywhere each customer prefers to connect Understand Each Customer Discovers customer preferences by analyzing data from all devices and channels Stream in Every Activity Captures and manages behavior across every digital and offline channel to build unparalleled insight into each individual Stores All Behavioral Data Manages everything about each customer, easily and at scale
  • Automotive Technology Consumer Goods Agency Finance / Insurance Healthcare Retail 5000 brands & 25,000 marketers use Silverpop
  • Free OnDemand Webcast: Driving a Highly Personalized Customer Experience Follow Us: