DEFINING
CUSTOMER
MOMENTS
Imagine walking alongside
each customer on their journey
and the ability to engage in an
ongoing...
Trend

• Consumer-centric marketing has replaced product centric
strategies.
• Consumers are constantly in a state of eval...
• Every interaction a customer has with a brand + how and
when a marketer responds = defining moments that
speak volumes a...
Peak-end theory

• Noble Prize-winning psychologist Daniel Kahneman’s
Peak-End-Theory confirms that people’s memories
tend...
• Someone does something with something.

What’s in a Moment
BIG DATA CONVERTED INTO
SMALLER, MORE MANAGEABLE
AND MORE MEA...
• The intrinsic value is the individual who did it, their
history with the brand, and how this new information
changes thi...
X

• Talking to customers on disconnected channels is proven
to be exceedingly time and cost inefficient, not to mention
t...
The core of
cross-channel
THE RIGHT MESSAGE ON THE
RIGHT CHANNEL AT THE RIGHT
TIME ON THE RIGHT SCREEN
TO THE RIGHT PERSON
The Moments that Matter Most

•
•
•
•

The ROI of Moments

Receiving friendly and knowledgeable service
Easy access to inf...
Contact us to learn more about Moments-based
solutions or for a custom demo based on your
cross-channel needs.

Learn more...
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Defining Customer Moments

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Get to know your customers' interests and intents by listening and conversing with them across channels throughout their journey. By defining customer moments you will define meaningful customer experiences every time.

Published in: Marketing, Business, Education
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Transcript of "Defining Customer Moments "

  1. 1. DEFINING CUSTOMER MOMENTS Imagine walking alongside each customer on their journey and the ability to engage in an ongoing conversation that would reveal insights into their interests and intents.
  2. 2. Trend • Consumer-centric marketing has replaced product centric strategies. • Consumers are constantly in a state of evaluation – pre and postpurchase • Their path to purchase is seamless across channels and screens. Executive Summary Problem • Delivering the right message to the right person at the right time on the right channel and on the right screen. • Keeping pace with technology and consumer adaptation is a seemingly impossible feat and most marketers are in catch-up mode. Solution • The data contained within each customer interaction with a brand – Customer Moments – provide the marketer with intrinsic insights into not only interest but also intent. • By listening, connecting and learning from these Moments across channels marketers can regain some of their clout and influence on the customer journey and optimize experiences in real-time.
  3. 3. • Every interaction a customer has with a brand + how and when a marketer responds = defining moments that speak volumes and reveal truths to both parties Defining Moments • Moments to consumers are an emotional response to how they feel treated by a company • Moments to marketers are based primarily on facts 1. A point at which the essential nature or character of a person, group, etc.,is revealed or identified. (Customer Moment) 2. An occurrence that typifies or determines all related events that follow. (Marketer Moment) • Deeper insights for a marketer = more truth, more relevance = a more positive experience for the consumer.
  4. 4. Peak-end theory • Noble Prize-winning psychologist Daniel Kahneman’s Peak-End-Theory confirms that people’s memories tend to be heavily influenced by the more intense (good or bad) experiences and how they felt at the end of the experience.
  5. 5. • Someone does something with something. What’s in a Moment BIG DATA CONVERTED INTO SMALLER, MORE MANAGEABLE AND MORE MEANINGFUL DATA • Customer opens email. Friend shares a post. Fan writes a bad review, Lisa buys winter boots, Jordan loses his credit card, Bill books his 8th short-haul flight online, Jennifer Marshall calls for mortgage advice. • The catalogue of possible Moments is limited only by the channels, apps and assets used in a campaign. • And the list is certain to grow at a disruptive pace with the seemingly infinite onslaught of channels, digital devices and the powerful agility of mobile.
  6. 6. • The intrinsic value is the individual who did it, their history with the brand, and how this new information changes things. A MOMENT ISN’T AS MUCH ABOUT WHAT HAPPENED AS IT IS ABOUT WHO DID IT. • When did the interaction take place? Where, what channel, what did they do next or prior? Is it a new customer, VIP, winback? Empowerment • These measurable insights are invaluable tools in a cross-channel marketer’s arsenal and key to optimization and improved ROI.
  7. 7. X • Talking to customers on disconnected channels is proven to be exceedingly time and cost inefficient, not to mention the negative reflection it increasingly has on marketer/customer relationships. • In a recent poll, 9 out of 10 consumers said a bad customer experience would lead them to do business with another brand. Silos vs. Ripples • Provide the best offer by knowing your customers better than everyone else does or can. • Customer Moments take into account what they already have, what they’ve already experienced across channels and touch points (the good, the bad and especially the ugly). • The value of Social Moments such as Likes and Shares extend even deeper with metrics that ultimately tie into sales and conversions through Moments linked from other channel behaviors.
  8. 8. The core of cross-channel THE RIGHT MESSAGE ON THE RIGHT CHANNEL AT THE RIGHT TIME ON THE RIGHT SCREEN TO THE RIGHT PERSON
  9. 9. The Moments that Matter Most • • • • The ROI of Moments Receiving friendly and knowledgeable service Easy access to information and support Personalized experiences based on past purchases and service issues Timely and relevant updates The Moments that Hurt the Most • • • MAKE EVERY MOMENT COUNT Inconsistency, disconnectedness, inefficiency 5 out of 10 will give brands up to 1 week to respond to a service inquiry before defecting 9 out of 10 consumers will start to do business with another brand The ROI of Moments • 94% of consumers will pay up to 25% more for a better experience.
  10. 10. Contact us to learn more about Moments-based solutions or for a custom demo based on your cross-channel needs. Learn more Alan Shuster CEO ashuster@whatsnexx.com Ben Watson CMO bwatson@whatsnexx.com
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