Richard Sedley (Foviance) at #fusionmex: Multichannel Engagement

Richard Sedley @RichardSedley #fusionmex

Stick your name on a piece of paper and make an aeroplane please.

Richard Sedley Commercial Director Foviance Course Director for Social Media Chartered Institute of Marketing

Three challenges
Three approaches
Three opportunities
Three tips
The next 35 minutes… + The two most important channels

The aggregated experience a customer has of a brand gained from all interactions across managed and unmanaged touch-points, for the duration of that relationship MULTI-CHANNEL EXPERIENCE

Repeated interactions that strengthen the emotional, psychological and physical investment a customer has in a brand (product or service) CUSTOMER ENGAGEMENT

How well integrated are different channels into your overall customer experience strategy Foviance/Econsultancy Multichannel Customer Experience Report Dec. 2010

How important is a joined-up multichannel customer experience to you organisation? Foviance/Econsultancy Multichannel Customer Experience Report Dec. 2010

Which touch-points does your organisation use to communicate directly with customers? Foviance/Econsultancy Multichannel Customer Experience Report Dec. 2010 8 touch-points

1. Three challenges

2. Three approaches

Approaches to multichannel Choosing your channels 1

Strategic criteria for channel change & adoption Cost Access Experience The Multichannel challenge : Wilson, Street and Bruce Insights Pre-emptive strike

Multichannel diagnostic tool Eight questions for each domain Risks: Low exposure to high exposure 5 – 4 – 3 – 2 – 1 – 0 The Multichannel challenge : Wilson, Street and Bruce Overview Experience Access Cost Is there a clear & explicit multichannel management policy, compiled centrally and under coordinated governance? Does the organisation present ‘one face’ to the customer across internal operations and with partners in the channel? Are there any target customer segments that are difficult to reach with the current channel approach? Is your cost to serve key customer groups high relative to competition? Are there significant market shifts that demand a channel reappraisal? Is a consistent experience being delivered multichannel? Is effective use being made of social media to access new customer segments? Is there any customer segment which cannot be addressed economically because of cost? Is the organisation insufficiently differentiating between customers in deciding how to treat them when they are in contact with the business? How well defined and implemented is the incentive and measurement system that supports the target experience? Is there an unfulfilled customer demand for service? This could be evident in feedback, customer friction or enquiries. What competitive exposure is there to significant reductions lower-cost channels?

Multichannel diagnostic tool Overview domain The Multichannel challenge : Wilson, Street and Bruce

Approaches to multichannel Designing your channels 2

Channel chains for designing effectiveness The Multichannel challenge : Wilson, Street and Bruce
Initiate dialogue
Exchange info
Purchase
Delivery
Service
Vs. Banner Ads Website Website Leaflets Email Post Post Store (collection) Post Service centre Post Service centre Store

Segmented personas Emotional bi-polar response testing

Approaches to multichannel Planning your channels 3

Social channels Offline Website Metrics Metrics Metrics Objective Phases Micro Macro Time 25 phone calls 500 views 30 form completions

2. Why social and mobile are important

Question What % of global users access the Internet via a mobile device? 20% PC only 31% mobile device only 49% both mobile & PC Tomai Ahonen Almanac 2011 80% }

Three reasons why the future of engagement is social Here be your customers… Social activates multichannel… From trust to social reliance…

100,000 mobile fan club members generated 13m Euros

Mobile is NOT the dumb Internet Tomi Ahonen

Seven mass medias
Print from 1500s
Recordings from 1900s
Cinema from 1910s
Radio from 1920s
TV from 1950s
Internet from 1990s
Mobile from 2000s

Eight unique benefits of the 7th mass media
Mobile is first personal mass media channel
Mobile is permanently carried
Mobile is always on
Mobile has built-in payment channel
Mobile is available at the point of creative impulse, enabling UGC
Mobile has most accurate audience data
Only mobile captures social context of media consumption
Mobile enables augmented reality

Three reasons why the future of engagement is mobile First comes love… Mobile Persuasion – BJ Fogg & D Eckles edit. My magic wand…
Always by my side…
My concierge
My coach
My court jester

Question How much revenue is generated globally through social networking? £8.6 billion 1.5x more than porn Tomai Ahonen Almanac 2011

2. Three opportunities

Opportunities in multichannel Integrating the real and virtual 1

Facebook places Foursquare Loopt Gowalla Location based services

Stickybits.com

Opportunities in multichannel Storytelling for engagement 2

Transmedia storytelling Telling stories across multiple platforms where each channel contributes a new story dimension

Silk & Mohair Donna Karan suit

PASSION to make your customers care
a HERO to drive the action
an ANTAGONIST to challenge the hero
a moment of AWARENESS where the hero realises how to overcome his or her obstacles
TRANSFORMATION wherein the hero accomplishes his or her desired goals
Elements of a good story The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business Richard Maxwell & Robert Dickman

Storytelling through images Some unexpected results?

Game mechanics for flow 3 Opportunities in multichannel

Satisfaction
Flow
Skill level
Arousal
Flow
A psychological state where a person is fully immersed and focused on an activity or task. Mihály Csíkszentmihályi
Boredom
Relaxation
Apathy
Worry
Control
Anxiety
The guy’s name is pronounced Me-high Chick-sent-me-high
low
high
low
high

Variable reinforcement

Engagement
Variable reinforcement
Time
Create outcomes, small or large, without being able to predict what action is going to be able lead to that outcome.
short
long
low
high
Fixed interval
Regular reward
If you knew the outcome would you play?
Variable intervals
Variable rewards

Challenges & targets
Scores
Levels
Badges & rewards
Playfulness
Character & story
Tables & charts
Customisation
Game mechanics
Feedback & feed-forward
Role playing
Collecting
Chance & surprise (unpredictable reinforcement)
Profit & loss
Gradual reveal
Can we use this stuff outside games?

Collecting

Ridekicks Gamify Deal machine Epicwin

Engagement
Time
short
long
low
high
Fixed interval
Regular reward
Variable intervals
Variable rewards

Fun ≠ motivation
So what does motivate? Challenge Fear Obligation Responsibility Duty Commitment Discovery Desire…

2. Three experience tips

Satisfaction
Peak-end rule
Time
PEAK
END
In a month see what you remember from this talk

Can you hit the target with your paper aeroplane?

Richard Sedley @richardsedley www.foviance.com if you’d like a copy of our Multichannel Customer Experience Report

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Richard Sedley (Foviance) at #fusionmex: Multichannel Engagement

by Fusion Marketing Experience / J-P De Clerck on Mar 25, 2011

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Richard Sedley (Foviance) at #fusionmex: Multichannel Engagement — Presentation Transcript