Managing the Customer Experience


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Adapting to an evolving multichannel world through continuous and contiguous customer experiences

As a technology leader driving innovation in digital marketing initiatives for global brands, Luis brings over 15 years of technology and management experience to the architecture, development, deployment, and analysis of eCRM, sCRM and other online activation, recruitment and retention initiatives as part of global direct marketing and relationship management program.

Luis is currently a Managing Director and Chief Technology Officer for Proof Integration Communications, a WPP Company.

Prior to joining Proof, Luis was senior vice president and director of marketing technology for Wunderman, New York. At Wunderman, Luis was responsible for the architecture and management of interactive development initiatives for clients such as Citibank, Land Rover USA, Novartis, and Microsoft.

Prior to joining Wunderman, Luis was vice president of client services at NearSource (, an interactive development firm focused on providing near shore development services (in Latin America) for traditional and interactive agencies, as well as end clients. Clients included ANSI, Intrawest, The Jack Parker Corporation, Philips, Starwood, TARGUSinfo, The U.S. Department of Homeland Security, and Vivendi Universal.

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Managing the Customer Experience

  1. 1. MANAGING THE CUSTOMER EXPERIENCE Adapting to an evolving multichannel world through continuous and contiguous customer experiences Luis Hernandez Managing Director, Chief Technology Officer Proof Integrated Communications A WPP Company February 2012
  2. 2. In 2012Its no longer possible to look atintegrated marketing efforts as simplereactive learning experiences 2
  3. 3. Why?In a cross-channel and cross-platform world, looking atcustomer engagement as a continuous conversationrequiring a contiguous experience better fits changingbehaviors. 3
  4. 4. Changes in behavior.Spiraling consideration cycles, with more and more timebeing spent in consideration and evaluation, heavilyinfluenced by 3rd party sources perceived as independent,such as user reviews, rather than authoritative, such asbrand (owned) properties. 4
  5. 5. You need to manage the customer experience.The convergence of multiple platforms and providers tocreate something that dynamically, based on a series ofestablished or evolving rules, drives improved response,conversion, and retention. 5
  6. 6. How? 6
  7. 7. You adapt.Marketers need to look at the elements of their onlineecosystem that help support and drive these end goals. 7
  8. 8. You build.Tying together data from disparate systems on behavior,preference, and disposition pre- and post-conversion,provides a fuller model. 8
  9. 9. You evolve.It’s no longer just about the conversion - its about gainingan understanding of and optimizing user pathways topurchase, with multiple options and avenues for interaction,communication, and even transaction. 9
  10. 10. Delivering Cross-Touchpoint Customer Experiences Drives Need For New CapabilitySource: Forrester Research, Inc., The Emergence of Customer Experience Management Solutions, August 2011 10
  11. 11. You learn.Look at spiraling consideration cyclesLook at the time spent in consideration and evaluation 11
  12. 12. You tap into innovation.E-commerce, Email Service Providers, ContentManagement Systems, CRM platforms, and AnalyticsVendors all promise the ability to provide a customer-centric view across touch points, but aren’t all there yet 12
  13. 13. You make consumers advocates.Look at tools that provide the ability for individuals toadvocate for or express their opinions on products, acrossdevices and channel 13
  14. 14. A key challenge:Customer Experience Management doesn’t have a single,consistent definition 14
  15. 15. For service providers (CEM):It’s about listening to customer feedback, comments,postings via automated parsing / filtering and triggeringactions – be they alerts, messaging, etc. – based onspecified or determined sentiment 15
  16. 16. For platform providers (CXM):It’s about adapting experiences dynamically based onbehavioral and session data across sources and channelsto provide more contextually relevant messaging orfunctions based on current point in the consideration orcommunications cycle 16
  17. 17. Source: Forrester Research, Inc., The Emergence of Customer Experience Management Solutions,17 August 2011
  18. 18. But they both have key elements in common.Its about dynamic integration.Its about rules-based automation.Its about continuity.Its about contiguity. 18
  19. 19. How is an experience contiguous?Differing interaction points and platforms feel like parts of asingular whole from an experience perspective. 19
  20. 20. How is an experience continuous?Having a single conversation that moves the user along theconsideration pathway without seemingly droppingbackwards or starting over 20
  21. 21. 21
  22. 22. Always consider context.This ensures that you’re helping (consumers) make theright decisions at the right time based on who they are,where they are, and what they’re currently doing 22
  23. 23. Key channels are evolving.Email and the intersection of social marketingDigital marketing attributionSearch Engine OptimizationMobile 23
  24. 24. Mobile is a moving target.It isnt a channel, its a platform, with user experiences thatvary from device to device and form factor to form factorwhich are still evolving and changing, though beginning toconsolidate around common form factors 24
  25. 25. Some examples of mobile disruption.Point of sale price comparisonOnline purchase to offline pickupMobile device retail checkoutVirtual currency and e-wallet based transactions 25
  26. 26. Email and SocialEmail is still important, and effectiveEmail and social interact and amplify each other 26
  27. 27. Other influential aspects of SocialSocial shopping and co-browsingSocial reviews and opinions 27
  28. 28. SEOOrganic search and the understanding of what areconsidered current, authoritative sources of informationwithin your keyword universe help plan more effectively 28
  29. 29. AttributionThe challenge is growing as more and more systemsinteroperate directly or indirectly to drive conversion overlonger consideration cycles for larger purchases heavilyinfluenced by social activities. 29
  30. 30. Contact Info: Luis.Hernandez@proofic.Com Twitter: @olhernandezLinkedin: www.linkedin.oom/in/olhernandez Email: oe@olhernandez.oom