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Who helped produce this white paper? Who is GISTICS?                                                                      ...
Orchestrating theTechnologies and Processes      of the Customer    Engagement CycleStrategic roadmap for integrating trad...
Orchestrating theWho helped produce this white paper?                                                                     ...
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
Orchestrating the Technologies and Processes of the Customer Engagement Cycle
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Orchestrating the Technologies and Processes of the Customer Engagement Cycle

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Strategic roadmap for integrating traditional and online marketing and customer service with multichannel analytics, multimodal content, and analysis-driven email messaging

Featured technologies of the Engagement Cycle
Customer engagement theaters—Integration of online marketing with database marketing, email messaging platforms, social media, and field-marketing systems

Multichannel analytics—Convergence of web, database, and social media analytics

Analysis-driven messaging—Applying database analytics, segmentation insights, and individualization profiles to personalize email messaging

Creative messaging and collaboration platforms—Strategic role of engagement agencies, dialog maps, and multichannel / multi-party creative briefs

Social Web content management—Integration of social tagging and user-generated content with marketing content and personalization services

Marketing operations management—Collaborative workflows, project management, and marketing process orchestration

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Orchestrating the Technologies and Processes of the Customer Engagement Cycle

  1. 1. ............ ........... ...... ........................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... ................... Executive White Paper Orchestrating the Technologies and Processes of the Customer Engagement Cycle Strategic roadmap for integrating traditional and online marketing and customer service with multichannel analytics, multimodal content, and analysis-driven email messaging Featured technologies of the Engagement Cycle • Customer engagement theaters: Integration of online marketing with database marketing, email messaging platforms, social media, and field- marketing systems • Multichannel analytics: Convergence of web, database, and social media analytics • Analysis-driven messaging: Applying database analytics, segmentation insights, and individual- ization profiles to personalize email messaging • Creative messaging and collaboration plat- forms: Strategic role of engagement agencies, dialog maps, and multichannel / multi-party creative briefs • Social Web content management: Integration of social tagging and user-generated content with marketing content and personalization services • Marketing operations management: Collab- orative workflows, project management, and marketing process orchestration..................................................................................................................................................................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................
  2. 2. Who helped produce this white paper? Who is GISTICS? Orchestrating the Technologies and Processes of the Customer Engagement Cycle ................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... AUTHOR THINK TANK FOR EARLY-STAGE MARKETS Michael Moon President, CEO GISTICS constitutes a think tank that speeds the GISTICS drives the emergence of shared vocabularies, GISTICS Incorporated adoption of new technology and disruptive innovations the adoption of effective problem-determination methods, moon@gistics.com among enterprises and consumers. Founded in 1987, and the development of unassailable investment analyses GISTICS Incorporated minimizes the risk of potential that justify purchases of new technologies or disruptive DESIGN, LAYOUT, EDITING, buyers through the following: innovations. PRODUCTION • Interviews with successful early adopters of new GISTICS attracts early adopters and pace setting LIANNE MUELLER technologies solutioneers, demonstrating how they can use new Art Director • Definition of the critical success patterns of technologies or disruptive innovations to make money by Fly Design Media successful early adopters lianne@flydesignmedia.com delivering new complex, integrated solutions to enterprise • Activity-based analyses of adoption benefits on or consumer clients. iris alroy supply chains, workflows, and user activities GISTICS develops breakthrough market-making Production Artist GISTICS Incorporated • Visual explanations of how new technologies strategies for vendors of new technologies or disruptive research@gistics.com produce economic value innovations, using industry thought leadership, executive • Investment analyses that justify the purchase of white papers, Webcasts, specialized Web sites, and a Kathleen McFadden kmcfadden@writetools.com new technical systems global trust network of advanced project managers within • Project roadmaps that break down large-scale large enterprises, independent consultants, and small organizational changes into smaller two-week to master-class solution providers. two-month projects • Practitioner portals that clarify the next steps in rapid deployment and payback • Certified consultants that provide essential skills and resources G is t ics h e l ps e n d - u se fi r ms h a r n ess n ew t ec h n o l o gies a n d dis r u p t ive i n n o va t i o n s MAJOR LAUNCH: Products, Campaigns, Partnerships, Business Models V a l u e - C r e a t i o n P r o c e s s Offer—market Demand Sales Satisfaction Strategic development creation conversion fulfillment development gist ’jist n -s [AF, it lies (said of a legal action), fr. MF, 3d pers. sing. pres. indic. of gesir to lie, fr. L jacére to lie, fr. jacere Concept Market Primary Market Aftermarket to throw — more at jet (to spout)] 1: the ground or foundation of a legal action without which it would not be sustain- able 2: the main point or material part (as of a question or debate) : the pith of a matter : essence (the ~ of a question) Market-making Scenarios <the ~ of all that can be said upon the matter—R. L. Stevenson> T1 Market-making scenario 1 —Webster’s Third New International Dictionary Unabridged C o l l a b o r a t i v e S o l u t i o n e e r i n g GISTICS Incorporated 4171 Piedmont Avenue, Suite 210 T2 Market-making scenario 2 Cycle time gain Oakland CA 94611 USA www.gistics.com Necessary Conditions Strategic Value +1.510.450.9999 tel +1.510.450.0954 fax • Rationalized market and definitive • Leadership positioning in the market business case • Advantaged category definitions ©2009 GISTICS Incorporated. All rights • Differentiated value propositions • Growing perception as the dominant reserved. Printed in the U.S.A. • Completed satisfaction-fulfillment “gorilla” methodologies • New “green field” markets and GISTICS and its agents have used their best efforts in collecting and prepar- • Testimonials of early adopters revenue streams ing information published in this white • Network of certified consulting • Loyalty lock-ins of category-defining paper Orchestrating the Technologies and solutioneers marquee accounts Processes of the Customer Engagement • Thought-leadership Web destination Cycle. GISTICS does not assume, and hereby dis- MarketMakingScenarios.A.1.4 © 2007 GISTICS All rights reserved. claims, any liability for any loss or dam- age caused by errors and omissions in GISTICS reduces the organizational and market barriers to the adoption of new technologies or disruptive innovations, this white paper, whether such errors or publishing a variety of papers, presentations, and Web sites that explain how to realize the economic and social value of new such omissions resulted from negligence, accident, or other causes. technologies or disruptive innovations in a variety of organizations................................................................................................................................................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 2 GISTICS executive white paper
  3. 3. Orchestrating theTechnologies and Processes of the Customer Engagement CycleStrategic roadmap for integrating traditional and online marketing and customer service with multichannel analytics, multimodal content, and analysis-driven email messaging PAGE CONTENTS//SECTIONS 4 Who helped produce this white paper? 5 Innovation and Investment in Marketing 11 Customer Engagement Defined 21 Operational Capabilities of Customer Engagement 39 Customer Engagement Partners and Practices 49 Innovation Leadership 55 About GISTICS ABSTRACT This executive white paper demonstrates how game-changing innovators orchestrate technologies and processes of the customer engagement cycle to increase sales, levels of customer loyalty and account retention, and share of wallet in selected consumption cohorts. Unlike most white papers, this executive white paper visually depicts the essential concepts and technologies for the non-technical executive and operation manager, presenting a collaborative framework for discussion, argument, and investment decision-making.
  4. 4. Orchestrating theWho helped produce this white paper? Technologies and Processes of the Customer Engagement Cycle................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................... GISTICS acknowledges the following individuals and their organizations for help making this paper possible. EngagementCycleExecWP-neu.1.0 ©2009 GISTICS All rights reserved In most cases, Michael Moon of GISTICS conducted a one-hour interview. STRATEGIC MARKETING Anand Narayanan, Director, TCS AMERICA Anssi Vanjoki, CMO, NOKIA (Finland) John Dubrawski, Business Development, TCS AMERICA Frans Cornelius, CMO, RANDSTAD HOLDING (NL) Gunar Pinikus, Product Manager, ADOBE Jason McNamara, CEO, ST. CROIX IP Jim Cuff, VP, IRON MOUNTAIN Jeff Martin, CEO, TRIBAL BRANDS Robert Yamashita, Principal, COGENTIC Terry White, Chief Innovation Officer, AMWAY (Japan) Shah Karim, CEO, INTEGRATED SOFTWARE Viveka Leskell, VP, New Media, FORTUM (Sweden) Scott Pellicone, VP, Business, QUEBECOR Vincent di Paolo, CEO, MOKSA ENGAGEMENT CYCLE DEFINITION Bob Barker, VP, Corporate Marketing, ALTERIAN TECHNOLOGIES OF THE ENGAGEMENT CYCLE: Michael Fisher, VP, North American Operations, ALTERIAN MULTI-CHANNEL ANALYTICS Mike Talbot, CTO, ALTERIAN Andrew Gregory, Director, ONSTREAM MEDIA Bob Kennedy, Sales Director, TEALEAF TECHNOLOGIES CUSTOMER ENGAGEMENT Trae Clevenger, VP, Analytics, TARGETBASE Matthew Eccles, Consultant Mike Beckerle, CTO, OCO SYSTEMS Sharad Verma, Managing Director, DIGITAL CEMENT John Hingley, CEO, ANDIAMO SYSTEMS MARKETING OPERATIONS MESSAGING EXECUTION AND PROVISIONING Beth Wiesner and Shawn Mielke, Partners, MTS Bob Hale, VP, Product Management, ALTERIAN BJ Gray, MRM Specialist, VICTORIA’s SECRET Joe Stanhope, VP, Product Management, ALTERIAN Gary Katz, CEO, MARKETING OPERATIONS PARTNERS Laura Patterson, VISION EDGE CONSULTING Multimodal WEB CONTENT MANAGEMENT Mary Yurkovic, DAM Manager, PLAYBOY ENTERPRISES Ian Truscott, VP, WCM, ALTERIAN Subhankar Bhattacharya, Principal, HCL (India) Bob Nuelle, Director, Technical Services, ONSTREAM Jon Fox, CEO, GROUP SMARTS SALES OPERATIONS Charlie Caldwell, CEO, NEXT QUARTER PROCESS ORCHESTRATION Bruce Froelich, CEO, INFORMETRON Bailey Caldwell, VP, PAXONIX Inna Proshkina, VP, INVISIBLE CRM Gary Brooks, Director, ALTERIAN Robert Markham, Chief Strategy Office, nTARA Eric Hoffert, CEO, SHAREMETHODS Neil Owen, COO, nTARA Ismael Ghalimi, CEO, INTALIO Jeff Morris, CTO, nTARA Edward Sulivan, CEO, ARIA SYSTEMS Mike Beckerle, CTO, OCO SYSTEMS ORGANIZATIONAL TRANSFORMATION Raju Vegesba, Evangelist, ZOHO Dennis Pannuto, CEO, AHA! INSIGHT TECHNOLOGIES Frank van Olst, Practice Lead, NYKAMP-NYBOER (NL) SOCIAL MARKETING Gary Hare, Dean, School of Media Psychology, FIELDING INSTITUTE Igor Beuker, CEO, SOCIALMEDIA8 Hanna-Maija Nyberg, Practice Lead, TALENT PARTNERS Rudy Thurston, COO, OMNIFUSE Skiff Wager, CEO, SEW CONSULTING Daniel Coffeen, CEO, ART AND CULTURE Tom Marine, Director, CENTRAL RESTAURANTS Henry Hon, CEO, VYEW Mat Atkinson, CEO, PROOFHQ GLOBAL MARKETING SUPPLY-CHAIn MANAGEMENT Bob Goldstein, CEO, APEER Alexandre Hadade, Partner, ARIZONA (Brazil) Sri Chilukuri, CEO, CONTENT CIRCLES Allan Linden, GLOBAL MARKETING CONSULTANT Julia Grinham, VP, Marketing, COGENZ (UK) Nic Lund, Programme Manager, DIAGEO (UK) Geert Wirtjes, CEO, GYPE LTD (NL) DIGITAL ASSET MANAGEMENT Jan Jacob Koomen, Director, ADNOVATE (NL) Aaron Holm, CTO, INDUSTRIAL COLOR Kevin Freedman, MD, FREEDMAN INTERNATIONAL (UK) Allan Adler, VP, UBISOFT Matthew Gonnering, VP, Marketing, WIDEN ENTERPRISES Bill Sheeran, CTO, CLEARSTORY Rens Pel, VP, Marketing Operations, PHILIPS(NL) Chris Glynne, CEO, BOLD VISIONS David Diamond, Director, Publications, CANTO CONTENT SUPPLY-CHAIN MANAGEMENT James Kober, VP, Advertising Operations, NEWSDAY Abby de Millo, Sr. Dir. Content Management Technology, Linda Berman, CEO, LJ BERMAN ASSOCIATES MCGRAW-HILL BUSINESS INFORMATION GROUP Russ Littleson, MEDIA EQUATION (AU) Andrew Salop, CEO, METASEED.net Rick McManus, Director, NINTENDO AMERICA Bill Rosenblatt, CEO, GIANT STEPS Ron Malloy, VP, General Manager, KODAK Carl Hixon, VP, DAM, MCGRAW-HILL EDUCATION Sam Moore, Director, N-GEN STUDIOS David Bercovici, VP, HATCHETTE BOOK GROUP Seth Earley, CEO, EARLY ASSOCIATES Doug Liles, SGS INTERNATIONAL Steve Sauder, CTO, NORTH PLAINS Sandeep Malhotra, Principal, Vertical Solutions, HCL (India) Theresa Regli, Principal, CMS WATCH Edward Altman, Practice Director, HCL (US) Sherra Pierre-March, CEO, VISION INFORMATION TECHNOLOGY Shrikant Pathak, Practice Director, TCS MUMBAI..................................................................................................................................................................................................................................................................................................................................................................................................................................................................... ....................................................................................................................................................................................................................................................................................................................................................................................................................................................................4 GISTICS executive white paper

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