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Webinar Transcript: Mize, Inc., CEO Ashok Kartham - Smarter Customer Engagement & Systems of Engagement
Webinar Transcript: Mize, Inc., CEO Ashok Kartham - Smarter Customer Engagement & Systems of Engagement
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Webinar Transcript: Mize, Inc., CEO Ashok Kartham - Smarter Customer Engagement & Systems of Engagement

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Hello everyone - today, I want to talk about one simple question, which if companies start asking more, will provide answers to save more than $100 billion annually. That one question every executive …

Hello everyone - today, I want to talk about one simple question, which if companies start asking more, will provide answers to save more than $100 billion annually. That one question every executive and anyone in marketing, sales or customer service should ask themselves is "How can I help customers" instead of asking "How can I sell things?”.
Since it is simple and obvious, you think everyone would be doing it …
A couple of facts:
1. Companies globally spend close to $500 billion, or half a trillion dollars annually on advertising.
2. The Authors of “What Sticks” said that $112 billion is wasted in advertising in U.S. alone.
3. As Dr. Hendrix’ survey shows, only 1 in 5 are happy with the customer experience.
Companies continue to pour billions into advertising that interrupts, and other marketing methods that customers try to avoid, instead of focusing on creating better customer engagement and experience.
There has also been lot of talk recently about customer engagement and how it can be improved through social media presence or mobile apps. New engagement metrics have been introduced; the number of likes on Facebook or the volume of Followers on Twitter is quickly replacing the number of eyeballs to the website. While these social networks are great at connecting people, these methods are still based on brand selling, mostly advertisement driven and have proven to be even less effective based on click through rates.
So let us ask the key question "How we can help Mobile and Social customers", the answer to that question is what we are calling Smarter Customer Engagement.
How is it different?
Smarter Customer Engagement is customer-centric, helping them along their journey to make better decisions.
Smarter Customer Engagement provides utility & service so customers can get their jobs done faster.
Smarter Customer Engagement delivers answers and right information when the customers need it.
Smarter Customer Engagement builds loyalty and facilitates advice from trusted friends.


To enable better engagement, Geoffrey Moore introduced the concept of Systems of Engagement. These systems of engagement are not just another front end on existing systems of record like ERP or CRM. But rather need to be designed and constructed with clear focus on providing simple and yet more unified customer experience that is based on customer context.
Systems of engagement enable brands to use web, mobile and social channels to add value throughout the customer lifecycle. Smarter Customer Engagement platform would provide right capabilities directly to end customers and the people who interface with these customers.
Let us walk through a quick scenario on how customers can get easier access to products, knowledge and services from brands and friends during pre-sales or post sales on these smart devices that they always carry with them.
90+ percent of customers trust their friends for product information more than Brands ...

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  • 1. Copyright© 2013 - Mize, Inc. – All Rights ReservedWebinar Transcript: Drive Engagement and Loyalty by Engaging Mobile and Social ConsumersAshok Kartham, CEO Mize, Inc. | Thursday April 11th, 2013Hello everyone - today, I want to talk about one simple question, whichif companies start asking more, will provide answers to save more than $100billion annually. That one question every executive and anyone in marketing,sales or customer service should ask themselves is "How can I help customers"instead of asking "How can I sell things?”.Since it is simple and obvious, you think everyone would be doing it …A couple of facts:1. Companies globally spend close to $500 billion, or half a trillion dollarsannually on advertising.2. The Authors of “What Sticks” said that $112 billion is wasted inadvertising in U.S. alone.3. As Dr. Hendrix’ survey shows, only 1 in 5 are happy with the customerexperience.Companies continue to pour billions into advertising that interrupts, and other marketing methods that customers try toavoid, instead of focusing on creating better customer engagement and experience.There has also been lot of talk recently about customer engagement and how it can be improved through social mediapresence or mobile apps. New engagement metrics have been introduced; the number of likes on Facebook or thevolume of Followers on Twitter is quickly replacing the number of eyeballs to the website. While these social networksare great at connecting people, these methods are still based on brand selling, mostly advertisement driven and haveproven to be even less effective based on click through rates.So let us ask the key question "How we can help Mobile and Social customers", the answer to that question is what weare calling Smarter Customer Engagement.How is it different?Smarter Customer Engagement is customer-centric, helping them along their journey to make better decisions.Smarter Customer Engagement provides utility & service so customers can get their jobs done faster.Smarter Customer Engagement delivers answers and right information when the customers need it.Smarter Customer Engagement builds loyalty and facilitates advice from trusted friends.
  • 2. Copyright© 2013 - Mize, Inc. – All Rights ReservedTo enable better engagement, Geoffrey Moore introduced the concept of Systems of Engagement. These systems ofengagement are not just another front end on existing systems of record like ERP or CRM. But rather need to bedesigned and constructed with clear focus on providing simple and yet more unified customer experience that is basedon customer context.Systems of engagement enable brands to use web, mobile and social channels to add value throughout the customerlifecycle. Smarter Customer Engagement platform would provide right capabilities directly to end customers and thepeople who interface with these customers.Let us walk through a quick scenario on how customers can get easier access to products, knowledge and services frombrands and friends during pre-sales or post sales on these smart devices that they always carry with them.90+ percent of customers trust their friends for product information more than Brands. Product sharing andrecommendations from friends is much better way to discover products. From that recommendation, user can instantlyaccess all the needed product information.To help make better decision, user can compare the products and see a friend’s ratings and reviews. Product reviewshave been useful, but even better is to see ratings and reviews from people you know. You can also see which of yourfriends own a similar product and ask and get their input and advice quickly.You can add it to your Want list, where you can then gain access very relevant and personalized offers. When you areready to buy, you can be connected online or to a local retailer based on your location.Customer engagement continues to post sale. After product is purchased, consumer can maintain all products that areowned to gain single click access to support. Consumer can purchase consumables or accessories, track warranties andpurchase protection plans.There are two delivery options for brands to implement smarter customer engagement. One option is through acustomer-centric Smart Channel where customer has access to brands, retailers and service providers easily through afree app which is also free of any ads to provided simplified customer experience. Another option is through a portfolioof Smart Blox that brands can configure and assemble as a branded solution. Both options leverage the same robustplatform that provides simplified user experience as well as customer insights.In summary, Smarter Customer Engagement will add tremendous value for both consumers and brands. Consumers canmake faster and more confident decisions leading to better sales conversion for brands.Customers get help and support they need and Brands will actually have much lower marketing and support cost percustomer. Customers have means of seeking and getting advice from their trusted friends and brands have customersthat want to engage and advocate their products.In conclusion, Devices are getting smart, consumers are getting smarter, and it is time for brands to engage theseconsumers in smarter ways.Thank you for letting m-ize to be a part of your smarter engagement journey. Please let us know how we can help.

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