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Managing the Customer Experience from Prospect to Advocate

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Today's successful digital marketers recognize the need to deliver value in every interaction. They expect to learn more about their brand and its target audience(s) than they preach, and they value …

Today's successful digital marketers recognize the need to deliver value in every interaction. They expect to learn more about their brand and its target audience(s) than they preach, and they value these newfound understandings, seeking to leverage them to forge new consumer relationships and deepen existing ones. The practices of Web Engagement have taught you to find ways to listen to your audience more closely and to respond with relevant, tailored content in order to move them along the engagement journey from mere awareness to intimate loyalty. But just as you are beginning to understand these concepts, the tide shifts even further toward Customer Experience Management, or the proactive management of all the customer interactions with the company from awareness and attraction to ordering, fulfillment, billing and support. Niche technologies are coming together and promising to deliver on these promises, but are they ready? Are you ready?

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  • 1. Managing the Customer Experiencefrom Prospect to AdvocateGilbane Boston 2011Scott LiewehrLead Analyst, WCM Practice@sliewehr Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 2. Acronym confusion2 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 3. We made our own beds 3 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 4. Brands that view consumer empowerment as an opportunity will win4 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 5. A Digital Marketer Must . . . Brand • Be open • Be a good listener • Be prepared • Be knowledgeable • Be consistent • Deliver value Listen. Be relevant. Engage. 5 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 6. “Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.”6 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 7. Engagement: the most valued currency of the web 7 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 8. In order to persuade, one must first be able to perceive8 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 9. It’s All About Communication 9 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 10. The Engagement Journey 10 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 11. Measuring the Level of Engagement Understanding the audience and where they are on the journey is a business asset. 11 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 12. Digital Engagement: Puzzling, Isn’t It? 12 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 13. The Game Has Changed • Increased expectations • Digital marketing expertise • Multiple channels • Evolved technology 13 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 14. Sources of Complexity • Individual by nature • Cumulative effect • Enabled by technology 14 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 15. The biggest risk to engagement is the failure of a single interaction.15 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 16. Engagement complexities aided by technology • Channelization • Optimization • Individualization • Localization • Socialization16 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 17. Confusion abound• Web Content Management• Web Experience Management• Web Engagement Management• Customer Experience Management• Customer Engagement Management 17 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 18. Customers vs. Prospects 18 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 19. The Engagement Hub Brand Websites Mobile / Facebook Tablet / TV YouTube Twitter Direct iPhone Mail Apps Customer Email Support Campaign WCM Email Analytics Mgmt Customer Support ECM System Social Media PIM Mgmt Market CRM Data ERP19 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 20. Key Takeaways• Recognize relevance as strategic• Be mindful of your audience• Investigate potential of contemporary practices• Focus on developing good content• Embrace the opportunity to innovate 20 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.
  • 21. Thank you!21 Outsell’s Gilbane Services Copyright © 2011 Outsell, Inc. All rights reserved.