Transforming YourCustomer Experience:  Learn the 4 Essential     Requirements       Part 2 of 4                  ©2012 Ern...
Call Center Moved from Operations to Marketing• “Cost center” vs. “Profit Center”• What do you measure today?• What really...
Call Center Moved from Operations to Marketing               What does the bottom 10% cost you?Top 10% of agents: $180 rev...
Call Center Moved from Operations to Marketing•   What’s a great agent worth?•   Revised Compensation Plan – “doubling you...
VoC Follow-Up Actions: Next Steps  Build an online community thatprovides an opportunity for sharing.                Build...
Work in progress. . . but seeing a 65%  VoC Results             increase in returning customers andCustomer retention =   ...
Your Top 3 Takeaways?1.2.3.               82            Step 1: VoC Research
Step 1: Summary     Step 1:      VoC           4 steps in the VoC-driven Customer Engagement    Research        Marketing ...
Step 1: Summary     Step 1:      VoC           VoC-insights help you transform your marketing    Research        from “CRM...
Step 2:   How to Create Powerful Opt-In Databases to   Drive High Impact Personalization Strategies.   Drawing for 2 Autog...
Step 2: How to Create Powerful Opt-In Databases to Drive HighImpact Personalization Strategies                          St...
Traditional “Spray and Pray” Marketing        Isn’t Working So Well…                  87          Step 2: Opt-In Engagement
Opt-Out is the US Standard• More than 76% of U.S. adults have registered for the National  Do-Not-Call (DNC) Registry (Har...
“Do-Not-Track” Legislation is a Hot TopicPer a NY Times story, Julie Matlin wastempted by a pair of shoes onzappos.com. Th...
Empowered consumers are questioning why the Opt-Out burden is on them...   versus marketers competing to engage them with ...
The Alternative. . . Powerful and Socially Responsible Opt-In RelationshipsRespect customers andprospects. Ask themto defi...
Important!  Opt-in is notabout passively  agreeing to receive email.                    It’s about actively opting-in to a...
93   Step 2: Opt-In Engagement
Complex Privacy Settings                           94   Step 2: Opt-In Engagement
The Ever-Expanding Privacy PolicyIn the last five years, Facebook’s privacy policy has grown to 5,830 wordstoday, from 1,0...
The Opt-In Process1. VoC learnings drive strategies for        4. Per VoC research, Opt-In is based oncustomer engagement ...
Consumers Want to Opt-InMany customers are eager to tell you        Consider the bottom-line resultshow they want to be tr...
Without this preference data, true personalizationThe Big Takeaway          driven marketing cannot happen. Traditional   ...
Keep in Mind. . . This Process Requires:Operational precision in managing offersand communications    per individual      ...
5 Ways to Earn Consumer Opt-InResults from 125+ VoC research efforts conducted by ERDM indicate that consumershave 5 crite...
Case Study   VoC-Driven Small BusinessRelationship Marketing Program               101      Step 2: Opt-In Engagement
Situation Overview                        Home-Based   Lower Small       Core Small     Lower                Core         ...
A majority of Microsoftproduct sales in Small andMedium size businesssegments come through achannel partner (e.g. ValueAdd...
As a result of the first Small Business VoC,Microsoft developed the SB+ Relationship Program.                        6 dig...
How to Approach the Diverse SMB Segment?            Based on the success of SB+, Microsoft wanted to scale             to ...
Pillars of the OnlineRelationship Program                                    Customer Satisfaction                        ...
VoC Helped Answer Key QuestionsFor 1-500 employees,what type of training,support, community andcommunication can drivedeep...
VoC LearningsRelationship Program Value Must Be Obvious and Differentiated       Make it easy              Keep it focused...
Learnings   Personalize the Experience Per Business Needs,       User Level, Size, Industry and ProductsFocus on needs    ...
Learnings          Tie Training, Support and Community            Into a Differentiating Relationship     Training        ...
Launched the Microsoft Business Resource Center                       111         Step 2: Opt-In Engagement
Asked 14 questions,            The Value of Opt-In                                      such as:                          ...
SMB Relationship Program At-a-GlanceFor Customers:                                      For Microsoft: Personalized       ...
Web Resource: Microsoft Business Resource Center OverviewPersonalized Experience                                          ...
Customized CommunicationsCustomized communicationsbased on opt-in data• Welcome e-mail• Monthly personalized e-newsletter•...
Results                                                               RM                             Response             ...
Benefits of the Value Exchange     Customer Benefits                    Microsoft Benefits Personalized service         ...
Steven Shapiro                     Director, Global Relationship Marketing                     Symantec                   ...
Case Study     Today ’s Customers ExpectPreference-based, Personalized, and       Relevant Experiences                 119...
Introduction• Today’s discussion is about:   – The extra dimension of proactive, relevant, and     personalized engagement...
Delivering customer centric engagements                                                                                   ...
What is the value of permission?            Over 40% of respondents said they want to be            rewarded for sharing t...
It’s no longer “nice to have”       Customers expect that you        will obtain permission        before you use their  ...
About Norton                                                       Significant number of customer touch points           ...
How do you get customers to opt in?                                                                             You can’t ...
Introducing reciprocity of value                              What is the Reciprocity of Value Equation?      Recognition ...
Listening powered by customer signals                                                                       Outbound      ...
VoC Research    Norton approach:      2 Phases      Engage in one-on-one in-depth interviews to dive into details     ...
Phase 1 VoC Research Summary                 Methodology                                                                  ...
VoC Findings© 2012, No reproduction, reuse, or distribution without the explicitwritten consent from Symantec             ...
A reinforcing cycle built on trust     Trust is the foundation and basis for obtaining deeper engagement with customers....
Trust  Research identified four   dimensions of trust that   build upon each other.  Key areas to build trust:         ...
Preferences                                                                                Technology level preference    ...
Other findings   • Business realities must be        considered – even when the        data clearly goes against        co...
An integral part of the broader journey     The learning from the      VoC is a key component                            ...
Parting thoughts  • The three “pillars” are    integral to delivering    customer expectations                            ...
4 Actions…      Customer insights are a privilege, not a right.      Trust is easily lost, but hard to gain, especially ...
Joe Leader                     Vice President, Strategic Business Development                     PossibleNOW             ...
Roadmap to Successful Preference MarketingJoe Leader, Ph.D. (ABD)Vice President of Strategic Business Development
OverviewIntroduction and Background   Preference Marketing is communicating to customers                              base...
Background on PossibleNOW   Serving 80 Billion       • The #1 preference management company in the United                 ...
The Roadmap to Preference Management●   Maintain compliance by managing opt-    outs effectively     –   Centralize all pr...
The Customer Preference ROI ResultsDemonstrated by Forrester Research                                      143
Technology to Manage Customer Preferences●    MyPreferences is a SaaS based, multi-channel B2B / B2C preference     manage...
Example Centralized Preference Center Login to pullup your profile                                                Manage  ...
Collect Preferences From Any Consumer Touch Points                                                     146
Preference Center SolutionTurning Opt-Outs into Opt-Downs                                              Atomic Opt-Out     ...
Preference Center SolutionComply with Mobile Express Consent RequirementSituation●   FCC TCPA announced Express Consent   ...
Customer Preference Center SolutionLaunch a Green InitiativeSituation●   Large financial services company wants    to cut ...
Customer Preference Center SolutionManaging Preferences in an Agent NetworkSituation●   Insurance company with large agent...
Customer Preference Center SolutionFacebook MonetizationSituation●   Company collects “likes” but can’t    monetize themOp...
Key TakeawaysRoadmap Initial Steps to Increase ROI via Preferences                      • Use marketing research base like...
Upcoming SlideShare
Loading in...5
×

Learn the 4 Essential Requirements. Part 2 of 4, Slides 77-152

345

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
345
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
24
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Thank you for meeting with us todayIntroductionsRecap prior conversationsUnderstand expectations for meeting
  • Before we jump into the detail we want to take a minute to explain 4 guiding principals that we ascribe to:You have to be able to manage consumer opt-outs effectively and efficiently so that you can stay in compliance with all the government regulations as well as business policy.It’s key to be able to centralize all your preference data to one location and have reporting and research capabilities so that you can comply with the opt out requirements that are out there.We want to actively move our clients from a defensive posture to an offensive one when it comes to collecting consumer opt ins. It’s a big trend these days for companies to want to understand how consumers want to be communicated to and what they want to be communicated about. This is vital for the success of marketing programs today.The third element is to be able to track preferences at a person level. So you can get a single view of a person and the opt ins and opt outs that they have expressed to your company.The fourth element is to be able to take the preference data and act on it. By that we mean suppression and statusing engines so your databases throughout your corporation can reflect the preferences and when your pulling leads or accessing a customer record you can understand that consumers preferences.
  • You communicate with your customers in a number of waysSome of these are emerging channels like social and mobileOne question that we’re asked by clients is how we manage 80 billion customer preferences when there are only 7 billion people in the world.Let me give an introduction to answer that questionMarketing started out as one way communications with broadcast media such as TV, Radio and printThen marketers moved to targeted direct mail or email marketing to 35-45 year old males with X income. Today, with the recent explosion of social media and mobile devices, we’ve quickly evolved to a multi-channel world.Google ads, email, mail, text messaging and social media. People are feeling bombarded and overwhelmed.We manage 80 billion preferences because every time an individual opts-in or opts-out from a channel, we track it perfectly and make our clients compliant. In developing a profile for each of those individuals with preferences, we can predictively analyize how to most effectively market to each individual.Q: What marketing channels do you use in you campaigns? Q: How is that working for you?
  • So here’s a look at what that preference centers could look like ENROLLMENT//SUBSCRIPTION “Milk & Toast” All about opt-in!Authenticate through single sign on (SSO)Multiple contact elementsCan manage very granular preferencesTravel example – firmness of pillow, proximity to elevatorHere’s an example of a persistent preference management web interface.Here’s what American Family is doing…they are allowing consumers to indicate specific product interest and then indicate how they want to be contacted. Not everyone wants to receive a phone call, but email or mail is OK. And how often do you want to hear from us. Let me give you an example, I’ll buy something from overstock.com come and then I’ll be bombarded by irrelevant offers like drapes, blouses every day. I’ll opt out. That’s why it’s so important to enrich your marketing dataso that you can deliver targeted and relevant offers through a channel that your consumers will listen to. And that is unique for everyone.If a tree falls in the forest and no ones there to hear it, did it make a noise? No it did not. Likewise, in marketing, advertising is only relevant if someone is listening.An example of how preference marketing was done well is 800flowers. Last year I bought my wife flowers for our anniversary over the phone. This year they called me and “said Mr. Tejeda, we see that your anniversary is 2 weeks away and I wanted to see if you would like us to send Karen flowers again. We have Roses on special this month.” I was delighted. They gave me what I wanted and made it easy for me.Q – If you had this level of preference data, would you be able to leverage it in your marketing campaigns?
  • Here are examples of those touch points…Mobile…
  • Learn the 4 Essential Requirements. Part 2 of 4, Slides 77-152

    1. 1. Transforming YourCustomer Experience: Learn the 4 Essential Requirements Part 2 of 4 ©2012 Ernan Roman Direct Marketing
    2. 2. Call Center Moved from Operations to Marketing• “Cost center” vs. “Profit Center”• What do you measure today?• What really counts? 77 Step 1: VoC Research
    3. 3. Call Center Moved from Operations to Marketing What does the bottom 10% cost you?Top 10% of agents: $180 revenue per callBottom 10% of agents: $140 revenue per callDifference: $40/callIf the average agent takes 1,000 calls per month, your bottomagents are costing you $480k per year!What are the implications? 78 Step 1: VoC Research
    4. 4. Call Center Moved from Operations to Marketing• What’s a great agent worth?• Revised Compensation Plan – “doubling your compensation”• Competition and Cooperation• Recruiting and training 79 Step 1: VoC Research
    5. 5. VoC Follow-Up Actions: Next Steps Build an online community thatprovides an opportunity for sharing. Build a bridge to the Primary Care Doctor. Customer Portal 80 Step 1: VoC Research
    6. 6. Work in progress. . . but seeing a 65% VoC Results increase in returning customers andCustomer retention = 40% increase in revenue per customer.#1 strategic priority.VoC helped createunity of purpose andvision for the entiremanagement team.Identifiedopportunities acrossall functional areas. 81 Step 1: VoC Research
    7. 7. Your Top 3 Takeaways?1.2.3. 82 Step 1: VoC Research
    8. 8. Step 1: Summary Step 1: VoC 4 steps in the VoC-driven Customer Engagement Research Marketing Process: 1. Use Voice of Customer Research to Truly Drive Your Engagement Strategies 2. Create Powerful Opt-In Databases to Drive HighHow to Use Voice Impact Personalization Strategies of CustomerResearch to Drive 3. Use the 5 Principles of Multichannel MarketingYour Engagement 4. Increase the Power of Your Online and Social Strategies Media Marketing. 83 Step 1: VoC Research
    9. 9. Step 1: Summary Step 1: VoC VoC-insights help you transform your marketing Research from “CRM” and “managing” customers to “CMR” and “customer-managed” relationships. Use VoC research to help you understand and pre-test how to change from a relationship based on justHow to Use Voice transactions to a deeper engagement based on a of Customer broader understanding of customer needs.Research to DriveYour Relationship Use VoC to engage customers to Opt-In and self-profile Strategies their preferences. This information will populate your Opt-In database with uniquely accurate information. 84 Step 1: VoC Research
    10. 10. Step 2: How to Create Powerful Opt-In Databases to Drive High Impact Personalization Strategies. Drawing for 2 Autographed Books: 85 Step 2: Opt-In Engagement
    11. 11. Step 2: How to Create Powerful Opt-In Databases to Drive HighImpact Personalization Strategies Step 2: Opt-In Engagement Step 1: VoC Research 86 Step 2: Opt-In Engagement
    12. 12. Traditional “Spray and Pray” Marketing Isn’t Working So Well… 87 Step 2: Opt-In Engagement
    13. 13. Opt-Out is the US Standard• More than 76% of U.S. adults have registered for the National Do-Not-Call (DNC) Registry (Harris Interactive). Average Presidential election voter turnout: 50%• Over 209 million phone numbers listed on the DNC. Eight million new numbers registered in 2011.• The DMAChoice mail opt-out program has served over 12 million consumers over the past 15 years.• In the 1st year, 1 million consumers opted out via the Digital Advertising Alliance’s AdChoices Icon, on behaviorally-targeted ads.• Pending Canadian law: electronic commercial messages, including email, texts, and messages via social media, going to, through, from Canada without prior consent, could bring severe penalties.• Italian government banned all unsolicited mail, phone, e-mail, NY Times 4/29/12 fax, mobile communications without affirmative consent. 88 Step 2: Opt-In Engagement
    14. 14. “Do-Not-Track” Legislation is a Hot TopicPer a NY Times story, Julie Matlin wastempted by a pair of shoes onzappos.com. Then the shoes startedshowing up in ads on other sites shevisited.It was as if Zappos had unleashed apersistent salesman who wouldn’t takeno for an answer. “It is a pretty clever marketing tool. But it’s a little creepy, especially if you don’t know what’s going on.” 89 Step 2: Opt-In Engagement
    15. 15. Empowered consumers are questioning why the Opt-Out burden is on them... versus marketers competing to engage them with value propositions that motivate them to Opt-In Unfortunately, Frustration is House re Verizon; Opt-Out The message: growing. "While wemarketing policies If you don’t like understand the these practices On 8/9/12, the FTC are the norm. benefits of the burden fined Google tailoring is on you $22.5 mill. for Safari They allow advertising to to privacy violations.marketers to send customers, we Opt-Out. Largest FTC civil offers believe that they penalty, “…if you’re and use on-line should be in going to hold information control of the people’s most to target their sharing and private data, you marketing. disclosure of have to …honor their personal privacy information commitments” through an Bur. Cons. Protection Opt-In process.” 90 Step 2: Opt-In Engagement
    16. 16. The Alternative. . . Powerful and Socially Responsible Opt-In RelationshipsRespect customers andprospects. Ask themto define their individualrequirements in responseto meaningful valuepropositions.As a result, they willpopulate your databasewith uniquely detailed,actionable information. 91 Step 2: Opt-In Engagement
    17. 17. Important! Opt-in is notabout passively agreeing to receive email. It’s about actively opting-in to a relationship and self-profiling your preferences and aversions. 92 Step 2: Opt-In Engagement
    18. 18. 93 Step 2: Opt-In Engagement
    19. 19. Complex Privacy Settings 94 Step 2: Opt-In Engagement
    20. 20. The Ever-Expanding Privacy PolicyIn the last five years, Facebook’s privacy policy has grown to 5,830 wordstoday, from 1,004 in 2005. In addition, Facebook offers an in-depth PrivacyFAQ page, with 45,000 words. 95 Step 2: Opt-In Engagement
    21. 21. The Opt-In Process1. VoC learnings drive strategies for 4. Per VoC research, Opt-In is based oncustomer engagement so they Opt-In reciprocity of value:to a deeper level of engagement.  Recognition by consumers that in order to receive or access increasingly relevant2. Customers profile: needs, decision information, they must share increasingmaking process, offer, message, amounts of information regarding theirtiming and media preferences. preferences.This detailed information builds your  If they trust the marketer and see a usefuluniquely accurate preferences value proposition, consumers will opt-in todatabase. sharing increasingly detailed personal preference information in exchange for the3. Customers are actively engaged in marketer’s promise to deliver relevantcontributing to, and defining their information and offers.relationship with your company.  As a result of these interactions, consumers are more likely to open, engage with, and respond to, communications and offers. 96 Step 2: Opt-In Engagement
    22. 22. Consumers Want to Opt-InMany customers are eager to tell you Consider the bottom-line resultshow they want to be treated. from using this self-profiled information to drive how you engageThey will also share whether they with customers!are: The pay-off: Proactive users: will engage and contribute.  Consumers receive personalized communications and offers. Passive users: “I want to be  Marketers stop “spray and pray.” spoon-fed content.”Each requires a specificstrategy. 97 Step 2: Opt-In Engagement
    23. 23. Without this preference data, true personalizationThe Big Takeaway driven marketing cannot happen. Traditional transactional data is not enough!Reciprocity of Value Equation: Consumers opt-in Profile asks 436 questions. Microsoft’s VoC-drivento share increasingly Relationship Marketing detailed personal program (Business preference Resource Center) information in requests answers to exchange for 14+ detailed business marketer’s promise questions in order to to deliver relevant deliver targeted and relevant information/ information education. and offers. 98 Step 2: Opt-In Engagement
    24. 24. Keep in Mind. . . This Process Requires:Operational precision in managing offersand communications per individual customer requirements. Challenging to implement! 99 Step 2: Opt-In Engagement
    25. 25. 5 Ways to Earn Consumer Opt-InResults from 125+ VoC research efforts conducted by ERDM indicate that consumershave 5 criteria for determining whether to Opt-In to sharing in-depth information: • Trust that the company will adequately safeguard their information and use it in a responsible way. 1. • “Responsible” = consumers believe that their information will not be rented or sold to third parties. 2. • “Honor my preferences” reflects expectation that their “Opt-In” self-profiled preferences will be used to drive increasingly targeted communications and offers... and suppress those that are not relevant per 3. the preferences of individual customers. • The value consumers receive in exchange for providing in-depth information must be obvious and compelling. If the value is not obvious, they will assume you betrayed their trust. This expectation of 4. relevance applies to online and offline experiences and communications. • Consumers must see proof that the company will be able to deliver on requirements 1 through 4, 5. not just once, but consistently over time. 100 Step 2: Opt-In Engagement
    26. 26. Case Study VoC-Driven Small BusinessRelationship Marketing Program 101 Step 2: Opt-In Engagement
    27. 27. Situation Overview Home-Based Lower Small Core Small Lower Core Business Business Business Midmarket Midmarket 1+ PC 1-4 PCs 5-24 PCs 25-49PCs 50-249PCsTotal SW Market Spend $12BN $10BN Ave # of Employees 9 228 Number of US Firms 14M 3.5M 2.5M 180K 100K• The 20+ million Small Midsize Business (SMB) firms represent substantial growth opportunity.• Market and competitive landscape raising stakes to increase need to serve the SMB market. 102 Step 2: Opt-In Engagement
    28. 28. A majority of Microsoftproduct sales in Small andMedium size businesssegments come through achannel partner (e.g. ValueAdded Reseller, Retailer,Original EquipmentManufacturer).Customers feel they have norelationship with Microsoft.SMB customers are mostlytransactional (gatherinformation, trial, purchase,and disengage).Past Small Business Voice ofCustomer (VoC) Researchindicated that mostcustomers would welcome a Hence the need for a relationship program.relationship with Microsoft. 103 Step 2: Opt-In Engagement
    29. 29. As a result of the first Small Business VoC,Microsoft developed the SB+ Relationship Program. 6 digit membership 3.7x more responsive SB+ Relationship Marketing Opt-Ins 1.3x more revenue 20 points more satisfied 104 Step 2: Opt-In Engagement
    30. 30. How to Approach the Diverse SMB Segment? Based on the success of SB+, Microsoft wanted to scale to midmarket companies (size: 100-150 employees) . Key questions Program Goals Will the online resource appeal to  Increase customer satisfaction midmarket IT and business scores. decision makers? Will they opt-in?  Increase licensing renewal rate. What are key enhancements that can help deepen customer  Improve customer engagement. engagement?  Deliver the most relevant content Can results continue to exceed and communications. results of house file?  Improve marketing efficiencies. 105 Step 2: Opt-In Engagement
    31. 31. Pillars of the OnlineRelationship Program Customer Satisfaction Usage Benefits Activation Implementation Communications Community Relevant Training Support 106 Step 2: Opt-In Engagement
    32. 32. VoC Helped Answer Key QuestionsFor 1-500 employees,what type of training,support, community andcommunication can drivedeeper engagement?How to improve thevalue and usage oftraining.How to improve thesupport offerings toprovide greater value.How customers define avalue-added community.How thecommunications strategyshould be improved. 107 Step 2: Opt-In Engagement
    33. 33. VoC LearningsRelationship Program Value Must Be Obvious and Differentiated Make it easy Keep it focused Deliver ‘wins’ Must provide easy site Online Resource Make the initial navigation. Center (ORC) value: interactions engaging by offering a Use lay terms and user One stop, convenient ‘quick training.’ friendly (non-tech) key resource for SMB word searches. customers. Help users by providing Clearly different from industry, business and Provide access to technology info. information and other resources. business solutions Every facet of the Partner with non- from every part of user experience Microsoft experts Relationship Program. must prove this. for valuable content. 108 Step 2: Opt-In Engagement
    34. 34. Learnings Personalize the Experience Per Business Needs, User Level, Size, Industry and ProductsFocus on needs Support Satisfy Different Needs Develop from the Alleviate pain by using user’s perspective, simple terms as self- Target content based on not Microsoft’s. help key words. start-up, segment, Highlight common business needs and userRequest user feedback problems and provide level. at every touch point. quick access to Offer ways for three Use feedback to solutions. different user typesevolve the experience, Leverage peers for (Learners, Connectors, provide relevant additional support. Collaborators) to content/ engage. communication. 109 Step 2: Opt-In Engagement
    35. 35. Learnings Tie Training, Support and Community Into a Differentiating Relationship Training Support Community Peer interaction mustAs a key benefit, users Alleviate pain by using be facilitated across ashould be introduced simple terms as self- variety of demographic to training early on. help key words. and business areas.Follow-up training to Highlight common problems and Points of interaction: encourage the next ORC interaction. provide quick Level of knowledge. access to solutions. Common problems. Offer user-defined categories for Leverage peers for Forums. easy access. additional support. SMEs/Moderators. Make training easy to share. 110 Step 2: Opt-In Engagement
    36. 36. Launched the Microsoft Business Resource Center 111 Step 2: Opt-In Engagement
    37. 37. Asked 14 questions, The Value of Opt-In such as: Name EmailFUTURE: Apply a progressive profiling strategy, reducing Primary role inthe need to ask all questions at once. Keep improving the company (i.e. Sales,relevance of questions and the value exchange. Marketing, Finance) Microsoft software usage/ownership Number of employees Opt-In Value Industry Relevance Profile Exchange Primary customer business need Customers actively engage expecting Opt-in data will help What is the biggest something of equal value in return. achieve greater challenge facing their relevance, marketing organization today? efficiency, and increased lifetime Number of PCs value. Number of servers 112 Step 2: Opt-In Engagement
    38. 38. SMB Relationship Program At-a-GlanceFor Customers: For Microsoft: Personalized Preferences service Customized Click/usage Relation- information behavior ship desk Ease of use Tier 1 Purchase intent Cross-sell Relevance Trigger-based opportunities database e-marketing Tier 2 Web: Business Resource Center Newsletter Tier 3 113 Step 2: Opt-In Engagement
    39. 39. Web Resource: Microsoft Business Resource Center OverviewPersonalized Experience Phone #• Telephone customer service Personalization unique for cue (Tier 1 & 2 only) Tier 1 and 2• Support  Free online chat tech support• Training Communities recommended,  Software training and Dynamics, Vista computer-based I’m a volume license training is key customer• Community I own/use• Library (information) Dynamics, Office• Dashboard Training for Office Articles, tips for me. OV, APO 114 Step 2: Opt-In Engagement
    40. 40. Customized CommunicationsCustomized communicationsbased on opt-in data• Welcome e-mail• Monthly personalized e-newsletter• Ongoing e-mails 115 Step 2: Opt-In Engagement
    41. 41. Results RM Response RM Volume Receiving license Open rates rates very customerOpt-in rates performing volume revenue greater positive from thoseup to 95% in the license than 50% customer in the VoC- double- renewal digits feedback driven rate is 8 points program is higher than 2x greater non-RM than the customers control 116 Step 2: Opt-In Engagement
    42. 42. Benefits of the Value Exchange Customer Benefits Microsoft Benefits Personalized service  Opt-in profile information drives relevance in web site Customized communication content and communications and information  Ability to analyze click and Ease of use usage behavior Relevance  Improved Marketing ROI: • Cross-sell/upsell opportunities 117 Step 2: Opt-In Engagement
    43. 43. Steven Shapiro Director, Global Relationship Marketing Symantec Norton is the world’s leading provider of Consumer security software and services, protecting over 135 million users globally. Norton’s core products include Norton AntiVirus, Norton Internet Security, and Norton 360. Steven has over 17 years of diverse experience leading e-commerce, web-Steven Shapiro based applications, and software-as-a-service solutions for such companies Director, Global as Gemstar-TV Guide, UpShot, McAfee, and Symantec. Relationship Marketing Steven has continually championed improvements through tenacity, Symantec passion, innovation, and an unrelenting need to understand. Steven_Shapiro@symantec.com www.symantec.com 118 Step 2: Opt-In Engagement
    44. 44. Case Study Today ’s Customers ExpectPreference-based, Personalized, and Relevant Experiences 119 Step 2: Opt-In Engagement
    45. 45. Introduction• Today’s discussion is about: – The extra dimension of proactive, relevant, and personalized engagement customers want. – Customer’s recognition that in order to receive highly personalized experiences, they need to provide increasingly detailed information to drive the personalization. – How Norton consumers define the Personal Data Reciprocity of Value Equation. – Trust as a prerequisite for this level of engagement, and how customers today define the elements of trust. 120 Step 2: Opt-In Engagement
    46. 46. Delivering customer centric engagements Two-way and marketing performance and customer value cross-channel Integrated data, channels and technology Conversational Target customer groups and personalise “Spray & Data-Driven Pray” Segmented Broadcast sophistication in capabilities Source: CACI, 2012© 2012, No reproduction, reuse, or distribution without the explicit 121 Step 2: Opt-In Engagementwritten consent from Symantec
    47. 47. What is the value of permission? Over 40% of respondents said they want to be rewarded for sharing their personal data© 2012, No reproduction, reuse, or distribution without the explicit Source: Aimia Survey, 10/05/2011written consent from Symantec 12 2 122 Step 2: Opt-In Engagement
    48. 48. It’s no longer “nice to have”  Customers expect that you will obtain permission before you use their information.  This expectation is amplified if they are paying for the product or service.  We tend to think that we have the answers and customers naturally want to hear what we have to say…  Are we really listening…or just talking?© 2012, No reproduction, reuse, or distribution without the explicitwritten consent from Symantec 123 Step 2: Opt-In Engagement
    49. 49. About Norton  Significant number of customer touch points  135+ million active users  Norton protects the Stuff that matters to  #1 consumer online backup provider consumers, across all  $2+ Billion in annual revenue aspects of their  Shipping on 60%+ of Windows-based consumer digital lives. PCs  Norton provides a range of security solutions including technologies for PCs and mobile devices, live tech support services and online backup.© 2012, No reproduction, reuse, or distribution without the explicitwritten consent from Symantec 124 Step 2: Opt-In Engagement
    50. 50. How do you get customers to opt in? You can’t ask a customer “do you want to receive more emails?” And, given that Norton is a provider of pop-up and spam prevention, we can’t annoy, at any cost. Can you? We need to listen to the customer to determine requirements.© 2012, No reproduction, reuse, or distribution without the explicitwritten consent from Symantec 12 5 125 Step 2: Opt-In Engagement
    51. 51. Introducing reciprocity of value What is the Reciprocity of Value Equation? Recognition by consumers that in order to receive or access increasingly relevant info, they must share increasing amounts of information regarding their preferences. If they trust the marketer and see a useful value proposition, consumers will opt-in to sharing increasingly detailed personal preference information in exchange for the marketer’s promise to deliver relevant information and offers. As a result of these interactions, consumers are more likely to open, engage with, and respond to, communications and offers. Source: Voice of the Customer Marketing, Ernan Roman© 2012, No reproduction, reuse, or distribution without the explicitwritten consent from Symantec 126 Step 2: Opt-In Engagement
    52. 52. Listening powered by customer signals Outbound Inbound • E-Mail • Support (calls, web, chat) Communications • Desktop Messaging • eCommerce • In Product Messaging • Websites • Upsells / Cross-sells • Information / Notifications Communications Strategies • Delight • Advisory • Education • Transactional • Analytics • Behavioral inferred preferences Customer Signals • Customer volunteered • Triggers preferences© 2012, No reproduction, reuse, or distribution without the explicit 12written consent from Symantec 7 127 Step 2: Opt-In Engagement
    53. 53. VoC Research  Norton approach:  2 Phases  Engage in one-on-one in-depth interviews to dive into details  Run quantitative surveys to identify and fine tune statistical significance  Phase 1:  In-depth qualitative interviews across segments, (80 interviews)  Phase 2:  Quantitative customer surveys (1-2K) across segments© 2012, No reproduction, reuse, or distribution without the explicitwritten consent from Symantec 128 Step 2: Opt-In Engagement
    54. 54. Phase 1 VoC Research Summary Methodology Objectives • How different customer segments define deeper • 80 in-depth hour-long interviews across key relationships segments, purchase channel, and product value (NAV vs. NIS /N360) • Expectations and requirements to drive willingness to Opt-In • Gain customer-driven understanding of customer experience that will be perceived as personal and • Self-profile preferences based on expectations of relevant increasingly relevant communications and offers. • Will follow with quantitative survey • Customer receptiveness to proactive personalized outreaches Retail Online Product value: Low Med-Hi Low Med-Hi Total Group 1: Constantly Connected 5 5 5 5 20 Group 2: Secure and Loyal 5 5 5 5 20 Group 3: Tech DIY 3 8 2 7 20 Group 4: Hand Holders 5 5 5 5 20 Total 18 23 17 22 80© 2012, No reproduction, reuse, or distribution without the explicitwritten consent from Symantec 129 Step 2: Opt-In Engagement
    55. 55. VoC Findings© 2012, No reproduction, reuse, or distribution without the explicitwritten consent from Symantec 130 Step 2: Opt-In Engagement
    56. 56. A reinforcing cycle built on trust Trust is the foundation and basis for obtaining deeper engagement with customers. Trust opens customer to Reciprocity of Value: a meaningful exchange of value. For pertinent value, customers are motivated to provide opt-in and a wide range of Preferences for receipt and suppression of information. These preferences enable Personalization that delivers the targeted and relevant communications customers requested. The improved Customer Experience reinforces trust which enhances trust. Which will motivate them to provide additional information, thereby engaging them in a deeper level of Reciprocity . . . and the cycle continues.© 2012, No reproduction, reuse, or distribution without the explicitwritten consent from Symantec 131 Step 2: Opt-In Engagement
    57. 57. Trust  Research identified four dimensions of trust that build upon each other.  Key areas to build trust:  Alleviate privacy concerns by explaining the reasons behind data requests.  Multiple assurances of the privacy of their data and Symantec’s commitment to keeping their information safe.  Receiving only the information they are interested in, based on their specified preferences.© 2012, No reproduction, reuse, or distribution without the explicitwritten consent from Symantec 132 Step 2: Opt-In Engagement
    58. 58. Preferences Technology level preference In addition to Casual user Average user Above-average Expert user user “standard preference” Product purchased settings, 360 Internet AntiVirus Norton Mobile Anti-Theft Back-up Ghost Security Utilities Security customers had had remarkably Content preferences specific Tips Security- related New product Product offers/ Partner offers/ E-news- Virus/ security Birthday preferences… topics trials discounts discounts letter alerts message Communication preferences Desktop Email Texts Online chat Skype Social Media messaging Frequency preferences When Daily Weekly Monthly Quarterly Annually appropriate© 2012, No reproduction, reuse, or distributionwithout the explicit written consent from Symantec 133 Step 2: Opt-In Engagement
    59. 59. Other findings • Business realities must be considered – even when the data clearly goes against commercial requirements. • Must be creative to obtain goals. • Sometimes, the right thing to do is not possible immediately. • Use a phased approach • Acknowledge that change is hard.© 2012, No reproduction, reuse, or distribution without the explicitwritten consent from Symantec 134 Step 2: Opt-In Engagement
    60. 60. An integral part of the broader journey  The learning from the VoC is a key component Customer to move away from Signals transactional Reciprocity of communications. Infrastructure Value (acquiring  Combined with opt-in) infrastructure and customer signals (the Relevant, triangle), we expect to Personalized Engagements deliver on our goals:  Collect preferences and permissions  Deploy true personalized communications. 13 5© 2012, No reproduction, reuse, or distribution without the explicit 135written consent from Symantec
    61. 61. Parting thoughts • The three “pillars” are integral to delivering customer expectations Privacy – Must be done together to achieve trust. • Must change thinking – From “how does this Personalization benefit us?” to “how does this benefit the customer?” Preferences© 2012, No reproduction, reuse, or distribution without the explicit 13 6written consent from Symantec 136 Step 2: Opt-In Engagement
    62. 62. 4 Actions…  Customer insights are a privilege, not a right.  Trust is easily lost, but hard to gain, especially when dealing with personal information and relationships.  Don’t ruin the hard fought gains for short-term bookings.  Remember that customer delight results in customer loyalty, advocacy, and bookings.© 2012, No reproduction, reuse, or distribution without the explicit 13 7written consent from Symantec 137 Step 2: Opt-In Engagement
    63. 63. Joe Leader Vice President, Strategic Business Development PossibleNOW Joe Leader serves as a Ph.D. level expert on leveraging new business technologies. In 2012, Leader joined PossibleNOW, the top preference management company in the world with over 80 billion customer preferences managed on behalf of over 700 enterprise-level companies. Joe Leader Vice President, Previously, Joe led marketing efforts at a technology company ranked #2 on theStrategic Business Inc. 500, growing a new division from zero to $150 million in revenue and later Solutions selling the division to a multi-billion dollar company. At a Fortune 1000 high- PossibleNOW tech company, Leader spearheaded worldwide channel marketing bringing a 10-times increase in channel revenue. Most recently, Leader marketed air travel technology into one of the largest travel distribution networks in the world creating a $100 million new market. Leader holds both Bachelor’s and Master’s degrees from Emory University, and an MBA in technology management, and completes his business Ph.D. this year with his marketing research focused on accelerating new product adoption. jleader@possiblenow.com www.possiblenow.com 138 Step 2: Opt-In Engagement
    64. 64. Roadmap to Successful Preference MarketingJoe Leader, Ph.D. (ABD)Vice President of Strategic Business Development
    65. 65. OverviewIntroduction and Background Preference Marketing is communicating to customers based on their personal preferences such as productRoadmap to Preference Mgt interest, communication channel and frequency.Customer ROI ProofMulti-Channel Solution 2012:Preference Center Example Preference 2000: MarketingCase Study Examples Digital Marketing 1990:Takeaways and Next Steps Direct Marketing 1980: Broadcast Marketing 140
    66. 66. Background on PossibleNOW Serving 80 Billion • The #1 preference management company in the United States with over 80 billion customer preferences Customer Preferences managed for over 700 enterprise-level companies. • Manage data accuracy for the U.S. Federal Trade Setting the Standard Commission for the most popular privacy program in history. Compliance is our core value proposition. • The leader in enterprise preference management, Expertise Across direct marketing compliance, regulatory process Four Sectors consulting and marketing data services.Global Compatibility with • PossibleNOW provides global compatibility with all solutions meaning that legacy systems will work inEvery Platform & System every way desired making the impossible possible now.
    67. 67. The Roadmap to Preference Management● Maintain compliance by managing opt- outs effectively – Centralize all preference data – Maintain compliance reporting and research capabilities● Aggressively pursue consumer opt-in preferences – Maximize your consumer contacts – Minimize opt-outs● Create single view of customer preferences Develop a single view of a person, family, and household preferences● Make preferences actionable Provide granular level consumer preferences Leverage flexible statusing and suppression engines
    68. 68. The Customer Preference ROI ResultsDemonstrated by Forrester Research 143
    69. 69. Technology to Manage Customer Preferences● MyPreferences is a SaaS based, multi-channel B2B / B2C preference management tool built with Privacy by Design allowing management of: – Privacy preferences – Marketing preferences – Account servicing preferences● Collect data from any consumer data touch points to deliver the right message at the right time through the right channel Customers than engage via multiple channels spend 2x to 3x more! (IDC Retail Insights, May 2012) 144
    70. 70. Example Centralized Preference Center Login to pullup your profile Manage Opt-outs Contact Information Account Preferences Product Interest Marketing Area 145
    71. 71. Collect Preferences From Any Consumer Touch Points 146
    72. 72. Preference Center SolutionTurning Opt-Outs into Opt-Downs Atomic Opt-Out Customer Centric Marketing Preference MarketingSituation● Fortune 500 B2B and B2C financial software company experiencing high percentage of opt-outs● Marketing universe continues to shrinkOpportunity● Offer opt-down option● Maintain a targeted relationshipSolution● Groups campaigns by product line● Deployed an opt-down solution with full ESP integration in four weeksResults● 15% of opt-outs converted to opt-downs 147
    73. 73. Preference Center SolutionComply with Mobile Express Consent RequirementSituation● FCC TCPA announced Express Consent Requirement effective 2013● Impacts large percent of Telco’s databaseOpportunity● Start collecting express consent now● Minimize marketing impactSolution● Identify wireless numbers in real-time● Present disclosure and archive consentResults● Preserved 45% of households with no landline 148
    74. 74. Customer Preference Center SolutionLaunch a Green InitiativeSituation● Large financial services company wants to cut mailing costs and preserve the environmentOpportunity● Convert paper bills and account notifications to electronicSolution● Deployed an account services preference center● Marketed electronic communications options on web, via emails and US mailResults● Saved $1.2 million of mailing expense● Enhanced customer satisfaction 149
    75. 75. Customer Preference Center SolutionManaging Preferences in an Agent NetworkSituation● Insurance company with large agent network struggled to collect and share preference dataOpportunity● Streamline access to preference data and ensure compliance is maintainedSolution● Deployed QuickCheck so that agents could access current preferences and collect new onesResults● Simplified marketing process● Reduced compliance risk● Increased sales by more than 20% 150
    76. 76. Customer Preference Center SolutionFacebook MonetizationSituation● Company collects “likes” but can’t monetize themOpportunity● Convert “likes” to targeted leads● Turn leads into sales● Upsell current customers● Share promotional activity with friendsSolution● Integrated a preference center into FacebookResults● 17% of “likes” convert to preference data● Targeted campaign produced $1.7 million in additional sales 151
    77. 77. Key TakeawaysRoadmap Initial Steps to Increase ROI via Preferences • Use marketing research base like VoC to Build on Strong provide strong foundation. Decide upon key Foundation preference actions to maximize customer relationship and tangible ROI results. Conduct Initial • Conduct an initial analysis of preference management structure across organization Implementation and benchmark against your competition. Analysis Use analysis to finalize approach for ROI. Go from Pilot • Create a low cost pilot program that builds on existing technology infrastructure. Aim for 90 Program to Proven days to launch, 90 day proof of concept, and ROI and Expand achieve more than 10x initial ROI in pilot. 152
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×