Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Adopting a Customer Journey Mindset

39 views

Published on

The only way to stay competitive is by building a relationship with your audience at every touchpoint of the customer journey, by removing roadblocks to enable interactions that are engaging, differentiated, and personalised. If your organisation is ready to adopt a customer-journey mindset, join us.

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Adopting a Customer Journey Mindset

  1. 1. ©2018 Acquia Inc. — Confidential and Proprietary July 25th 2018, 10am AEST Adopting a Customer Journey Mindset: The Secret to Building Great Experiences
  2. 2. ©2018 Acquia Inc. — Confidential and Proprietary 2 Your Hosts David Aponovich Senior Director of Product Marketing Meagan White Senior Manager Product Marketing
  3. 3. ©2018 Acquia Inc. — Confidential and Proprietary 30+ Fortune 100 companies are customers 780+ Employees 2000 Global Partners The Leading Provider of cloud-based, data-driven journey technology to build, manage and activate digital experiences at scale 3,000+ customers, including 1,600 enterprise 94% CUSTOMER SATISFACTION RATING LEVERAGING THE LARGEST OPEN SOURCE COMMUNITY Who we are 3
  4. 4. Acquia’s Mission To deliver the universal platform for the world’s greatest digital experiences
  5. 5. Media & Entertainment Public Sector Higher Education CPG / Retail Customers
  6. 6. Technology Life Sciences Financial Services Others Customers
  7. 7. ©2017 Acquia Inc. — Confidential and Proprietary Agenda The Secret to Building Great Experiences: – The Challenge – The Journey Opportunity – The Future – Strategy + Technology – Q&A
  8. 8. ©2017 Acquia Inc. — Confidential and Proprietary The Challenge Removing the roadblocks to exceptional customer experiences
  9. 9. ©2018 Acquia Inc. — Confidential and Proprietary The Consumer Empowered World Choice is fundamental. Differentiation matters. 9
  10. 10. 10 Digital Experiences Happening Everywhere
  11. 11. ©2017 Acquia Inc. — Confidential and Proprietary Customer Brand Welcome to the era of personalized customer journeys
  12. 12. ©2017 Acquia Inc. — Confidential and Proprietary
  13. 13. ©2017 Acquia Inc. — Confidential and Proprietary The Opportunity Understanding what’s possible when you adopt a journey mindset
  14. 14. ©2017 Acquia Inc. — Confidential and Proprietary 20% 86% 89% Data from Forrester’s Customer Experience Index (CX Index™) shows that revenue growth of CX leaders is 5.1 times that of laggards. A higher CX also drives a willingness to pay a price premium; customers are 4.5 times more likely to pay a premium if the experience is excellent than if it is poor. Bridge the CX gap to deliver the experience your customers demand Companies with the strongest omni-channel customer engagement strategies retain an average of 89% of their customers, as compared to 33% for companies with weak omni-channel strategies. (Aberdeen Group) Maximizing satisfaction with customer journeys can increase customer satisfaction by 20%, lift revenue by 15% and lower the cost of serving customers by as much as 20%. (McKinsey & Company) 86% of customers who received a great customer experience were likely to repurchase from the same company. This is compared to just 13% of those who received a poor CX. (Temkin Group) Sources: Esteban Kolsky, Aberdeen Group Inc., Accenture©2017 Acquia Inc. — Confidential and Proprietary Great Customer Experiences Help Companies Thrive
  15. 15. ANONYMOUS KNOWN UNDERSTOO D Understood We understand what the customer wants. We can suggest what they may want. They can move towards an aspirational customer. They may well be an ambassador or advocate for our brand. Anonymous We know very little about this kind of customer and our relationship is either new or transactional. Our voice to the customer is very reactive and not proactive. Known We have a personal and recognised relationship with the customer. We can engage in proactive marketing. Types of Customers
  16. 16. ©2017 Acquia Inc. — Confidential and Proprietary Your Customers’ Expectations 1. Understand me and what I want / need at all times. 2. Always treat me in context to my stage in my “journey”. 3. Give me only relevant information and offers (when I need them). 4. Recognize me no matter what touchpoint I use. 5. Don’t ever waste my time.
  17. 17. ©2016 Acquia Inc. — Confidential and Proprietary Customer expectations are higher than ever. Digital touch points proliferating. Personalization is growing requirement. Real-time experiences are essential. KPIs: Bounce Rate, Conversions, NPS, Lead Influence, etc. Customer Expectations Impact on Experiences
  18. 18. ©2017 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary AdvocacyGrowthConversionConsiderationAwareness i Brands Struggle to Deliver 1:1 Best Offers/Actions
  19. 19. ©2017 Acquia Inc. — Confidential and Proprietary What’s possible when you adopt a journey mindset 1. Acquire more customers more easily, based on their specific behaviors. 2. Convert more customers faster and more efficiently, based on “listening” to cues on social channels. 3. Solve customer service questions quickly, before they become problems or lost revenue.
  20. 20. ©2017 Acquia Inc. — Confidential and Proprietary The Future Adopting key steps to creating customer-centric journeys
  21. 21. ©2017 Acquia Inc. — Confidential and Proprietary
  22. 22. ©2017 Acquia Inc. — Confidential and Proprietary #1 Understand your customers’ motivations and map their journey. Maximizing satisfaction with customer journeys can increase customer satisfaction by 20%, lift revenue by 15% (McKinsey & Company)
  23. 23. ©2017 Acquia Inc. — Confidential and Proprietary #2 Unify data to create a 360° actionable customer view across touchpoints. 35% of organizations believe that having the right tech for data collection and analysis is critical for understanding customers. (eConsultancy)
  24. 24. ©2017 Acquia Inc. — Confidential and Proprietary Connect your disparate martech and adtech to work seamlessly together. Maximizing satisfaction with customer journeys can lower the cost of serving customers by as much as 20%. (McKinsey & Company) #3
  25. 25. ©2017 Acquia Inc. — Confidential and Proprietary Understand your content ecosystem and personalization capability. 86% of customers who received a great experience were likely to repurchase. This is compared to 13% of those who received a poor experience. (Temkin Group) #4
  26. 26. ©2017 Acquia Inc. — Confidential and Proprietary Trigger the best actions and offers at the right time. Retain up to 89% of customers with an omnichannel engagement strategy vs 33% for companies with weak omnichannel strategies (Aberdeen Group) #5
  27. 27. ©2017 Acquia Inc. — Confidential and Proprietary #6 Create a report card that indicates what’s working and what’s not. Drive revenue growth of up to 10% and cost reductions of up to 25% (McKinsey & Company)
  28. 28. ©2017 Acquia Inc. — Confidential and Proprietary Bringing technology to strategy Building your customer journey with Acquia Journey
  29. 29. ©2016 Acquia Inc. — Confidential and Proprietary Allows marketers & others to plan, design & orchestrate omni-channel customer journeys across digital and non-digital touchpoints Easily create new customer journeys and orchestrate what happens in each Understand where your customers are in each step of the journey Unify customer profile beyond web and email to build end-to-end journeys Reduce time and effort for orchestrating unified customer experiences Increase customer satisfaction by delivering best-next offers in their context Increase customer engagement and the effectiveness of cross-channel experience Acquia Journey
  30. 30. ©2017 Acquia Inc. — Confidential and Proprietary Web / Campaign Sites Social Media Email Advertising ©2017 Acquia Inc. — Confidential and Proprietary Unify Multiple Journey Touchpoints Example Engagement Channels
  31. 31. ©2017 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary Strategists & Marketers Map Journeys...
  32. 32. ©2017 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary Technologists Make Journeys Actionable
  33. 33. ©2017 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary Acquire more customers more easily Get more leads faster and optimize spend with omni-channel personalization. ACQUIRE Close more business faster & efficiently Let Acquia Journey be your secret weapon to drive more sales across all channels. CONVERT Do more than win: Create loyal customers Acquia Journey helps you grow & reinforce the relationships you’ve worked so hard to create. GROW Use Case Examples: Acquire, Convert & Grow
  34. 34. ©2018 Acquia Inc. — Confidential and Proprietary Thank You + Q&A 34 Read the eBook The Customer Journey: How to Deliver a Great Customer-First Experience
  35. 35. ©2016 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary Acquia Journey -Review the stats for appropriateness and current-state; obtain APJ stats from Nicole -Creative direction on “the 6” slides - raise profile of the data points -Whole deck - creative re-do -Align completely with eBook & offer ebook at the end -- Trigger sending the ebook immediately at the end of the webinar -Calls to action - what do we want them to do.
  36. 36. ©2017 Acquia Inc. — Confidential and Proprietary DAP Slide – The Customer Journey Mindset - defined. – Leverage CMSwire think piece (Mandates)... – – – – –

×