CXM - 10 practical techniques

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Customer Experience Management - CXM - doesn't have enough attention IMO given its importance in delivering and evaluating marketing effectiveness from a customer's POV.

In this webinar and breakfast briefing Adobe UK asked me to deliver I introduce the CXM and give 10 practical techniques across the Smart Insights RACE framework to improve experience.

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CXM - 10 practical techniques

  1. 1. 1 Managing CXM 10 practical techniques A webinar and briefing for Adobe UK Marketing Cloud Dr Dave Chaffey CEO: SmartInsights.com Digital Marketing Advice
  2. 2. 2 About Dave Chaffey About Dave Chaffey • Author of 5 bestselling marketing books • Responsible for CXM at SmartInsights.com -- a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results. • Insights Director @ search conversion agency ClickThrough Marketing
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  4. 4. 4 What is Customer Experience Management? Source: As defined by Forrester in 2011
  5. 5. 5 CXM = effective brand customer communications “Right Touching” is: A Multi-channel Communications Strategy Customised for Individual Prospects and Customers Which… Delivers the Right Value Proposition Accompanied by the Right Message With the Right Tone At the Right Time With the Right Frequency and Interval Using the Right Media / Communications channels To achieve… The right balance of value between both parties Source: Dave Chaffey (2005, 2012): Digital Marketing Strategy: Implementation and Practice
  6. 6. 6 Do you have a person or team RESPONSIBLE FOR CXM?  Vote!
  7. 7. 7 Technique 1. Personas & Customer journey mapping Smart Insights Persona Toolkit
  8. 8. 8 B2C Persona example For each persona define preferences for:  Platforms (web, email, mobile)  Platform usage (hours)  Content consumption: General site types & category-specific  Social media - content creation & participation  Search behaviour  Trusted brands www.dulux.co.ukSmart Insights Persona Toolkit : See also Mental content model mapping technique
  9. 9. 9 Technique 2: Define Brand OVP
  10. 10. 10
  11. 11. 11 Developing your brand personality?  Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.  Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. Source: Tip: Refine how content enhances Personality and supports brand storytelling
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  13. 13. 13 Improving Reach Key success factors  Define success criteria  Select appropriate mix  Optimise most effective channels:  Search marketing  Outreach  Social media marketing
  14. 14. 14 Technique 3. Targeted lifecycle media
  15. 15. 15 Example: Online value proposition: Selection and Purchase value
  16. 16. 16 Tip: Use paid and natural Site links to explain and persuade
  17. 17. 17 Effectiveness (potential sales volume) Investment(resourceneeded) SEO Long Tail AdWords Remarketing Facebook custom audiences AdWords Generic Social amplification Media related PR Influencer PR Integrated content campaigns Blog marketing Sponsored Tweets Instagram POE media targeting prioritisation FBX Retargeting Facebook Promoted Posts LinkedIn Promoted Posts Tip: Review Display Network and Remarketing options AdWords Tail AdWords PLA AdWords Mobile (Enhanced campaigns) SEO Generic Example: Review effectiveness for your sector
  18. 18. 18 Increasing InterACTion Key success factors  Define key customer journeys for different platforms  Use Analytics to improve effectiveness  Select content to engage audience  Manage creation and promotion of content
  19. 19. 19 Technique 4. Relevant Scent  Vote!
  20. 20. 20 How effective is your scent? WHY CHOOSE US? WHERE / HOW TO BUY? NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> Example SCENT TRAILS
  21. 21. 21 Sites focused on users’ top tasks www.volkswagen.co.uk www.barclaycard.co.uk
  22. 22. 22 Technique 5: Strategic Content Marketing http://bit.ly/smartercontent
  23. 23. 23 Does your content engage and persuade?
  24. 24. 24 Technique 6. Marketing Automation Automated Email Sequences > Targeted > Behavioural
  25. 25. 25 How sophisticated is your email marketing? Customers Welcome email Behavioural Cross sell Regular marketing emails Site segmented Activity flagging RFM Predictive Lapsed / Churn By product Site down apology Birthday / Xmas Emails Repeat abandoner Future Release alert Back in stock alert Lapsed Activity Non cross sell Not returned in 14 days Not re-purchased in 14 days Process abandonment X-sell programme By product Newsletter Not transacted By content group visited Content triggers Entry level 5 - 8 triggers Medium level 17 – 30 triggers Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Site Activity programFull marketing email program Customer service emails Source:
  26. 26. 26 Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
  27. 27. 27 Increasing Conversion Key success factors  Create a CRO / optimisation process  Understand multi-channel conversion
  28. 28. 28 Technique 7. CRO
  29. 29. 29 International CRO at ASOS.com
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  31. 31. 31 Technique 8. Smart Merchandising
  32. 32. 32 Testing email offer in an abandoned shopping cart email sequence  1. Generic branded follow-up email : +10% conversion rate.  2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.  3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Source: Smart Insights case study
  33. 33. 33 Improving Engagement Key success factors  Understanding the satisfaction gap  Effective sharing through social media marketing  Effective and efficient email marketing
  34. 34. 34 Technique 9. Understanding loyalty drivers
  35. 35. 35 Customer feedback tools http://bit.ly/smartfeedback HiPPO support tool = www.usertesting.com and www.whatusersdo.com
  36. 36. 36 Technique 10. Map your customer lifecycle touchpoints and Optimise :Halfords case study
  37. 37. 37 Source: Philips presenting on PlantoEngage.com
  38. 38. 38 Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, Expert member learning  7 Step Guides to all digital marketing  Online courses  DIY Planning and optimisation templates in Word, Excel and Powerpoint  www.smartinsights.com/membership/expert- member-reasons uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/

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