The Super-Powered, Connected Customer

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Marketing reality check: whether we like it or not, customers and prospects hold the power to make or break your brand. The real challenge for marketers today is driving loyalty through superior online experiences, across the digital marketing ecosystem.

To rise to the challenge, brands must consider a new and iterative content model comprised of owned, paid and earned or collaborative content.

This presentation discusses:
- Creating great customer experiences across touch-points: mobile, tablet, social networks and email.
- How to nurture and build customer relationships with personalized and relevant experiences.
- Extending the relationship with online sales and customer care.

Published in: Marketing, Business, Technology
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  • As we delve into this topic, as Marketers and Business Drivers, let’s consider the NEW REALITIES.
  • First, we must realize that the traditional path to purchase, or the purchase funnel – is DEAD – RIP.The path to purchase is no longer a linear path.
  • Rather, customers are - On a continuous path to purchase - Always on - Always socialThe stages are still present; however, when, where and how customers engage along the path are distinctively different.We’ll discuss this in more detail a bit later… First, let’s consider the customer on a deeper level
  • Let’s talk about your existing customers…
  • Retention of your BEST CUSTOMERSEMPOWERMENT of your BEST CUSTOMERS to AQUIRE NEW ONES!EMBRACE this NOW – someone is already eating our lunch and we’re falling out of your Customers/Prospects’ CONSIDERATION SETThis 20% are your CONNECTED CUSTOMERS
  • Today’s consumers/customers, both B2B and B2C are connected, always-on and…they’re SUPER-POWERED! They make and break our brands with a few taps or a click -- They are our new CMO (Chief Marketing Operative)!Evolving our go-to-market strategies to align with their will separate the brands who will survive and thrive in the new world from those who will inevitably become extinct. And guess what – solutions that hit the mark today, won’t hit the mark the next day – we must prescribe to a highly iterative and agile approach to market.
  • New World Imperatives– simple distribution across channels are no longer effective. We must consider how we effectively move toward creating and delivering an Omni-Channel experience to our customers. Mass market approach to 1:1THE Store to MY StoreCompeting channels to channels in concertto provide a seamless brand experienceB2B and B2C to H2HLinear path to purchase to a continuous cyclePoint of sale to many points of sale – Commerce DNA
  • TECHNOLOGY ENABLEMENT:In building out our eco-systems, we’ve made deep investments in technology. NEWtechnology is emerging at an unprecedented pace. It’s an imperative that we carefully consider OPEN and SCALABLE platforms and solutions to power our ever-evolving go-to-market strategies and CUSTOMER NEEDS/DEMANDS.Consider resource mixes both internally and externally to keep pace.HOW do we CUT THE NOISE?
  • HUGE opportunity for brands who embrace this NOW. Don’t get caught up in an ideal state – iterate, be agile and MOVE FORWARD.
  • Embrace our new CMOShift from a direct focus on BUSINESS OBJECTIVES and OBSESS on YOUR CUSTOMERS’ POV:How do we heed the call of our Connected Customers?How do we empower them?Prediction – it’s already started – there will be a REMARKABLE SHIFT in PAID media spending. Brands who THRIVE will reallocate those funds to empower the Connected Consumer (their NEW CMO) and facilitate sharing and distribution of content through them via EARNED impressions.
  • MOST IMPORTANTLY – Live, breathe, eat and CRAP your CUSTOMERS’ POV.CRAP? Yes, crap – if we successfully subscribe to an iterative and agile test and learn approach, we are constantly leveraging what we know to optimize and move with and at the pace of our customers. Until we’ve analyzed, understand and ACT upon the information, we have NOT COME FULL CIRCLE. This is the true power in committing to the CUSTOMER POV.
  • Harnessing the mobility and social-ability of our Customers. Marked improvement in quality of products and services. Transparency and acceptance of the GOOD, BAD and UGLY will be key.
  • I was a CUSTOMER! A tough one, at that… Came to know first-hand what this brand and solution is all about.VISIONARY – acute focus on the changing needs of our CUSTOMER and our CUSTOMERS’ CUSTOMERS. OPEN and AGILE solution to move at the pace of the customer and power your Brands’ go-to-market strategy.The ability to do this is uniquely our’s. --
  • Designing Holistic, seamless brand experiences that transcend channels is a goal we should all be aspiring to. But getting there can be quite a challenge. We’re used to designing for single channels, and working to some degree within silos. If you look at the big picture, it can seem like TOO MUCHThinking about all the different touchpoints and channels can be overwhelming…each one being so complex and requiring so much time and resources to manage the operations ofStill when thinking about the sum of it all, we generally have an awareness of where our brands are and are not, and how they fit together to extend reach and build relationships with customersBehind the scenes there are plenty of ways things are tied or tangled together
  • Designing Holistic, seamless brand experiences that transcend channels is a goal we should all be aspiring to. But getting there can be quite a challenge. We’re used to designing for single channels, and working to some degree within silos. If you look at the big picture, it can seem like TOO MUCHThinking about all the different touchpoints and channels can be overwhelming…each one being so complex and requiring so much time and resources to manage the operations ofStill when thinking about the sum of it all, we generally have an awareness of where our brands are and are not, and how they fit together to extend reach and build relationships with customersBehind the scenes there are plenty of ways things are tied or tangled together
  • How do we move toward a more holistic, integrated customer experience? Delivering experiences that are more unified, seamless across platforms, devices and channels.to deliver more unified experiences:You need to stitch together touchpoints and connect across channelsTo stitch together touchpoints:You need insights into customer behavior across devices, time and spacesTo understand cross channel user behavior:You must first exist in and be able to communicate between multiple channels. Which is easier said than doneBecause you need to know what those touchpoints are, andYou need insights into user behavior, and a realistic understanding of how people weave in and out of channels, across devices, and how they may expect to engage with your services over time and in different places.To stitch together touchpoints:You need insights into customer behavior across devices, time and spaces
  • How do we move toward a more holistic, integrated customer experience? Delivering experiences that are more unified, seamless across platforms, devices and channels.to deliver more unified experiences:You need to stitch together touchpoints and connect across channelsTo stitch together touchpoints:You need insights into customer behavior across devices, time and spacesTo understand cross channel user behavior:You must first exist in and be able to communicate between multiple channels. Which is easier said than doneBecause you need to know what those touchpoints are, andYou need insights into user behavior, and a realistic understanding of how people weave in and out of channels, across devices, and how they may expect to engage with your services over time and in different places.To stitch together touchpoints:You need insights into customer behavior across devices, time and spaces
  • How do we move toward a more holistic, integrated customer experience? Delivering experiences that are more unified, seamless across platforms, devices and channels.to deliver more unified experiences:You need to stitch together touchpoints and connect across channelsTo stitch together touchpoints:You need insights into customer behavior across devices, time and spacesTo understand cross channel user behavior:You must first exist in and be able to communicate between multiple channels. Which is easier said than doneBecause you need to know what those touchpoints are, andYou need insights into user behavior, and a realistic understanding of how people weave in and out of channels, across devices, and how they may expect to engage with your services over time and in different places.To stitch together touchpoints:You need insights into customer behavior across devices, time and spaces
  • How do we move toward a more holistic, integrated customer experience? Delivering experiences that are more unified, seamless across platforms, devices and channels.to deliver more unified experiences:You need to stitch together touchpoints and connect across channelsTo stitch together touchpoints:You need insights into customer behavior across devices, time and spacesTo understand cross channel user behavior:You must first exist in and be able to communicate between multiple channels. Which is easier said than doneBecause you need to know what those touchpoints are, andYou need insights into user behavior, and a realistic understanding of how people weave in and out of channels, across devices, and how they may expect to engage with your services over time and in different places.To stitch together touchpoints:You need insights into customer behavior across devices, time and spaces
  • Despite a lot of buzz around terms like omni and crosschannel. Most people are striving toward, or stuck at multichannel experiences. Existing in multiple channels. Being present in the places where customersWant to engage with you. Triaging your site. This site best viewed on a computer.Creating the infrastructure
  • Despite a lot of buzz around terms like omni and crosschannel. Most people are striving toward, or stuck at multichannel experiences. Existing in multiple channels. Being present in the places where customersWant to engage with you. Triaging your site. This site best viewed on a computer.Creating the infrastructure
  • Bingo? Whack-a-mole?All channels acting in concert. Well in order for you to have a concert, you need to assemble a band and instruments. Existing in multiple channels. Being present in the places where customersWant to engage with you. Triaging your site. This site best viewed on a computer.Creating the infrastructure
  • Bingo? Whack-a-mole?All channels acting in concert. Well in order for you to have a concert, you need to assemble a band and instruments. Existing in multiple channels. Being present in the places where customersWant to engage with you. Triaging your site. This site best viewed on a computer.Creating the infrastructure
  • What’s the low hanging fruit? Plugging the leaks doesn’t require research. These are the no-brainers. If you are at this stage you are in triage mode and your objective is to offer something, anything to satisfy the demands of an audience you are failing to connect with.
  • This is usually the pretty obvious stuff. Where are you turning people and losing business. What are the immediate pain points. What does your boss rant about continually?
  • What’s getting put out there?Who is producing content?
  • What’s getting put out there?Who is producing content?
  • What’s getting put out there?Who is producing content?
  • What’s getting put out there?Who is producing content?
  • Ultimately it sbouat
  • How, when and where can you best serve your customers? What will motivate them to engage with your services?
  • New World ImperativesMass market approach to 1:1THE Store to MY StoreCompeting channels to channels in concertto provide a seamless brand experienceB2B and B2C to H2HLinear path to purchase to a continuous cyclePoint of sale to many points of sale – Commerce DNA
  • New World ImperativesMass market approach to 1:1THE Store to MY StoreCompeting channels to channels in concertto provide a seamless brand experienceB2B and B2C to H2HLinear path to purchase to a continuous cyclePoint of sale to many points of sale – Commerce DNA
  • New World ImperativesMass market approach to 1:1THE Store to MY StoreCompeting channels to channels in concertto provide a seamless brand experienceB2B and B2C to H2HLinear path to purchase to a continuous cyclePoint of sale to many points of sale – Commerce DNA
  • New World ImperativesMass market approach to 1:1THE Store to MY StoreCompeting channels to channels in concertto provide a seamless brand experienceB2B and B2C to H2HLinear path to purchase to a continuous cyclePoint of sale to many points of sale – Commerce DNA
  • New World ImperativesMass market approach to 1:1THE Store to MY StoreCompeting channels to channels in concertto provide a seamless brand experienceB2B and B2C to H2HLinear path to purchase to a continuous cyclePoint of sale to many points of sale – Commerce DNA
  • The Super-Powered, Connected Customer

    1. 1. The Super-Powered, Connected Customer Welcome
    2. 2. Housekeeping • All phones are muted, please submit questions via chat window • Tweet us! #connectedcustomer @WSOLHQ @episerverUS
    3. 3. Our Presenters Donna Pahel Director, Digital Marketing & eCommerce Strategy EPiServer Dennis Kardys Design Director WSOL
    4. 4. The New Realities #connectedcustomer
    5. 5. The Funnel is DEAD © 2014 EPiServer Inc. #connectedcustomer
    6. 6. Continuous Path to Purchase Evaluate • • Value proposition Self actualization Transact • • Commerce Self actualization realized Validation Precommerce Postcommerce Consider • • Self-identified need Provoked need Formulation Express • • • © 2014 EPiServer Inc. Experience evaluation Product/service performance Advocacy and Loyalty #connectedcustomer
    7. 7. According to Bain and Co., a 5% increase in customer retention can increase a company’s profitability by 75%. #connectedcustomer
    8. 8. Gartner Group statistics report that 80% of your company’s future revenue will come from just 20% of your existing customers. #connectedcustomer
    9. 9. © 2014 EPiServer Inc. 9
    10. 10. The New World Multi-Channel versus OmniChannel Past to Present and Future • Mass market approach to 1:1 • THE Store to MY Store • Competing channels to channels in concert to provide a seamless brand experience • B2B and B2C to H2H • Linear path to purchase to a continuous cycle • Point of sale to many points of sale – Commerce DNA © 2014 EPiServer Inc. 10 #connectedcustomer
    11. 11. Cut the NOISE: Emerging Technologies, Changing Customer Expectations Internal IS © 2014 EPiServer Inc. 11 #connectedcustomer
    12. 12. The Business Opportunity #connectedcustomer
    13. 13. © 2014 EPiServer Inc. #connectedcustomer
    14. 14. Survive and Thrive • Firmly plant yourself in your Customers’ shoes • Live, breathe, eat and crap your Customers’ POV 14 #connectedcustomer
    15. 15. Continuous Path to Purchase What is Your Brand Commerce DNA™ Evaluate • • Value proposition Self actualization Transact • • Commerce Self actualization realized Validation Precommerce Postcommerce Consider • • Self-identified need Provoked need Formulation Express • • • © 2014 EPiServer Inc. Experience evaluation Product/service performance Advocacy and Loyalty
    16. 16. Continuous Path to Purchase What is Your Brand Commerce DNA™ Evaluate • • Transact Value proposition Self actualization Shopping list builder, offer generator, comparison tools • • Commerce Self actualization realized Validation Help and customer service, live chat, community Contextual, personalized content Calculators and visualization tools Precommerce Contextual, personalized content Search Contextual, personalized content Customer sharing, survey Consider • • Postcommerce Media Self-identified need Provoked need Digital/social currency and rewards Formulation Express Consider your brands’ challenges & opportunities along the continuous path of the connected consumer © 2014 EPiServer Inc. • • • Experience evaluation Product/service performance Advocacy and Loyalty
    17. 17. © 2014 EPiServer Inc. 17
    18. 18. Why We are visionaries with a proven technology solution – we’re committed to a progressive and iterative path forward. We enable harmonious content and commerce delivery…seamlessly. Our solution scales, is agile and empowers you to move at the pace of your customer. 18 #connectedcustomer
    19. 19. Why 5 000 CUSTOMERS 20 000 WEBSITES #connectedcustomer
    20. 20. Director Digital Marketing & eCommerce Donna Pahel @hapagirlpgh donna.pahel@episerver.com Donna Pahel is Director, Digital Marketing & E-commerce Strategy at EPiServer in North America. As an industry expert with 18 years of experience as a practitioner, Donna brings forth thought leadership and strategic insight from the Customer point-of-view. Most recently, Donna was Director, Digital CRM, leading digital customer relationship marketing for $10B+ multi-format retailer, Giant Eagle, Inc. She recently received honors as one of Progressive Grocer's 2012 Top Women in Grocery – Rising Stars. Prior to joining Giant Eagle, she developed and led digital and traditional marketing and communications programs for global manufacturer, PPG Industries. Overall, her 18 years of industry experience span B2C and B2B marketing across multiple industries including retail and manufacturing with both client-side and agency-side perspective. © 2014 EPiServer Inc. 20 #connectedcustomer
    21. 21. Your Brand Channels and Silos its easy to believe that your customers see the big picture… • • • • • • Website Mobile Site Inbound Campaigns Social Networks Person to Person Traditional Media & Publications Your Services 21
    22. 22. Vs. your customers see Whatwhat your customers see. #connectedcustomer
    23. 23. #connectedcustomer
    24. 24. #connectedcustomer
    25. 25. #connectedcustomer
    26. 26. #connectedcustomer
    27. 27. 27 #connectedcustomer
    28. 28. Multichannel Bingo… Online POS Website (desktop) Kiosks Mobile Site Mar-Comm Customer Service Brand guidelines Call center In-Store Experience Ads Email support Email/ inbound POS Displays Print/ Catalogs Satisfaction Surveys native platform apps Front lines (Staff) TV/ Radio In Person
    29. 29. Does not = cross-channel Online POS Website (desktop) Kiosks Mobile Site Mar-Comm Customer Service Brand guidelines Call center In-Store Experience Ads Email support Email/ inbound POS Displays Print/ Catalogs Satisfaction Surveys native platform apps Front lines (Staff) TV/ Radio In Person
    30. 30. Establishing a technical foundation • Plugging the leaks • Consistency Across Platforms • Consolidated Data #connectedcustomer
    31. 31. Plugging the Leaks • Triage what’s existing • Patch what’s missing #connectedcustomer
    32. 32. Cross Platform Consistency • Consistent Brand/UI • Consolidated Code • Centralized Content 33 #connectedcustomer
    33. 33. Centralizing Content (Web) #connectedcustomer
    34. 34. • • • • • • • • • Customer Info Pricing Orders Account Info Skus Weight Dimensions Product Rich Descriptions Assets (product images) …and across channels
    35. 35. …and across channels
    36. 36. …Data you can play with.
    37. 37. #connectedcustomer
    38. 38. Get out from behind the curtain 39
    39. 39. User Research Toolbox METHODS • Direct Contextual Observation • Interviews • Surveys DOCUMENTS • Personas • Scenarios • Customer Experience Maps
    40. 40. Experience Maps #connectedcustomer
    41. 41. STAGES OF ENGAGEMENT ACTIONS/ CHANNELS TOUCHPOINTS EXPERIENCES ACTIONS/ CHANNELS
    42. 42. #connectedcustomer
    43. 43. Mobile technology binds the digital and the physical
    44. 44. Create experiences that are • • • • Convenient Consistent Contextual Service Driven #connectedcustomer
    45. 45. Cultivating Omnichannel Experiences • • • • Collaborative Workshops Cross-Pollinate Aligning campaigns Get away from your desk
    46. 46. Get Started! • • • • Audit touchpoints Pair channels Create bridges Listen to everyone #connectedcustomer
    47. 47. Questions?
    48. 48. Contact Us Donna Pahel Dennis Kardys Director, Digital Marketing & eCommerce Strategy Design Director, WSOL donna.pahel@episerver.com @hapagirlpgh dkardys@wsol.com @dkardys #connectedcustomer

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