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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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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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