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The Agency in Transformation: How Customer Journeys Will Transform the Agency-Brand Relationship... Forever

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Most Agencies can talk a good game when it comes to the customer engagement strategy. But actually delivering on the expectations from brands is a whole different animal. Join Principal Analyst and CEO of Gleanster Research, Ian Michiels, to explore the transformational forces that will forever change the Agency-Brand relationship.

You'll learn:
Profitable strategies for customer journey services
How innovative agencies are capitalizing on the age of the empowered customer
How to translate strategy and journey maps into meaningful and realistic EXECUTION
Where to start, what to create, and how where to focus your efforts

Published in: Marketing
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The Agency in Transformation: How Customer Journeys Will Transform the Agency-Brand Relationship... Forever

  1. 1. Ian Michiels Principal Analyst Gleanster Research Featured Speakers: WEBINAR The Agency in Transformation: How Customer Journeys Will Transform the Agency-Brand Relationship... Forever COMPLIMENTS OF: Jeff Nicholson VP of Marketing Kitewheel
  2. 2. The Agency in Transformation: How Customer Journeys Will Transform the Agency-Brand Relationship... Forever Ian Michiels Principal & CEO Gleanster Research COMPLIMENTS OF:
  3. 3. TODAY’S STATS PERFORMANCE BASED ALGORITHM All Survey Respondents 2014 Customer Experience Management, 2014 n= 276 Top Performers: Respondents that achieved Top Quartile performance in key KPI’s Everyone Else Gleanster Benchmark Stats 2014 Omni- Channel Marketing (Mar. 2014) n= 327 Digital Engagemen t (Sept. 2013) n= 429 Total survey responses: 984
  4. 4. Agenda
  5. 5. Agenda  Agency Challenges & Opportunities with the Customer Journey  Bridging the Gap Between Strategy and Execution  Recommendations & Stepping Stones
  6. 6. The Empowered Customer = Opportunity 86% of Top Performers rank personalized customer engagement as a top 3 imperative for revenue growth in 2014.
  7. 7. Customer Experience Priorities THE BRAND “We need help.” “Dream up the experience and show us how to execute.” “Show me how you’re measuring success… next week.” Live & Breathe These Challenges •Expert Resources •Knowledge of what works Customer Journey Offerings •Strategic •Inconsistent •BUT – demand is there from clients Moving beyond strategy •Limitations with data •Limitations with tools •Limitations in the brand THE AGENCY Rapid Channel Proliferation •Digital •Online / Offline Empowered Consumer •Savvy •Informed •22% of Consumers are loyal to brands Legacy or Fragmented Infrastructure •Niche Tools •Skills Gap •Difficulty Adapting THE BRAND TURNS TO THE AGENCY
  8. 8. CMO Priorities in 2014 42% 53% 65% 78% 0% 20% 40% 60% 80% Gain Insights with Customer Data Reduce Costs Retain Profitable Customers Increase Revenue Top 3 Marketing Priorities for 2014 Top Performers n=69 * Customer Experience Management Survey, Q1 2014, n=276
  9. 9. Customer Engagement Priorities 76% 85% 88% 0% 20% 40% 60% 80% 100% Personalization Retention revenue (up- selling / cross-selling) Customer loyalty / lifetime value Top 2 Strategies for Addressing the Customer Experience Mandate All Respondents * Customer Experience Management Survey, Q1 2014, n=276
  10. 10. Where are the challenges in the brand? 47% 51% 62% 64% 79% 0% 20% 40% 60% 80% Fragmented marketing systems Poor data quality Lack of data Segmentation & targeting Limitations in marketing tools Biggest Challenges with Managing the Customer Experience All Respondents * Customer Experience Management Survey, Q1 2014, n=276
  11. 11. The Misconception about “Data Driven Marketing” Are you using customer data to inform or improve the customer experience in ongoing communications? 91% - Yes 9% All Respondents Yes No* Customer Experience Management Survey, Q1 2014, n=276 In your opinion how effective is your organization at using available customer data to optimize marketing communications with customers? (Choose one) 5% 10% 36% 29% 10% 0% 20% 40% We're failing Major room for improvement Minor room for improvement We're good We're leaders
  12. 12. How are brands actually using customer data? 36% 38% 47% 47% 53% 67% 69% 41% 39% 31% 29% 29% 11% 12% 0% 20% 40% 60% 80% 100% Third-party behavioral/attitudinal data Social media monitoring data Third-party geo-demographic data Campaign engagement data Web browsing/online behavioral data Customer Data (CRM or Marketing Datamart) Point-of-sale (POS) / transaction data Top Performer Use of Customer Data for Segmentation Currently Use Plan to Use * Customer Experience Management Survey, Q1 2014, n=276
  13. 13. The Challenge and the Opportunity  Customer expectations are molded and shaped by the most innovative brands  Forces the issue of customer journey optimization at ALL brands  The opportunity for agencies is long-term  Fragmented and disconnected technologies lead to:  Challenges with data  Challenges with execution  Every client is unique  Brands find it difficult to staff and retain talent with expertise in emerging digital channels.
  14. 14. Agencies must simultaneously address all three elements: Strategy DataTechnology
  15. 15. The Agency in Transformation Myths and Misconceptions
  16. 16. 2 Types of Agencies? Innovators  Pursuing the opportunity  You can talk-the-talk  Over promise, underwhelm Everyone Else  Kicking the tires  Open to the opportunity
  17. 17. Trends among agency resources 30% of agency resources believe they could be doing more to help clients optimize the customer journey. * Customer Experience Management Survey, Q1 2014, n=45 Agency Participants
  18. 18. Challenges with the customer journey – for agencies * Customer Experience Management Survey, Q1 2014, n=45 Agency Participants 39% 51% 73% 73% 89% 0% 25% 50% 75% 100% Lack of data Lack of expertise in the brand Time and effort required to configure campaigns Poor data quality Fragmented marketing systems Biggest Challenges with Helping Clients Manage the Customer Experience Agency (n=45)
  19. 19. Still Noise Around Key Concepts  Ask 10 marketers (or agencies) what these terms mean and you get 10 different answers. Customer Journey Customer Journey Map Multi- Channel Marketing Omni- Channel Marketing
  20. 20. The Customer Journey  What it is:  All interactions a customer has with your brand  Cross-channel, cross-device, online / offline  From the time they find out your brand exists to the long-term relationship as a loyal customer.  A unique contextual experience for each customer  Unpredictable  What it is NOT:  A campaign  Something you can control or manage  A series of linear steps 
  21. 21. Customer Journey Map  What it is:  A tool to understand how customers might engage with a brand  Contextually based on the buyer – customer perspective  A tool to help identify opportunities to improve the customer journey: messaging, technology, channel strategy, etc.  What it is NOT:  A static document  A high level bulleted presentation – it’s a deep dive  Limited by what can be done today 
  22. 22. Omni-channel Marketing  What it is:  Omni-channel is the orchestration of communications across any channel a customer or prospects chooses to engage  Contextually relevant & data driven  Re-enforces the brand and the communication  Accounts for the fact that customers will each have a unique customer journey  Delivers incremental value across any channel  What it is NOT:  Execution of multiple different messages across multiple different platforms  A series of campaigns via different channels 
  23. 23. Customer Data  There is a common misconception that data must be in once place to manage the customer journey  Leads to expensive and time consuming transformational initiatives  Excessive focus on the robustness of data  Huge impediment to Customer Journey offerings:  “We have to get this right first... Then… we can focus on the customer journey”  Hook into the data- technology can help facilitate rapid integration and near real-time analysis of massive volumes of structured and unstructured data  Data must be accessible  Data must be actionable via automation & business rules 
  24. 24. Technology Infrastructure  The average organization supports 3-5 different marketing technologies  Fragmented tools weren’t designed to work together, but they are still CRITICAL to success  Every client has a different technology infrastructure  Its’ time consuming to replace  It’s not scalable from a best practice standpoint  Brands cant afford to start over
  25. 25. What are Brands Really Asking For? Recommendations
  26. 26. Ideas  Dream up the customer experience- tell us what it should look like.  Pull the brand into the strategy, help them understand it’s not a campaign or a linear path that can be managed  Be the voice of the customer for the brand.  Become the “maestro” of the customer journey. The relationship demands oversight over:  Customer Data  Communications  Strategy  Technology  Set boundaries for what will be required from the brand.  The Agency must become a strategic asset for conducting the customer journey.
  27. 27. Plan  A Realistic Plan  Not hacked code  Expensive infrastructure investments with no clear timeline  Quick wins  Demonstrate in advance how success will be measured  Examples from Kitewheel
  28. 28. Execution  Leverage existing tools for the customer journey – they are configured and pre- populated with critical customer data  Every brand is different – so a hub model is ideal.  Plug into existing infrastructure and develop automated triggers for the customer journey  Customers fire these triggers based on behavior, purchase history, and other attributes.  Customer engagement is flexible across any channel.
  29. 29. Hub Marketing Automation Email Marketing Mobile Marketing Etc. Etc EtcEtc Web Analytics eCommerce CRM Web Analytics Execution Customer Journey Maps UNPREDICTABLE CUSTOMER TRIGGERS ContextualRelevance BasedonPurchase History,Behavior& Response Orchestrate Automate Measure AGENCY CONNECTS TO THE EXISTING BRAND TECHNOLOGIES BRAND TECHNOLOGIES
  30. 30. CRM Customer record Customer points SOAP Mobile App IOS/Android APP New registrations Check in at venue Balance check Point of Sale QR Code at ePOS Web New registrations Push Message Server Apple Push Notifications Email/CM Engine Email delivery Opt out management Bounce management Twitter Real-time Tweets Facebook Page Posts/Updates JSON API Attribution Embedding Url tracking Reporting Case Study: Real-time Digital Loyalty Program © Kitewheel 2014 hub How can we orchestrate a completely connected real-time journey … across all THIS? ( … in less than 3 months ) Outcomes: Signups: Up 5X Payback: <2 weeks
  31. 31. CRM Customer record Customer points SOAP Mobile App IOS/Android APP New registrations Check in at venue Balance check Point of Sale QR Code at ePOS Web New registrations Push Message Server Apple Push Notifications Email/CM Engine Email delivery Opt out management Bounce management Twitter Real-time Tweets Facebook Page Posts/Updates JSON API Attribution Embedding Url tracking Reporting Case Study: Real-time Digital Loyalty Program © Kitewheel 2014 hub
  32. 32. CRM Customer record Customer points SOAP Mobile App IOS/Android APP New registrations Check in at venue Balance check Point of Sale QR Code at ePOS Web New registrations Push Message Server Apple Push Notifications Email/CM Engine Email delivery Opt out management Bounce management Twitter Real-time Tweets Facebook Page Posts/Updates JSON API Attribution Embedding Url tracking Reporting Case Study: Real-time Digital Loyalty Program © Kitewheel 2014 hub Outcomes: Signups: Up 5X Payback: <2 weeks
  33. 33. Case Study Individual Real-time Journeys Choices Web Activity o 25 action triggers o 94 behavior rules o 80+ dashboards o 240 Content items Dashboards Readiness Cues Call to Action Motivational Msgs Badges Progress o 1000+ routes through the customer journey o Behavior linked to customer and baby data and decisions o Guide mothers through 7 steps of early childhood o Engage, encourage, educate, reward o Gamification around completion stats, medals & emails o All visit data tracked o Clicks, actions, videos, shares unload, scrolls, focus o Linked to consumer data records 33
  34. 34. Thanks! Q&A Ian Michiels Gleanster Research @InsightFanatic ian.michiels@gleanster.com Jeff Nicholson Kitewheel @jnicholson30 jnicholson@kitewheel.com State of the Customer Journey 2014 kitewheel.com/journey2014 NEW REPORT: Get your free download at:

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