Our time! ...first time ever technology enables us to be connected with our customers 24:7 across borders and touch points. This is a BIG change for marketing Where we are today (expectations vs. quality) CUE The norm for experiences today
See – hear – engage AND! The failure of a single interaction threatens a customer’s entire perception of a brand.
The LumaScape chart represents what I see as essentially a digital marketing arms race. It’s how to get your message in front of the customer and measure the CTR. Who shouts the most and who shouts the loudest.
Create different pockets of views to engage the customer….
Let’s try this…
Digital marketing is Like looking at your customer through a keyhole. Is my customer a coffee drinker? Loves art? Athlete? Does she have a family?… When you see the world through a keyhole you’re missing out…
Digital marketing is not the destination, ladies and gentlemen. Digital marketing is a stepping stone on the path to experience marketing.
a customer a prospect a citizen a patient a jobseeker
TRUE FOCUS ON THE CUSTOMER!!!!
Great experiences are born of bad experiences…. Getting a cab used to be…
Experience is not only making loyal customers, it’s effect on company performance is also significant.
Research performed by Watermark Consulting found that, for the six-year period from 2007 to 2012, the customer experience leaders in the study outperformed the broader market, generating a total return that was three times higher on average than the S&P 500 Index.
Forrester Age of the Customer… 1900 - Age of Manufacturing 1960 – Age of Distribution 1990 – Age of Information 2010 – Age of the Customer
New norms are set and this will will only accelerate…
To provide relevant Connected Customer Experiences, we need access to customer data from all touch points in real time and be able to use it in real time.
Lacking a model or process Restricted budget Pressured for short term gains Lacking resources Managing change
Connect data to
View of Each
“EasyJet has wiped the floor
with us, with the website and
modest customer [service]
improvements” Mr O’Leary
said on Thursday, as he
launched 12 new routes
“We can learn from the
bits they have done well”
Friday 29, November 2013
Average conversion lift by using personalization
Source: The Realities of Online Personalization, eConsultancy April 2013
Get started now!
1. Walk in the shoes of your customers, what are
your dis-connected experiences?
2. Get started with the quick wins
3. Reframe your organizational strategic approach
4. Marketing and IT working together are key for long term