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Managing Customer Experience Lifecycle

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Piecing the customer journey puzzle together with cxLifecycle. Learn more at www.ibm.com/experienceone

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Managing Customer Experience Lifecycle

  1. 1. Lani Kakiet Solutions Consultant-IBM ExperienceOne Managing Customer Experience Lifecycle
  2. 2. The customer journey dilemma
  3. 3. How? Interaction Data • Email • Call centre • Web • Mobile device • In-person Why? Attitudinal Data • Opinions • Preferences • Needs and desires Who?Descriptive Data  Attributes  Characteristics  Geographic and demographics What? Behavioural Data  Purchases  Transactions  Payment  Usage Piecing the puzzle together
  4. 4. Lifecycle Industry-unique milestone analytics of customer lifecycle progression Lifecycle  Pre-built and custom lifecycles Complex sequence specific funnels Milestones  KPI metrics measure velocity of progression  Factors that influence progression LIVEmail integration  Automated retargeting of customer segments
  5. 5. Lifecycle and milestones at a glance
  6. 6. …and migrators between different milestones
  7. 7. Zooming shows the most effective influencers at each milestone
  8. 8. USE CASE #1 Understand purchase succession Promote products and items to drive customers along a particular path
  9. 9. See differences in funnel for different segments and tailor marketing strategy USE CASE #2 Modify tactics by segment
  10. 10. Quickly find customers who leave the purchase lifecycle and take action USE CASE #2 Retarget customers
  11. 11. Lifecycle Integration with Tealeaf  Exchange of visitor and session data streamlined between the two tools.  Automated session correlation. cxLifecycle Go beyond single session information with extensive visitor and segment analysis
  12. 12. Lifecycle Integration with Tealeaf  Exchange of visitor and session data streamlined between the two tools.  Automated session correlation. cxLifecycle Go beyond single session information with extensive visitor and segment analysis
  13. 13. Lifecycle Integration with Tealeaf  Exchange of visitor and session data streamlined between the two tools.  Automated session correlation. Ad-hoc analytics  Digital profile of individual visitors across multiple sessions, channels, and devices.  Multidimensional analysis of behavioural data. cxLifecycle Go beyond single session information with extensive visitor and segment analysis
  14. 14. cxLifecycle Go beyond single session information with extensive visitor and segment analysis Tag Management  Enterprise-grade tag management for creating, deploying, and managing IBM and over third-party tags.  Rapid deployment using existing data collection tags.
  15. 15. cxLifecycle Go beyond single session information with extensive visitor and segment analysis Tag Management  Enterprise-grade tag management for creating, deploying, and managing IBM and over third-party tags.  Rapid deployment using existing data collection tags. Data API  Syndication of first-party audience data to over third-party technologies.  Real-time access to behavioural data.
  16. 16. Session 1 Session 2 Session 3 Session 5 •Search •Prices •Options •Search •Refine •Select Flight •Save Itinerary •Book Flight! “Let’s go to Disney World” Price comparison Session 4 Abandonment And an unknown # of human beings! •Review flight, hotels, but no purchase Conversion! Abandonment AbandonmentAbandonment DAYEVENING ? 5 Sessions 4 Abandonments 1 Conversion Talk about options and schedule s Finalize flight preferenc es Discuss again then sleep on it Confirm that price is best Session analysis can sometimes lead to misinterpretation in Tealeaf
  17. 17. Session 1 Session 2 Session 3 Session 5 •Book Flight! “Let’s go to Disney World” Price comparis on DAYEVENING Talk about options and schedule s Finalize flight preferenc es Discuss one more time - then sleep on it Confirm that price is best Session 4 1 unique visitor, 5 day sales cycle, 1 conversion Conversion! cxLifecycle helps put struggle in context
  18. 18. USE CASE #4 Uncover customer struggles impeding conversion Export customer segments to Tealeaf automatically for session replay
  19. 19.  Provide one-to-one customer experience  Improve loyalty  Increase revenue per available seat Meet Ann Customer Experience Manager at Kat Airline
  20. 20. USE CASE #5 Monitor customer segments impacted by struggle Import customer segments from Tealeaf and track KPIs over time
  21. 21. 1 2 3 Increase marketing ROI by matching the right marketing campaign to the right customer at the right time. Increase conversion by improving and shortening conversion and sales cycles. Reduce customer churn by uncovering and quantifying trends and anomalies impacting conversion. Start immediately by speeding up implementation using existing tagging or DDX. Automate retargeting by retargeting segments with email, display ads, multichannel campaigns. 4 5 Benefits
  22. 22. Thank You

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