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EIA2016 Turin - Pepe Moder. Customer Engagement

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How to Deploy Social Networks for Customer Engagement?

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EIA2016 Turin - Pepe Moder. Customer Engagement

  1. 1. Disruptive Customer Experience Pepe Moder EMEA Head of Digital Business & CRM
  2. 2. The starting point Customer Experience = is defined as the whole set of emotions and rational thoughts that taken individually and together generate value from the interaction between the brand/product/service and the consumer You can identify the most memorable customer experience when a consumer does not just repurchase, but becomes an advocate
  3. 3. Emotional, unique experienceXp Customer Centric Benefits Customer Journey Customer Service Single touchpoints efficiency Functional benefits Seamlessness The starting point
  4. 4. Who are personas? Personas are fictional characters created to represent the different user types that might use a site, brand, or product in a similar way. These representations should be based on qualitative and some quantitative user research and web analytics. Remember, your personas are only as good as the research behind them 1.  Represent a major user group for your website 2.  Express and focus on the major needs and expectations of the most important user groups 3.  Give a clear picture of the user's expectations and how they're likely to use the site 4.  Aid in uncovering universal features and functionality 5.  Describe real people with backgrounds, goals, and values Effective personas Ladies and Gentlemen.. The Personas!
  5. 5. •  Collect and manage data to increase the customer’s knowledge and share them within the Company •  Give a meaning/professional reading and enhance needs with a clear action plan Collect Store Analyse Comment Government The key to get in…
  6. 6. Marketing Automation Tool eCommerce Marketing Apps CRM/DMP 3° Party POS + Inventory Customer Service Mobile Web Email PoS Contact Center Events Data lake + Analytics The omnichannel approach
  7. 7. From a linear process… Awareness Consideration Purchase Service Loyalty Recall to memory brands/ producst that can satisfy our growing needs Rational selection based on information collected and choice of the best solution Deal with the sales counterpart and purchase closure Post purchase services experience If satisfaction exceeds the average the product will be repurchased. Otherwise the cycle starts again The Consumer Decision Journey - 1
  8. 8. …to a loop… Evento scatenante Initial Consideration set Active Evaluation Information Gathering Postpurchase Experience Continuous brand engagement Loyalty Loop Prepurchase process Purchase The Consumer Decision Journey - 2
  9. 9. …up to a net shape. The Consumer Decision Journey - 3
  10. 10. Identify your potential touchpoints and attribute them to each step of the CDJ, dividing them by On & offline It’s time to map the touchpoints
  11. 11. Consumers and customers are getting more and more independend in theri purchase processes The digital disruption (finally! :) New purchase behaviors and consumption models are emerging New players, more agile, reactive and with lower fixed costs are getting into the market with the clear objective to deintermediate The change given by the new technologies and behaviors has a significant impact over the CDJ
  12. 12. Benchmark Dialogue/ Relation Mobile Always on Ratings & suggestions Content assets The decision process becomes independent The new Consumer
  13. 13. Four engines of change CDJ is evolving Automation Proactive Personalization Innovation Contextualization
  14. 14. 1. Choose your target 2. Isolate the experience 3. Identify metrics 4. Choose the KPIs 5. Collect data 6. Solve the issues 7. Share results Always identify quantitative and qualitative metrics & KPIs It’s time to measure
  15. 15. The FCA case: alignment to the customer journey Silos approach (campaign logic by organization need) Short term sales need leading the rules! “One size fits all” approach to communication Need to set the proper KPI along different phases of the journey Campaign workflows not fully driven by data
  16. 16. 1. Map the customer journey 2. Identify customer archetypes 3. Create the segmentation model 4. Map touchpoints, data and re-consolidate into the customer journey FCA Customer Journey design
  17. 17. •  NPS (Net Promoter S.) •  Opening rate •  Click through rate •  Unsubscribe rate •  # permissions •  NPS (Net Promoter Sc.) •  Opening rate •  Click through rate •  Unsubscribe rate •  Permissions to leads •  Opening rate •  Click through rate •  Unsubscribe rate •  Leads to dealer •  NPS (Net Promoter Score) •  Sign-up for MyFCA •  #Loyalty program •  Engagement (click, perform CTAs, share, low opt out rate) •  FCA brand positioning •  Promo sales •  # Repurchase INSPIRATION EVALUATION CONFIRMATION RE-CONFIRMATION POSITIVE USAGE PRODUCT INFO FINANCING TEST DRIVE PROMO ACCESSORIES EXCLUSIVE EVENTS PACKAGES Loyalty communicationDatabase mktgQualification mailPermiss.nurturing KPIENGAGEMENTCONTENT Consistent content and right KPI per phasePHASE TRADE IN 3RD PARTY ENDORSEMENT VIDEO
  18. 18. What we are building MARKETING AUTOMATION PLATFORMDATA LAKE + DMP •  Available Data for Segmentations •  Multiple step campaigns workflow •  Digital body language tracking •  Targeted dynamic content display Corporate Walk In PhoneEvents UConnect DEM Web Mobile Digital ADV Vehicle and customer data Platform Marketing Connectors •  Vehicle, profile and digital behaviour data •  Enhanced target capability •  Known and Unknown user data •  Full Lifecycle KPI / operational dashboard The objective is to define a framework and a related action plans to change from a system-driven organization to a customer data and event driven organization Design trigger based campaign workflow Manage digital asset and track behavour Outbound & Inbound Platform Data Mart
  19. 19. Achievements and KPIs Open Rate Unsubscribe Click Trough Rate Permission To Lead conversion Major qualitative achievement: •  Brands to produce different types of content aligned to CJ phases •  More realistic KPI allocation •  Increased customer involvement KPIs improvement due to more effective communication
  20. 20. Thank you! •  Pepe Möder •  Mail: pepe@lunaesole.net •  Twitter: @pepe_moeder •  Skype: Imaginars

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