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Listen via your computer speakers or on the phone
UK:...
Today’s Speakers
10 Key Strategies to Deliver Optimal Customer Experience
Dave Chaffey
CEO
Smart Insights
Noelle McElhatto...
Interact with us
10 Key Strategies to Deliver Optimal Customer Experience
Follow the conversation on twitter #HASHTAG
4
Managing
CXM
10 practical
techniques
Dr Dave Chaffey
SmartInsights.com
Plan, Manage and Optimize
5
About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books now
working on 5th editions
• Responsive...
6
 Vote!How advanced are
our digital marketing capabilities?
7
What is Customer Experience
Management?
Source: As defined by Forrester in 2011
8
9
CXM is about effective customer communications
“Right Touching” is:
A Multi-channel Communications Strategy
Customised f...
10 Key Strategies to Deliver Optimal Customer
Experience
Quick Poll
11
Technique 1. Personas &
Customer journey mapping
Source: Boston Consulting Group
12
13
For each persona define preferences for:
 Platforms
(web, email, mobile)
 Platform usage (hours)
 Content consumptio...
14
Technique 2: Define Brand OVP
15
Developing your brand personality?
 Personality is the unique, authentic, and talkable soul
of your brand that people ...
16
17
Start with a plan!
Key success factors
 Customer insight
 Marketplace review
 SMART objectives
 Persona creation
 ...
18
19
Improving Reach
Key success factors
 Define success criteria
 Select appropriate mix
 Optimise most effective channe...
20
Technique 3. Targeted lifecycle media
21
Using POE media targeting to fit
the customer journey:
Select
supplier
(enquire)
‘Tracker’
Completing
‘Hunter’
Research...
22
Tip: Use paid and natural
Site links to explain
and persuade
23
Effectiveness (potential sales volume)
Investment(resourceneeded)
SEO
AdWords
Remarketing
Facebook
custom audiences
AdW...
24
Increasing InterACTion
Key success factors
 Define key customer journeys for different platforms
 Use Analytics to im...
25
Technique 4. Relevant Scent
 Vote!
26
How effective is your scent?
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example ...
27
28
Does your experience align?
Mental / content model mapping.
A simpler retail example from a presentation on customer-ce...
29
Technique 5: Strategic Content Marketing
http://bit.ly/smartercontent
30
Does your content engage and persuade?
31
Sites focused on users’ top tasks
www.volkswagen.co.uk
www.barclaycard.co.uk
32
Technique 6. Marketing Automation
Automated Email Sequences > Targeted > Behavioural
33
How sophisticated is
your email marketing?
Customers
Welcome
email
Behavioural
Cross sell
Regular
marketing
emails
Site...
34
Your Email marketing /
Marketing Automation capabilities?
 Vote!
Stage 1. Initial
“Pray and Spray”
None
Email marketin...
35
Email 1: 45% Open
8.4% CTR
Email 2: 38% Open
3.5% CTR
Intent follow-up – click on Category
36
Increasing Conversion
Key success factors
 Create a CRO / optimisation process
 Understand multi-channel conversion
37
Technique 7. CRO
38
International CRO at ASOS.com
39
Bps = basis points 1/100th of a %
40
Technique 8. Smart Merchandising
41
Segmenting pages/product by performance
High Potential
(Problems)
Top
Performers
(Stars)
Low Potential,
Low Performance...
42
Example: product portfolio
43
Ongoing optimisation process
Source: Rich Page, Web Analytics Optimisation: An hour a day
44
Testing email offer in an abandoned
shopping cart email sequence
 1. Generic branded follow-up
email :
+10% conversion...
45
Improving Engagement
Key success factors
 Understanding the satisfaction gap
 Effective sharing through social media ...
46
Technique 9. Understanding loyalty drivers
47
Reviewing
E-loyalty at an
aggregate level:
“Net Promoter
Score”
 Vote!
48
Customer feedback tools
http://bit.ly/smartfeedback
49
Online mobile usability testing
example
http://www.youtube.com/watch?v=UWIPeUzoHdQ
50
Technique 10.
Map your
customer
lifecycle
touchpoints
and
Optimise
:Halfords case study
51
Source: Philips presenting on PlantoEngage.com
52
Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013
Feb 2012-June 2013
Collected from ...
53
The future of CXM?
54
Let’s Connect!
Questions & discussion welcome
SmartInsights.com
 Blog
www.smartinsights.com/blog
 Feeds
www.feedburne...
Your Questions
10 Key Strategies to Deliver Optimal Customer Experience
Dave Chaffey
CEO
Smart Insights
Noelle McElhatton
...
Great reasons to fill out the exit survey
1. You can give us your feedback
2. You can request your free copy of ‘The
Virtu...
Thank You
Brought to you by
10 Key Strategies to Deliver Optimal Customer
Experience
In association with
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10 Key Strategies to Deliver Optimal Customer Experience

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Research conducted by Adobe, in association with the CMO Club, indicated that while 90% of CMOs are personally responsible for the overall customer experience, they are facing significant headwinds that make Customer Experience Management (CXM) a formidable challenge. Based on the research, the No. 1 challenge facing CMOs is the ability to actually impact the customer’s overall experience.

In this webinar, Dr Dave Chaffey, bestselling author and Digital Marketing expert, will give an overview of why CXM is becoming an increasingly important focus in marketing, as well as provide you with the 10 top tips for successful CX programme implementation.

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  • Fantastic interest in CXM – good to see = CXM matters
  • Does this help?
  • Brand storytelling - Integrated immersive Parallax campaign by Google – Multichannel promotion.
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social
  • Customer Experience often starts here
  • E-mail Marketing Workshop
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social
  • Superlative: Epic, awesome, nuclear content
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social
  • Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audience


    Platforms include desktop, but also mobile and social
  • 10 Key Strategies to Deliver Optimal Customer Experience

    1. 1. Brought to you by In association with The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 20 7151 1856 Access Code: 988-350-821 10 Key Strategies to Deliver Optimal Customer Experience
    2. 2. Today’s Speakers 10 Key Strategies to Deliver Optimal Customer Experience Dave Chaffey CEO Smart Insights Noelle McElhatton Consultant Editor Marketingfinder.co.uk Martin Smith Head of Marketing Adobe
    3. 3. Interact with us 10 Key Strategies to Deliver Optimal Customer Experience Follow the conversation on twitter #HASHTAG
    4. 4. 4 Managing CXM 10 practical techniques Dr Dave Chaffey SmartInsights.com Plan, Manage and Optimize
    5. 5. 5 About Dave Chaffey About Dave Chaffey • Author of 5 bestselling marketing books now working on 5th editions • Responsive for CXM at SmartInsights.com a marketing advice site with Expert members in over 50 countries • Insights Director at agency ClickThrough Marketing
    6. 6. 6  Vote!How advanced are our digital marketing capabilities?
    7. 7. 7 What is Customer Experience Management? Source: As defined by Forrester in 2011
    8. 8. 8
    9. 9. 9 CXM is about effective customer communications “Right Touching” is: A Multi-channel Communications Strategy Customised for Individual Prospects and Customers Which… Delivers the Right Value Proposition Accompanied by the Right Message With the Right Tone At the Right Time With the Right Frequency and Interval Using the Right Media / Communications channels To achieve… The right balance of value between both parties Source: Dave Chaffey (2005, 2012): Digital Marketing Strategy: Implementation and Practice
    10. 10. 10 Key Strategies to Deliver Optimal Customer Experience Quick Poll
    11. 11. 11 Technique 1. Personas & Customer journey mapping Source: Boston Consulting Group
    12. 12. 12
    13. 13. 13 For each persona define preferences for:  Platforms (web, email, mobile)  Platform usage (hours)  Content consumption: General site types & category-specific  Social media - content creation & participation  Search behaviour  Trusted brands www.dulux.co.uk
    14. 14. 14 Technique 2: Define Brand OVP
    15. 15. 15 Developing your brand personality?  Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.  Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. Source: Tip: Develop how content enhances Personality
    16. 16. 16
    17. 17. 17 Start with a plan! Key success factors  Customer insight  Marketplace review  SMART objectives  Persona creation  Digital SWOT summary
    18. 18. 18
    19. 19. 19 Improving Reach Key success factors  Define success criteria  Select appropriate mix  Optimise most effective channels:  Search marketing  Outreach  Social media marketing
    20. 20. 20 Technique 3. Targeted lifecycle media
    21. 21. 21 Using POE media targeting to fit the customer journey: Select supplier (enquire) ‘Tracker’ Completing ‘Hunter’ Researching ‘Explorer’ Browsing Directed goal-orientedUndirected, exploratory Destination purchase (buy) Define requirements Assess supplier capabilities ‘Inspire me’ ‘What’s out there’ Source: Mike Baxter, Sales Logiq
    22. 22. 22 Tip: Use paid and natural Site links to explain and persuade
    23. 23. 23 Effectiveness (potential sales volume) Investment(resourceneeded) SEO AdWords Remarketing Facebook custom audiences AdWords Social amplification Media related PR Influencer PR Integrated engagement campaigns Blog marketing Vertical niche campaigns Sponsored Tweets Instagram Which paid, owned, earned media should we prioritise? FBX Retargeting Facebook Promoted Posts LinkedIn Promoted Posts Tip: Review Ad Display and Remarketing options
    24. 24. 24 Increasing InterACTion Key success factors  Define key customer journeys for different platforms  Use Analytics to improve effectiveness  Select content to engage audience  Manage creation and promotion of content
    25. 25. 25 Technique 4. Relevant Scent  Vote!
    26. 26. 26 How effective is your scent? WHY CHOOSE US? WHERE / HOW TO BUY? NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> Example SCENT TRAILS
    27. 27. 27
    28. 28. 28 Does your experience align? Mental / content model mapping. A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda Squires from Seren Customer persona toolkit: http://bit.ly/smartpersonas
    29. 29. 29 Technique 5: Strategic Content Marketing http://bit.ly/smartercontent
    30. 30. 30 Does your content engage and persuade?
    31. 31. 31 Sites focused on users’ top tasks www.volkswagen.co.uk www.barclaycard.co.uk
    32. 32. 32 Technique 6. Marketing Automation Automated Email Sequences > Targeted > Behavioural
    33. 33. 33 How sophisticated is your email marketing? Customers Welcome email Behavioural Cross sell Regular marketing emails Site segmented Activity flagging RFM Predictive Lapsed / Churn By product Site down apology Birthday / Xmas Emails Repeat abandoner Future Release alert Back in stock alert Lapsed Activity Non cross sell Not returned in 14 days Not re-purchased in 14 days Process abandonment X-sell programme By product Newsletter Not transacted By content group visited Content triggers Entry level 5 - 8 triggers Medium level 17 – 30 triggers Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Site Activity programFull marketing email program Customer service emails Source:
    34. 34. 34 Your Email marketing / Marketing Automation capabilities?  Vote! Stage 1. Initial “Pray and Spray” None Email marketing maturity stage A. Goal-setting and evaluation B. Contact strategy and policy C. Segmentation, Targeting & Personalisation D. Marketing integration E. Test and Learn None: Enewsletter / Solus emails 0 Segments Email marketing independent Limited Stage 2. Managed Limited relevance List growth Segmented response Basic contact strategy and rules 2-6 segments Basic contact strategy Direct mail and/or phone integration Subject line Offer testing Stage 3. Defined Segmented relevance Marketing outcomes “Beyond the click” Basic lifecycle communications Simple event-triggered Welcome reactivate ESP, web analytics & social media integration Template layouts Stage 4. Quantitative Contextual relevance Subscriber engagement Individualised contact strategy Recency, Frequency, Value Auto-triggers based on web behaviour Individual / segment testing Stage 5. Optimizing Optimized relevance Integrated web and multichannel Integrated online & offline contacts Multi-layered Dynamic content insertion Right-chanelling based on value & preference Real-time and multivariate
    35. 35. 35 Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
    36. 36. 36 Increasing Conversion Key success factors  Create a CRO / optimisation process  Understand multi-channel conversion
    37. 37. 37 Technique 7. CRO
    38. 38. 38 International CRO at ASOS.com
    39. 39. 39 Bps = basis points 1/100th of a %
    40. 40. 40 Technique 8. Smart Merchandising
    41. 41. 41 Segmenting pages/product by performance High Potential (Problems) Top Performers (Stars) Low Potential, Low Performance (Dogs) Consistent Performers (Cash Cows) Conversion rate Or conversion rate variance (add to basket) compared to average Pageorproductpopularity(views) orpageviewvariance(comparedtoaverage)
    42. 42. 42 Example: product portfolio
    43. 43. 43 Ongoing optimisation process Source: Rich Page, Web Analytics Optimisation: An hour a day
    44. 44. 44 Testing email offer in an abandoned shopping cart email sequence  1. Generic branded follow-up email : +10% conversion rate.  2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.  3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Source: Smart Insights case study
    45. 45. 45 Improving Engagement Key success factors  Understanding the satisfaction gap  Effective sharing through social media marketing  Effective and efficient email marketing
    46. 46. 46 Technique 9. Understanding loyalty drivers
    47. 47. 47 Reviewing E-loyalty at an aggregate level: “Net Promoter Score”  Vote!
    48. 48. 48 Customer feedback tools http://bit.ly/smartfeedback
    49. 49. 49 Online mobile usability testing example http://www.youtube.com/watch?v=UWIPeUzoHdQ
    50. 50. 50 Technique 10. Map your customer lifecycle touchpoints and Optimise :Halfords case study
    51. 51. 51 Source: Philips presenting on PlantoEngage.com
    52. 52. 52 Location: Published / Surveyed: Sample: Source: Original source: Worldwide July 2013 Feb 2012-June 2013 Collected from 250 million email opens Litmus % Email Opens across desktop and mobile Litmus blog
    53. 53. 53 The future of CXM?
    54. 54. 54 Let’s Connect! Questions & discussion welcome SmartInsights.com  Blog www.smartinsights.com/blog  Feeds www.feedburner.com/smartinsi ghts  Email Newsletter www.smartinsights.com uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey ww.twitter.com/DaveChaffey https://plus.google.com/u/0/10625135037962 2013691
    55. 55. Your Questions 10 Key Strategies to Deliver Optimal Customer Experience Dave Chaffey CEO Smart Insights Noelle McElhatton Consultant Editor Marketingfinder.co.uk Martin Smith Head of Marketing Adobe
    56. 56. Great reasons to fill out the exit survey 1. You can give us your feedback 2. You can request your free copy of ‘The Virtual Presenters Handbook
    57. 57. Thank You Brought to you by 10 Key Strategies to Deliver Optimal Customer Experience In association with

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