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Managing	
  the	
  move	
  to	
  
Omnichannel	
  for	
  marke3ng	
  
execu3ves	
  
	
  
Michael	
  Leander	
  	
  
>	
  www.michaelleander.me	
  	
  
>	
  @michaelleander	
  
>	
  michael@leander.me	
  	
  	
  
	
  
These	
  words	
  were	
  presented	
  by	
  
Michael	
  Leander	
  at	
  an	
  execu;ve	
  
breakfast	
  at	
  beau;ful	
  Pestana	
  Palace	
  
Hotel	
  in	
  Lisbon,	
  Portugal.	
  
	
  
The	
  breakfast	
  was	
  organized	
  by	
  
Mediapost	
  Portugal	
  and	
  aDended	
  by	
  
CEO’s	
  and	
  VP-­‐level	
  professionals	
  from	
  
top	
  Portuguese	
  brands	
  
Mission	
  isn’t	
  to	
  	
  
embrace	
  Omni	
  channel	
  at	
  all	
  cost,	
  
but	
  to	
  enforce	
  a	
  greater	
  emphasis	
  on	
  
customer	
  centricity	
  –	
  and	
  –	
  	
  
find	
  ways	
  to	
  op;mize	
  marke;ng	
  spend	
  
Omnichannel	
  =	
  	
  
Delivering	
  a	
  truly	
  seamless	
  
experience	
  across	
  touch	
  
points,	
  channels	
  and	
  
devices	
  
 
OMNIPRESENCE	
  
MULTI-­‐CHANNEL	
  
be	
  where	
  your	
  profitable	
  
customers	
  and	
  likely	
  to	
  
become	
  profitable	
  
prospects	
  are	
  
What	
  is	
  the	
  simple	
  solu3on?	
  
Market	
  share	
  or	
  something	
  else?	
  
Share	
  of	
  
Heart	
  	
  	
  
What	
  wins	
  	
  
them	
  over?	
  
Share	
  
of	
  
Wallet	
  	
  
Share	
  of	
  
Influence	
  
Own	
  The	
  
Experience	
  
from	
  A	
  to	
  Z	
  
THE	
  
CUSTOMER	
  
Experience	
  
OMNICHANNEL	
  
RELEVANCE	
   EMPOWERMENT	
  
Innova;on	
  
reflec;ng	
  the	
  
;mes	
  we	
  are	
  
living	
  in	
  
The	
  
balancing	
  
act	
  
Give	
  everybody	
  all	
  they	
  want	
  or	
  	
  
give	
  the	
  ones	
  that	
  maDer	
  all	
  they	
  want	
  
or	
  
give	
  the	
  ones	
  that	
  maDer	
  what	
  is	
  
possible	
  and	
  reasonable	
  	
  
	
  
The	
  value	
  of	
  the	
  
(customer)	
  
experience	
  is	
  more	
  
important	
  
than	
  the	
  channel	
  mix	
  
Personalize	
  and/or	
  customize	
  
the	
  experience	
  push/pull	
  
The	
  right	
  message	
  
to	
  the	
  right	
  person	
  
at	
  the	
  right	
  3me	
  
using	
  the	
  most	
  effec3ve	
  channel	
  
Quick	
  win	
  in	
  Portugal:	
  
Email	
  marke3ng	
  and	
  then	
  
expand	
  to	
  marke3ng	
  
automa3on	
  
Master	
  personalizaNon	
  and	
  right	
  
message	
  to	
  right	
  person	
  
A	
  few	
  examples	
  
Customer	
  
Engagement	
  
1:1	
  personalisa;on	
  
Offers	
  and	
  campaigns	
  –
personalisa;on	
  
Various	
  methods	
  to	
  ease	
  
booking	
  –	
  new	
  op;mized	
  
booking	
  engine	
  
Personalised	
  offers	
  based	
  
on	
  past	
  travel	
  and	
  
booking	
  history	
  etc.	
  Real	
  
;me	
  pricing	
  
Various	
  personalised	
  
offers	
  mainly	
  aDemp;ng	
  
to	
  upsell	
  to	
  passengers	
  
depending	
  on	
  P-­‐type	
  
Integra;on	
  with	
  ECM	
  and	
  
Campaign	
  automa;on	
  for	
  
personalized	
  email	
  
conversa;ons	
  
Adver3sing	
  on	
  	
  
Facebook	
  based	
  on	
  
behavior	
  on	
  
hotels.com	
  
Great	
  email	
  engagement,	
  but	
  ..	
  
Same	
  email	
  address,	
  two	
  	
  
different	
  senders	
  –	
  received	
  at	
  the	
  
same	
  Nme	
  
….	
  And	
  should	
  we	
  menNon	
  that	
  hotels.com	
  perceives	
  	
  
their	
  customers	
  to	
  be	
  fools	
  !	
  	
  	
  
A	
  few	
  pointers	
  on	
  what	
  
your	
  next	
  steps	
  could	
  be	
  
Unsilo	
  your	
  customer	
  data	
  
Silos	
  	
  
Make	
  
You	
   Suck	
  
Move	
  from	
  sender	
  to	
  	
  
	
  recipient	
  control	
  
Understand	
  buyer	
  journey	
  
	
  
Track,	
  log	
  and	
  use	
  behavior	
  proac;vely	
  
	
  
Bring	
  transac3onal	
  (€	
  data)	
  into	
  play	
  
	
  
Master	
  one	
  channel	
  at	
  a	
  ;me	
  
	
  
Be	
  open	
  to	
  all	
  channels,	
  ROMI	
  should	
  be	
  a	
  
decisive	
  factor,	
  not	
  channel-­‐fashion	
  
Get	
  in	
  touch	
  if	
  
you	
  want	
  more	
  
informaNon	
  
Michael@leander.me	
  

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Managing the road to omnichannel for top marketing executives

  • 1. Managing  the  move  to   Omnichannel  for  marke3ng   execu3ves     Michael  Leander     >  www.michaelleander.me     >  @michaelleander   >  michael@leander.me        
  • 2. These  words  were  presented  by   Michael  Leander  at  an  execu;ve   breakfast  at  beau;ful  Pestana  Palace   Hotel  in  Lisbon,  Portugal.     The  breakfast  was  organized  by   Mediapost  Portugal  and  aDended  by   CEO’s  and  VP-­‐level  professionals  from   top  Portuguese  brands  
  • 3.
  • 4. Mission  isn’t  to     embrace  Omni  channel  at  all  cost,   but  to  enforce  a  greater  emphasis  on   customer  centricity  –  and  –     find  ways  to  op;mize  marke;ng  spend  
  • 5.
  • 6. Omnichannel  =     Delivering  a  truly  seamless   experience  across  touch   points,  channels  and   devices  
  • 7.   OMNIPRESENCE   MULTI-­‐CHANNEL   be  where  your  profitable   customers  and  likely  to   become  profitable   prospects  are  
  • 8. What  is  the  simple  solu3on?  
  • 9. Market  share  or  something  else?  
  • 10. Share  of   Heart       What  wins     them  over?  
  • 13.
  • 14.
  • 15. Own  The   Experience   from  A  to  Z  
  • 16. THE   CUSTOMER   Experience   OMNICHANNEL   RELEVANCE   EMPOWERMENT   Innova;on   reflec;ng  the   ;mes  we  are   living  in  
  • 18. Give  everybody  all  they  want  or     give  the  ones  that  maDer  all  they  want   or   give  the  ones  that  maDer  what  is   possible  and  reasonable      
  • 19. The  value  of  the   (customer)   experience  is  more   important   than  the  channel  mix  
  • 20. Personalize  and/or  customize   the  experience  push/pull  
  • 21. The  right  message   to  the  right  person   at  the  right  3me   using  the  most  effec3ve  channel  
  • 22. Quick  win  in  Portugal:   Email  marke3ng  and  then   expand  to  marke3ng   automa3on   Master  personalizaNon  and  right   message  to  right  person  
  • 24. Customer   Engagement   1:1  personalisa;on   Offers  and  campaigns  – personalisa;on   Various  methods  to  ease   booking  –  new  op;mized   booking  engine   Personalised  offers  based   on  past  travel  and   booking  history  etc.  Real   ;me  pricing   Various  personalised   offers  mainly  aDemp;ng   to  upsell  to  passengers   depending  on  P-­‐type   Integra;on  with  ECM  and   Campaign  automa;on  for   personalized  email   conversa;ons  
  • 25. Adver3sing  on     Facebook  based  on   behavior  on   hotels.com  
  • 27. Same  email  address,  two     different  senders  –  received  at  the   same  Nme   ….  And  should  we  menNon  that  hotels.com  perceives     their  customers  to  be  fools  !      
  • 28. A  few  pointers  on  what   your  next  steps  could  be  
  • 29. Unsilo  your  customer  data   Silos     Make   You   Suck  
  • 30. Move  from  sender  to      recipient  control  
  • 31. Understand  buyer  journey     Track,  log  and  use  behavior  proac;vely     Bring  transac3onal  (€  data)  into  play     Master  one  channel  at  a  ;me     Be  open  to  all  channels,  ROMI  should  be  a   decisive  factor,  not  channel-­‐fashion  
  • 32. Get  in  touch  if   you  want  more   informaNon   Michael@leander.me