SlideShare a Scribd company logo
Neil Henry
Planning Your Digital Strategy
Digital is now a LIFESTYLE
not a technology
Customers are changing BEHAVIOUR
faster than companies can evolve
Dealing with digitally empowered consumers requires firms
to reshape themselves around the CUSTOMER JOURNEY
1.0
Product / Service Store
2.0 3.0
Channel Customer
4.0
Firms who were born
during the ‘age of
manufacturing’ have
business models,
processes and
technology that are
organised around their
product / service
Firms who were born
during the ‘age of
distribution’ have
business models,
processes and
technology that are
organised around their
store front / branch
Firms who were born
during the ‘age of
Internet’ have business
models, processes and
technology that are
organised around the use
of multiple mashups of
web based channels
Firms who need to be
successful in today’s ‘age of
the empowered customer’
need to re-imagine their
business model, processes
and technology, re-shaping
them around their
customers journey
Customers expect businesses
to support their DIGITAL WORLD
THE
RELEVANCE OF
FACEBOOK
THEY
EXPECT
THE
IMMEDIACY
OF TWITTER
THE
INTELLIGENCE
OF AMAZON
THE
EXPERIENCE OF
UBER
THE
SIMPLICITY OF
APPLE
THE
CONTENT OF
YOUTUBE
They live a digital life measured by
NEW BENCHMARKS
THE
OMNIPRESENCE
OF GOOGLE
Companies are re-imagining how they
need to adapt to their customer’s
DIGITAL LIFESTYLE
The customer is INFORMED…
Consumers today know
what they want, where
to go and how to get it.
They trust certain
companies and like
simplicity to take action.
The customer is EMPOWERED…
With so many online
options, consumers have
total control at every stage
of the customer journey.
They can choose when and
how they want to connect
and possibly buy from you.
The customer is ASSERTIVE…
Customer experiences
should be designed to give
people the information they
want in the ways they want
to digest it… digitally.
What is the users intent at
every point in their journey,
to connect or buy?
“By gaining far greater exposure to potential customers...
Connecting with consumers anywhere, anytime”
ISYOUR DIGITAL STRATEGY DELIVERING?
“By taking the opportunity to level the playing field with
bigger players...And generate greater conversion rates”
ISYOUR DIGITAL STRATEGY DELIVERING?
“By reducing the cost of wasteful marketing... Save money
with a measurable strategy that attracts genuine customers”
ISYOUR DIGITAL STRATEGY DELIVERING?
“By uncovering real-time customer insights to better engage and
serve people... Be professional, responsive, genuine”
ISYOUR DIGITAL STRATEGY DELIVERING?
“By providing native experiences people want... Be non-intrusive,
build rapport and gain trust in an age of consumer choice”
ISYOUR DIGITAL STRATEGY DELIVERING?
Creating exceptional customer experiences requires
DIGITAL MATURITY
Level 1 Level 2 Level 3 Level 4 Level 5
Heroic efforts
in service
Best in class
delivery
Customer
Focused
Experience
driven
Scalable
at speed
The initial stages are worthy endeavours
BUT RETURNS BEGINTO TAPER OFF
“A disconnected digital strategy and tactics will not
build brand awareness or generate leads…
Projects that are overtly focused on insular
perspective require constant digital channel
refresh.They think little of end user experiences…
No real uplift in customer focus or digital channel
prioritisation misses the opportunity to make lives
easier, helping people to connect and then act…
Business loses potential customers by not targeting
the right people with the right message. In short
customer experience is severely fragmented.”
Level 1 Level 2
Heroic efforts
in service
Best in class
delivery
Establish a digital transformation agenda
CENTERED AROUNDTHE CUSTOMER
value
Customer
Experience
Digital
Strategy
Customer
Experience
Digital
Strategy
value
Ensure key decision makers understand and embrace
A CUSTOMER CENTRIC DIGITAL STRATEGY
CMO, CIO agenda:
“Show up where the customer
is likely to be”
“Create seamless & amazing
experiences along the
customer journey”
“Drive online customer
acquisition without selling”
“Enhance digital cross sell ”
“Develop deep insight into
customer behaviour”
COO, CFO agenda:
“Drive digital adoption
across customer base”
“Deploy new ways of
collaborating between IT,
marketing and sales”
“Digitise ‘channel to
fulfilment’ through A/B
testing of campaigns”
“Integrate the digital
marketing mix across the
entire business”
Your Digital Marketing Strategy
END-TO-END DIGITAL TRANSFORMATION
Customer
Interaction
Insight Integration
Strategy Design
Technology
Insight Integration
Strategy Design
Technology
Defining digital
channels,
strategies &
approaches
Designing
exceptional,
customer
experiences
Helping clients
evolve to deploy
faster, more
iteratively
Your Digital Marketing Strategy
DIFFERENTIATE, MEASURE & OPTIMISE
Deploying tactics
that can be
measured &
optimised
Customer
Interaction
stakeholder
interviews
digital
inventory audit
customer
segment &
persona profiling
mapping the customer
journey
apply service and
interaction design
information
architecture
design A/B
campaign models Layout visual
design elements
beta launch
campaign
usability testing
and alpha launch
customer validation, learn,
tweak, implement
customer journey
optimisation
MappingYour Customer Journey
MULTI-CHANNEL & REVENUE CENTRIC
Neil Henry
DIGITAL STRATEGIST
Consulted for:
Accredited by:
Contact:
Email neil@positivesparks.co.uk
Call (UK) 0330 111 2570
LinkedIn
Twitter

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Planning Your Digital Strategy Around The Customer Journey

  • 1. Neil Henry Planning Your Digital Strategy
  • 2. Digital is now a LIFESTYLE not a technology
  • 3. Customers are changing BEHAVIOUR faster than companies can evolve
  • 4. Dealing with digitally empowered consumers requires firms to reshape themselves around the CUSTOMER JOURNEY 1.0 Product / Service Store 2.0 3.0 Channel Customer 4.0 Firms who were born during the ‘age of manufacturing’ have business models, processes and technology that are organised around their product / service Firms who were born during the ‘age of distribution’ have business models, processes and technology that are organised around their store front / branch Firms who were born during the ‘age of Internet’ have business models, processes and technology that are organised around the use of multiple mashups of web based channels Firms who need to be successful in today’s ‘age of the empowered customer’ need to re-imagine their business model, processes and technology, re-shaping them around their customers journey
  • 5. Customers expect businesses to support their DIGITAL WORLD
  • 6. THE RELEVANCE OF FACEBOOK THEY EXPECT THE IMMEDIACY OF TWITTER THE INTELLIGENCE OF AMAZON THE EXPERIENCE OF UBER THE SIMPLICITY OF APPLE THE CONTENT OF YOUTUBE They live a digital life measured by NEW BENCHMARKS THE OMNIPRESENCE OF GOOGLE
  • 7. Companies are re-imagining how they need to adapt to their customer’s DIGITAL LIFESTYLE
  • 8. The customer is INFORMED… Consumers today know what they want, where to go and how to get it. They trust certain companies and like simplicity to take action.
  • 9. The customer is EMPOWERED… With so many online options, consumers have total control at every stage of the customer journey. They can choose when and how they want to connect and possibly buy from you.
  • 10. The customer is ASSERTIVE… Customer experiences should be designed to give people the information they want in the ways they want to digest it… digitally. What is the users intent at every point in their journey, to connect or buy?
  • 11. “By gaining far greater exposure to potential customers... Connecting with consumers anywhere, anytime” ISYOUR DIGITAL STRATEGY DELIVERING?
  • 12. “By taking the opportunity to level the playing field with bigger players...And generate greater conversion rates” ISYOUR DIGITAL STRATEGY DELIVERING?
  • 13. “By reducing the cost of wasteful marketing... Save money with a measurable strategy that attracts genuine customers” ISYOUR DIGITAL STRATEGY DELIVERING?
  • 14. “By uncovering real-time customer insights to better engage and serve people... Be professional, responsive, genuine” ISYOUR DIGITAL STRATEGY DELIVERING?
  • 15. “By providing native experiences people want... Be non-intrusive, build rapport and gain trust in an age of consumer choice” ISYOUR DIGITAL STRATEGY DELIVERING?
  • 16. Creating exceptional customer experiences requires DIGITAL MATURITY Level 1 Level 2 Level 3 Level 4 Level 5 Heroic efforts in service Best in class delivery Customer Focused Experience driven Scalable at speed
  • 17. The initial stages are worthy endeavours BUT RETURNS BEGINTO TAPER OFF “A disconnected digital strategy and tactics will not build brand awareness or generate leads… Projects that are overtly focused on insular perspective require constant digital channel refresh.They think little of end user experiences… No real uplift in customer focus or digital channel prioritisation misses the opportunity to make lives easier, helping people to connect and then act… Business loses potential customers by not targeting the right people with the right message. In short customer experience is severely fragmented.” Level 1 Level 2 Heroic efforts in service Best in class delivery
  • 18. Establish a digital transformation agenda CENTERED AROUNDTHE CUSTOMER value Customer Experience Digital Strategy
  • 19. Customer Experience Digital Strategy value Ensure key decision makers understand and embrace A CUSTOMER CENTRIC DIGITAL STRATEGY CMO, CIO agenda: “Show up where the customer is likely to be” “Create seamless & amazing experiences along the customer journey” “Drive online customer acquisition without selling” “Enhance digital cross sell ” “Develop deep insight into customer behaviour” COO, CFO agenda: “Drive digital adoption across customer base” “Deploy new ways of collaborating between IT, marketing and sales” “Digitise ‘channel to fulfilment’ through A/B testing of campaigns” “Integrate the digital marketing mix across the entire business”
  • 20. Your Digital Marketing Strategy END-TO-END DIGITAL TRANSFORMATION Customer Interaction Insight Integration Strategy Design Technology
  • 21. Insight Integration Strategy Design Technology Defining digital channels, strategies & approaches Designing exceptional, customer experiences Helping clients evolve to deploy faster, more iteratively Your Digital Marketing Strategy DIFFERENTIATE, MEASURE & OPTIMISE Deploying tactics that can be measured & optimised Customer Interaction
  • 22. stakeholder interviews digital inventory audit customer segment & persona profiling mapping the customer journey apply service and interaction design information architecture design A/B campaign models Layout visual design elements beta launch campaign usability testing and alpha launch customer validation, learn, tweak, implement customer journey optimisation MappingYour Customer Journey MULTI-CHANNEL & REVENUE CENTRIC
  • 23. Neil Henry DIGITAL STRATEGIST Consulted for: Accredited by: Contact: Email neil@positivesparks.co.uk Call (UK) 0330 111 2570 LinkedIn Twitter