Superfast Business - Winning and Keeping Customers Online

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Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge.

The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria.

Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information.

w: www.superfastbusiness.co.uk
e: info@superfastbusiness.co.uk
t: 0845 603 8593

Published in: Business, Technology
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Superfast Business - Winning and Keeping Customers Online

  1. 1. TROWBRIDGE ANIMATION EVENT 12th September 2013 Chris Lyons, Partnership Manager
  2. 2. Roll Out • The Government ambition is to have the best Superfast Broadband Network in Europe by 2016. • By 2014 two thirds of UK premises (residential and business) will have access to superfast broadband • Improved broadband (>2mbitsps) to every business and community across Wiltshire by 2016 • Faster broadband (>20mbitsps) to at least 90% of the area by 2016
  3. 3. What is superfast business? •Superfast Business is a European Funded programme of fully funded business support for SMEs •Delivered by Business West, working with Wiltshire Unitary Council
  4. 4. • Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies. • Benefits for businesses can include:  Competitive advantage  Increased productivity  Access to new markets  Remote working  Opportunity for innovation  Efficiency and timesaving • Eligibility criteria apply to businesses accessing the service Superfast Business Support
  5. 5. The Connectivity “Revolution” http://www.youtube.com/watch?v=G7KZR9NwKQQ
  6. 6. Support Available – 12 hours of support
  7. 7. Potential Key Service Themes and sub-themes Module # 1 Social Media. Helping businesses use social media to improve their digital marketing and access new markets Module # 2 Security Disaster Recovery and Business Continuity. Helping businesses manage through ICT crisis Module # 3 E Commerce Moving from as traditional business model to on line trading . Helping businesses find new channels to market Module # 4 Software as a Service: Accessing Business application software services from the web Module # 5 ICT Procurement: Helping clients make good choices in the procurement of ICT equipment Module # 6 Remote and collaborative working. Helping clients work together or with their customers effectively from separate locations Module # 7 Using SFBB to help you access Public sector tenders and other tendering opportunities. Module # 8 Tablets, Notepads and iPads. Using tablet technology in the workplace Module # 9 Effective web sites. Make your web site work harder Module # 10 Internationalising your web site. Module # 11 Develop your ICT Strategy. Module #12 Developing your ICT network to take advantage of Superfast Broadband
  8. 8. Welcome Kate Doodson Cosmic @cosmickated
  9. 9. Top 10 tips to win and keep customers online
  10. 10. Boston Consulting report Oct 2012
  11. 11. Business is Changing UK ?
  12. 12. Business with no change? 2012 Physical CDs - ½ million Downloads –183m
  13. 13. Businesses that have adapted 6% of UK Sales £2.6 billion 33% of UK Sales £2 billion – digital 17% - book revenues onlineFinancial Times subscriptions : 316k digital vs 286k print
  14. 14. 1. Optimise for reach Find customers you don’t already know
  15. 15. Organic is still the number 1 driver of traffic to websites in 2012
  16. 16. How search works
  17. 17. Search Engine Optimation Get the basics right 1.Optimise for onsite phrases – 2-3 keyword phrases per page – Content, titles. Paragraph titles – Page titles – Footers – Images 2.Get strong and relevant links back to your site 3.Update your site regularly
  18. 18. • SEO basics video
  19. 19. Content is King • 47% of site visits from organic source • High levels of content • 300,000 pages on our website that are indexed by Google • Broad phrase approach
  20. 20. SEO next steps…. – Create enough content for products and services ‘deep dive’ content Create new content – that resolves customers issues • How do I choose the right wind turbine • How do I organise a …. • What’s the best … • How do I repair – That meets with needs earlier in their buying journey • What’s the best…. • What’s a ….. • How do I…. – That makes you an expert • Create authority content and tag yourself as the author
  21. 21. 2. Think mobile How does mobile fit in with customer acquisition?
  22. 22. Gaining the mobile customer http://www.youtube.com/watch?v=GRiwUCXPo8U
  23. 23. Mobile marketing • We can check in… • Facebook – Check-in to your business – Appears in friend’s feeds • And advertise alongside check- in – Voucher discounts and deals • Foursquare – Check-in – Vouchers and deals
  24. 24. • http://www.wikitude.com/tour/wikitude-world-browser Use your camera as a browser….
  25. 25. Engaging customers through Augmented Reality: L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase Engaging customers through Augmented Reality: L’Occitane, beauty manufacturer have embraced Augmented reality, using it within their printed brochures and in store for additional experiences and instant purchase
  26. 26. Retaining customers through Augmented Reality: Mitsubushi have used AR to create support for installers replacing and repairing air conditioning units Retaining customers through Augmented Reality: Mitsubushi have used AR to create support for installers replacing and repairing air conditioning units http://www.youtube.com/watch?v=iz4ykMn3UR4
  27. 27. Aurasma http://blippar.com Create your own…and … tap-to-buy
  28. 28. Mobile sales And we can receive payments from cards…. 2.75% per swipe for Visa, American Express, MasterCard and Discover. No contracts, monthly fees or merchant accounts. Funds are deposited into bank account the next day.
  29. 29. • Your presence in databases in even more important – Wikipedia, TripAdvisor, review sites. • Make sure your website works well on a range of mobile devices • Check you can accept payments - sales • Review your check-in options • Create augmented reality applications, mobile promotions, vouchers, deals Think mobile.. Is your business mobile friendly?r
  30. 30. 3. The power of e-news Do you keep your current clients up to date?
  31. 31. E-newsletter conversion rates 100,000,000 web visitors to e-commerce sites* Conversion Rate E-news 3.9% Google 2.4% Facebook 1.5% *optify Sept 2012
  32. 32. E-newsletters • Currently - 50,000 subscribers • Has taken 5yrs to build • Segmented – Equine – Shooting – Farming
  33. 33. E-news is measurable • 168,000 email subscribers • Biweekly • Current open rate ± 28% • ROI on each email activity is ± £10,000 for products in the email
  34. 34. Gather customers emails religiously • 3-4 stories • Keep it simple • Keep it visual Always link back to website Builds loyalty and advocacy Creates 7 touch points for new sales
  35. 35. E-newsletters • Segment for different audiences • Measure each e-newsletter and review success • Keep the content simple • Always link back to website • Measure journey on website from click (Analytics)
  36. 36. 4. Don't ignore social media For winning and keeping customers
  37. 37. Use social media for sales • Listening for social cues – Listening for your brand and reputation • Listen to hashtags for mention of needs # • Check social media search terms – Check out your reputation • Check SERPs of your phrases • Check review sites • Ready crisis management plan
  38. 38. Hashtag ideas
  39. 39. Adapted from ‘Media Cloverleaf’ by Richard ‘Content first’ strategy ‘Tradigital’ E-news Forums Digital magazines Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Website Responsive design Mobile enabled Owned Content Video, blogs, photos
  40. 40. Use social media for sales • Broadcasting your messages • Broadcast your brand and reputation • Let people know what you are doing • Engage in consumers conversations • Become interested and interesting • Link back to your website
  41. 41. • What content? • Video – for sales and marketing • Product descriptions, visualisations • Expert analysis, talks • Case studies, testimonials Becoming significant in Search Results Pre sales – research Post sales - support Content first strategy
  42. 42. Customer support Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides. Creating video content for customer retention: Sony Xperia have created a YouTube channel of all their support and advice guides.
  43. 43. Social media customer support ASOS customer support channel
  44. 44. Don’t ignore social media • Use listening tools for sales opportunities and reputation management • Broadcast, but link back to your website & measure your success • Create a ‘content first’ strategy. Create content and use many times • Look at video as an engagement tool • Use it for customer support too – set up separate channels if needed
  45. 45. 5. From CRM to CXM How can CRM help your business?
  46. 46. Customer Relationship Management should be core to your business. ‘It’s not just about the product anymore. Customers shape their attitudes and behaviours toward companies based on the totality of their experiences with a brand, including support and other interactions they have.’ Customer Relationship Management should be core to your business. ‘It’s not just about the product anymore. Customers shape their attitudes and behaviours toward companies based on the totality of their experiences with a brand, including support and other interactions they have.’ http://www.youtube.com/watch?v=TXWn_4lumkw
  47. 47. • Business benefits of CRM – Management decision making is nimble and well informed supported by real-time reporting across all business teams. –  Staff manage their time more effectively. CRM prompts users to follow up on activities and sends automated alerts when important actions occur. –  The value of each customer relationship is understood so service resources can be prioritised to protect the most profitable accounts. – Workflow automation replaces repetitive manual processes to cut admin work and eliminate duplication so teams can focus on profitable activity. –  Customer churn is minimal. Users have access to all the relationship detail they need to engage with clients and deal with service requests efficiently. –  Users can instantly check customer order histories to assess buying patterns and identify new sales opportunities. –  Mobile and remote staff work productively with reliable access to all the customer and activity information they need via their mobile device. –  Sales cycles are reduced and win rates improved as teams have clear visibility of which prospects are most likely to close.
  48. 48. • A CRM can connect every area of business that touches the customer – – Marketing – Sales – After sales support • And areas which the customer may not see – Finance – Accounting integration CRM moves the company from a product centric focus to a customer driven focus.  Why use a CRM?
  49. 49. Inputs from many sources
  50. 50. CRM Journey Outputs Customer Data Analytics Project Management Reporting
  51. 51. Customer relationship management systems
  52. 52. Designing a CRM system • Paper exercise – Outputs – what do you want out of the system, reports, processes, integration – Inputs - customer touchpoints – when, what media, what content, who inputs • Think about policies for data cleansing, removal and exporting • Intelligence check – any thing else?
  53. 53. Map your CRM to your customer journey
  54. 54. 6, 7 & 8 Always be available for your customers Unified comms, online chat and video call in style
  55. 55. Web chat on your website? • 20% increase in conversion • Engaged customers typically have 35% higher order values • customer service reduces issue-handling costs by 25% http://www.liveperson.com/liveengage#stha sh.YGvaDdz5.dpuf Live engage 2013*
  56. 56. Video conferencing Currently biggest battleground… •Google Hangouts - (email contacts are synced with hangouts) & •Skype/ Microsoft Lync instant message, collaboration •Unified Communications Massive strides forward with superfast broadband
  57. 57. Unified Communications - The business case • Reduce travel and training costs by 30 % • Reduce property and facility costs by 40 % • Reduce telephony and audio conferencing charges by 40% • Reduce cost of voicemail by 60 % • Reduce IT infrastructure and administration by 50% *Microsoft research 2012
  58. 58. 9. Learn more about your customers How well do we know our customers?
  59. 59. •We are creating 2.5 billlion GB of data every day •In the last 2 years we have created 90% of the data on the planet
  60. 60. Small businesses? Customer data + production data + competitor prices + supply prices +market predictions+ weather forecast + geo location + email correspondence = Big data
  61. 61. Customer intelligence • Analysing customer behaviour • Web statistics • Social media mentions, engagement • Email traffic • Telephone conversation logging • Knowledge base usage • Web searches • Social media cues sentiment analysis • Feedback
  62. 62. Understanding analytics 1. Who are your visitors 2. How do they get to your site 3. What do they do once they are there
  63. 63. How much Klout do you have?
  64. 64. Sprout social
  65. 65. 10. Predict your customer's future
  66. 66. Predictive Analytics • Why is data now so important? • Because it can predict behaviours • Tesco– can predict the exact day customers will return and the amount they will spend within £10 for around 20% of their customers • issues100m personalised coupons at checkout. PA has increased redemption rates x 4 times. • Mobile phone company – have successfully predicted mobile subscribers that are 10x more likely than average to cancel • HP – PA models generate ‘flight risk’ score for all employees. Estimates $300m savings
  67. 67. LA Police Review 13 million past crimes to predict current behavior
  68. 68. Gain customer insights • Look at what data you store, Analytics, Social, e-news, • Review your Klout (or Peer review) score against your competitors • Look at where your business could gain more data • Think about Predictive Analytics
  69. 69. New ways to win and keep customers
  70. 70. • www.superfastbusiness.co.uk • twitter @superfastbiz • Facebook www.facebook.com/superfastbiz • join our LinkedIn group 'Superfast Business SW' • info@superfastbusiness.co.uk • 0845 603 8593 Find out more
  71. 71. Questions?

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