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Digital for Customer Engagement - Biju Bhaskar

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Digital for Customer Engagement - Biju Bhaskar

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Digital for Customer Engagement - Biju Bhaskar

  1. 1. DIGITAL FOR CUSTOMER ENGAGEMENT All views expressed here are my own and do not reflect my employer's views in any way 1
  2. 2. The web has become the primary channel for conducting businesses and even managing our own lives 2
  3. 3. The web has also evolved to include important new channels like mobile and social, and interactive and on-the-go online experiences 3
  4. 4. This has created customers who have choices than ever before 4 New Age Customers.. • Have more choices • Have more Influence • Have greater control over their relationships with brands
  5. 5. This new environment poses many challenges for businesses when it comes to engaging and connecting with their customers 5
  6. 6. Delivering engaging customer experiences will drive sales and long term loyalty 6
  7. 7. So, what are the characteristics of a truly engaging digital customer experience? 7 (1) Personalization (3) Mobile (2) Social (4) Multi channel
  8. 8. 8 (1) Personalization
  9. 9. 77% of customers have made additional online purchases based on personalization recommendations 9 77%
  10. 10. Delivering a one-size-fits-all digital customer experience is no longer acceptable or particularly effective 10
  11. 11. Companies should develop personalization approaches based on requirements and data availability 11
  12. 12. 12 (2) Social
  13. 13. 40% of customers factor in facebook recommendations when making purchasing decisions 13 40%
  14. 14. Visitors expect to participate and contribute on your web presence and to also share aspects of that experience with their social networks Though user-generated content like comments, reviews or ratings, the engaging digital customer experience now requires plenty of opportunities for social interaction 14
  15. 15. Social media enables targeted marketing responses at individual touch points along the consumer decision journey SOURCE: McKinsey Quarterly 15
  16. 16. 16 (3) Mobile
  17. 17. 77% of customers have used mobile phones to research product and services 17 77%
  18. 18. The ubiquity of mobile devices means that an engaging digital customer experience is also an increasingly mobile experience SOURCE: NBC News 18
  19. 19. This requires mobile enablement of the web presence.. 19 Ideally reusing… Existing web content and sites, reformatted and optimized for delivery to thousands of different mobile phones and tablets for anytime, anywhere engagement
  20. 20. 20 (4) Multi channel
  21. 21. 78% of customers use two or more channels during their purchase process 21 78%
  22. 22. The engaging digital customer experience is a connected and consistent experience across channels Over the course of their relationship with your brand, may go online to browse, search, make purchases, or service their accounts and a number of different technologies may be involved in supporting these different types of interaction. Your goal should be to create a connected, seamless and consistent customer journey, by integrating the different technologies involved in delivering the customer experience. 22
  23. 23. Closing Thoughts… • Excellent digital customer engagement is science and art • Look outside-in from a customer perspective • Key is to deliver relevant answer to questions consistently across channels
  24. 24. THANK YOU email: biju.bhaskar@mckinsey.com

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