An Unsinkable Experience - Personalizing the Buyer Journey - Randy Frisch, Uberflip
Experiences are powerful. Good or bad, impactful experiences can stay with you forever. In our personal lives, they shape who we are and the things we choose to do. In our professional lives, they determine how we work and who we trust. So, what do you do if your customer is having a bad experience with your company and its threatening to sink the relationship? It comes down to three fundamental lifesavers. Uberflip Co-Founder and Chief Evangelist, Randy Frisch, was on a vacation in Costa Rica with his family when a relaxing boat ride off the coast turned into a harrowing experience (we have surreal video footage to show it). Long story short, combine flames, lifejackets, and a sinking boat along with Randy and his family swimming toward shore in shock and confusion –– you’d forgive them for writing off the vacation as a total disaster. But what followed was a defining experience for Randy that allowed him to look back on Costa Rica with fondness. It was there he witnessed first-hand the power of these lifesaver experience fundamentals, proving we have the power to turn even the most dreadful experiences into positive outcomes. Since then, he’s applied those successfully to his own company, Uberflip, and you can too. In this session, Frisch will share these lessons and how they apply to life, business and the marketing industry in particular. Specifically, attendees will learn: • Why you don’t have to spin your wheels in so many areas when improving the experience you deliver, but rather focus on a critical few. • The intersection of relationships, trust and brand promise that overlap to create what we think of as our “experience” and how it’s at the heart of everything in life and business. • What you must do when one of the three lifesavers (relationships, trust and brand promise) are lacking. • 3 actionable steps you can take today to lock down these fundamentals and deliver an enriching experience worth remembering.
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An Unsinkable Experience - Personalizing the Buyer Journey - Randy Frisch, Uberflip
- 1. MASTER CLASS Randy Frisch CHIEF EVANGELIST UBERFLIP An Unsinkable Experience - Personalizing the Buyer Journey TORONTO, ON ~ MAY 12 - 13, 2022 DIGIMARCONCANADA.CA | #DigiMarConCanada
- 4. Play + BLOODLINE S E R I E S
- 8. TECHNICALLY, the boat did sink BUT WE DIDN’T
- 16. “IF YOU SURVIVE THE DAY WE WERE LUCKY TO SURVIVE IT IS AN .” EXPERIENCE TOMORROW LUCKY - Yuval - Random Rescuer, ex-military
- 20. PURA VIDA means “pure life” or “simple life” it’s more than just a phrase it’s a way of life CX
- 21. SAFETY LEAD US TO Trusted the crew to CX JURI
- 22. ENGAGED TO Everyone from hotel staff to car rental GUIDE US CX
- 23. CX
- 24. ENGAGED TO GUIDE WAY OF LIFE LEAD US TO SAFETY CUSTOMER EXPERIENCE UNSINKABLE a framework for an
- 25. CUSTOMER EXPERIENCE BRANDS WHOSE EXPERIENCES FLOAT THROUGH ADVERSITY
- 27. the lives of everyone in WestJet’s world TO ENRICH
- 32. Why am I already hooked? VIDEO ENGAGES
- 33. +84.8% +36.9% +23.8% +20% 2016 2017 2018 2019 2020 3B 6B 9B 12B Minutes of video (in billions) MINUTES OF VIDEOS WATCHED BY YEAR PRIMARY FORMS OF MEDIA USED WITHIN CONTENT STRATEGY IN 2021 Hubspot
- 35. We need to STOP INTERESTED IN BE what people are INTERRUPTING what people are INTERESTEDIN CRAIG DAVIS Former Chief Creative Officer J. WALTER THOMPSON
- 37. TISSUE?
- 39. Why was this campaign so ENGAGING?
- 40. I CRIED
- 41. Google’s now transcend text to images, podcasts, & videos SEARCH ALGORITHMS +
- 43. TOP 20 COVID-compliant airline in 2021 WestJet’s CHRISTMAS MIRACLE ENRICH the lives of everyone in WestJet’s world
- 44. BUT how do we use CX to breakthrough in an industry already won?
- 48. the potential of human creativity UNLOCK
- 49. tracking
- 50. WORLD WIDE 11% 11% 14% 17% 20% 21% 22% 24% 24% TRUST
- 52. 59% 41% If that’s how the app delivers content that is relevant to me
- 53. 32%of Americans accept cookies Only Deloitte
- 54. What personalization BUYERS WANT: What personalization MARKETERS DELIVER: Source: 2020 B2B Marketing Report, The Experience Disconnect by Uberflip 1. The problem I’m looking to solve 3. My industry 2. My company 1. The customer’s name 3. The customer’s industry 2. The customer’s company DISCONNECTED CUSTOMER EXPERIENCE
- 56. Spotify built TRUST through personalization from engagement Source: Internet Trends 2018 Report - Mary Meeker, Kleiner Perkins 120 80 40 0 2014 2015 2016 2017 Monthly Unique Artist Listened to Per User, Global Spotify Unique Artist Listening 68 112 50% 25% 0 2014 2015 2016 2017 DAU / MAU, Global Spotify Daily Engagement 37% 44%
- 58. MADE FOR YOU
- 59. MADE FOR YOU
- 61. MOST sought after tech amid pandemic
- 62. MOST sought after tech post pandemic 980 Ventilator Series
- 65. Broke down borders to SOLVE for need
- 66. Medtronic posted design specifications for ventilators to allow innovators, inventors, start-ups, and academic institutions to leverage their own expertise…for rapid ventilator manufacturing.
- 67. visit clinicians pre-pandemic FIELD REPS
- 70. 66% of buyers say encountering content that isn’t personalized would stop them from making a purchase 42% of buyers are annoyed when content isn’t personalized CMO by Adobe PERSONALIZATION promotes purchase
- 72. WHY do so many of us fail to engage?
- 73. SINKING $$ WITHOUTENGAGEMENT ADS / SEM EMAIL CHAT SEARCH SOCIAL SALES The Ultimate Guide to Developing Winning Software Products yoursite.com Insight into creating engaging blog-posts that convert. Interviews with top bloggers and ... Learn More And invest heavily in channels $ BUT IGNORE THE DESTINATION :( Businesses invest in endless data sources $
- 74. SEM $ Email $ Sales Email $ Display Ad $ Direct Mail $ Social $ AWARENESS PURCHASE WHATBUYERSGET
- 76. HOW do we engage at scale?
- 77. Which accounts should buy? How do I grab their attention? Where do I send those who click? CUSTOMER EXPERIENCE a simple GTM framework ENGAGE with DESTINATIONS ( CMS / Landing Page / CEP ) ATTRACT with CHANNELS ( EMAIL / SOCIAL / ADS ) IDENTIFY with DATA ( CRM / MAP / CDP )
- 78. confident they can engage their buyers 11% 63% can attract those accounts 74% can identify the right accounts CREATE AN ENGAGEMENT GAP GUIDE THE CUSTOMER JOURNEY ENGAGE with DESTINATIONS ATTRACT with CHANNELS IDENTIFY with DATA POOR CONTENT EXPERIENCES Base: 313 Director+ B2B Content Experience Leaders in the US and Canada | Source: A commissioned study conducted by Forrester Consulting on behalf of Uberflip, August 2021 © Forrester Research, Inc. All rights reserved.
- 79. <Content> <Name> <Role> <Company> <Industry> CHANNEL DESTINATION PERSONALIZED WITH DATA The problem I’m looking to solve DATA WHAT BUYERS EXPECT Personalization in 2022
- 82. ENGAGE ATTRACT IDENTIFY GUIDE THE CUSTOMER JOURNEY
- 83. EXPERIENCES define our brand, trust and engagement
- 84. 83% of consumers will share their data to for a more a personalized experience Accenture
- 85. WALT DISNEY Do what you do so well that they will want to see it again and bring their friends
- 86. Corporate Traveller Queen * 425 King St West * Toronto, ON M5V 1K4 * Canada Tel: 416-847-5816 * 24-hour Emergency Cell: 416-665-4766 * Fax: 416-847-0315 Travel Summary - Travel Agency ID ATHVEQ Traveler FRISCH/RANDY MICHAEL FRISCH/JENNIFER RAKOWSKI/PAUL FRISCHRAKOWSKI/STEFANIE COOPERMAN/EVAN COOPERMAN/DANIELLE SASHA Date From/To Flight/Vendor Depart/Arrive Class/Type 04/25/2020 YYZ-LIR WS 2644 09:15 AM/12:50 PM Economy Class 04/29/2020 LIR-YYZ WS 2643 01:30 PM/08:47 PM Economy Class AIR - Saturday, April 25 2020 WestJet Flight WS2644 Economy Class Depart: Pearson International Airport, TERMINAL3 Toronto, Ontario, Canada 09:15 AM Saturday, April 25 2020 Arrive: Liberia Airport Liberia, Costa Rica 12:50 PM Saturday, April 25 2020 Airline Locator: GOFSWJ Duration: 5 hour(s) and 35 minute(s) Non-stop Status: Confirmed - WestJet Booking Reference: GOFSWJ Meal: Food For Purchase Equipment: Boeing 737-800 (winglets) Passenger Seat: 08C Confirmed - FRISCH/RANDY MICHAEL 08A Confirmed - FRISCH/JENNIFER 09D Confirmed - RAKOWSKI/PAUL 09F Confirmed - FRISCHRAKOWSKI/STEFANIE 09A Confirmed - COOPERMAN/EVAN 09C Confirmed - COOPERMAN/DANIELLE SASHA FF Number: WS530349326 - FRISCH/RANDY MICHAEL Do what you do so well that they will want to see it again and bring their friends WALT DISNEY