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dotLive
2016 Customer
Experience
Masterplan
@dotmailer #dotlive
Slide 2 @philipstorey @dotmailer
Housekeeping
WiFi Password = dotDigital2013!
Twitter - @dotmailer #dotlive
FIRE!
Toilets
...
dotLive
Philip Storey
Enchant
@philipstorey
Slide 4 @philipstorey @dotmailer
The best kind of marketing,
doesn’t feel anything like marketing.
Slide 5 @philipstorey @dotmailer
By 2020, customer experience will
overtake price and product as the
key brand differentia...
Slide 6 @philipstorey @dotmailer
CX is already the key differentiator
Slide 7 @philipstorey @dotmailer
It always has been.
Remember…
Slide 8 @philipstorey @dotmailer
And always
will be…
Slide 9 @philipstorey @dotmailer
What business are you really in?
Slide 10 @philipstorey @dotmailer
The businesses that fail, are
those that fail to put customer
desire at the forefront of...
Slide 11 @philipstorey @dotmailer
Risk of inaction
Slide 12 @philipstorey @dotmailer
How can we apply
great CX to email marketing?
Slide 13 @philipstorey @dotmailer
First things first…
Think like a customer.
Slide 14 @philipstorey @dotmailer
Seek first,
to understand
Slide 15 @philipstorey @dotmailer
Define all messages around
the customer journey…
Slide 16 @philipstorey @dotmailer
Always base your
message around
how people feel
at the time…
Slide 17 @philipstorey @dotmailer
and never miss out on the best moments
Slide 18 @philipstorey @dotmailer
Provide a seamless
experience across
all channels
Slide 19 @philipstorey @dotmailer
Put the customer
in control of the
relationship
Slide 20 @philipstorey @dotmailer
Always be relevant
Slide 21 @philipstorey @dotmailer
Create a one-to-one
dialogue, based on
value exchange
Slide 22 @philipstorey @dotmailer
Only ask for
information that
will enable you to
provide higher
value interactions
Slide 23 @philipstorey @dotmailer
Design calls to
action, how your
customers want
them most…
Slide 24 @philipstorey @dotmailer
Make information easy to consume,
through great design
Headline
Proposition
in essence
C...
Slide 25 @philipstorey @dotmailer
Be there, when your
customers want you most
Slide 26 @philipstorey @dotmailer
Thank you
Philip Storey
Enchant
Thisisenchant.com
@philipstorey
09 February 2016 Copyright © Econsultancy
The Customer Experience
Imperative
9th February 2016
Seán Donnelly
Senior Resear...
Who am I?
“If we knew what is was we
were doing, it wouldn't be
called research”
29
CONTEXT
Evolving marketing landscape
09 February 2016 The Customer Experience Imperative 30
An Evolving Marketing Landscape
Traditional marketing funnel
17 July 2015 The Customer Experience Imperative 32
Attention
Interest
Desire
Action
Loyalty
?...
The multichannel / multi-device reality
• 7 internet enabled devices per
household
• Spending more time on mobile
versus d...
Modern Marketing Manifesto
“Customers do not recognise lines and nor
should we. Online, offline, above the line,
below the...
ECONSULTANCY
RESEARCH AND
ANALYSIS
09 February 2016 The Customer Experience Imperative 36
Single most exciting opportunity in 2016
09 February 2016 37The Customer Experience Imperative
The ultimate customer experience
Source: Econsultancy, The Ultimate Customer Experience was Created 1,000 Years Ago
Contextualising Customer Experience
09 February 2016 39The Customer Experience Imperative
Top digital priorities for 2016
09 February 2016 40The Customer Experience Imperative
Engaging on a human level
41
Most under-valued capabilities for customer
experience excellence
09 February 2016 42
8%
9%
11%
18%
9%
9%
12%
15%
Real-tim...
“Proactively delighting customers
earns trust, which earns more
business from those customers,
even in new business arenas...
Source: Irish Times, November 2015
The Customer Experience Imperative
09 February 2016 45
Customer Experience as the primary
way to differentiate from competition
09 February 2016 46
6%
6%
6%
14%
15%
53%
0% 10% 2...
09 February 2016
Increased consumer expectations
Do you agree or disagree with the following statements?
Source: Econsulta...
09 February 2016
Devices and Channels
Do you agree or disagree with the following statements?
Source: Econsultancy / Monet...
CUSTOMER EXPERIENCE
AS A SOURCE OF
COMPETITIVE
ADVANTAGE
49The Customer Experience Imperative
Customer Experience as a source
of competitive advantage
09 February 2016 50
09 February 2016 51
Customer experience as a competitive advantage
09 February 2016 52
09 February 2016 53
09 February 2016
Econsultancy / Adobe Quarterly Digital Trends Briefing: Digital Trends 2016
Figure 1: Which three digital...
55
Marketing has a new remit
09 February 2016
• Context
• Importance of data
• Engagements:
• Right place
• Right data
• R...
Companies who are
personalising web experiences
are seeing an average
19% uplift in sales.
Source: The Realities of Online...
57
What are the main business benefits of
customer experience optimisation?
0%
2%
13%
19%
22%
50%
66%
94%
Not sure
Other
R...
John Lewis scoops omni-channel
retailer of the year at World Retail
Awards for 2014 Retail Awards for 2014
58
28.1% of sal...
THE REALITY OF
CUSTOMER EXPERIENCE
Disparate data sets a key challenge
• Only 29% of marketers claim to have a Single
Customer View (SCV).
• Only 17% of mark...
09 February 2016
But customers expect ……
Source: Econsultancy / Monetate Real Time Marketing Report: https://econsultancy....
62
Future competitive advantage?
1. Join up data and systems, then…
2. Deliver experiences that are consistent, synced and...
“Because the purpose of business is to
create a customer, the business enterprise
has two–and only two–basic functions:
ma...
09 February 2016 Copyright © Econsultancy
Thank You
Seán Donnelly
Senior Research Analyst
sean.donnelly@econsultancy.com
@...
Customer experience masterplan
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Customer experience masterplan

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Customer experience (CX) marketing is complex, crossing organizational and communication channels throughout the entire company. That’s why many companies rate their efforts low.

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Customer experience masterplan

  1. 1. dotLive 2016 Customer Experience Masterplan @dotmailer #dotlive
  2. 2. Slide 2 @philipstorey @dotmailer Housekeeping WiFi Password = dotDigital2013! Twitter - @dotmailer #dotlive FIRE! Toilets Evaluation Forms
  3. 3. dotLive Philip Storey Enchant @philipstorey
  4. 4. Slide 4 @philipstorey @dotmailer The best kind of marketing, doesn’t feel anything like marketing.
  5. 5. Slide 5 @philipstorey @dotmailer By 2020, customer experience will overtake price and product as the key brand differentiator. Source: Walker info
  6. 6. Slide 6 @philipstorey @dotmailer CX is already the key differentiator
  7. 7. Slide 7 @philipstorey @dotmailer It always has been. Remember…
  8. 8. Slide 8 @philipstorey @dotmailer And always will be…
  9. 9. Slide 9 @philipstorey @dotmailer What business are you really in?
  10. 10. Slide 10 @philipstorey @dotmailer The businesses that fail, are those that fail to put customer desire at the forefront of every single decision and interaction
  11. 11. Slide 11 @philipstorey @dotmailer Risk of inaction
  12. 12. Slide 12 @philipstorey @dotmailer How can we apply great CX to email marketing?
  13. 13. Slide 13 @philipstorey @dotmailer First things first… Think like a customer.
  14. 14. Slide 14 @philipstorey @dotmailer Seek first, to understand
  15. 15. Slide 15 @philipstorey @dotmailer Define all messages around the customer journey…
  16. 16. Slide 16 @philipstorey @dotmailer Always base your message around how people feel at the time…
  17. 17. Slide 17 @philipstorey @dotmailer and never miss out on the best moments
  18. 18. Slide 18 @philipstorey @dotmailer Provide a seamless experience across all channels
  19. 19. Slide 19 @philipstorey @dotmailer Put the customer in control of the relationship
  20. 20. Slide 20 @philipstorey @dotmailer Always be relevant
  21. 21. Slide 21 @philipstorey @dotmailer Create a one-to-one dialogue, based on value exchange
  22. 22. Slide 22 @philipstorey @dotmailer Only ask for information that will enable you to provide higher value interactions
  23. 23. Slide 23 @philipstorey @dotmailer Design calls to action, how your customers want them most…
  24. 24. Slide 24 @philipstorey @dotmailer Make information easy to consume, through great design Headline Proposition in essence Call to action
  25. 25. Slide 25 @philipstorey @dotmailer Be there, when your customers want you most
  26. 26. Slide 26 @philipstorey @dotmailer
  27. 27. Thank you Philip Storey Enchant Thisisenchant.com @philipstorey
  28. 28. 09 February 2016 Copyright © Econsultancy The Customer Experience Imperative 9th February 2016 Seán Donnelly Senior Research Analyst sean.donnelly@econsultancy.com @seanog1982 @Econsultancy
  29. 29. Who am I? “If we knew what is was we were doing, it wouldn't be called research” 29
  30. 30. CONTEXT Evolving marketing landscape 09 February 2016 The Customer Experience Imperative 30
  31. 31. An Evolving Marketing Landscape
  32. 32. Traditional marketing funnel 17 July 2015 The Customer Experience Imperative 32 Attention Interest Desire Action Loyalty ? Marketing funnel image source: https://blog.generalassemb.ly/loyalty-loop-replacing-marketing-funnel/
  33. 33. The multichannel / multi-device reality • 7 internet enabled devices per household • Spending more time on mobile versus desktop • Mobile accounts for 45% of all ecommerce traffic in the UK
  34. 34. Modern Marketing Manifesto “Customers do not recognise lines and nor should we. Online, offline, above the line, below the line... we need to think and deliver experiences and marketing without delineation.” https://econsultancy.com/blog/62574-introducing-the-modern-marketing-manifesto/
  35. 35. ECONSULTANCY RESEARCH AND ANALYSIS 09 February 2016 The Customer Experience Imperative 36
  36. 36. Single most exciting opportunity in 2016 09 February 2016 37The Customer Experience Imperative
  37. 37. The ultimate customer experience Source: Econsultancy, The Ultimate Customer Experience was Created 1,000 Years Ago
  38. 38. Contextualising Customer Experience 09 February 2016 39The Customer Experience Imperative
  39. 39. Top digital priorities for 2016 09 February 2016 40The Customer Experience Imperative
  40. 40. Engaging on a human level 41
  41. 41. Most under-valued capabilities for customer experience excellence 09 February 2016 42 8% 9% 11% 18% 9% 9% 12% 15% Real-time marketing Social media analytics Joining up online and offline data Marketing automation Econsultancy / Adobe Quarterly Digital Intelligence Briefing 2015 2016 The Customer Experience Imperative
  42. 42. “Proactively delighting customers earns trust, which earns more business from those customers, even in new business arenas.” “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
  43. 43. Source: Irish Times, November 2015 The Customer Experience Imperative
  44. 44. 09 February 2016 45
  45. 45. Customer Experience as the primary way to differentiate from competition 09 February 2016 46 6% 6% 6% 14% 15% 53% 0% 10% 20% 30% 40% 50% 60% Price Mobile - becoming a 'mobile first' company that absolutely caters to the mobile… Product / service choice Product / service quality Convenience - fast delivery, in-store pickup, multiple payment mechanism, buy online… Customer service / customer experience - making it easy, fun, valuable and/or… Econsultancy / Adobe Quarterly Digital Intelligence Briefing 2015 The Customer Experience Imperative
  46. 46. 09 February 2016 Increased consumer expectations Do you agree or disagree with the following statements? Source: Econsultancy / Monetate real Time Marketing Report: https://econsultancy.com/reports/real-time-marketing-report
  47. 47. 09 February 2016 Devices and Channels Do you agree or disagree with the following statements? Source: Econsultancy / Monetate real Time Marketing Report: https://econsultancy.com/reports/real-time-marketing-report
  48. 48. CUSTOMER EXPERIENCE AS A SOURCE OF COMPETITIVE ADVANTAGE 49The Customer Experience Imperative
  49. 49. Customer Experience as a source of competitive advantage 09 February 2016 50
  50. 50. 09 February 2016 51
  51. 51. Customer experience as a competitive advantage 09 February 2016 52
  52. 52. 09 February 2016 53
  53. 53. 09 February 2016 Econsultancy / Adobe Quarterly Digital Trends Briefing: Digital Trends 2016 Figure 1: Which three digital-related areas are the top priorities for your organization in 2016? (Company respondents) 54 Top digital priorities for 2016
  54. 54. 55 Marketing has a new remit 09 February 2016 • Context • Importance of data • Engagements: • Right place • Right data • Right time • Lasting relationships
  55. 55. Companies who are personalising web experiences are seeing an average 19% uplift in sales. Source: The Realities of Online Personalisation Report 56
  56. 56. 57 What are the main business benefits of customer experience optimisation? 0% 2% 13% 19% 22% 50% 66% 94% Not sure Other Reduced marketing and advertising cost Increased return on ad spend Increased average order value Renewal, cross-sell and upsell Better brand perception and loyalty Higher engagement and conversion rates Engagement, brand perception and a greater affinity to repeat purchase take priority… Source: Econsultancy / Ensighten Customer Experience Optimization Report March 2015
  57. 57. John Lewis scoops omni-channel retailer of the year at World Retail Awards for 2014 Retail Awards for 2014 58 28.1% of sales online Growing at 19.2%
  58. 58. THE REALITY OF CUSTOMER EXPERIENCE
  59. 59. Disparate data sets a key challenge • Only 29% of marketers claim to have a Single Customer View (SCV). • Only 17% of marketers claim they are fully capable of understanding customer journeys. • Only 12% of claim that they have the capability to make data driven decisions in real time. • Only 8% of marketers have a single platform that manages data across platforms. 60 Source: Econsultancy, Quarterly Digital Intelligence Briefing: Multichannel Reality
  60. 60. 09 February 2016 But customers expect …… Source: Econsultancy / Monetate Real Time Marketing Report: https://econsultancy.com/reports/real-time-marketing-report
  61. 61. 62 Future competitive advantage? 1. Join up data and systems, then… 2. Deliver experiences that are consistent, synced and responsive across devices/channels, then… 3. Make them personalised, proactive and contextual
  62. 62. “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Peter Drucker 09 February 2016 The Customer Experience Imperative 63 We’re all marketers…
  63. 63. 09 February 2016 Copyright © Econsultancy Thank You Seán Donnelly Senior Research Analyst sean.donnelly@econsultancy.com @seanog1982 @Econsultancy

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