Five Steps to an Engaging Customer Experience

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Learn how a digital marketing roadmap can help you improve your customer engagement initiatives and deliver a superior online experience

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Five Steps to an Engaging Customer Experience

  1. 1. A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi 5 Steps to an Engaging Customer Experience A Webinar
  2. 2. 1 1. Customer Experience (CX) 2. Marketing Nirvana 3. Marketing Reality 4. Factors impeding Marketing Nirvana 5. The 5 Steps toCreating an Engaging Customer Experience 6. Marketing Opportunity Agenda
  3. 3. 22 Customer Experience Forrester, Bruce D. Temkin The State Of Customer Experience, 2010
  4. 4. 33 Customer Experience “Engagement with the customer today isn’t just pouring a message down on their head and hoping they get wet. It really is understanding that you must be present in a conversation when they want to have it, not when you want to. …
  5. 5. 44 Customer Experience …Pre-shopping before buying has become a huge, huge part of customer behavior. In the past, it was pretty much confined to big-ticket items like cars, or expensive electronics or homes. Now people engage in discovery before shopping on very small things. …
  6. 6. 55 Customer Experience …It’s crossed all categories of shopping behavior. It’s just the way people buy today.” Bob Thacker Gravitytank Strategic Advisor and former CMO of OfficeMax
  7. 7. 66 Marketing Nirvana Today’s tools enable me to personalize my engagement with buyers across all channels Customer Experience Management Web Content Management Marketing Automation eCommerce Social & Community Analytics, Test and Optimization Site Search
  8. 8. 77 Marketing Reality Most organizations have invested and implemented marketing platforms over time, each operating as silos. SiteSearch Analytics,Testand Optimization Social&Community eCommerce MarketingAutomation WebContentManagement
  9. 9. 88 Factors impeding Marketing Nirvana
  10. 10. 99 Sources for research and comparison have exploded!
  11. 11. 1010 Technology is affecting the way we communicate
  12. 12. 1111 Customers are arriving at a decision before interacting with you
  13. 13. 12 Buyer 2.0 SiriusDecisions: How sales people want to sell has little impact on how buyers are choosing to buy
  14. 14. 1313 What platforms do you use?
  15. 15. 1414 Getting a common view of your customer Delivering personalized messages across channels to customers requires a common understanding of the customer Coremetrics and Bloomberg BusinessWeek Report on Optimizing Online Marketing 2009
  16. 16. 1515 Data! The Data Warehousing Institute (DWI) estimates the cost of bad or ‘dirty’ data exceeds $600 billion annually. Another study indicates that 2% of contact records become obsolete each month, costing a firm 15-20 % of its operating income.
  17. 17. 1616 5 Steps to creating an engaging customer experience
  18. 18. 1717 1. Classic marketing segmentation analysis is the foundation for the optimal customer engagement. Let’s find out who these people are! Who is buying?
  19. 19. 1818 Who is buying? Identify segmentation parameters that model your customers and how they buy. Segments Card Usage Type Business Personal Business & Personal Country Japan Korea China Family Structure Single Married Married with Children Segments Segmentation Parameters
  20. 20. 1919 Who is buying? What are buyers’ pain points and motivators? They are looking for specific value from you.
  21. 21. 2020 2. The digital buying cycle through the eyes of Google researchers How are they buying?
  22. 22. 2121 How are they buying? Put yourself in the head of buyer—what process do they go through in making a buying decision?
  23. 23. 2222 We need engage people where they spend their time—where they get their information. 3. How do they want us to engage with them?
  24. 24. 2323 How do they want us to engage with them? Identify an ecosystem of platforms that together provide a common experience across channels. Web CMS Marketing AutomationCRM Common Customer Context
  25. 25. 2424 Join the dots! Integrate platforms for a common view of the customer across channels.
  26. 26. 2525 Shaping a conversation that buyers are looking for from their vendor—are we delivering what they value? 4. What do they want to hear from us?
  27. 27. 2626 Content… in context Engage customers where they are at - in the buying cycle - with relevant content that promotes action
  28. 28. 2727 Content… with a purpose Assemble and categorize content by objective Attract Qualify Nurture
  29. 29. 2828 Map Your Messages Map your content – per segment, per stage, per channel…
  30. 30. 2929 5. Optimize! Read the tea leaves and act!
  31. 31. 3030 Optimize!
  32. 32. 3131 Optimize! Test Offers, Messages, Creative, Segments
  33. 33. 3232 Optimize! Have a conversation through their expected channels – expand your digital ecosystem Digital Asset Management CRM Search Mobile Devices eCommerce Contact management WCMS powered Website Product Information Management Social Networks Communities
  34. 34. 3333 5 Steps to an Engaging Customer Experience Step 1: Who is buying? Step 2: How are they buying? Step 3: How do they want us to engage with them? Step 4: What do they want to hear from us? Step 5: Optimize!
  35. 35. 34 Connect with us 1-877-339-6264 www.edynamic.net contact@edynamic.net twitter.com/edynamic youtube.com/1999dynamic facebook.com/edynamic.net

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