The sources for product information, reviews, referrals has simply exploded exponentially in many ways after the Social Revolution. Think about the last time you were contemplating buying a product. Lets say you’re looking at tablets and e-readers. Should you get the Kindle Fire or the Ipad. Even at the store, ready to pay, you can do a last minute check or ping a friend to make sure you are getting the right item and at the best price.
Everyone knows that writing for digital is different than for print media. People scan they don’t read said the User Experience gurus in the last decade.Well, now you have SMS and LOL has become part of our daily vocabulary.And you have Twitter. So now you must connect with @John and limit your message to 140 characters.And you can do all of this while waiting for a Venti Chai Latte in line at Starbucks.Technology is affecting the way we communicate and market.
Customers have already made up their short list and identified their product of interest well before contacting the company, submitting a web form or picking up the phone and calling a rep.Google Researchers have labeled this ZMOT or Zero Moment of Truth..Before this, Proctor and Gamble had identified 2 Moments of Truth – The First where you are at the store or dealership ready to commit to a purchase. And the Second Moment of Truth where you experience the product and either enjoy it or be disappointed.
The Hunter has become the Hunted. Sales or even the Company is no longer in control. The Buyer is in control: savvy customers today are very good at tuning out commercial noise and being more selective with whom they do business
At a recent Forrester Summit, a CMO exclaimed and I am paraphrasing: ” I feel more like a CIO with all the technology I have to deal with in my organization”.The truth is, as marketers, we are already wrestling with multiple applications for data, CRM, email, web, social, analytics… and we are having almost parallel, siloed disconnected conversations on these platforms…
The biggest challenge is that without a common view of the customer, it is impossible to engage in meaningful dialog with her.
And of course, there’s the problem of Data.Bad data costs the US economy $600 billion a year. Imagine that!For us, this also means that we cannot profile, segment, target and personalize our interactions with our customers. Again leading to poor, generic, irrelevant communications that are not in step with the customer leading to lack lustre response and conversion rates.
Another factor, is content. Someone said that Content is King, but it is treated like a peasant.Without a focused content strategy based on your understanding of the customer and the buying process, you are shooting in the dark.
For content to be relevant, it must be timely and must be in the context of where the customer is sitting in the buying process. It must also have the ability to draw the conversation deeper so that the customer wants to engage at a deeper level.
To have a content strategy, you must also organize your content assets with pre-determined objectives. For example, if you have a set of rich media banner ads, then their primary objective would be to attract visitors to click the banner and visit your website.You might have certain assets such as a canned demo or overview of services which you can gate with a form. You can ask questions to qualify the individual.Then again, you might have leads that are not ready to go to sales. Build up a set of assets – landing pages, widgets, whitepapers to engage them and get them to a point where they want to talk to sales person over time.
Now look at your channels, your audience segments and their buying stages. Create a content matrix that would become the basis of the business rules that would need to be implemented in the various platforms you are using. These business rules will then display the right content in a timely manner and in context
The fifth factor is analysis. Many, many years ago William Edwards Deming said you cant manage what you cant measure. Without the reporting and the intelligence to tell you what is working, you will not be able to refine and optimize your engagement cycle.Look at Response rates, Website Visitor profiles, Form Submissions, Navigation Paths. There is a wealth of information that can help you refine and create a more engaging experience.
Make sure your data is standardized across all your platforms. Integrating your applications to get a common view of the customer means that profile data, demographic, firmographic, behavioural data is captured, sanitized, standardized and then fed out through your channels
Test, test, test. Make sure every campaign, every new web page, campaign offer, call to action and landing page is tested. Technology makes this easy. To skip this step is folly.
Finally, once you have an effective foundation of platforms tightly integrated, expand to the next conversation zone where your customers are hanging out. This might be a User Group or Community. It might be mobile. Create a roadmap and build your ecosystem.
5 steps to an engaging customer experience
5 Steps to an Engaging Customer Experience A Webinar A Digital Solutions Firm delivering Marketing and Technology SolutionsNew York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
IntroductionseDynamic Webinar Team Rolf Kraus: CMS Practice Director Shawn De Souza: Demand Generation Practice Director 1
About the eDynamiceDynamic is a digital consultancy that helps clients acquire andengage customers through cutting edge interactive solutionsExperienced. Founded in 1999Trusted. Diverse business critical projects delivered formid-size to Fortune 500 organizationsVersatile. Experience across diverse verticals, includingFinancial Services, Technology, Retail, Media & Publishing,Education, Travel and Hospitality, Oil and Gas and othersGlobal. Locations in United States, Canada, Middle-East andIndia 2
Agenda1. eDynamic2. Customer Experience (CX)3. Marketing Nirvana4. Marketing Reality5. Factors impeding Marketing Nirvana6. The 5 Steps to Creating an Engaging Customer Experience7. Marketing Opportunity8. Q&A 3
Customer Experience 4 4 Forrester, Bruce D. Temkin The State Of Customer Experience, 2010
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
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
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
Marketing Nirvana Today‘s tools enable Web Content Management me to personalize Site Search Marketing my engagement Automation with buyers Customer Experience Management across all Analytics, channels Test and eCommerce Optimization Social & 8 8 Community
Marketing Reality Most organizations have invested and implemented marketing platforms over time, each operating as silos. Web Content Management Marketing Automation eCommerce Social & Community Analytics, Test and Optimization Site Search 9 9
Getting a common view ofyour customer Delivering personalized messages across channels to customers requires a common understanding of the customer 16 16 Coremetrics and Bloomberg BusinessWeek Report on Optimizing Online Marketing 2009
Data!The Data WarehousingInstitute (DWI)estimates the cost ofbad or ‗dirty‘ dataexceeds $600 billionannually.Another study indicatesthat 2% of contactrecords becomeobsolete each month,costing a firm 15-20 %of its operating income. 17 17
5 Steps to creatingan engagingcustomer experience 18
1. Who is buying? Classic marketing segmentation analysis is the foundation for the optimal customer engagement. Let‘s find out who these people are! 19 19
Who is buying? Identify segmentation parameters Personal that model your customers and how they buy. Card Business Business Usage & Type Personal Married with Segments Japan Children Family Segmentation Structure Country Parameters 20 20 Married Korea Segments Single China
Who is buying? What are buyers‘ pain points and motivators? They are looking for specific value from you. 21 21
2. How are they buying? The digital buying cycle through the eyes of Google researchers 22 22
How are they buying? Put yourself in the head of buyer—what process do they go through in making a buying decision? 23 23
How do they want us to3. engage with them? We need engage people where they spend their time—where they get their information. 24 24
How do they want us toengage with them? Identify an ecosystem of platforms that together provide a common Web CMS experience across channels. Common Customer Context Marketing CRM Automation 25 25
Join the dots! Integrate platforms for a common view of the customer across channels. 26 26
What do they want to4. hear from us? Shaping a conversation that buyers are looking for from their vendor—are we delivering what they value? 27 27
Content… in context Engage customers where they are at - in the buying cycle - with relevant content that promotes action 28 28
Content… with a purpose Assemble and categorize content by objective Attract Qualify Nurture 29 29
Map Your Messages Map your content – per segment, per stage, per channel… 30 30
5. Optimize! Read the tea leaves and act! 31 31
Optimize! Test Offers, Messages, Creative, Segments 33 33
Optimize! Have a conversation through their expected channels – expand your digital ecosystem Social Contact Networks Mobile Devices management Digital Asset Communities Management WCMS powered Website 34 34 Search Product Information eCommerce Management CRM
5 Steps to an EngagingCustomer 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? 35 Step 5: Optimize! 35