This document discusses principles for achieving great customer experience (CX). It emphasizes the importance of knowing customers through capturing both implicit and explicit customer data to understand customer journeys. An integrated customer experience platform is recommended to break down data silos and provide a single view of the customer to enable contextual and personalized experiences across channels. The principles also stress simplifying the customer experience through streamlined processes and technologies that orchestrate engaging customer journeys.

1. 00
Differentiate
through
Customer
Experience

2. Agenda
1. Why is Customer Experience (CX)
important
2. 5 Principles to great CX

3. A global digital
marketing and
technology agency
focused on customer
experience

4. Unique
Marketing
Technology
expertise
Our breadth and
depth of
expertise across
the Martech eco-
system provides
unique value to
clients.
Industry
Experience
Deep expertise in
professional
services,
Manufacturing,
Financial Services,
Insurance, CPG,
High-Tech.
Digital
Marketing
Experts
Deep expertise in
the digital.
Work for 45
Fortune 500
companies.
Philosophy
Push the envelope.
Nimble.
Inch wide and a
mile deep.
Serious about our
work, but we don’t
take ourselves
seriously.
At a glance

5. A new customer has
emerged

6. Anew customer has
emerged
always-on, always-
connected and informed
journey
is dynamic and cross channel
has little attention

7. Sure, we communicate
with customers

8. Marketing is failing to engage
customers

9. Source: Watermark Consulting
Why Customer Experience Matters
• 2X customer retention
- Aberdeen Group
• 89% retention for
companies with strongest
omni-channel strategies
-Aberdeen Group
• By 2020 customer
experience > price &
product
- Customers 2020 Report

10. Why Customer Experience matters
CX is Top priority of
organizations
89%
People stop doing business
with a company with a bad
customer experience
93%
Executives say it is a
top 3 priority
If you don’t do
it right
20% Impact on revenue

11. 94% of customers have
discontinued communication
with a company because of
irrelevant messages (source: Blue
Research)

12. Customer
Experience is
the new
battleground

13. Today, 89% of marketers compete
primarily on the basis of customer
experience — discrete moments
that, together, strengthen or weaken
a customer's preference, loyalty and
advocacy.
(source:Gartner)

14. 5000times
faster thanabank.
Kabbageapprovesloans
fast throughdigital
DisneyMagicbrands
tracks theentire
experienceattheir theme
parkandprovides
customers abilitytosee
exactly whattheywantat
thepark
Breakthrough customer experience

15. Business model is
driven by providing the
right recommendations
based on customer
behavior
Simplicity and
convenience disrupted a
whole industry
Breakthrough customer experience

16. Greatest impact achieved through
following 3 initiatives in 2015:
multichannel orchestration, self-
service and creating a single view of
the customer.
Invest in CX

17. 16
5Martech principles of
engaging Customer
Experiences
1. Know your customer
2. Integrated Customer
Experience Platform
3. Contextual experiences
4. Multi-channel content
marketing
5. Simplify

18. 17
17
Principles of CX
• Know your customer

19. “Now to be truly competitive
your company must become
customer obsessed, which
means you need to have
deep knowledge of and
engagement with your
customers.”
Winning in The Age of The Customer
Forrester Research Inc

20. Move from touchpoints to customer
journeys…

21. Understand the
customer journey

22. CUSTOMER JOURNEY MAP

23. Understanding the Customer Lifecycle
1 2 3 4 6
Awareness Search Evaluate Commit Value
5
Advocate
The customer
recognizes a
need and
looks for a
solution
 Has a
problem to
solve
 Goes to a
tradeshow
 Reads an
article
The customer
looks for a
solution to
satisfy their
needs
 Searches
Google for
solutions
 Visits a store
 Accumulates
knowledge of
options
The customer
weighs the
alternative
solutions
available
 Researches
vendors
 Talks to
peers
 Engages a
discussion
forum
The customer
commercially
commits to the
solution and
vendor
 Compares
pricing
 Talks to
references
 Commits to
the vendor
The customer
realizes the
value the
vendor
provides
 Value is
realized
 Differentiatio
n is
appreciated
The customer
communicates
the value to
their industry
peers
 Talks to
peers
 Engages in a
discussion
forum
 Further
commits to
the brand
RetentionAcquisition

24. Know your customer
3 waysto capture customer
information:
 Implicit:insightcapturedfromthe
websitejourney—the‘digitalfootprint’
leftbythevisitoronyourdigitalassets
 External: Informationcapturedby
externalserviceproviders,emerging
context-enrichedservices
 Explicit:Convertunknowntoknown
andcaptureinformationsuppliedby
thevisitorastheysubscribeand
downloadassets

25. Customer analytics has become the
most critical technology investment
for CX improvement.
(source:Gartner)

26. Most marketers are
flying blind.

27. Single view of the customer is key to
contextual marketing

28. Measuring engagement
Cold Hot Too late

29. 28
Principles of CX
Integrated Customer
Experience Platform

30. Marketing technology
must work in symphony

31. Breakdown
siloes

32. 31
Flying blind due to lack
of insights
Explosion of
marketing technology

33. Integrated Customer Experience Platform

34. 33
Principles of CX
Contextual experiences

35. Personalize: related content

36. Omni-channel orchestration
Offline, online,
everywhere
Seamless

37. Hilton usesAI to provide
Concierge services to
provide customers
information
AI drives customer experience
Brands are at the cusp
of makingAI an
everyday element of
customer experience.

38. 37
Principles of CX
Multi-channel content
marketing

39. COPE to engage clients

40. 39
Principles of CX
Simplify

41. For the customer…

42. And for the marketer

43. TECHNOLOGY
Orchestrate the customer journey
Unknown Person Sees Brexit story
on social media
Sees article
on website
Is served the next
interesting article
Subscribes Becomes Known
Receives Brexit
email on mobile
device
Share network
on social media
Invited to
Event
Partner recognize
interest
Engages with prospect
Search delivers
next article
Subscription
Center manages
profile
Capture engagement in
CRMAnonymous
profile created
and client is
segmented
Profile is
matured
Personalized and
Dynamic content