The document discusses building a successful digital customer journey. It emphasizes adopting a customer-centric mindset and focusing on solving customer problems, simplifying processes, and connecting with customers. Data from different digital touchpoints should be connected to provide responsive customer experiences and conversion journeys. Inbound marketing strategies, customer-centric content, and smart brand interactions are key, with the goal of owning the relationship between the brand and customers.

1. MIEL VAN OPSTAL & VINCENT KNECHT | NOVEMBER, 2016 BUILDING A SUCCESSFUL DIGITAL CUSTOMER JOURNEY

2. linkedin.com/in/mielvo
@coolz0r
Hello!
@vincentknecht
linkedin.com/in/vincentknecht

3. Today’s Digest:
• The Marketing Mindset
• Personalized Process Automation
• Responsive Customer - & Conversion Journeys
• Intelligent Data Management, Smart Data Collection
• Inbound Marketing Strategies
• Customer-Centric Content
• SMART Brand Interaction
• Marketing Automation

4. MINDSET

5. AMBITION

6. PROCESS

7. RESULTS

8. SAVED-YOU-A-CLICK
CONVENIENCE

9. Sit With Us
source
PROBLEM SOLVING AS
A PUBLIC SERVICE

10. source
CONCIERGE SERVICES
ARE THE NEXT BIG THING

11. source
VIRTUAL SERVICES GOOGLE NOW
AND AMAZON ALEXA
ARE CLOSER THAN YOU THINK

12. The new option will enable
users to register their credit
card info (or use the credit
card info they’ve already listed
with Facebook) to make
purchases without ever
leaving the app.
BUY IT FROM WITHIN A CHAT
SAY HELLO TO
CONVERSATIONAL COMMERCE

13. THE VANITY EFFECT PLEASES
THE SELFIE GENERATION

15. source
OUR NEXT GENERATION OF
IN-APP EXPERIENCES
IS ALREADY HAPPENING IN CHINA

16. PERSONALITY

17. HOW WELL DO YOU LEARN ?
HOW EAGER ARE YOU TO DISCOVER?
HOW GOOD DO YOU LISTEN?
HOW SOLID ARE YOUR PROCESSES?
CURIOSITY

18. HOW FLEXIBLE IS YOUR THINKING ?
HOW MANY METHODS DO YOU APPLY?
HOW BROAD IS YOUR CONTEXT?
HOW RICH IS YOUR TOOL KIT?
CREATIVITY

19. HOW GOOD DO YOU ANALYZE ?
HOW RELEVANT IS YOUR INFORMATION?
HOW ACCURATE ARE YOUR NUMBERS?
HOW QUICK CAN YOU GATHER INSIGHTS?
DATA

20. DOING GOOD THINGS
IN A RUTHLESS SOCIETY
SPREADS LOVE

24. viv.ai

28. http://www.huffingtonpost.com/entry/app-lets-you-buy-leftover-food-
from-restaurants-and-its-really-cheap_us_57aa4469e4b0ba7ed23dff1a
WASTE MANAGEMENT
UPCYCLING AND LOCAL INITIATIVES
CREATE DEEPER CONNECTIONS

29. source
INVENTIVE COMMERCIALIZED
LEAN & AGILE NICHE SERVICES
CAPITALIZE ON SYSTEM GLITCHES

30. ASK YOURSELF: IS THIS A WEBSITE FOR ME?
OR IS IT A WEBSITE TO SERVE MY CUSTOMERS?
COMPANY-CENTRIC VS CUSTOMER-CENTRIC

31. The internet is increasingly taking the form of TV,
in which users surf “from channel to channel.”
The difference today it that the channels are on
platforms like Facebook, YouTube, Snapchat…

34. EDUCATION IS KEY FOR THE
NEW CONNECTED GENERATION

36. Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend

37. Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend

38. ALL PROBLEMS ARE OPPORTUNITIES IN DISGUISE

39. TO REMOVE FRICTION & FRUSTRATION
TO CREATE DELIGHT & SATISFACTION

40. SOLVE PROBLEMS

41. SAVE TIME / MONEY

42. CHALLENGE PATTERNS

43. SIMPLIFY

44. CONNECT

45. ROUTINE FEEDS THE ILLUSION OF SAFETY

46. MEANINGFUL CONTEXTUAL COMMUNICATION
REPLACES GENERIC MESSAGES

47. With each email, we’re asking people to
commit a measure of their time, and we
try to be respectful of that.
Fabio Carneiro, MailChimp
source
WE’VE REACHED THE PEAK
OF CONTENT MARKETING AND
ONLINE ADVERTISING

48. source

49. NO MATTER HOW MANY RAVING REVIEWS
YOU PAY FOR, IN THE END YOU STILL NEED TO
GET YOUR STORY STRAIGHT

50. ONLY 15% OF CONSUMERS
TRUST MESSAGES
PUBLISHED BY COMPANIES

51. CONSISTENCY GROWS PERCEPTION
DEDICATION CREATES LOYALTY
TRANSPARENCY BUILDS PURPOSE

52. THE VALIDATION OF SOCIAL
MEDIA FOR BUSINESS CAN BE
FOUND IN THE EXPECTATIONS
source

53. MEANINGFUL CONTENT MARKETING
IS THE FOUNDATION FOR
SUCCESSFUL BRAND ENGAGEMENT
source

54. CUSTOMER ENGAGEMENT TACTICS
ARE A SIGNIFICANT ESSENTIAL PART OF
YOUR CORPORATE BRAND STRATEGY

55. THE S.M.A.R.T. GOALS CLEARLY
OUTLINE THE EXPECTATIONS
AND ADD CORPORATE PURPOSE
source

56. 4 CORNERSTONE VALUES WILL
DETERMINE THE RESULTS
OF SUCCESSFUL AMPLIFICATION
source

57. source

58. PAID AMPLIFICATION IS COMPLIMENTARY
TO THE ORGANIC PROCESS
OF LEVERAGING CUSTOMER FEEDBACK
source

59. DEFINING YOUR AMPLIFICATION GOALS
WILL REVEAL WHICH METRICS
CAN BE USED TO MEASURE SUCCESS

60. USING CRM SOLUTIONS TO CONNECT
SMART DATA COLLECTED FROM
DIFFERENT DIGITAL TOUCH POINTS

62. Source: Lee Odden

63. Source: GetVerde

66. BRAND EXPERIENCE
IS MORE IMPORTANT
THAN PRODUCTS

70. • Take-Aways for Today
• Collecting and Processing Real-Time Analytics
• Owning the Buffer Zone Between Your Brand and Customers
• Responsive Customer - & Conversion Journeys
• Inbound Marketing Strategies
• From Omni-Channel to Right-Channel
• Lock Your ‘Why’ & Tell The Story
• Help, Serve, Cater, Supply, Educate, Share
• B2B, B2C, C2B & O2O

71. linkedin.com/in/mielvo
@coolz0r
Much obliged!
@vincentknecht
linkedin.com/in/vincentknecht