CMO Event - Customer delight - physical and digital playing together
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Customer delight - physical and digital playing together Presented by: Chris Pile, Head of Digital and Creative, NEC Group
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CMO Event - Customer delight - physical and digital playing together
- 1. Implementing a customer delight programme as part of a wider marketing strategy Implementing a smarter communications strategy and understanding how to talk to customers Creating wonderful experiences as part of the wider marketing strategy Identifying and correcting the pain points throughout the customer journey Using mobile as the unifying force to communicate with customers in real time Finding a place in the customer journey for mobile aps and beacon technology for location based marketing in real time
- 2. Chris Pile Head of Digital and Creative, NEC Group
- 3. Contents • A bit about me • How to spend £26m • The Customer Delight Programme • Making digital and physical sing and dance together • What next? • Questions
- 9. 1.Just ask 2.Customer surprise 3.Sense of theatre 4.Customer interaction 5.Smart communications 6.Future Vending
- 14. •Queue intervention •Social / engagement •Information •Reliving the experience Top Customer needs and wants
- 15. What’s at play in the journey? !
- 16. !
- 18. pre-event excitement ticket purchase initial inspiration seamless customer journey on the night togetherness Functional Emotional
- 19. To help enable a seamless customer journey from initial inspiration through to ticket purchase; then from pre-event excitement to on the night togetherness. seamless customer journey initial inspiration ticket purchase; pre-event excitement on the night togetherness.
- 21. What digital tools do we have at our disposal?
- 30. !
- 31. To help enable a seamless customer journey from initial inspiration through to ticket purchase; then from pre-event excitement to on the night togetherness.
- 32. 1.Just ask 2.Customer surprise 3.Sense of theatre 4.Customer interaction 5.Smart communications 6.Future Vending
- 37. What we're going to try and do next
Editor's Notes
- Stats Visitor numbers Cost of development
- Just ask - Dave and Dan B, front and backlog house staff, training, livery, angels Customer surprise - Neil J, gifts, random acts etc Sense of theatre - Al G and Andy H, multi sensory experience, screens etc, facade, needles, celebratory and nostalgia and history Customer interaction - lorriane and CC, wifi, tweet boards, Instagram, personalised experience (entry, retail, interaction Smart communications - CP and Tony, way finding, ticketing, catering, communications, retail. TTF, Amadeus, Gareth and Rachel, Steve Walton, SW / CC Future Vending - Nick and Lorraine, merchant, F&B, contactless,
- Our business is all about live events - in the moment, hairs on the back of your neck, once in a lifetime, unforgettable, live experiences. So how do we ensure our customers have a great experience before, during and after they get to the Barclaycard Arena? Enter stage-left, cross-platform marketing. The issue I ponder so regularly is not “how should digital replace the live event experience?”, but rather “where does digital exist and compliment the live experience? Let's face it, my team and I could create the greatest digital experience known to mankind, but when you're standing three rows away from an artist you've loved for years, you aren't looking for a great digital experience, you're in 'live' country and it's wonderfully loud and enthralling. What's more, as a lover of all things live, it would depress me greatly if during a soaring crescendo complete with lasers and face-melting pyrotechnics, someone was staring gog-eyed at their phone engrossed with something I'd created. Put simply, merging digital and live allows us to ensure our customers have a great experience before, during and after they’ve been in one of our venues. Business’ organisational structure – ops vs marketing
- Our business is all about live events - in the moment, hairs on the back of your neck, once in a lifetime, unforgettable, live experiences. So how do we ensure our customers have a great experience before, during and after they get to the Barclaycard Arena? Enter stage-left, cross-platform marketing. The issue I ponder so regularly is not “how should digital replace the live event experience?”, but rather “where does digital exist and compliment the live experience? Let's face it, my team and I could create the greatest digital experience known to mankind, but when you're standing three rows away from an artist you've loved for years, you aren't looking for a great digital experience, you're in 'live' country and it's wonderfully loud and enthralling. What's more, as a lover of all things live, it would depress me greatly if during a soaring crescendo complete with lasers and face-melting pyrotechnics, someone was staring gog-eyed at their phone engrossed with something I'd created. Put simply, merging digital and live allows us to ensure our customers have a great experience before, during and after they’ve been in one of our venues. Business’ organisational structure – ops vs marketing
- Just ask - Dave and Dan B, front and backlog house staff, training, livery, angels Customer surprise - Neil J, gifts, random acts etc Sense of theatre - Al G and Andy H, multi sensory experience, screens etc, facade, needles, celebratory and nostalgia and history Customer interaction - lorriane and CC, wifi, tweet boards, Instagram, personalised experience (entry, retail, interaction Smart communications - CP and Tony, way finding, ticketing, catering, communications, retail. TTF, Amadeus, Gareth and Rachel, Steve Walton, SW / CC Future Vending - Nick and Lorraine, merchant, F&B, contactless,