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Creating Unique Customer Experiences
The document outlines a presentation on creating unique customer experiences through strategic marketing operations, featuring speakers from PFL and Perkuto. Emphasizing the importance of personalized messaging and memorable experiences, it cites statistics that highlight the growing significance of customer experience as a brand differentiator. The presentation also details processes for implementing direct mail campaigns to enhance customer engagement and loyalty.
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Creating Unique Customer Experiences
- 1. CREATING UNIQUE CUSTOMEREXPERIENCES Speaker Jason Yarborough Director of Strategic Alliances PFL 1 Speaker Jason Raisleger Associate Consultant | Perkuto MCE Moderator Jordan Resnick Marketing Operations Manager | Perkuto MCE
- 2. HOUSEKEEPING ● Today’s presentation ○Use your chat box to submit questions ○ Q & A time at the end ● After the presentation ○ Recording of today’s presentation ○ Slides 2
- 3. We help leadingbrands orchestrate memorable customer experiences through flawless marketing operations. 40+ 1000+ London Pune Calgary Vancouver Denver San Diego Quebec Montreal Ottawa Toronto Washington Atlanta
- 4. 4 OUR SPEAKERS Jason Yarborough Directorof Strategic Alliances PFL Jason Raisleger Associate Consultant | Perkuto MCE I was an extra in Hunger Games. I like performing stand up comedy
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- 6. PFL A marketing technology companythat helps marketers cut through the digital clutter by delivering impactful and meaningful messages with Tactile Marketing automation. We do this by integrating with the systems and tools you already use from your marketing automation platform to your CRM, and make sending a postcard or multi-piece dimensional mailer as personalized and timely as digital marketing.
- 7. With over 20years of fulfillment history, our in-house facility is a one-stop-shop, giving you more control over your gifting options, inventory and shipping management.
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- 10. STATE OF CUSTOMEREXPERIENCES EXPERIENCE > ROI 86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations. (Forbes) By 2020, customer experience will overtake price and product as the key brand differentiator. (Walker Info) Customized messaging and a personalized customer experience ranked as the leading marketing priority for 46% of marketing execs worldwide. (eMarketer) Building loyalty with 5% more customers would lead to an increased average profit between 25% and 100% per customer. (Hissing Kitty) 44% of consumers would be willing to pay a premium price of 5% or more for a superior customer experience. (Gartner) 73% of consumers said they would expand their purchases with a vendor by 10% of more if the customer experience was superior. (Gartner)
- 11. BECOME MORE FOCUSED ONBEING MEMORABLE IF WE TURN OUR FOCUS TO BEING MEMORABLE, THROUGH EXPERIENCES, THE ROI WILL COME.
- 12. CUSTOMER EXPERIENCES WHATEXACTLY IS THAT? THE IMPRESSION YOU LEAVE WITH YOUR CUSTOMER, RESULTING IN HOW THEY THINK OF YOUR BRAND, ACROSS EVERY STAGE OF THE CUSTOMER JOURNEY.
- 13. WHY DOES THIS MATTER? CREATE STICKYCUSTOMERS
- 14. WHAT CONSTITUTES AS AN“EXPERIENCE”
- 15. PERSONALIZED ADDS VALUETELLS A STORY CREATES A JOURNEY EDUCATIONAL
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- 25. YOU GET RESULTS @ @ 8.7% 7.6% 6% 1% MULTI-CHANNEL MARKETING DIRECTMAIL AND EMAIL DIRECT MAIL ONLY EMAIL ONLY 20% ORCHESTRATED @
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- 27. Too often weget obsessed with acquiring new customers and forget to take care of the existing ones. YOU GET BRAND CHAMPIONS
- 28. IT’S AS EASYAS...
- 30. SETUP AND MEASURE DIRECTMAIL CAMPAIGNS 30
- 31. CREATING THE DIRECTMAIL CHANNEL ● Create a new channel ○ Use the “default” program type ○ Analytics Behavior should be “Normal (requires period cost”) ● Statuses ○ In Production ○ Shipped ○ Cancelled or Undeliverable ○ Delivered (success) 31
- 32. HOW IT WORKS ●Webhook is called in a flow step of a triggered smart campaign ● A custom object is created ● The custom object will be updated with statuses ● We will use smart campaigns to track 32
- 33. WELCOME ENGAGEMENT PROGRAM ●Scenario ○ You have a “Welcome” engagement program that is intended to nurture people new to your brand ○ You want to send direct mail to people with job titles of Director level and above ○ Once delivered, schedule a task for Business Development Representatives to follow up with the lead ○ Track the impact the direct mail piece had on generating opportunities, particularly closed/won 33
- 34. ADDING DIRECT MAILTO A STREAM ● The Direct Mail Program ○ Create a nested program (within the engagement program) using the Direct Mail channel ○ Will be sent by one of casts 34
- 35. REQUEST CAMPAIGN 35 ● SmartList ○ Member of Engagement Program is true (reference the Welcome engagement program ○ Job Title contains: CEO, VP, or Director ● Flow Step ○ Request the 01-mail requested campaign
- 36. CALLING THE WEBHOOK 36 ●Smart List ○ Campaign is Requested ● Flow Step ○ Call the Webhook ○ Change the program status to ‘In Production’
- 37. TRACKING THE SEND 37 ●Smart List ○ Tactile Marketing Automation Order is Updated where Status is shipped ● Flow Step ○ Change Program Status to Direct Mail > Shipped ○ After 10 days, send an alert to the Customer Care team for anyone who is not part of the Delivered smart campaign
- 38. UNDELIVERABLE 38 ● Smart List ○Tactile Marketing Automation Order is Updated where Status is Failed To Place Order, cancelled, or undeliverable ● Flow Step ○ Change Program Status to Direct Mail > Cancelled or Undeliverable ○ Send an alert to the Customer Care team
- 39. DELIVERY AND FOLLOWUP TASKS 39 ● Smart List ○ Tactile Marketing Automation Order is Updated where Status is delivered ● Flow Step ○ Change Program Status to Direct Mail > Delivered ○ Create an Interesting Moment ○ Create a task for the lead owner to follow up with the lead
- 40. REPORTING AND TRACKINGOPPORTUNITIES 40 ● Reports ○ Program Performance ○ Leads by Revenue Stage with a smart list to limit it to only people that have a Direct Mail program status of Delivered ○ Smart list to track opportunities of those that have received the Direct Mail
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- 42. REACTIVATION ENGAGEMENT PROGRAM ●Scenario ○ You have leads in your database that have not had any interaction activities (web, email, etc.) in the past year that you want to reactivate ○ You want to send these leads a postcard with a special offer that can be claimed by going to a landing page ○ Track the conversion rate of re-activated leads 42
- 43. REACTIVATION PROGRAM ● Assetsneeded ○ 1 landing page ○ 1 form ○ 4 smart campaigns ○ 2 reports 43
- 44. IDENTIFY YOUR DISENGAGEDAUDIENCE 44 ● Smart List ○ Criteria to identify disengaged leads ● Flow Step ○ Request the 01-send mail campaign
- 45. CALL THE WEBHOOK 45 ●Smart List ○ Campaign is Requested (from previous step) ● Flow Step ○ Call the webhook
- 46. TRACK WHEN THEPOSTCARD IS SENT 46 ● Smart List ○ Tactile Marketing Automation Order is Updated where Status is shipped ● Flow Step ○ Change Program Status to Direct Mail > Shipped
- 47. LEAD IS REACTIVATED 47 ●Smart List ○ Visits web page (landing page in the program) ○ Is a member of this reactivation program ● Flow Step ○ Mark as Direct Mail > Delivered (success)
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