New Approach to Customer Experience Management CX Pilots
There are ways to lower risk, cost and speed of effectiveness in raising the Customer Experience bar in your organization. This is a focus on developing quick wins to get better #custexp outcomes in shorter time frames.
틱톡 글로벌 이용자수가 15억 명을 넘어섰습니다. (틱톡+더우인)
인스타그램과 유튜브 같은 기존 콘텐츠 플랫폼들 또한 숏폼 서비스를 강화하고 있습니다.
이제 숏폼은 Z세대의 전유물이 아닌, 모든 연령이 즐기는 주류 콘텐츠로 자리잡았습니다.
-
숏폼 마케팅의 중요성이 점점 커지고 있는 지금,
성공적인 숏폼 마케팅을 위해서는 어떤 콘텐츠 전략이 필요할까요?
숏폼 시장의 현황과 마케팅 전략, 전망을 알아봅니다.
UX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T LaiUX STRAT
"Shifting the Value of Experience: From Design to Strategy"
Dr. Hsien-Hui Tang
Tang UX Consultancy: Experience Strategy Expert
Michael T Lai
X Thinking University: Dean
Though it may go by different names - customer, user, or buyer’s journey - the goal is the same: to better understand the myriad interactions your potential customers and customers have with your brand. In this webinar, learn how to create an actionable map for your customers’ journey. Watch the on-demand presentation: http://www2.silvertech.com/webinar-how-to-map-the-customer-journey
<Market Issue>
- '짠테크' 소비자 공략을 위한 서비스 출시 활발
- 새벽배송에서 즉시배송으로 변화하는 배송 경쟁
- 건기식 규제 완화 움직임에 제품 출시 및 투자 확대
<Media News>
- 구글, 사용자가 원치 않는 '인앱 전면광고' 금지
- 메타, 음원을 활용한 수익 공유 서비스 출시
- NFT 작품 게시 기능을 전 세계로 확대하는 인스타그램
<New Media>
- 크리테오 TVAex
- 포인트 몬스터
„Customer Visit Management System®” is a revolutionary approach that focuses on all aspects of the customer visit and is tightly integrated with your processes and systems.
New Approach to Customer Experience Management CX Pilots
There are ways to lower risk, cost and speed of effectiveness in raising the Customer Experience bar in your organization. This is a focus on developing quick wins to get better #custexp outcomes in shorter time frames.
틱톡 글로벌 이용자수가 15억 명을 넘어섰습니다. (틱톡+더우인)
인스타그램과 유튜브 같은 기존 콘텐츠 플랫폼들 또한 숏폼 서비스를 강화하고 있습니다.
이제 숏폼은 Z세대의 전유물이 아닌, 모든 연령이 즐기는 주류 콘텐츠로 자리잡았습니다.
-
숏폼 마케팅의 중요성이 점점 커지고 있는 지금,
성공적인 숏폼 마케팅을 위해서는 어떤 콘텐츠 전략이 필요할까요?
숏폼 시장의 현황과 마케팅 전략, 전망을 알아봅니다.
UX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T LaiUX STRAT
"Shifting the Value of Experience: From Design to Strategy"
Dr. Hsien-Hui Tang
Tang UX Consultancy: Experience Strategy Expert
Michael T Lai
X Thinking University: Dean
Though it may go by different names - customer, user, or buyer’s journey - the goal is the same: to better understand the myriad interactions your potential customers and customers have with your brand. In this webinar, learn how to create an actionable map for your customers’ journey. Watch the on-demand presentation: http://www2.silvertech.com/webinar-how-to-map-the-customer-journey
<Market Issue>
- '짠테크' 소비자 공략을 위한 서비스 출시 활발
- 새벽배송에서 즉시배송으로 변화하는 배송 경쟁
- 건기식 규제 완화 움직임에 제품 출시 및 투자 확대
<Media News>
- 구글, 사용자가 원치 않는 '인앱 전면광고' 금지
- 메타, 음원을 활용한 수익 공유 서비스 출시
- NFT 작품 게시 기능을 전 세계로 확대하는 인스타그램
<New Media>
- 크리테오 TVAex
- 포인트 몬스터
„Customer Visit Management System®” is a revolutionary approach that focuses on all aspects of the customer visit and is tightly integrated with your processes and systems.
Voice and Tone: Creating content for humans (Kate Kiefer Lee)Kate Kiefer Lee
A brand’s voice stays the same from day to day, but its tone has to change all the time, depending on both the situation and the reader’s feelings. This talk focuses on articulating your brand’s personality and writing for emotional humans.
I use MailChimp as a case study to explain how we created VoiceandTone.com, an interactive voice and tone guide, and how it improved the company’s content and processes across departments.
I also share a few of my favorite voice and tone guides, as well as some examples of empathetic (and not so empathetic) content in action.
The Art of the Possible: Designing an Omni-channel Strategy OptusBusiness
Dr Catriona Wallace - Customer Experience Specialist
The current convergence and integration of customer experience channels and the increasing sophistication and use of multi-media channels and devices by consumers means the consumer landscape is changing rapidly.
Today, organisations are seeking to gain competitive advantage by creating a continually improving customer experience to improve loyalty and potentially reduce operational costs.
In this session Catriona will outline a company-wide approach to the design and development of an omni-channel customer experience strategy discussing the use of co-creation and design thinking techniques, big data analytics and modelling. Catriona will also explore the impact of this approach on an organisations culture and the importance of having a technology roadmap for the future.
The key to building a connection with your audience, and subsequently converting them into loyal customers, is to write in a way that resonates with them and allows them to understand your messages. Tone of voice guidelines will help you do this consistently across platforms, even when your content is produced by multiple writers.
These slides form both a guide to and template for creating your own brand tone of voice guide. You can give your completed guide to your in-house writers and any contract or freelance content writers and copywriters that you may hire.
Building A Customer Journey Map PowerPoint Presentation SlidesSlideTeam
Presenting this set of slides with name - Building A Customer Journey Map Powerpoint Presentation Slides. This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with seventeen slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Building A Customer Journey Map Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
[Market Issue]
- MZ 아트슈머 겨냥한 아트 마케팅 활발
- 영상 광고의 A to Z, 생성형 AI로 제작
[Media News]
- 메타, 생성형 AI 기반 광고 제작 도구 도입
- 글로벌 OTT 플랫폼 ‘스트림플레이션’ 시대
- 유튜브, 오는 11월부터 대대적인 광고 개편 돌입
[New Media]
- 투두메이트
- 요즘것들
- 식권대장
[Special Promotion]
- SNOW X 메조미디어 단독 패키지
Value Creation and Customer Experience Management in Mobile VAS for an Enhanc...Ali Saghaeian
Some of the topics covered in this slide deck:
Mapping the Customer Experience and creating Value
Customer experience as an ecosystem play
Top business and process challenges for customer experience programs
Deepen engagement over the lifecycle of the customer
Importance of Self Service in better customer experience
Objectives for Customer Experience Management (CEM)
Comparing Traditional Customer Service vs. Next Gen Proactive Support
[메조미디어 X CJ AI CENTER] AI를 통한 개인맞춤형 서비스 트렌드MezzoMedia
글로벌 컨설팅 회사 McKinsey&Company의 조사에 따르면
응답자의 76%가 '개인화된 브랜드에서 구매를 고려할 가능성이 더 높다'라고 응답했습니다.
-
소비자들의 취향은 날로 세분화되고 있고,
이를 충족시켜주는 기업과 브랜드가 소비자들에게 선택되는 것입니다.
그러므로 기업들은 소비자 한 명, 한 명의 취향과 관심사에
정확히 가닿기 위해 AI 기술 도입에 열을 올리고 있는데요.
-
CJ의 계열사인 메조미디어와 CJ AI CENTER가 공동 기획한 이번 리포트를 통해
엔터테인먼트(CGV), 광고/마케팅(CJ ONE), 이커머스(대한통운) 등
다양한 계열사에 적용된 AI CENTER의 사례들에 대해 알려드립니다.
Branding and communications workshop 2012Anna Quintero
These are the materials I used to lead a workshop with my friends at Androidzoom (now known as Appszoom). Here you'll find the quickest vision on what Marketing is, and then a deeper detail on branding and communications to foster business growth.
Venha descobrir como é praticado Technical Product Management no Nubank. Entenda porque criamos equipes que atendem a engenharia, e os desafios de gerenciar produtos de alta complexidade técnica.
Vamos compartilhar exemplos reais dos nossos times, práticas e ferramentas, ilustrando como é possível alinhar as necessidades técnicas e de negócio.
It's been six years since I wrote Content Strategy for the Web. Now, in 2015, the content strategy landscape is a much bigger, more complex place. How are companies keeping up with the crazy changes in content trends, technologies, and audience expectations? Here's what I'm seeing and how my own process has evolved.
Personalisation to improve customer experienceEpiserver
Personalisation uses the priceless information you gather about customers, both new and returning, to tailor content, information and offers. This session will look at how you can use personalisation to improve user experience and bring your segmentation strategy alive.
How prepared is your organization for the imminent loss of third-party data?
Are you ready for first-party data to take center stage in your marketing strategy?
Maybe you’re feeling unsure of how to use first-party data?
While cookies going away will reduce your access to third-party data, you can still strike the right balance with your acquisition strategies and provide your customers with personalized experiences.
Join our webinar to learn how to design a future-proof strategy that maximizes the potential of your first-party data in a cookieless world.
You'll discover:
- Why activating your first-party data is crucial in a cookieless world.
- How to leverage your first-party data in a future-proof way.
- How to build your organization's first-party data capabilities.
Vishal Maru, Vice President of Digital Solutions at iQuanti, will explain how enterprises can embrace the power of first-party data and better connect with their customers.
Most industries and organizations have still yet to fully utilize the power of first-party data in their strategies.
Learn how to create a personalized user experience, improve your retargeting strategy, identify patterns, and predict future trends to steer your organization toward more successful campaigns.
Contact Center of the Future: Smart, Selective Human Touch in the Digital Ageaccenture
Is your financial firm prepared to deploy a contact center of the future? In this new Accenture Distribution & Marketing presentation, we explore a customer strategy and contact center interaction design framework to address changing customer engagement preferences and technology advancements. Key to this strategy is balancing digital with the human touch. View the presentation to learn more or read our blog series on the topic: https://accntu.re/2vLYkiT
The consumer has been the king for quite a while now. Why then are organizations struggling to engage the consumer, personalize its offering and maximize the value that they can realize.
BRIDGEi2i presents a comprehensive, end to end Consumer Analytics solution that helps you know your consumer better, predict purchasing decisions and personalize recommendations
건강에 대한 관심이 젊은층까지 확산되며
MZ세대가 건강관리 시장의 큰손으로 부상했습니다.
-
계획적이고 부지런한 삶, 소위 '갓생'을 꿈꾸는 이들에게
건강관리란 자기개발이자 더 나은 삶을 위한 투자 활동입니다.
-
이러한 인식은 MZ세대만의 건강관리 방식으로 나타났는데요,
과연 이들의 건강관리는 기성세대와 어떻게 다를까요?
MZ세대 건강관리 행태와 트렌드, 그리고 전망을 담았습니다.
Here's a great customer journey map template to help customer success folks document, visualize and evaluate how they interact with customers. Here is a link to the supporting blog post that details how to use the template and explains some of the assumptions we made in creating the lifecycle stages, and categories = http://www.preact.com/blog/customer-journey-map-template
Mapping the customer experience: innovate using customer experience journey mapsJoyce Hostyn
Do you know what your organization looks like from your customer’s perspective? In the digital age, silos and organizational bureaucracy manifest themselves through your digital presence. You can bridge these silos and overcome a bureaucratic inside-out mindset by visualizing the customer (learner, elder, citizen, patient, employee) experience through a customer experience journey map that captures both actual and emotional aspects of the customer experience. Then, map in hand, you can use it to design great outside-in customer experiences for your organization.
Voice and Tone: Creating content for humans (Kate Kiefer Lee)Kate Kiefer Lee
A brand’s voice stays the same from day to day, but its tone has to change all the time, depending on both the situation and the reader’s feelings. This talk focuses on articulating your brand’s personality and writing for emotional humans.
I use MailChimp as a case study to explain how we created VoiceandTone.com, an interactive voice and tone guide, and how it improved the company’s content and processes across departments.
I also share a few of my favorite voice and tone guides, as well as some examples of empathetic (and not so empathetic) content in action.
The Art of the Possible: Designing an Omni-channel Strategy OptusBusiness
Dr Catriona Wallace - Customer Experience Specialist
The current convergence and integration of customer experience channels and the increasing sophistication and use of multi-media channels and devices by consumers means the consumer landscape is changing rapidly.
Today, organisations are seeking to gain competitive advantage by creating a continually improving customer experience to improve loyalty and potentially reduce operational costs.
In this session Catriona will outline a company-wide approach to the design and development of an omni-channel customer experience strategy discussing the use of co-creation and design thinking techniques, big data analytics and modelling. Catriona will also explore the impact of this approach on an organisations culture and the importance of having a technology roadmap for the future.
The key to building a connection with your audience, and subsequently converting them into loyal customers, is to write in a way that resonates with them and allows them to understand your messages. Tone of voice guidelines will help you do this consistently across platforms, even when your content is produced by multiple writers.
These slides form both a guide to and template for creating your own brand tone of voice guide. You can give your completed guide to your in-house writers and any contract or freelance content writers and copywriters that you may hire.
Building A Customer Journey Map PowerPoint Presentation SlidesSlideTeam
Presenting this set of slides with name - Building A Customer Journey Map Powerpoint Presentation Slides. This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with seventeen slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Building A Customer Journey Map Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
[Market Issue]
- MZ 아트슈머 겨냥한 아트 마케팅 활발
- 영상 광고의 A to Z, 생성형 AI로 제작
[Media News]
- 메타, 생성형 AI 기반 광고 제작 도구 도입
- 글로벌 OTT 플랫폼 ‘스트림플레이션’ 시대
- 유튜브, 오는 11월부터 대대적인 광고 개편 돌입
[New Media]
- 투두메이트
- 요즘것들
- 식권대장
[Special Promotion]
- SNOW X 메조미디어 단독 패키지
Value Creation and Customer Experience Management in Mobile VAS for an Enhanc...Ali Saghaeian
Some of the topics covered in this slide deck:
Mapping the Customer Experience and creating Value
Customer experience as an ecosystem play
Top business and process challenges for customer experience programs
Deepen engagement over the lifecycle of the customer
Importance of Self Service in better customer experience
Objectives for Customer Experience Management (CEM)
Comparing Traditional Customer Service vs. Next Gen Proactive Support
[메조미디어 X CJ AI CENTER] AI를 통한 개인맞춤형 서비스 트렌드MezzoMedia
글로벌 컨설팅 회사 McKinsey&Company의 조사에 따르면
응답자의 76%가 '개인화된 브랜드에서 구매를 고려할 가능성이 더 높다'라고 응답했습니다.
-
소비자들의 취향은 날로 세분화되고 있고,
이를 충족시켜주는 기업과 브랜드가 소비자들에게 선택되는 것입니다.
그러므로 기업들은 소비자 한 명, 한 명의 취향과 관심사에
정확히 가닿기 위해 AI 기술 도입에 열을 올리고 있는데요.
-
CJ의 계열사인 메조미디어와 CJ AI CENTER가 공동 기획한 이번 리포트를 통해
엔터테인먼트(CGV), 광고/마케팅(CJ ONE), 이커머스(대한통운) 등
다양한 계열사에 적용된 AI CENTER의 사례들에 대해 알려드립니다.
Branding and communications workshop 2012Anna Quintero
These are the materials I used to lead a workshop with my friends at Androidzoom (now known as Appszoom). Here you'll find the quickest vision on what Marketing is, and then a deeper detail on branding and communications to foster business growth.
Venha descobrir como é praticado Technical Product Management no Nubank. Entenda porque criamos equipes que atendem a engenharia, e os desafios de gerenciar produtos de alta complexidade técnica.
Vamos compartilhar exemplos reais dos nossos times, práticas e ferramentas, ilustrando como é possível alinhar as necessidades técnicas e de negócio.
It's been six years since I wrote Content Strategy for the Web. Now, in 2015, the content strategy landscape is a much bigger, more complex place. How are companies keeping up with the crazy changes in content trends, technologies, and audience expectations? Here's what I'm seeing and how my own process has evolved.
Personalisation to improve customer experienceEpiserver
Personalisation uses the priceless information you gather about customers, both new and returning, to tailor content, information and offers. This session will look at how you can use personalisation to improve user experience and bring your segmentation strategy alive.
How prepared is your organization for the imminent loss of third-party data?
Are you ready for first-party data to take center stage in your marketing strategy?
Maybe you’re feeling unsure of how to use first-party data?
While cookies going away will reduce your access to third-party data, you can still strike the right balance with your acquisition strategies and provide your customers with personalized experiences.
Join our webinar to learn how to design a future-proof strategy that maximizes the potential of your first-party data in a cookieless world.
You'll discover:
- Why activating your first-party data is crucial in a cookieless world.
- How to leverage your first-party data in a future-proof way.
- How to build your organization's first-party data capabilities.
Vishal Maru, Vice President of Digital Solutions at iQuanti, will explain how enterprises can embrace the power of first-party data and better connect with their customers.
Most industries and organizations have still yet to fully utilize the power of first-party data in their strategies.
Learn how to create a personalized user experience, improve your retargeting strategy, identify patterns, and predict future trends to steer your organization toward more successful campaigns.
Contact Center of the Future: Smart, Selective Human Touch in the Digital Ageaccenture
Is your financial firm prepared to deploy a contact center of the future? In this new Accenture Distribution & Marketing presentation, we explore a customer strategy and contact center interaction design framework to address changing customer engagement preferences and technology advancements. Key to this strategy is balancing digital with the human touch. View the presentation to learn more or read our blog series on the topic: https://accntu.re/2vLYkiT
The consumer has been the king for quite a while now. Why then are organizations struggling to engage the consumer, personalize its offering and maximize the value that they can realize.
BRIDGEi2i presents a comprehensive, end to end Consumer Analytics solution that helps you know your consumer better, predict purchasing decisions and personalize recommendations
건강에 대한 관심이 젊은층까지 확산되며
MZ세대가 건강관리 시장의 큰손으로 부상했습니다.
-
계획적이고 부지런한 삶, 소위 '갓생'을 꿈꾸는 이들에게
건강관리란 자기개발이자 더 나은 삶을 위한 투자 활동입니다.
-
이러한 인식은 MZ세대만의 건강관리 방식으로 나타났는데요,
과연 이들의 건강관리는 기성세대와 어떻게 다를까요?
MZ세대 건강관리 행태와 트렌드, 그리고 전망을 담았습니다.
Here's a great customer journey map template to help customer success folks document, visualize and evaluate how they interact with customers. Here is a link to the supporting blog post that details how to use the template and explains some of the assumptions we made in creating the lifecycle stages, and categories = http://www.preact.com/blog/customer-journey-map-template
Mapping the customer experience: innovate using customer experience journey mapsJoyce Hostyn
Do you know what your organization looks like from your customer’s perspective? In the digital age, silos and organizational bureaucracy manifest themselves through your digital presence. You can bridge these silos and overcome a bureaucratic inside-out mindset by visualizing the customer (learner, elder, citizen, patient, employee) experience through a customer experience journey map that captures both actual and emotional aspects of the customer experience. Then, map in hand, you can use it to design great outside-in customer experiences for your organization.
These are the slides for the presentation that I delivered at the "2nd Successful Eshop" seminar organised by Found.ation and Microsoft in November 2015.
The Digital Customer Journey is the Customer Experience through the online media perspective that combines many media (Facebook, Email, Social, YouTube, Search, Forums, Blogs etc) that complicates the traditional (pre-digital) Customer Experience Journey.
Artificial intelligence (AI) is everywhere, promising self-driving cars, medical breakthroughs, and new ways of working. But how do you separate hype from reality? How can your company apply AI to solve real business problems?
Here’s what AI learnings your business should keep in mind for 2017.
Understanding who you are speaking to and how you want to speak to them in an omni-channel era. This is how we plan our Magento and WordPress builds so they mesh in with marketing.
nascom.be - user based digital content marketing strategy flowNascom
This is a digital content marketing strategy flow: the strategy & different steps to a successful implementation of a digital roadmap into your company.
This talk covers mobile conversion rate, customer analysis, user interface and design. In addition it also provides guidelines in developing personae for mobile store or mobile app to create more personalised customer experiences.
Big Data Analytics 2: Leveraging Customer Behavior to Enhance Relevancy in Pe...MongoDB
This session covers how to capture and analyize customer behavior to create more relevent contexts for customers. We will cover how to use your current BI features, and more importantly, how newer technologies approach the challenge. You will walk away with a good idea on how to build and drive even more contextually relevant experiences to customers for even more successful engagements.
New Rules for B2B Website Personalization & PerformanceOptimizely
Key takeaways:
- Best Practices for B2B personalization
- How to build an Account-Based Marketing personalization strategy for your website
- Benchmarks for success from some of today's leading ABM marketers
Introduce the concepts and value of the content inventory and audit and get practical,
tactical tools and experience in conducting an audit, extracting insights, and
presenting the findings.
Content Strategy for the Customer Journey: Personalization Done Right Confab ...Kevin Nichols
Content Strategy for the Customer Journey: Personalization Done Right
"Personalized Content." "Right Content, Right User, Right Time." "Contextual and Intelligent Content."
These concepts are only realized fully through a customer journey—and the formulation of a content journey around that experience. But how do you actually structure a customer's content experience in a way that captures all necessary channels and interactions? Attend this session to hear how SapientNitro has answered these questions to achieve successful personalization:
What are the various touch points in a typical customer journey for web, mobile, in-store, and post-purchase channels?
What is a fully personalized experience, and why is it only effective if it includes what happens in one-on-one (offline) human interaction?
What approaches are necessary for each: smartphone, tablet, in-store, website?
How can you best position content across multiple channels to meet the requirements and needs of the entire customer journey?
How do you future-proof, and which metrics are best to do so?
Content Strategy for Omnichannel by Rebecca Schneider and Kevin P Nichols 201...Kevin Nichols
Content Strategy for Omnichannel - keynote at Content Strategy Applied. Best practices for developing a content strategy for Omnichannel, with definitions, review of customer engagement model, multichannel considerations, content lifecycle considerations, how to sell it into an organization and Omnichannel performance metrics to measure.
To be successful in content marketing you need a strategic approach, you need buy-in from above and below to apply a successful content transformation. This will show you how to apply a strategic content marketing approach to your company to ensure you are maximising the opportunities to reach the right audience at the right time. This methodology is for small, to SMB to enterprise level business.
Live Webinar: Taming the Financial Content BeastLinkedIn
In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it.
In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.
In response, financial brands have ramped up their investment in content marketing. However, many are still struggling to define how much content they should produce, in what formats and through which channels to activate it.
In attempting to ‘tame the content beast’, the solution is perhaps to anchor content back in the context of the customer journey. This process starts by mapping these journeys from awareness, through consideration and nurture to purchase – and beyond. These journey maps should then inform the choice of content format and activation channel, depending on the customer’s needs at each stage. This holistic view should also provide a more meaningful benchmark to assess Return on Investment.
How to integrate Channels, Content and Marketing around the customer - 'Creat...Rupali Krishna
'Creating An Integrated Marketing Communications Lifecycle' using Multi-Channel Marketing! How to Integrate Channels, Content And Marketing Around The Customer?
Customer Centricity is a Key!
What Content Marketing Is All About And Why It MattersBuiltvisible
An introduction to content marketing, with everything you need to get started. Learn how to research your audience, find out what they need, and then execute a campaign to maximise your brand exposure.
Case Study: Content Strategy for Enterprise Software Development HouseNicola Ray
This case study talks about how Modern helped one of our customers map, adapt and shatter their content in order to more effectively distribute the relevant content to the relevant stakeholders.
Discover the latest tools, technologies and trends shaping content strategy for forward-thinking marketers in 2023 and beyond! You'll find out which tools & technologies are right for your company...right now. You'll find out which influencers and thought leaders you need to connect with to expand your own influence. You'll see exactly what types of content you should be producing right now...and why.
Introduction to baba's methodological approach, tools, case histories, clients
4 research drivers: People & Brands, Digital research, Culture Driven Innovation, Brand Development.
Similar to Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin Nichols (20)
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
2. 2
1. Introduction
2. Definitions of omnichannel and
personalization
3. Personalization Strategy
4. Content considerations
5. Content metrics to measure
3. 3
KEVIN P. NICHOLS
Director, Global Practice Lead, Content
Strategy, SapientNitro
18 Years experience in the Digital and
Interactive Industry and 15 years specific to
Content
Dozens of Fortune 100 clients over the
years
Key Clients: MIT OpenCourseware, Hewlett
Packard, Sprint, Intel
6. 6
CONTENT
Content is information that is recorded.
http://en.wikipedia.org/wiki/File:Papyrus_Ani_curs_hiero.jp
Examples:
Hieroglyphics
Gutenberg‟s moveable type content
http://en.wikipedia.org/wiki/File:Gutenberg_Bible,_Lenox_
Copy,_New_York_Public_Library,_2009._Pic_01.jpg
First recorded sound
http://upload.wikimedia.org/wikipedia/commons/1/1b/Fran
ces_Densmore_recording_Mountain_Chief2.jpg
Motion pictures
http://upload.wikimedia.org/wikipedia/commons/f/fa/Chapli
n_A_Dogs_Life.jpg
Newspaper
http://upload.wikimedia.org/wikipedia/commons/7/75/NYTi
mes-Page1-11-11-1918.jpg
Any digital information
http://upload.wikimedia.org/wikipedia/commons/0/0f/MacB
ook_Air_black.jpg
7. 7
CONTENT STRATEGY
Determines which stories need to be communicated
to whom and how to use the technologies and
structures before us to do so.
http://en.wikipedia.org/wiki/File:PazuzuDemonAssyria1stMilleniumBCE.jpg
8. An omnichannel approach empowers you
to create robust personalized
experiences. This ensures your content
solutions have a longer shelf-life and
extended reach.
9. 9
To deliver fully-realized personalized experiences we must
first understand the concept of omnichannel.
Customer experience principles with
channel engagement
To understand how to create content for personalized experiences, we must first understand a few principles
about how a customer experiences content.
• To the customer, all content is brand content, whether it is content for supporting a product, content on a
package, content from an email that contains coupons or editorial stories about a product on a website.
• The customer requires specific content for each channel with which she interacts, and her ideal
experience is not isolated from one channel to the next.
10. 10
Started with a good story and figured out how to tell
it through each of the mediums she chose.
Perfect balance of content between mediums:
• TV show referenced cookbooks, magazine
referenced both, fully realized it in multi- and
digital media
• Exclusive content specific to each channel
Synergized content experiences:
• Stories told that appealed to lifestyle
• Connected one channel to the next
MULTICHANNEL
STORY TELLING
Courtesy Life with Cats. Karen Harrison Binette, 2011.
http://www.lifewithcats.tv/
11. 11
OMNICHANNEL DEFINED
Omnichannel provides content at every
customer channel and considers time, manner
and place.
• It encapsulates analog, digital, in-store and
person to person interaction.
• It captures the entire end-to-end customer
experience.
This means that all content represents brand
and that all content is an asset, which makes
it an investment with measurable return.
Customer
Omni-
Experience
Ad leads to
Web
Web yields
Profile
Profile leads
to store
Store leads
to purchase
product
Product
leads to
sharing on
social and
registration
Registration
leads to
email notices
Emails lead
to additional
purchases
Calls to
customer
support are
personalized
12. 12
Desktop Mobile Tablet In Store Publications TV/Radio
Product
Packaging
Customer
Support
Ecommerce
Customer Profile
Product and Service Content
Social Media Opportunities
Advertising and media
Sales’ Support and Tools
Apps
Personalization
Customer Profile
Email
OMNICHANNEL STRATEGIC FRAMEWORK
13. 13
PERSONALIZATION
DEFINED
Personalization is delivering content to an end-
user based on a specific context. It considers
one or many of the following:
• Who that user is
• Her online behavior
• Where she is consuming content
• When she accesses content
• What she uses to access content or the
channel
• Why she is accessing content or the task(s)
she is trying to accomplish
Courtesy Clever Cupcakes
http://www.flickr.com/photos/clevercupcakes/
14. 14
PERSONALIZATION
To enable personalization in the content
experience, logic is built into a content model to
serve up content based on a specific context.
Personalization can be active when a user:
• Responds to what she sees, such as ranking
content or her experience
• Answers a question
• Completes a profile
Or Passive when content is served to a user
based on her actions:
• Product recommendations are made based
on what she shows an interest in during her
journey
• Tailored content based on clickstream
Courtesy Anders Sandberg
http://www.flickr.com/photos/arenamontanus/
15. 15
ASPECTS OF PERSONALIZATION
Targeted offers
Intelligent
Customer
segments
Business Rules
Contextual Ads
Ad Server
Relevant
Guided Selling
Recommendations
Personas
Targeted Messaging
Targeted Content
User Generated Content
Cross-Sell
Intent-Based search Up-Sell and
Cross-sell
User Profile
Counter Offer
Need Based Shopping
Social Marketing Behavioral Targeting
Social and interests Profile
Location/Proximity
16. 16
BUILDING BLOCK TO
PERSONALIZATION
The key building blocks are:
• Customer segments: Quantitative analysis of
customers based on trends and demographics.
• Customer personas: Clusters or groupings of
customers based on behaviors and how they act,
e.g., „Sarah the Surgical Shopper‟.
• Customer journeys: End-to-end journeys of a
customer based on specific needs that detail the
customer lifecycle in relation to the brand.
Courtesy watdoenwijmetnl
http://www.flickr.com/photos/technology/
17. 17
BUILDING FOR EXPERIENCE
The customer does not experience the
brand in one channel:
• Build out personalization that considers
entire customer experience.
• Create a content model that considers the
entire customer lifecycle, even if it lives in
one channel.
• Create a modular approach to content that
scales to scales to future omnichannel
experiences
Courtesy Christian M Lau
http://www.flickr.com/photos/christianmlau/
18. It’s a means, not an end
Part 2: Personalization as strategy
19. Personalization is not an ‘end state’ or
event, it is a strategy that starts with a
foundation; it is iterated upon
continuously based on customer behavior
and evolves over time.
20. 20
BUILDING A PERSONALIZATION STRATEGY –
GUIDING PRINCIPLES
Personalization requires the following:
• An organization to commit to resources to build content to support it and integrate and
implement the necessary technology capabilities to support it
• An understanding customers and their behaviors, thus these must be continually tested and
validated
• Changes with emerging technology
• A solid foundation; launch a foundational experience then test and validate it and determine
areas to optimize.
21. 21
BUILDING A PERSONALIZATION
STRATEGY
STEP ONE: Get stakeholders to understand that personalization is strategic and iterative. It starts with a very
basic foundation and builds a richer experience over time.
STEP TWO: Set expectations – personalization requires specific content, so the more personalization means
more new content to support it.
STEP THREE: Create baseline personas, segments and customer journeys and develop the initial phase of
your personalization strategy to target each area. Phase one should also be to test and validate each
persona and journey.
STEP FOUR: Develop areas of personalization per channel. Identify which channels to target, which
customer journeys per channel are necessary and which content must be served up to support each.
22. 22
BUILDING A PERSONALIZATION
STRATEGY
STEP FIVE: Identify which stories and content experiences to serve up per channel (for example, a person
who identifies that he is age 40 and has a great driving record could receive specific information around car
insurance that meets his needs).
STEP SIX: Identify success metrics and ensure that all areas have a testing strategy to validate.
STEP SEVEN: Build a taxonomy and metadata tagging strategy.
STEP EIGHT: Note that in the beginning the focus is on testing and validation of customer journey, user
behavior and the performance of content within each.
STEP NINE: Modify and enrich the content experience over time.
23. 23
PERSONALIZATION – ROADMAP EXAMPLE
Foundation EnrichmentEvolution
1. Full integration of personalization in all channels.
2. Continue to create immersive content around
personalization
3. Leverage new or emerging personalization
technologies and techniques
1. Identify initial personas and segments to target
per channel.
2. Establish which areas of content are necessary to
support each of the groups (what do we want to
serve up to each segment and persona and to
which degree? )
3. Establish the rules for serving up the content (if
User X indicates he is Y in user profile, then serve
up this content…)
4. Ensure taxonomy and controlled vocabularies are
accounted for and supported to enable
experience.
5. Develop all necessary content to support each
unique „flavor‟ of proposed personalization.
6. Rollout personalization based on foundational
criteria.
7. Ensure proper metrics to track user interaction
and behavior to it can be examined for future
optimization.
Launch 9 – 12 months post-launch 18+ months post-launch
1. Test existing personalization, running ongoing
metrics and audits to see how users are
interacting with the experience
2. Identify additional personalization areas, such as
enhanced cross-sell, upsell.
3. Test assumed customer journeys across
channels to ensure accuracy and optimize
content performance.
4. Roll-out enhanced personalization per channel.
25. Customer journeys are the power-horse
behind personalization. They provide
opportunities to personalize and clarify
which types of content are most effective.
26. 26
CUSTOMER JOURNEY SAMPLE
WWW.COMPANY.COM IN-STORE
She clicks the
module to view more
details. Michelle
saves product to her
“favorites” and
continues to browse
the product catalog.
As she approaches
her local store, she
receives a push
notification on her
phone, letting her know
about new accessories.
Entering the
store, Michelle is greeted
by Ken, a sales associate.
He has Michelle‟s
“favorites” ready for her to
view, which he pulled up
on his tablet.
Michelle has saved 6
products to her
“favorites.” Michelle
updates her customer
sends her “favorites” to
the nearest retail
location.
Using the sales
associate tablet, Ken
is able to pull up
Michelle‟s profile,
where he accesses
her store loyalty
coupons.
Michelle, an
existing
customer, receives
a text message
from retailer.
SMS
Mobile
Web
Desktop
Smartph
one
Tablet
Web
Tablet
App
TRIGGER POST - PURCHASEE
Michele has a question
regarding her product,
after she calls support,
they know her product
purchased and are able to
customize her experience.
Michele shares her
experience from an inset
in the product package
with others on FaceBook
about her superior
experience
Using her iPad, Michelle
visits .com to
look for new products.
She notices a module on
the homepage for a
featured product that is
her favorite brand.
As she adds to her
“favorites”, recomm
ended products
become even more
relevant.
27. 27
BUILDING OUT A
CUSTOMER JOURNEY
STEP ONE: List all user states and
channels, remembering „offline.‟
STEP TWO: If building one channel experience, consider
other channels as these influence single-channel content
STEP THREE: Create a list of customer needs: e.g.: buy a
product, research a topic, etc.
STEP FOUR: Complete end-to-end journey that captures
fulfilling a need.
STEP FIVE: Create an end-to-end customer scenario
around what customer would do to achieve needs and then
factor in post-purchase or post-conversion behavior
STEP SIX: Identify which types of content are necessary to
support each experience.
Courtesy gfpeck. Wes Peck.
http://www.flickr.com/photos/wespeck/
28. 28
BEST PRACTICES
1. For user states, create a list of different journeys for each persona:
• Anonymous: We know nothing about you
• Recognized: We recognize you but don‟t know you
• Known: We know who you are
• Influencer: We know you and you share your experience with others
• Repeat: You are an existing customer who continues to engage with us
2. Look at additional opportunities the customer would not see, and pepper them into the journey:
• Which cross-sell opportunities exist?
• Can personalized flyers or be provided product packaging?
• Are there opportunities for social media interaction?
• What types of events (sale, holiday, birthday) can trigger a personalized email?
3. Identify what happens within each channel and when a customer jumps from one channel to the next:
• What happens when Anisha goes from a TV ad to a desktop website to a mobile device app to a brick-and-mortar store to after
she purchases a product?
• Look at how her needs changes from each and what content she needs and expects within each.
31. 31
DETERMINING WHICH CONTENT TO SERVE
UP
1. As noted previously, first identify the personas, user-states and channels you want to consider.
2. Create a customer journey for each instance.
3. Map out scenarios based on needs and triggers (what do users need to accomplish and why?).
4. Develop content based on the above.
1. For the foundational experience (the first phase), make assumptions based on the data you have,
considering segmentation models, persona development, CRM data, customer support logs, etc.
2. For all of the following, you should be prepared to ensure that content and technology can support each.
32. 32
DETERMINING WHICH CONTENT TO SERVE UP
Persona User State Channel Use Case/Journey Content
Surgical Shopper Anonymous Website (Desktop)
Mobile (App)
Buy a Product – Step one
searches for product in
Google
Serve up product image that
she searches on in
homepage carousel once
she lands on site
Surgical Shopper Anonymous Website (Desktop)
Mobile (App)
Buy a Product – Step two
clicks on product in carousel
goes to product detail
Serve up cross-sell to
product, serve up exclusive
content to new buyer (e.g.,
coupon)
Surgical Shopper Anonymous Website (Desktop)
Mobile (App)
But a Product –Add to cart Recommend related item
Prompt for profile sign-up
33. 33
CHANNEL CONSIDERATIONS
Website (desktop) areas of focus:
• How does a user enter the site?
• If by search, are there ways to personalize her experience based on that keyword?
• If banner lead-in, can the same logic be utilized? For example, she searched for a cat toy, so surface up content where she
enters and follow her around the site specific to „cat toy,‟
• What is her behavior on the site – her end-to-end clickstream? For the journey, can specific areas be recommended on
each page or template to personalize content? Can content relevant to her needs and her persona be served up?
• Which editorial, lifestyle or non-product (but relevant) content might she want to see? What would lead her to
engagement?
• Where should she convert and what happens after she converts?
• If she can create a profile, what does she need to tell you about herself to create opportunities for content creation?
• Ensure the profile captures all relevant information to deliver a personalized experience.
• Go through an exercise that determines everything necessary to determine who she is and what would be valuable to know
about her (for example, for a major food services company, what are her dietary needs and what is her age, food preferences,
and health history?)
• Also ensure to capture future-state personalization areas that may not be part of the initial release to build a scalable user profile
template.
34. 34
CHANNEL CONSIDERATIONS
Social media
• Which content is she likely to share? Think about life-style trends such as „road warrior‟ or „foodie.‟
• What is important to her friends or social groups?
• What is important to life-style communities that would appeal to her?
• How many people are sharing that content and where are they sharing it?
• What social opportunities could you create for her to opt in?
35. 35
CHANNEL CONSIDERATIONS
Mobile
Are there geo-locational opportunities, such as sending text because she is in front of a store? Can you
create an opportunity for her opt-in to such offers?
How would she use a smart-phone in a store?
What does she or others like her do with apps?
How would she use social on apps and what opportunities exist?
Differentiate between tablet and smartphone with content, as each is its on unique entity.
A few mobile (smartphone) considerations*…
68 percent of mobile searches result in a map look up
61 percent of local mobile searches result in a phone call
59 percent of mobile users interact with businesses via social media regularly.
*Source for each point: http://www.mobilecommercedaily.com/4-myths-of-mobile-metrics
36. 36
CHANNEL CONSIDERATIONS
Email / SMS
What types of event-oriented email can be triggered?
Which types of confirmations can be offered?
Which types of email should be created for absentee customers?
Which types of appreciation emails should be granted?
Which content within event-triggered emails should be personalized?
Which types of texts could be opted in and what are the types of triggers for them that we should
consider? What types of content would be most useful for the user and her needs via sms?
37. 37
CHANNEL CONSIDERATIONS
In Store
• Is there a Kiosk for which she can interact, if so, can she sign-up for a profile? Are there built-in social
sharing opportunities?
• Are there QR scanning opportunities? If so, and if it is product-specific, can you prompt user profile
creation or login or tracking?
• If it is a specialty store or a store that delivers a specific service, does she have a profile, and if so, which
opportunities exist to provide her a personalized experience? Can the sales‟ associate create a profile for
her?
• Can the sales‟ associate know what she wants, her previous purchase behavior and/or her existing
services as soon as she gives him her name?
• Are there offers or coupons that require in-store validation?
38. 38
CHANNEL CONSIDERATIONS
Post-purchase support
Do you provide the necessary channels for support? For example, if her power goes out, do you provide mobile support
services via a mobile app that has her data?
If she calls support, can you customize the experience to meet her needs? E.g. We know you have this product, we
know you called before, etc.
Do you have content that is specific to her if she goes online via desktop that captures her profile information and
delivers her a personalized experience?
Considerations for in-store and post-purchase experience
Customer satisfaction comes mostly after a product is purchased
Considering that 80% customers couldn't care less if brands go away tomorrow, a strong focus on customer happiness
after they have purchased a product, is a powerful differentiator.
39. 39
CHANNEL CONSIDERATIONS
Packaging
If package is sent via mail, are there insets to deliver a personalized message?
If package is in-store, are there opt-ins to social sharing possibilities?
Can packaging be personalized for on-line delivery?
40. 40
CONTENT CONSIDERATIONS
Personalization is an investment in content, time, resources and technology.
Personalization is 100% dependent on the content to deliver the experience. Whether you launch a single channel or
complete omnichannel experience, you must have specific content for: each channel, personalized module within it, for
each customer need and persona.
Determine baselines and develop a realistic content editorial calendar to support the content necessary to support
personalization, noting resources, time and cost.
Although not covered in this presentation, metadata and controlled vocabularies require content to be created for tags
and terms. These tools are the „fuel‟ for personalization and are required components. They must factor into editorial
calendar and length of time for content to go-live for personalization
Create a nimble content lifecycle that can react to changes in customer behavior and serve up content accordingly
Be careful to avoid „big-brother syndrome,‟ and test your solutions with user surveys to ensure they are not „creepy.‟
Don‟t boil the ocean, start small and create a comprehensive content experience over time.
42. 42
CREATE JOURNEY AND CONTENT
Let’s review another customer journey to understand the complexity…
• Purchasing salad dressing
• Buying a pair of Levis
• Buying a Toyata Prius
43. 43
CUSTOMER JOURNEYS AND CONTENT SAMPLE
Let’s review another customer journey to understand the complexity…
• Anisha sees an organic herbicide product on America's Most Desperate Landscape on DYI TV Network.
• During the TV program, she grabs her iPad, does a search on Bing to find a home and garden shop in her area that sells the
product.
• On the top search result, she sees that the manufacturer has a page for the products. Curious, she clicks on the link.
• She finds a whole product suite on the Website, and sees „locate a store in your area‟ module on the page that displays a store
near her.
• She verifies on the Yelp link provided on the site that the store is reputable and notices extremely favorable reviews of the
specialty store and the product.
• She goes to the store, and when she tells the store about her Online experience, they offer her an immediate 10% discount on
all products within the organic line she seeks.
• Once home, she notices a coupon affixed to the herbicide which also contains information about participating in the company‟s
„help the earth‟ community.
• She signs up for a profile, which asks for FB, Twitter and phone number.
• She opts in for all three.
• She ‘likes’ the FB page, and when she becomes a fan on FB she sees an app that allows her to create a progress library. Every
week she invited to share a photo and track her "help the earth" contributions.
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CUSTOMER JOURNEY AND CONTENT SAMPLE
• While on the „help the earth‟ page, she sees an ad for birdseed and pet products. Her dog, Sparky, likes to chew
rawhide bones and she notices that one of the products uses free-range rawhide.
• She clicks the link that takes her back to the site and orders it online.
• Once she receives it in the mail, she gets another coupon for online for the store near her. She is so impressed she
shares the product with her friends on Facebook/Twitter (using the embedded share functionality) as she knows that
many of her friends have pets.
• She gets an email notice from the specialty store that sold her the initial product four weeks later for a coupon on
related products.
• She also notices a syndicated article about ticks and flees next time she goes to the Website.
• When she goes back to the store, she receives a text notice for an additional 20% off of purchases in the product line
with a personalized thank note for her loyalty.
45. 45
SAMPLE CUSTOMER JOURNEY FROM TEAM –
SALAD DRESSING SCENARIO
Authored by Content Strategy Workshop Team members:
Melissa Breker @melissabreker
Brian Halligan @brianhalligan
Laurence Dansokho @laurenceD
Ivette Dickinson @ividi
Shannon Emmerson @forgeandspark
Hilary Marsh @hilarymarsh
Boris is having his annual summer barbecue and wants to serve something that will impress his friends and top what he served last
year. On a trip to the grocery store to buy all the meat for the BBQ, there was a person offering samples of a new salad dressing
featuring chia seeds and a video at the checkout line showing an amazing salad, so Boris decided to make salad for the barbecue.
He had only a limited time to prepare for the barbecue and wanted something fancy, so he ran back to the aisle and bought the salad
dressing. There was a coupon on the bottle for 50¢ off the price of the dressing.
When he got home, he noticed a QR code on the bottle inviting him to participate in a contest: share his salad masterpiece with his
recipe. And it was a masterpiece, with sun-dried tomatoes, pine nuts, goat cheese, artichoke hearts – and, of course, the salad
dressing.
46. 46
SAMPLE CUSTOMER JOURNEY FROM TEAM –
SALAD DRESSING SCENARIO
The barbecue got rave reviews and his friends posted pictures on Facebook and Twitter. The women especially loved the salad, and
asked for the recipe. When his FB and Twitter friends ask for the recipe, he shares the name of the salad dressing, as well as a picture
of the label showing the nutritional ingredients.
The next time he visits Facebook, he sees an ad inviting him to like the salad dressing for an additional 50¢ off his next purchase.
The company also sends him a Twitter DM with a special offer.
The next time he goes to that grocery store, he checks the app and sees that there is a special product recommended for him from
that company, along with a coupon for the recommended product.
The next time he logs into Facebook, he sees a comment from the dressing company praising his salad and offering a link to tips and
recipes that are on the company’s food blog, as well as other uses for the dressing – marinade, dipping sauces, etc.
While watching Bobby Flay on the Food Network, he sees a commercial from the salad dressing company announcing a contest for a
group trip to Italy if people share their salad recipes.
47. 47
SAMPLE CUSTOMER JOURNEY FROM TEAM –
SALAD DRESSING SCENARIO
The contest has a crowd-sourced element, where the company chooses the finalists and then the ultimate winner is based on the
number of votes.
Boris posts on Facebook asking whether he should enter the contest and his friends enthusiastically say he should. He enters, finds
out that he is a finalist.
The company offers him tools for getting as many votes as possible – with incentives, where every share on Facebook is worth
additional votes. There is an extra incentive for contestants who post a video of them making their salad and tagging it with the
dressing name.
Soon, people he doesn’t even know are starting to vote for his salad. All told, Boris received 1,500 votes for his salad on Facebook,
and comments and shares on YouTube.
Every person who liked Boris’s salad on any network receives a coupon for the dressing from the company.
Boris wins the contest and wins the trip, and he and his friends post tons of pictures online and mention how he got to go to Italy. The
company shoots promotional videos of him and his friends and it becomes a successful campaign for them.
48. 48
SAMPLE CUSTOMER JOURNEY FROM TEAM –
JEANS SCENARIO
Authored by Content Strategy Workshops Team Members: = Amanda Bernard, Chris Macmillan, Paula Land, James Ingold, PG Bartlett,
Colleen Brown
Persona = Janie (aka Sissy) is a 16-year old girl who is a Taylor Swift fan.
Scenario = Janie goes to a Taylor Swift concert and sees Taylor wearing a pair of Levi’s that she wants to buy too.
Trigger = wants to emulate her favorite celebrity, Taylor Swift, who wears a specific type of Levi jeans
Levi’s sponsors the WiFi at the concert, there are banners by the stage, signs in the bathroom, and there is a QR code/URL for a
microsite where she can get a discount code for Levi’s on the back of Janie’s concert ticket. Janie scans the QR code and is taken to a
microsite featuring Taylor Swift and the jeans.
Microsite features the jeans with opportunity to buy online or at a store near her. The microsite detects her location automatically
and displays the Levi's stores in her area. Other CTAs on the microsite encourage Janie to provide her mobile number to get a discount
code by SMS and to share her Taylor Swift concert experience by uploading her photos from the Taylor Swift concert Instagram and
tag her photos as Taylor Swift.
49. 49
SAMPLE CUSTOMER JOURNEY FROM TEAM –
JEANS SCENARIO
Janie also has a lot of great photos from the concert so she clicks on the CTA and is taken to Instagram where she uploads and tags her
concert photos. Then she sees an ad on Instagram featuring Taylor Swift wearing the jeans. The ad leads to the microsite as well.
Janie decides to drive herself to the store. Inside the store she swipes a kiosk with her phone and immediately the sales associate
knows she’s there to buy the Taylor Swift Levi’s. Janie gives the sales associate her size, she tries on the jeans, and then buys the Levi’s
using the discount code on her phone. The sales associate let’s Janie know that if she gives Levi’s her email address then she will
receive emails with style guides, coupons, exclusive deals, and free music downloads for artists like Taylor Swift.
Post purchase, the sales associate gives Janie a postcard with a CTA to tell her friends about her purchase. If 3 of her friends also buy
the Levi’s then Janie gets a coupon for a free pair. Because Janie provided her email address, she also immediately gets an email alert
reminding her to share the code with her friends so she can get a free pair of Levi’s.
The sales associate also tells Janie about a social media contest that Levi’s is running. The social media campaign tag line is “Where do
you perform in your life wearing your Levi’s?”. Janie can upload photos of her and her friends wearing the Levi’s because the winners
get free jeans for a year or a chance to meet Taylor Swift at a photo shoot or a private concert. A reminder to participate in the social
media contest is also included in the email Janie received from Levi's (the email with the purchase code to give her friends).
50. Content metrics – the critical
component for personalization
success.
Part 5. Personalization
content metrics
51. Content metrics measure customer
behavior, how well content is
performing, and which areas of the
content to evolve. They close the loop for
evolving personalization.
52. 52
Most important metric is the clickstream (the
customer journey through site)
For example: Clearance Page > Men‟s Coats
> Shearling Coat > Add to Cart > Purchase
Completion
Other metrics:
Conversion rates
Length of visit per page
Depth of visit
Exit and bounce rates
Content usage (which content is
viewed, shared, downloaded, etc)
METRICS TO MEASURE
53. 53
Customer behavior via customer interaction history (profile or cookie-based)
Accessories for previously purchased item: bracelet charm
Similar products (artist, genre): music, books
Other metrics:
Top Keyword Searches
• “Clearance”
• “Earphones for iPod”
Photo from
Pandora
METRICS TO MEASURE
54. 54
Customer choices
Purchased product, such as a product as part of series: Game of Thrones
Season 1, Season 2 to be released, etc.
Cart abandonment
Conversion points (where and when did the customer convert)
Number of times visiting channel before conversion
Other metrics
Site registration
Register for special content: Whitepaper
Viewed Product Information
Product/Brand Blitz: Car Promotion Microsite
Find a copy of many more metrics from Rebecca Schneider and Kevin Nichols:
http://ideaengineers.sapient.com/events/idea-engineer-exchange-webinar-series-2/
METRICS TO MEASURE