Overview for entrepreneurs

1. Customer’s Strategies
Onboarding New Customers & Retaining Old Ones
CORFO
August 3rd 11.30 am
Moneda 921, 2do
By Adrian Campanelli
adrian.campanelli@gmail.com

2. Some Strategies for onboarding new customers and retaining old ones,
Tips to learn form your customers

3. Strategies:
Strategy (from Greek stratēgia, "art of a leader”) Is a high-
level plan to achieve goals under conditions of uncertainty.

4. Customer (Client):
Client, from Latin clientem or clinare meaning "to incline”
and is related to the emotive idea of closure
Customer: Clients who habitually return to a seller develop
customs that allow for regular, sustained commerce.

5. Tips:
Information of interest.. in a brief, concise and concerted
sentences, that everyone understands.
WIKYME
all by my self
at the end of the presentation...

6. Let`s see some
Some stories

7. You can focus in the virtue of a product, rather on the rational need
This suicide pills, comes in different flavors. This is blueberries.. try it!

9. GRATE OPPENING GRATE OPPENING
Is all about on doing what is expected, with sense, and doing wright

10. Is not only the correct action
...but in the right context and moment

11. The World has changed

12. ??Interactive
Massive comunication become dual way
TV
Prensa
Sponsor
Via
Publica
BTL
Ex
pos
NT
Pop
WM
mob
Radio
...Internet changes traditional media forever

13. Comunication System Model
Consumer Experience
field
Business Experience
field
Model of Shared experiences (Schramm y Roberts)
Medios
Mensaje
Noice
Feed-back
Emisor Codif. Decod
.
Responce
Receptor

14. Media/WEB/WAP
Interactive Communication Model
Media/WEB/WAP
Emisor Codif.
Receptor
Receptor
Receptor
Receptor
Noise
Feedback M
Feedback I
Decod Y
Mensaje
Mensaje
Mensaje
Future Self Regulated Ecosystem
Codif. Receptor
Decod X

15. Communications have shifted
The world is Quantic
A – Agencies
E – Business / Corps
T – Media TV-
R – Radio
P – Press
V –Add Publica, POP, Other
1.0 - Internet Tradicional

16. What happen with the Consumer?
...consumer rules more than ever

18. El Cliente Cambió
La tecnología le ha dado el Poder al Usuario
Now consumer has voice, and the power to compare, discover, comment.
Consumers Powered

19. Experience get more relevance
Is a requirment :
• Organization Cultural Shift, in
marketing, sells, serivces and
other areas, on the prosumer.
• Let`s think like the Customer
• Have all the org. the same view
The company objetives should
be aligned to understand its
customer

20. Good Experiencie -> Better Customers
CUSTOMER CORP
4
-2
3
2
-3 -3
2
-2
4
CONTACTO IVR EJECUTIVO BACK PAGO T ESPERA DESPACHO ENTREGA USO
PRODUCTO

21. Sucess predicted throug CX
CES (Customer Effort Score)
Measures how much effor a
customer is willing to do, in orther
to get something from you
CSAT (Customer Satisfaction)
Measure the Customer satisfaction
with the service given
(“…Customer is always right”)
NPS (Net Promoter Score)
Measure the Customer’s Loyalties
base in his will to recommend you.
THE BUY PREDICTIVITY
(predictive power for purshasing)
PRDICTIVE POWER FOR
INCREMENT USER SPENDING
(predictive power for increase spending)
harvard business review
HIGH
HIGHLOW
CES
CES
NPS
CSAT
CSAT
NPS
Best efectivness in
the CES is
overpass the NPS
and CSAT

22. interactive media is the place for brands

23. The game has change the rules

24. Brands is adapting to the new era

25. Evolution of the Massive Approach
Is related the way segmentation
(1880s–1920s) Unification or Mass Marketing: As transportation systems
improved, the economy became unified. Standardized, branded goods were
distributed at a national level. The Model T Ford
(1920s–1980s): Segmentation: As Market size increased, manufacturers
were able to produce different models pitched at different quality points to
meet the needs. Demographic, socio-economic and lifestyle factors.
(1980s - today): Hyper-segmentation: A shift towards the definition of ever
more narrow market segments. Technological advancements, especially in
the area of digital communications, allow marketers to communicate very
small groups.
***********
(Future): Real One 2 One: The personalized experience, Micro FABs, 3D
Printing, Time to Market Solutions.

26. Complex Multi-Level Business Models
The need to Maintain Brand Consistency and Value through stakeholders
Instemreidate WholesalerMarketer
AgencyBroker / Dealer
Marketer Recruiter Principal Owner
Primary
Independent Agents
Captive Agents
BusinessesConsumers
Prospects &
“Insured”
Financial Advisors
Prospect FAs Prospect
Broker / Dealer
Tertiary
Secondary

27. Sells keeps some basic rules

28. •
•
•
Lo
Lo
Lo
que
que
que
NO
NO
NO
se
se
se
Mide NO se puede Controlar
Controla no se puede Gestionar.
Gestiona no se puede Mejorar
The most important, is to make it measurable

29. The most important voice, is inside You:
Develop Your intuition; Knowledge is also driven by emotions

30. Segmentation Targeting Positioning
THE S-T-P Approach
• Select base for
segmentation
• Profile segments by
Characteristics
• Evaluate segments
attractiveness
• Select one or more
segments as
targets
• Develop position
for each segment
• Develop marketing
programs for each
segment

31. Evaluation Technics
Oportunity Benchmark Our Offer Competitor A Competitor B Competitor C
1. Is there a real Oportunity? Results Results Results Results
1.1 Does the prospect has a Proyect? Defined + No Defined -
1.2 How is his business profile? Strong + Week -
1.3 How is his finantial condition? Strong + Week -
1.4 Does it have a Budget? Yes + No -
1.5 Does it has a compelling event? Defined + No Defined -
2. Can we compete? Results Results Results Results
2.1 Do they have a decision criteria? Defined + No Defined -
2.2 Does our service solve their need? Good + Poor -
2.3 Does it need pre-sell and sell nurture? Low + High -
2.4 How is our current relationship? Strong + Week -
2.5 How strong is the value we add? Strong + Week -
3. Can we win? Parámetros Results Results Results Results
3.1 How is our support within the customer? Fuerte + Week -
3.2 How is our credibility in the Account? Fuerte + Week -
3.3 Do we fit their Culture? Bueno + Poor -
3.4 Do they have a casual way to take decisions? Defined + No Defined -
3.5 Does they thing and target market as we do? Fuerte + Week -
4. It's worth winning? Parámetros Results Results Results Results
4.1 Are the sell in short term? High + Low -
4.2 Are future sells comming? High + Low -
4.3 Are Gross Profit over our average? High + Low -
4.4 Wich is our risk index? Low + High -
4.5 Does it has an Strategic value? Yes + No -
Final Score
Our Decision GO NO GO
Triggers

32. The world is turning digital

33. Evaluate your Digital Ecosystem

34. Undestand the Digital Business Path

35. How is you Digital Ecosystem
Digital Countries Maturity Model

36. Hoy mature is your market
How Countries Scored on the Digtial Evolution Index (2017)

37. Digital Sells is Powerful

38. 2005 2013
Everybody is conected
and ready for action

39. This culture work for us

40. They are in the stratosphere
“You want to know who you really are? Then forget
about the mountains and museums. Have you had
your DNA sequenced? No?! What are you waiting
for? Go and do it today. And convince your
grandparents, parents, and siblings to have their
DNA sequenced too — their data is very valuable for
you. And have you heard about these wearable
biometric devices that measure your blood pressure
and heart rate twenty-four hours a day? Good — so
buy one of those, put it on and connect it to your
smartphone. And while you are shopping, buy a
mobile camera and microphone, record everything
you do, and put it online. And allow Google and
Facebook to read all your emails, monitor all your
Likes and clicks. If you do all that, then the great
algorithms of the Internet-of-All-Things will tell you
whom to marry, which career to pursue, and
whether to start a war.”

41. Tools relevant for your customers
In what channels could your customers contact you ?
A. Inbound phone
B. Web
C. Email
D. Snail mail
E. SMS
F. Chat
G. Mobile smart phone app
H. Web co-browse
I. Twitter
J. Facebook

42. Expected Customer interaction
2012
2020
20% 7% 65% 8%
Self
Service
Web Social Phone / IVR Chat
Fuente: Gartner,
2014
+50% +300% +150%
-64%
Digitales Chanels are becoming prefered options
30% 28% 22% 20%
Auto
Atención
Web
Social Phone/IVR Chat
20% 7% 65% 8%
3 Years
Self
Service
Web
Social Phone/IVRChat

43. Sales role turn into Marketing roles
Awareness Interés Consideración Intencion Evaluacion Buy
First time contact
in some
digital
channels

44. HQP
The new
paradigm based
in the customer
behavioeral and
personal
segmentation
IA, Automation,
Machine
learning,
maximize the
customer
journey and sell
process
More CX deliver with less
human interaction
The funnel from Marketing to Sales
Marketing side Commerce Side

45. Is the KPI in percentage at which every
sell process, forecast marketing and sells
team perform in every desired action
such as visiting the store, filling in a
contact form, visiting and choosing a
product in web site, or complete an
purchase order form any Channel.
Conversion Rate Optimization, looks at
ways to improve this KPIs
Is relative to industry, channel and Sell
strategy.
$
$ $ $ $ $ $ $ $ $ $ $ $ $
$ $ $ $ $ $ $
$
$
$
$
$
$
$
50%
40%
10%
5%
Conversion Rate

46. Conversion Rate Optimization
Descriptive
Analysis
Whats going on?
Prescriptive
Analysis
How to make it
happen?
Diagostics
Why is this
happening?
Predictive
Analysis
What does it
work?
TIME
VISITIS

47. Orchestration Test &
optimization
Cross Channel ReportingSegmentation/
personalization
Better
Engagement
Email
SMS
Social
Push Mobile
Display
Consitency best
performance
Grow haking
ROI
Conversion Rate Actions

48. TIME
VISITIS
Conversion Rate Optimization Tooling
ATTRACT
- Content
- Internet
- Keywords
- PPC
- Social
- Blog
CONVERT
- Call to action
- Target content
- Forms
- Omni channel
- MKt Automation
- Offering
CLOSE
- Personalization
- Lead Nurturing
- PPC
- CRM
- P2P
- Workflow
DELIGHT
- Social Media
- CX Orchestation
- IA profiling
- Workflow
- Profiling Work
STRANGERS VISITS LEADS CUSTOMERS PROMOTERS

49. Conversion Rate Optimization Metrics
TIME
VISITIS

50. The AI ecosystem for Marketing
REACH ACT CONVERT ENGAGE
TIME
CUSTOMERINTERACTIONS
VALUE
Machine learning
Propensity Model
AI Application
1
2
3
4 5
7
6
8
9
10
11
12 13
14
15
-
+
demand generation and
purchase Intent
1st Purchase Indecisive Customer Lapsed Customer
Loyal Customer
Repeat
Customer
1. Smart Content Curation
2. Programmatic Media
Bidding
3. AI generated Content
4. Voice Search
5. Propensity modelling
6. Ad Targeting
7. Predictive Analytics
8. Lead scoring
9. Dynamic pricing
10. Re-Targeting
11. Web & App
Personalization
12. Chat bots
13. Predictive customer
Services
14. Marketing
Automation
15. 1to1 Dynamic Omni-
Channel Communication

51. Customers must see One Conversation
•Customers want
service that is…
• Convenient
• Context-based
• Personal
•…regardless
of channel,
throughout
their entire
conversation.

52. Unique Conversation is Omni-Channel
Web
Contact Center
Mobile
In Person
Social
Navigation
Talk
Chat Questions
Verification
Expertise
Talk-Doubt
Opinion
Tweet

53. “Stop Trying to Delight Your Customers”
75,000 customers surveyed
• Loyalty driven by reducing
customer effort
• Loyalty negligibly affected by
exceeding expectations during service
• Customer Effort Score (CES) has
highest predictive power for Loyalty

54. MediumLow
Reach
Relevance
High
Everyone
Segments
Individual
Generalization
Segmentation
Personalization
Funnel optimization is personalization

55. Marketing & Sells Tips...

56. Understand that Smoke Sellers still exist..
make the difference

57. Understand each other

58. Understand yourself

59. Be direct

60. Tell a story

61. Have a sense of humor
No that much

62. Have a sense of humor with kindness

63. The company side

64. Emprase your
Clients & Customers

65. Have unique very valuable
product

66. Make them want it
every place

67. Selling is a personal thing

68. People, sells people
is as simple as..

69. People, read people

70. People, read people

71. I am so happy
to be with you
today...
I’m very important
person, I’m
uncomfortable in places
like this, and I have
exactly twenty minutes
to be with You.
Do not waste this opportunity
People, read people

72. Five tips on Body Language

73. Five tips on Body Language

74. ?
Five tips on Body Language

75. !
Five tips on Body Language

76. Five tips on Body Language

77. She is
alike my
aunt
Carol
Five tips on Body Language

78. Sales focus is about...

79. 360 Customer View

80. Ominchannel customer view

81. Permission Marketing

82. Micro Segmentation

83. Customer Experience

84. Big Data Strategy

85. known known known unknown unknownReports
Analytics
Machine
Learning
Characteristics
CUSTOMER
TYPES

86. Many Styles
for one ROLPLAY

87. Inventive

88. Creativity

89. Genius

90. Artist

91. Talented

92. Successful

93. it's even easy...

94. Key values
- Work your Attitude
- Manage Priorities (sence of urgency)
- Be Asertive (predictibilility)
- Develop Rescilence & Courage

95. Attitude
Been Positive:
Pacience, happy, open, friendly, perceptive, empathic,
perceptive, curious, honest, direct
Been Negative:
Arrogant, suspicious, angry, fearful, etc.

96. Happiness drives
good mood,
positive attitude,
and makes
memorable
Attitude
Comes from self confidence and
happines

97. “People wil forget what you say, what you did, but not what you make
them feel”
Carl Buechner
Attitude
is developed

100. Manage Priorities

101. Be Asertive

102. Resicilense and Courage

103. • Has a coherent body lenguage and speach
• Smile and look to the eyes
• Is spontaneous
• Has a right approach to the others space bubble
• Remember names
• Share good feelings
• Listen twice what speaks
• Negociate firmly
• Does not hesitat
The Positive Sellsman Behavior

104. Negociation
Understanding the Buyer Journey

105. The Buyer Journey
Identifying the buyer journey helps
us to know how decisions are
made, how complex the buying
process is, and how buyers behave
during the buying process.
Identifying the buyer decision helps
us to know why decisions are made,
why complex initiatives are
important, why compelling trigger
events matter, and what criteria's
do they use.

106. What are buyer triggers?
“A Trigger is an event that causes a buyer to have a
clear need, which usually converts into a sense of
purpose and urgency in their buying process.”

107. Why triggers?
Recognize who to target
Improve your messaging to those prospects
Qualifying who is really ready gives you the ability to help a
customer recognize when a trigger has happened
Create the trigger when you are nurturing leads...
•You hard disk fails, and you realize you need a better backup system
•You have a burglary, and realize you want a far better video security system
•Your company grows beyond a certain size, and your old manual HR systems can
no longer cope and crash
Examples

108. Our key buyers
“We just had a major escalation on social media and we did not
have the tools to react accurately.
We really need to look for a solution that gives us more insight
and control.”
“We just dropped 4 positions in the Customer Satisfaction index
for banking.
I need to up my game and get us back on track.”
“My IT budget has been cut again
I need to look at lowering my maintenance cost.”

109. What You need in tree steps
1. Identify the buyers that buy your solution
2. Identify the trigger that typically get them
into a serious buying mode (actively looking)
3. Create messaging and content for each
trigger

110. Build a Collaborative Relationship

111. – Create a comfortable environment
– Make a personal connection by bringing your personality
into the communication
– MUST have a genuine desire to serve
– Be present in the conversation
– Focused on a script or canned response
– Bring your personality into the dialogue while exercising questioning
and listening skills
– Invite two-way dialogue and listening well with validating
confirmation
Relationship Comes First, Task Second

112. Think to reach “a client”

114. Target: male + 50

115. Target 25<male

116. To him..
Develop personalization offers
allowing each client to have a unique experience.
Offer him the right product, in the right moment.
Focus is customer centric

117. Tools to do this
Map behavior patterns in order to create
personalization solutions through knowledge
Big
Data
Cloud
Computing
User
Experience
Recommendation
Systems

118. Big Data

119. Personalization & UX

121. Customer value an unique experience.
Desirves, the right product,
in the right moment, with a greate value

122. Thanks!
Question or comments?
by Adrian Campanelli
adrian.campanelli@gmail.com