SlideShare a Scribd company logo
1
Managing
CXM
10 practical
techniques
A webinar and briefing
for Adobe UK
Marketing Cloud
Dr Dave Chaffey
CEO: SmartInsights.com
Digital Marketing Advice
2
About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books
• Responsible for CXM at
SmartInsights.com -- a
marketing advice site
with Expert members in
over 50 countries using
our planning guides,
templates and online
courses to improve
results.
• Insights Director @
search conversion
agency ClickThrough
Marketing
3
4
What is Customer Experience
Management?
Source: As defined by Forrester in 2011
5
CXM = effective brand customer communications
“Right Touching” is:
A Multi-channel Communications Strategy
Customised for Individual Prospects and Customers
Which…
Delivers the Right Value Proposition
Accompanied by the Right Message
With the Right Tone
At the Right Time
With the Right Frequency and Interval
Using the Right Media / Communications channels
To achieve…
The right balance of value between both parties
Source: Dave Chaffey (2005, 2012):
Digital Marketing Strategy: Implementation and Practice
6
Do you have a person
or team RESPONSIBLE
FOR CXM?
 Vote!
7
Technique 1. Personas &
Customer journey mapping
Smart Insights Persona Toolkit
8
B2C Persona example
For each persona define preferences for:
 Platforms
(web, email, mobile)
 Platform usage (hours)
 Content consumption:
General site types &
category-specific
 Social media - content
creation & participation
 Search behaviour
 Trusted brands
www.dulux.co.ukSmart Insights Persona Toolkit :
See also Mental content model mapping technique
9
Technique 2: Define Brand OVP
10
11
Developing your brand personality?
 Personality is the unique, authentic, and talkable soul
of your brand that people can get passionate about.
 Personality is not just about what you stand for, but
how you choose to communicate it. It is also the way
to reconnect your customers, partners, employees,
and influencers to the soul of your brand in the new
social media era.
Source:
Tip: Refine how
content enhances
Personality and
supports brand
storytelling
12
13
Improving Reach
Key success factors
 Define success criteria
 Select appropriate mix
 Optimise most effective channels:
 Search marketing
 Outreach
 Social media marketing
14
Technique 3. Targeted lifecycle media
15
Example: Online value proposition:
Selection and Purchase value
16
Tip: Use paid and natural
Site links to explain
and persuade
17
Effectiveness (potential sales volume)
Investment(resourceneeded)
SEO
Long Tail
AdWords
Remarketing
Facebook
custom audiences
AdWords
Generic
Social
amplification
Media related
PR
Influencer
PR Integrated
content
campaigns
Blog
marketing
Sponsored
Tweets
Instagram
POE media targeting prioritisation
FBX
Retargeting
Facebook
Promoted Posts
LinkedIn
Promoted Posts
Tip: Review Display Network and
Remarketing options
AdWords
Tail
AdWords
PLA
AdWords
Mobile
(Enhanced campaigns)
SEO
Generic
Example: Review effectiveness for your sector
18
Increasing InterACTion
Key success factors
 Define key customer journeys for different platforms
 Use Analytics to improve effectiveness
 Select content to engage audience
 Manage creation and promotion
of content
19
Technique 4. Relevant Scent
 Vote!
20
How effective is your scent?
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example SCENT TRAILS
21
Sites focused on users’ top tasks
www.volkswagen.co.uk
www.barclaycard.co.uk
22
Technique 5: Strategic Content Marketing
http://bit.ly/smartercontent
23
Does your content engage and persuade?
24
Technique 6. Marketing Automation
Automated Email Sequences > Targeted > Behavioural
25
How sophisticated is
your email marketing?
Customers
Welcome
email
Behavioural
Cross sell
Regular
marketing
emails
Site
segmented
Activity
flagging
RFM
Predictive
Lapsed /
Churn
By product
Site down
apology
Birthday
/ Xmas
Emails
Repeat
abandoner
Future
Release
alert
Back in
stock alert
Lapsed
Activity
Non cross sell
Not returned
in 14 days
Not
re-purchased
in 14 days
Process
abandonment
X-sell
programme
By product
Newsletter
Not
transacted
By content
group visited
Content
triggers
Entry level
5 - 8 triggers
Medium level
17 – 30 triggers
Upper level
20 – 50 triggers
Nirvana
50 – 500 triggers
Nursery program
Site Activity programFull marketing email program
Customer service emails
Source:
26
Email 1: 45% Open
8.4% CTR
Email 2: 38% Open
3.5% CTR
Intent follow-up – click on Category
27
Increasing Conversion
Key success factors
 Create a CRO / optimisation process
 Understand multi-channel conversion
28
Technique 7. CRO
29
International CRO at ASOS.com
30
31
Technique 8. Smart Merchandising
32
Testing email offer in an abandoned
shopping cart email sequence
 1. Generic branded follow-up
email :
+10% conversion rate.
 2. Personalised remarketing
email with a promotional code
for a 5% discount time limited to
72 hours:
+100% conversion rate.
 3. Personalised remarketing
email with a promotional code
for a 5% discount time limited to
48 hours:
+200% conversion rate.
Source: Smart Insights case study
33
Improving Engagement
Key success factors
 Understanding the satisfaction gap
 Effective sharing through social media marketing
 Effective and efficient email marketing
34
Technique 9. Understanding loyalty drivers
35
Customer feedback tools
http://bit.ly/smartfeedback
HiPPO support tool = www.usertesting.com and www.whatusersdo.com
36
Technique 10.
Map your
customer
lifecycle
touchpoints
and
Optimise
:Halfords case study
37
Source: Philips presenting on PlantoEngage.com
38
Let’s Connect!
Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools
 Sample planning templates
 Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning
 7 Step Guides to all digital marketing
 Online courses
 DIY Planning and optimisation templates in
Word, Excel and Powerpoint
 www.smartinsights.com/membership/expert-
member-reasons
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
https://plus.google.com/+DaveChaffeyUK/

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CXM - 10 practical techniques

  • 1. 1 Managing CXM 10 practical techniques A webinar and briefing for Adobe UK Marketing Cloud Dr Dave Chaffey CEO: SmartInsights.com Digital Marketing Advice
  • 2. 2 About Dave Chaffey About Dave Chaffey • Author of 5 bestselling marketing books • Responsible for CXM at SmartInsights.com -- a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results. • Insights Director @ search conversion agency ClickThrough Marketing
  • 3. 3
  • 4. 4 What is Customer Experience Management? Source: As defined by Forrester in 2011
  • 5. 5 CXM = effective brand customer communications “Right Touching” is: A Multi-channel Communications Strategy Customised for Individual Prospects and Customers Which… Delivers the Right Value Proposition Accompanied by the Right Message With the Right Tone At the Right Time With the Right Frequency and Interval Using the Right Media / Communications channels To achieve… The right balance of value between both parties Source: Dave Chaffey (2005, 2012): Digital Marketing Strategy: Implementation and Practice
  • 6. 6 Do you have a person or team RESPONSIBLE FOR CXM?  Vote!
  • 7. 7 Technique 1. Personas & Customer journey mapping Smart Insights Persona Toolkit
  • 8. 8 B2C Persona example For each persona define preferences for:  Platforms (web, email, mobile)  Platform usage (hours)  Content consumption: General site types & category-specific  Social media - content creation & participation  Search behaviour  Trusted brands www.dulux.co.ukSmart Insights Persona Toolkit : See also Mental content model mapping technique
  • 10. 10
  • 11. 11 Developing your brand personality?  Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about.  Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era. Source: Tip: Refine how content enhances Personality and supports brand storytelling
  • 12. 12
  • 13. 13 Improving Reach Key success factors  Define success criteria  Select appropriate mix  Optimise most effective channels:  Search marketing  Outreach  Social media marketing
  • 14. 14 Technique 3. Targeted lifecycle media
  • 15. 15 Example: Online value proposition: Selection and Purchase value
  • 16. 16 Tip: Use paid and natural Site links to explain and persuade
  • 17. 17 Effectiveness (potential sales volume) Investment(resourceneeded) SEO Long Tail AdWords Remarketing Facebook custom audiences AdWords Generic Social amplification Media related PR Influencer PR Integrated content campaigns Blog marketing Sponsored Tweets Instagram POE media targeting prioritisation FBX Retargeting Facebook Promoted Posts LinkedIn Promoted Posts Tip: Review Display Network and Remarketing options AdWords Tail AdWords PLA AdWords Mobile (Enhanced campaigns) SEO Generic Example: Review effectiveness for your sector
  • 18. 18 Increasing InterACTion Key success factors  Define key customer journeys for different platforms  Use Analytics to improve effectiveness  Select content to engage audience  Manage creation and promotion of content
  • 19. 19 Technique 4. Relevant Scent  Vote!
  • 20. 20 How effective is your scent? WHY CHOOSE US? WHERE / HOW TO BUY? NEW CUSTOMER? <CUSTOMER-CENTRIC SERVICE NAMES> Example SCENT TRAILS
  • 21. 21 Sites focused on users’ top tasks www.volkswagen.co.uk www.barclaycard.co.uk
  • 22. 22 Technique 5: Strategic Content Marketing http://bit.ly/smartercontent
  • 23. 23 Does your content engage and persuade?
  • 24. 24 Technique 6. Marketing Automation Automated Email Sequences > Targeted > Behavioural
  • 25. 25 How sophisticated is your email marketing? Customers Welcome email Behavioural Cross sell Regular marketing emails Site segmented Activity flagging RFM Predictive Lapsed / Churn By product Site down apology Birthday / Xmas Emails Repeat abandoner Future Release alert Back in stock alert Lapsed Activity Non cross sell Not returned in 14 days Not re-purchased in 14 days Process abandonment X-sell programme By product Newsletter Not transacted By content group visited Content triggers Entry level 5 - 8 triggers Medium level 17 – 30 triggers Upper level 20 – 50 triggers Nirvana 50 – 500 triggers Nursery program Site Activity programFull marketing email program Customer service emails Source:
  • 26. 26 Email 1: 45% Open 8.4% CTR Email 2: 38% Open 3.5% CTR Intent follow-up – click on Category
  • 27. 27 Increasing Conversion Key success factors  Create a CRO / optimisation process  Understand multi-channel conversion
  • 30. 30
  • 31. 31 Technique 8. Smart Merchandising
  • 32. 32 Testing email offer in an abandoned shopping cart email sequence  1. Generic branded follow-up email : +10% conversion rate.  2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.  3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate. Source: Smart Insights case study
  • 33. 33 Improving Engagement Key success factors  Understanding the satisfaction gap  Effective sharing through social media marketing  Effective and efficient email marketing
  • 34. 34 Technique 9. Understanding loyalty drivers
  • 35. 35 Customer feedback tools http://bit.ly/smartfeedback HiPPO support tool = www.usertesting.com and www.whatusersdo.com
  • 37. 37 Source: Philips presenting on PlantoEngage.com
  • 38. 38 Let’s Connect! Questions & discussion welcome SmartInsights.com:: Plan | Manage | Optimize Free, Basic member tools  Sample planning templates  Planning infographics www.smartinsights.com/membership Premium, Expert member learning  7 Step Guides to all digital marketing  Online courses  DIY Planning and optimisation templates in Word, Excel and Powerpoint  www.smartinsights.com/membership/expert- member-reasons uk.linkedin.com/in/davechaffey www.facebook.com/davechaffey www.twitter.com/DaveChaffey https://plus.google.com/+DaveChaffeyUK/

Editor's Notes

  1. Fantastic interest in CXM – good to see = CXM matters
  2. Does this help?
  3. Brand storytelling - Integrated immersive Parallax campaign by Google – Multichannel promotion.
  4. Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  5. Customer Experience often starts here
  6. Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  7. If you had to choose one area of an Ecommerce site to start optimisation which would you choose:Home pageOn-site search engineCategory pagesProduct pagesBasket and checkout funnelLanding pages
  8. Superlative: Epic, awesome, nuclear content
  9. Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
  10. Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social