Your customers have transitioned from tethered and tolerant to mobile and multitasking. To meet customers’ ever-growing expectations, you must ensure their experiences are pain-free by delivering proactive and engaging interactions across the entire customer journey. During this webinar, Engaging the Digital Customer: Experiences that Drive Revenue and Loyalty, industry analyst Paul Greenberg will discuss ways to increase customer value, including: * Understanding how and when to interact with customers * Considerations for systems of engagement * Role of proactive engagement to drive revenue * Detailed use case from strategy to implementation

1. 1 | Our greatest thrill is to connect you with your customers
ENGAGING THE DIGITAL CUSTOMER
WITH PAUL GREENBERG
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2. 2 | Our greatest thrill is to connect you with your customers
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THANK YOU FOR JOINING
Speaker
Paul Greenberg,
President,
The 56 Group, LLC

3. Customer
Engagement: 2014
and beyond
CRM in an era of digital
transformation

4. An era of digital transformation begins.
As era of social customer
ends.

5. Impacts all
institutions.
Business among
them.
Digital communications revolution

6. How we create, distribute,
consume information has
been irrevocably changed
Information is transformed

7. “What is transpiring is
momentous, nothing less than
the planet wiring itself a new
nervous system.
If your organization is not linked
into this nervous system, you will
be hard pressed to participate in
the planet’s future...”Geoffrey Moore
Author, Crossing The Chasm
“Amidst the texting and the
Twittering and Facebooking of a
generation of digital natives, the
fundamentals of next generation
communication and collaboration
are being worked out.”

8. The digital customer

9. Who is the digital customer?
Savvy using social channels.
Trusts differently than used to.
Communicates with peers.
61% find peers most trusted source [Edelman 2013 Trust Barometer]
Communicates with companies.
Gets what they want.
20% use Twitter for customer service [Colloquy]
Social. Mobile. Local. Omnichannel.
Expects immediate response. Or nearly so.
Expects information available nearly instantly when
searching.
Increases velocity of consumerization of work.
Active participants in affecting change by using social
networks.

10. Trust
Key element of the
relationship.
Listen to customer needs and
feedback.
Trust in companies is #1 concern of public.
[Edelman 2012 Trust Barometer]
High quality goods and services
offered.
Treats employees well.
Customers placed ahead of profits.

11. Global Faces on Networked Places . March
2009
Communities and blog sites
Fastest growing sector for internet use.
5.4% in a year.
Member communities
Reach more internet users than
email.
66.8% vs 65.1%.

13. conversation prism
[ Source: Brian Solis ]

14. Omnichannel
=

15. Perception gapbetween consumers and businesses.
Consumers’ ranking Businesses’ ranking
Reasons for interacting
with companies via social
sites
Reasons they think
consumers follow them via
social sites
Perception
gap
Discount (61%)
Purchase (55%)
Reviews & product rankings (53%)
General information (53%)
Exclusive information (52%)
Learn about new products (51%)
Submit opinion on current products/services
(49%)
Customer service (37%)
Event participation (34%)
Feel connected (33%)
Submit ideas for new products/services
(30%)
Be part of a community (22%)
IBM Institute for Business Value: From social media to
Social CRM
Learn about new products (73%)
General information (71%)
Submit opinion on current products/services
(69%)
Exclusive information (68%)
Reviews & product rankings (67%)
Feel connected (64%)
Customer service (63%)
Submit ideas for new products/services
(63%)
Be part of a community (61%)
Event participation (61%)
Purchase (60%)
Discount (60%)

16. Customer intimacy is
foremost on CEOs’ minds.
88% of all CEOs, and an
outstanding 95% of
Standouts, picked getting
closer to the customer as the
most important dimension to
realize their strategy in the
next 5 years.
These CEOs are convinced
they must not only stay
connected (or reconnect) with
customers, but keep on
learning how to strengthen
those bonds.CEO Study 2010 . IBM Institute for Business Value

17. Customer
engagement

18. Era of customer engagement
Customer engagement is
top of mind
Social channels are part of
omnichannel strategy.
Customer engagement in top ten priorities –
56% . [McKinsey, 2014]
Beyond experimentation in social media to fully
integrated omnichannel perspective.
64% of companies are beyond experimental
stage
(integrated channels, multi-channel, cross-
channel)
[State of Social 2011, eConsultancy]

19. Customer engagement
a major concern
Source: Bluewolf Consulting
 60 percent of respondents said customer engagement top priority
AND
 84 percent believed customer engagement would overtake productivity as their
company's primary driver of growth.
In a survey of a large technology
vendor’s customers…

20. Not
Not marriage.
Not advocacy.
Not loyalty.
What is it?

21. Not unidirectional.
Not determined by the
amount of time or effort a
customer makes.
Not consistently the same
level.
Not
What is it?

22. PVC
EVC
Vendors/
Suppliers
Friends Family
Everything
Else
Going On
Other
Companies
External
Agencies
Partners/
Channels
EVC
Company
Part of personal value chain intersects
enterprise value chain Customer
Proactive involvement.
[Peppers & Rogers]
“(Online engagement) is an
estimate of the degree and depth of
visitor interaction on the site against
a clearly defined set of goals.”
[Eric Petersen]
What is it?

23. What is it?
The ongoing interactions between
company and customer, offered by the
company, chosen by the customer
Customers choose channels they engage
in.
PVC
EVC
Vendors/
Suppliers
Friends Family
Everything
Else
Going On
Other
Companies
External
Agencies
Partners/
Channels
EVC
Company
Part of PVC Intersects EVC
Customer
Engagement levels vary.
Casual to intense.
Infrequent to frequent.
Changes moment to moment.

24. Era of customer engagement
Customers self-selects.
They look for highly
personalized interactions.
Customer has products, services, tools and
consumable experiences to sculpt the kind of
experience and the level of engagement they want to
have with companies.
They want to feel valued.
They want to know that you “know”
them w/o talking to someone
necessarily.

25. The company
side of the
engagement
story

26. Company
concerns Experience.
Making experience seamless regardless of
channel.
Expectations.
Recognizing the customer will be expecting the
best results s/he had in all channels.
Costs.
Knowing costs of trying to provide all that a
customer wants is incredibly high.
Priorities.
How to prioritize the channels offered.
Knowledge.
What is it that we need to know about the customer
(or groups) that helps us make those decisions?
. Transactional
. Unstructured

27. Company preparation
Expectations.
Meet customer expectations, if reasonable.
Reactions.
Don’t react to everything.
Relationship.
Treat customer as a partner, not a client.
Involve customer as extension of company
(community retailing).
Resource.
Resource customers to sculpt their
relationship with you.
Value.
Recognize customers and your idea of
value are not the same.
Important channels.
Provide most important channels to
customers, not necessarily all of them.

28. Systems of
record
Needs to:
Record transactions.
Automate operational processes.
Capture data.
Analyze data.
Scale appropriately.

29. Systems of
engagement
Integrate with systems of record.
Systems that encourage customer
involvement with company at level that
customer chooses.
Based on:
Interactions.
Collaboration.
Community.
Rich media.
Usability.
Open access.
Immediacy.
Insight and analysis.

30. Bad customer engagement
Bad use of gamification by the otherwise popular
GetGlue.
I think
Radiohead
sucks!

31. The Philadelphia
Flyers

32. Delivering the engagement
The overarching strategy
 Engage the fans all ways
 Know each fan’s individual
to customize accordingly
 Measure, measure,
learn, learn
 Use all channels but focus
interaction, not the channel
Two programs
 How You Doin’?
 Early Birds

33. Flyers’ Fan
Engagement
Program
“The How You Doin’? Program is the culture of this
organization. We are always making sure that we aren’t just
implementing software, but are embedding the philosophy
and outlook into everything we do internally and externally.”
- Shawn Tilger, SVP Business Operations, Philadelphia Flyers
Delivering the engagement

34. How You Doin’? Program
 All staff at both HQ and Wells Fargo Center
 Greet everyone who comes into stadium
 Answer questions for all comers
 To go above and beyond for customers
 Staff are rewarded for their success at
experience
 Can be nominated by fans
 Get prizes and bonuses
Help drive renewals
Delivering the engagement

35. How You Doin’ - Facebook How You Doin’ – Linkedin
Delivering the engagement

36. 87% of all fans greeted
97% were highly
satisfied
Doin’
Fine!

37. Delivering the engagement

38. Cool or not, this is still a
business decision that needs to
see a return
Went to incentives based
program
Delivering the engagement

39. The Early Bird Game Plan: Seasons Ticketholder Renewals
& Acquisitions
 Client development department
 Account reps assigned hundreds of accounts each
 Interact with seasons ticketholders via channels they communicate
social, mobile
 Use Turnkey to analyze all season ticketholders
 Likelihood to renew
 10 categories of criteria
 5-star system
 All renewals loaded into system with profiles and ratings
Delivering the engagement

40. The spot event – 2-3 stars
1. They book the Hall of Fame
Fargo Center for happy hour
2. Season’s ticket holders event
3. From ice cream, to ice cream,
snacks
4. Renew today
Delivering the engagement

41. The engagement
 Customers felt that they were getting
room that also reminds them of the team’s
history.
 They get food and drink – which really isn’t a
combination makes the wavering ticket
 “You don’t have to have luxury, you only have
luxurious.”
Delivering the engagement

42. Delivering the engagement

43. The Results?
From 2010 through 2012, seasons ticket renewals were up
the previous year.
Delivering the engagement

44. The Steps
1. Develop an engagement strategy
2. Define what you’re going to need to do and to have
3. As you get what you need to have, start doing what you need to do
4. Flyers case
1) Strategy
2) Using the channels that make sense and provide a return
3) Customer knowledge – KEY segment: KEY individual
4) Designing the experience
5) Training for staff
6) Compensation for staff – reinforcement of the strategy
7) Be clear on ROI or outcome
8) Implement
Delivering the engagement

45. In summary
Communications revolution.
The communications revolution has transformed business.
Engagement at the ready.
Customer engagement is at the center of customer facing
programs and strategies.
Digital customer.
We have a different kind of customer - a digital customer - but
s/he is still a customer.
Experience and partners.
Our customers should be subjects of an experience and
partners, rather than objects of a sale and clients.
Omnichannel strategy.
In order to acquire and retain customers, we need to have a
omnichannel strategy - with selected channels.
Golden rule.
The key is to provide the products, services, tools and
consumable experiences that the customer needs to sculpt
their own relationship with you.
Systems of engagement.
To do so, since we have transformed how we communicate,
we need to enhance our current systems of record with
systems of engagement.

46. the56group.typepad.com
@pgreenbe
Paul Greenberg Author.
CRM at the Speed of Light (4th Edition)
Managing Principal.
The 56 Group, LLC
Managing Partner/CCO.
BPT Partners
EVP.
National CRM Assn.
Named to CRM Magazine CRM Hall of Fame 2010
Named #1 CRM Blogger 2005, twice in 2007 by
TechTarget
and InsideCRM & InsideCRM 2008, Forecasting Clouds,
2010
Blog.
the56group.typepad.com
Social CRM: The Conversation.
blogs.zdnet.com/crm
Email.
paul-greenberg3@the56group.com
Twitter.
twitter.com/pgreenbe
Facebook.
facebook.com/pgreenbe
Google Voice.
571-229-7549

47. Proprietary & Confidential
ENGAGEMENT THROUGHOUT
THE CUSTOMER JOURNEY
Prescott Wright,
Product Manager

48. 48 | Our greatest thrill is to connect you with your customers
THANK YOU
• Session recording and presentation will be sent
via email tomorrow.
• Contact Us
• info@moxiesoft.com
• +1.800.474.1149
• www.moxiesoft.com