Drive Customer Loyalty, Advocacy and Smiles
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Jahia CMO Kevin Cochrane presented at Gartner's Digital Marketing Conference about what it means to truly invest in customer experience (CX). "Brands that win will focus on customer experience. They will bring back the human element. They will connect, protect and respect their customers. They will expand their focus beyond data-driven marketing and customer acquisition to the post-login experience. In other words, they will make their customers smile."
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Drive Customer Loyalty, Advocacy and Smiles
- 2. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 2 THIRD WAVE OF DIGITAL MARKETING
- 3. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 3 THE NEW CUSTOMER IMPERATIVE Convenience Immediacy Intimacy
- 4. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 BARONESS GREENFIELD OF OTMOOR PROFESSOR SYNAPTIC PHARMACOLOGY AT OXFORD MIND-CHANGE. RETHINK BRAND. EMOTIONS MATTER.
- 5. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 I’M A NEW CUSTOMER
- 6. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 ISOLATED INTERACTIONS. CONNECTIONS.
- 7. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 I TRUST YOU. I SMILE.
- 8. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
- 9. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
- 10. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 10 I AM NOT A SIMULACRAM
- 11. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 11 Today, 89% of marketers compete primarily on the basis of customer experience - discrete moments that, together, strengthen or weaken a customer’s preference, loyalty, and advocacy Source : 2016 Gartner CEO Survey I AM A REAL CUSTOMER. AND YOUR POTENTIAL ADVOCATE.
- 12. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 THE ART OF MARKETING IS THE ART OF THE POSSIBLE
- 13. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 13 IT’S A PERSONAL CHOICE
- 14. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 14 AND IT’S HOW YOU WIN
- 15. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 15 HOW DID WE LOSE THE HUMAN ELEMENT?
- 16. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 16 BI SALES SUPPORT REPORT CMS ANALYTICS CRM ID MA ? WE OPTIMIZED FUNCTIONS
- 17. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 17 CMO CHALLENGE: FRAGMENTED MARTECH STACK LUMASCAPE LUMA PARTNERS COPYRIGHT 2015
- 18. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 18 CIO CHALLENGE: SILOED SYSTEMS AND DATA LUMASCAPE LUMA PARTNERS COPYRIGHT 2015
- 19. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 19 WE’VE REACHED SINGULARITY WE HAVE REACHED THE TIPPING POINT
- 20. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 20 1 SECOND TO LOSE TRUST 8 SECONDS TO DISENGANGE
- 21. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 21 I AM A REAL HUMAN
- 22. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 22 AND PRIVACY MATTERS
- 23. © Jahia Solutions Group I May 2016 23 I, HUMAN 1/ CONNECT 2/ PROTECT 3/ RESPECT Copyright: Marvel Comics – Avengers, The Age of Ultron THREE LAWS OF TRUSTED BRANDS
- 24. Title of Presentation I Date of Presentation 24 ACT 1
- 25. Title of Presentation I Date of Presentation 25 ACT 1 CMO • Digital strategy • Customer experience
- 26. Title of Presentation I Date of Presentation 26 ACT 1 Systems CMO • Digital strategy • Customer experience
- 27. Title of Presentation I Date of Presentation 27 ACT 1 Systems Campaigns CMO • Digital strategy • Customer experience
- 28. Title of Presentation I Date of Presentation 28 ACT 1 Systems Campaigns Channels CMO • Digital strategy • Customer experience
- 29. Title of Presentation I Date of Presentation 29 ACT 1 CMO • Digital strategy • Customer experience Systems Campaigns • Expotential complexity • Diminishing returns • Hard limit to engagement Channels
- 30. Title of Presentation I Date of Presentation 30 ACT 1 CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience Systems Campaigns • Expotential complexity • Diminishing returns • Hard limit to engagement Channels
- 31. Title of Presentation I Date of Presentation 31 ACT 1 Systems CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience Systems Campaigns • Expotential complexity • Diminishing returns • Hard limit to engagement Channels
- 32. Title of Presentation I Date of Presentation 32 ACT 1 Teams Systems CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience Systems Campaigns • Expotential complexity • Diminishing returns • Hard limit to engagement Channels
- 33. Title of Presentation I Date of Presentation 33 ACT 1 Teams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience Systems Campaigns • Expotential complexity • Diminishing returns • Hard limit to engagement Channels
- 34. Title of Presentation I Date of Presentation 34 ACT 1 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget
- 35. Title of Presentation I Date of Presentation 35 ACT 1 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences
- 36. Title of Presentation I Date of Presentation 36 ACT 2 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance
- 37. Title of Presentation I Date of Presentation 37 ACT 2 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance One disclosure • Lost trust • Lost brand • Lost business
- 38. Title of Presentation I Date of Presentation 38 ACT 2 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance • 1 second to lose trust • 8 seconds to dis-engage - FOREVER One disclosure • Lost trust • Lost brand • Lost business
- 39. Title of Presentation I Date of Presentation 39 ACT 3 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance • 1 second to lose trust • 8 seconds to dis-engage - forever One disclosure • Lost trust • Lost brand • Lost business ONE SECURE CONTEXT
- 40. Title of Presentation I Date of Presentation 40 ACT 3 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance • 1 second to lose trust • 8 seconds to dis-engage - forever One disclosure • Lost trust • Lost brand • Lost business ONE PERSONAL EXPERIENCE ONE SECURE CONTEXT
- 41. Title of Presentation I Date of Presentation 41 ACT 3 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance • 1 second to lose trust • 8 seconds to dis-engage - forever One disclosure • Lost trust • Lost brand • Lost business ONE PERSONAL EXPERIENCE ONE SECURE CONTEXT ONE-TO-ONE TRUSTED RELATIONSHIP
- 42. Title of Presentation I Date of Presentation 42 SAVE A CHEERLEADER, SAVE THE WORLD Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance • 1 second to lose trust • 8 seconds to dis-engage - forever One disclosure • Lost trust • Lost brand • Lost business ONE PERSONAL EXPERIENCE ONE SECURE CONTEXT ONE-TO-ONE TRUSTED RELATIONSHIP Brand Advocate Lifetime Customer Sustainable Digital Leadership BRAND AMBASSADOR
- 43. 43 IT’S TIME TO BUILD TRUSTED RELATIONSHIPS The Future of Marketing is the Future of Customer Relationships. Know Your Customers. And Respect Them.
- 44. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 BE A JEDI. JOIN US. INDY500 with Oriol Servia
- 45. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
- 46. Title of Presentation I Date of Presentation 46 THE END! THANKS FOR LISTENING
- 47. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 47 BECAUSE TRUST DOES MATTER
- 48. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 48 + UNOMI CORE CXS ID directory Segmentation Engine Events Tracking Engine RESTFUL API + DATA BACK-END FRONT-END + Apache BI SALES REPORT ANALYTICS CRM ID MA … PIONEERING UNIFIED CONTEXT & TRUST