Jonathan Browne, Congreso DEC. Brand, marketing and customer experience: better together?

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Presentación de Jonathan Browne en el III Congreso Internacional sobre Experiencia de Cliente, organizado por la Asocación DEC.

Presentations & Public Speaking

© 2016 Forrester Research, Inc. Reproduction Prohibited 4
Marketers and Customer Experience
teams have complementary goals but use
different tools and tactics
Source:

© 2016 Forrester Research, Inc. Reproduction Prohibited 5

© 2016 Forrester Research, Inc. Reproduction Prohibited 7

© 2016 Forrester Research, Inc. Reproduction Prohibited 8
Across industries and markets, meeting
customer expectations is a key to success
Forrester report “Customer Experience Drives Revenue Growth In Europe, Too.” (December 2015)
UK Cable Industry German Banking Industry

How can we set expectations …
… and meet those expectations?

What do your target customers expect?
What experience do they perceive?
What experience do you intend to deliver?

© 2016 Forrester Research, Inc. Reproduction Prohibited 16
Airbnb’s storyboards illustrate emotional
moments in a stay
Source: Huyi C WordPress.com blog and Adaptive Path

Confidential - Reproduction prohibited Images purposefully blurred
Co-creation that engages people from the
entire ecosystem in one room is a silo buster

Western Union co-created experiences
with customers, employees, and
executives

© 2016 Forrester Research, Inc. Reproduction Prohibited 26
Jonathan Browne
+44 20 7323 7652
jbrowne@forrester.com

Effective communications must either amplify your competitive strengths or inoculate against your competitive weaknesses. When helping our clients build communications strategies that persuade by reason and motivate through emotion, one of the tools we employ is the “Six Rs of Strategic Communications” to help break through the clutter and ensure messages are guided by a proactive strategic approach.

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You can reach your target audience through digital marketing strategy, you can create a meaningful relation with them by sharing engaging content. You can educate people through friendly and funny posts, gain their trust and build a lifelong relationship with them. With interesting content, you can attract the attention of many social media users. When a person checks in at your dental clinic on social media. It is seen by all his friends and friends of friends which influence their decisions.

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Salma tarek abo amra online marketing presentatio 2

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This document provides an overview of key marketing concepts including: - Marketing is the process of identifying and satisfying customer needs through market research, product development, distribution, sales, and advertising. - Digital marketing refers to online marketing efforts using technologies like email and social media. - Sales involves direct interaction with customers to convince them to buy, while marketing is broader and includes activities like market research and product development. - The marketing mix or "4Ps" are the key elements of a marketing strategy: product, price, place (distribution), and promotion. Additional elements discussed are people, process, and physical evidence. - Promotional mix refers to the specific promotional activities a company uses like social media

AGOV Introduction

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Edyta.Orzel.Resume

Edyta Orzel

Edyta Orzel has over 10 years of experience in marketing, project management, and customer service roles. She holds an MBA with a focus on project management and marketing and a Bachelor's degree in marketing communications. Currently, she is the Retail Operations and Marketing Manager at The Salvation Army, where she leads a team of 120, manages multiple retail locations and projects, and develops marketing campaigns. She is seeking new opportunities to enhance her leadership skills and utilize her experience.

JINCY THOMAS CV

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Jincy Thomas is a learning, development and social impact strategy expert with 14 years of experience. She currently serves as Chief Product Officer at PeoplePro Training and Consultants Pvt Ltd in Bangalore, where she oversees research and development of products and strategies to achieve meaningful social impact. Previously, she has held roles developing training programs at 24/7 Customer and designing social impact strategies for clients such as Shell and Goldman Sachs. She has expertise in areas such as corporate social responsibility, content development, training, and process improvement.

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