Digital transformation for customer experience

@jan_heyens@jan_heyens
Digital transformation for customer experience
@jan_heyens – jan heyens – jan.heyens@gmail.com

Why ?
WHY : Digital enablers have shifted the power
from brands to consumers. In fact a brand is no
longer what you tell the consumer it is. A brand is
what customers tell each other it is.

Have access to all
the knowledge in the
world
Anywhere,
anytime
Watch, listen what he
wants when
Can buy
worldwide
Customers are in charge

Prefer and get independent
advice via friends, peers and
reviews
Have a price comparison
in 1 click via Google

Can link with the whole world to ask
for advice but mainly with their
network of friends and followers
Can use social media to become
a broadcaster and will use it
against brands or in favour of
brands.

@jan_heyens
Information:
SCARCITY
Purchasing Power:
SELLERS
Organizational Power:
SALES
Information:
ABUNDANCE
Purchasing Power:
BUYERS
Organizational Power:
MARKETING
THEN NOW
Source : Marketo
The game has changed

Why ?
What ?
WHAT : cies need a transformation to listen,
understand and communicate with the consumer.
The endgame is to put the customer in charge via a
good, personal, relevant, contextual, omnichannel
experience.

HOW DOES DIGITAL AFFECT CUSTOMER
BEHAVIOR AND EXPECTATIONS ?

“Each year I buy more goods online : it saves me time, it
is cheaper, it is 24/7, I decide when and where to deliver
and the experience is sometimes better than in shops”

@jan_heyens
Electronics leads the way for online
sales of physical goods
Channel preference per type of product in NL

@jan_heyens
“Why I like e-commerce ? : because
customer experience > most shops”

@jan_heyens
“They deliver when I want, where I want”

@jan_heyens
“…and prices are 1 click away and mostly
cheaper”

@jan_heyens
“I buy worldwide, so the last best experience I
get somewhere, becomes the minimum
experience for the next purchase”

“50% (B2C) to 67% (B2B) of my decisions to buy from a
new company depend on how their website gives me trust
and utility, and what my peers/friends say.”

“In 4 years we have money to spend and we are
always online. Will we find you ?”

@jan_heyens
“If I don’t know you, I judge your website, your
blogs, your social media : are you thrustworthy ?
Will you help me ? ”

Problem? Options? Evaluate Buy Experience Recommend
So for prospects your salesmen becomes your
website, blog,..
I need help

“If you are not on first 3 pages of Google you
don’t exist”

“And just like in a regular store, when I need help
I want it to be available with a click”

“I leave a lot of digital footprints , use them to give
me a better experience. “

@jan_heyens
“Recognise me via IP address, beacon,
application, email-address, twitter handle..”

@jan_heyens
“Send me personalised relevant offers based on
the data you have”
Jerry is a cola lover as captured via his loyalty card and so to thank him for his loyalty
he got this email from Albert Heijn.

@jan_heyens
“Follow me in my omnichannel journey to give
me relevant, contextual and fast answers”

“By 2020, 80% of all interactions with a company will be digital and both ways”
F. Arroyo, CIO of AT&T + Gartner
><
“42% of cies have no digital customer journey, they merely updated digital
touch points with new social and mobile technologies“, B. Solis from Altimeter.

“I am addicted to my smartphone, so I missed
your ad in the newspaper”
I get up
I get to work
I eat
I eat
I drink coffee
I wait in line I watch TV I go to bed

“In fact my window on the world is facebook on
mobile.”
Sources: The Global Mobile Report,
comScore July 2015 + Digital Future in
Focus, comScore March 2015

@jan_heyens
“With al these messages to scan, I am in a hurry
so make it snackable”

Hilton is already in 2020: check-in = link
between Twitter / Email / Booking system

Customer at Hilton : during stay

Customer at Hilton : after check-out

“Brands can’t be trusted, users and peers can”

“What other people say(*) on your product is >
what you throw at me via traditional media”
* = UGC = User
Generated
Content

“And if you don’t have customer reviews, an
employee’s word > your CEO’s”
Source : Tom De Baere

“Because I buy from people not from brands”

“I use social media to talk, chat, ask, buy,
complain, laugh,…and I expect brands to follow
me”

80% of Flemish people are active on 1 or more
social media
Flanders

Of the 80% that use social media, the usage is
on the rise.
Flanders

“If I can buy a ticket via twitter at KLM, why don’t
you do the same” ?
Source : venturebeat

“Instead of listening to jazz music on the phone, I
type in my question and I get a response within 30
min and I read it when I want. How cool is that ?”

“Just like a human behaves differently in different
settings, I expect brands to adapt their content to
the social channel I am using“

“I am willing to help a brand when they listen to me, know
me, respect me, reward me, treat me differently in fact
just like you would expect from your family”
Source : belovedbrands

The value of a brand is among others calculated
by the community of customers willing to help
Passive customers
Customers interact with a brand (read emails, newsletters,..)
Community : Customers helping the brand
89%
9%
1%
The aim of all MKT dept’s should be to grow these customers
as they build your brand : new prospects, give input on new
products, they make publicity on their social media accounts,..
Example of customer behavior in relation to their supplier. Values are illustrative but are true for most brands

At Alpro the Alpronista’s are users who care for the
brand

Alpro meets them at pop-up bar, blog events, food
tastings

In return the Alpronistas share, comment, create
recipes to their followers

And Alpro’s instagram account gets filled with their
creativity

Why ?
What ?
How ?
HOW : Soon consumers will use in 80% of cases a
digital bearer to interact with a company thus leaving many
digital footprints. Cies should use this digital input to put
the customer in charge and humanize their brands by
leveraging their employees. That’s why we call it Digital
Transformation

So how are cies responding ?
Mobile first
Offline  Online 
• Digital media spent is rising to 25%
• Highly segmented and sophisticated
From Push to Pull MKT
based on customer
journeys and
omnichannel approach
• From 100% “buy now” to 70/30 solving a problem or a need
• From email blasts to laser targeting and behavioral response
• From anonymous prospects to identified prospects that you take
through a sales funnel based on their needs
Data is science • Right tools + data scientists = Predictive analysis and better MKT
You can’t do it alone
• Partnerships to create better value proposals & exchange/buy data
• Employees as brand ambassadors
Customer is in the
house
• Increase listening tools and bring them in the departments
• Customer community= co-mkt, co-support, co-communication

MKT runs the customer facing tools
TTM = Time To Market

@jan_heyens@jan_heyensSource : IBM / * CSP = Communication Service Provider
Example of telco operators adapting
*

Now let’s zoom in on 2 topics
Mobile first
Offline  Online 
From Push to Pull MKT
Data is science
You can’t do it alone
Customer in the house

“I trust peers more than brands”
Co-marketing : help your
brand to develop better
products and better launches
Co-communication : Forward
selected messages via social
media to their network (max
1X/month)
Co- customer care : Help other
customers as a proxy for
customer care

Lays doing co-creation to develop new flavours
of crisps

Starbucks using digital to put the customer in
charge….

.. with 275 (voted) customer ideas implemented
they materialise the fact that customer is king

135 ambassadors have the same reach as
1 million Facebook fans
Source : duval union

@jan_heyens
Bring the customer in the house : KPN case
What did KNP NL do ?
• 60 screens in all depts (also board room)
• Social media feeds are split per dept :mkt,
cust care, network, shops,..
• Videowall in lobby to show openly
comments
• 500 FTE trained on Radean 6
• 85 FTE on social media care
• 15 FTE on social media MKT
• Link social media nick name to customer
database to locate network complaints
Results
• Network incidents
• Via input customers they are sometimes
known before the systems detect it
• Quicker time to resolve
• Less customers impacted so less calls
• It brings the customer in the room for all
depts

T-mobile NL case : App to bring the customer in the
house :“Customer Experience Officer”.
> 2000 customers were helped/compensated.

•Do webcare
•Listening in Call center
•Go out with technical team
•Call outbound for market survey
Find a colleague and you can
look on expertise, name,..
•Home screen
•Messaging board
•You indicate when you are not
reachable (holiday, parttime,..)

Meet a customer and type in his
question and send it to
customer care
Earn points by helping
customers. The more you help,
the more points
Use your points to give an
advantage or compensation to
customers.

@jan_heyens
• Pull consumers closer to the brand by
giving away valuable content.
• Amplify reach by producing content that
customers spread freely and gladly.
• Influence customers by reaching them
early in their purchase journeys.
Content PULL marketingOld style PUSH marketing

@jan_heyensCall-to-action Call-to-action Call-to-action
Content marketing is about offering free content that engages
your customer with your brand resulting in new acquisition,
more loyal customers and less costs to serve
Source : hubspot

@jan_heyens
At each stage of the buying cycle Content
marketing plays a different role

@jan_heyens
4 main goals of content marketing

@jan_heyens
The content you create should have value in the eyes
of the customer and you should have the
DNA/credibility to produce it
THE CONTENT YOU PRODUCE
• Is NOT advertising or PR
• Is customer, not brand-focused
• Seeks to answer customer questions across the buyer journey

Myths on content marketing
Myth : “You should
always do content
marketing.”
Fact : If you sell a
commodity or your
customers are not
seeking info or tons
of content exist on
the topic you should
NOT invest in
content mkt.
Myth : “Content
marketing is easy.”
Fact : Content marketing
is not easy as in most
cases it requires a 180°
turn in marketing.
Success asks for a new
mindset, perseverance,
new tools, new roles ,
new KPI’s,..Success
comes after 9 to 18
months.
Myth : “You publish
good content and the
audience will come.”
Fact : Unless you are
really niche, you
should probably invest
5-10X in the content
distribution than in
the content creation.

Myths on content marketing
Myth : “ROI is easy
to proof.”
Fact : In B2B, giving
the long funnel, I
would say yes, but in
B2C it is less obvious
as most efforts in
B2C content
marketing help
support your brand.
Myth : “I have a content
manager so I’m ok now.”
Fact : To get enough
content you can’t just
rely on a few persons.
Content has to come
from numerous persons
inside and outside the
organization. Good
practice is to have a
content calendar for the
next 2 months.
Myth : “We start and
success will follow”
Fact : Content
marketing is an
eternal learning path
where you try things
that fail and then you
try other things. You
can’t give up before 2
years.

Content Marketing ROI is 4X our
traditional marketing spend.
”
“
Julie Fleischer
Sr. Director, Kraft Foods

We shifted investment from
advertising to content marketing so
we could
shout louder than we spend.
Beth Comstock
CMO, General Electric
”
“

@jan_heyens
AMEX Open Forum
Mission: Help Small Businesses Do
More Business.
Approach: Publish articles every day
to help their customers with their
problems & challenges but DON’T talk
about Amex products
Outcome: The largest source of
inbound leads.
Source : @BrennerMichael

@jan_heyens
• #1 most visited hospital blog with 2.5+
million visits per month
• 15+ email newsletters with a
combined distribution of 250k
*Source: Content Marketing Institute
“Our strategy is around content that helps
people anywhere in the world, whether
they're our patients or not. Our strategy
is to write not just about clinical
conditions and treating people when
they're sick, but also around
preventative medicine. We want to be
useful, helpful and relevant every day.”
- Amanda Todorovich, Manager of
Digital Engagement, Cleveland Clinic
Cleveland Clinic
Source : Content Marketing Institute

@jan_heyens
Mission: Be the best in customer
experience by helping the customer in
every stage of customer journey.
Value for the customer: The richest
source of info on handsets with
youtube channel featuring own
employees and customer reviews
Outcome: Coolblue sells >140-170 k
handsets in Belgium
Coolblue

@jan_heyens
Mission: Proving that Delhaize offers
excellent price/quality
Value for the customer: “Give me
inspiration as I don’t know what to
cook and make it affordable and quick
to prepare”
Outcome: Recipes that are tasteful yet
cheap so repositioning Delhaize
Delhaize

@jan_heyens
Mission: “tout devient possible” also
for the DIY guy
Value for the customer: “I would like
to DIY but I don’t know how”
Outcome: “That company helped me
to realize a job my wife thought I would
never be able to do. Tx Brico !”
Brico

@jan_heyens
Mission: “Help our customers start their
webshop “
Value for the customer: “I am looking for help
on e-commerce as my customers ask for it but I
don’t know how”
Outcome: “KBC helped me to launch my
webshop which was crucial project for my
company. I’m grateful and therefore loyal even if
other banks are cheaper”
KBC

@jan_heyens
Mission: “Position Electrabel as
being more than just an energy
provider by informing customers on
building materials and insulation“
Value for the customer: “I am
looking for info on how to
renovate/insulate my home”
Outcome: “I see Electrabel as
trustful guide that helps me make the
right decisions”
Electrabel

@jan_heyens
Mission: “Reposition Xerius as the trusted advisor for starting
companies“
Value for the customer: “I am looking for advice when I start
my company as I want to concentrate on my core activity.”
Outcome: “After 2 years, webiste visitors 40k to 130k/months
of which 65% organic search and 2.5k Marketing Qualified
Leads/month
Xerius

BUT HOW CAN GIVING FREE CONTENT
BE PROFITABLE ?

1. YOU SHIFT MONEY FROM PAID
ADVERTISING TO PUBLISHING
CONTENT ON YOUR OWN
WEBSITE/BLOG/… AND CREATE
MORE TRAFFIC

Buy physical media or digital media space (affiliates, google adwords..) to get
traffic to our website & shops. For digital we Pay Per Clicked visitor (PPC) VS.
content marketing, customers find us on google and they come to our website
Pay Per Click
Content
Marketing
Source : Kapost

In the long run content mkt is the most profitable

Paid traffic = To RENT
vs Inbound traffic = To OWN
 Rent search engine
placement to generate leads
 Rates can change; go up with
competition (bidding)
 No budget? No leads
 No residual benefit. Once
spent, it’s gone.
 Long-term assets keep
generating leads without
more investment
 Increases company’s overall
value with a predictable
lead flow
 Get more data on where
your clicks come from
Pay per click = like renting a house Content mkt = like owning a house

2. YOU INCREASE CONVERSION TX
TO SOFTWARE

Marketing Automation
Lead scoring Behavior triggered Email marketing
Landing pagesLead generation
Search Engine Optimization toolsLead Nurturing
CRM Integration Analytics & “Closed Loop” reporting
A visitor gets a face, a name, a profile so from a “click” to a human being
What is Marketing Automation ?

@jan_heyens
Marketing
Automation
Customer
Relationship
Management
Customer Life Stage
Acquire Maintain /
grow
Retain /
recapture
Users
Marketing
Sales
Support
Source: David Raab, http://customerexperiencematrix.blogspot.com
CRM >< Marketing Automation ?

@jan_heyens
CRM >< Marketing Automation ?

blog posts
With CTA*
banner to
ebook
Landing page with
form for e-book
download
+ confirmation page
with 2nd CTA
Follow-up
email 1
(auto)
List of blog
posts + CTA to
product page
Thank
you email
(auto)
CTA =
subscribe to
newsletter
Follow-up
email 2
(auto)
Step-by-step
plan
+ CTA to
product page
Landing page
Confirmation page
Sweet home blog
Example : Electrabel tracks each individual clicking on
their content and responses are automated
Source : @tomdebaere / CTA = Call To Action i.e; asking to fill out a form or click on a landing page

By asking name and email
Electrabel can guide you
through the sales funnel with
info that is segmented for you.

@jan_heyens
Market automation automates content
publication and calculates ROI

@jan_heyens
So after automated & segmented publishing, each piece of
content is measured from traffic to conversion

@jan_heyens
Leading to more accurate data = better targeting
Email marketing
• Jane Taylor opened the email
and clicked on link 214/A.
Marketing automation
• Jane Taylor opened the email and
clicked on link 214/A.
• She first went to the website 4
months ago and 5 visits later
registered.
• She has visited 3 pages on product
XYZ and 2 pages on product ABC.
• 2 of those visits have been as a
result of the search term “low cost
XYZ” and 2 visits as a result of “best
quality ABC”
><

SO HOW DO WE START WITH
CONTENT MARKETING ?

@jan_heyens
Content mkt scheme high level
Define objectives
of our digital touch
points
Listen to what your
audience needs,
when and how
Create content
principles, content
and content
execution plan
Distribute and
amplify content
Measure, A/B testing, Improve
1 2 3 4
5

Define KPI’s by asking the right questions
• Is the problem acquisition, or churn or brand,.. ?
• If it is acquisition do we want to serve all segments
equally ?
• What is the link with the business plan : i.e. how many
leads do we need to meet the objectives ?
• What is the link with the product roadmap ?
Define
objectives of
our digital touch
points
1

@jan_heyens
Listen to what
your audience
needs, when
and how
2
• Define needs of our audience in by creating a listening process and owners
• Sources :
• Questions customers ask in shop/call center/direct sales/social media
• Internet forums/other blogs
• Keywords used on Google
• Customer interviews
• How do customers search in google (what keywords, what sentences,..)`
• What are the questions you ask ?
• What social media platforms do they use ?
• How does buyer journey go ?
• What are problems and challenges ?

Example : Coyote (radar detection on the road)
: MKT listening phase
Targeting
criteria
What are your
our targets ?
1. Flanders as nr of camera’s much higher
1. Coyote radar
2. What does coyote radar cost ?
3. What is best radar detection system ?
4. Is Coyote radar legal ?
5. What are advantages and disadvantages of Coyote
6. How does Coyote work ?
7. …
1. People doing > 20km /day having penalties for speeding
2. Safety drivers looking for a solution to be warned on incidents
3. Fleet services certified for safety
How do you
look in Google ?
Objective Sell 15k Coyote of which : 3k on new customers and 12k on customer base
What channels
give you trust ?
1. Youtube as I want to see it work
2. Other coyote users via customer reviews
3.
1. It will drain the battery and my mobile data
2. Is it legal
3. I can’t hear my gps anymore
4. I need a holder to attach it to the screen
Why wouldn’t
you buy ?

@jan_heyens
• Content golden rule
• Content principles
• Content creation : based on the listening phase we prioritize which content to produce
• Editorial team (project manager, writer, editor, publisher) = team that
• Publishes and promotes content
• Builds a follower list
• Increases the traffic to inbound channels
• Creates call-to-action, opt-in, reporting
• Helps colleagues to deliver content
• Content strategy map
• Content templates for all types of content (housestyle)
• Content execution plan :
• Content calendar (what type of content, which bearer, which platform, who,
audience, KPI’s, ..)
• 20% of content is about you
• 80% of content is to help the audience with
their problem/questions
Create content
principles, content
and content
execution plan
3

Content principles are guidelines for what type of
content in which phase of funnel.
EACH PIECE OF CONTENT
GETS A CONTENT ID
CARD
• What need does it
cover ?
• For whom ?
• What search phrases
does target use = title
of content
• What volume of
viewers ?
• What channels will we
use to amplify the
content ?

The 7 golden rules of content
Source : Newscred

There are a lot of choices to make : what, where,
for whom, why,…

Content strategy map is applying content
principles for a concrete product

Content calendar = overview of what type of
content gets published when

@jan_heyens
And your website is at the core of your
content publication

@jan_heyens
Distribute and
amplify
content
4
3 ways to distribute and a
community to amplify content
Paid media One to one Broadcast
Community to amplify your messages
Social media ads
Google Adwords,..
Ads on blogs
Emails
Face to Face meetings
Direct messages on social media
Social Media posting
Events
Emails
Neswletters

@jan_heyens
Paid media : 3 questions
Where is my audience
Role of the message
What type of message
• Google : everybody and in search modus
• Facebook : mainstream
• Linkedin : business
• Twitter : business, thought leaders, less
young people,
• Pinterest : teenagers, mainly female
• Instagram :
1.
2.
3. • Visual content (food, clothes, …) : instagram, pinterest
• Text : long article, short article
• Photo
• Video clips : short (Facebook, ..), longer (Youtube,..)
• Create interest
• Surprise
• Communicate
Source : http://bvlg.blogspot.be/2015/01/belgian-social-media-monitor-januari.html

@jan_heyens
Paid media : what media for what
purpose
Source : chicagostyleseo

@jan_heyens
Paid media : example of segmentation
criteria via Facebook

@jan_heyens
Why would other people help spread
your content. “If your content…
Makes me look smart
It is funny
It is emotionally touching
There is a personal gain
Starts a hot debate
It reinforces a belief
Retweets, forwards,… are driven
by human psychology

Influencers (employees, customers,..) have
an enormous reach so
Source : duval union

Step 1 : find successful content in your
niche
Source : Rand Fishkin

Step 2 : find where it has been shared

Step 3 : find who is doing the sharing

Step 4 : help them by amplifying their
content and hopefully they will help you

@jan_heyens
Measure, A/B
testing,
improve
5
Generic KPI’s to track

@jan_heyens
More specific KPI’s
Source : Castelazo content

@jan_heyens
Test, learn and adapt : forms
Source : Newzscred

@jan_heyens
Test, learn and adapt : facebook ads.
Keep the one that performs best
Source : Newscred

@jan_heyens
• This ppt will further evolve.
• Questions/tips/comments always welcome via
@jan_heyens or jan.heyens@gmail.com

Digital transformation for customer experience

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Digital transformation for customer experience

Similar to Digital transformation for customer experience (20)

Recently uploaded

Recently uploaded (20)

Digital transformation for customer experience