The new marketing: Customer experience
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The document discusses the importance of customer experience in marketing. It notes that marketing is now focused on the customer experience across all channels. A key point is that the customer experience must be consistent, personalized, and anticipate customer needs across all touchpoints for the brand. It emphasizes that customer experience will become the primary way for companies to differentiate themselves in the future.
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The new marketing: Customer experience
- 1. Customer experience: The new marketing mitchell_mackey@hotmail.com +61 040279023 Mitchell Mackey Marketing Director Ansell Limited www.mitchellmackey.com.au @mitchellmackey mitchell_mackey@hotmail.com
- 2. Mitchell Mackey Through my lens 2 My personal views Not Ansell’s
- 3. Mitchell Mackey 14,000 people $2bn in revenue Global scope A century old Australian company
- 4. Mitchell Mackey More than condoms
- 5. Mitchell Mackey Big in Medical & Industrial safety
- 6. Mitchell Mackey All business is Human-2-Human
- 7. Mitchell Mackey The boundaries are blurring
- 8. Mackey 1960s Mainframe Computing 1970s Mini Computing 1980s Client Server Computing 1990s Cloud Computing 2000s Mobile Computing 2010s Social Revolution & the Internet of Everything x 10x 100x 1,000x 10,000x 100,000x Technology is disrupting
- 9. Mitchell Mackey 9 Internet-native Business Technology (B.T.) is rapidly changing the game 9 … not contributing to change & growth,” “8 out of 10 dollars spent in IT is dead money …
- 10. Mitchell Mackey 10 Digital disruption is about more than just a technological shift. It is about transforming business models and how we engage
- 11. Mitchell Mackey 11 Biz-tech literacy is not optional Enterprise Cloud Computing 1960s Mainframe 1980s Client/Server Today
- 12. Mackey The customer Marketing is now the primary actor
- 13. Mitchell Mackey The transaction system is no longer the primary, central system
- 14. Mitchell Mackey The engagement system is pivotal: CRM
- 15. Mitchell Mackey The experience must differentiate
- 16. Mitchell Mackey 16 Welcome to the new business era in which your brand is defined by those who experience it
- 17. Mitchell Mackey 17 BX: Brand experience CX: Customer experience UX: User experience
- 18. Mitchell Mackey “No matter how much money you spend on advertising, you can’t convince customers that you provide better experiences than you do,” _ Customer Experience advocate Bruce Temkin 18 You can’t fake it
- 19. Mitchell Mackey 19 89% of marketers expect to compete primarily on the basis of customer experience _ Gartner By 2017, 50% of product investment will be redirected to experience innovations _ Gartner By 2020, customer experience will overtake price & product as the key differentiator _ Walker Info Experience is the main game
- 20. Mitchell Mackey 20 What trajectory are you on? 3. Experience: outward-in 2. Service: brand focused 1. Product: inward-out
- 21. Mitchell Mackey 21 Who are our customers? 2) Their goals 3) Are we he helping them accomplish those goals? 1) Our customers
- 22. Mitchell Mackey Visit brand website Read blogs Ask peers Trade Show/ Retail Google competitors Trial product Download white paper Call Support Open email Attend webinar Talk to distributor I want to buy… How do I decide? Visit competitor website Meet Sales Ask boss Engagement is complex, not linear
- 24. Mitchell Mackey Are we able to deliver a consistent, personalized experience to all of our customers across all platforms and channels Are we anticipating our customers’ present and future needs, and do we have this historical data analyzed? Are our colleagues in other departments even working from the same single version of the customer truth? Can we adapt quickly enough?
- 25. Mitchell Mackey 25 Islands are everybody’s dream
- 26. Mitchell Mackey 26 Operating from different planets? Sales & Marketing Finance HR IT Operations The C suite & the Board
- 27. Mitchell Mackey 27 When promises are not delivered …
- 28. Mitchell Mackey 28 TV Print & radio Shows & events Email Web Social RetailCall centre Supply chain Sales Product Making promisesMaking promises Keeping promises … brand values are exposed
- 29. Mitchell Mackey 29 Great creative ideas remain vital Powerful brands will continue to be fuelled by compelling ideas However, they must be authentic And reinforced by consistent user experience patterns
- 30. Mitchell Mackey 30 But is our corporate culture?
- 31. Mackey
- 35. Mitchell Mackey Leading Theory of Constraints management consultant Keep it simple
- 36. Mitchell Mackey The three core questions
- 37. Mitchell Mackey Take out the constraints A constraint is any thing, object, person, process or structure in an organization that prevents the flow of value to the customer
- 39. Mitchell Mackey What they do online What our customers’ transaction history tells us What we know from Sales via CRM Interactions captured online & via phone ERP Sales automation Customer Service Website management Distributor & end users Communities Customer defined experiences
- 40. Mitchell Mackey 40 Zero Moments of Truth Obsess about winning the Zero Moments Every “moment” counts
- 41. Mackey What about your company? Your customers, employees, and partners are connected Bridge the digital divide
- 42. Mitchell Mackey 42 The digital mindset’s impact on IT
- 43. Mitchell Mackey Relevance Clarity Anxiety DistractionUrgency Fight the F.U.D. (Fear, Uncertainty & Doubt)
- 44. Mitchell Mackey 44 Fix the plane while it is flying If a project takes a month, you'll hit the target before it moves If it takes a year … ? Get stuff done fast or not at all
- 45. Mitchell Mackey Was it easy?
- 46. Mitchell Mackey How much effort?
- 47. Mitchell Mackey “It’s amazing how little discipline companies have in their approach to customer experience while at the same time acknowledging it as both critical and broken,” _ Customer Experience advocate Bruce Temkin 47 Rhetoric without action
- 48. Mitchell Mackey 48 The vast majority of websites suck In 12 years only 45 of the 1500 websites Forrester Research has subjected to their website review methodology have recorded passing scores. That’s only 3%!
- 52. Mitchell Mackey 52 Marketing and IT must merge
- 54. Mitchell Mackey 54 We ain’t seen nothing yet Mobility Wearables Big & small data Open APIs The sharing economy The Internet of Things Machine learning Artificial intelligence
- 56. Mitchell Mackey 56 The essential truth “The only sustainable competitive advantage is knowledge of and engagement with customers _ Forrester Research’s Josh Bernoff.
- 57. Mitchell Mackey More likely to consider your brand More likely to recommend Willing to pay more! _ Jack Morton 2013 Customer Experience research, including 1000 Chinese customers Engaged customers are:
- 58. Mitchell Mackey 58 Don’t let fear hold you back
- 59. Mitchell Mackey 59 We are all experience makers & managers Define a vision & mobilize: “make it easy” Embrace digital transformation Strive for systematic, sustainable change Jointly own, with Sales, the revenue target Cultivate a dynamic, agile culture
- 60. Mitchell Mackey 60 The need for speed is real Always be testing Build, measure & learn The fast will beat the slow
- 63. Mitchell Mackey 63 Thanks Visit my blog at: www.mitchellmackey.com.au