Redefining the Moments of Engagement by Andrew Thomas
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In the age of the customer, consistently delivering great customer experiences is directly correlated to business success. Objectives like brand value and revenue growth are significantly impacted by the experience we deliver to our customers. Today’s customer expects to be engaged through a relevant array of content, visuals and rich media across a multitude of touch points that excite, inform and emotionally connect. They are on a journey, and each experience matters. As a result, we marketers need to shift our thinking to more of an outside-in approach. Increasingly, we will need to deliver contextually relevant experiences all the time, everywhere, across all devices, in any language. Join this session to explore the relationship between business success, key customer experience drivers and a new context centric marketing approach.
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Redefining the Moments of Engagement by Andrew Thomas
- 1. SDL Proprietary and Confidential Redefining the Moments of Engagement Andrew Thomas, Director of Marketing, SDL Oct. 23rd, 2014
- 2. 2 For you, it’s all about the business
- 3. 3 For a business, it’s all about the customer
- 4. 4 For the customer, it’s all about the experience
- 5. 5 are more likely to purchase something following a good customer experience 86%
- 6. 6 Do you know what experience will win your customer?
- 7. 7 of companies believe they deliver a superior experience 80% 8%of consumers agree
- 8. 8 Who’s your competition?
- 9. 9 8 sec < 9 sec average attention span of a goldfish average attention span of a person
- 10. 10 You don’t know how to market to your customer Most marketing is focused on the wrong things…
- 11. 11 of companies do not maintain an effective customer feedback loop 70% of companies are structured internally to deliver superior customer experiences 30%
- 12. 12 The Entire Journey Matters Consider PRE-PURCHASE Research Evaluate PURCHASE Engage Advocate POST-PURCHASE
- 13. 13 Language is key … 20 languages are required to reach 80% of online population 70% of internet traffic comes from non-English native countries 72% spend all or most of their time on websites in own language @ Pope makes Twitter debut in 8 languages Coca-Cola Super Bowl advert sung in 9 languages Only 27% of internet users speak English
- 14. Know your customer 14
- 15. 15 Know Your Customer Shared Profiles 360° Views Customer Analytics
- 16. Reach your customer 16
- 17. 17 Reach Your Customer Easy to Find & Use Structured Content Omni-Channel
- 18. Convert your customer 18
- 19. 19 Convert Your Customer Contextual Offerings Real Time Delivery Localized Content
- 20. Engage your customer 20
- 21. 21 Engage Your Customer Social Listening Direct Feedback Sharing Platform
- 22. 22 Know, Reach, Convert & Engage customers across the entire journey
- 23. 23 23
- 24. 24 Deliver Engaging Experiences Convert Customers to Advocates Drive Business Success
- 25. 25 http://www.sdl.com blogs.sdl.com/company twitter.com/sdl google.com/+sdlonline facebook.com/sdlplc blogs.sdl.com/digital-experience linkedin.com/company/sdl-plc slideshare.net/sdlonline youtube.com/sdl
- 26. Global Customer Experience Management Copyright © 2008-2014 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.
Editor's Notes
- Main Point: For you, it’s all about the business. Script: For you, it’s all about the business: increasing revenue increasing your conversion rates increasing leads reducing time to lead delivering a common brand experience.
- Main Point: For a business, it’s all about the customer. Script: And for the business, it’s all about the customer: the customer journey itself – from awareness to interaction to transaction to advocate touchpoints on the customer journey Customers are the source of your revenue, your company reputation, your Brand Equity. For them, it’s all about…
- Main Point: For your customer, it’s all about the experience. Script: And for the customer it’s all about the experience: all their interactions with Products Web sites Marketing materials Advertisements Purchasing (or any interaction) process Employees Brand-related social conversations Call centers, help desks, support documentation Through all channels (online, mobile, social, print, etc.) And making that experience as integrated, personalized, consistent Transition: And why does this matter?
- Main Point: 86% are more likely to purchase something following a good customer experience. Script: If you get the Customer Experience right (in the eyes of your customer), the results can be dramatic. In a recent survey by the Temkin Group: 86% of customers are more likely to purchase something following a good customer experience 64% are unlikely to repurchase something if they are very dissatisfied with the customer service interaction A truly optimized customer experience goes beyond the transaction to the creation of an emotional relationship that generates the business outcomes on which Marketing (and be extension, the whole business) is ultimately judged – such as revenue, positive peer review, word of mouth, share of wallet, and customer retention. Transition:
- Main Point: But you don’t know what experience will win your customers. Script: Your customer’s expectations are constantly shifting. They’re at home, and at work, or on vacation, or traveling somewhere in between. They’re shopping for themselves, and then they’re shopping for a gift for someone else. They may be tight on time, or be looking for a more in-depth understanding of the product, a service, your brand. They may be any of these things, and more. And will constantly change where they are, what they’re doing, what they want, what they expect – what will resonate. It’s your job to not only deliver messages and experiences that are relevant to all of these expectations, but be able to adapt the experience as customer expectations shift. Transition: Most organizations think they’re pretty good at this…
- Main Point: 80% of companies believe they deliver a superior experience, but only 8% of consumers agree. Script: In a study by Bain & Company, “Closing the delivery gap”, more than 350 companies were surveyed, and 80% believed that they delivered a “superior experience” to their customers. But when Bain asked customers of those companies about their own perceptions, only 8% agreed that those companies were really delivering. Transition: In addition, there is an additional knowledge gap… Source - http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf
- Main Point: You don’t know who your competitors are. Script: It’s your customers’ attention span. And who’s most able to capture it.
- Main Point: Consumer attention spans becoming shorter and shorter. While you may think your competition is the next company over in the same market or space at your, your REAL competition is everyone that is trying to capture the consumer’s attention – and that means you are competing against everyone and every company out there. Because what matters is … can you capture the person’s attention within 8 seconds? Even a goldfish has a longer attention span at 9 seconds! Script: The average attention span of a person in 2013 is 8 seconds, down from 12 seconds in 2000. The average attention span of a person in 2000 – 12 seconds The average attention span of a gold fish – 9 seconds Your customers’ expectations for CX is being judged against all brand interactions – regardless of industry, geography, or sector. The benchmark for CX excellence is not set within your industry; it is set across all brand interactions. Your competition is Google, Virgin Atlantic, Apple, Amazon, Four Seasons, Trader Joe’s, Dairy Queen, USAA, Disney, your customer’s favorite local store. Some of these brands have decades upon decades of history and experience perfecting CX, or have spent billions of dollars. You may not have this history, time, or resources – so how do you compete? Transition: you need to focus what resources you do have in the most effective way possible Source: http://www.statisticbrain.com/attention-span-statistics/
- Main Point: Marketing is largely focused on acquiring new customers – ignoring existing customers that may be a brands best source of revenues and advocates. Script: A Customer Experience is all about their first exposure to a brand, or product, or offering. It’s all about the Marketing, and Marketing is all about driving prospects to Sales – taking people from Curious to Cash. It’s also about every interaction after the transaction – product delivery, use, customer support and customer care, ideally engaging the customer so that they purchase again, and better yet, recommend the brand to friends and family. Brand advocates are one of the most valuable resources marketing has to drive new and repeat customers to The Transaction, and Brand Advocates are created from post-transaction customers Marketing “owns” the engineering of customer interactions – this expertise and capability must be deployed across all parts of the Customer Journey, from awareness to transaction to advocacy. While Marketing has long been tasked with (and extremely challenged to measure) Knowing and Reaching customers, the long-term value lies in Converting those customers to repeat buyers Think of it this way: a traditional funnel-centric marketing benchmark is: a 1% conversion from interested people to Sales-Accepted Leads. This means we’re satisfied (and likely celebrating) a 99% defect rate in our customer acquisition / transaction-generating processes. And that doesn’t even get us to Brand Advocacy… What’s your organization’s conversion rate from inquiry to opportunity? Marketing can do better. Must do better. And post-transaction focus is the way. Even getting to 2% not great, but it’s a 100% improvement. The bar is low; and the upside rewards are huge. Transition: Most companies aren’t currently organized to deliver on this…
- Main Point: most companies aren’t set up to address the customer both before and after purchase, throughout the entire Customer Journey Script: in a Bain & Company survey, 70% of companies were found to not maintain an effective customer feedback loop, and only 30% of companies are structured internally to deliver superior customer experiences. The customer experience isn’t just the first interaction, or even all the interactions until “the sale.” It spans the entire Customer Journey – from initial awareness to Brand Advocacy. Transition: The Customer Journey spans four phases: Source - http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf
- Main Point: Know your customer. Script: The only way to know how your customer will react to something, or what they may like or prefer is to understand them. Unknown Known Customer Advocate But “Peter’s” preferences will change over time as he enters different stages of his life. Continuous learning Profile, Location, Language, Device, Age, Gender, Demographic, etc. Where is all this data? It’s spread across different systems – We can help you tie it all together and make sense of who the customer at this moment in time.
- Main Point: Reach your customer. Script: Deliver visually appealing, easy to navigate, attention grabbing experiences on the device of choice. Segmented content Web content management Delivering exceptional experiences Multi-channel / Omni-channel How fast can you react and do this? Minutes Hours Days or Weeks?
- Main Point: Convert your customer. Script: Deliver an experience with the wrong context is useless (if not a turn-off). My grandmother lives in Los Angeles, but only speaks and reads Chinese. As she walks past Gap, if an ad or message pops up on her phone in English (the primary language in the US), she is going to ignore it. But if you send it to her in Chinese, then you’ll catch her attention. Striving for real-time “interactions”.
- Main Point: Engage your customer. Script: Turn the customer into an advocate/fan who will then become your marketing engine … promoting you to their network, and coming around in the next cycle to become a repeat customer. Have you or will you buy another Apple phone?
- Main Point: Know, reach, convert and engage your customer across the entire journey … globally. Deliver seamless, contextual experiences at each point of the customer journey – across channels, devices and languages. Engage all parts of the organization to drive exceptional Customer Experience (marketing, sales, support, Accts Rec., IT, etc.) – it’s not just the CMO any more Utilize the Voice of the Customer – not internally-focused perspectives (about which, in all honesty, the customer really doesn’t much care) Customers matter, even after The Purchase: extend Customer Experience across the entire brand relationship Transition: to make this vision a reality requires a broad set of capabilities, and in our current environment, that means digital. Integrated digital experience solutions, built for Customer Experience professionals (not just Marketing), and approved by IT (i.e., if the solutions are hard to deploy, complex to manage, and don’t fit with existing technologies, they won’t work as advertised).
- SDL has solutions to help you all optimize your customers experience across your organization whether it be customer support, marketing, eCommerce or more SDL’s customer experience cloud solutions can help