This document discusses how digital technologies have empowered customers and changed expectations of customer engagement. It notes that 1 billion digital natives have joined the workforce in the past 5 years, customers are no longer passive, and they spend significant time online researching products. Companies now need a go-to-customer strategy rather than just a go-to-market strategy to better engage and delight customers across their journey. The challenges of organizational silos, limited data access, and maintaining insights across channels are holding some companies back from effectively engaging customers in this new digital environment.

1. STEVE CARLILE
Global Head,
Digital Center of Excellence
Nu Skin Enterprises

2. - Publicly Traded on NYSE
- Operates in 54 Global Markets
- Direct Selling Business Model
- Over 1 Million Independent Brand Affiliates
- Over $2.5 Billion in Annual Revenue
- 79% of Revenue Come from Asia

3. Company Profile:
- Publicly Traded on NYSE
- Operations in 54 Markets
- Direct Selling Business Model
- 1 Million Independent Brand Affiliates
- Over $2.5 Billion in Annual Revenue
- 79% of Revenue Come from Asia

5. 1 BILLION DIGITAL NATIVES
HAVE JOINED THE WORKFORCE
IN THE PAST FIVE YEARS

6. C U ST OM ER S AR E
NO LONGER PASSIVE

7. of YouTube uploads
48 hrs
217
new mobile web users
347
Wordpress blog posts
571
new websites
2,083
Foursquare check-ins
Flickr photos
3,125
3,600
Instagram photos
204,167,667
Email messages
2,000,000
Google queries
684,478
Facebook shares
Consumers spend
$272,070
100,000
Tweets
47,000
Apple app download
34,722
Facebook likes
SOURCE: DOMO, INC.
61,141
hours of music uploaded
E V E R Y M I N U T E
OF EVERYDAY

8. Digitally Connected
79%
customers spend at least 50% of
total shopping time researching
products online.
Socially Networked
53%
customers abandoned an in-
store purchase due to negative
online sentiment.
Better Informed
59%
customers are willing to try a new
brand to get better customer
service.
E M P O W E R E D
CUSTOMERS ARE

9. SOURCE– KELLER FAYGROUP
THIS CHANGES THE RULES
FOR COMPANIES

10. THIS CHANGES THE RULES
FOR MARKETERS

11. 71%
of customers don’t think
companies are doing anything
to keep their business.
SOURCE – AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
WHILE CUSTOMER EXPECTATIONS
CONTINUE TO RISE

12. DIGITAL DARWINISM
When technology and society evolve faster than
the ability for companies to adapt.

13. ENGAGE THEIR CUSTOMERS.
COMPANIES ARE STRUGGLING TO BREAKTHROUGH &

15. FIRST, IT’S NOT
ALL ABOUT THE
TECHNOLOGY
…

16. THERE IS
NO SINGLE
SILVER
BULLET
SOLUTION

18. Sales & Marketing
Funnel
Awareness
Interest
Desire
Action
19TH & 20TH
CENTURY
E N G A G E M E N T

19. SHARE RESEARCH
SHOP
PURCHASETRIGGER EVENT
COMPARE
THE 21TH CENTURY
ENGAGEMENT MODEL

20. W. L. BATEMAN

21. LET’S
TOSS OUT
a go-to-market strategy
WE NEED TO RETHINK
A GO-TO-CUSTOMER STRATEGY
OUR
STRATEGIC
APPROACH.
and replace it with

22. IT IS ABOUT CONNECTING
EMPLOYEES TO
CUSTOMERS

23. IT IS ABOUT
DELIGHTING
OUR CUSTOMERS

24. SEEING THEM AS MORE THAN
JUST A NUMBER

25. A N D A S O U R
MOST VALUABLE
ASSET

26. It’s now our obligation to study how,
where, and why customers are connecting;
and how they are
MAKING AND
INFLUENCING
DECISIONS.

27. W H E R E D O W E
START?

29. CONNECTING OUR ENTERPRISE BY
BRINGING TOGETHER

30. CHARLES DARWIN

31. CHANGE IS THE
BIGGEST OBSTACLE
BUT CHANGE HAS NOW CHANGED.
IT IS NOW…
EVER SURPRISINGUNRELENTINGUNFORGIVINGONLY GOING TO GET FASTERAND FASTERAND FASTER…

33. AWARENESS CUSTOMER BRAND ADVOCATE
BUYER’S
JOURNEY
SELLING
MOTION
Shape Vision
Influence
Compare
Assess Risk
Differentiate
& Value
Purchase
Support
Set Criteria
Build Confidence
Loyal or a
Detractor
Close
GuideDiscoverTarget Win
Commit to
Change
TO WIN TODAY
WE MUST ALIGN OUR MARKETING TO OUR BUYER’S JOURNEY

35. WHAT’S HOLDING COMPANIES BACK?
Core
technolog
y
Organization
al silos
Capabilities
&
resources
Data
access
across
channels
Maintaining
360 degree
insights

36. Organized functionallyNo responsibility for the
E2E experience
Limited visibility Metrics and incentives
Performance data
CHALLENGES

44. THANK YOU