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10.7.14

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The foundation of any strong relationship is ongoing trust and good communication, including the connection between corporations and consumers. When companies focus on customer relationships, their goal must be mutually beneficial: satisfied clients who are happy to keep doing business with the brand. This win-win scenario only happens when they join forces.

Consumers are invited by the company to opt-in to share their location, preferences, suggestions, experiences, and behaviors. Through this data collection, marketers can deliver value back to the customer, such as through rewards, targeted offers, relevant advertisements, and product and service improvements. Just as strong relationships with family and friends take an ongoing commitment, brand-consumer relationships also require a constant nurturing process.

How can brands work with their customers to form long-lasting, mutually beneficial, and deeper relationships? Join our panel of experts and us on a live webinar as we discuss:

· The importance of inviting consumers to share from the start

· Gathering and managing customer data on an individual level

· Progressing successfully through the stages of brand-consumer intimacy

· Creating key performance indicators (KPIs) around consumers

· Maintaining consumer loyalty in the crowded marketplace

· Consumer data protection that suits both company and customer

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10.7.14

  1. 1. How Marketing Can Power Engagement: Using Analytics to Deepen Customer Relationships #SMTLive
  2. 2. #SMTLive Thank You to Our Sponsor @SAPCRM
  3. 3. #SMTLive Join the Conversation…
  4. 4. #SMTLive Our Speakers Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Swati Sinha is an analytics solution professional, she specializes in sales, marketing and service LoB. She likes to evangelize how business leaders can provide best customer experience with help of innovations in customer analytics. Her love for technology and art-of-possible helps her better understand customers and promote the right solution. Swati serves as Global Director Solutions Marketing at SAP. Her experience spans product development, solution management and solution marketing touching various aspects of CRM solutions. @SNSinha Kevin Poe is a Client Consulting Director working within Experian Decision Analytics’ Global Consulting Practice. He works with clients on a broad spectrum of issues, including customer experience, multi-channel sales and service, analytics, business process, and marketing strategies. He has held senior positions at Capital One, SunTrust Bank, and McKinsey in a wide range of roles in North America and Europe. He has worked extensively for and with banks for over 15 years following roles in engineering and consulting for industrial manufacturers and energy companies. Bob Gilbreath is Co-Founder and President of Ahalogy, a Pinterest & Content marketing company that works with companies such as P&G, Kraft and Abercrombie & Fitch. Previously, Bob was a partner at digital agency, Bridge Worldwide, which was acquired by WPP. Post-acquisition, Bob became Chief Strategy Officer of POSSIBLE. Bob is the author of The Next Evolution of Marketing: Connect with your Customers by Marketing with Meaning (McGraw-Hill). His career started in marketing at Procter & Gamble, where he launched Mr. Clean Magic Eraser and was named an Advertising Age Top 50 Marketer. Bob has an MBA in Marketing from NYU/Stern and a BA in Economics from Duke University. @mktgwithmeaning
  5. 5. Using Analyticsto Deepen Customer Relationships October 7th 2014 Swati Sinha Director Analytics Strategic Product Marketing s.sinha@sap.com snsinha www.linkedin.com/in/swatinigamsinha/
  6. 6. © 6 FewerChannels Limited Feedback Broadcast Model © 6 The Old Way of Doing Things
  7. 7. © 77 6.5 BILLION Mobile Phone Subscribers Worldwide 127 Minutes of Mobile App Usage a Day in the US76% Increasein SocialMedia Usage in One Year New Channels Greater Interactivity
  8. 8. © 8 Instant Gratification Cross- Channel Personalized Social Dimension
  9. 9. © 9 Real-time Big Data 360-degree Generate Real-time Consumer Insights
  10. 10. © 10 BringTogetherBigData about Consumers Mobile devices Website Collect Big Data from MultipleSources Sensors Social media3rd-party data Enterprise Systems
  11. 11. © 11 Future behavior Consumer history Current context (e.g., time, location, usage, emotions, intent) (e.g, purchases, engagement across channels) (e.g., prediction of lifetime value) Consumer Identity (e.g., attributes, public data, likes, interests , memberships, ownerships, segments) GenerateaCompletePictureoftheConsumer Generate Consumer Insights in Real-time
  12. 12. © 12 Deliver Engaging ExperiencesPersonalized Any Device Social
  13. 13. © 13 DeliverEngaging Experiences Createa RicherExperience EngageConsumersona 1-to-1Basis ProvideInstantGratification Provide immersive experiences, while creating opportunities for social connection Deliver 1-to-1 personalized offers, content and recommendations in real time Enable consumers to complete transactions, access services and give feedback – anytime, anywhere
  14. 14. © 14 Create a More Responsive Enterprise New Business Models Sense and Respond Optimize
  15. 15. © 15 Create a More Responsive Enterprise Createandshapedemandin real time Rapidlymatchsupplytoa changing market Develop new productsandbusiness models Adjust marketing campaigns on the fly and dynamically optimize promotions Sense and respond quickly to optimize inventory levels and product assortment Uncover new consumer needs and monetization opportunities
  16. 16. © 16 Clear Benefits Improved Business Performance Greater Spend per Customer Stronger Customer Loyalty
  17. 17. © 17 Feel free to connect with me at : s.sinha@sap.com snsinha www.linkedin.com/in/swatinigamsinha/ THANK YOU!
  18. 18. ©2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Upgrading to Exceptional Customer Experience through Business Transformation
  19. 19. 19©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Macro trends in customer experience INTEGRATE customer behavioral data Customer JOURNEY MAPPING is KEY The changing role of the CMO - TECHNOLOGY DRIVEN The rise of EMPATHYPredictive ANALYTICS leading to anticipatory customer service COMBINE customer experience methodologies MOBILE, MOBILE, MOBILE: retail / digital integration The CMO and the CIO must WORK TOGETHERStrong focus on the “OMNI- CHANNEL” ENGAGED employees = GOOD customer experience Marketers will receive DATA & ANALYTICS TRAINING CONTACT CENTERS morph into “relationship hubs” Better utilization of collected CUSTOMER DATA
  20. 20. 20©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Challenges that prevent a great customer experience Customers expect cross- channel knowledge! LACK OF CHANNEL INTEGRATION TOTAL RELIANCE ON TECHNOLOGY & AUTOMATION Resulting in an inconsistent and uninformed experience Without really understanding customers’ expectations and needs It’s still all about real people! INTERNAL VIEW OF CUSTOMER EXPERIENCE Without getting customer input or understanding their pain points UNCLEAR OWNERSHIP Within the organization Who’s customer experience is it? Who owns it, who supports it, who implements it? “80% of executives believe their company is delivering a superior customer experience, yet in 2013 only 8% of companies surveyed received a top grade from their customers” Forrester analysis (1/14)
  21. 21. 21©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. The journey to optimizing customer experience What do we need?  Pilots of enhancements  Champion-challenger tests of decision strategies CUSTOMER EXPERIENCE TESTING PROGRAM  Predicted impact of various processes and decisions on different segments of customers  Expected impact of improved customer satisfaction on retention, costs, profit PREDICTIVE MODELING OF CUSTOMER ENGAGEMENT & SATISFACTION  Application, behavioral, third-party and interaction dataCUSTOMER DATA  How valuable is a highly satisfied and engaged customer – especially one who becomes a vocal advocate? FINANCIAL IMPACT MEASUREMENT  Statistically robust measurement of the experience – for customers and prospects CUSTOMER SATISFACTION SURVEYS (e.g., NPS)
  22. 22. 22©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Consumer banking case study Getting the customer experience right B U S I N E S S C H A L L E N G E A smart marketing team used the change as a successful marketing campaign Given the considerable cost savings, the bank changed their customer service operations to off-shore call centers. There was an unexpected downturn in CSAT and retention, as customers expressed their unhappiness. S O L U T I O N Listened to customer feedback to realize that customers wanted to speak to someone local who they felt understood them and their needs. The bank responded by reversing their off-shore decision. A large UK bank realized that a cost-effective operational decision had significant negative impact to the customer experience. A B O U T T H E C L I E N T Bounce back in CSAT and NPS Improved retention by 5%
  23. 23. 23©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Telco case study Building customer engagement Organic growth through loyalty and referrals 4% reduction in churn 7% increase in new referral customers Fewer detractors who can have a negative impact Communicate – through internal communication that customer experience improvement is the key goal in all management initiatives Understand – identify key drivers of NPS, including correlation of NPS with CSAT and engagement Implement action plan – deliver on customer expectations and measure impact through NPS and other feedback S O L U T I O N NPS program with monthly phone and email interviews targeted to customers and competitors’ customers for competitive benchmarking. Then, implemented suggested changes for improved engagement. BU S I N E S S C H A L L E N G E Leveraging the power of NPS has helped a wireless Telco improve customer experience to keep more and get more customers. A B O U T T H E C L I E N T
  24. 24. 24©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
  25. 25. Pinterest: A COMPELLING NEW PLATFORM FOR CONTENT MARKETING
  26. 26. Pinterest (and content discovery) follows 80-for-20
  27. 27. Optimizing Pinterest copy through data science
  28. 28. When you continuously learn & optimize, you can get a viral repin rate
  29. 29. #SMTLive Our Speakers Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the author of five “Dummies” books including Facebook Advertising for Dummies (Wiley 2010), and Facebook Marketing for Dummies 3rd Edition (Wiley 2012). @PaulDunay Swati Sinha is an analytics solution professional, she specializes in sales, marketing and service LoB. She likes to evangelize how business leaders can provide best customer experience with help of innovations in customer analytics. Her love for technology and art-of-possible helps her better understand customers and promote the right solution. Swati serves as Global Director Solutions Marketing at SAP. Her experience spans product development, solution management and solution marketing touching various aspects of CRM solutions. @SNSinha Kevin Poe is a Client Consulting Director working within Experian Decision Analytics’ Global Consulting Practice. He works with clients on a broad spectrum of issues, including customer experience, multi-channel sales and service, analytics, business process, and marketing strategies. He has held senior positions at Capital One, SunTrust Bank, and McKinsey in a wide range of roles in North America and Europe. He has worked extensively for and with banks for over 15 years following roles in engineering and consulting for industrial manufacturers and energy companies. Bob Gilbreath is Co-Founder and President of Ahalogy, a Pinterest & Content marketing company that works with companies such as P&G, Kraft and Abercrombie & Fitch. Previously, Bob was a partner at digital agency, Bridge Worldwide, which was acquired by WPP. Post-acquisition, Bob became Chief Strategy Officer of POSSIBLE. Bob is the author of The Next Evolution of Marketing: Connect with your Customers by Marketing with Meaning (McGraw-Hill). His career started in marketing at Procter & Gamble, where he launched Mr. Clean Magic Eraser and was named an Advertising Age Top 50 Marketer. Bob has an MBA in Marketing from NYU/Stern and a BA in Economics from Duke University. @mktgwithmeaning
  30. 30. #SMTLive Thank You to Our Sponsor @SAPCRM
  31. 31. #SMTLive Upcoming Webinar October 14th Marketing Automation: Keeping Up with the Digital Transformation of Marketing

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