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Now What? How to Execute on your Customer Experience Strategy

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Our latest presentation at the Total Digital Experience conference in August. Includes suggestions on executing Precision Marketing efforts based on a solid CX strategy. Features a client case study with examples of a successful contact strategy.

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Now What? How to Execute on your Customer Experience Strategy

  1. 1. NOW WHAT? How To Execute On Your Customer Experience Strategy Anne Cramer, East Bay Group @Custoholic August 21, 2014
  2. 2. How did we get to now? ¨ You have the strategy ¨ You have the technology ¨ You have the content development capability ¨ You have the team (or partners)
  3. 3. Precision MarkeOng Must be: Relevant Data Driven Value and Needs Based Ever-­‐evolving
  4. 4. Relevance: Customers have come to expect and even demand it ¨ Uniqueness and personalizaOon ¨ Convenience and channel opOons ¨ Value ¨ ParOcipate with companies in the value-­‐creaOon process ¨ Relevant informaOon to make beYer buying decisions ¨ Social interacOon (off-­‐line, on-­‐line, virtual) 4
  5. 5. Data Driven: MulO-­‐channel interacOons fuel a comprehensive strategy The right message to the right person at the right Ome through the right channel to manage the customer experience and have each customer reach their value potenOal Sales Interactions Marketing Interactions Service & Support Interactions Buyer Journey Manage the Buyer Experience Across All Channels SOCIAL MEDIA
  6. 6. Value and Needs Based: ImplementaOon of segment strategies across the lifecycle Value Segmentation Behavioral Segmentation Need-based Segmentation Propensity Analysis Churn Analysis ¨ Precision TargeOng ¤ Marketer-­‐iniOated communicaOons delivered to specific segments via addressable channels Precision Targeting Direct Mail Outbound Telemarketing Mobile Messaging Retail Point of Sale E-Mail Home Page Targeted Display Ads Mass Targeting Dynamic Targeting Microsites Search Engines Blogs RSS Feeds Smart Phone Apps Targeted TV Broadcast TV Radio Print Retargeted Display Ads Un-Targeted Display Ads Social Networks Inbound Telemarketing Outdoor ¨ Mass TargeOng ¤ Marketer-­‐iniOated communicaOons delivered across mass media channels and/or wide geographic areas ¨ Dynamic TargeOng ¤ Consumer-­‐iniOated behaviors that trigger specific markeOng iniOaOves and interacOons
  7. 7. Ever Evolving: Cost effecOvely developing a learning relaOonship over Ome 7 INITIAL CONTACT Learning Relationship Ask for information Show that you learned from previous interaction Ask for information Show that you learned and ask for appointment Drip 1 Drip 2 Drip 3 Direct To Sales “Rate your firm’s readiness for x regulation” “What steps are you taking?” “52% of firms don’t think they are ready for x” “Case study to get ready for x regulation”
  8. 8. Case Study Large MulO-­‐brand Hospitality Company
  9. 9. Customer Experience ObjecOves Develop describable segment profiles that are acOonable for markeOng and sales purposes: • Develop Customer Segment Profiles • Create segment-­‐driven customer strategy and tacOcal plan • UOlize analyOcs to idenOfy ‘look alike’ core prospects Use knowledge derived from segmentaOon to improve acquisiOon, retenOon and loyalty/growth • Develop differenOated treatments for each intersecOon of a needs cluster with a value segment • DifferenOated markeOng and sales • Relevant communicaOons: message and channel plans • Upsell/Cross sell as appropriate Smart customer treatment across the company and 9 its brands
  10. 10. First, the Journey Map(s) 10
  11. 11. We obtained a 2700 ‘view’ due to lack of financial data – we were able to use proxies for any gaps Age Income Wealth Gender Family Composi9on Geographic Trip History Response History Booking History Channels Web Behavior Sa9sfac9on Frequency Value Revisit Brand Affinity Interests AFtudes Preferences Demographics Behaviors Value and Models Psychographics 11
  12. 12. Wealthy AcOve Ladies Segment Profile ¨ AcOve, adventure seeking ¨ ReOred or highly educated professionals ¨ Ranging in age from 45-­‐65 ¤ 30% are single but 65% are traveling alone or with a girlfriend ¨ High interest in InternaOonal travel ¨ Online savvy, including asset management, banking and travel plans ¨ Frequently fly for business and pleasure Preferred Brands Adventure Brand 1 Adventure Brand 2 Cruise Resort 1 Resort 2
  13. 13. Wealthy AcOve Ladies 3rd Party Data Matching Adventure Seekers Camping Bird Watching Wildlife Photography Boating Ocean Activities Golf Skiing Above Average No None No No No No No No Key None Low Moderate High Travel Indicators Online Travel Plan Frequent Flyer for Business Frequent Flyer Travel in General International Travel Travel in US Cruise High High Highest Highest Highest Highest Highest Activity Indicators Technology & Other Indicators Heavy Internet Usage Internet Buyer Bargain Seekers Catalog Buyers Gourmet Cooking High Average No No No 13
  14. 14. Wealthy AcOve Ladies Contact Strategy Value ProposiOon Knowledgeable Guides You don’t have to travel alone LogisOcs and planning handled Messaging Woman-­‐ friendly travel Adventurous, but safe Make new friends around the world Offers Friends fly / travel free Single Supplement Offers Supplemental Excursions RetenOon/ Support Social Media follow ups High touch follow up Meet over Skype before trips CommunicaOons Targeted email Social Media / Reviews Catalogs -­‐ Targeted 14
  15. 15. Wealthy AcOve Ladies Contact Strategy Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Triggers and General emails Triggers + emails Q2 Campaign Triggers + emails Q3 Postcard Quarterly DM communicaOons that support a conOnuous relaOonship Targeted • Q2: “Don’t miss out on the Adventure.” – highlight Trips and Spa Weekends • Q3: All about ease of travel – Show guide-­‐led adventure vacaOon opOons, highlight higher class ships/desOnaOons • Ongoing emails: Last minute offers and sales -­‐ life is short – travel your bucket list now! 3rd Party accolades for trips (Nat Geo, REI, Outdoor Mag etc.) • Create and sell combo packages targeted to 1. Solo women 2. Bring a friend DM or EM communicaOons that focus on the lifecycle of the past guest with a discount (vs. an upcharge) Timed • Trip Anniversary Trigger with Single Supplement offer • Model past trips – offer themed (adventure, relaxaOon, internaOonal bucket list) and offer consultaOon • ConsideraOon – offer up Why Us – we cater to AcOve Women who know what DM or EM communicaOons that result from behaviors and customer engagement they want Triggered • Pre trip info packages and opOons to meet up with other group travelers • Pop up sales both for trips and bring a friend – you get an upgrade and they get a trip with no solo supplement or add a supplemental opOon etc.
  16. 16. Wealthy AcOve Ladies Key Influencers They rely most on past experience (their own and friends/family), publicly available informaOon and raOngs services to help select a lodging or trip organizer They may not easily discover your brands today. Need more brand awareness as cross-­‐sell increases Recommenda9ons from friends and family are the strongest influencers on Wealthy Ac9ve Ladies Friends and Family Brand Awareness Social Media They rely on reviews to a greater extent. Travel agent and transacOonal internet site recommendaOons are influenOal, but generally not the primary decision influencer. 16
  17. 17. Lifecycle Programs and General Outreach ¨ Suggested Lifecycle Programs ¤ Awareness/ConsideraOon ¤ At Booking ¤ Pre-­‐trip ¤ On Property/During Trip ¤ Post-­‐trip ¤ Birthday/Anniversary Triggers ¨ General Programs ¤ Welcome ¤ Upsell (by Segment) ¤ General Outreach for Top Deciles by Segment ¤ Referrals ¤ Surveys as MarkeOng Tools ¤ Opt In ¤ Social ¤ Abandoned ReservaOon
  18. 18. Data-­‐driven personalizaOon along the customer lifecycle Welcome -­‐ General Data Entry -­‐ Personal Data Entry (opOonal) Select Op9ons -­‐ Pre-­‐Cruise-­‐Planner -­‐ Personalized order of offers -­‐ Special offers Database Confirma9on/ Informa9on -­‐ Personalized info -­‐ Chosen channel and in a format suiOng the customer segment Trip/Cruise -­‐ Personalized Service -­‐ Gather InformaOon AOer Trip/Cruise -­‐ Personalized Thank-­‐you -­‐ Loyalty Club invitaOon -­‐ Personalized Offers Loyalty Club -­‐ Increased PersonalizaOon -­‐ Personalized offers USAGE as personalized as possible INPUT as much as possible
  19. 19. Customer Strategy by Revenue Tier Segments 2 & 6 Get/Keep Segments 3 & 4 Grow Segment 1 & 5 Status Quo Recogni9on Programs Post stay interacOon to say “thank you” Brand level programs Frequency Marke9ng Learn buying cycles Fewer discounts More perks Enhance Rela9onship Tailor the relaOonship – See Affluent Deck Excep9onal Service Perks, Staff AYenOon Guaranteed Omely response to phone & emails Premature Privileges Challenge to commit to Rewards level Value Streams Sell related products and services in likely bundles Good QA and Follow up Access to most skilled CSR’s, customer service interacOons include up/cross-­‐selling Responsive Stop soliciOng Win back for unknowns Economical Service Customer service opOons Cheaper for using only web No Discounts Rack Rate Pop-­‐ Up Offers Shoulder Season
  20. 20. Welcome Stream WHAT: ¤ Emails that are triggered based on a new registrant, first-­‐Ome customer reservaOon or catalogue request. WHEN: ¤ Customer: Immediately ater booking. n Should be a series, based on acOon/reacOon customized for purchase type/channel and possible model segment. n Should be mulOchannel and give a chance for opt in, feedback and Ops. WHY: ¤ To engage new customers and to start the process of understanding them for future interacOons. HOW: ¤ Start: Pull new prospect/customer list daily based on data collected during booking. ¤ Automate: Trigger based
  21. 21. Pre-­‐stay -­‐ Upsell ¨ WHAT: ¤ Remind customers that there are things to do on Property, souvenirs to purchase, F&B opOons. ¤ Ideally, it should be a gentle effort with a confirmaOon vs. an “ask.” ¨ WHEN: ¤ Should be done at consideraOon in call center and pre-­‐stay for all. ¤ Can Oe into birthday, anniversary, life events. ¨ WHY: ¤ It makes it easy for customers to try another lodging opOon ¤ If reservaOons are Oght, offer spa or special dinner event to improve experience. ¨ HOW: ¤ List pull based on paYerns of orders. ¤ Property knowledge
  22. 22. Pre-­‐Stay – High Value ¨ For High Value Room/Trip Guests ¤ Hold prime restaurant table in their name and send personalized invitaOon ¤ Offer selecOon of ameniOes (fruit, free drinks or dessert, parking, etc. depending on venue)
  23. 23. Pre-­‐trip Engagement (#) ¨ WHAT: ¤ Get ready emails that build excitement ¤ Packing lists, excursion details, other recommendaOons ¨ WHEN: ¤ Pre-­‐trip lifecycle stage ¤ Test and learn to determine best Oming ¨ WHY: ¤ Builds excitement ¤ May lead to cross-­‐ or upsell ¨ HOW: ¤ List pull based on pre-­‐trip Oming as well as segment details
  24. 24. On Property/During Trip ¨ Hand out invitaOons to 1:1 type experiences and events that are occurring during that stay, as well as calendar of future events that are in their interest area. ¨ Personalize for individual brands
  25. 25. Post-­‐trip re-­‐engagement ¨ WHAT: ¤ Offers to select guests, especially first Ome visitors, to review and refer ¤ Thanks for the memories, post your photos, write a review, stay in touch ¨ WHEN: ¤ Post-­‐trip lifecycle stage ¤ Test and learn to determine best Oming ¤ Known trigger dates – birthdays, anniversaries ¨ WHY: ¤ Extend warm feeling of vacaOon ¨ HOW: ¤ List pull based on post-­‐trip Oming as well as segment details
  26. 26. Referrals ¨ WHAT: ¤ 92% of consumers trust recommendaOons from friends vs. 33% who trust online ads – Nielsen ¨ WHEN: ¤ Triggered based on desired behaviors ¤ Test and learn ideal Oming post-­‐trip ¨ WHY: ¤ Customers are likely to refer people like themselves, adding to valuable prospect pool ¤ Keep your company top of mind ¨ HOW: ¤ Make it easy to share, refer, review ¤ Provide incenOves
  27. 27. PromoOonal Mailings & Flash Sales WHAT: ¤ Mix up promoOonal types to create a barrier to discount “waiOng.” ¤ Use limited Ome, only X let and Flash Sales for distressed inventor or to target specific segments. WHEN: ¤ Rotate in and out of current promo schedule. WHY: ¤ To keep engagement and aYenOon as well as tesOng what works best for different segments. HOW: ¤ Display ad connecOon needs to be Oed into specific landing pages. ¤ Metrics/tesOng parOcularly important
  28. 28. InacOve and Non-­‐Opt-­‐in Management WHAT: ¤ Program designed to “reacOvate” disengaged customers ¤ Data management process component ¤ Opt in strategy WHEN: ¤ Best approach is right ater a set period of inacOvity ¤ Take into consideraOon the lifecycle of product and recency of the campaign n On recurring basis for cleansing WHY: ¤ InacOves reduce ROI; can cause deliverability and inbox placement issues and are a lost revenue opportunity; low hanging fruit HOW: ¤ Develop list segments based on inacOvity type. ¤ Evaluate record and offer an incenOve or git opportunity. ¤ Ask to update new preference s ¤ Prominently share unsubscribe info.
  29. 29. Lessons Learned ¨ SegmentaOon/Personas must be based in reality and acOonable ¤ Fill in the gaps! ¨ Nurturing the customer along the lifecycle ¤ Enabling the learning relaOonship ¨ Integrated mulO-­‐channel interacOons ¤ Customers are not thinking about channels, they just want what they want when they want it ¨ Flexibility ¤ The customer journey changes over Ome – keep revisiOng it and embrace conOnuous learning ¨ Test and Learn; measure, measure measure! ¨ Ongoing sharing of best pracOces ¤ Encourage innovaOon and sharing based on ongoing customer engagement
  30. 30. Thank you. acramer@theeastbaygroup.com @custoholic 30

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