SlideShare ist ein Scribd-Unternehmen logo
1 von 14
Downloaden Sie, um offline zu lesen
Customer Engagement:
The Proper Alignment of Brand
Promises, Business Processes
 and Customer Experiences

     Customer Engagement Strategies, Inc.

                  April, 2007
Customer Engagement Defined

     Processes                                    Promises



                   Business          Brand
                                                      Customer
                                                      Engagement:
                                                      Proper
                                                      Alignment of
                                                      Promises,
Customer “Hot                                         Processes and
Spots” – where           Customers                    Experiences
Processes create                                      Resulting in
a disconnect                                          Value for
between                                 Experiences
                                                      Customers and
Promises and                                          Businesses
Experiences
Brand Promises Realized as Customer
Experiences
•   Engagement is the proper alignment of
    promises and experiences
•   Business Processes are the alignment tools
•   Companies must decide what they want
    customers to think, feel and do throughout the
    customer life-cycle
• Businesses enjoy:          • Customers enjoy:
  – More revenue               – Experiences that live
  – Greater customer life-       up to or exceed
    time value                   expectations
  – More referrals             – More easily realized
  – Customer loyalty             benefits
  – More targeted              – Relationship clarity
    investments in             – Greater confidence in
    customer facing              their decisions
    processes and              – More value for their
    programs                     investment
  – More value for their
    investment
Customer “Hot Spot” – Processes Disconnect

No Robust Processes:
                                                     Promises
•Misalignment
•Inconsistent experiences
•Lack of customer trust                 Brand
•Less repeat business
•Fewer referrals
•Less revenue



                            Customers

                                           Experiences
Customer “Hot Spot” – No Promises

 Processes

                                  No Brand Promises:
                                  •Misalignment
             Business
                                  •Confused expectations
                                  •Lack of customer trust
                                  •Less repeat business
                                  •Fewer referrals
                                  •Less revenue
                   Customers

                               Experiences
Company “Hot Spot” – No Experiences

 Processes                                            Promises



               Business                Brand




              All of this assumes the Brand and
             Business are of interest to the market
Creating the State of Customer Engagement

• The Four Stages of Customer Interaction
  1. Initiation – on boarding new customers
  2. Integration – achieving operational excellence
  3. Intelligence – new knowledge creation
  4. Value Creation – develop new, mutually beneficial
     opportunities
• Each stage defines what customers should
  think, feel and do and a desired end status
About Customer Engagement Strategies, Inc.

• Customer
  – One that purchases a commodity or service
• Engagement
  – To come together and interlock; something that is a
    binding promise or agreement to do or forbear
• Strategies
  – Careful plans or methods
Mission

• Customer Engagement Strategies, Inc. analyzes,
  assesses, designs and builds strategic customer
  experience and relationship programs and processes for
  businesses that serve other businesses. These
  programs and processes result in customer interaction
  practices that drive long-term, profitable customer
  relationships.
Helping clients to:

• Develop a clear strategy for managing client
  relationships and defining what clients should be
  thinking, feeling, and doing throughout the
  customer life cycle
  – The Four Stages of Customer Interaction
• Find new customers by targeting strategic
  decision makers
• Build deeper and more diverse relationships with
  existing customers
Offerings
•   Customer Hot Spot Audits
     –   Audits identify "hot spots" in customer experience, i. e., relationship areas where a problematic gap exists between brand promise
         and customer experience. Results are achieved through in-depth interviews, surveys, focus groups and face-to-face meetings
         with customers, both current and lapsed
     –   Assess and modify existing or develop new customer-facing Business Processes to ensure those processes support Brand
         Promises being realized as Customer Experiences
     –   Projects range from specific “hot spot” remediation to full-scale Customer Engagement Strategy development and deployment
•   C-Suite Engagement Programs
     –   Custom developed educational programs are used to attract customer CEOs, CIOs, and other CxOs. By stimulating the emotional
         and intellectual and creating unique experiences in the appropriate venues, vendors are able to build relationships at the highest
         possible levels inside customer organizations. C-Suite Engagement Programs can also be used to invite prospective customers to
         demonstrate the value of building a relationship with a particular vendor.
•   Strategic Customer Advisory Boards
     –   Vendors must have clear and powerful communications channels designed to solicit, elicit, and take action on customer feedback.
         A Customer Advisory Board enables the most strategic customers to share insights and recommendations with each other and
         with the senior management from the vendor organization.
•   Customer Referral Programs
     –   The true test of loyalty is whether or not customers are willing to refer a vendor to peers, colleagues, and friends. Developing a
         formal customer referral channel will make it easy and worth while for customers to make referrals, allow vendors to gain the
         benefit of referrals, and will also serve as a clear measure of true customer loyalty.
•   Leadership Summits
     –   Custom developed educational programs designed to develop and enhance leadership skills and practices
     –   Can be focused on customers or internal leaders
     –   Feature world-class thought leaders
•   Green Business Driver Summits
     –   Identify green business drivers for customers
     –   Help customers focus on environmental issues in ways that drive business and benefit the environment
     –   Feature world-class thought leaders
Customer Engagement Strategies
•   Rick Moore                                                    •   Harry Klein
     –   Over 20 twenty years of technology, media relations,          –   Over 20 years of executive leadership roles in
         branding and executive program expertise                          marketing, customer service and business
     –   Global Account Director for public relations at McCann            development, primarily in the information technology
         Erickson                                                          industry
            • Coca Cola on brand alignment projects and new            –   Primary focus has been on the successful launch of
                product development for Africa                             new B2B and B2C services, with responsibility for
     –   Weber Shandwick Worldwide                                         service definition, marketing, sales, publicity and
                                                                           customer care
            • Head of the global communications team for               –   Vice President of Client Services at MarketBase, a
                Hewlett Packard.                                           financial data and software publisher
     –   EVP & Global Account Director for Shandwick                          • Created and implemented marketing and PR
         International in Houston                                                 campaign resulting in 500% growth
            • Headed the Compaq Computer account                              • Company acquired by Morningstar
            • Managed global account team of 130 people in             –   Vice President of Marketing and Events at Strategic
                12 offices around the world                                Networks Consulting
            • Team had an 18 year relationship with Compaq                    • Directed the launch of a series of educational
                and worked on every aspect of the account from                    seminars that increased company revenues by
                corporate communications to crisis                                200% in less than two years which led to the
                communications                                                    sale of the company to Ziff Davis
     –   Oracle Corporation                                            –   Vice President of Exhibitor Programs, Key3Media
            • SVP reporting directly to Chairman and CEO                      • Exhibitor and sponsor marketing and customer
                Larry Ellison                                                     care for COMDEX
            • In charge of a number of corporate programs that         –   Marketing and business development positions
                included executive media training and
                presentations.                                                • International Data Corporation
     –   Media strategies and assisting in program                            • Domania.com (a CMGi Company)
         implementation for both President Jimmy Carter and            –   Founded Customer Engagement Strategies 2003
         President Bill Clinton
Thank you.
             For more information:
      www.customerengagement.com
     hklein@customerengagement.com
                 781-559-8202

Weitere ähnliche Inhalte

Was ist angesagt?

Keynote: Consumer 3.0
Keynote: Consumer 3.0Keynote: Consumer 3.0
Keynote: Consumer 3.0MediaPost
 
BACK TO ZERO - Understanding who our customers really are and what to do with...
BACK TO ZERO - Understanding who our customers really are and what to do with...BACK TO ZERO - Understanding who our customers really are and what to do with...
BACK TO ZERO - Understanding who our customers really are and what to do with...Kenny Ong
 
Customer Avatar Worksheet [Ebook + Template]
Customer Avatar Worksheet [Ebook + Template]Customer Avatar Worksheet [Ebook + Template]
Customer Avatar Worksheet [Ebook + Template]unfunnel
 
E commerce online-advertising_email_marketing
E commerce online-advertising_email_marketingE commerce online-advertising_email_marketing
E commerce online-advertising_email_marketingabir hossain
 
Management Consulting - Strategy Management
Management Consulting - Strategy ManagementManagement Consulting - Strategy Management
Management Consulting - Strategy ManagementHocein
 
MIT Start Smart workshop - Maximizing Your Go-to-Market Strategy - 06252012
MIT Start Smart workshop - Maximizing Your Go-to-Market Strategy - 06252012MIT Start Smart workshop - Maximizing Your Go-to-Market Strategy - 06252012
MIT Start Smart workshop - Maximizing Your Go-to-Market Strategy - 06252012Stephen Davis
 
merchantry_casestudy_forweb
merchantry_casestudy_forwebmerchantry_casestudy_forweb
merchantry_casestudy_forwebMichael Fertman
 
Customer centricity: still in its infancy?
Customer centricity: still in its infancy?Customer centricity: still in its infancy?
Customer centricity: still in its infancy?InSites on Stage
 
Lecture 5 customer relationships 120411
Lecture 5 customer relationships 120411Lecture 5 customer relationships 120411
Lecture 5 customer relationships 120411Stanford University
 
Inbound - Outbound (I/O) Accelerator
Inbound - Outbound (I/O) AcceleratorInbound - Outbound (I/O) Accelerator
Inbound - Outbound (I/O) Acceleratorjroth3792
 
I/O Accelerator
I/O AcceleratorI/O Accelerator
I/O Acceleratorjroth3792
 
Customer Success: The Power of One
Customer Success: The Power of OneCustomer Success: The Power of One
Customer Success: The Power of OneMichael Skok
 
Vendemore Pres Event Conductive "Strategic Product Management"
Vendemore Pres Event Conductive "Strategic Product Management"Vendemore Pres Event Conductive "Strategic Product Management"
Vendemore Pres Event Conductive "Strategic Product Management"Vendemore [A Bisnode Company]
 
Boman communication nsb
Boman communication nsbBoman communication nsb
Boman communication nsbManish Sah
 
Customer Experience Journey Mapping
Customer Experience Journey MappingCustomer Experience Journey Mapping
Customer Experience Journey MappingCharalabos Ioannidis
 
Startupfest 2012- Random Acts of Marketing are Killing Your Startup
Startupfest 2012- Random Acts of Marketing are Killing Your StartupStartupfest 2012- Random Acts of Marketing are Killing Your Startup
Startupfest 2012- Random Acts of Marketing are Killing Your StartupStartupfest
 
Introduction to solution marketing
Introduction to solution marketingIntroduction to solution marketing
Introduction to solution marketingSteve Robins
 
Start up and new venture management customer discovery
Start up and new venture management customer discoveryStart up and new venture management customer discovery
Start up and new venture management customer discoveryPriyanka Naik-Darekar
 
2011 12-01 how to achieve predictable scalable revenue growth v1
2011 12-01 how to achieve predictable scalable revenue growth v12011 12-01 how to achieve predictable scalable revenue growth v1
2011 12-01 how to achieve predictable scalable revenue growth v1HubSpot
 
Technology, Sales & Marketing Tips for B2B or SaaS Businesses
Technology, Sales & Marketing Tips for B2B or SaaS BusinessesTechnology, Sales & Marketing Tips for B2B or SaaS Businesses
Technology, Sales & Marketing Tips for B2B or SaaS BusinessesConnect Labs
 

Was ist angesagt? (20)

Keynote: Consumer 3.0
Keynote: Consumer 3.0Keynote: Consumer 3.0
Keynote: Consumer 3.0
 
BACK TO ZERO - Understanding who our customers really are and what to do with...
BACK TO ZERO - Understanding who our customers really are and what to do with...BACK TO ZERO - Understanding who our customers really are and what to do with...
BACK TO ZERO - Understanding who our customers really are and what to do with...
 
Customer Avatar Worksheet [Ebook + Template]
Customer Avatar Worksheet [Ebook + Template]Customer Avatar Worksheet [Ebook + Template]
Customer Avatar Worksheet [Ebook + Template]
 
E commerce online-advertising_email_marketing
E commerce online-advertising_email_marketingE commerce online-advertising_email_marketing
E commerce online-advertising_email_marketing
 
Management Consulting - Strategy Management
Management Consulting - Strategy ManagementManagement Consulting - Strategy Management
Management Consulting - Strategy Management
 
MIT Start Smart workshop - Maximizing Your Go-to-Market Strategy - 06252012
MIT Start Smart workshop - Maximizing Your Go-to-Market Strategy - 06252012MIT Start Smart workshop - Maximizing Your Go-to-Market Strategy - 06252012
MIT Start Smart workshop - Maximizing Your Go-to-Market Strategy - 06252012
 
merchantry_casestudy_forweb
merchantry_casestudy_forwebmerchantry_casestudy_forweb
merchantry_casestudy_forweb
 
Customer centricity: still in its infancy?
Customer centricity: still in its infancy?Customer centricity: still in its infancy?
Customer centricity: still in its infancy?
 
Lecture 5 customer relationships 120411
Lecture 5 customer relationships 120411Lecture 5 customer relationships 120411
Lecture 5 customer relationships 120411
 
Inbound - Outbound (I/O) Accelerator
Inbound - Outbound (I/O) AcceleratorInbound - Outbound (I/O) Accelerator
Inbound - Outbound (I/O) Accelerator
 
I/O Accelerator
I/O AcceleratorI/O Accelerator
I/O Accelerator
 
Customer Success: The Power of One
Customer Success: The Power of OneCustomer Success: The Power of One
Customer Success: The Power of One
 
Vendemore Pres Event Conductive "Strategic Product Management"
Vendemore Pres Event Conductive "Strategic Product Management"Vendemore Pres Event Conductive "Strategic Product Management"
Vendemore Pres Event Conductive "Strategic Product Management"
 
Boman communication nsb
Boman communication nsbBoman communication nsb
Boman communication nsb
 
Customer Experience Journey Mapping
Customer Experience Journey MappingCustomer Experience Journey Mapping
Customer Experience Journey Mapping
 
Startupfest 2012- Random Acts of Marketing are Killing Your Startup
Startupfest 2012- Random Acts of Marketing are Killing Your StartupStartupfest 2012- Random Acts of Marketing are Killing Your Startup
Startupfest 2012- Random Acts of Marketing are Killing Your Startup
 
Introduction to solution marketing
Introduction to solution marketingIntroduction to solution marketing
Introduction to solution marketing
 
Start up and new venture management customer discovery
Start up and new venture management customer discoveryStart up and new venture management customer discovery
Start up and new venture management customer discovery
 
2011 12-01 how to achieve predictable scalable revenue growth v1
2011 12-01 how to achieve predictable scalable revenue growth v12011 12-01 how to achieve predictable scalable revenue growth v1
2011 12-01 how to achieve predictable scalable revenue growth v1
 
Technology, Sales & Marketing Tips for B2B or SaaS Businesses
Technology, Sales & Marketing Tips for B2B or SaaS BusinessesTechnology, Sales & Marketing Tips for B2B or SaaS Businesses
Technology, Sales & Marketing Tips for B2B or SaaS Businesses
 

Ähnlich wie Customer Engagement Strategies Overview

Networking Template Example
Networking Template ExampleNetworking Template Example
Networking Template ExampleGraysan
 
Efin c2c services june10
Efin c2c services june10Efin c2c services june10
Efin c2c services june10Takecarehelp
 
Business Performance Manager
Business Performance ManagerBusiness Performance Manager
Business Performance ManagerSGI Consultants
 
R Li40 Mktg 2011concept
R Li40 Mktg 2011conceptR Li40 Mktg 2011concept
R Li40 Mktg 2011conceptpfandrews
 
R Li40 Mktg 2011concept
R Li40 Mktg 2011conceptR Li40 Mktg 2011concept
R Li40 Mktg 2011conceptDJ_Macleod
 
Intro To Wingspan Performance Advisors
Intro To Wingspan Performance AdvisorsIntro To Wingspan Performance Advisors
Intro To Wingspan Performance AdvisorsTerry Dolan
 
TLS STRATEGY PRESENTATION
TLS STRATEGY PRESENTATIONTLS STRATEGY PRESENTATION
TLS STRATEGY PRESENTATIONSteve Edelstein
 
Retail communication-mix
Retail communication-mixRetail communication-mix
Retail communication-mixJaydev Gharat
 
Retaining & nurturing customers (Igniter breakfast seminar, 2008)
Retaining & nurturing customers (Igniter breakfast seminar, 2008)Retaining & nurturing customers (Igniter breakfast seminar, 2008)
Retaining & nurturing customers (Igniter breakfast seminar, 2008)Paul Roberts
 
Improved Customer Relationships – Iconnect
Improved Customer Relationships – IconnectImproved Customer Relationships – Iconnect
Improved Customer Relationships – IconnectMohammed Omar Faruk
 
Mastering the Art of Relentless Marketing
Mastering the Art of Relentless MarketingMastering the Art of Relentless Marketing
Mastering the Art of Relentless MarketingTecla
 
Transform Your Company to Deliver a Powerful Customer Experience
Transform Your Company to Deliver a Powerful Customer ExperienceTransform Your Company to Deliver a Powerful Customer Experience
Transform Your Company to Deliver a Powerful Customer ExperienceVivastream
 
The Future of Customer Engagement - Rusty Warner
The Future of Customer Engagement - Rusty WarnerThe Future of Customer Engagement - Rusty Warner
The Future of Customer Engagement - Rusty WarnerAlterian
 
Customer Experience Management 2012
Customer Experience Management 2012Customer Experience Management 2012
Customer Experience Management 2012Ola Odejayi
 
Josh Leichtung High Tech Marketing Case Studies
Josh Leichtung High Tech Marketing Case StudiesJosh Leichtung High Tech Marketing Case Studies
Josh Leichtung High Tech Marketing Case Studies★ Josh Leichtung
 
Stop Pushing Sales! Focus on the Art and Science of Revenue Conversion
Stop Pushing Sales! Focus on the Art and Science of Revenue Conversion Stop Pushing Sales! Focus on the Art and Science of Revenue Conversion
Stop Pushing Sales! Focus on the Art and Science of Revenue Conversion Carpedia Consulting
 
Performance Branding: Making Branding Accountable
Performance Branding: Making Branding AccountablePerformance Branding: Making Branding Accountable
Performance Branding: Making Branding Accountable[x+1]
 

Ähnlich wie Customer Engagement Strategies Overview (20)

Networking Template Example
Networking Template ExampleNetworking Template Example
Networking Template Example
 
Actus International
Actus InternationalActus International
Actus International
 
Efin c2c services june10
Efin c2c services june10Efin c2c services june10
Efin c2c services june10
 
Business Performance Manager
Business Performance ManagerBusiness Performance Manager
Business Performance Manager
 
R Li40 Mktg 2011concept
R Li40 Mktg 2011conceptR Li40 Mktg 2011concept
R Li40 Mktg 2011concept
 
R Li40 Mktg 2011concept
R Li40 Mktg 2011conceptR Li40 Mktg 2011concept
R Li40 Mktg 2011concept
 
Intro To Wingspan Performance Advisors
Intro To Wingspan Performance AdvisorsIntro To Wingspan Performance Advisors
Intro To Wingspan Performance Advisors
 
TLS STRATEGY PRESENTATION
TLS STRATEGY PRESENTATIONTLS STRATEGY PRESENTATION
TLS STRATEGY PRESENTATION
 
Retail communication-mix
Retail communication-mixRetail communication-mix
Retail communication-mix
 
Retaining & nurturing customers (Igniter breakfast seminar, 2008)
Retaining & nurturing customers (Igniter breakfast seminar, 2008)Retaining & nurturing customers (Igniter breakfast seminar, 2008)
Retaining & nurturing customers (Igniter breakfast seminar, 2008)
 
Improved Customer Relationships – Iconnect
Improved Customer Relationships – IconnectImproved Customer Relationships – Iconnect
Improved Customer Relationships – Iconnect
 
Customer Engagement Strategies C Suite Programs
Customer Engagement Strategies C Suite ProgramsCustomer Engagement Strategies C Suite Programs
Customer Engagement Strategies C Suite Programs
 
Mastering the Art of Relentless Marketing
Mastering the Art of Relentless MarketingMastering the Art of Relentless Marketing
Mastering the Art of Relentless Marketing
 
Transform Your Company to Deliver a Powerful Customer Experience
Transform Your Company to Deliver a Powerful Customer ExperienceTransform Your Company to Deliver a Powerful Customer Experience
Transform Your Company to Deliver a Powerful Customer Experience
 
Building a Business Model
Building a Business ModelBuilding a Business Model
Building a Business Model
 
The Future of Customer Engagement - Rusty Warner
The Future of Customer Engagement - Rusty WarnerThe Future of Customer Engagement - Rusty Warner
The Future of Customer Engagement - Rusty Warner
 
Customer Experience Management 2012
Customer Experience Management 2012Customer Experience Management 2012
Customer Experience Management 2012
 
Josh Leichtung High Tech Marketing Case Studies
Josh Leichtung High Tech Marketing Case StudiesJosh Leichtung High Tech Marketing Case Studies
Josh Leichtung High Tech Marketing Case Studies
 
Stop Pushing Sales! Focus on the Art and Science of Revenue Conversion
Stop Pushing Sales! Focus on the Art and Science of Revenue Conversion Stop Pushing Sales! Focus on the Art and Science of Revenue Conversion
Stop Pushing Sales! Focus on the Art and Science of Revenue Conversion
 
Performance Branding: Making Branding Accountable
Performance Branding: Making Branding AccountablePerformance Branding: Making Branding Accountable
Performance Branding: Making Branding Accountable
 

Mehr von Automotive Social Media Marketing Reputation Management

Mehr von Automotive Social Media Marketing Reputation Management (20)

Digital Advertising, Social Marketing And Business Cartoons
Digital Advertising, Social Marketing And Business CartoonsDigital Advertising, Social Marketing And Business Cartoons
Digital Advertising, Social Marketing And Business Cartoons
 
Social Media Marketing Open Social App Standards
Social Media Marketing Open Social App StandardsSocial Media Marketing Open Social App Standards
Social Media Marketing Open Social App Standards
 
Ford Rise Of Brandividual Scott Monty
Ford Rise Of Brandividual Scott MontyFord Rise Of Brandividual Scott Monty
Ford Rise Of Brandividual Scott Monty
 
Ford Toledo Prs Aeffective Online Spokesperson Scott Monty
Ford Toledo Prs Aeffective Online Spokesperson Scott MontyFord Toledo Prs Aeffective Online Spokesperson Scott Monty
Ford Toledo Prs Aeffective Online Spokesperson Scott Monty
 
Ford Social Media Story Blogwell Scott Monty
Ford Social Media Story Blogwell Scott MontyFord Social Media Story Blogwell Scott Monty
Ford Social Media Story Blogwell Scott Monty
 
Ford Setting Content Freeat Ford Web2 0expo Scott Monty
Ford Setting Content Freeat Ford Web2 0expo Scott MontyFord Setting Content Freeat Ford Web2 0expo Scott Monty
Ford Setting Content Freeat Ford Web2 0expo Scott Monty
 
Insite Presentation Slide
Insite Presentation SlideInsite Presentation Slide
Insite Presentation Slide
 
Ford Social Marketing+Auto Industry Scott Monty
Ford Social Marketing+Auto Industry Scott MontyFord Social Marketing+Auto Industry Scott Monty
Ford Social Marketing+Auto Industry Scott Monty
 
Digital Dealer7 Social Marketing V7
Digital Dealer7 Social Marketing V7Digital Dealer7 Social Marketing V7
Digital Dealer7 Social Marketing V7
 
Future Of Social Media Monitoring
Future Of Social Media MonitoringFuture Of Social Media Monitoring
Future Of Social Media Monitoring
 
Digital Dealer Seo 2010
Digital Dealer Seo 2010Digital Dealer Seo 2010
Digital Dealer Seo 2010
 
Automotive Dealer Social Media Policy
Automotive Dealer Social Media PolicyAutomotive Dealer Social Media Policy
Automotive Dealer Social Media Policy
 
Adp Social Media Response Strategy V3
Adp Social Media Response Strategy V3Adp Social Media Response Strategy V3
Adp Social Media Response Strategy V3
 
Social Media Business Marketing Hub Spot
Social  Media  Business  Marketing  Hub SpotSocial  Media  Business  Marketing  Hub Spot
Social Media Business Marketing Hub Spot
 
Marketing 2 0 Bridging The Gap
Marketing 2 0  Bridging The  GapMarketing 2 0  Bridging The  Gap
Marketing 2 0 Bridging The Gap
 
D M E S M Whitepaper
D M E  S M  WhitepaperD M E  S M  Whitepaper
D M E S M Whitepaper
 
Facebook For Auto Dealers
Facebook  For  Auto  DealersFacebook  For  Auto  Dealers
Facebook For Auto Dealers
 
Imacs Announces Jim Ellis
Imacs  Announces  Jim  EllisImacs  Announces  Jim  Ellis
Imacs Announces Jim Ellis
 
R A M A Social Media 2010
R A M A  Social Media 2010R A M A  Social Media 2010
R A M A Social Media 2010
 
Social Media And Automotive Guideline 21
Social  Media And  Automotive  Guideline 21Social  Media And  Automotive  Guideline 21
Social Media And Automotive Guideline 21
 

Kürzlich hochgeladen

USDA’s EV Charging Infrastructure Solutions by Chris McLean
USDA’s EV Charging Infrastructure Solutionsby Chris McLeanUSDA’s EV Charging Infrastructure Solutionsby Chris McLean
USDA’s EV Charging Infrastructure Solutions by Chris McLeanForth
 
Equity Lab: Inked with Intent by The Greenlining Institute
Equity Lab: Inked with Intent by The Greenlining InstituteEquity Lab: Inked with Intent by The Greenlining Institute
Equity Lab: Inked with Intent by The Greenlining InstituteForth
 
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdfNosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdfJulia Kaye
 
Myrtle Beach's Premier BMW Check Engine Light Diagnostics and Repairs
Myrtle Beach's Premier BMW Check Engine Light Diagnostics and RepairsMyrtle Beach's Premier BMW Check Engine Light Diagnostics and Repairs
Myrtle Beach's Premier BMW Check Engine Light Diagnostics and RepairsEuro Pro
 
Environmental and Climate Justice Programby Karen Campblin
Environmental and Climate Justice Programby Karen CampblinEnvironmental and Climate Justice Programby Karen Campblin
Environmental and Climate Justice Programby Karen CampblinForth
 
Centering Equity and Community in Transportation by Benito Perez
Centering Equity and Community in Transportation by Benito PerezCentering Equity and Community in Transportation by Benito Perez
Centering Equity and Community in Transportation by Benito PerezForth
 
Building a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
Building a Future Where Everyone Can Ride and Drive Electric by Linda BaileyBuilding a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
Building a Future Where Everyone Can Ride and Drive Electric by Linda BaileyForth
 
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...Forth
 
Centering Equity Presentation by Brenna Rivett
Centering Equity Presentation by Brenna RivettCentering Equity Presentation by Brenna Rivett
Centering Equity Presentation by Brenna RivettForth
 
Commercial Extractor fan repair services
Commercial Extractor fan repair servicesCommercial Extractor fan repair services
Commercial Extractor fan repair servicesmb1294198
 
Centering equity and the community in Transportation by Richard Ezike
Centering equity and the community in Transportation by Richard EzikeCentering equity and the community in Transportation by Richard Ezike
Centering equity and the community in Transportation by Richard EzikeForth
 
Transportation Electrification Funding Strategy.pptx
Transportation Electrification Funding Strategy.pptxTransportation Electrification Funding Strategy.pptx
Transportation Electrification Funding Strategy.pptxForth
 
Program Design by Prateek Suri and Shakaya Cooper
Program Design by Prateek Suri and Shakaya CooperProgram Design by Prateek Suri and Shakaya Cooper
Program Design by Prateek Suri and Shakaya CooperForth
 
Lakshitha maduranga CV - for data entry clerck
Lakshitha maduranga CV - for data entry clerckLakshitha maduranga CV - for data entry clerck
Lakshitha maduranga CV - for data entry clerckLakshanMadhushanka3
 
Building a Budget by Jeff Allen and Josh Rodriguez
Building a Budget by Jeff Allen and Josh RodriguezBuilding a Budget by Jeff Allen and Josh Rodriguez
Building a Budget by Jeff Allen and Josh RodriguezForth
 
Study on Financing of zero-emission trucks and their infrastructure
Study on Financing of zero-emission trucks and their infrastructureStudy on Financing of zero-emission trucks and their infrastructure
Study on Financing of zero-emission trucks and their infrastructureEuropeanCleanTruckin
 
IDMPO link slot online mudah menang 2024
IDMPO link slot online mudah menang 2024IDMPO link slot online mudah menang 2024
IDMPO link slot online mudah menang 2024idmpo grup
 

Kürzlich hochgeladen (19)

EVAT - Future Mobility Transformation in Thailand
EVAT - Future Mobility Transformation in ThailandEVAT - Future Mobility Transformation in Thailand
EVAT - Future Mobility Transformation in Thailand
 
USDA’s EV Charging Infrastructure Solutions by Chris McLean
USDA’s EV Charging Infrastructure Solutionsby Chris McLeanUSDA’s EV Charging Infrastructure Solutionsby Chris McLean
USDA’s EV Charging Infrastructure Solutions by Chris McLean
 
Equity Lab: Inked with Intent by The Greenlining Institute
Equity Lab: Inked with Intent by The Greenlining InstituteEquity Lab: Inked with Intent by The Greenlining Institute
Equity Lab: Inked with Intent by The Greenlining Institute
 
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdfNosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
Nosfdsfsdfasdfasdfasdfsadf asdfasdfasdfasdf
 
Myrtle Beach's Premier BMW Check Engine Light Diagnostics and Repairs
Myrtle Beach's Premier BMW Check Engine Light Diagnostics and RepairsMyrtle Beach's Premier BMW Check Engine Light Diagnostics and Repairs
Myrtle Beach's Premier BMW Check Engine Light Diagnostics and Repairs
 
Environmental and Climate Justice Programby Karen Campblin
Environmental and Climate Justice Programby Karen CampblinEnvironmental and Climate Justice Programby Karen Campblin
Environmental and Climate Justice Programby Karen Campblin
 
Centering Equity and Community in Transportation by Benito Perez
Centering Equity and Community in Transportation by Benito PerezCentering Equity and Community in Transportation by Benito Perez
Centering Equity and Community in Transportation by Benito Perez
 
Building a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
Building a Future Where Everyone Can Ride and Drive Electric by Linda BaileyBuilding a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
Building a Future Where Everyone Can Ride and Drive Electric by Linda Bailey
 
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
Design and Fund Equitable Electric Transportation For Communities by Jasmine ...
 
Centering Equity Presentation by Brenna Rivett
Centering Equity Presentation by Brenna RivettCentering Equity Presentation by Brenna Rivett
Centering Equity Presentation by Brenna Rivett
 
Commercial Extractor fan repair services
Commercial Extractor fan repair servicesCommercial Extractor fan repair services
Commercial Extractor fan repair services
 
Centering equity and the community in Transportation by Richard Ezike
Centering equity and the community in Transportation by Richard EzikeCentering equity and the community in Transportation by Richard Ezike
Centering equity and the community in Transportation by Richard Ezike
 
Transportation Electrification Funding Strategy.pptx
Transportation Electrification Funding Strategy.pptxTransportation Electrification Funding Strategy.pptx
Transportation Electrification Funding Strategy.pptx
 
Reinventing the Car - as I reported it in 1985!
Reinventing the Car - as I reported it in 1985!Reinventing the Car - as I reported it in 1985!
Reinventing the Car - as I reported it in 1985!
 
Program Design by Prateek Suri and Shakaya Cooper
Program Design by Prateek Suri and Shakaya CooperProgram Design by Prateek Suri and Shakaya Cooper
Program Design by Prateek Suri and Shakaya Cooper
 
Lakshitha maduranga CV - for data entry clerck
Lakshitha maduranga CV - for data entry clerckLakshitha maduranga CV - for data entry clerck
Lakshitha maduranga CV - for data entry clerck
 
Building a Budget by Jeff Allen and Josh Rodriguez
Building a Budget by Jeff Allen and Josh RodriguezBuilding a Budget by Jeff Allen and Josh Rodriguez
Building a Budget by Jeff Allen and Josh Rodriguez
 
Study on Financing of zero-emission trucks and their infrastructure
Study on Financing of zero-emission trucks and their infrastructureStudy on Financing of zero-emission trucks and their infrastructure
Study on Financing of zero-emission trucks and their infrastructure
 
IDMPO link slot online mudah menang 2024
IDMPO link slot online mudah menang 2024IDMPO link slot online mudah menang 2024
IDMPO link slot online mudah menang 2024
 

Customer Engagement Strategies Overview

  • 1. Customer Engagement: The Proper Alignment of Brand Promises, Business Processes and Customer Experiences Customer Engagement Strategies, Inc. April, 2007
  • 2. Customer Engagement Defined Processes Promises Business Brand Customer Engagement: Proper Alignment of Promises, Customer “Hot Processes and Spots” – where Customers Experiences Processes create Resulting in a disconnect Value for between Experiences Customers and Promises and Businesses Experiences
  • 3. Brand Promises Realized as Customer Experiences • Engagement is the proper alignment of promises and experiences • Business Processes are the alignment tools • Companies must decide what they want customers to think, feel and do throughout the customer life-cycle
  • 4. • Businesses enjoy: • Customers enjoy: – More revenue – Experiences that live – Greater customer life- up to or exceed time value expectations – More referrals – More easily realized – Customer loyalty benefits – More targeted – Relationship clarity investments in – Greater confidence in customer facing their decisions processes and – More value for their programs investment – More value for their investment
  • 5. Customer “Hot Spot” – Processes Disconnect No Robust Processes: Promises •Misalignment •Inconsistent experiences •Lack of customer trust Brand •Less repeat business •Fewer referrals •Less revenue Customers Experiences
  • 6. Customer “Hot Spot” – No Promises Processes No Brand Promises: •Misalignment Business •Confused expectations •Lack of customer trust •Less repeat business •Fewer referrals •Less revenue Customers Experiences
  • 7. Company “Hot Spot” – No Experiences Processes Promises Business Brand All of this assumes the Brand and Business are of interest to the market
  • 8. Creating the State of Customer Engagement • The Four Stages of Customer Interaction 1. Initiation – on boarding new customers 2. Integration – achieving operational excellence 3. Intelligence – new knowledge creation 4. Value Creation – develop new, mutually beneficial opportunities • Each stage defines what customers should think, feel and do and a desired end status
  • 9. About Customer Engagement Strategies, Inc. • Customer – One that purchases a commodity or service • Engagement – To come together and interlock; something that is a binding promise or agreement to do or forbear • Strategies – Careful plans or methods
  • 10. Mission • Customer Engagement Strategies, Inc. analyzes, assesses, designs and builds strategic customer experience and relationship programs and processes for businesses that serve other businesses. These programs and processes result in customer interaction practices that drive long-term, profitable customer relationships.
  • 11. Helping clients to: • Develop a clear strategy for managing client relationships and defining what clients should be thinking, feeling, and doing throughout the customer life cycle – The Four Stages of Customer Interaction • Find new customers by targeting strategic decision makers • Build deeper and more diverse relationships with existing customers
  • 12. Offerings • Customer Hot Spot Audits – Audits identify "hot spots" in customer experience, i. e., relationship areas where a problematic gap exists between brand promise and customer experience. Results are achieved through in-depth interviews, surveys, focus groups and face-to-face meetings with customers, both current and lapsed – Assess and modify existing or develop new customer-facing Business Processes to ensure those processes support Brand Promises being realized as Customer Experiences – Projects range from specific “hot spot” remediation to full-scale Customer Engagement Strategy development and deployment • C-Suite Engagement Programs – Custom developed educational programs are used to attract customer CEOs, CIOs, and other CxOs. By stimulating the emotional and intellectual and creating unique experiences in the appropriate venues, vendors are able to build relationships at the highest possible levels inside customer organizations. C-Suite Engagement Programs can also be used to invite prospective customers to demonstrate the value of building a relationship with a particular vendor. • Strategic Customer Advisory Boards – Vendors must have clear and powerful communications channels designed to solicit, elicit, and take action on customer feedback. A Customer Advisory Board enables the most strategic customers to share insights and recommendations with each other and with the senior management from the vendor organization. • Customer Referral Programs – The true test of loyalty is whether or not customers are willing to refer a vendor to peers, colleagues, and friends. Developing a formal customer referral channel will make it easy and worth while for customers to make referrals, allow vendors to gain the benefit of referrals, and will also serve as a clear measure of true customer loyalty. • Leadership Summits – Custom developed educational programs designed to develop and enhance leadership skills and practices – Can be focused on customers or internal leaders – Feature world-class thought leaders • Green Business Driver Summits – Identify green business drivers for customers – Help customers focus on environmental issues in ways that drive business and benefit the environment – Feature world-class thought leaders
  • 13. Customer Engagement Strategies • Rick Moore • Harry Klein – Over 20 twenty years of technology, media relations, – Over 20 years of executive leadership roles in branding and executive program expertise marketing, customer service and business – Global Account Director for public relations at McCann development, primarily in the information technology Erickson industry • Coca Cola on brand alignment projects and new – Primary focus has been on the successful launch of product development for Africa new B2B and B2C services, with responsibility for – Weber Shandwick Worldwide service definition, marketing, sales, publicity and customer care • Head of the global communications team for – Vice President of Client Services at MarketBase, a Hewlett Packard. financial data and software publisher – EVP & Global Account Director for Shandwick • Created and implemented marketing and PR International in Houston campaign resulting in 500% growth • Headed the Compaq Computer account • Company acquired by Morningstar • Managed global account team of 130 people in – Vice President of Marketing and Events at Strategic 12 offices around the world Networks Consulting • Team had an 18 year relationship with Compaq • Directed the launch of a series of educational and worked on every aspect of the account from seminars that increased company revenues by corporate communications to crisis 200% in less than two years which led to the communications sale of the company to Ziff Davis – Oracle Corporation – Vice President of Exhibitor Programs, Key3Media • SVP reporting directly to Chairman and CEO • Exhibitor and sponsor marketing and customer Larry Ellison care for COMDEX • In charge of a number of corporate programs that – Marketing and business development positions included executive media training and presentations. • International Data Corporation – Media strategies and assisting in program • Domania.com (a CMGi Company) implementation for both President Jimmy Carter and – Founded Customer Engagement Strategies 2003 President Bill Clinton
  • 14. Thank you. For more information: www.customerengagement.com hklein@customerengagement.com 781-559-8202