"Blast" marketing strategies of the past are no longer sufficient to engage today's customers and foster loyalty. Typical campaign response rates have plummeted while customer opt-out rates have ascended, limiting your ability to converse with even your most valuable customers. New automated dialogue strategies can help retailers create a seamless experience across all channels and engage with each of their customers as individuals, connecting every customer communication - outbound, inbound, marketing, sales or service - into an ongoing dialogue where customer insight and understanding forms the basis for each and every interaction.

1. #CustomerDialogue
Achieving Dialogue In
The Age Of The Omni-
Channel Customer
Presented by Sponsored by
#CustomerDialogue

2. Welcome Webinar Attendees
Type
ques)on
here
#CustomerDialogue

3. Follow This Webinar On Twitter
#CustomerDialogue
#CustomerDialogue

4. About Retail TouchPoints
ü Launched in 2007
ü Over 23,000 subscribers
ü To provide executives with
relevant, insightful content across
a variety of digital medium
Free subscription to our weekly newsletter:
WWW.RETAILTOUCHPOINTS.COM/SIGNUP
#CustomerDialogue

5. Panelists
Jeff Nicholson, VP Alicia Fiorletta
Global Marketing – Associate Editor
Customer Analytics and Retail TouchPoints
Interaction
Pitney Bowes Software
#CustomerDialogue

6. Achieving Dialogue In The Age Of The
Omni-Channel Customer
Jeffrey M. Nicholson
Vice-President of Global Marketing
Customer Data, Analytics and Interaction
Pitney Bowes Software

7. Welcome!
Jeff
Nicholson
VP
of
Global
Marke.ng
Customer
Analy.cs
and
Interac.on
Pitney
Bowes
So-ware

8. Agenda
Now
lets;
review
how
PBBI
capabili5es
are
synched
and
matched
to
the
requirements
of
an
organiza5on
in
helping
them
build
out
life5me
rela5onships
with
their
customers.

9. Audience Poll

10. Audience
Poll
(Select
Mul)ple)
Which
of
the
following
channels
does
your
organiza)on
use
to
conduct
1:1
marke)ng
campaigns?
• Store
/
Call
Center
• Web
Site
• Mobile
/
Social
• Direct
Mail
• Email

11. Audience
Poll
(Select
One)
Does
your
organiza)on
have
a
current
ini)a)ve
or
outward
facing
market
message
regarding
being
“customer-­‐centric”?
• Yes
• No

12. Is
THIS
How
Your
Customers
Feel?

13. Top
Trends
Affec)ng
Customer
Marke)ng
More and more More channels, need for Less brand loyalty Greater expectation
customer data! connected conversations of value
Increased expectation
of relevance
Heightened competitive
climate
Increased ad-fatigue
Increasing
importance of
customer centricity
Corporate
Customer
Increased opt-out
Trends
Trends
Customer insight now a Economic
required core competency pressures,
Effec)veness
Efficiency
smaller budgets
Need for predictive Drivers
Drivers
Mini-capex
analytics to ensure
customer relevance More
accountability
for
results:
test
&
measure
Optimization, desire
to balance needs of
customer with Drive to increase
corporation goals throughput
Fundamental need for a 360° Focus
on
efficiency
&
view -- customer portrait repeatability
through
automa5on

14. Agenda
Now
lets;
review
how
PBBI
capabili5es
are
synched
and
matched
to
the
requirements
of
an
organiza5on
in
helping
them
build
out
life5me
rela5onships
with
their
customers.

15. The “Customer-centricity Chasm”
Expecta)on
Reality
• We
understand
them
• Product-­‐centric
campaigns
• We
value
their
business
• Opera5onally
focused
• We
deliver
on
our
promises
• Informa5on
&
channel
silos
• We
remember
them
• Independent
business
units
• We
strive
for
relevancy
• Customer
ad
fa5gue
• We
are
connected
• Limited
capacity
for
engagement
“What
customers
expect
from
us”
“What
we
actually
have”

16. “The Customer-centricity Chasm”
DATA INCREMENTAL CRM CRM TOUCH POINTS
Right message, right time
Customer Profile Dialogue across touch points
Optimize engagement
Inbound
“Line of Outbound
sight”
Transaction
Infuse customer-specific
insight into touch points
Channel
Lines of Business Understand past behavior
Predict future needs
“Hindsight” “Foresight”
What à Why Next à Change
Customer Preference

17. Agenda
Now
lets;
review
how
PBBI
capabili5es
are
synched
and
matched
to
the
requirements
of
an
organiza5on
in
helping
them
build
out
life5me
rela5onships
with
their
customers.

18. Marke)ng
Strategy
is
Transforming
Campaign
Dialogue
• Direct
• Two-­‐way
• Product
• Value-­‐add
• Campaign
• Conversa5on
• Interrup5on
• Par5cipant
• Loyalty
Scheme
• Trusted
Rela5onship
• Push
• Customer
Access
• Channel-­‐specific
• Channel-­‐agnos5c

19. Choreographing
the
Life)me
Customer
Rela)onship
Acquire > Onboard > Serve > Grow > Retain/
Reconnect
Op)mized
Customer
Rela)onship
Revenue
Value
Typical
Customer
Lifecycle
$0
Suspect/ Customer Active Best Recaptured
Prospect Customer Customer Customer
Required Competencies
Data Insights (Analytics) Strategy Relationships/Communications

20. Optimized Customer Dialogue
Customer
We
sent
you
Customer
completes
an
email
Documents
preferences
yesterday
–
generated
do
you
have
and
mailed
any
ques)ons?
Thank
you
for
upda)ng
your
preferences!
Offer
acceptance
feedback
Personalized
survey
offer
Please
update
your
Last
day
of
personalized
Value
preferences
reinforcement
offer
-­‐
you
saved
$X
Your
Business
The
Results
• Improved
customer
experience
• Increased
customer
sa5sfac5on
and
advocacy
• Increased
customer
value,
wallet
share
• Improved
customer
reten5on
• Single
source
for
customer
preferences
20

22. Cri)cal
Components
for
Achieving
Cross-­‐channel
Dialogue
DATA
MANAGEMENT
INSIGHT
STRATEGY
COMPANY
COMMUNICATIONS
OUTBOUND
CHANNELS
INBOUND
CHANNELS
Direct
Mail
Contact
Centers
E-­‐mail
Web
sites
Text
Mobile
Branches/
Stores
Social
Media
Social
Media
CUSTOMER

23. Assembling
your
Dialogue
Strategy

24. Event
Triggers:
Choreographing
the
Customer
Rela)onship
• Customer “life cycle” triggers
• e.g. new customer, cross-sell, contract expiration
• Customer “life stage” triggers
• e.g. New baby, empty nester, retirement, marriage, birthday, etc
• Transaction behavioral triggers
• e.g. Abnormal changes in transactional purchase patterns, spending
habits, account deposits, etc
• Customer-initiated triggers
• e.g. Inbound interactions, online behavior
• External triggers
• e.g. Socioeconomic & competitive

25. Effec)vely
Orchestra)ng
Customer
Dialogue
Choreograph
Cross-­‐
channel
Dialogue
Across
All
Customer
Touch
Points
• Online:
Email,
web,
PURL
Seek
an
Easy-­‐to-­‐use
• Social:
Interface
Designed
Twier,
Facebook
for
Marketers
• Mobile:
SMS,
MMS
• Low
learning
curve
• Offline:
• Intui5ve
Direct
mail,
opera5on
even
telemarke5ng
for
complex
mul5-­‐
step,
mul5-­‐
• Service
channel
scenarios
Branch,
ATM,
call
ctr,
IVR,
web
• Listening:
Integrated
online
surveys,
preference
management,
feedback
management
page
25

26. Trends in Omni-channel Dialogue:
Closing the Marketer’s “Blind-spot”
ANONYMOUS KNOWN
Continuous
PROFILES
Identify! Append!
Profiling!
Transfer!
Verify! Merge! Synchronize!
Continous
Dialogues!
DIALOGUES
Crowd Driven! ! Rules Engine Based!
Micro Decisions! Big Decisions!
On The Best Next Action!
Trigger and Inject!
Relevant experiences on the right channel!
Social Channels Mobile & Web Channels Integrated Traditional Channels

27. Agenda
Now
lets;
review
how
PBBI
capabili5es
are
synched
and
matched
to
the
requirements
of
an
organiza5on
in
helping
them
build
out
life5me
rela5onships
with
their
customers.

28. Case
Study:
Op)mized
Dialogue
Business
Challenge:
Increase
customer
life5me
value
and
provide
ideal
customer
experience
by
op5mizing
every
contact
with
mass-­‐affluent
customers
Benefits
Portrait
“best-­‐next-­‐ac>on”
was
§
35%
increase
in
revenues
($$
millions
weekly)
implemented
within
Merrill
Lynch
Wealth
Management
‘s
exis>ng
CRM
call
centers,
§
55%
improvement
in
client
sa5sfac5on
web
site,
IVR
and
branches.
§
14%
improvement
in
agent
produc5vity
§
26%
increase
in
customer
reten5on
§
16
week
implementa5on
edia
&
1to1
M

29. Benefits
of
Moving
from
Campaign
to
Dialogue
Sales from 1:1 Marketing
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
-­‐
7
00/01 -­‐
6
01/02 -­‐
502/03
-­‐
403/04
Years Years
Years
Years
-­‐
3
Years
-­‐
2
Years
-­‐
1
Year
04/05 05/06 06/07 07/08
Today
Tradi5onal
Direct
Marke5ng
Direct Marketing Promptsnbound
Dialogue
Op5mized
I
Real
World
Results
from
an
Actual
PBS
Customer

30. Defining
Your
Omni-­‐channel
Strategy
1. Data
Capture
from
day
1
of
rela5onship
Establish
“your”
360°
view
Validate,
enrich,
integrate
2. Insight
Move
beyond
markets/segments
Predict
future
needs
at
individual
level
Infuse
into
every
omni-­‐channel
interac5on
3. Strategy
Orchestrate
“best
next
ac5on”
Take
stock
of
true
channel
use
Map
goals
to
customer
rela5onship
Take action. Make
4. Communica)on
quick gains in as little
Leverage
“engagement”
channels
as 16 weeks– without
Close
the
“blind
spot”
ripping & replacing.
Start
simple,
monitor
and
refine

31. Q&A
Contact
Us:
Jeff
Nicholson
VP
of
Global
Marke)ng,
CAI
Pitney
Bowes
Soiware
E:
jeff.nicholson@pb.com
T:
@jnicholson30
L:
hHp://www.linkedin.com/in/jeffnicholson

32. Q&A // Submit Your Questions
Type
ques)on
here
#CustomerDialogue

33. Q&A
Jeff Nicholson, VP Alicia Fiorletta
Global Marketing – Associate Editor
Customer Analytics and Retail TouchPoints
Interaction
Pitney Bowes Software
#CustomerDialogue

34. Thank You For Attending This Webinar
You can download this presentation at:
http://rtou.ch/customerdialogue
#CustomerDialogue

35. Join us next week for…
10 Trends Transforming
The Store
Wednesday, September 26
12 PM ET / 9 AM PT
http://rtou.ch/10retailtrends
#CustomerDialogue