Most Agencies can talk a good game when it comes to the customer engagement strategy. But actually delivering on the expectations from brands is a whole different animal. Join Principal Analyst and CEO of Gleanster Research, Ian Michiels, to explore the transformational forces that will forever change the Agency-Brand relationship. You'll learn: Profitable strategies for customer journey services How innovative agencies are capitalizing on the age of the empowered customer How to translate strategy and journey maps into meaningful and realistic EXECUTION Where to start, what to create, and how where to focus your efforts

1. Ian Michiels
Principal Analyst
Gleanster Research
Featured Speakers:
WEBINAR
The Agency in Transformation:
How Customer Journeys Will Transform the Agency-Brand Relationship...
Forever
COMPLIMENTS OF:
Jeff Nicholson
VP of Marketing
Kitewheel

2. The Agency in Transformation:
How Customer Journeys Will Transform
the Agency-Brand Relationship... Forever
Ian Michiels
Principal & CEO
Gleanster Research
COMPLIMENTS OF:

3. TODAY’S STATS
PERFORMANCE BASED
ALGORITHM
All Survey
Respondents
2014 Customer Experience
Management, 2014
n= 276
Top Performers:
Respondents that achieved
Top Quartile performance in
key KPI’s
Everyone Else
Gleanster
Benchmark
Stats
2014
Omni-
Channel
Marketing
(Mar. 2014)
n= 327
Digital
Engagemen
t
(Sept.
2013)
n= 429
Total survey responses: 984

4. Agenda

5. Agenda
 Agency Challenges & Opportunities with the
Customer Journey
 Bridging the Gap Between Strategy and
Execution
 Recommendations & Stepping Stones

6. The
Empowered
Customer =
Opportunity
86% of Top Performers rank personalized customer
engagement as a top 3 imperative for revenue
growth in 2014.

7. Customer
Experience
Priorities
THE BRAND
“We need help.”
“Dream up the experience and show us how to execute.”
“Show me how you’re measuring success… next week.”
Live & Breathe
These Challenges
•Expert
Resources
•Knowledge of
what works
Customer Journey
Offerings
•Strategic
•Inconsistent
•BUT – demand
is there from
clients
Moving beyond
strategy
•Limitations with
data
•Limitations with
tools
•Limitations in
the brand
THE AGENCY
Rapid Channel
Proliferation
•Digital
•Online / Offline
Empowered
Consumer
•Savvy
•Informed
•22% of
Consumers are
loyal to brands
Legacy or
Fragmented
Infrastructure
•Niche Tools
•Skills Gap
•Difficulty Adapting
THE BRAND TURNS TO THE
AGENCY

8. CMO Priorities in
2014
42%
53%
65%
78%
0% 20% 40% 60% 80%
Gain Insights with Customer
Data
Reduce Costs
Retain Profitable Customers
Increase Revenue
Top 3 Marketing Priorities for 2014
Top Performers n=69
* Customer Experience
Management Survey, Q1 2014,
n=276

9. Customer
Engagement
Priorities
76%
85%
88%
0% 20% 40% 60% 80% 100%
Personalization
Retention revenue (up-
selling / cross-selling)
Customer loyalty / lifetime
value
Top 2 Strategies for Addressing the Customer
Experience Mandate
All Respondents
* Customer Experience
Management Survey, Q1 2014,
n=276

10. Where are the
challenges in
the brand?
47%
51%
62%
64%
79%
0% 20% 40% 60% 80%
Fragmented marketing
systems
Poor data quality
Lack of data
Segmentation & targeting
Limitations in marketing
tools
Biggest Challenges with Managing the
Customer Experience
All Respondents
* Customer Experience
Management Survey, Q1 2014,
n=276

11. The
Misconception
about “Data
Driven Marketing”
Are you using customer
data to inform or
improve the customer
experience in ongoing
communications?
91% -
Yes
9%
All Respondents
Yes No* Customer Experience
Management Survey, Q1 2014,
n=276
In your opinion how effective is
your organization at using
available customer data to
optimize marketing
communications with
customers? (Choose one)
5%
10%
36%
29%
10%
0% 20% 40%
We're failing
Major room for
improvement
Minor room for
improvement
We're good
We're leaders

12. How are brands
actually using
customer data?
36%
38%
47%
47%
53%
67%
69%
41%
39%
31%
29%
29%
11%
12%
0% 20% 40% 60% 80% 100%
Third-party behavioral/attitudinal
data
Social media monitoring data
Third-party geo-demographic data
Campaign engagement data
Web browsing/online behavioral
data
Customer Data (CRM or Marketing
Datamart)
Point-of-sale (POS) / transaction
data
Top Performer Use of Customer Data for
Segmentation
Currently Use Plan to Use
* Customer Experience
Management Survey, Q1 2014,
n=276

13. The
Challenge
and the
Opportunity
 Customer expectations are molded and shaped by
the most innovative brands
 Forces the issue of customer journey optimization at
ALL brands
 The opportunity for agencies is long-term
 Fragmented and disconnected technologies lead to:
 Challenges with data
 Challenges with execution
 Every client is unique
 Brands find it difficult to staff and retain talent with
expertise in emerging digital channels.

14. Agencies must
simultaneously
address all three
elements:
Strategy
DataTechnology

15. The Agency in
Transformation
Myths and Misconceptions

16. 2 Types of
Agencies?
Innovators
 Pursuing the opportunity
 You can talk-the-talk
 Over promise,
underwhelm
Everyone Else
 Kicking the tires
 Open to the opportunity

17. Trends
among
agency
resources
30% of agency resources believe they
could be doing more to help clients
optimize the customer journey.
* Customer Experience
Management Survey, Q1 2014,
n=45 Agency Participants

18. Challenges
with the
customer
journey – for
agencies
* Customer Experience
Management Survey, Q1 2014,
n=45 Agency Participants
39%
51%
73%
73%
89%
0% 25% 50% 75% 100%
Lack of data
Lack of expertise in the
brand
Time and effort required to
configure campaigns
Poor data quality
Fragmented marketing
systems
Biggest Challenges with Helping Clients
Manage the Customer Experience
Agency (n=45)

19. Still Noise
Around Key
Concepts
 Ask 10 marketers (or agencies) what these terms
mean and you get 10 different answers.
Customer
Journey
Customer
Journey
Map
Multi-
Channel
Marketing
Omni-
Channel
Marketing

20. The
Customer
Journey
 What it is:
 All interactions a customer has with your brand
 Cross-channel, cross-device, online / offline
 From the time they find out your brand exists to the
long-term relationship as a loyal customer.
 A unique contextual experience for each customer
 Unpredictable
 What it is NOT:
 A campaign
 Something you can control or manage
 A series of linear steps


21. Customer
Journey Map
 What it is:
 A tool to understand how customers might engage with
a brand
 Contextually based on the buyer – customer
perspective
 A tool to help identify opportunities to improve the
customer journey: messaging, technology, channel
strategy, etc.
 What it is NOT:
 A static document
 A high level bulleted presentation – it’s a deep dive
 Limited by what can be done today


22. Omni-channel
Marketing
 What it is:
 Omni-channel is the orchestration of communications
across any channel a customer or prospects chooses to
engage
 Contextually relevant & data driven
 Re-enforces the brand and the communication
 Accounts for the fact that customers will each have a
unique customer journey
 Delivers incremental value across any channel
 What it is NOT:
 Execution of multiple different messages across
multiple different platforms
 A series of campaigns via different channels


23. Customer
Data
 There is a common misconception that data must be
in once place to manage the customer journey
 Leads to expensive and time consuming transformational
initiatives
 Excessive focus on the robustness of data
 Huge impediment to Customer Journey offerings:
 “We have to get this right first... Then… we can focus on the
customer journey”
 Hook into the data- technology can help facilitate
rapid integration and near real-time analysis of
massive volumes of structured and unstructured data
 Data must be accessible
 Data must be actionable via automation & business
rules


24. Technology
Infrastructure
 The average organization supports 3-5 different
marketing technologies
 Fragmented tools weren’t designed to work
together, but they are still CRITICAL to success
 Every client has a different technology
infrastructure
 Its’ time consuming to replace
 It’s not scalable from a best practice standpoint
 Brands cant afford to start over

25. What are Brands
Really Asking For?
Recommendations

26. Ideas
 Dream up the customer experience- tell us what it should
look like.
 Pull the brand into the strategy, help them understand it’s
not a campaign or a linear path that can be managed
 Be the voice of the customer for the brand.
 Become the “maestro” of the customer journey. The
relationship demands oversight over:
 Customer Data
 Communications
 Strategy
 Technology
 Set boundaries for what will be required from the brand.
 The Agency must become a strategic asset for conducting the
customer journey.

27. Plan
 A Realistic Plan
 Not hacked code
 Expensive infrastructure investments with no
clear timeline
 Quick wins
 Demonstrate in advance how success will be
measured
 Examples from Kitewheel

28. Execution
 Leverage existing tools for the customer
journey – they are configured and pre-
populated with critical customer data
 Every brand is different – so a hub model is
ideal.
 Plug into existing infrastructure and develop
automated triggers for the customer journey
 Customers fire these triggers based on
behavior, purchase history, and other
attributes.
 Customer engagement is flexible across any
channel.

29. Hub
Marketing
Automation
Email
Marketing
Mobile
Marketing
Etc.
Etc
EtcEtc
Web
Analytics
eCommerce
CRM
Web
Analytics
Execution
Customer
Journey Maps
UNPREDICTABLE
CUSTOMER TRIGGERS
ContextualRelevance
BasedonPurchase
History,Behavior&
Response
Orchestrate Automate Measure
AGENCY CONNECTS TO THE EXISTING BRAND TECHNOLOGIES
BRAND TECHNOLOGIES

30. CRM
Customer record
Customer points
SOAP
Mobile App
IOS/Android APP
New registrations
Check in at venue
Balance check
Point of Sale
QR Code at ePOS
Web
New registrations
Push Message
Server
Apple Push Notifications
Email/CM Engine
Email delivery
Opt out management
Bounce management
Twitter
Real-time Tweets
Facebook
Page Posts/Updates
JSON
API
Attribution
Embedding
Url tracking
Reporting
Case Study: Real-time Digital Loyalty Program
© Kitewheel 2014
hub
How can we orchestrate a
completely connected
real-time journey …
across all THIS?
( … in less than 3 months )
Outcomes:
Signups: Up 5X
Payback: <2 weeks

31. CRM
Customer record
Customer points
SOAP
Mobile App
IOS/Android APP
New registrations
Check in at venue
Balance check
Point of Sale
QR Code at ePOS
Web
New registrations
Push Message
Server
Apple Push Notifications
Email/CM Engine
Email delivery
Opt out management
Bounce management
Twitter
Real-time Tweets
Facebook
Page Posts/Updates
JSON
API
Attribution
Embedding
Url tracking
Reporting
Case Study: Real-time Digital Loyalty Program
© Kitewheel 2014
hub

32. CRM
Customer record
Customer points
SOAP
Mobile App
IOS/Android APP
New registrations
Check in at venue
Balance check
Point of Sale
QR Code at ePOS
Web
New registrations
Push Message
Server
Apple Push Notifications
Email/CM Engine
Email delivery
Opt out management
Bounce management
Twitter
Real-time Tweets
Facebook
Page Posts/Updates
JSON
API
Attribution
Embedding
Url tracking
Reporting
Case Study: Real-time Digital Loyalty Program
© Kitewheel 2014
hub
Outcomes:
Signups: Up 5X
Payback: <2 weeks

33. Case Study
Individual Real-time Journeys
Choices
Web Activity
o 25 action triggers
o 94 behavior rules
o 80+ dashboards
o 240 Content items
Dashboards
Readiness Cues
Call to Action
Motivational Msgs
Badges
Progress
o 1000+ routes through
the customer journey
o Behavior linked to
customer and baby
data and decisions
o Guide mothers
through 7 steps of
early childhood
o Engage, encourage,
educate, reward
o Gamification around
completion stats, medals
& emails
o All visit data tracked
o Clicks, actions, videos,
shares unload, scrolls,
focus
o Linked to consumer
data records
33

34. Thanks!
Q&A
Ian Michiels
Gleanster Research
@InsightFanatic
ian.michiels@gleanster.com
Jeff Nicholson
Kitewheel
@jnicholson30
jnicholson@kitewheel.com
State of the Customer
Journey 2014
kitewheel.com/journey2014
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