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
Unlocking Passive Income: The Power of Affiliate Marketing
The Agency in Transformation: How Customer Journeys Will Transform the Agency-Brand Relationship... Forever
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
5. Agenda
Agency Challenges & Opportunities with the
Customer Journey
Bridging the Gap Between Strategy and
Execution
Recommendations & Stepping Stones
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.
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
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.
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