Managing the road for top marketing executives for greater emphasis on customer centricity. Talk given by Michael Leander at an exclusive, invitation only breakfast briefing at Pestana Palace in Lisbon. Organized by Mediapost Portugal

1. Managing
the
move
to
Omnichannel
for
marke3ng
execu3ves
Michael
Leander
>
www.michaelleander.me
>
@michaelleander
>
michael@leander.me

2. These
words
were
presented
by
Michael
Leander
at
an
execu;ve
breakfast
at
beau;ful
Pestana
Palace
Hotel
in
Lisbon,
Portugal.
The
breakfast
was
organized
by
Mediapost
Portugal
and
aDended
by
CEO’s
and
VP-­‐level
professionals
from
top
Portuguese
brands

4. Mission
isn’t
to
embrace
Omni
channel
at
all
cost,
but
to
enforce
a
greater
emphasis
on
customer
centricity
–
and
–
find
ways
to
op;mize
marke;ng
spend

6. Omnichannel
=
Delivering
a
truly
seamless
experience
across
touch
points,
channels
and
devices

7.
OMNIPRESENCE
MULTI-­‐CHANNEL
be
where
your
profitable
customers
and
likely
to
become
profitable
prospects
are

8. What
is
the
simple
solu3on?

9. Market
share
or
something
else?

10. Share
of
Heart
What
wins
them
over?

11. Share
of
Wallet

12. Share
of
Influence

15. Own
The
Experience
from
A
to
Z

16. THE
CUSTOMER
Experience
OMNICHANNEL
RELEVANCE
EMPOWERMENT
Innova;on
reflec;ng
the
;mes
we
are
living
in

17. The
balancing
act

18. Give
everybody
all
they
want
or
give
the
ones
that
maDer
all
they
want
or
give
the
ones
that
maDer
what
is
possible
and
reasonable

19. The
value
of
the
(customer)
experience
is
more
important
than
the
channel
mix

20. Personalize
and/or
customize
the
experience
push/pull

21. The
right
message
to
the
right
person
at
the
right
3me
using
the
most
effec3ve
channel

22. Quick
win
in
Portugal:
Email
marke3ng
and
then
expand
to
marke3ng
automa3on
Master
personalizaNon
and
right
message
to
right
person

23. A
few
examples

24. Customer
Engagement
1:1
personalisa;on
Offers
and
campaigns
–
personalisa;on
Various
methods
to
ease
booking
–
new
op;mized
booking
engine
Personalised
offers
based
on
past
travel
and
booking
history
etc.
Real
;me
pricing
Various
personalised
offers
mainly
aDemp;ng
to
upsell
to
passengers
depending
on
P-­‐type
Integra;on
with
ECM
and
Campaign
automa;on
for
personalized
email
conversa;ons

25. Adver3sing
on
Facebook
based
on
behavior
on
hotels.com

26. Great
email
engagement,
but
..

27. Same
email
address,
two
different
senders
–
received
at
the
same
Nme
….
And
should
we
menNon
that
hotels.com
perceives
their
customers
to
be
fools
!

28. A
few
pointers
on
what
your
next
steps
could
be

29. Unsilo
your
customer
data
Silos
Make
You
Suck

30. Move
from
sender
to
recipient
control

31. Understand
buyer
journey
Track,
log
and
use
behavior
proac;vely
Bring
transac3onal
(€
data)
into
play
Master
one
channel
at
a
;me
Be
open
to
all
channels,
ROMI
should
be
a
decisive
factor,
not
channel-­‐fashion

32. Get
in
touch
if
you
want
more
informaNon
Michael@leander.me