Episode 2 in a series of seven that focuses on the technological components that an enterprise should consider when deployment a digital customer engagement strategy. This episodes introduces the scenario of a B2C Company that is aiming to monetize on customer interactions, laying the initial technical landscape that can be considered for an SAP centric company. We also discuss how to choose the technology that is right for you, based on your existing investments. To watch the full podcast go to: www.techedgegroup.com/engaged-by-design

1. 1
Design for Customer Engagement
Constructing the Composable Enterprise for your Digital Marketing Strategy
Alessandro Lavazzi

2. DIGITAL
MARKETING
STRATEGY
SAMPLE CASE:
MONETIZATION IN
A B2C COMPANY
COLLECT:
LANDING PAGE &
CONTACT FORM
MANAGE:
CORPORATE
CONSUMER DB &
CRM
SEGMENT:
SEGMENTATION
TOOL & SCORING
ENGINE
EXECUTE:
MARKETING
AUTOMATION
MEASURE:
CUSTOMER INSIGHT

3. DIGITAL
MARKETING
STRATEGY
SAMPLE CASE:
MONETIZATION IN
A B2C COMPANY
COLLECT:
LANDING PAGE &
CONTACT FORM
MANAGE:
CORPORATE
CONSUMER DB &
CRM
SEGMENT:
SEGMENTATION
TOOL & SCORING
ENGINE
EXECUTE:
MARKETING
AUTOMATION
MEASURE:
CUSTOMER INSIGHT

4. The «Magic Question» Pattern
Demo – The ABC.com case
The Era of the Composable Enterprise: How To Choose the Best Software?
Episode 2
Sample Case: Monetization in a B2C Company

5. A Sample Case – Monetization in a B2C Company
Consumer
Let’s consider a consumer product scenario. In order to incentivize the consumer
interaction with the company, we apply the well known pattern of the Magic Question
Recommendation
Campaign
Improve the
effectiveness of
the Consumer
Contact Channel
The Magic Question
Pattern:
WANT SOME HELP?
Consumer Product
Advocacy
Sponsorship
Cross-Selling
Cross-Fertilizations
MONETIZATION
$$
$$
5

6. A Sample Case – Monetization in a B2C Company
6
The consumer accesses a Landing Page by scanning a QR Code on the product package…
QR CODE
Scanning
Consumer
ABC.com

7. …LET’S SEE IT IN ACTION!

8. Landing Page Best Practices
8
SOCIAL LOGIN FEATURES
Allow to
• Improve the interaction rate
• Collect additional data from the
social network
DRIVE THE USER
Include only
• information that the consumer
really needs to see
• a single clear action to take
ACME
Corporation
ABC.com
MOBILE FIRST!
With a responsive UI you can reach
mobile ad laptop users.
www.consumerbarometer.com

9. Welcome Mail
9
Go to ABC.com Web Site
Hi Alessandro,
thanks for your information request. Your request
has been received and will be processed shortly.
In the meantime you can check the FAQ section.
Hereafter you’ll find some new ABC.com product
that you may be interested in.
Get instant Rewards with
the ABC.com Loyalty App
Get the new
ABC.com iBeacon
The consumer receives a
welcome mail with instant
recommendations based on
his interests
ABC .com
ABC.com Customer Service now
Welcome!
Hi Alessandro ….
slide to read

10. ABC.com Customer Service now
Welcome!
Hi Alessandro ….
slide to read
Welcome Mail
10
The consumer receives a
welcome mail with instant
recommendations based on
his interests
Go to ABC.com Web Site
Hi Alessandro,
thanks for your information request. Your request
has been received and will be processed shortly.
In the meantime you can check the FAQ section.
Hereafter you’ll find some new ABC.com product
that you may be interested in.
Get instant Rewards with
the ABC.com Loyalty App
ABC .com
Self Service Knowledge Base by Mind
Touch up your NPS and increase your ticket
deflection
Product Recommendation
Increase Cross-Selling and Cross-Fertilizations
Loyalty Program
Build Customer Loyalty and increase
advocacy
Get the new
ABC.com iBeacon
Puzzle

11. Set Up a Digital Marketing Strategy
11
How to choose the best software?
www.lumapartners.com

12. www.lumapartners.com
Set Up a Digital Marketing Strategy
12
In most cases, there isn’t a single product that offers an end-
to-end solution. You have to integrate different products to
build the solution that best suits your needs.

13. www.lumapartners.com
The Composable Enterprise Era
13
The way companies buy and implement software has changed radically:
the era of Composable Enterprise has begun!
Open API
Microservice-Driven

14. www.lumapartners.com
Set Up a Digital Marketing Strategy
How to choose the best combination? It mainly depends on your IT landscape and
the goals of your marketing strategy.
14

15. Set Up the ABC.com Digital Marketing Strategy
15
Consumer
Landing Page
(Contact
Form or App)
Corporate
Consumer
Database
Customer
Relationship
Management
Marketing
Campaigns
Automation
Customer
Insight
Collect Manage Execute Measure
Segmentation
Tool and Scoring
Engine
Segment
We’ll construct together the end-to-end process with the chosen technologies!

16. Looking for more on Customer Engagement Design?
Let’s Connect!
Alessandro Lavazzi
Customer Engagement Practice Manager
https://it.linkedin.com/in/alessandro-lavazzi
Alessandro.Lavazzi@techedgegroup.com
16

17. techedgegroup.com
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