This slide deck outlines a 5 point framework for creating a customer experience driven digital marketing strategy. 1. Psychology of user behaviour 2. Competitor analysis 3. Customer profiling 4. Creating a mental model 5. Aligning comms to customer profiles It includes real-life case studies to show how the theory can be applied in practice. The talk was given at the Best Internet 2016 conference in Lithuania, September 2016.

1. Acustomer experience
(CX) framework for online
marketing
Presented by James Gurd

2. CX is a global marketing focus
22/09/2016
Source:
Adobe & Econsultancy
Digital Trends 2016
(7,000 marketing professionals
globally)

3. Aconceptual framework for CX
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CX
Buy now!
Buy
again!
Sign-up!
Quality?
Relevance?
Service?

4. CX is the babelfish of digital marketing
CX translates business goals and target outcomes into a customer-
facing proposition that is communicated to them in their language and
via the channels they want to receive it.
 We want new customers = relevant content, customer stops to think
 We want to grow the database = reward registration + provide compelling reasons
to sign-up
 We want you to spend more = product bundles, smart merchandising,
personalisation
 We want lifetime value = use CRM to provide useful, relevant content and
offers to reward loyal customers
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5. Example: unexpected rewards
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6. Building blocks for CX
1. The psychology of
customer behaviour
2. Understanding competitors
3. Customer profiling
4. Creating a customer mental
model
5. Aligning comms strategies
with customer needs
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7. 1. The psychology of user behaviour
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People have different needs
You need to understand what motivates people to act and what people value to create
smart marketing campaigns
Motivation Example
Need My laptop needs a new carry case
Persuasion Join more than 4,000 other small businesses
Urgency Offers ends 10pm tonight
Scarcity Only 5 left
Eagerness New iPhone7 on sale on X
Recommendation 3 friends like this on Facebook
Price incentive Lowest price in market
Recommended reading:
The Psychology on
Online Persuasion
by Nathalie Nahai
@NathalieNahai

8. Implicit and explicit promises
People can be influenced by
any piece of visual or written
content.
The psychological levers and messaging we
use influence people’s behaviour:
 Make a suggestion
= customer stops to think
 Provide reassurance
= increases customer’s trust
 Appeal to lifestyle needs
= customer engages with content
 Provide a price incentive
= customer is more inclined to
add to basket.

9. 2. Understanding competitors
 What do they do well?
 What do they do poorly?
 Which channels are they active in?
 Which do they excel in?
 What do customers respond to the most?
 What falls on deaf ears?
= what are our opportunities and threats?
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Example application:
You find a consistent complaint from customers
regarding delivery issues and service support.
You emphasise this in marketing campaigns as a
competitive differentiator e.g. ppc call to action

10. 3. Customer profiling
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• Who are our
customers?
• What do they want?
• How do we talk to
them?
• Where do we talk to
them?

11. Case study: The Wine Society
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Level of wine knowledge (experience)
Wine Passionistas
(Amateur enthusiasts)
Safe & Reliable /
Best Deal
Wine Buff
Dormant Experts /
Long Term Loyalists
Uncorked
my passion
Rekindled
expert
Sommelier
in training
Levelofwineinterest(passion)

12. Knowing who they are + what motivates them
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Help me to…
• Not be intimidated and overwhelmed – I want to feel relaxed
about my membership
• Understand what services are available to me & connect with
other members
• Feel confident navigating the range & experimenting
• Find good value deals with expert & peer to peer advice
• Understand what co-op/society really means for me
• Share my passion/pleasure of drinking wine without feeling
embarrassed because of my knowledge levels
• Use you as my ‘go to’ for all things wine.
Don’t make me…
• Go elsewhere to gain wine knowledge
• Turn to seemingly more accessible retailers /
sources for help to purchase & experiment
• Feel that I have to navigate the List on my own &
that I have to stick to what I know
• Join local wine groups
• Attend tastings elsewhere
• Attend meetings where everyone else knows far
more than me
“There’s not a lot of
resources for beginners,
just background info on
wines in an overview kind
of way.”
“I wasn’t a complete
novice I had an
interest in it before”
“I don’t really feel aware
that I’m part of a community
as such, I do enjoy looking at
your tweets”
“It is quite a daunting booklet if
you don’t know much about
wine. How would a person
choose from 10 NZ Pinot
Noirs?!”
“I like discovering new
wines at tastings, but
prefer these events to be
informal

13. 4. Customer mental model
 The mental model builds a picture of what customers are likely to want
from your marketing and the onward journey
• What is the purpose of each campaign/landing page?
• How will customers relate to your content?
• If you don’t know who they are, how do you answer these questions?
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What do we want
customers to do?
What do they need to
do this?
What is their onward
journey?

14. Case study: RightCall app
Issue:
 Low activation rates for
mobile app (28%)
 Low conversion to paying
customer (4%)
 Key issues:
• Inconsistent messaging in
campaigns and app
• UX flaws making users’
journey unnecessarily
complex
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Solution:
 Apply a customer mental model to
the app onboarding user flow
 Redefine the messaging hierarchy
 Apply to marketing campaigns,
website + in-app screens
 Measure campaign CTR and in-
app metrics.
Results:
 Activation rate increased to 86%
within 1 week
 Conversion to paying customer
increased to 40% within 2 weeks
 Website bounce rate reduced from
>75% to less than 30% in 1 week

15. Keeping the mental model simple
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16. 5.Aligning your comms with customer profiles
If…
 We know who our customers are
 What motivates them
 What competitors do well/poorly
 What customers need from our
marketing campaigns
Then...
 We can tailor messaging
 Choose which channels are best
suited to each customer type
 Speak to people with the right
tone and information
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17. Case study: Shopfitting Warehouse
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1. Marketing/com
ms structure
2. Messaging
hierarchy
3. Brand value
messaging
4. Customer level
messaging

18. Key take-aways
1. All marketing needs to be under-pinned by a consistent
communications structure
2. Think customer + message first, channel last
3. How you communicate to customers via marketing should align
with their needs and motivations
4. Most organisations have a diverse audience – learn to tailor your
marketing comms to different customer types.
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19. Ačiū, geros dienos!
digitaljuggler.com
@jamesgurd