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Personalizing Multi-Channel
Communications to Retain
High-Value Customers
PRESENTERS
Kaspar Roos
CEO and Customer
Communic...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalizing Multi-Channel Communications to ...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1 | Introduction to CCM
2 | Personalized Commu...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Introduction to Customer Communications Manage...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
About Aspire
 Customer Communications Managem...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What is Customer Communications Management (CC...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketers want to manage CX across all touchpo...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Omni-channel requires overarching strategy
Cus...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The New Customer Communications Platform Parad...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CCM/CXM ecosystem in 2020-2025
© Aspire, 2018
...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Let’s look at a couple of case studies
© Aspir...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
NatWest: Turning a Cost Center into a Profit C...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Virgin Holidays: UK-based travel agency
© Aspi...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Understanding Customer Journey
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
© Aspire, 2018
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Summary
Technology has evolved to a point that...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Let Aspire help with your evolving CCM needs
©...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalized Communications
19
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalized communications are critical for c...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalization throughout the customer journe...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
CommunicationsOnboarding
Create a cycle to eng...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3 Critical Capabilities of Personalized Commun...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Overview: Creating personalized communications...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Integrating data to automate
Data connections
...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Authoring and delivering on the customer’s pre...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalizing content and offers for up and cr...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Best Practices: Building a Communications Road...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Why not build your own CCM solution or extend ...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Marketer’s Hierarchy of Needs
Define
Scale
Int...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Future of Customer Communications
Accelerate d...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Quick Updates
Set Up Reusability
IT-Business P...
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Visit the Aspire:
“CUSTOMER
COMMUNICATIONS
LEA...
Q&A SESSION
Logan Franey
Product Marketing Manager
MODERATOR
Marcus Johnson
Senior Analyst
PRESENTER
Kaspar Roos
CEO and C...
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Tech Talk Tuesday: Personalizing Multi-Channel Communications to Retain High-Value Customers

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eMarketer moderates a special presentation with Kaspar Roos, CEO of Aspire, and Logan Franey, product marketing manager at Adobe, on how to future-proof your customer communications solution to meet consumer demands and stay competitive in the market. Watch as they share tips on how to improve customer engagement and retention by embedding interactive, contextually relevant content in high-value communications.

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Tech Talk Tuesday: Personalizing Multi-Channel Communications to Retain High-Value Customers

  1. 1. Personalizing Multi-Channel Communications to Retain High-Value Customers PRESENTERS Kaspar Roos CEO and Customer Communications Analyst Aspire Presented by MODERATOR Marcus Johnson Senior Analyst eMarketer Tech Talk Tuesday Logan Franey Product Marketing Manager Adobe
  2. 2. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalizing Multi-Channel Communications to Retain High-Value Customers Kaspar Roos | CEO and Customer Communications Analyst, Aspire Logan Franey | Product Marketing Manager, Adobe Experience Manager
  3. 3. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 | Introduction to CCM 2 | Personalized Communications 3 | 3 Critical Capabilities of Customer Communications 4 | Best Practices: Building a Communications Roadmap 5 | Q & A Agenda © Aspire, 2018
  4. 4. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Introduction to Customer Communications Management (CCM)
  5. 5. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. About Aspire  Customer Communications Management (CCM) experts  Based in London, England, but many clients in the U.S.  www.aspireccs.com We help clients successfully navigate the complexities of the changing customer communications market: 1. CCM assessments 2. Strategy development 3. Vendor & Partner selections linkedin.com/in/kasparroos @kasparroos kaspar.roos@aspireccs.com UK: +44 1923 605 526 US: +1 617 440-3131 © Aspire, 2018
  6. 6. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What is Customer Communications Management (CCM)? 1970 1980 1990 2000 2010 2015 2020 Stand-alone Mainframes Distributed Client-Server Cloud Social, Mobility, Big Data Ambient IOT, AI • Transactional print • Monolithic systems • WYSIWYG Document Design • Separation of content, data and logic • Electronic presentment • Portals • Interactive • Dynamics • Promotional • Mobile • Omni-Channel / Conversational • Customer journeys • Business User enablement • Artificial Intelligence • Chat bots • Speech recognition • Robotic process automation The creation, management, and fulfilment of omni-channel customer communications to increase business performance, enabled by empowered employees. © Aspire, 2018
  7. 7. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketers want to manage CX across all touchpoints Customer journey: pre-purchase process Customer journey: post-purchase process Business objectives Data-driven, personalized, multi-channel communications Evaluate Acquire Engage Advocate Find Learn Buy/Subscribe Engage Consume Retain © Aspire, 2018
  8. 8. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Omni-channel requires overarching strategy Customer Lifetime Value Time Lead Generation Lead Nurturing Conversion Offer Welcome Kits Prospect Inactive CustomerActive Customer Lost Customer Customer Communications Interactions Onboarding Statements Newsletter / Emails Upsell / Cross Sell Loyalty Offers Reminders / Notifications Renewal Offers Lost Customer Returned Customer Contact Center Calls © Aspire, 2018
  9. 9. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The New Customer Communications Platform Paradigm © Aspire, 2018 Legacy Today’s best practice ✘ Different applications for managing customer communications ✘ Digital often hardcoded in mobile/web apps ✘ Costly or time-consuming to manage/scale ✘ IT involvement often required ✔ Shared infrastructure replacing point solutions ✔ Manages all customer communications, including print, e-mail, web, mobile ✔ Interactive communications allow business users to have full control ✔ Agile, tracking, fully compliant
  10. 10. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CCM/CXM ecosystem in 2020-2025 © Aspire, 2018 Data lake COLLABORATION (journey management) Analytics Channel preferences Content Platforms Profile mgmt. System of records (CRM, ERP) Business process mgmt. Connectors Integrations Legacy systems Orchestration Delivery Engagement Optimization Integration Layer Core systems WorkflowLow-code / no-code frameworks Machine Learning Composition Interactive Content services Customer self- service portals Business users Business users CX users Omni-channel output Mobile capture forms, signatures, images Gateway Email, Text/SMS, Payments, Social Media, Mobile Messaging Networks Campaign mgmt. Social monitoring Scanning Input Call center / WFO Automation
  11. 11. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Let’s look at a couple of case studies © Aspire, 2018 • UK-based bank • Optimizing the onboarding process for new account openings • Making personalized customer communications part of the digital marketing strategy • Case study shown at the 2016 Adobe Summit • UK-based travel agency • Overcoming disjointed customer communications • Using journey mapping and communications design best practices • Case study shown at a 2017 Adobe Marketing Event, London
  12. 12. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. NatWest: Turning a Cost Center into a Profit Center © Aspire, 2018 Source: Adobe Marketing Summit, 2016
  13. 13. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Virgin Holidays: UK-based travel agency © Aspire, 2018
  14. 14. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Understanding Customer Journey © Aspire, 2018
  15. 15. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. © Aspire, 2018
  16. 16. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Summary Technology has evolved to a point that it enables marketers and business users to be in control, even for regulated or legacy communications © Aspire, 2018 1 2 3 Digital leaders are defining new best practices in terms of overcoming siloes, creating coordination between organizational functions, and improving cycle times and agility Marketers need to own the entire customer experience, including post-purchase customer communications
  17. 17. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Let Aspire help with your evolving CCM needs © Aspire, 2018 Sign up for free at: www.aspireleaderboard.com Contact me for a free one month upgrade kaspar.roos@aspireccs.com Please remember: 1. We provide CCM maturity benchmarking & assessment services 2. We help you unlock business value by optimizing your CCM strategy 3. We can help with technology and partner selection Aspire Leaderboard, www.aspireleaderboard.com, a dynamic vendor positioning & insights portal
  18. 18. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalized Communications 19
  19. 19. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalized communications are critical for customer retention 73% of consumers prefer to do business with brands that use personal information to make experiences more relevant Digital Trends: Why Consumers Are Increasingly Wiling to Trade Data for Personalization 3x Customers are 3x more likely to churn during first 90 days of opening an account PeopleMetrics: Improving Banking Customer Experiences 85% of consumers would stop using or switch brands after only 1 or 2 poor interactions The Harris Poll on behalf of Lithium Technologies: The Path to Happy Customers 85% © Aspire, 2018
  20. 20. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalization throughout the customer journey Advertising Content marketing Marketing campaigns Engage RetainEnroll Onboard Eligibility and enrollment Forms and applications Status Letters, Welcome Kits and Emails Contract documents Monthly statements Account notices Relevant up/cross-sell Change Account details Claims Channel Personalization Data Personalization Experience Personalization © Aspire, 2018
  21. 21. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CommunicationsOnboarding Create a cycle to engage, up-sell, and cross-sell with Communications EnrollmentAwareness © Aspire, 2018
  22. 22. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3 Critical Capabilities of Personalized Communications 23
  23. 23. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Overview: Creating personalized communications at scale Centralized content, business-user drag & drop authoring Automated workflows Omni-channel composition Back-end data integrations Content personalization Omni-channel delivery Integrating data to automate Multi-channel authoring and delivering Personalizing content & offers © Aspire, 2018
  24. 24. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Integrating data to automate Data connections Content Branding Translations Create Once, Publish Everywhere © Aspire, 2018
  25. 25. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Authoring and delivering on the customer’s preferred channel © Aspire, 2018
  26. 26. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalizing content and offers for up and cross-sell Apply Now! Apply Now! Apply Now! Spending patterns Subscribed products & services Demographics 3rd party data © Aspire, 2018
  27. 27. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Best Practices: Building a Communications Roadmap 28
  28. 28. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Why not build your own CCM solution or extend legacy tech? Custom development required Long IT release cycles Need to secure resource/funding Need to fight for prioritization No shared content or scalability DIY & Legacy solutions… Modern communications platform… No/low code required, less reliance on IT Content changes published as-needed Simple process: no budget planning or approvals Remove external dependencies, prioritize internally Business users can manage and re-use existing content Faster time to marketMore cost, Less efficiency © Aspire, 2018
  29. 29. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Marketer’s Hierarchy of Needs Define Scale Integrate Automate Personalize Define Data & Process Connect Back-end Systems Enable Preferred Channels Optimize the Process Personalize Experiences Accelerate Programmatic Optimization © Aspire, 2018
  30. 30. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Future of Customer Communications Accelerate digital conversion Next best interaction 1:1 personalization at scale © Aspire, 2018
  31. 31. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Quick Updates Set Up Reusability IT-Business Partnership Low Impact Simple Content Limited Teams Incremental ROI Phased Approach Capabilities How do I get started? – Best Practices Build a Roadmap Start Small, Then Scale Empower Business Users © Aspire, 2018
  32. 32. © 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Visit the Aspire: “CUSTOMER COMMUNICATIONS LEADERBOARD” to see why Adobe leads the way in omni-channel, personalized communications Read the: “ADOBE FORMS MATURITY MODEL” whitepaper to learn how to eliminate disjointed experiences across enrollment and communications Read the: “ADOBE CUSTOMER COMMUNICATIONS” whitepaper to view best practices on how to get started with personalized communications Learn more about how Adobe can help 1 2 3 © Aspire, 2018
  33. 33. Q&A SESSION Logan Franey Product Marketing Manager MODERATOR Marcus Johnson Senior Analyst PRESENTER Kaspar Roos CEO and Customer Communications Analyst PRESENTER

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