Yann Gourvennec Visionary Marketing CEO and Founder Customer experience, not to mention customer centricity, is buzzword de rigueur. But what does it mean? Why is it important? Does your business depend on it? And how can content marketing support and improve it? In this interactive presentation, we will find out how content can spruce up your customer experience thanks to the lessons learned from a small retailer with a bump on the head who lived in the mid-19th century.

1. When content
transforms your customer
experience
in 2018 and beyond
Yann Gourvennec @ygourven
eZ Keynote – Köln
June 2018
Pictures flickr and wikimedia commons and pixabay (cc)
1
ygourven@visionarymarketing.com

2. B2B changing behaviour
http://www.artesiansolutions.com 2

3. Awful CX: what
consequences?
MOST DEMANDING CLIENTS: Fr + All
• Brits more cautious (49%)
• But ready to purchase again (60%)
• Vs 34% of French consumers
• 36% of German consumers
• 17% of the French use social media for
complaints vs 13% of Brits and 10%
germans
source : Bourne institute for Youstice (2015)
3
CAN YOU AFFORD POOR CUSTOMER
SERVICE?
Won’t buy anything
anymore
Will share
bad
experience
Will be more
cautious next time
Will share on social
media
Will buy from
competitor(s)

4. Customer Experience?
http://open-water.com/

5. Fine, but what is (and isn’t) customer experience?
5

6. Customer Experience, buzzword or reality?
bit.ly/joepinevm
6http://senteo.net/1062/Beyond-Products-Services.pdf

7. Aristide Boucicaut
(1810-1877)
Our client is KING and must be addressed in
a friendly manner
1855 no more haggling, prices
displayed, and the ‘client is king’
principle is imposed on all sales
assistants
7
Management de la distribution - 2ème édition
Gérard Cliquet, André Fady, Guy Basset, Jean-Philippe Croizean, Jean-
Luc Despois, Laurent Bironneau, Philippe Laurent, Sophie Rieunier
Dunod, Sep 28, 2006 - Business & Economics - Paris - France
Some innovations by Aristide Boucicaut
1. Salespeople must welcome clients, not pressurise
them
2. Clients should be allowed to touch the goods
3. Money-back policy
4. Home delivery
5. Mail order and phone order
…

8. What does content marketing have to do with this?
ultimately, content marketing is about reinventing marketing, for the benefit of our clients and for
better results
8

9. 10 commandments of CX-driven content
marketing in 2018 and beyond
9

10. Commandment n°1
Thou shalt speak thy clients’ (audience’s) language
10
Customer profitability margins
service leadtimes quality billing
cashflow SG&Ahiring
revenueaccount receivables
management biz dev growth
competition competitiveness
markets suppliers
Mobile Internet smartphone high bandwidth
technology 4G 5G convergence PBX
fixed line simplicity invoicing networks
fixed-mobile convergence cloud
security telephony IT-telecom
onvergence innovation big data
connected objects tablets phablets ftth

11. Poll 1- Language
p2.gg/zkw
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
My business/co-workers/myself speak my
clients’ language

12. Commandment n°2
Thou shalt write for thy
clients (audience)
And not for SEO
12
Three-pronged approach
Vision of a solution
Known painpoint
Latent painpoint

13. Commandment n°3
Thou shalt not be obsessed with paid marketing
13
Frequency Page views Leads Cost per visit
(CPC)
Cost per lead
(CPL)
Organic search yearly 4635 115 € 0.010 € 0.17
Adwords Yearly 908 (676 clicks) 0 € 1.17
Affiliate
Marketing
One off 179 0 € 9.21
Paid social 17 0
Referring sites Yearly 554 16 € 0.010 0.8
Direct Visits Yearly 869 27 0
Other (email,
newsletter,
divers)
Yearly
Total 7162 pages
views
158
Real-life anonymised business case

14. Commandment n°4
Thou shalt be passionate about UGC
14
BUILDING AUTHENTICITY IS KEY
1. Find the “guy in the basement”
2. Get ‘real people’ in front of your camera
3. Focus your energy where it really
matters (1-2-3... channels vs. all of them)
4. Make everyone in your company an
ambassador.
5. Harness the power of online reviews

15. Commandment n°5
Thou shalt be respectful and use disclosure at all times
15
”$1 billion was
spent on Instagram
influencers alone in
2017”
According to eMarketer, marketers spent $570 million on Instagram influencer marketing last year, so any
percentage of that going towards fake influencers or engagement is significant and represents an enormous
amount of money at stake.
“An Instagram pod is a group of (hopefully)
like-minded creators who agree to comment
on and like one another’s work in the hopes of
boosting its visibility. Right now, Instagram
pods are still underground.”
http://bit.ly/rackedpods
“An “influencer” is not a person who
has 500 followers or even 1000. Not
even 10,000. Maybe, even I’m not
an influencer!”

16. Socialmedia.org/disclosure
16
Anedcote: “who is practising disclosure in this room?”
bit.ly/traackrbeauty

17. Poll 2- Disclosure
p2.gg/zke
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
Disclosure is a must-have
of content marketing strategies

18. Commandment n°7
Thou shalt be Social – do not ignore negative feedback
18
POST COMMENTS

19. Nike too bit.ly/jbullasnike
Negative feedback is inevitable. When that happens, brands can either ignore it, fight back, or take it in
stride. Some brands take the shortcut by simply deleting or ignoring the negative comments.
19

20. 189 B2B buyers
surveyed
Commandment n°8
Thou shalt innovate, try new things, test and fail and try again and again
20
Video?
Blogbook
Podcasts?
Cartoons?
Infographics?
Quizzes?
Offline event digitisation?
UGC?
…

21. 2
examples
21

22. Commandment n°9
Thou shalt publish
reasonably but
consistently
1. Consistent content establishes
authority and credibility
2. It builds brand awareness
3. It engages the audience
4. It generates leads
5. Consistency improves website
traffic and SEO
22
Forget about “campaigns” / one-offs
2014 – 600 interviewees

23. Commandment n°10
Thou shalt work on your content over and over again
23
Source : Bain & Co – survey of 362 businesses - 2015
80% OF BUSINESSES THINK
THEIR CUSTOMER EXPERIENCE
IS OUTSTANDING
8% of their clients believe them!
8%
A journalist friend of mine:
“cultivate
hatred for
your text”

24. Poll 3- CX
p2.gg/zkz
copyright 2016 - Visionary Marketing - all rights reserved - visionarymarketing.com @vismktg
Do you agree that content marketing may
increase CX ?

25. marketers shouldn’t improve customer centricity
25
Marketing (and
content marketing)
isn’t about anything
else but caring about
your customers

26. About
Visionary Marketing
26