digital marketing , introduction of digital marketing
5 Steps to Creating an Engaging Customer Experience
1. 5 Steps to an Engaging
Customer Experience
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3. About the eDynamic
eDynamic is a digital consultancy that helps clients acquire and
engage customers through cutting edge interactive solutions
Experienced. Founded in 1999
Trusted. Diverse business critical projects delivered for
mid-size to Fortune 500 organizations
Versatile. Experience across diverse verticals, including
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4. Agenda
1. eDynamic
2. Customer Experience (CX)
3. Marketing Nirvana
4. Marketing Reality
5. Factors impeding Marketing Nirvana
6. The 5 Steps to Creating an Engaging Customer Experience
7. Marketing Opportunity
8. Q&A
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5. Customer Experience
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Forrester, Bruce D. Temkin
The State Of Customer Experience, 2010
6. Customer Experience
―Engagement with the customer today
isn‘t just pouring a message down on
their head and hoping they get wet.
It really is understanding that you must
be present in a conversation when they
want to have it, not when you want to. …
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7. Customer Experience
…Pre-shopping before buying has
become a huge, huge part of customer
behavior. In the past, it was pretty much
confined to big-ticket items like cars, or
expensive electronics or homes. Now
people engage in discovery before
shopping on very small things. …
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8. Customer Experience
…It‘s crossed all categories of shopping
behavior. It‘s just the way people buy
today.‖
Bob Thacker
Gravitytank Strategic Advisor
and former CMO of OfficeMax
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9. Marketing Nirvana
Today‘s tools enable
Web Content
Management me to personalize
Site Search
Marketing
my engagement
Automation
with buyers
Customer
Experience
Management
across all
Analytics, channels
Test and eCommerce
Optimization
Social & 8
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Community
10. Marketing Reality
Most organizations have invested and
implemented marketing platforms over
time, each operating as silos.
Web Content Management
Marketing Automation
eCommerce
Social & Community
Analytics, Test and
Optimization
Site Search
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17. Getting a common view of
your customer
Delivering personalized messages
across channels to customers requires a
common understanding of the customer
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Coremetrics and Bloomberg BusinessWeek
Report on Optimizing Online Marketing 2009
18. Data!
The Data Warehousing
Institute (DWI)
estimates the cost of
bad or ‗dirty‘ data
exceeds $600 billion
annually.
Another study indicates
that 2% of contact
records become
obsolete each month,
costing a firm 15-20 %
of its operating income. 17
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19. 5 Steps to creating
an engaging
customer experience 18
20. 1. Who is buying?
Classic marketing segmentation analysis
is the foundation for the optimal
customer engagement.
Let‘s find out who
these people are!
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21. Who is buying?
Identify segmentation parameters
Personal
that model your customers
and how they buy.
Card Business
Business Usage &
Type Personal
Married
with Segments Japan
Children
Family Segmentation
Structure Country Parameters
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Married Korea
Segments
Single China
22. Who is buying?
What are buyers‘ pain points and
motivators? They are looking for specific
value from you.
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23. 2. How are they buying?
The digital buying cycle through the eyes
of Google researchers
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24. How are they buying?
Put yourself in the head of buyer—what
process do they go through in making a
buying decision?
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25. How do they want us to
3. engage with them?
We need engage people where they
spend their time—where they get their
information.
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26. How do they want us to
engage with them?
Identify an ecosystem of
platforms that together
provide a common
Web CMS
experience across
channels.
Common
Customer
Context
Marketing
CRM Automation
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27. Join the dots!
Integrate platforms for a common view of
the customer across channels.
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28. What do they want to
4. hear from us?
Shaping a conversation that buyers are
looking for from their vendor—are we
delivering what they value?
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29. Content… in context
Engage customers where they are at - in
the buying cycle - with relevant content
that promotes action
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30. Content… with a purpose
Assemble and categorize content by
objective
Attract Qualify Nurture
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31. Map Your Messages
Map your content – per segment, per
stage, per channel…
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32. 5. Optimize!
Read the tea leaves
and act!
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34. Optimize!
Test Offers, Messages, Creative,
Segments
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35. Optimize!
Have a conversation through their
expected channels – expand your digital
ecosystem
Social
Contact Networks
Mobile
Devices management
Digital
Asset Communities
Management WCMS
powered
Website
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Search Product
Information
eCommerce Management
CRM
36. 5 Steps to an Engaging
Customer Experience
Step 1: Who is buying?
Step 2: How are they buying?
Step 3: How do they want us to engage
with them?
Step 4: What do they want to hear from
us?
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Step 5: Optimize! 35
The sources for product information, reviews, referrals has simply exploded exponentially in many ways after the Social Revolution. Think about the last time you were contemplating buying a product. Lets say you’re looking at tablets and e-readers. Should you get the Kindle Fire or the Ipad. Even at the store, ready to pay, you can do a last minute check or ping a friend to make sure you are getting the right item and at the best price.
Everyone knows that writing for digital is different than for print media. People scan they don’t read said the User Experience gurus in the last decade.Well, now you have SMS and LOL has become part of our daily vocabulary.And you have Twitter. So now you must connect with @John and limit your message to 140 characters.And you can do all of this while waiting for a Venti Chai Latte in line at Starbucks.Technology is affecting the way we communicate and market.
Customers have already made up their short list and identified their product of interest well before contacting the company, submitting a web form or picking up the phone and calling a rep.Google Researchers have labeled this ZMOT or Zero Moment of Truth..Before this, Proctor and Gamble had identified 2 Moments of Truth – The First where you are at the store or dealership ready to commit to a purchase. And the Second Moment of Truth where you experience the product and either enjoy it or be disappointed.
The Hunter has become the Hunted. Sales or even the Company is no longer in control. The Buyer is in control: savvy customers today are very good at tuning out commercial noise and being more selective with whom they do business
At a recent Forrester Summit, a CMO exclaimed and I am paraphrasing: ” I feel more like a CIO with all the technology I have to deal with in my organization”.The truth is, as marketers, we are already wrestling with multiple applications for data, CRM, email, web, social, analytics… and we are having almost parallel, siloed disconnected conversations on these platforms…
The biggest challenge is that without a common view of the customer, it is impossible to engage in meaningful dialog with her.
And of course, there’s the problem of Data.Bad data costs the US economy $600 billion a year. Imagine that!For us, this also means that we cannot profile, segment, target and personalize our interactions with our customers. Again leading to poor, generic, irrelevant communications that are not in step with the customer leading to lack lustre response and conversion rates.
Another factor, is content. Someone said that Content is King, but it is treated like a peasant.Without a focused content strategy based on your understanding of the customer and the buying process, you are shooting in the dark.
For content to be relevant, it must be timely and must be in the context of where the customer is sitting in the buying process. It must also have the ability to draw the conversation deeper so that the customer wants to engage at a deeper level.
To have a content strategy, you must also organize your content assets with pre-determined objectives. For example, if you have a set of rich media banner ads, then their primary objective would be to attract visitors to click the banner and visit your website.You might have certain assets such as a canned demo or overview of services which you can gate with a form. You can ask questions to qualify the individual.Then again, you might have leads that are not ready to go to sales. Build up a set of assets – landing pages, widgets, whitepapers to engage them and get them to a point where they want to talk to sales person over time.
Now look at your channels, your audience segments and their buying stages. Create a content matrix that would become the basis of the business rules that would need to be implemented in the various platforms you are using. These business rules will then display the right content in a timely manner and in context
The fifth factor is analysis. Many, many years ago William Edwards Deming said you cant manage what you cant measure. Without the reporting and the intelligence to tell you what is working, you will not be able to refine and optimize your engagement cycle.Look at Response rates, Website Visitor profiles, Form Submissions, Navigation Paths. There is a wealth of information that can help you refine and create a more engaging experience.
Make sure your data is standardized across all your platforms. Integrating your applications to get a common view of the customer means that profile data, demographic, firmographic, behavioural data is captured, sanitized, standardized and then fed out through your channels
Test, test, test. Make sure every campaign, every new web page, campaign offer, call to action and landing page is tested. Technology makes this easy. To skip this step is folly.
Finally, once you have an effective foundation of platforms tightly integrated, expand to the next conversation zone where your customers are hanging out. This might be a User Group or Community. It might be mobile. Create a roadmap and build your ecosystem.