5 steps to an engaging customer experience
TRANSCRIPT
A Digital Solutions Firm delivering
Marketing and Technology Solutions
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5 Steps to an Engaging
Customer ExperienceA Webinar
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eDynamic Webinar Team
Rolf Kraus: CMS Practice Director
Shawn De Souza: Demand Generation Practice Director
Introductions
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Experienced. Founded in 1999
Trusted. Diverse business critical projects delivered for
mid-size to Fortune 500 organizations
Versatile. Experience across diverse verticals, including
Financial Services, Technology, Retail, Media & Publishing,
Education, Travel and Hospitality, Oil and Gas and others
Global. Locations in United States, Canada, Middle-East and
India
About the eDynamic
eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions
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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
Agenda
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Customer Experience
Forrester, Bruce D. Temkin
The State Of Customer Experience, 2010
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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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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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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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Marketing Nirvana
Today‘s tools enable
me to personalize
my engagement
with buyers
across all
channels
Customer Experience
Management
Web Content Management
Marketing Automation
eCommerce
Social & Community
Analytics, Test and
Optimization
Site Search
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Marketing Reality
Most organizations have invested and
implemented marketing platforms over
time, each operating as silos.
Site S
earc
h
An
aly
tics, Test an
d
Op
tim
izatio
n
So
cia
l & C
om
mu
nity
eC
om
merc
e
Mark
etin
g A
uto
matio
n
Web
Co
nte
nt M
an
ag
em
en
t
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Factors impeding
Marketing Nirvana
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Sources for research and
comparison have exploded!
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Technology is affecting the
way we communicate
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Customers are arriving at a
decision before interacting
with you
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Buyer 2.0
SiriusDecisions: How sales people want to sell has little impact on how buyers are choosing to buy
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What platforms do you use?
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Getting a common view of
your customer
Delivering personalized messages
across channels to customers requires a
common understanding of the customer
Coremetrics and Bloomberg BusinessWeek
Report on Optimizing Online Marketing 2009
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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.
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5 Steps to creating
an engaging
customer experience
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1. Classic marketing segmentation analysis
is the foundation for the optimal
customer engagement.
Let‘s find out who
these people are!
Who is buying?
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Who is buying?
Identify segmentation parameters
that model your customers
and how they buy.
Segments
Card Usage Type
Business
Personal
Business &
Personal
Country
Japan
Korea
China
Family Structure
Single
Married
Married with
Children
Segments
Segmentation
Parameters
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Who is buying?
What are buyers‘ pain points and
motivators? They are looking for specific
value from you.
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2.The digital buying cycle through the eyes
of Google researchers
How are they buying?
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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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We need engage people where they
spend their time—where they get their
information.
3. How do they want us to engage with them?
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How do they want us to
engage with them?
Identify an ecosystem of
platforms that together
provide a common
experience across
channels.
Web CMS
Marketing AutomationCRM
Common
Customer
Context
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Join the dots!
Integrate platforms for a common view of
the customer across channels.
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Shaping a conversation that buyers are
looking for from their vendor—are we
delivering what they value?
4. What do they want to hear from us?
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Content… in context
Engage customers where they are at - in
the buying cycle - with relevant content
that promotes action
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Content… with a purpose
Assemble and categorize content by
objective
Attract Qualify Nurture
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Map Your Messages
Map your content – per segment, per
stage, per channel…
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5. Optimize!
Read the tea leaves
and act!
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Optimize!
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Optimize!
Test Offers, Messages, Creative,
Segments
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Optimize!
Have a conversation through their
expected channels – expand your digital
ecosystem
Digital
Asset
Management
CRM
Search
Mobile
Devices
eCommerce
Contact
management
WCMS
powered
Website
Product
Information
Management
Social
Networks
Communities
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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?
Step 5: Optimize!
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Questions?
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Rolf Kraus
Shawn De Souza
http://demandgeneration.edynamic.net
http://cms.edynamic.net
Contact Us
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Thank You