bridging the gap between consumer expectations and experience hs epsilon

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BRIDGING THE GAP BETWEEN CONSUMER EXPECTATIONS AND EXPERIENCE Hayden Saunders – Programme Director– Epsilon EMEA London Breakfast Briefing, 16 June 2011

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Hayden Saunders outlines the changing marketing environment driven by a shift in consumer behaviour and expectation. He demonstrates data driven strategies that take advantage of these changes to deliver a superior customer experience and increase ROI.

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Page 1: Bridging the gap between consumer expectations and experience hs epsilon

BRIDGING THE GAP BETWEEN CONSUMER EXPECTATIONS AND EXPERIENCE

Hayden Saunders – Programme Director– Epsilon EMEA

London Breakfast Briefing, 16 June 2011

Page 2: Bridging the gap between consumer expectations and experience hs epsilon

• Changes in consumer expectations

• What that means for marketing and marketers

• Some practical examples that show how we can embrace that change

What we will cover today

Page 3: Bridging the gap between consumer expectations and experience hs epsilon

Consumers have taken control, and we see it every day in their expectations and behaviours

• Unprecedented choice How and when they communicate with

brands and each other Obtain information Make decisions, shop and buy

• Accelerated pace of interactions Digital interactions enable consumer voices

to be heard and amplified across channels in minutes

Consumer Empowerment

Page 4: Bridging the gap between consumer expectations and experience hs epsilon

Marketing has changed more in the last 5 years than the previous 50

• Impact of media proliferation• Science versus art• Seamless consumer movement

between channels• Consequences of time compression

on marketing

Marketing Complexity

Page 5: Bridging the gap between consumer expectations and experience hs epsilon

The choices are

Marketers at a crossroads

Or…

Become paralyzed by the complexity and

apparent loss of control

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Embrace this shifting marketplace with

new ways to listen, learn and influence

consumer behaviour

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Page 6: Bridging the gap between consumer expectations and experience hs epsilon

You Have to Be Listening

You Have to Be Channel Aware

You Have to Have a Message Ready

You Have to Be Integrated

You Have to Have a Multi-Channel Plan

Page 7: Bridging the gap between consumer expectations and experience hs epsilon

You Have to Have Memory

Page 8: Bridging the gap between consumer expectations and experience hs epsilon

You Need to Understand the Influencer Network

Page 9: Bridging the gap between consumer expectations and experience hs epsilon

You Need to Link all the Interactions by Consumer

Page 10: Bridging the gap between consumer expectations and experience hs epsilon

Marketers must adopt new ways to …

A new way forward

We call it Customer Experience Marketing

Engage Consumers Differentiate Brands Earn Long-Term Preference

Page 11: Bridging the gap between consumer expectations and experience hs epsilon

• Welcomes customer participation into experience design

• Facilitates engaging conversations across channels

• Evolves conversations into win-win relationships

• Inspires consumer involvement and action

• Leads to loyalty, giving brands a true competitive advantage

• Stops disrupting what people are interested in and becomes what they’re interested in

Tenets of Customer Experience Marketing

Page 12: Bridging the gap between consumer expectations and experience hs epsilon

TARGET

Experience maps | Year 2000 example

TOUCHPOINTS

SHOP

CUSTOMER CALL CENTRE

EMAILS / NEWSLETTERS

DIRECT MAIL

SMS / TEXT

PRINT ADS & OUTDOOR ADS

BROADCASTS: TV & RADIO

WEBSITE

Jennifer Thompson• Age 34• Married mother of 3• Lives in Basingstoke, Hants• Household income £85,000• Magazine subscriber to:

o Homeo Health & fitness

• Catalogue buyer

ENGAGE

4

On her way back from the supermarket, Jennifer notices an ABC shop, and decides to look at their summer dresses. Jennifer buys a dress.

At the till, Jennifer signs up to receive the ABC Fashion mail order catalogue.

ONLINE BANNERS / SEARCH

BOND

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Jennifer receives ABC Fashion’s catalogue in the post. While drinking coffee with a friend at home, they leaf through the catalogue and post an order for several accessories to go with her new dress.

CONNECT

1 2

3

Jennifer receives her favourite health and fitness magazine in the post and while reading sees a full page ad for ABC Fashion.

Later, she sees a billboard promoting ABC Fashion on her drive home. That evening, while watching TV she sees an advert promoting ABC’s new summer collection.

Page 13: Bridging the gap between consumer expectations and experience hs epsilon

TARGET

Experience maps | 2011 Example

TOUCHPOINTS

SHOP

CUSTOMER CALL CENTRE

EMAILS / NEWSLETTERS

DIRECT MAIL

SMS / TEXT

PRINT ADS & OUTDOOR ADS

BROADCASTS: TV & RADIO

WEBSITE

Jennifer Thompson• Age 34• Married mother of 3• Lives in Basingstoke, Hants• Household income £85,000• Magazine subscriber to:

o Homeo Health & fitness

• Catalogue buyer

ONLINE BANNERS / SEARCH / SM

CONNECT

1 2

3

While checking her email online, Jennifer noticed a banner ad for ABC Fashion. She’d heard of the shop as her friend talked about it on Facebook.

From the ad, she clicked through to the shop’s website where she saw a dress she liked. She decided to sign up to special offers by email and SMS.

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ENGAGE

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Minutes later Jennifer received a welcome email from ABC Fashion, which included a 10% limited time discount on their summer collection.

Going to the website, she added the dress in the shopping cart but had second thoughts. The next day, a reminder email arrived. A week later a postcard arrived with the same offer and deadline. She went back to the website and completed the order.

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8

910

BOND

Following the delivery of the dress, Jennifer received an email suggesting accessories to match. Going into the high street store to look, she decided to buy them. The next week she received a reward voucher in the post.

Via one of ABC’s weekly emails she puts an ABC shop link on her Facebook page, as she will earn credits for each friend who signs up to their emails.

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Page 14: Bridging the gap between consumer expectations and experience hs epsilon

WRAP-UP

Page 15: Bridging the gap between consumer expectations and experience hs epsilon

• Consumer empowerment

• Marketing complexity

• Data potential

• Understand and facilitate the customer experience

• Higher conversion, higher loyalty

Wrap-up

Customer Experience Marketing

Page 16: Bridging the gap between consumer expectations and experience hs epsilon

Q&A