building a successful digital customer journey
TRANSCRIPT
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MIEL VAN OPSTAL & VINCENT KNECHT | NOVEMBER, 2016 BUILDING A SUCCESSFUL DIGITAL CUSTOMER JOURNEY
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linkedin.com/in/mielvo
@coolz0r
Hello!
@vincentknechtlinkedin.com/in/vincentknecht
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Today’s Digest:
• The Marketing Mindset • Personalized Process Automation• Responsive Customer - & Conversion Journeys• Intelligent Data Management, Smart Data Collection • Inbound Marketing Strategies• Customer-Centric Content• SMART Brand Interaction• Marketing Automation
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MINDSET
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AMBITION
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PROCESS
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RESULTS
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SAVED-YOU-A-CLICKCONVENIENCE
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Sit With Ussource
PROBLEM SOLVING ASA PUBLIC SERVICE
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VIRTUAL SERVICES GOOGLE NOW AND AMAZON ALEXA
ARE CLOSER THAN YOU THINK
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The new option will enable users to register their credit card info (or use the credit card info they’ve already listed with Facebook) to make purchases without ever leaving the app.
BUY IT FROM WITHIN A CHATSAY HELLO TO
CONVERSATIONAL COMMERCE
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THE VANITY EFFECT PLEASESTHE SELFIE GENERATION
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OUR NEXT GENERATION OFIN-APP EXPERIENCES
IS ALREADY HAPPENING IN CHINA
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PERSONALITY
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HOW WELL DO YOU LEARN ?
HOW EAGER ARE YOU TO DISCOVER?
HOW GOOD DO YOU LISTEN?
HOW SOLID ARE YOUR PROCESSES?
CURIOSITY
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HOW FLEXIBLE IS YOUR THINKING ?
HOW MANY METHODS DO YOU APPLY?
HOW BROAD IS YOUR CONTEXT?
HOW RICH IS YOUR TOOL KIT?
CREATIVITY
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HOW GOOD DO YOU ANALYZE ?
HOW RELEVANT IS YOUR INFORMATION?
HOW ACCURATE ARE YOUR NUMBERS?
HOW QUICK CAN YOU GATHER INSIGHTS?
DATA
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DOING GOOD THINGSIN A RUTHLESS SOCIETY
SPREADS LOVE
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viv.ai
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http://www.huffingtonpost.com/entry/app-lets-you-buy-leftover-food-from-restaurants-and-its-really-cheap_us_57aa4469e4b0ba7ed23dff1a
WASTE MANAGEMENTUPCYCLING AND LOCAL INITIATIVES
CREATE DEEPER CONNECTIONS
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INVENTIVE COMMERCIALIZEDLEAN & AGILE NICHE SERVICES
CAPITALIZE ON SYSTEM GLITCHES
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ASK YOURSELF: IS THIS A WEBSITE FOR ME?OR IS IT A WEBSITE TO SERVE MY CUSTOMERS?
COMPANY-CENTRIC VS CUSTOMER-CENTRIC
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The internet is increasingly taking the form of TV, in which users surf “from channel to
channel.” The difference today it that the channels are on platforms like Facebook, YouTube,
Snapchat…
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EDUCATION IS KEY FOR THE NEW CONNECTED GENERATION
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Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend
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Attract Convert Deliver Upsell ReferralEngage Nurture
Shift in consumer behavior
Problem? Options? Evaluate Choose/Buy Experience Complete Recommend
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ALL PROBLEMS ARE OPPORTUNITIES IN DISGUISE
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TO REMOVE FRICTION & FRUSTRATION
TO CREATE DELIGHT & SATISFACTION
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SOLVE PROBLEMS
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SAVE TIME / MONEY
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CHALLENGE PATTERNS
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SIMPLIFY
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CONNECT
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ROUTINE FEEDS THE ILLUSION OF SAFETY
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MEANINGFUL CONTEXTUAL COMMUNICATIONREPLACES GENERIC MESSAGES
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With each email, we’re asking people to commit a measure of their time, and we try to be respectful of that.Fabio Carneiro, MailChimp
source
WE’VE REACHED THE PEAKOF CONTENT MARKETING AND
ONLINE ADVERTISING
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NO MATTER HOW MANY RAVING REVIEWS YOU PAY FOR, IN THE END YOU STILL NEED TO
GET YOUR STORY STRAIGHT
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ONLY 15% OF CONSUMERSTRUST MESSAGES
PUBLISHED BY COMPANIES
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CONSISTENCY GROWS PERCEPTIONDEDICATION CREATES LOYALTY
TRANSPARENCY BUILDS PURPOSE
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THE VALIDATION OF SOCIAL MEDIA FOR BUSINESS CAN BE FOUND IN THE EXPECTATIONS
source
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MEANINGFUL CONTENT MARKETING IS THE FOUNDATION FOR
SUCCESSFUL BRAND ENGAGEMENT
source
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CUSTOMER ENGAGEMENT TACTICSARE A SIGNIFICANT ESSENTIAL PART OF
YOUR CORPORATE BRAND STRATEGY
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THE S.M.A.R.T. GOALS CLEARLYOUTLINE THE EXPECTATIONS
AND ADD CORPORATE PURPOSE
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4 CORNERSTONE VALUES WILLDETERMINE THE RESULTS
OF SUCCESSFUL AMPLIFICATION
source
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PAID AMPLIFICATION IS COMPLIMENTARYTO THE ORGANIC PROCESS
OF LEVERAGING CUSTOMER FEEDBACK
source
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DEFINING YOUR AMPLIFICATION GOALSWILL REVEAL WHICH METRICS
CAN BE USED TO MEASURE SUCCESS
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USING CRM SOLUTIONS TO CONNECTSMART DATA COLLECTED FROM
DIFFERENT DIGITAL TOUCH POINTS
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Source: Lee Odden
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Source: GetVerde
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BRAND EXPERIENCEIS MORE IMPORTANT
THAN PRODUCTS
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• Take-Aways for Today
• Collecting and Processing Real-Time Analytics • Owning the Buffer Zone Between Your Brand and Customers• Responsive Customer - & Conversion Journeys• Inbound Marketing Strategies• From Omni-Channel to Right-Channel• Lock Your ‘Why’ & Tell The Story• Help, Serve, Cater, Supply, Educate, Share
• B2B, B2C, C2B & O2O
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linkedin.com/in/mielvo
@coolz0r
Much obliged!
@vincentknechtlinkedin.com/in/vincentknecht