chasing the marketing unicorn: silver bullets, customers and the elusive 360-degree view

Chasing the Marketing UnicornSilver Bullets, Customers and the Elusive 360-Degree View

Scot A. Laudicina

Vice President, Cross Sell

Pitney Bowes Software

Agenda

Introductions

Laying the customer engagement

foundation

Using data to manage relevant,

personalized and timely customer

communications

Enhancing customer engagement

with interactive personalized video

Questions

Introduction

• Consumer buying habits and attitudes have changed.

• Price and product have become less important as differentiators, and businesses find themselves competing more on the quality and consistency of the experience they can provide

• Within this landscape, companies that foster positive customer engagements have an edge.

In the Age of the Customer, engagement matters more than ever.

4Pitney Bowes | EngageOne Video | January 2016

5

Time spent on unqualified leads.

Person-to-person is engaging, but it’s expensive, repetitious and impossible to scale.

Low response. Poor click-through rates.

Traditional communications aren’t cutting through the noise to create the kind of positive impact your business requires.

Explaining too much…engaging too little.

Your reps spend their time answering the same questions over and over again.

Ineffective customer engagement costs you in many ways.

Sales

Service

Marketing

Increase revenues and

reduce costs when you

create engaging

experiences:

• Interactive

• Personal

• Scalable

• Cost-efficient

• Compelling

Pitney Bowes | EngageOne Video | January 2016

6

S&P 500

Index

72.3%

120%

100%

80%

60%

40%

20%

0%

Cum

ula

tive

tota

lretu

rn

Customer experience

leaders

107.5%

Customer experience laggards

27.6%

Source: Watermark Consulting, 2015

8-year stock performance 2007-2014

Better customer experience drives better customer engagement.

Customer experience

leaders consistently

outperform the market.

Pitney Bowes | EngageOne Video | January 2016

Video is the new growth medium for customer engagement.

7

Video will account for 80%

of web traffic by 2019.

– Cisco

64% of marketers expect

video to dominate their

future strategies.

– Nielsen

70% of customers view

brands more positively

after watching interesting

video content.

– Axonn

Most viewed Strategically critical Positively influential

80%

Pitney Bowes | EngageOne Video | March 2016

64% 70%

EngageOne® Video: The video revolution is here.

8

Create 1:1 customer interactions.Real-time personalized video content specifically addresses each individual customer and his/her needs.

Achieve compelling results.*• More clicks.• Longer view times.• 98% positive response.• $MM in incremental sales.

*Examples of results from companies using EngageOne Video.

Drive interactive two-way dialogues.Actively engages customers letting each one define his or her own video journey in real time.


Increase success.

+25%

on-time payments*

+44%

Boost in sales*

Delivering relevant content at relevant time.

You can attract and keep customers through

greater focus on understanding them, recognizing their needs, and making them feel understood and through driving customer engagement.

9

Who

What

When

How


Data…Who, What, When, and How

Pitney Bowes | EngageOne Video | March 2016 10

DataClean

Integrate

Evaluate

Enrich

Data… Clean


James A Smith

James Smith, III

Jim Smith

J Anna Smith

J A Smith, III

Data… Clean and Integrate

How many

touches did it

take?

Who forwarded

to a friend?

Was it just

enough to get

the free

shipping?

Cash or credit?

How many calls

were made?

Who preferred

online, self-

serve support?

How many steps

were needed?


Data… Clean, Integrate and Evaluate

$200 $500


Data… Clean, Integrate, Evaluate and Enrich


Household• Number of people, marital status

• Ages, genders, ethnicities

• Health

• Education

Home• Housing type and tenure

• Location

• Mortgage and insurance

• Neighborhood

Pre-defined

Segmentation• Geodemographic based

• Affluence

• Lifestyle

• Socio-economic

Economics• Income, disposable income

• Purchasing power

• Spend by category

• Employment/Unemployment

$£€


Household• Number of people, marital status

• Ages, genders, ethnicities

• Health

• Education

Home• Housing type and tenure

• Location

• Mortgage and insurance

• Neighborhood

Pre-defined

Segmentation• Geodemographic based

• Affluence

• Lifestyle

• Socio-economic

Economics• Income, disposable income

• Purchasing power

• Spend by category

• Employment/Unemployment

$£€

Data… 360 Degree View

Corporate • Customer

• Sales and Costs

• Contacts

• Value

Real Time• Where

• What channel

Impacting customer experiences requires a lifecycle approach – and lifecycle requires data


Engage and inform

prospects in their

research and

decision process

1

Investigate and

respond to negative

customer feedback or

contract cancellation

5

Drive renewals of

expiring contracts

6

Explain documents

to increase

understanding and

acceptance

2

Present cross & up

selling options

4

Provide entertaining

self-service

(and blended)

customer support

3

Interactive Personalized Video lets you evolve standard video to provide human 1:1 experiences at mass-marketing prices.

17Pitney Bowes | EngageOne Video | January 2016

What is interactive personalized video?

18

EngageOne Video is

It helps clients

It enables the art of the possible

• Delivery of customer interactions through video

• Customized, personalized and interactive content –served in real time

• Increase customer lifetime value

• Improve customer experience

• Transfer knowledge

• Shorten sales cycles

• Reduce operating costs

• Self-service to better inform, acquire, onboard, and retain customers

• Explain bills, statements and policies

• Virtual presentations

• Interactive video selling

Pitney Bowes | EngageOne Video | November 2015

Redefine the video experience by evolving to video that interacts.

Pitney Bowes | EngageOne Video | January 2016 19

Traditional video

Everyone sees the same thing.

Personalized video

Each viewer sees their own video.

Interactive Personalized Video

Each viewer charts their own unique video experience.


Try it: www.myPBvideo.com

http://mypbvideo.com/CMOCouncil_031516

Evolve to video that interacts.

EngageOne® VideoEngagement. Evolved.

Booth # 115

21Pitney Bowes | EngageOne Video | March 2016

chasing the marketing unicorn: silver bullets, customers and the elusive 360-degree view

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