ecommerce expo: designing customer experiences that create advocacy and retention - andrew machin
DESCRIPTION
The modern digital landscape has changed the way brands respond to customer needs. The model of high-reach ‘offer and response’ is making way for highly relevant, low reach engagement through the power of personalisation. As such, the way we keep customers coming back to us has changed too. Branded3’s Head of Creative Andrew Machin looks at the power of creating powerful customer experiences can help create advocacy and loyal customers.TRANSCRIPT
Designing Customer Experiences that create Advocacy and Retention
Andrew Machin – Head of Creative
Brand
User
Offer
Respond
Convert
The ‘ORC’ customer journey
5,300,000,000,000Display ads served in the US in 2013. ~25% increase on 2009
Comscore
0.1%Average CTR. Some formats as low as 0.04%
Doubleclick
Statistically, you are more likely to survive a plane crash
Solve Media Research
Statistically, you are more likely to survive a plane crash
CURSE YOU,GROUPON!!!
Solve Media Research
HIGH REACHLOW CONVERSION
A.D.D.?
“There is no such thing as an attention span. People have infinite attention if you are entertaining them.”
Jerry Seinfeld
A.D.D. M.R.D.
LOW RELEVANCELOW CONVERSION
Because we live in the ‘moment’
Why?
35,000,000,000moments per day
?
?
LOW REACHHIGH RELEVANCE
Brand
User Moment
Relevance
Experience
The emerging ‘MRE’ customer journey
The Audience of 1
How do we become ‘relevant’ to 1?
Know your audience
Engagement + Knowledge =
Relevant Experiences
Com
plex
ity
Knowledge
The Decision
Experience Model
Com
plex
ity
Knowledge
FACILITATE
Com
plex
ity
Knowledge
FACILITATE CONTENT
Com
plex
ity
Knowledge
FACILITATE CONTENT
ENGAGE
Com
plex
ity
Knowledge
FACILITATE CONTENT
ENGAGE EXPERIENCE
Com
plex
ity
Knowledge
We have matured here
Com
plex
ity
Knowledge
We have matured here
But up here is where the magic happens
Com
plex
ity
Knowledge
Understand motivations
concerns through engagement
Personalisecontent to create
unique experiences
Com
plex
ity
Knowledge
Com
plex
ity
Knowledge
Com
plex
ity
Knowledge
Com
plex
ity
Knowledge
?
Com
plex
ity
Knowledge
Com
plex
ity
Knowledge
Com
plex
ity
Knowledge
Com
plex
ity
Knowledge
In the moment
No value
Low content
Low engagement
Create relevant experiences that keep
people coming back
Moment
Listen
Experience
Personalise
Engagement
Relevance
-30% Bounce rate+30% Conversion
Engage with your customers to ensure
you stay relevant
“If you dislike change, you're going to dislike irrelevance even more.”Eric Ken Shinseki
