managing the customer experience
DESCRIPTION
Adapting to an evolving multichannel world through continuous and contiguous customer experiencesAs a technology leader driving innovation in digital marketing initiatives for global brands, Luis brings over 15 years of technology and management experience to the architecture, development, deployment, and analysis of eCRM, sCRM and other online activation, recruitment and retention initiatives as part of global direct marketing and relationship management program.Luis is currently a Managing Director and Chief Technology Officer for Proof Integration Communications, a WPP Company. Prior to joining Proof, Luis was senior vice president and director of marketing technology for Wunderman, New York. At Wunderman, Luis was responsible for the architecture and management of interactive development initiatives for clients such as Citibank, Land Rover USA, Novartis, and Microsoft.Prior to joining Wunderman, Luis was vice president of client services at NearSource (http://www.nearsource.net), an interactive development firm focused on providing near shore development services (in Latin America) for traditional and interactive agencies, as well as end clients. Clients included ANSI, Intrawest, The Jack Parker Corporation, Philips, Starwood, TARGUSinfo, The U.S. Department of Homeland Security, and Vivendi Universal.TRANSCRIPT
![Page 1: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/1.jpg)
February 2012
MANAGING THE CUSTOMER EXPERIENCEAdapting to an evolving multichannel world through continuous and
contiguous customer experiences
Luis HernandezManaging Director, Chief Technology Officer
Proof Integrated CommunicationsA WPP Company
![Page 2: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/2.jpg)
2
In 2012It's no longer possible to look at integrated marketing efforts as simple reactive learning experiences
![Page 3: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/3.jpg)
3
Why?
In a cross-channel and cross-platform world, looking at customer engagement as a continuous conversation requiring a contiguous experience better fits changing behaviors.
![Page 4: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/4.jpg)
4
Changes in behavior.
Spiraling consideration cycles, with more and more time being spent in consideration and evaluation, heavily influenced by 3rd party sources perceived as independent, such as user reviews, rather than authoritative, such as brand (owned) properties.
![Page 5: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/5.jpg)
5
You need to manage the customer experience.
The convergence of multiple platforms and providers to create something that dynamically, based on a series of established or evolving rules, drives improved response, conversion, and retention.
![Page 6: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/6.jpg)
6
How?
![Page 7: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/7.jpg)
7
You adapt.
Marketers need to look at the elements of their online ecosystem that help support and drive these end goals.
![Page 8: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/8.jpg)
8
You build.
Tying together data from disparate systems on behavior, preference, and disposition pre- and post-conversion, provides a fuller model.
![Page 9: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/9.jpg)
9
You evolve.
It’s no longer just about the conversion - it's about gaining an understanding of and optimizing user pathways to purchase, with multiple options and avenues for interaction, communication, and even transaction.
![Page 10: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/10.jpg)
10
Delivering Cross-Touchpoint Customer Experiences Drives Need For New Capability
Source: Forrester Research, Inc., The Emergence of Customer Experience Management Solutions, August 2011
![Page 11: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/11.jpg)
11
You learn.
Look at spiraling consideration cycles
Look at the time spent in consideration and evaluation
![Page 12: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/12.jpg)
12
You tap into innovation.
E-commerce, Email Service Providers, Content Management Systems, CRM platforms, and Analytics Vendors all promise the ability to provide a customer-centric view across touch points, but aren’t all there yet
![Page 13: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/13.jpg)
13
You make consumers advocates.
Look at tools that provide the ability for individuals to advocate for or express their opinions on products, across devices and channel
![Page 14: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/14.jpg)
14
A key challenge:
Customer Experience Management doesn’t have a single, consistent definition
![Page 15: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/15.jpg)
15
For service providers (CEM):
It’s about listening to customer feedback, comments, postings via automated parsing / filtering and triggering actions – be they alerts, messaging, etc. – based on specified or determined sentiment
![Page 16: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/16.jpg)
16
For platform providers (CXM):
It’s about adapting experiences dynamically based on behavioral and session data across sources and channels to provide more contextually relevant messaging or functions based on current point in the consideration or communications cycle
![Page 17: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/17.jpg)
17Source: Forrester Research, Inc., The Emergence of Customer Experience Management Solutions, August 2011
![Page 18: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/18.jpg)
18
But they both have key elements in common.
It's about dynamic integration.
It's about rules-based automation.
It's about continuity.
It's about contiguity.
![Page 19: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/19.jpg)
19
How is an experience contiguous?
Differing interaction points and platforms feel like parts of a singular whole from an experience perspective.
![Page 20: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/20.jpg)
20
How is an experience continuous?
Having a single conversation that moves the user along the consideration pathway without seemingly dropping backwards or starting over
![Page 21: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/21.jpg)
21
![Page 22: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/22.jpg)
22
Always consider context.
This ensures that you’re helping (consumers) make the right decisions at the right time based on who they are, where they are, and what they’re currently doing
![Page 23: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/23.jpg)
23
Key channels are evolving.
Email and the intersection of social marketing
Digital marketing attribution
Search Engine Optimization
Mobile
![Page 24: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/24.jpg)
24
Mobile is a moving target.
It isn't a channel, it's a platform, with user experiences that vary from device to device and form factor to form factor which are still evolving and changing, though beginning to consolidate around common form factors
![Page 25: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/25.jpg)
25
Some examples of mobile disruption.
Point of sale price comparison
Online purchase to offline pickup
Mobile device retail checkout
Virtual currency and e-wallet based transactions
![Page 26: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/26.jpg)
26
Email and Social
Email is still important, and effective
Email and social interact and amplify each other
![Page 27: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/27.jpg)
27
Other influential aspects of Social
Social shopping and co-browsing
Social reviews and opinions
![Page 28: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/28.jpg)
28
SEO
Organic search and the understanding of what are considered current, authoritative sources of information within your keyword universe help plan more effectively
![Page 29: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/29.jpg)
29
Attribution
The challenge is growing as more and more systems interoperate directly or indirectly to drive conversion over longer consideration cycles for larger purchases heavily influenced by social activities.
![Page 30: Managing the Customer Experience](https://reader033.vdocuments.us/reader033/viewer/2022061112/54569ccfaf795950098b5e2a/html5/thumbnails/30.jpg)
Contact Info:[email protected]
Twitter: @olhernandezLinkedin: www.linkedin.oom/in/olhernandez
Email: [email protected]