multi-channel customer engagement...our definition of multi-channel engagement engagement is an...

MULTI CHANNELMULTI-CHANNEL CUSTOMER

ENGAGEMENT

Agenda

What is Multi-Channel Engagement? Definitions of Engagement Definitions of Engagement Merkle’s Definition

Multi-Channel Engagement in Our Industryg g y Examples of Engagement Why We Believe It’s Still Evolving

Understanding Consumer Engagement: Defining engagement as a new marketing discipline

Examples of Good Multi Channel Engagement ProgramsExamples of Good Multi-Channel Engagement Programs Case Study: Universal Orlando Case Study: BlackRock Investments

© 2011 Merkle Inc. All Rights Reserved. Confidential 2

What is Multi-Channel Engagement?


What is Multi-Channel Engagement?

Definition of Engagement:

An Appointment or Arrangement

A Pl d Obli ti A tA Pledge, Obligation or Agreement

An Encounter

A Betrothal!

As funny as it sounds, engagement does involve all of these


Isn’t Engagement Just “CRM”?

YYes…

CRMBut it’s really just a part of CRM…But it s really just a part of CRM…

A very difficult part of CRMEngagement

…A very difficult part of CRM


Our Definition of Multi-Channel Engagement

Engagement is an ongoing conversation with a customer,conversation with a customer, centered around the specific media that they consume on a regular basis.

DM

EMDisplay

Its purpose is to consistently offer up content of interest in places andup content of interest in places and at points in time that are relevant to the customer, based on data derived from their behavior, to

Social

Mobile

Web

incent them to perform a desired action.


What are the “Desired” Actions

The goal of an Engagement strategy can vary based on a marketer’s ultimate purpose, but typically involve:

Con ersions ReferralsConversions

Expanded Relationship Up-Sell

Referrals

Relationship

Renewals

p

Loyalty / Retention


Engagement in our Industry


Inquirer Programs

Re-contacting “hand raisers” ghas long been a key strategy to continue the engagement of interested prospects and customerscustomers


Coordinated Follow-up: Structured Interactions

More structured interactive programs are evolving, including quick lead gen and follow-up emails to maximize recent engagement


Coordinated Follow-up: E-mail Acquisition

Insurers especially are migrating to more online follow-up ofInsurers, especially, are migrating to more online follow-up of inquirers to increase engagement and conversion


Life Events

Anniversary’s, birthdays, and timed events such as scheduled premium i liincreases or policy renewals have been created to supplement other retention efforts.other retention efforts.


Partnerships

Partnerships incorporating sweepstakes and prizes associated with policies or

i h dservices have emerged.

This one by Farmer’s promotes the integration of p gthe agent location and entering a sweepstakes.


Unmistakable Multi-Channel Branding

Flo!O f thOne of the more extensive multi-channel campaigns, the branding is gunmistakable


Integrated Campaigns

Others have been able to accomplishable to accomplish this as well by generating one campaign related gtheme and carrying it through multiple outreach channels.


Microsites

More recent efforts show the use of microsites to engagemicrosites to engage with a Brand, often extensions of an existing campaign

Download the Free App


Apps, Apps & More Apps

Insurers and Wealth Managers have embracedManagers have embraced new technology and channels such as phone and iPad apps to adapt to customer’s need around real-time access


Coordinated Engagement

Despite all the examples, there are not many coordinated, multi-channel p p , y ,engagements:

Most tend to be solo channel initiatives or campaign related initiatives Few are truly customer experience and ongoing engagement tactics

Why don’t we see more Coordinated Engagement?Why don t we see more Coordinated Engagement?

Because it’s HARD


Why is Multi-channel Engagement So Hard?

Marketing Functions Tend To Operate in Silos


Do We Really Understand Our Customers?

Social: instant access to friends, brands

Mobile: always-on gateway device

display

search

site

social

mobile

email

Website: go-to resource for consumer

DM/EM: preferred channel

decisionsfor brand engagement


Understanding Consumer Engagement


Engagement as a New Marketing Discipline

Acquire Engage Convert

Goa

l Expand CRM marketing reach

Activate consumer audience; sustained dialog

Monetize customer base

Prim

ary

Vehi

cles Direct Mail

Search Display

Social Email Mobile

Site Email

VK

ey

Met

rics CPA

Audience Size Engagement

Index Cross-channel

Campaign ROI Customer

Value

M Adoption

CRM ROI


Consumer Engage Across Media / Channels

Consumers are actively engaged across a combination of digital channels and media

Blog

27% actively

27%

87%

Email

87% use email 1+ times per

51% are active texters

actively read blogs

Mobile

87%

Social

1+ times per day

texters

IM

51%

63%63% use Facebookweekly

33% use IM regularly

33%


Connected Consumers Tend to be More Engaged Online

+Social networkers are 61%

lik l b lMobile engagers are 46%

+ +more likely to be regular

emailersmore likely to be active

email users

78%

+78% of mobile email

users are regular users of social networking sites


Adapting CRM to the Connected Consumer

Typical Engagement Strategy

Email 2 email messages

Impact on the Customer

egy

1 2

Mobile

Social

2 email messages

5 Facebook posts

1 mobile message

1 direct mail message

rren

t Str

at

Direct Mail

Media Message Audience

9 customer contactsCu

P tting the C stomer FirstC ti t th C t 21

d St

rate

gy

Putting the Customer First

Email

Mobile

Connecting to the Customer

display

21

Con

nect

ed

Direct Mail

Social

Audience Message Media

search

direct mail

social

mobile

email


Learning from the Consumer: Types of Engagement

Reactive

Brand Consumer responds to an outbound message from a brandExample: Consumer responds to a brand’s Facebook post

Proactive

Consumer initiates the engagement with a brandExample: Facebook post created by a FB Fan, visits a website

Brand

Connected

p p y ,

Consumer socializes with his/her social network on behalf of a brandExample: Consumer re-posts a brand’s FB content to his FB network


Integrating Engagement: Start With Customer Footprint

un-mapped

mapped

engagementdata overlay

Targeted display target segment

engagementdata overlay

Email subscriber; active opener and clicker

Un mapped search ser

display

F t b it i it New mobile opt-in

Un-mapped search usersearch

it mobile

email

Frequent website visitor; occasional purchaser

New mobile opt insite

social

mobile

Extensive social network; active Facebook Fan

Merkle customer data access• Purchase history• Demo/psychographic

tsegments


Understanding Engagement to Drive CRM Initiatives

Customer Value Curve

U d t d t b h i th t

HighValueSW

Understand engagement behaviors that occur between customer value inflection points

High value pathLow value pathInflection point

Value

MM

SS

SS

EE E

W

E

Email

Social

E

S

Website

MobileM

W

EE

EW

M

WWS

SS

S

E

MSW E

LowValue

W

Digital Interactions over Time


Definition of Engagement

Definition: a non-monetary activity between a brand and a consumer

Goal: integrate engagement to better understand customer engagement and identify new marketing opportunities

Marketing Benefits:

– Sustain customer engagement: Identify marketing initiatives that encourage both Reactive and Proactive engagement

– Mitigate customer churn: Identify predictive behaviors that indicate high propensity for customers to become unengaged

– Drive higher value, loyal customers: Identify high-value behaviors that correlate with high value, longer term customers


Example: Leveraging Engagement to Discover New Marketing Opportunities

Connection Strength Vertical InfluenceWhat We

K

Content Targeting Channel Integration

Strong JCrew brand connection

High level of fashion influence

Know:

Social influencer, email active g g

“Likes” shoes & denim Engaged with JCrew email program

email active

New Strategy:

First to Know. Send early-awareness, targeted email message and Facebook post with new shoe, denim announcements

Encourage & reward network social reviews, sharing

Leverage viral engagement

In the Know. Create friend-oriented referral program. Send targeted email message, FB post to leverage customer

influence and activate their networks


Case Study: Universal Orlando


Background

Where It All Began:

– UO’s CMO wanted to build out their CRM program – saw this as key way to develop relationships with Guests

– Sense of urgency needed to help support the launch of their new Harry Potter attractionattraction

Starting Point of CRM Program:

– UO Newsletter sent 1x per month untargeted– UO Newsletter sent 1x per month, untargeted

– No targeting on website, no site optimization

– No existing social strategyg gy

– No mobile initiatives in place

– Direct mail efforts focused on FL residents


UO CRM Program Overview

Working together, we implemented a targeted CRM program.

Triggered Lifecycle Email Messaging: targeting email messages based on email and site behavior

Optimized and Targeted Website Content: customized site content driven by site segmentation

Integrated Social CRM Strategy: targeted Facebook messaging based Integrated Social CRM Strategy: targeted Facebook messaging based on Facebook and site behavior

Onsite Mobile Messaging: on-site, in-experience mobile messaging


Targeted UO Lifecycle Messaging Strategy

Confirmation

Touch 1 (T1): Triggered Conf irmation

Up sell

Touch 2 (T2): Up Sell Message

Park

Touch 3 (T3): Prepare for trip

We hope you

Touch 4 (T4): Send-of f letter

Pre-Arrival Campaign Flow

Integrated testing to OLTS park

ticket purchase

/ Thank you for purchase – set expectations

Up sell based on purchase history

Facilities, FAQs, map, relevant up sell

yenjoy your visit! Up sell

Newsletter / Ac-hoc

Purchase C fi ti

Purchase Purchase Confirmation

Includes the following ticket purchases: • 1 day

Sent f rom Gateway with optimized creative

improve message content, cadence, sequence

Confirmation / Thank you



1 day• 2 day• 3+ day

Sent from Gateway, same as touch 1 template

1 2 3 41 2 3 4


UO Website Targeting and Optimization

Persistent Navigation: Top Activities to Purchase

Persistent Navigation: Top Activities to Purchase

1 2

VB Widget

VB Widget

VB

WWHP Microsite

City Walk

Theme Park Dining

Targeted website content driven by: predictive modeling site segmentation path optimization analysis


UO Integrated Social CRM Strategy

Targeted Facebook posts based on Like behavior


UO CRM Program Results

65% increase in direct revenue driven by targeted lifecycle messaging streams

4 5% increase in conversion rate driven by onsite process optimization4.5% increase in conversion rate driven by onsite process optimization

37% increase in revenue driven by ecommerce and email testing program

Targeted social messaging is in process of being measured for ROITargeted social messaging is in process of being measured for ROI

Initial goal is to drive Guest engagement


Case Study: BlackRock Investments


Background

BlackRock approached Merkle to assume a leadership role in the planning, development and execution of a Financial Advisor acquisition and cross-sell campaign for 2011

An existing pilot campaign proved to be able to drive increased response g p p g p pwith the FA community, however issues with program execution, lead management and reporting have quelled the overall success of the effort

BlackRock was looking for Merkle to take over and enhance the FABlackRock was looking for Merkle to take over and enhance the FA acquisition program while restructuring the strategic approach by employing Merkle’s CRM experience to deliver ongoing, relevant communications that drive FA behavior


Our Approach

The overarching goal of the program was to engage the top financial advisors in the nation with BlackRock’s value proposition, entice them to p p ,become registered BlackRock advisors, and increase the amount of planned investments from this audience

To accomplish this Merkle devised a complete end to end strategy for theTo accomplish this, Merkle devised a complete end to end strategy for the program which included the following:

– Ongoing outreach via direct mail and email lead generation campaigns

– A preference ranking/selection via a microsite to understand FA interests and information needs

– An ongoing communication stream based upon preferences through the onboarding period

– Triggered communications based upon FA actions and behavior


Strategic Framework


Contact Strategy: Lead Gen Programs


Contact Strategy: Welcome Programs


Segment Driven Personalization

CRM Segmentation drives messaging strategy for Lead GenerationObjective: Understand the relationship each FA has with BlackRock and deliver an

Segment

Get to know

Messaging Strategy

Gift card or

Offer Strategy

j pappropriate and compelling message and offer to drive interaction

Prospects Get to know BlackRock

Dabblers You should come around more often

Gift card orPremium item

Retirement solutionsClient seminars

M i tFA’s Behavior

MorningstarDrives Segmentation

DecisionsClients We can help you grow

your business

1:1 session with a MFS for “select”

advisors

Advocates You’re a valued partner, thank you Masters Club benefits


Lead Gen and Preference Communications

Current Program Summary Program Attributes

Landing page 3 Touch - 5 Topic

Lead Gen drives the FA to call a Sales Associate or learn more via a Microsite

emailg p g

with Preferences EM Streams Preference selection of 5 financial topics and registration occurs

Email follow ups based upon

direct mail

p pPreference selection continue for 3 weeks

Activity drives next series of communication along the advisor path

“Push” to Register and Engage


Example of Preference Emails

Retirement Preference Stream

Timely Investment Updates StreamTimely Investment Updates Stream


Contact Strategy: Triggered Engagement

Triggers to help drive engagement with CRM Marketing and RetentionObjective: Apply segmentation to take advantage of key event triggers that allow for

t t ith th fi i l d i digreater engagement with the financial advisor audience

First Sales Contact Welcome to Time to drop first

Trigger Push MessageResult

Measurement

First Sales Contact

Moves Firm

BlackRock

Move with BlackRock

ticket

Retention measurementExamples of key

triggers that

First Ticket

First 60 days of

Congratulations and thank you

First Up-Sell

FP movement to a new segment

F lfill t t

ggenhanced timeliness of communications

First 60 days of relationship

Loss of sales momentum

First Up Sell Conversion

Feedback and Survey

Fulfillment request

First Cross-Sell Conversion


Triggers – Welcome Emails

Based upon interaction with sales associates, a new series of emails is triggered to capitalize on the sales discussion


Results and Further Developments

Response rates to Lead Gen efforts have exceeded 5% for completed registrantsregistrants

Preference settings have contributed substantial learnings on our segments, and allowed us to focus on the primary topics for future campaignscampaigns

New programs that are leveraging personalized targeting and preference information include the following:

– Cross sell and up sell programs

– Fund specific targeting

– Gold Circle membership (loyalty program)

– Retention and Winback


Thank You

Thomas BeginThomas BeginVice President

Insurance and Wealth Management Solutions Grouptbegin@merkleinc [email protected]

610-212-3839

Rich FleckVice President

Merkle [email protected]

720-836-2024


multi-channel customer engagement...our definition of multi-channel engagement engagement is an...

Documents