the agency in transformation: how customer journeys will transform the agency-brand relationship......
DESCRIPTION
Most Agencies can talk a good game when it comes to the customer engagement strategy. But actually delivering on the expectations from brands is a whole different animal. Join Principal Analyst and CEO of Gleanster Research, Ian Michiels, to explore the transformational forces that will forever change the Agency-Brand relationship. You'll learn: Profitable strategies for customer journey services How innovative agencies are capitalizing on the age of the empowered customer How to translate strategy and journey maps into meaningful and realistic EXECUTION Where to start, what to create, and how where to focus your effortsTRANSCRIPT
Ian MichielsPrincipal Analyst
Gleanster Research
Featured Speakers:
WEBINAR
The Agency in Transformation: How Customer Journeys Will Transform the Agency-Brand Relationship... Forever
COMPLIMENTS OF:
Jeff NicholsonVP of Marketing
Kitewheel
The Agency in Transformation:
How Customer Journeys Will Transform the Agency-Brand Relationship... Forever
Ian MichielsPrincipal & CEOGleanster Research
COMPLIMENTS OF:
TODAY’S STATS
PERFORMANCE BASED ALGORITHM
All Survey Respondents
2014 Customer Experience Management, 2014
n= 276
Top Performers: Respondents that achieved Top Quartile performance in key KPI’s
Everyone Else
Gleanster Benchmark Stats
2014 Omni-
Channel Marketing
(Mar. 2014)n= 327
Digital Engagemen
t(Sept. 2013)
n= 429
Total survey responses: 984
Agenda
Agenda
Agency Challenges & Opportunities with the Customer Journey
Bridging the Gap Between Strategy and Execution
Recommendations & Stepping Stones
The Empowered Customer = Opportunity
86% of Top Performers rank personalized customer
engagement as a top 3 imperative for revenue
growth in 2014.
Customer Experience Priorities
THE BRAND
“We need help.”“Dream up the experience and show us how to execute.”“Show me how you’re measuring success… next week.”
Live & Breathe These Challenges
•Expert Resources
•Knowledge of what works
Customer Journey Offerings
•Strategic
•Inconsistent
•BUT – demand is there from clients
Moving beyond strategy
•Limitations with data
•Limitations with tools
•Limitations in the brand
THE AGENCY
Rapid Channel Proliferation
•Digital
•Online / Offline
Empowered Consumer
•Savvy
•Informed
•22% of Consumers are loyal to brands
Legacy or Fragmented Infrastructure
•Niche Tools
•Skills Gap
•Difficulty Adapting
THE BRAND TURNS TO THE AGENCY
CMO Priorities in 2014
42%
53%
65%
78%
0% 20% 40% 60% 80%
Gain Insights with CustomerData
Reduce Costs
Retain Profitable Customers
Increase Revenue
Top 3 Marketing Priorities for 2014
Top Performers n=69* Customer Experience Management Survey, Q1 2014, n=276
Customer Engagement Priorities
76%
85%
88%
0% 20% 40% 60% 80% 100%
Personalization
Retention revenue (up-
selling / cross-selling)
Customer loyalty / lifetimevalue
Top 2 Strategies for Addressing the Customer
Experience Mandate
All Respondents* Customer Experience Management Survey, Q1 2014, n=276
Where are the challenges in the brand?
47%
51%
62%
64%
79%
0% 20% 40% 60% 80%
Fragmented marketing
systems
Poor data quality
Lack of data
Segmentation & targeting
Limitations in marketingtools
Biggest Challenges with Managing the
Customer Experience
All Respondents* Customer Experience Management Survey, Q1 2014, n=276
The Misconception about “Data Driven Marketing”
Are you using customer data to inform or improve the customer experience in ongoing communications?
91% -Yes
9%
All Respondents
Yes No* Customer Experience Management Survey, Q1 2014, n=276
In your opinion how effective is your organization at using available customer data to optimize marketing communications with customers? (Choose one)
5%
10%
36%
29%
10%
0% 20% 40%
We're failing
Major room forimprovement
Minor room forimprovement
We're good
We're leaders
How are brands actually using customer data?
36%
38%
47%
47%
53%
67%
69%
41%
39%
31%
29%
29%
11%
12%
0% 20% 40% 60% 80% 100%
Third-party behavioral/attitudinaldata
Social media monitoring data
Third-party geo-demographic data
Campaign engagement data
Web browsing/online behavioraldata
Customer Data (CRM or MarketingDatamart)
Point-of-sale (POS) / transactiondata
Top Performer Use of Customer Data for
Segmentation
Currently Use Plan to Use* Customer Experience Management Survey, Q1 2014, n=276
The Challenge and the Opportunity
Customer expectations are molded and shaped by the most innovative brands
Forces the issue of customer journey optimization at ALL brands
The opportunity for agencies is long-term
Fragmented and disconnected technologies lead to: Challenges with data
Challenges with execution
Every client is unique
Brands find it difficult to staff and retain talent with expertise in emerging digital channels.
Agencies must simultaneously address all three elements:
Strategy
DataTechnology
The Agency in TransformationMyths and Misconceptions
2 Types of Agencies?
Innovators Pursuing the opportunity
You can talk-the-talk
Over promise, underwhelm
Everyone Else
Kicking the tires
Open to the opportunity
Trends among agency resources
30% of agency resources believe they could be doing more to help clients
optimize the customer journey.
* Customer Experience Management Survey, Q1 2014, n=45 Agency Participants
Challenges with the customer journey – for agencies
* Customer Experience Management Survey, Q1 2014, n=45 Agency Participants
39%
51%
73%
73%
89%
0% 25% 50% 75% 100%
Lack of data
Lack of expertise in thebrand
Time and effort required to
configure campaigns
Poor data quality
Fragmented marketingsystems
Biggest Challenges with Helping Clients
Manage the Customer Experience
Agency (n=45)
Still Noise Around Key Concepts
Ask 10 marketers (or agencies) what these terms mean and you get 10 different answers.
Customer Journey
Customer Journey
Map
Multi-Channel
Marketing
Omni-Channel
Marketing
The Customer Journey
What it is: All interactions a customer has with your brand
Cross-channel, cross-device, online / offline
From the time they find out your brand exists to the long-term relationship as a loyal customer.
A unique contextual experience for each customer
Unpredictable
What it is NOT: A campaign
Something you can control or manage
A series of linear steps
Customer Journey Map
What it is: A tool to understand how customers might engage with
a brand
Contextually based on the buyer – customer perspective
A tool to help identify opportunities to improve the customer journey: messaging, technology, channel strategy, etc.
What it is NOT: A static document
A high level bulleted presentation – it’s a deep dive
Limited by what can be done today
Omni-channel Marketing
What it is: Omni-channel is the orchestration of communications
across any channel a customer or prospects chooses to engage
Contextually relevant & data driven
Re-enforces the brand and the communication
Accounts for the fact that customers will each have a unique customer journey
Delivers incremental value across any channel
What it is NOT: Execution of multiple different messages across
multiple different platforms
A series of campaigns via different channels
Customer Data
There is a common misconception that data must be in once place to manage the customer journey
Leads to expensive and time consuming transformational initiatives
Excessive focus on the robustness of data
Huge impediment to Customer Journey offerings: “We have to get this right first... Then… we can focus on the
customer journey”
Hook into the data- technology can help facilitate rapid integration and near real-time analysis of massive volumes of structured and unstructured data
Data must be accessible
Data must be actionable via automation & business rules
Technology Infrastructure
The average organization supports 3-5 different marketing technologies
Fragmented tools weren’t designed to work together, but they are still CRITICAL to success
Every client has a different technology infrastructure
Its’ time consuming to replace
It’s not scalable from a best practice standpoint
Brands cant afford to start over
What are Brands Really Asking For?Recommendations
Ideas
Dream up the customer experience- tell us what it should look like.
Pull the brand into the strategy, help them understand it’s not a campaign or a linear path that can be managed
Be the voice of the customer for the brand.
Become the “maestro” of the customer journey. The relationship demands oversight over:
Customer Data
Communications
Strategy
Technology
Set boundaries for what will be required from the brand.
The Agency must become a strategic asset for conducting the customer journey.
Plan
A Realistic Plan
Not hacked code
Expensive infrastructure investments with no clear timeline
Quick wins
Demonstrate in advance how success will be measured
Examples from Kitewheel
Execution
Leverage existing tools for the customer journey – they are configured and pre-populated with critical customer data
Every brand is different – so a hub model is ideal.
Plug into existing infrastructure and develop automated triggers for the customer journey
Customers fire these triggers based on behavior, purchase history, and other attributes.
Customer engagement is flexible across any channel.
Hub
Marketing Automation
Email Marketing
Mobile Marketing
Etc.
Etc
EtcEtc
Web Analytics
eCommerce
CRM
Web Analytics
Execution
Customer Journey Maps
UNPREDICTABLE CUSTOMER TRIGGERS
Conte
xtu
al Rele
vance
Based o
n P
urc
hase
His
tory
, Behavio
r &
Response
Orchestrate Automate Measure
AGENCY CONNECTS TO THE EXISTING BRAND TECHNOLOGIES
BRAND TECHNOLOGIES
CRMCustomer record
Customer points
SOAP
Mobile AppIOS/Android APP
New registrations
Check in at venue
Balance check
Point of SaleQR Code at ePOS
WebNew registrations
Push Message
ServerApple Push Notifications
Email/CM EngineEmail delivery
Opt out management
Bounce management
TwitterReal-time Tweets
FacebookPage Posts/Updates
JSON
API
Attribution
EmbeddingUrl tracking
Reporting
Case Study: Real-time Digital Loyalty Program
© Kitewheel 2014
hub
How can we orchestrate a
completely connected
real-time journey …
across all THIS?
( … in less than 3 months )
Outcomes:
Signups: Up 5XPayback: <2 weeks
CRMCustomer record
Customer points
SOAP
Mobile AppIOS/Android APP
New registrations
Check in at venue
Balance check
Point of SaleQR Code at ePOS
WebNew registrations
Push Message
ServerApple Push Notifications
Email/CM EngineEmail delivery
Opt out management
Bounce management
TwitterReal-time Tweets
FacebookPage Posts/Updates
JSON
API
Attribution
EmbeddingUrl tracking
Reporting
Case Study: Real-time Digital Loyalty Program
© Kitewheel 2014
hub
CRMCustomer record
Customer points
SOAP
Mobile AppIOS/Android APP
New registrations
Check in at venue
Balance check
Point of SaleQR Code at ePOS
WebNew registrations
Push Message
ServerApple Push Notifications
Email/CM EngineEmail delivery
Opt out management
Bounce management
TwitterReal-time Tweets
FacebookPage Posts/Updates
JSON
API
Attribution
EmbeddingUrl tracking
Reporting
Case Study: Real-time Digital Loyalty Program
© Kitewheel 2014
hub
Outcomes:
Signups: Up 5XPayback: <2 weeks
Case StudyIndividual Real-time Journeys
Choices
Web Activity
o 25 action triggers
o 94 behavior rules
o 80+ dashboards
o 240 Content items
Dashboards
Readiness Cues
Call to Action
Motivational Msgs
Badges
Progress
o 1000+ routes through
the customer journey
o Behavior linked to
customer and baby
data and decisions
o Guide mothers
through 7 steps of
early childhood
o Engage, encourage,
educate, reward
o Gamification around
completion stats, medals
& emails
o All visit data tracked
o Clicks, actions, videos, shares unload, scrolls, focus
o Linked to consumer data records
33
Thanks!
Q&A
Ian MichielsGleanster Research
@InsightFanatic
Jeff NicholsonKitewheel
@jnicholson30
State of the Customer Journey 2014
kitewheel.com/journey2014
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