5 steps to an engaging customer experience

A Digital Solutions Firm delivering

Marketing and Technology Solutions

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5 Steps to an Engaging

Customer ExperienceA Webinar

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eDynamic Webinar Team

Rolf Kraus: CMS Practice Director

Shawn De Souza: Demand Generation Practice Director

Introductions

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Experienced. Founded in 1999

Trusted. Diverse business critical projects delivered for

mid-size to Fortune 500 organizations

Versatile. Experience across diverse verticals, including

Financial Services, Technology, Retail, Media & Publishing,

Education, Travel and Hospitality, Oil and Gas and others

Global. Locations in United States, Canada, Middle-East and

India

About the eDynamic

eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions

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1. eDynamic

2. Customer Experience (CX)

3. Marketing Nirvana

4. Marketing Reality

5. Factors impeding Marketing Nirvana

6. The 5 Steps to Creating an Engaging Customer Experience

7. Marketing Opportunity

8. Q&A

Agenda

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Customer Experience

Forrester, Bruce D. Temkin

The State Of Customer Experience, 2010

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Customer Experience

―Engagement with the customer today

isn‘t just pouring a message down on

their head and hoping they get wet.

It really is understanding that you must

be present in a conversation when they

want to have it, not when you want to. …

66

Customer Experience

…Pre-shopping before buying has

become a huge, huge part of customer

behavior. In the past, it was pretty much

confined to big-ticket items like cars, or

expensive electronics or homes. Now

people engage in discovery before

shopping on very small things. …

77

Customer Experience

…It‘s crossed all categories of shopping

behavior. It‘s just the way people buy

today.‖

Bob Thacker

Gravitytank Strategic Advisor

and former CMO of OfficeMax

88

Marketing Nirvana

Today‘s tools enable

me to personalize

my engagement

with buyers

across all

channels

Customer Experience

Management

Web Content Management

Marketing Automation

eCommerce

Social & Community

Analytics, Test and

Optimization

Site Search

99

Marketing Reality

Most organizations have invested and

implemented marketing platforms over

time, each operating as silos.

Site S

earc

h

An

aly

tics, Test an

d

Op

tim

izatio

n

So

cia

l & C

om

mu

nity

eC

om

merc

e

Mark

etin

g A

uto

matio

n

Web

Co

nte

nt M

an

ag

em

en

t

1010

Factors impeding

Marketing Nirvana

1111

Sources for research and

comparison have exploded!

1212

Technology is affecting the

way we communicate

1313

Customers are arriving at a

decision before interacting

with you

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Buyer 2.0

SiriusDecisions: How sales people want to sell has little impact on how buyers are choosing to buy

1515

What platforms do you use?

1616

Getting a common view of

your customer

Delivering personalized messages

across channels to customers requires a

common understanding of the customer

Coremetrics and Bloomberg BusinessWeek

Report on Optimizing Online Marketing 2009

1717

Data!

The Data Warehousing

Institute (DWI)

estimates the cost of

bad or ‗dirty‘ data

exceeds $600 billion annually.

Another study indicates

that 2% of contact

records become

obsolete each month,

costing a firm 15-20 %

of its operating income.

1818

5 Steps to creating

an engaging

customer experience

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1. Classic marketing segmentation analysis

is the foundation for the optimal

customer engagement.

Let‘s find out who

these people are!

Who is buying?

2020

Who is buying?

Identify segmentation parameters

that model your customers

and how they buy.

Segments

Card Usage Type

Business

Personal

Business &

Personal

Country

Japan

Korea

China

Family Structure

Single

Married

Married with

Children

Segments

Segmentation

Parameters

2121

Who is buying?

What are buyers‘ pain points and

motivators? They are looking for specific

value from you.

2222

2.The digital buying cycle through the eyes

of Google researchers

How are they buying?

2323

How are they buying?

Put yourself in the head of buyer—what

process do they go through in making a

buying decision?

2424

We need engage people where they

spend their time—where they get their

information.

3. How do they want us to engage with them?

2525

How do they want us to

engage with them?

Identify an ecosystem of

platforms that together

provide a common

experience across

channels.

Web CMS

Marketing AutomationCRM

Common

Customer

Context

2626

Join the dots!

Integrate platforms for a common view of

the customer across channels.

2727

Shaping a conversation that buyers are

looking for from their vendor—are we

delivering what they value?

4. What do they want to hear from us?

2828

Content… in context

Engage customers where they are at - in

the buying cycle - with relevant content

that promotes action

2929

Content… with a purpose

Assemble and categorize content by

objective

Attract Qualify Nurture

3030

Map Your Messages

Map your content – per segment, per

stage, per channel…

3131

5. Optimize!

Read the tea leaves

and act!

3232

Optimize!

3333

Optimize!

Test Offers, Messages, Creative,

Segments

3434

Optimize!

Have a conversation through their

expected channels – expand your digital

ecosystem

Digital

Asset

Management

CRM

Search

Mobile

Devices

eCommerce

Contact

management

WCMS

powered

Website

Product

Information

Management

Social

Networks

Communities

3535

5 Steps to an Engaging

Customer Experience

Step 1: Who is buying?

Step 2: How are they buying?

Step 3: How do they want us to engage

with them?

Step 4: What do they want to hear from

us?

Step 5: Optimize!

3636

Questions?

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Rolf Kraus

rolf.kraus@edynamic.net

Shawn De Souza

shawn.desouza@edynamic.net

http://demandgeneration.edynamic.net

http://cms.edynamic.net

Contact Us

3838

Thank You