Creating a winning customer engagement strategy in the CDC environment

LASA Vic & TAS State Congress June 2016Di Erlichmanannecto, Marketing & Communications

customer experience

customer experience

cognitive

conative

affectiveinformation emotive

Trigger to purchase

thinking

feeling

doing

see &

hear

cx lifecycle

Oracle Customer Lifecycleneed

recommend

maintain

purchase

select

research & engagement

usereceive

BUYmarket & sell

OWNsupport &

service1

5

4

3 7

62

8

Macro environmentWhy is customer engagement and customer experience so important right now?

micro environmentCustomer segment profiles guide the design of better Value

Propositions- which articulates the greatest value to each customer segment- and is the key to designing a stronger

business model.

To ensure this success- how is your marketing function positioned within your organisation?

CEO

CFO COO CMO?

The business model canvas

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© XPLANE Visual Thinking Co.

the customer empathy mapuse at each stage of the CX journey

CX journey: awareness, engagement, conversion, retention, loyalty

Maria’s journey*• annecto mapped Maria's journey, her wants and

needs, her problems and obstacles using the customer empathy map, and against the CX lifecycle: AWARENESS, CONSIDERATION, CONVERSION, RETENTION, LOYALTY.

• You might choose to use your own CX Lifescycle title that makes sense to you: eg 1.Researching, 2.Choosing, 3.Buying, 4.Receiving services, 5.Returning, and 6.Exit stages.

• annecto then measured Maria’s experience against six operational categories to ensure we achieved optimal customer satisfaction with clients like Maria* and her mother Gina*.

*Images are of models. Real names have not been used..

Select a specific customer segment to map

carer

researching Stage 1

objective

behaviours

Negativefeelings

thinkfeelsee hear

positivefeelings

1. GP 2.web 3.friend

carer

behaviours

thinkfeelsee hear

positivefeelings

Back end

support

Negativefeelings

Creating a winning customer engagement strategy in the CDC environment

Di Erlichmanannecto, Marketing & CommunicationsJune 2016