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TRANSCRIPT
Source: The Engagement Stack; Masters of Engagement1
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Mastering Engagement –Strategies and Capabilities that Distinguish Engagement Leaders
November 2017
Dr. Phil HendrixManaging Director, immr
Link to deck
www.immr.org/masters-of-engagement.pdfwww.immr.org
[email protected](770) 612-1488
>>
Source: The Engagement Stack; Masters of Engagement2
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❖ Rethinking Engagement
❖ Which Companies Are Mastering Engagement?
❖ Mastering Engagement – 6 Key Capabilities
❖ 10 Characteristics that Distinguish Masters of Engagement
❖ How Leading Companies Are Leveraging PEER Strategies
❖ Tuning into Customers’ Digital Signals
❖ Engagement Quotient Self-Assessment (10 Questions)
❖ Appendix
The Engagement Stack
6 Disciplines of Innovation
Location and other Digital Signals
Contents
Source: The Engagement Stack; Masters of Engagement3
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Characteristics that Distinguish Masters of Engagement
The Engagement Stack – How Masters of Engagement Leverage Data and Technology to Engage Customers on their Terms
Raising the Bar - How Leading Companies are Leveraging Mobile and PEER Strategies to Boost Customer Loyalty
The 6 Disciplines of Innovation
Tuning into Consumers’ Digital Signals
Additional Discussion of Concepts and Frameworks
Links to immr Reports
pdfDigital Signals Reveal
Location Context Connections
Source: The Engagement Stack; Masters of Engagement4
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Customer
Success=
Customer Outcomes & Experience
Customer Effort + Cost
Redefining Engagement to Focus on Customer Success
CustomerOutcomes
&Experience
Customer
Effort &
Cost
Minimize
Maximize
Source: The Engagement Stack; Masters of Engagement5
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Masters of Engagement Integrate 6 Key Capabilities
Source: The Engagement Stack; Masters of Engagement
Source: The Engagement Stack; Masters of Engagement6
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10 Characteristics Distinguish Masters of Engagement
Focus relentlessly on “customer success” and experience
Fulfill vital roles in customers’ lives/businesses
Earn trusted and intimate access to customers’ data
Build innovative solutions to vexing customer problems
Engage customers across journeys from start to finish
Personalize and individualize customer experiences
Engage customers on their terms via preferred channels
Embed technology in processes, products and apps
Optimize engagement with algorithms and experiments
Enjoy unmatched customer loyalty and advocacy10
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Source: The Engagement Stack; Masters of Engagement; The Six Disciplines of Innovation
Source: The Engagement Stack; Masters of Engagement7
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10 Characteristics Distinguish Masters of Engagement
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Fulfill vital roles in customers’ lives/businesses
Build innovative solutions to vexing customer problems
Engage customers across their journeys from start to finish
Personalize and individualize customers’ experiences
Engage customers on their terms via preferred channels
Enjoy unmatched customer loyalty and advocacy
Focus relentlessly on “customer success” and experience
Earn trusted and intimate access to customers’ data
Optimize engagement with data, algorithms and experiments
Embed technology in processes, products and apps
Source: The Engagement Stack; Masters of Engagement; The Six Disciplines of Innovation
Build innovative solutions to vexing customer problems
Source: The Engagement Stack; Masters of Engagement8
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Focus Relentlessly on Customer Success and Experience1
“Our promise is so different.. it's not just about our products. It’s also about
education and serving as a resource to customers. If we haven't taught her,
we've failed her. We want to empower clients to be in control…"
Bridget Dolan, Sephora VP and Head of Sephora's Innovation Lab
Sephora Innovations
Source: The Engagement Stack
Source: The Engagement Stack; Masters of Engagement9
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Fulfill Vital Roles in Customers’ Lives and Businesses
Does Your Brand Fulfill a Vital Role in Customers’ Lives?†
Bain’s Elements of Value Hierarchy‡
”Companies that score highly on
multiple elements of value have
higher NPS (Net Promoter Scores)”
Source: Bain and Company analysis
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Source: †The Engagement Stack; ‡Elements of Value (Bain & Company)
Source: The Engagement Stack; Masters of Engagement10
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Earn Trusted and Intimate Access to Customers’ Data
Source: Tuning into Consumers’ Digital Signals; The Six Disciplines of Innovation
By earning customers’ trust & delivering value, Masters…
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Source: The Engagement Stack; Masters of Engagement11
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Build Innovative Solutions to Vexing Customer Problems4
Focus
Source: The Six Disciplines of Innovation
Source: The Engagement Stack; Masters of Engagement12
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Engage Customers across Journeys from Start to Finish5
Source: The Engagement Stack
Source: The Engagement Stack; Masters of Engagement13
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Personalize & Individualize Customers’ Experiences6
Source: The Engagement Stack
Source: The Engagement Stack; Masters of Engagement14
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Engage Customers on their Terms via Preferred Channels
Channels
of Engagement
Mobile
App(s)Search Internet Website
E-mail Messaging VideoSocial
Media
PhoneStores Directories Kiosk Signage
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Source: The Engagement Stack
Source: The Engagement Stack; Masters of Engagement15
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Embed Technology in Processes, Products and Apps
Source: Bridging the Digital and Physical Divide (webinar with Gimbal)
Wave 4Intelligent
Wave 1Virtuous Spiral
Wave 2SoLoMo
Wave 3Contextual
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Source: The Engagement Stack; Masters of Engagement16
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Optimize Engagement with Algorithms & Experiments
Algorithms/Experiments
Transactions
Events
History
Big Data
Context
Source: Reimagining Marketing - from the 4 P's to PEER and Beyond
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Source: The Engagement Stack; Masters of Engagement17
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Product and Service Qualities
Competent Reliable Trustworthy Rewarding
CompatibleConsiderateFairTransparent
TrustAdvocacyLoyalty/
Devotion
Persistence Share
Enjoy Extraordinary Loyalty and Advocacy
Source: Raising the Bar – How Leading Companies are Leveraging Mobile and PEER Strategies to Boost Customer Loyalty
captured
43% of online
sales Q4 2015
House of LoyaltyNPS is 2x
that of brick &
mortar retailers
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Source: The Engagement Stack; Masters of Engagement18
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How Does Your EQ (Engagement Quotient) Stack Up?
Source: immr
Source: The Engagement Stack; Masters of Engagement19
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APPENDIX
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Source: The Engagement Stack; Masters of Engagement20
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Masters Excel at The 6 Disciplines of Innovation
The 6 Disciplines of Innovation
Source: The Six Disciplines of Innovation
Source: The Engagement Stack; Masters of Engagement21
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Masters Integrate The Engagement Stack
Source: The Engagement Stack
Source: The Engagement Stack; Masters of Engagement22
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Customer Location and Proximity
Source: 8 Layers of Location
Source: The Engagement Stack; Masters of Engagement23
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Customers’ Digital Signals (social, mobile, web)
Source: Tuning into Consumers’ Digital Signals
Source: The Engagement Stack; Masters of Engagement24
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Additional Perspectives on Engagement and Innovation
Source: immr
Download
Download
Source: The Engagement Stack; Masters of Engagement25
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Dr. Phil Hendrix, Managing Director, immr
Bio and links to reports and presentations available here
Professor
Researcher
Analyst
Advisor
Consultant
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