How the right CXM solutions deliver better customer experiences

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1 The Right CXM Solutions Nurture Better Customer Experiences 1 How the right CXM solutions deliver better customer experiences

2 2 The Right CXM Solutions Nurture Better Customer Experiences Delivering Consistent Customer Experiences Anywhere Analyze customer behavior Measure Customer Value Ensure Multichannel Effectiveness Integrate Customer Data with Other Systems Track Customer Responses Personalize Marketing Deliver Engaging Content The Real Customer Experience The customer can be considered the single most important factor for company success. Truly understanding more about different kinds of customers and their needs provides a formidable competitive edge for any company. A customer s experience with a company comes from the sum total of all interactions before, during and after purchase decisions. Most of those interactions are part of the buyer s journey, which largely consists of digital touchpoints across multiple channels. Customers now choose how they will interact with companies and on which channels. Single customer buyer journeys are frequently multichannel, with multiple touchpoints. But customers see their interactions as one experience, so companies must provide consistent and frictionless interactions across all channels of engagement. Companies that value customers have to proactively enable positive interactions no matter where they take place. Customer Experience Management (CXM) is, first, a strategy

3 The Right CXM Solutions Nurture Better Customer Experiences 3 to continuously improve customer interactions during the entire customer lifecycle with a particular company in ways that will increase the lifetime value of customers. A good deal of a CXM strategy is made possible with sophisticated technologies. These technologies work to make customers more real as individuals, so that companies learn more from each interaction, and can add more of a human element to those multichannel interactions. Great customer experiences frequently lead to increased customer trust and loyalty, and longer term customer retention. Customers often spend more money with companies that provide superior experiences. And companies that nurture exceptional experiences create something money can t buy: customers as passionate brand advocates. Buyer s Journey: Customer Experience Touchpoints DIGITAL TOUCHPOINTS Search Landing page Mobile Newsletter Online Ads Blog 3rd party Sites Website IM/Chat Blog AWARENESS CONSIDERATION PURCHASE SERVICE LOYALITY Word of Mouth Marketing Call Center Call center IVR PR PHYSICAL TOUCHPOINTS

4 4 The Right CXM Solutions Nurture Better Customer Experiences CMS and Content Strategies at the Heart of the CXM Platform Multichannel Interactions CXM Platform The use of websites for brand identity, marketing and ecommerce has become pervasive. Behind these websites are content management solutions (CMS) that run the gamut from basic to complex. However, the digital era has created a whole new buyer s journey requiring multichannel management that most traditional web CMS aren t adequate to handle. It s not about an anonymous visitor to websites anymore, but about the new proactive customer with specific interests, needs, and expectations. It s also important to remember that the corporate website is still a top destination of customers on buyer journeys. A sophisticated CMS is a compelling tool for creating engaging websites that factor strongly in positive customer experiences, and to manage the delivery of the right content to each visitor, on any device, anytime. The CMS comprises a key component of an integrated CXM platform. A robust CXM platform is instrumental for managing and supporting the digital interactions of buyer journeys, and to help companies address the crucial importance of positive customer experiences. More and varied technologies are needed to handle the complexities of interacting with customers across multiple channels, and to improve all interactions with customers over time. Companies now must quickly understand needs, and then give customers what they want when they want it. Content is the integral element for virtually all stages of the buyer s journey, as well as for important CXM capabilities such as marketing automation. Well-designed marketing automation processes should drive an endless appetite for content. Highly successful marketing automation pivots on content segmented by customer attributes, to deliver the right content to the right customer at the right time. Digital marketing and CXM are intricately entwined with content marketing strategies that map content to phases of buyer journeys. CXM solutions take on greater significance particularly when integrated with the CMS and content marketing processes for intelligent content delivery that reflects real insight for each customer segment.

5 The Right CXM Solutions Nurture Better Customer Experiences 5 Nurturing Customer Experience Excellence Strategies to open the door to customer experience excellence require an integrated CXM technology platform to help manage and understand experiences across customer touchpoints, to integrate efforts for improving customer interactions, and to unify functions such as marketing and sales to better serve customers. The CXM platform is indispensable for successful multichannel digital marketing: content is used effectively for engagement, analytics reveal deeper insights, and capabilities like lead nurturing and marketing automation make sure that each customer is wellsupported at every point of buyer journeys. CXM technologies are instrumental for the orchestration of consistent messaging across all channels. Marketers can create automated unified campaigns that work well across multiple channels (websites, , social media) to better nurture, engage and respond to customers anytime during the buyer s journey. Integrated marketing processes improve the outcomes of marketing initiatives by eliminating redundant and irrelevant marketing activities, and utilizing customer intelligence for better targeting. Frequently, a customer has traveled through most of the buyer s journey before deciding to talk with the sales team. So companies must ensure the right engagement with the customer to help movement towards a buying decision, through intelligent and automated lead nurturing processes. Manual processes could never scale to meet the demands of sophisticated and targeted lead nurturing that is made possible by a CXM platform. More attention should be paid to personalized communications with customers that work well for a particular channel of engagement. But personalization can only be effective with accurate, up-to-date information on customers, products, channels, locations, and other relevant data domains. Channel appropriate personalization is a key ingredient for nurturing positive customer experiences. A CXM platform is also an agile hub for critical integrations with other systems, to access all customer data wherever it is stored. A complete and continuously updated customer picture is now available to sales, marketing, products teams, and management, through CXM platform integrations with systems like CRM, other analytics processes, and customer service applications. The CXM platform also helps with the integration of channels for better awareness of customer touchpoints and customer-preferred interaction channels. Obviously marketing efforts are more fruitful when each customer is better understood in terms of responsiveness to marketing and sales efforts, buying behavior, purchase outcomes, and other buyer s journey milestones. Optimize CXM Throughout Customer Lifecycle Personalize each experience for this customer Respond dynamically to each customer interaction Understand customer needs after purchase Ensure a positive buying experience Provide relevant content for other products Engage, nurture customer on path to new purchases

6 6 The Right CXM Solutions Nurture Better Customer Experiences Choosing a CXM Solution: Best-of-Breed or Integrated Platform The perennial technology debate of best-of-breed versus the integrated platform has been around for a long time; software buyers can weigh what each approach offers to decide which is the best fit. However, a vendor that offers an integrated platform in support of CXM and has a commitment to customer success should have very good insight into what is needed to improve customer experiences. This kind of integrated marketing platform already offers the capabilities that most companies will need. The integrated platform ensures that all the CXM pieces are already working together at a sophisticated level to help companies agilely interact with their customers. The silo effect of best-of-breed solutions is the biggest problem for software buyers. Multiple applications have to be purchased, learned, and maintained to provide the capabilities already in the single integrated platform. Companies also have the added cost and problems of multiple relationships with individual vendors, instead of one. Then integrations between the separate solutions have to be built with varying levels of quality and reliability. Often when there s a problem with these separate solutions, each vendor wants to point the finger at the other vendors as the source of the problem. A best-of-breed vendor is not guaranteed to actually be the best at a particular application, nor is there a guarantee that this sort of vendor will keep the technology up-to-date with current trends. The right vendor for an integrated marketing platform will make sure that the platform keeps up with the requirements and desires of the customer base. The integrated platform is often the best choice in terms of usability, whether the user is a marketer, a designer, or a solution implementer. The integrated platform is frequently best for ease of installation, lower maintenance costs, and a shorter learning curve for all capabilities. Integrated customer information processed through the CXM platform is continuously updated from all interaction channels. For a great software user and customer experience, these are valuable points. Integrated CXM Solution

7 The Right CXM Solutions Nurture Better Customer Experiences 7 Customer Experience Management Great Customer Experiences Reap Real Benefits The reality for many companies is that adopting CXM strategies, along with an integrated CXM platform, is a matter of survival that can quickly become a distinct competitive edge. Companies must focus on customer first for all functions, with a better understanding of what customers want, how they behave when buying products and services, and what they need from the company. Many companies have proven that working to improve customer experiences on every channel pays off with greater customer loyalty and advocacy, increased revenue, and actual cost savings for marketing and customer service. An integrated CXM platform brings value and ease-of-use by eliminating the purchase of multiple applications, and by streamlining training and usage by marketing teams. Customers get what they need faster, with greater relevance, which often shortens buying cycles. The future for most businesses includes a strong focus on the customer experience this will require sophisticated multichannel technologies in support of CXM to continue to enhance customer experiences. CXM solutions not only solve immediate needs for digital marketing and multichannel interactions, but can open doors to new opportunities. CXM and integrated marketing processes shouldn t end with converted leads. Significant opportunities remain for targeted customer communications to nurture a more developed long-term customer relationship, to pave the way for new interactions, and eventually grow new purchases and customer brand advocacy. Customers can change very quickly companies need the right CXM platform to keep up.

8 8 The Right CXM Solutions Nurture Better Customer Experiences CXM Reaping Real Benefits Strategic approach to customer relationships, engagement and marketing that will yield a greater customer lifetime value Driving force for sales and demand Effective contribution to continuous revenue growth New levels of customer and user engagement excellence Brand loyalty expanded through positive experiences Company reach extended across more digital channels Cost reductions for managing digital engagement Improved customer data integration and sharing across the enterprise When Your Business Benefits from a CXM platform Do you need a CXM platform? First, ask yourself the following questions: has your company adopted business strategies that include a strong customer focus and a commitment to improve customer experiences? Do you want to better support and energize buyer journeys? Then assess the significance of your web presence and the importance of multichannel interactions with customers as they directly impact your goals and revenue. Your multichannel activities can include customer relationship management, customer service, social media interactions, sales processes, and marketing initiatives. Are you getting the most out of these activities to help customers purchase your products and services, and then come back for more? INTEGRATED CXM PLATFORM TRADITIONAL CMS Website creation to promote the business Engaging prospects less familiar with the brand Centralized management and maintenance Collaboration and administration tools Support for multiple user roles CMS may be enough if you only need: Website creation, web publishing Limited digital marketing Basic personalization Basic content delivery to mobile, other channels Limited social channel interfaces Basic routing workflow and approvals Tools such as automated templates and syndication Content authoring and editing Rich media management Marketing based on importance of the customer experience Shepherding customers on buyer journeys Ability to enhance multichannel interactions Integrated technologies that focus the business on the needs of individual customers CXM is what you need if you want to: Grow brand loyalty and customer advocacy Increase revenue and repeat business Nurture and develop leads into successful deals Continuously update customer data analytics to better understand customer behavior Optimize the customer experience of your brand Create automated and responsive customer personalization for interactions Automate processes to evaluate web traffic and lead quality Greatly increase marketing team effectiveness Continue relevant customer communications after each purchase Integrate CXM processes with other systems (CRM, sales force management, customer service applications)

9 The Right CXM Solutions Nurture Better Customer Experiences 9 Kentico Integrated Marketing Solutions We at Kentico genuinely understand the challenges companies face in the pursuit of optimizing the customer experience, and have designed our product to not only deliver the full set of sophisticated tools for the task, but to be simple and intuitive to use. The Kentico Online Marketing Solution enables you to deliver the ultimate customer experience; one that is not only consistent across all channels and devices, but that, in return, brings deep and valuable insights into your customers and their journeys. As all tools are fully integrated, the Contact Management module is able to track and record the activities of every visitor (even anonymous ones) from all touchpoints to give you a 360 degree view of each, ready for use or export to your existing CRM. This means that you can easily manage a consistent experience of your brand across all channels, including web, mobile, , social and even offline. Burswood Entertainment Complex (BEC) is the premier entertainment venue for Perth, which means continuous updates of content every day. BEC needed a completely dynamic site that could remain aesthetically pleasing and effective for a highly varied customer base. The transformed BEC website has been successful on many fronts, with far more visitors engaging with the site. Customers are easily finding the content that they want, which has helped to improve customer experiences and loyalty to BEC. A variety of mobile platforms are increasingly the customer preferred access points for BEC content. The Kentico CXM platform has enabled a consistent customer experience across different channels. BEC as seen an 84% increase in site visits, a 50% drop in bounce rate, and an amazing 560% increase in mobile traffic. burswood entertainment complex australia The Contact management module tracks and records website visitor activity from all touchpoints You can filter your contacts to see details like the marketing campaigns they engaged with, the activities they have performed, and how qualified they are as leads based on your own lead scoring rules. These insights can also be leveraged with the Marketing Automation feature to help you build highly efficient workflows that deliver a stream of customer interactions that heighten the customer The drag-and-drop Marketing Automation workflow interface

10 10 The Right CXM Solutions Nurture Better Customer Experiences experience and nurture less-qualified leads towards conversion. Built-in Segmentation allows you to serve your visitors with content relevant to them by grouping them into segments based on demographics and behavior. Alternatively you can assign visitors to your own Personas to ensure all content they are exposed to is pertinent to their interests and needs. You can even use sophisticated Personalization to respond in real time to individual visitors for a truly custom-made experience of your site and your brand. Of course, your segments and personas will further enhance your marketing or marketing automation efforts in your cross-channel approach. Early in 2010, Barrett Steel developed a new strategy to exploit new opportunities in the construction and engineering sector as the UK came out of recession. The strategy had to be significantly influenced by marketing and communications to meet customers changing needs and buying behavior. In recognition of the important role the internet is now playing in business, the board applied the one world concepts of the internet to drive strategic marketing across the whole business, not just on the web. A mobile website was developed for customers on the move. 25% revenue growth has been attributed to the new digital marketing strategy, in which the new website plays the primary role for customer interactions. barrett steel, uk Content personalization variants display gathered data of contact personas The Personalization and Segmentation features allow you to split your customer base into groups of individuals that share the same value criteria, allowing you to target each of them more accurately with personalized content, while widening The Strands Recommender offers relevant recommendations to website visitors

11 The Right CXM Solutions Nurture Better Customer Experiences 11 your reach within each classification. Personas enable you to do this by scoring each visitor according to your own rules and assigning a pre-defined persona to them. By identifying the specific needs of your visitors, you can deliver an enhanced customer experience in real time; even popping up with a Live Chat window for direct communication and assistance delivery. Your webpage must adapt itself to the modern world; Kentico supports mobile readiness to make your webpage s design and text responsive on any device on which it is being displayed, and as a consequence, delivers a positive cross-device experience. Personalizing content based on behavior or gathered data can boost engagement with and trust in your brand. Unlike other systems, Kentico offers Need more help deciding on the right CXM solution for your business? Choosing a CXM Solution: Best of Breed or All-in-One Suite? Choosing a CXM Solution: Where s Your ROI? 7 Steps to Get Instant Marketing Results from Your Website Marketing Automation for Success Lead Scoring for Success SCHEDULE A 1-ON-1 DEMO A/B testing module showing conversions achieved with original and test pages a fully integrated Strands Recommender tool in the Kentico Online Marketing Solution. Kentico s out-of-the-box integration with the Strands Recommender enables real-time personalized product recommendations to customers, helping you boost sales, customer loyalty and revenues without the hassle. And, of course, when personalizing content you shouldn t let language be a barrier! Kentico s Multilingual Content offers a vast array of features, such as: Smart Language Selection, UNICODE and Eastern European Languages, Right-to- Left Support, User Interface Localized into Many Languages, and others. Of course these segments will further enhance your marketing or marketing automation efforts in your cross channel approach. Finally, by gaining deeper insights and using tools like A/B and MVT testing, you can enable easy campaign optimization in your delivery of the page or that resonates best with the target audience or segment. The lead nurturing process with Kentico has been developed to enhance the customer experience. Kentico s Integrated Marketing Solution has been developed to facilitate engagement between your business and its customers. The nurturing customer experience has not only been engineered to boost sales, but also to encourage constant growth in the critical relationship that your business has with its customers. After all, your customers can and should be considered the single most important factor for your company s success; nurturing them with Kentico s Integrated Marketing Solution will help you reap the real benefits your business seeks by delivering unmatched customer experiences.

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