As marketers, we re especially adept at brand air-cover and building our complex arsenal of marketing capabilities

Transcription

1 Customer Experience

2 As marketers, we re especially adept at brand air-cover and building our complex arsenal of marketing capabilities The latest arsenal of Marketing technologies, channel/media and tools Scatter-shot air-cover of brand Customers Marketer Social Agency Display Ads Direct mail But this doesn t inform us on what the customer is experiencing interaction by interaction, nor is it prescriptive in how we should 2

3 With the scaled opportunity we now have our approach to customer experience must evolve Traditional Emerging End up with the ideal customer experience Start with: The strategy See or expand what tools and capabilities we have Enable the right capabilities See what data is available Analyze the data See what media/channels are working well Let the talent design offers and promotions Enable the right media/channels Manifest through content, creative, offers and brand Enable the right capabilities Design the customer experience End up with: Customer experience? Start with: The strategy

4 So, what does it look like? Many organizations struggle to define what the customer experience must be. 4

5 So, what does it look like? Especially in how the specific interactions are designed, sequenced, and delivered. Customer sees display at store Receives offer via text Purchases product online Activates product via phone Uses service via app The content appeals to their sense of need and comfort The message resonates with their sense of urgency The content was fun, engaging, and provocative Agent is comforting and offers helpful upgrades Customer has fun swishing around to find info 5

6 Essential for Experience Delivery MARKETING INFRASTRUCTURE Data, data integration, data management CUSTOMER STRATEGY Segmentation Value, Planning FINANCIAL MANAGEMENT Measurement & Attribution, Budgeting EXPERIENCE DESIGN Personalization and Media/channel delivery 6

7 The Connected CRM Framework (CCF) Segment Strategy Customer Strategy Portfolio Strategy Program Strategy These strategies are then translated into actionable media and channel plans that result in highly personalized, targeted experiences What data, systems, tools and technologies will be necessary? Infrastructure Media Planning Experience Delivery Targeting & Personalization Experience delivery performance is continuously attributed across media and channels which, in turn, drives optimized budget allocation Financial Management Measurement & Attribution Budget Allocation Channel Planning Financial management informs customer strategy and experience delivery decisions as a closed loop process Organization How do we organize and what capabilities and business processes will be necessary? 7

8 What is Customer Experience? What is it? The creation of connected programs that drive a desired customer behavior through a series or individual touch's in media and channel. Ideating and creating what the customer experience will be in terms of value proposition, offer, message, creative in both media and channel. Executing the development of the necessary assets and executing the campaigns that support the programs. To ultimately deliver an experience which serves the individual at the right time, in the best voice, and in a manner that uses everything we know about the customer to drive the best response. Why s it so important? It's where the rubber meets the road. Nothing happens until the customer has an experience. 8

9 Experience Delivery Framework CCRM PROGRAM DEVELOPMENT Acquisition Retention Loyalty What behavior we want to drive EXPERIENCE DESIGN Interactions Offers Messages Creative PROGRAM EXECUTION & MANAGEMENT Media Channel Targeting How customers will experience the value proposition How & what we need to execute 9

10 Experience Delivery Framework CCRM PROGRAM DEVELOPMENT Acquisition Retention Loyalty What behavior we want to drive EXPERIENCE DESIGN Interactions Offers Messages Creative PROGRAM EXECUTION & MANAGEMENT Media Channel Targeting How customers will experience the value proposition How & what we need to execute 10

11 SEGMENT-DRIVEN PROGRAM CONSTRUCTION 11 Image Courtesy of Ford Canada.

12 Bridging Segmentation to Program Development Connected Programs are developed by first understanding how they will influence or support the customer s lifecycle. ACTIVE Customer Lifecycle DECLINING 2 nd Purchase NEW SEGMENT AWARE 1 st Purchase LAPSED INACTIVE PROGRAMS Accelerate Win Back Attract On Board Recognize Off Ramp Educate Retain Programs Types: Acquire Grow Reinforce Value Ease Out 12

13 Program Development Using what we know about the segment attitudes and preferences, the marketable universe, and desired customer behaviors we can assemble the best set of customer activities into a data-informed CRM program. CCRM Program Architecture AUDIENCE MESSAGES Develop relevant & personalized messaging based on segment or individual & behavior OFFERS Determine relevancy of offer (and offer rotation) for each distinct segment CREATIVE CONTENT Establish creative rotation and versions within segment & behaviors PERSONALIZATION Provide individualized opportunities throughout all program activities RIGHT MEDIA Select most applicable media for each of the audience segments RIGHT CHANNEL Select optimal response channels to achieve program strategy objectives 13

14 CCRM Program Blueprint Program Blueprints define the individual components of each program to align the client and crossfunctional team around the goals, expected results and test/learn agenda for each program. High Value Cross Sell PROGRAM SUMMARY 1. Modify existing registration/purchase confirmation to welcome stream 2. Drive traffic, Provide Orientation & Capture Additional Content Information 3. Assumptions: EM is deploying to whole audience segment and DM is only a subset (those showing interest) Messaging will differ depending on origination of contact. DESIRED BEHAVIOR SEGMENT SPECIFICS 34% share lead index 90% Conversion 125% lapse rate 8% Price Sensitive, Image Conscious, Early Tech Adopter, Heavy Mobile Usage Drive registration, customer preferences and additional sales. KEY MARKETING TACTICS Dynamic EM X-sell components, Personalized Display Retargeting, Behavioral triggers EM/DM PROFIT DRIVERS AUDIENCE VALUE MEDIA CONTACT CHANNEL MESSAGE CREATIVE Registrants, Quick Sign-up, Product Benefits Usage Offer EM, DM, Display 4 Touches Over 2 wks. Profile Completion Online Tool Orientation Welcome, Confirm, Show immediate value Branded, focus on a new start CCRM Program Blueprint (simplified)

15 Experience Delivery Framework CCRM PROGRAM DEVELOPMENT Acquisition Retention Loyalty What behavior we want to drive EXPERIENCE DESIGN Interactions Offers Messages Creative PROGRAM EXECUTION & MANAGEMENT Media Channel Targeting How customers will experience the value proposition How & what we need to execute 15

16

17 Experience Design Focuses on the Interaction Experience Design focuses on the customer interaction, be it: clicking a link in an , viewing a video, or conversing with a call center representative. PROGRAM CAMPAIGN INTERACTIONS (Touch Points) MESSAGE OFFER CREATIVE All interactions must contain a relevant message, the best offer, and best creative emphasis for that individual or segment. PROGRAM PERFORMANCE PROGRAM ANALYTICS SEGMENT BEHAVIOR PERSONALIZATION 17

18 What Experience Design Enables Experience Design enables personalization at the interaction layer, journey progression, and customer lifecycle support. PERSONALIZATION Considers what can be individualized to have the highest impact for the customer response. EXPERIENCE DESIGN JOURNEY PROGRESSION Determines the most effective ways to move a customer through the stages of a customer journey LIFECYCLE Defines the best engagement over long term relationship with the customer 18

19 Experience Design Defines Interaction Pathways Pathways are a series of multiple interactions that move a customer from one journey stage to the next. It considers what customer action is required and which media and channels are necessary to support those interactions. CONSIDERATION Acquisition Program POST-PURCHASE Welcome Program Inquiry Comparing Checking Order Refer-a-friend Segment Identified Browse History Purchase Behavior Follow-up On-site guide Display Retargeting Purchaser App Follow-up High Value Recognition High Po Offer (based on segment) Competitive Offer Cross-sell Offer Best Offer Interaction Pathway Diagram (simplified)

20 CCRM Message Architecture BRAND POSITION PRODUCT POSITION Brand Promise Product or Service Promise BRAND SEGMENT POSITION Focused Promise CCRM CAMPAIGN A SEGMENT 1 PROGRAM CAMPAIGN B CAMPAIGN C SEGMENT VARIATION SEGMENT 2 PROGRAM CAMPAIGN A CAMPAIGN B CAMPAIGN C CAMPAIGN A SEGMENT 3 PROGRAM CAMPAIGN B CAMPAIGN C 20

21 Experience Design: Messaging Sequencing Driven by analytics we inform our marketing interactions beyond just the first touch to allow for more relevant messaging for customer interactions over time. SEGMENT IDENTIFIED The Segment Profile informs first touch message-offer-creative INDIVIDUAL RECOGNIZED Once customer is identified or engaged we tailor messageoffer-creative to the individual 21

22 Experience Design: Messaging Logic Determining how the experience changes based on customer action helps to understand how we can be both consistent and effective with how we communicate to the customer 1 Message Testing & Frequency Rules Primary Message Click Visit creates remarketing list Site/App Visit Converts Segment Behavior Informs 2 Remarket w/ 2 nd Activation Message Search 3 Sequencing continues via Message Grid 3 Sequencing continues via Message Grid No Action Continue standard message Unfinished Action 4 Remarket w/ segment specific best offer online 2 Remarket w/ 2 nd Acquisition Message Onboarding stream Direct Mail Offer by Segment 22 Messaging Decision Tree (simplified)

23 Creative. Connected. BEGINS WITH INSIGHT INTO THE CUSTOMER FOCUSES ON PREFERENCES AND UNDERLYING MOTIVATIONS FULFILLS THE BRAND AT EVERY CUSTOMER ENCOUNTER MICRO-PERSONALIZED FOR THE INDIVIDUAL

24 Experience Delivery Framework CCRM PROGRAM DEVELOPMENT Acquisition Retention Loyalty What behavior we want to drive EXPERIENCE DESIGN Interactions Offers Messages Creative PROGRAM EXECUTION & MANAGEMENT Media Channel Targeting How customers will experience the value proposition How & what we need to execute 24

25 Channel/Media Execution This process defines the overall steps required to execute the channel and media plan PROCESS: 1 Channel/Media Execution 1 Channel/Media Execution: Buying the paid media inventory and deploying campaigns. Development of channel assets 4 Program Management Optimization 3 Analytics & Reporting 2 Targeting & Personalization Engine Targeting and Personalization Engine: The implementation of advanced targeting and personalization across the different media/channel tactics Optimization: Weekly, monthly, and quarterly analyses review programs and tactics to define opportunity for future improvement Analytics and Reporting: Ongoing management and optimization of agreed-upon needs 25

26 Program Plan ADDRESSABLE MEDIA CHANNELS Targeting Personalization Campaign Management Optimization Development Personalization Analytics/ Optimization 26

27 Addressable Media Social Search Mobile Direct Mail Display TACTICS Facebook Media Sponsored Tweets List Selection Paid Search SEO Mobile Search SMS Push Notification List Selection RTB Media Sponsorships TARGETING Audience Match Segmentation Value Based Bidding Next Best Offer Response/Conv ersion Retargeting Look-a-like Modeling PERSONALIZATION CAMPAIGNING Facebook Exact Target Extonet Waterfall Unica MediaMath ANALYTICS/OPTIMIZATION 27

28 Channel Execution Site POS Search Mobile TACTICS Website/Microsite/ Landing Page Facebook App/ Pages Sales Training POS Experience Call Center Scripts Mobile Apps Mobile Sites/ Responsive Design Preference Center Mobile Landing Page/ Microsites PERSONALIZATION ANALYTICS/OPTIMIZATION 28

29 Summary 1. Figure out what your data driven experiences are going to be before you build 2. Create programs that integrate media and channel to drive these experiences 3. Start with segmentation based experiences but get to the individual level experience 4. Remember, this is about designing, building and running customer experiences have to be strong at all three. 29

30 EXPERIENCE DELIVERY SESSIONS 10:55am 11:25am Build Responsive Design without Rebuilding Your Website (Live Oak) Patrick Collins, President, 5th Finger, a Merkle Company 10:55am 11:25am Moving Beyond Like & Share Hearst s NEW Social Experience for Readers (Cypress) Brian Madden, Executive Director, Social Media, Hearst Digital Ross Geisel, Director, Social Media, Hearst Digital Matt Sunbulli, VP, Social Media, Social Amp, a Merkle Company 10:55am 11:25am Ahead of Social Engagement: Facebook Techniques for Direct-Targeting (Dogwood) Bryan Schroeder, Product and Marketing Director, Data and Targeting, Facebook Megan Pagliuca, VP & GM, Digital Media, Merkle 10:55am 11:25am Online to Offline Experience Integration (Jenkins) Pete Constant, Head of 1-1 Marketing, RBS Citizens Joe Meehan, VP, Display Media Group, Merkle 30