how to use data and experience Marketing to create lifetime customers ron person christopher nash

Transcription

1 connect how to use data and experience Marketing to create lifetime customers lars birkholm petersen ron person christopher nash WlLEY

2 CONTENTS Foreword Brian Solls Introduction ix xiii Chapter 1 The Customer Is in Control 1 Welcome to the Era of the Connected Customer 2 The Future 3 Trust as the New Currency 3 How Relevant Are You to Your Customers? 7 Data Is the Glue 8 The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer 8 Chapter 2 The New Marketing Mandate 9 Key Initiatives 9 Don't Boil the Ocean 14 Agile Approach for Marketing 14 Investing Where It's Needed 15 Breaking through the Biggest Barriers to Marketing Success 16 Chapter 3 Measuring Customer Experience Maturity 18 Tb Be Successfal Takes People, Process, and Technology 19 Customer Experience Maturity Model 19 Three Phases in the Customer Experience Maturity Model 20 Stages in the Customer Experience Maturity Model 23 Mapping to Capabilities 30 Crawl, Walk, Run, Fly! 30 Next Steps: How Mature Is Your Organization? 32

3 iv Chapter 4 Chapter 5 CONTENTS How Does Your Organization Compare? The Time for Change Is Now Biggest Barrier to Marketing Maturity How Do You Compare to Your Industry? How Do We Measure Success? How Does Your Top-Level Management Compare for Involvement with Digital Strategy? How Do You Compare in Optimizing for Mobile Devices? How Do You Compare in Using Segmented Campaigns? How Do You Compare in Using Testing to Optimize Customer Experience? How Do You Compare in Using Personalization to Be More Relevant? How Do You Compare in Using Behavioral Targeting to Adapt to Visitor Browsing? How Do You Compare to Organizations Using Marketing Automation? How Do You Compare to Those Having a Single View of the Customer across Online and Offline Touch Points? How Do You Compare in Using Predictive Analytics to Steer Content Targeting for Specific Customers? Mapping People, Process, and Technology to the Customer Experience Maturity Model Where Are Organizations Investing? What Must You Do? Making It Happen! What Barriers Are Preventing You from Maturing? Steps to Successfully Improve Marketing Common Barriers to Increasing Maturity and How to Break Through

4 CONTENTS v Chapter 6 Stage 1 Initiate, and Stage 2 Radiate 66 The Initiate and Radiate Stages 66 Case Story: Chester Zoo 69 Marketing Is under Attack on Two Fronts 70 Process for Identifying Critical Content 75 Breaking Barriers 88 Moving to a Higher Level of Marketing 89 Knowing You Have Arrived 89 Chapter 7 Stage 3 Align 91 The Align Stage 91 Case Story: FK Distribution 93 Benefits of Aligning 95 What You Need to Do to Align 97 What You Need to Do to Measure Impact and Alignment 106 What You Need to Do with Experience Analytics 110 Additional Ways to Increase Alignment 118 Breaking Barriers 119 Moving to a Higher Level of Marketing 120 Knowing You Have Arrived 120 Chapter 8 Stage 4 Optimize 122 The Optimize Stage 122 Case Story: QT Mutual Bank 124 Benefits 126 What You Need to Do 127 Breaking Barriers 149 Moving to a Higher Level of Marketing 150 How Do You Know You Are There? 152 Chapter 9 Stage 5 Nurture 153 The Nurture Stage 153 Case Story: QualityCare by LEO Pharma 155 Benefits of Nurturing 157 What You Need to Do to Nurture Customers 160 Breaking Barriers 167

5 vi CONTENTS Moving to a Higher Level 168 How Long Will It Take? 172 How Do You Know You Are There? 173 Chapter 10 Stage 6 Engage 176 The Engage Stage 176 Case Story: AustralianSuper 179 Benefits of Engage: The Single View of the Customer 181 What You Need to Do 183 Creating a Single View of Your Customer 187 Breaking Barriers 191 Moving to the Higher Level of Engage 193 How Do You Know You Are There? 195 Chapter 11 Stage 7 Lifetime Customers 198 The Lifetime Customers Stage 198 Amazon.com, an Example of Stage 7 Maturity 201 Benefits of Lifetime Customers 202 What You Need to Do to Capture Lifetime Customers 204 Breaking Barriers 213 Maintaining Lifetime Customers 214 How Do You Know You Are There? 218 Chapter 12 Growing Your Organization and Roles 220 To Win, You Need the Best Resources 220 Roles You Need on Your Team 220 Emerging Roles 225 Organizational Structure 227 The Innovation Team 228 Chapter 13 Selling to the Board 229 Realizing There Is a Gap 229 Undercover Approach 238 Thejourney Toward Connected Customer Experiences 238

6 CONTENTS vii Appendix 239 About Sitecore 239 About Sitecore Business Optimization Services 239 About the Authors 241 Acknowledgments 243 Connect Websites 246 Index 247