3 Step Approach to Improving Customer Experience and Driving Engagement

Transcription

1 3 Step Approach to Improving Customer Experience and Driving Engagement 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.

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3 Empowered Consumers 3

4 Empowered Consumers Rise of social & mobile 4

5 Need to integrate multichannel data Empowered Consumers Rise of social & mobile 5

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7 Marketers focus remains the same wooing customers...& the fundamentals are the same targeting customers with relevant content is critical to achieving ROI clean, accurate data yields better results identity resolution is essential delivering the right message to the right person at the right time is key 7

8 Takeaway s...what was promised for today Conduct benchmarking to determine your company s level of engagement maturity Adopt a 4 stage customer engagement framework to understand your customer s journey Industry / client examples Improve capabilities and drive quantifiable business results with a diagnostic methodology 8

9 Adopt a 4 stage customer engagement framework to understand your customer s journey 9

10 Customer Engagement Framework basis for understanding the customer s journey STORE DIRECT MAIL TV SYNDICATED MODELING CAMPAIGN DESIGN CALL CENTER WEBSITES INTEGRATED PROFILES BEHAVIORAL ANALYSIS CONSUMER INSIGHTS TARGETING OPTIMIZED OFFERS SEARCH SOCIAL MEDIA 10

11 Customer Engagement Framework basis for understanding the customer s journey Practical Approach Process repeated multiple times across channels & lifecycle Framework helps more effectively acquire top prospects & retain best customers Emergence of content marketing will lead to more campaigns aimed at moving customer to next lifestyle stage. Common two step approach: Build awareness & educate, then differentiate & sell. 11

12 Customer Engagement Framework basis for understanding the customer s journey Useful Tip Top 10 for achieving cross channel optimized marketing 1) Build a comprehensive, unified view of prospects & customers 2) Link behaviors and attributes across all channels & data sources 3) Identify and address specific customer segments 4) Personalize messages & interactions 5) Engage in a consistent voice across traditional, digital, social, & mobile channels 6) Respect preferences through registrations & opt ins 7) Secure personal, sensitive, & confidential data 8) Center the marketing process around customers not around channels or campaigns 9) Strengthen relationships by optimizing the experience to customer life stage 10) Correctly attribute sales to marketing investments 12

13 Conduct benchmarking to determine your company s level of engagement maturity 13

14 Marketing Sophistication Curve TM how well are you engaging your customers BENCHMARK CHANNEL OPTIMIZATION MULTI CHANNEL MARKETING recognizing channel preference CROSS CHANNEL OPTIMIZATION triggered and drip campaigns CHANNEL EXECUTION scoring, modeling, and advanced segmentation response attribution revenue / outcome causation single channel, fire and forget faster cycle times enabled across multiple platforms personalized interaction file based list processing Persisting results over time voice of customer per channel consolidated view of customer 14

15 Marketing Sophistication Curve TM how well are you engaging your customers Requires an integrated approach across... the customer journey company silos disparate systems Must make a sharp distinction... Multi channel: present & active in multiple channels Cross channel: consistent & coordinated across channels Practical Approach Holistic Point of View 15

16 Marketing Sophistication Curve TM how well are you engaging your customers Useful Tip Identify obstacles to deeper customer insights Fragmentation classic silo problem. Speaking through independent channels (e.g., , print, display, mail, etc.), transacting through others (e.g., POS, website, call center, etc.) & being unable to pull it all together. Hygiene data is often partial, duplicated, incorrect, or outdated. Maintaining actionability requires regular care & feeding. Scale impact of digital ubiquity just beginning to be felt. Exponential explosion in available data means what had been difficult problems to solve for in the past are crippling to many current state marketing technologies. 16

17 Marketing Sophistication Curve TM how well are you engaging your customers Useful Tip Identify obstacles to deeper customer insights PII customer s sensitive, private or confidential data must be safe guarded against fraudulent use. It also must be used in appropriate & permissible ways. Traditional marketing tools, like the Year 2000 issue, were not designed with PII in mind. Speed hindsight is always 20/20. Tackling the above four issues in a time frame relevant to decision making is another large challenge. Today, insight must often be applicable to addressing questions in page load type times. 17

18 Improve capabilities and drive quantifiable business results with a diagnostic methodology 18

19 Marketing Technology Ecosystem...improve capabilities & drive quantifiable business results 19

20 Marketing Technology Ecosystem...improve capabilities & drive quantifiable business results 20

21 Marketing Technology Ecosystem...improve capabilities & drive quantifiable business results Practical Approach Apply a diagnostic methodology Customer Database Data Capture Data Integration Analytics Programs, Performance & Measurement Campaign Management Personalization / Recommendation & Relevance 21

22 Marketing Technology Ecosystem...improve capabilities & drive quantifiable business results Useful Tip Follow & map customer interactions across channels 22

23 Industry / Client Example Customer Engagement Framework Not just another menswear retailer. Rich 106 year heritage of quality & workmanship, an extensive selection of beautifully made, classically styled tailored & casual clothing at attractive prices. An expert staff of sales professionals who prize service & customer satisfaction above all, providing customers with a reason to return time after time. Marketing Sophistication Curve Marketing Technology Ecosystem 23

24 Industry / Client Example Customer Engagement Framework 500+ retail stores in 42 states & DC Nationwide catalog 9.6MM mailed in 2010 Internet operations ( Marketing Sophistication Curve Marketing Technology Ecosystem 24

25 Industry / Client Example Customer Engagement Framework Listen Consumers have 3 primary desires from brand: To be informed Flexibility & ease of purchase Great service Marketing Sophistication Curve Marketing Technology Ecosystem 25

26 Industry / Client Example Customer Engagement Framework Data Key business & financial dimensions Deep customer insights / understanding Marketing Sophistication Curve Marketing Technology Ecosystem Customer Intelligence Platform 26

27 Industry / Client Example Customer Engagement Framework Integration Hygiene Validation Suppression Linkage Aggregations List processing optimization Multi channel identity resolution Marketing Sophistication Curve Marketing Technology Ecosystem Estimated annual campaign benefit = $1MM+ Customer Intelligence Platform 27

28 Industry / Client Example Customer Engagement Framework Intelligence: Analyze Leverage multi channel segmentation approach Marketing Sophistication Curve Marketing Technology Ecosystem Customer Intelligence Platform 28

29 Industry / Client Example Customer Engagement Framework Intelligence: Analyze Mail smarter & leaner: RFM > Predictive Modeling Marketing Sophistication Curve Marketing Technology Ecosystem Customer Intelligence Platform 29

30 Industry / Client Example Customer Engagement Framework Intelligence: Plan (multi channel segmentation) Marketing Sophistication Curve Marketing Technology Ecosystem Customer Intelligence Platform 30

31 Industry / Client Example Customer Engagement Framework Intelligence: Plan (RFM > Predictive Modeling) Marketing Sophistication Curve Marketing Technology Ecosystem Customer Intelligence Platform 31

32 Industry / Client Example Customer Engagement Framework Interaction: Speak framework & personas can: Inform messaging & creative content Improve direct mail targeting & messaging based on consumer behaviours Support product offers based on customer needs Customize merchandise selection by dominant segments / regions Determine appropriate distribution of marketing spend across segments based on profitability Better align product & service with customer needs Marketing Sophistication Curve Marketing Technology Ecosystem Customer Intelligence Platform 32

33 Industry / Client Example Customer Engagement Framework Marketing Sophistication Curve Marketing Strategies Marketing Technology Ecosystem Customer Intelligence Platform 33

34 Takeaway s...what was promised for today Conduct benchmarking to determine your company s level of engagement maturity Adopt a 4 stage customer engagement framework to understand your customer s journey Industry / client examples Improve capabilities and drive quantifiable business results with a diagnostic methodology 34

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36 Dave Duszynski Director, Sales Support & Client Relations 955 American Lane Schaumburg, IL