Greater than 50% of customer experiences happen during a multi-event, multi-channel journey. And while customers don't think of these experiences as separate campaigns created by separate departments, many of our marketing teams still think in silos. In this session, we walked you through our framework to help you identify a cross channel vision, focus, and prioritize on the most impactful opportunities, and ultimately map your customer journey through our software.
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14. Trend #3: Fragmentation
AUGUST 2011
~100 COMPANIES
SEPTEMBER 2012
~350 COMPANIES
JANUARY 2014
~950 COMPANIES
MARKETINGTECHNOLOGIES
15. Trends vs. Mktg. Effectiveness & Customer Experience
MARKETING EFFECTIVENESSLOW HIGH
CUSTOMER
EXPERIENCE
BROKEN
SEAMLESS
16. Trends vs. Mktg. Effectiveness & Customer Experience
MARKETING EFFECTIVENESSLOW HIGH
CUSTOMER
EXPERIENCE
BROKEN
SEAMLESS
17. Trends vs. Mktg. Effectiveness & Customer Experience
MARKETING EFFECTIVENESSLOW HIGH
CUSTOMER
EXPERIENCE
BROKEN
SEAMLESS
18. Trends vs. Mktg. Effectiveness & Customer Experience
MARKETING EFFECTIVENESSLOW HIGH
CUSTOMER
EXPERIENCE
BROKEN
SEAMLESS
19. A Digital Transformation
Is your organization
undergoing a formal digital
transformation effort in
2014?
(e.g., re-alignment of, or new investment in,
technology & business models to more
effectively engage digital consumers at every
touchpoint in the customer experience lifecycle)
Source: Altimeter Group Digital Transformation Survey, 2014
20. It’s all about the journey
Of customer interactions
happen during a multi-
event, multi-channel
journey.
Source: McKinsey Research: Customer Journey Transformation, September 2013
>50%
21. Significant Business impact
Journey-led transformations
deliver impact across many
key business metrics.
More revenue, happier
customers, at a lower cost.
Source: McKinsey Research: Customer Journey Transformation, September 2013
Improve Customer Satisfaction
20%
Fuel Revenue Growth
10-
15%
Lower Cost to Serve
15-
20%
Engage Employees
20-
30%
22. But requires new ways of working
“Digital is faster.
It has a more complexity.
It’s more like agile
software development.”
Source: McKinsey & Company: Mastering Digital Marketing, June 2014
>50%
Getting access to customer data
Working across organizational silos
Adopting a “test & learn” mindset
23. Base: 211 cross-channel marketing professionals at companies with $100-million or more in annual revenue
Source: A commissioned study conducted by Forrester Consulting on behalf of ExactTarget
25%
24%
17%
35%
38%
40%
13%
28%
25%
33%
18%
29%
46%
13%
29%
33%
46%
4%
13%
33%
38%
13%
10%
10%
20%
20%
30%
30%
40%
50%
60%
Controlling marketing project budgets that are dependent on
Lack of knowledge of how to move beyond a single channel
Responding to customers in real-time
Managing campaign execution across multiple marketing
Proving results to the executive team to garner support and
Staffing marketing programs sufficiently
Automating repetitive marketing processes
Maintaining customer data quality across campaigns and/or
Coordination with internal groups or external agencies
Understanding customer interactions across channels
Organizing to allow for cooperation
“What are the top three greatest challenges you experience with your current cross
channel marketing programs?”
[Responses included in top three challenges]
Level 4
Level 1
All
respondents
33. Business Goals
Top 2-3 business objectives
that are at the center of your
customer relationships.!
Definitions
Aligning company goals with customer experience
Company Centric
34. Moments (MTM)
Top 2-3 business objectives
that are at the center of your
customer relationships.!
What significant milestones
your customers are
planning for or
experiencing right now?!
Definitions
Aligning company goals with customer experience
Company Centric Customer Centric
Business Goals
35. Moments (MTM) Behaviors
Top 2-3 business objectives
that are at the center of your
customer relationships.!
What significant milestones
your customers are
planning for or
experiencing right now?!
What your customers are
doing during key moments
in their lives.!
Definitions
Aligning company goals with customer experience
Company Centric Customer Centric
Business Goals
36. Business Goals Moments (MTM) Behaviors Connections
Top 2-3 business objectives
that are at the center of your
customer relationships.!
What significant milestones
your customers are
planning for or
experiencing right now?!
What your customers are
doing during key moments
in their lives.!
Ways consumers have
opportunity to or prefer to
interact with your brand or
product: at home, online or
out of home. !
!
Opportunities where your
brand may influence
consumer behavior. !
Definitions
Aligning company goals with customer experience
Company Centric Customer Centric
37. Why “Map It”?
• Enables visualization of each interaction
across the lifecycle
• Context of other interactions
• Captures cause and effect
• Allows for broad input from stakeholders
• Creates a valuable corporate asset –
the complete customer experience
documented all in one place.
• Identify GOALS
45. Do you know who
your Consumers
are?
Do you know where they
are in their journey?
Are you driving an
engagement strategy to move
them along that journey?
Are you able to measure
the impact on your
business goals?
For every journey, ask yourself:
46. Data Sources and Integration
Process
Painpoints
Don’t forget technology & operations
48. Lifecycle
Stages
Awareness Acquire On-board Engage Retain
Identify and engage
with potential
consumers by
showcasing
brand
value
at
the
right
moment.
Goals
Example Customer Experience & Goals
49. Lifecycle
Stages
Awareness Acquire On-board Engage Retain
Identify and engage
with potential
consumers by
showcasing
brand
value
at
the
right
moment.
Invite potential
customers to connect
and convert across
multiple channels.
Goals
Example Customer Experience & Goals
50. Lifecycle
Stages
Awareness Acquire On-board Engage Retain
Identify and engage
with potential
consumers by
showcasing
brand
value
at
the
right
moment.
Invite potential
customers to connect
and convert across
multiple channels.
Make a good first
impression, establish
the relationship,
train consumer
behavior, learn about
them. Let them learn
about you.
Goals
Example Customer Experience & Goals
51. Lifecycle
Stages
Awareness Acquire On-board Engage Retain
Identify and engage
with potential
consumers by
showcasing
brand
value
at
the
right
moment.
Invite potential
customers to connect
and convert across
multiple channels.
Make a good first
impression, establish
the relationship,
train consumer
behavior, learn about
them. Let them learn
about you.
Provide value that
turns consumers into
loyalists and brand
enthusiasts. Be
relevant. Be timely.
Goals
Example Customer Experience & Goals
52. Lifecycle
Stages
Awareness Acquire On-board Engage Retain
Identify and engage
with potential
consumers by
showcasing
brand
value
Invite potential
customers to connect
and convert across
multiple channels.
Make a good first
impression, establish
the relationship,
train consumer
behavior, learn about
them. Let them learn
about you.
Provide value that
turns consumers into
loyalists and brand
enthusiasts. Be
relevant. Be timely.
Give unengaged
customers and former
customers new
reasons to engage.
Goals
Example Customer Experience & Goals
53. Experience
Lifecycle
Stages
Advertising
Partners, Groups, Corp.
Website
Paid Media
Facebook Ads & Content
Events & Sponsorships
Referrals
Search
Communities
Call Center
Social Sites & Blogs
Social Listening
Welcome Direct Mail
New Member Orientation:
-educate & inform value
-progressive profiling
-influence online behavior
-deepen engagement thru
other channels
Newsletters
Brand/PR Communication
Post Visit: Confirmations,
Receipts, Surveys
Pre Visit: Scheduling,
Reminders, Information
Retargeting
Former Member Win-back
Testing & Optimization
IDENTITY MANAGEMENT: Preference center with guided entry points to manage personalized communication
xCHANNEL MESSAGING & NOTIFICATONS: Balance of standardized lifecycle automations with capability to easily target ad-hoc alerts
PERSONALIZATON & PREDCITIVE INTELLIGENCE: Smart content, real time recommendations based on prefs & behavior
Foundations
Direct Mail
Online Portal
Claims & Customer Serv.
Pro-Active Re-engage Drip for
Low Engaged Members
Renewal Countdown
Example Customer Journey
Website Opt-in
Day of Visit: Alerts, Member
Experience
Expired Policy Trigger
Print
Awareness Acquire On-board Retain
SMS Text to Join at Events
Engage
55. Journey Builder is a customer
journey management platform
that enables companies to plan,
personalize and optimize every
interaction across the entire
customer journey.
56. Journey Builder Overview
Maps
Chart & manage a
customer’s entire journey
Interactions
Leverage x-channel touches
to drive business goals
Analytics
Track & optimize goal
performance over time
PLAN PERSONALIZE OPTIMIZE
63. Unknown customers: (acquire)
• How well do you use each channel to grow your digital database?
Known customers: (lifecycle)
• How well do you leverage customer data to deliver 1:1 messaging in each stage of your
lifecycle?
1
We could do better
0 2 N/A
We are doing this well This doesn’t really applyWe do not do this well
66. Experience Digital Marketing Like Never Before
Join the journey at Connections 2014—transforming customer
interactions into exceptional brand experiences for your business
For one incredible week, the world’s best marketers come together to:
Explore emerging
connected
technologies
Hear from the
brightest innovators
and biggest brands
Experience
world-class education
and entertainment
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