Thanks to the broad proliferation of digital channels such as email, text, chat, display ads, paid search ads, social media, ecommerce and website interactions, your customer's buying process has grown to be highly complex. Before making a purchase decision, a prospective customer will engage numerous times with your brand and your people through many different channels - sometimes over many days, weeks, and months. And, after the decision is made, the fun really begins. Empowered with digital media channels of their own, customers can become your greatest advocates or your worst nightmare. So, how are you responding?

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OBLITERATE
YOUR
CUSTOMER
PROCESSES
The
Impact
of
Digital
on
Customer
Processes
Dave
SuLon
President
and
CEO,
TopRight
January
7,
2015
@TOPRIGHTPARTNER
/TOPRIGHT
/IN/MARKETINGSCIENTISTS

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§ UNDERSTAND
–
how
digital
has
obliterated
tradiTonal
customer
processes
§ EXPLORE
–
an
updated
customer
process
model
(the
Customer
“BuyWay”)
§ IDENTIFY
–
ways
to
think
about
improving
your
markeTng,
sales
and
service
processes
leveraging
digital
capabiliTes
§ TAKE
ACTION
–
by
conducTng
a
10-­‐minute
assessment
for
your
organizaTon
GOALS
FOR
TODAY

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Used
your
mobile
phone
app
(Google,
Urbanspoon,
etc.)
to
find
a
restaurant?
Tried
a
business
because
of
a
friend’s
post
on
Facebook?
Avoided
a
business
because
of
their
negaTve
reviews
on
Yelp?
“Liked”
a
favorite
business
on
Facebook?
Bought
daily
deal
vouches
at
Groupon
for
yourself
or
a
friend?
“Checked-­‐in”
at
a
business
on
Foursquare
to
get
a
special
offer?
Researched
service
businesses
online
at
Angie’s
List
before
picking
one?
Reacted
to
banner
ads
that
remind
you
about
something
to
buy?
WriLen
an
online
review,
tweeted
or
blogged
when
you
have
a
bad
experience?
CUSTOMERS
DO
THESE
THINGS
EVERYDAY
–
ITS
HOW
PEOPLE
BUY
NOW
HOW
RECENTLY
HAVE
YOU…?

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STIMULUS
FIRST
MOMENT
OF
TRUTH
(SHELF)
SECOND
MOMENT
OF
TRUTH
(EXPERIENCE)
TRADITIONAL
MENTAL
MODEL
FOR
CUSTOMER
PROCESSES

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NEW
MENTAL
MODEL
FOR
CUSTOMER
PROCESSES
STIMULUS
FIRST
MOMENT
OF
TRUTH
(POS)
SECOND
MOMENT
OF
TRUTH
(EXPERIENCE)
ZERO
MOMENT
OF
TRUTH
(ZMOT)
WHICH
BECOMES
THE
NEXT
PERSON’S
ZMOT
Source:
Google
www.zeromomentoiruth.com
?

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WHAT
CUSTOMERS
DO
BEFORE
BUYING
50%
49%
38%
36%
31%
22%
22%
18%
41%
37%
33%
30%
20%
19%
Searched
online,
used
search
engine
Talked
with
friends/family
about
the
product
Comparison
shopped
products
online
Sought
informacon
from
a
product
brand/manufacturer
website
Read
product
reviews
or
endorsements
online
Sought
informacon
from
a
retailer/store-­‐website
Read
comments
following
an
arccle/opinion
piece
online
Became
a
friend/follower/”liked”
a
brand
Looked
at
the
product
package
in
the
store
Read
a
brochure/pamphlet
about
the
product
in
the
store
Talked
with
a
sales
person
or
associate
in
the
store
Looked
at
signage/display
about
the
product
in
the
store
Tried
a
sample/experienced
the
product
in
a
store
Talked
with
a
customer
service
representacve
on
the
phone
ZMOT
1st
MOT
TODAY,
YOU
ARE
NOT
BEHIND
YOUR
COMPETITION.
YOU
ARE
NOT
BEHIND
THE
TECHNOLOGY.
YOU
ARE
BEHIND
YOUR
CUSTOMER.
Source:
Google
www.zeromomentoiruth.com

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UNDERSTANDING
YOUR
CUSTOMER
KEY
QUESTIONS
TO
ASK
YOURSELF
How
do
customers
iniTally
discover
me
and
conTnue
to
see/hear
about
my
brand?
How
do
customers
research,
evaluate
and
prefer
my
brand
vs.
compeTtors?
How
do
customers
become
loyal
advocates
and
share
their
brand
experience
with
others?
How
do
customers
decide
to
buy
from
me
and
contact
me?
Successful
businesses
use
strategies
and
tacTcs
to
target
customers
at
all
stages
of
the
buying
funnel
for
maximum
awareness,
leads,
referrals
and
repeat
purchases.
REVIEW,
REFER
&
REPEAT
AWARENESS
CONSIDERATION
PURCHASE

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CUSTOMER
ENGAGEMENT
IN
THE
MID
20th
CENTURY

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SAW
TRADITIONAL
OFFLINE
ADS
SPREAD
WORD
OF
MOUTH
CHECKED
PRINT
DIRECTORIES
ASKED
FRIENDS
?
I
love
it
AWARENESS
CONSIDERATION
PURCHASE
REVIEW,
REFER
&
REPEAT
TRADITIONAL
CUSTOMER
PROCESSES

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CORNER
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MARKET
CUSTOMER
ENGAGEMENT
IN
THE
LATE
20th
CENTURY

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“AUTOMATED”
CUSTOMER
PROCESSES
AWARENESS
CONSIDERATION
PURCHASE
OFFLINE
ONLINE
?
I
love
it
SAW
TRADITIONAL
OFFLINE
ADS
SPREAD
WORD
OF
MOUTH
CHECKED
PRINT
DIRECTORIES
ASKED
FRIENDS
SAW
BANNER
ADS
SEND
EMAIL/WORD-­‐OF-­‐MOUTH
SEARCHED
THE
WEB
CHECKED
REVIEWS
REVIEW,
REFER
&
REPEAT

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CUSTOMER
ENGAGEMENT
TODAY

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AWARENESS
CONSIDERATION
PURCHASE
Customers
are
influenced
by
many
forms
of
media
and
different
actors
at
each
stage
of
their
process
AWARENESS
CONSIDERATION
PURCHASE
TOP
DOWN
VIEW
OF
FUNNEL
REVIEW,
REFER
&
REPEAT
REVIEW
“OBLITERATED”
CUSTOMER
PROCESSES

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THE
TRANSFORMED
CUSTOMER
PROCESS:
A
SPIRAL
AWARE
PURCHASE
REFER
&
REPEAT
CONSIDER

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HAPPY,
ENGAGED
AND
PROFITABLE
CUSTOMERS
DO
NOT
APPEAR
BY
ACCIDENT.
THEY
ARE
CULTIVATED
THROUGH
A
SERIES
OF
INTENTIONAL
MARKETING,
SALES
AND
SERVICE
PROCESSES.
INTEGRATING
CUSTOMERS
INTO
YOUR
BUSINESS
PROCESSES

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"RATHER
THAN
TREATING
PEOPLE
AS
PASSIVE
CUSTOMERS
WHOSE
NEEDS
CAN
BE
ANTICIPATED
AND
SHAPED
BY
CENTRALIZED
DECISION
MAKERS,
PULL
MODELS
TREAT
PEOPLE
AS
NETWORKED
CREATORS
EVEN
WHEN
THEY
ACTUALLY
ARE
CUSTOMERS
PURCHASING
GOODS
AND
SERVICES."
-­‐
JOHN
SEELY
BROWN
(2010)
16

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CUSTOMERS
INTEGRATED
INTO
YOUR
BUSINESS
PROCESSES
BEFORE
AFTER
SUPPLIER
SUPPLIER
CUSTOMERS
CUSTOMERS
PUSH
PULL
MARKETING
SALES
SERVICE
P E R I O D I C
&
T I M E
B O X E D
F I X E D
&
S T A N D A L O N E
O N E
T O
M A N Y
B R A N D
M O N O L O G U E
P E R S U A S I O N
P L A N N E D
&
P R O M O T I O N A L
A N O N Y M O U S
P U S H
C O N T I N U O U S
&
R E A L
T I M E
A D A P T I V E
&
I N T E G R A T E D
M A N Y
T O
M A N Y
C U S T O M E R
D I A L O G U E
A U T H E N T I C I T Y
A D -­‐ H O C
&
C O L L A B O R A T I V E
K N O W N
P U L L

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customer
INVESTMENT
LOW
COST
HIGH
COST
NEED
WANT
CUSTOMER
MINDSET
STAPLE
NECESSITY
LUXURY
SPLURGE
To
Execute
Your
Strategy
with
Success
You
Need
to
Know
the
Path
Your
Customers
Take
UNDERSTANDING
YOUR
CUSTOMER’S
“BUYWAY”

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DAY
1
DAY
3
REVIEW
&
REFER
BUY
CONSIDER
AWARE
DAY
1O
DAY
11
DAY
15
DAY
16
DAY
17
DAY
18
DAY
24
Decides
to
buy
new
car
3
clear
frontrunner
vehicles
in
her
mind
Previous
influence
by
TV,
radio
&
print
Researches
3
favorite
cars:
safety,
price,
fuel
econ
Visits
car
reviews
sites:
Edmunds,
Kelly
Blue
Book
Time
passes
(Busy
at
work)
While
surfing
clicks
banner
ad
for
dealer
Visits
dealer
website
to
review
inventory
Researches
other
favorites,
visits
dealers
sites
for
pricing/
inventory
Time
passes
(Busy
at
work)
While
surfing
sees
ad
for
1
of
the
3
dealerships
(retargeTng
display
ad)
Ready
to
visit
in
person
searches
maps
for
dealerships
Checks
online
reviews
on
Google
Place
pages
Aier
a
long
day,
negoTates
&
buys
Aier
purchase,
she
“likes”
them
on
Facebook
for
maintenance
offers
Writes
reviews
on
Google
Tweets
about
door
ding
&
dealership
replies
“Come
in
for
a
free
touchup!”
FAIRLY
COMPLEX
CUSTOMER
BUYWAY:
CAR
PURCHASE

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• Predictable
purchase
behavior
driven
by
mass
markeTng
• Best
explained
by
a
linear
progression
down
the
buying
funnel
SUMMARY
AWARENESS
CONSIDERATION
PURCHASE
REVIEW,
REFER
&
REPEAT
• Customers
became
aware
of
business
via
“mass
markeTng”
on
relaTvely
few
offline
channels
(local
TV,
radio,
newspapers,
magazines,
direct
mail)
• Customers
personally
asked
a
few
colleagues,
friends
and
family
for
recommendaTons
• Customers
used
local
print
directories
like
Yellow
Pages
• Customers
told
a
few
close
friends
about
their
like/dislike
of
a
business
(tradiTonal
word-­‐of-­‐mouth)
• Customers
loyalty
influenced
by
direct
mail
• Complex
purchase
behavior
influenced
by
ads,
user
content
and
social
media
• Best
explained
by
a
spiral
zigzag
around
the
buying
funnel
• Customers
bombarded
with
ad
messages
across
thousands
of
offline
and
online
channels
PLUS
customer
generated
content
on
social
networks,
review
sites,
blogs,
videos
sites,
etc.
• Customers
instantly
get
input
from
hundreds
of
people
on
social
networks
• customers
research
mulTple
businesses
on
their
websites,
blogs
and
review
sites
• customers
influenced
by
target
ads
• Customers
use
search
engines,
review
sites
and
daily
deal
sites
(on
both
web
and
mobile
devices)
• Customers
use
web/mobile
to
immediately
comment
review,
rate
and
rant
about
their
experience,
influencing
friends
and
many
others
via
social
and
review
sites
• Customers
loyalty
and
repeat
buying
influenced
by
engagement
on
social
sites
PAST
PRESENT
RECAP
ON
CUSTOMER
PROCESS
TRANSFORMATION

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CUSTOMER
ENGAGEMENT
IN
THE
IMMEDIATE
FUTURE
A
MERGING
OF
ALL
THE
MOMENTS
OF
TRUTH
• MOBILE
–
is
the
accelerant
• IMAGES
AND
VIDEO
–
enhance
the
experience
• PROXIMITY
BEACONS
–
close
the
gap
between
digital
and
physical
• REWARDS-­‐
drive
loyalty
and
advocacy

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SO
WHAT’S
NEXT
FOR
YOU?
• REDESIGN
–
your
processes
to
reach,
engage
and
collaborate
with
your
target
customers
through
the
right
channels
at
the
moments
of
truth
along
their
BuyWay
• EXECUTE
–
your
Customer
BuyWay
strategy
i.e.
– Targeted
(and
retargeted)
adverTsing
– Content
markeTng
– Social
media
markeTng
– Campaign
management
– Sales
conversion
tools
– ReputaTon
management
– Advocacy
programs
SHOWING
UP
IS
80%
OF
LIFE
• ASSESS
–
your
digital
markeTng
capabiliTes
to
reveal
opportuniTes
• MAP
–
the
Customer
BuyWay
for
your
products
and
services

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Digital Marketing Opportunity Assessment
Completed For YOUR COMPANY- January 7, 2015
Overall Integrated Marketing Strategy Assessment Score
è Your marketing aims to be customer centric and responsive to member needs.
è Your marketing is aligned to business goals.
è You have occasional discipline on writing plans for the marketing team, and each channel.
è Your integration between channels is weak in several key areas -although clearly the teams are collaborative.
è For your size of company and industry, our benchmarks show you to be placed in the midway area of our Opportunity Grid.
è Your primary areas of opportunity are:
1. Adopting an analytics-driven approach to content and outbound campaigns would improve segmentations and relevancy, and
boost conversions.
2. While many digital channels are optimized themselves, there is limited integration, which may be frustrating or annoying to
customers - and leaving money on the table.
3. Social and search may be a key area of optimization by adopting a "learn and test" methodology based on engagement metrics
in both channels.
65
Integrated Marketing - Areas of Opportunity Score Content Marketing - Areas of Opportunity Score
è Most marketers also do not have a formal plan for integration. This is an
opportunity for investment, probably in small steps.
è Any investment in this area will require human and process investments.
è By incompletely gathering and integrating data, you are not able to fully
understand your customer journey around various channels. This could have an
impact on revenue, AOS, loyalty and engagement.
è You are not capturing or data in real time, and may be losing sales
opportunities through customization.
43
è Content marketing is a core area of marketing for you. You have consistently
high benchmarks in this area.
è Your content is bold, on brand and engaging. Sharing metrics and acquisition
strategies must be optimized to align with content marketing.
84
Digital Analytics - Areas of Opportunity Score Digital Advertising - Areas of Opportunity Score
è A digital analytics plan is an imperative, and without it, your ability is limited for
identifying and optimizing successful strategies.
è Many B2C marketers of your size have limited analytics staff, however this can
be outsourced for early learnings.
è Your analytics presence is so limited, that a quick start program is advised.
Start with a fractional attribution model. Then focus on an area (or channel) of mid-
strength to demonstrate the value and improve the case for investment.
32
è Digital advertising is a core area of marketing for you. You have consistently
high benchmarks in this area.
è Digital display could be a great source of analytics on customer and prospect
conversation, language and behavior, which may provide new insights for content
and outbound.
è Your use of programmatic solutions could be an accelerator for your branding
reach and acquisition. Further analysis of success metrics is needed to fully assess
the opportunity.
78
Email Marketing - Areas of Opportunity Score Social Marketing - Areas of Opportunity Score
è You are so reliant on this channel, and the use of a formal plan and KPIs is an
imperative for continued success.
è Personalization of message and cadence is a vital part of your brand, an
important to continue.
è As purchase or participation compels the permission grant, a welcome series
and personalized recommendations would improve subscriber value.
è You are following most good practices for sender reputation, but may have
opportunity in this area.
è List growth should be higher, and an area of focus for digital, website,
customer service and social teams.
81
è Social marketing is a core area of marketing and brand position for you. You
have consistently high benchmarks in this area.
è Social success is not limited to popularity ("likes") but must be linked with
actionable content and sales.
è Your use of social could be an opportunity for integration with outbound
messaging and content marketing.
78
Mobile Marketing - Areas of Opportunity Score Search Marketing - Areas of Opportunity Score
è Mobile is the common denominator for all digital experience, and having a
defined mobile plan that is synched to all other channels is essential.
è Your outbound campaigns are somewhat optimized for mobile. Investment
here will be determined by data on mobile use by key audiences.
è Overall, mobile customization is underutilized. Given your business model,
mobile experiences may not be a current area of focus, but will become
increasingly important in future.
40
è Like digital advertising, programmatic SEO and SEM are core areas of
marketing for you. You have consistently high benchmarks in this area.
è Search data could be a great source of analytics on customer and prospect
conversation, language and behavior, which may provide new insights for content
and outbound.
è While much of SEO is commoditized, there are newer services that provide
richer insights, predictive models and automated optimization. These may be worth
exploration.
81
Benchmark Score: B2C Companies Your Rank Benchmark Score: Digital Team Size Your Rank
Of all the B2C companies who have completed the TopRight Assessment, the
average overall score is: 74 87% Of all the companies with a digital team size of 6-12 who have completed the
TopRight Assessment, the average overall score is: 82 79%
• Benchmark
your
digital
markeTng
capabiliTes
• IdenTfy
opportunity
&
vulnerability
• Calculate
your
integrated
markeTng
potenTal
• Get
great
ideas
for
2015
process
improvements
It
Only
Takes
10
Minutes!
toprightpartners.com/
engagement/tools/)
TAKE
ACTION:
TOPRIGHT
DIGITAL
ASSESSMENT

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Dave
Suoon
President
and
CEO
Office:
678-­‐384-­‐6700
Mobile:
404-­‐229-­‐0234
Email:
dave@toprightpartners.com
TopRight,
LLC
950
E
Paces
Ferry
Road
Atlanta
Plaza,
Suite
2195
Atlanta,
GA
30326
@TOPRIGHTPARTNER
/TOPRIGHT
/IN/MARKETINGSCIENTISTS
CONTACT
ME

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