Customer Experience and Mapping Your Digital Journey
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The document discusses mapping your digital journey and adapting to technological changes. It outlines the customer journey through different stages from discovery to advocacy. Key trends like social media, mobility, and big data are transforming the customer experience. To succeed, organizations must understand these trends, develop a digital strategy and channel plan, and view themselves as digital businesses that are adaptable to new technologies and customer needs. The overall message is that mapping the digital customer journey and having a digital transformation strategy are essential for future success.
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Customer Experience and Mapping Your Digital Journey
- 1. The Customer Experience and Mapping Your Digital Journey Mapping your digital journey and learning how to adapt to the new digitally transformed society and mobile world is key to future success 1 Insurance Agents & Brokers serving Pa., Md. and Del. October 27, 2015
- 2. Senior Vice President Aartrijk Rick Morgan Highlight: Being named to Insurance Newscast’s 100 Most Powerful People in the Insurance Industry – North America. Independent Agency Principal Silver Plume Applied Systems Agents Council for Technology 2
- 3. 3
- 4. The Customer Journey Meaningful and shared experiences vs. product and services • Discover • Evaluate • Buy • Experience • Renew or Leave • Advocate 4
- 6. 6 Evaluate Image credit MCR Software
- 7. 7 Buy ç
- 8. 8 Experience
- 9. 9 Renew or Leave Image credit Gainsite
- 11. 11
- 12. 12 Trends
- 13. Trends • Social Culture • Connected Society • Mobile • Diversity • Big Data – BI • Changing Nature of Risk • Privacy - Security 13
- 16. 16
- 17. 17 Mobile
- 18. 18
- 19. 19 Diversity
- 20. 20
- 21. 21 Big Data - BI
- 22. 22
- 23. 23 Changing Nature of Risk
- 26. Become a Digital Business
- 27. Neither do men put new wine into old bottles: else the bottles break, and the wine runneth out, and the bottles perish: but they put new wine into new bottles, and both are preserved. – Matthew 9:17 27
- 28. 28 Do you have a Map?
- 30. Who Are You?
- 31. The Power of You "Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You." –Tom Peters 31
- 33. 33 It’s a Team Effort
- 37. 37 Start
- 39. Summary • The Customer Journey is the Context • Disruptive Technology and Digital Transformation • Learning to Adapt • Digital Marketing and a Channel Strategy 39 Rick Morgan https://www.facebook.com/rickmorganconsulting http://twitter.com/rickjmiv https://www.linkedin.com/rickjmiv
Notes de l'éditeur
- Today starts in the Palm of their hands
- Reviews and evaluations
- The Internet of Me is changing the way people around the world interact through technology, placing the end user at the center of every digital experience. – Accenture This trend is an acknowledgement of the broad influence and impact social and digital is having on all aspects of our society including our business lives. It implies the ongoing transformational change in our culture - it is an expansive strategic trend that has grown out of social web tools and digital technology. It recognizes the need for organizations to not just do social but to become social and digitally transformed businesses. In this new environment, consumers have taken social interaction to a higher level, communicating virtually with much larger groups of people, while at the same time becoming increasingly interconnected and empowered using social media, mobile devices and other digital technologies. Consumers are employing these new tools to become better informed, to make buying decisions and to express their opinions to their followers about the products, businesses and events of interest to them. Businesses are starting to reinvent their business models to fit into the social culture and are transforming themselves into “social businesses” and digital organizations to properly leverage the opportunities presented by the social web, as well as, being able to adapt and respond to the expectations of the connected and empowered. Social business goes to the core of the business value statement and brings human value back into the core business roles, processes and outcomes. Digital transformation refers to the changes associated with the application of digital technology in all aspects of human society.[1] Digital transformation may be thought as the third stage of embracing digital technologies: digital competence→ digital literacy → digital transformation. The latter stage means that digital usages inherently enable new types of innovation and creativity in a particular domain, rather than simply enhance and support the traditional methods. - Wikipedia Here is a very relevant TED talk by Charlene Li about Leadership in the Digital Era: Charlene Li – TED Talk Indicators and Influencers: The Education Economy - Think about what the consumer wants to know vs. what we want to tell them. Simply having an online presence is no longer enough... It is important to provide value through educating, informing and engaging clients and prospects. This can include demonstrating thought leadership and subject matter expertise. Consumers want to be educated, informed, advised but not sold. Education includes informing your “community” in the moment so they can prevent mistakes and make right decisions. Inbound Marketing - It is changing forever how insurance firms communicate with (“sell”) customers and prospects. One-way (push or outbound marketing) communications (e.g., advertising) is becoming a lot less effective with significant groups of people. Digital Marketing/Content Marketing New payment tools/methodologies (Paypal, Square, etc.) On demand services: New ways of conducting business such as eSignature, online applications, access to policy and account information, and claims. Marketing Automation (Infusionsoft, Hubspot) Rich Media - (Voice and Video - podcast, Vine, Snapchat, Instagram video, SlideShare,) On demand services Consumerization of IT expands Gamification, Socialization and Personalization of Training
- Advances in more natural human interfaces, wearable devices, and smart machines are extending intelligent technology to interact as a “team member,” working alongside employees in a Workforce Reimagined – Accenture Connectivity is expanding from consumers to business and even “things” – that is, all aspects of our physical world are being connected. We live in a digitally transformed world. Connected consumers are empowered through changing technology to interact with the social and physical world around them, and thereby to shape how businesses respond. They find, share and communicate information differently than the “traditional” consumer. They live on smart phones and tablets and network with friends and businesses through social and mobile and digital technologies. In short, they make buying decisions differently and broadcast those decisions to their networked community. Reaching and responding to this consumer requires both different strategies and tactics than traditional methods of marketing and communication. Again, it is critical to create relevant connections
- Diversity of Mobile apps creates opportunity and challenges Mobile along with Social and Cloud Computing are what has enabled the cultural transformation and the emergence of the Connected Consumer. Mobile cuts across everything. It will change the products offered (telematics, health checks, travel, etc.); it will affect quotes, account management, and claims; it creates a new infrastructure for communications in disaster situations. It will also change the way the customer interacts with agents and carriers, and how agents and carriers communicate with each other Equal emphasis needs to be on mobile solutions that connect insured’s to both the agency and carrier as well as mobile solutions that connect agents to carriers. Solutions that allow customers to connect, when, where and how they want. Mobile plays a big role in omni-channel communication. Consumer of the future is mobile connected. Technology is evolving quickly. Need to address current needs of customers while at the same time looking toward future needs/technologies. 3 Mobile moments: Loyalty – creates a special experience for current customers Manufactured – creates a connection/relationship with a prospective customer Borrowed – intersects with someone when they are on another site/app. Ex)Facebook marketing Mobility with integrated data is becoming an expectation of consumers. Insurance specific examples are: the ability to scan/take a picture of a VIN which could then compile data on that vehicle for pre-fill during the quote process GPS capability to identify windshield repair shop in area, scan VIN and feed data to the shop to make an appointment, determine price and availability of compatible windshield Data needs to be available anytime, anywhere and anyway that the customer wants Agents need the ability to connect with existing customers, prospects and carrier underwriters via mobile devices. However, it’s important to note that each have different needs that would need to be contemplated within the architecture of the mobile solution Indicators and influencers related to Agent Mobility’: Basic policy data # of days since last transaction Notes Claims status
- Diversity in every sense of the word (age, ethnicity, culture, gender, connected vs. non-connected. Examples would include producers, service reps and owners from 23 to 73 all working together within agencies- and interacting remotely/virtually, as well as, the increasing number of Spanish and Asian-speaking consumers. And, as noted above, there is now a new category of diversity consisting of the connected vs. non-connected consumer. Indicators and influencers related to Demographic/Diversity Transformation (or, Segmentation & Personalization): Mobile workforce – work re-imagined (who, where, how) Work at home employees is a big change in the industry -Virtual Employee Exit of Baby Boomers from workforce, resulting in changes in business ownership, wealth transfer, the loss of expertise and industry knowledge. Solid perpetuation planning remains number-one driver of value of agencies – and their future. The workforce transformation is a big issue. Quotes to be delivered in multiple languages (as selected?) Visual Communications- Being able to reach clients globally and bilingually via Skype/FaceTime Using demographics to determine insurance needs New title: - Segmentation & Personalization (as submitted by Suzanne Witt, Chubb) Offering your clients a personalized customer experience that is tailored to their segmented group, whether that’s determined by language, age, ethnicity, whatever, we as agents/Carriers need to be able to provide for ALL of our customers’ needs instead of making them fit our mold. Burrus Hard Trends - Breakout Group Feedback Most relevant: The breakout group felt that the first three in particular are good trends for this group discussion going forward. For instance, not only is new e-learning techniques great for a diverse and disbursed agency staff.
- Data is a term used to describe the technologies and techniques that capture and utilize the exponentially increasing streams of data with the goal of bringing enterprise-wide visibility and insights to make rapid critical decisions. High Speed Data Analytics using advanced cloud services will increasingly be used as a complement to existing information management systems to identify actionable insights from the massive big data explosion. Big-Data-as-a-Service will emerge as cloud providers offer midsize and smaller organizations access to much larger streams of relevant data they could not otherwise tap into. – Daniel Burrus New technologies and techniques are making possible the capture and analysis of more and more data (Big Data) and the creation of more useful Business Intelligence from it. Agencies and carriers are able to integrate this business intelligence into their decision-making in real time, enabling them to understand their consumers and operations better. These data analytic capabilities have significantly changed how insurance carriers make underwriting, servicing and marketing decisions over the last several years, but there are major opportunities for independent agencies to harness this business intelligence to enhance their prospecting, marketing, sales, servicing and management processes. That is, using BI and analytics to know when a consumer is likely to have a need rather than waiting for them to reach out or making a cold call. Indicators and influencers: New technologies applied to Big Data allow businesses to create Business Intelligence on a much larger scale than traditionally available from their internal systems. These technologies include the ability to make correlations between seemingly unrelated data to create accurate business intelligence. Predictive analytics is an example. Personalization - consumers expect us to use this data to tailor or personalize services. Easy to use and comprehensive analytics available as part of online marketing tools to fine-tune and measure the effectiveness of a business’s online marketing efforts. Carriers will gather increasing amounts of data from consumers’ social interactions, as well as from their own databases. This data will include “life event” trigger information. How can carriers convert this data into useful business intelligence for their agents to use in their marketing, sales and servicing efforts? In addition, how can carriers create business intelligence from their own claims data to assist their agents in providing risk management advice to their clients? What impact will the availability of more extensive data and business intelligence have on the roles performed within carriers, such as in underwriting, loss control and data analysis? What impact will this business intelligence have on the frontline underwriting traditionally performed by agencies? How might the relationship between the carrier and the policyholder change as the result of the carrier’s possession of this extensive data and business intelligence? Does the availability of Big Data and business intelligence ease the entry of new competitors with business intelligence skills into the insurance industry? (e.g., Amazon, Google, etc.)
- Changing social norms, applications of technology, climate – all of the trends noted above and more – are changing the types of risks that consumers and businesses are facing, creating new opportunities for insurance carriers and agents to design new coverages and creating the need for insurance agents to advise their clients differently about their risks. Examples include the “sharing society,” information security exposures and the increase in the number and severity natural catastrophic events. Changing Nature of Insurance Risk – The nature of insurance risk is changing and a lot of this has to do with technology, the speed that changes are occurring has not been seen in our industry previously. The proliferation of technology in itself has increased tremendously over the past 10 years and shows no sign of slowing. So the actual nature of risk is changing/expanding all the while the insurance industry is learning about the changing risk characteristics the way we handle risk is also changing Big Data is allowing more and more companies to provide better analytics and pricing Indicators and Influencers: Mass Customization - customized and individually targeted marketing and product creation and delivery Severe, unpredictable weather and major catastrophic events - Will the pattern of the last several years continue driven by global warming and/or other factors, or is it a temporary aberration from the norm? Disruptive Channels (like the sharing society where property is shared among several users) - Will have a significant impact on what is insured and how insurance is sold. Will definition of risk and coverage change? The need for us to revisit existing coverages and services in addition to the need to design new coverages. Much of what we currently offer was developed several years ago and would benefit from a fresh look given all of the changes that are continuing to occur. Carriers will need to be more agile and responsive to the increasing speed of change in our culture and business landscape. Cyber Liability Robotics Sharing Economy - Ride Sharing, Airbnb, etc. Driverless Vehicles - Crash Avoidance technology for vehicles 3D Printers Climate Change Issues Drones Virtualization of hardware/Software is reducing cost, thereby reducing premiums thru less loss costs. The speed that this technology offers is allowing products to get to market quicker On demand services is becoming the norm, not really an option. On demand services is expanding at a rapid pace and insurance carriers are either unable or unwilling to keep up Wearable’s are an emerging technology that will change the landscape for carriers as well as agents, this risk is coming up fast; Apple watch, Google Glasses only two of the new trend we have seen thus far Social media is changing the nature of risk both from the actual type of risk as well as how agents and carriers respond, act and interact with consumers. It is not one type fits all any longer, the pace of change in social media is astounding
- Federal and state regulators will increasingly target businesses which have not implemented statutorily required security plans and procedures, and the costs of data breaches will become more expensive to businesses. Criminal elements will continue to exploit the system security vulnerabilities of businesses and individuals using more and more sophisticated technologies, and employees will make mistakes – both resulting in the breach of classes of personal information protected by the federal and state statutes, typically referred to as Protected Health Information (PHI) and Personally Identifiable Information (PII). Mobility greatly increases the security risks that businesses face, if protected consumer information is put on these devices and they are lost or stolen. These growing risks also create opportunities for carriers and agents to provide coverage and risk management guidance to clients. It is ironic that at the very time consumers seem to be willing to share more and more personal information via social media, laws and regulations are being implemented which impose more rigorous requirements on businesses to safeguard certain categories of protected consumer information. Is the expectation really for full privacy or is it more related to the ethical use of data. So this ties into the data availability and analytics. Also from Sheila the idea to operationalize Ethics and Privacy. Indicators and Influencers: Big Data Gets Bigger as the Use of High Speed Data Analytics Expands Cloud Computing Rapidly Expands with Advanced Cloud Services Virtualization of Hardware and Software Will Increasingly Redefine IT Social Search and Analytics, Along with Social Business Applications, Will Grow Rapidly Mobile Apps for Business Processes Grow Rapidly Smart Virtual Electronic Assistants Get Better and More Personal Multiple Biometrics Used for Security Enhanced Location Awareness Embraced by Large Retail Machine-to-Machine (M2M) and the Internet of Things (IoT) Expand Rapidly Advanced Automation and Intelligent Robotics Find Wider Use Drones Go Beyond Fire, Police, Search and Rescue Implications of The Hard Trends - Ron, I think we need a good workgroup discussion on this. Some areas to consider: Google/Amazon entering the market – Changing the game What happens when cyber criminals use these trends to hack and terrorize? Driverless cars – loss of personal auto market Internet of things – implications Changing Nature of Insurance – new lines of business. Cyber Liability goes mainstream How does all of this impact the customer journey? Taking advantage of technology to not only improve but also “reinvent” the customer journey. Partnership and collaboration between carrier and agent is important than ever. Agents/carriers and indeed the industry needs to be both agile and anticipatory – ACT can help Omni channel (Omnichannel (also spelled omni-channel) is a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store.) - capabilities are important to customer experience.
- Neither do men put new wine into old bottles: else the bottles break, and the wine runneth out, and the bottles perish: but they put new wine into new bottles, and both are preserved. – Matthew 9:17 (King
- Haphazard attempts at setting up a Facebook page, Twitter account or LinkedIn profile will have a negative impact on your brand because it won't reflect the superior quality of your company's products and/or services. As obvious as it sounds, the first step in a successful plan is to actually have a strategic plan. It is easy to fall into the trap of thinking about social media from a tactical perspective instead of a strategic one. The best social media initiatives are technology agnostic, and identify objectives that go beyond any particular social tool and are consistent with your overall marketing plan.
- Define voice and frequency. One of the keys to ensuring your success in social is to create and implement a voice that resonates with your specific target audience. Identify core topics and create value. To be effective you will want to do more than just throwing out a few tweets or status updates. Using pictures and video is a good way to demonstrate the Association personality. For example, use original photos and video to promote classes and or events. Social media audiences don’t appreciate hard sales pitches, and they like to be engaged - but not over-saturated with content. Finding the right balance is essential to your success, and it’s an aspect of your campaign requiring a trial-and-error approach The editorial calendar mentioned above is a valuable tool for defining the who, what, when and where of your social strategy. What topics will you address? How frequently will you post, and to which networks?
- You know what a brand is - Apple, Nike, and Google. But the world of work is rapidly changing and the world of social media and digital everything is blurring the lines between work and our personal lives. Your personal brand is all about who you are and what you want to be known for. You're a brand ambassador for your organization. Let’s take an in-depth look at the how and why of strengthening your personal brand and the role that plays in creating trusted relationships that benefit you as well as your organization.
- It is a team effort. No one person should “own” the Association social media initiative. Social impacts all corners of the Association. Thus, the first step in the process is to create a cross-functional team to help build, implement and operate the plan. For example, you may want to include, event, marketing, education, and leadership personnel in the process. Brainstorm about your goals: what are you hoping to achieve through social media marketing? Who (in the agency) is your target audience and how do they use social media? What message(s) do you want to send to your audience with social media marketing? You may feel more comfortable having a more narrow social media program and focusing on 1 or 2 social tools – yet, is not always practical. Social Media tools evolve and change very quickly and most likely you will be pulled into different venues to be “where your agents” are. Like all participants in social media your Association members will increasingly expect real-time customer response/service. If for no other reason this makes it mandatory to make it a part of many people’s jobs rather than relying on dedicated social media person. Your participation will be more responsive and scalable. Also, you want all your staff to become digital advocates for the Association. In essence, you will be practicing how to be more social rather than just doing social media.
- Know your audience. Who are you trying to reach? To plan an effective social media strategy, you need to have a clear picture of your ideal member. That is, not just “agents” but whom within the agency do you want to reach? You can have more than one audience but you need a strategy to meet the unique needs of each audience. Armed with this knowledge you can match up your social media efforts with the social networks your members are using. For example, you may find agency owners using LinkedIn while younger agency employees may be using Instagram and Googe+. Social media is built around engagement and it requires continuous input from you. If you ask questions, it is important that you participate in the discussion.
- Monitor & Talk. Set aside time to review metrics that are important to your business on a regular basis. Some of the stats to focus on are: Number of posts Follower growth Clicks to your site/products Page views Post likes or shares Impressions You will want to look at each social channel separately. Free tools like bit.ly, Facebook Insights, Google Analytics, and Hootsuite will provide you with lots of valuable information. Use this information to review and reevaluate your strategy. That is, understand what posts get the most engagement and work at increasing the frequency of the posts that are most successful. Your website analytics are a big key to measuring your social media success. If your strategy is working, you should see an increase in traffic, membership inquiries or event participation from your social networks.
- How do you want or expect employees to act while engaged in social activity? A social media policy can be a company's first line of defense to mitigate risk for both the employer and employee. A social media policy guide outlines for employees and the firm’s guidelines for communicating in the online world. It is important to remember that whether or not your company is active on social media many of your employees are. Your staff is already using social media and will more than likely be talking about your company. They may have great insight and opinions to share with customers and clients. Employees are an amazing resource and can help you promote your business on social networks.
- Create a Channel Plan. After you are clear about “why” your active in social an what success will look like you will want to build out specific channel strategies - the “how” of Facebook, Twitter, Google+. Etc. In developing your channel plan you will want to be sure to have a clear reason for participating in each social outlet. Each social channel needs to be treated as a separate entity. While there will be content that is spread across all channels – you will want to adjust your message depending on the audience for that channel. Pay attention to your follower demographic on each channel and publish content that appeals to them. Remember, almost every person that is on Twitter, Google+, LinkedIn, or any other social network is also on Facebook. Thus, if you’re posting the same material with the same message on Facebook that you’re posting elsewhere, you’re duplicating effort and wasting time. Social Media including Facebook if more than a simple marketing tool - it will have an effect on many aspects of your business. Therefore, as you adapt your business will begin a tranfromation (Much as it did when you installed your first agency automation system). As you became an “automated agency” - you will now become a “social agency”. The social agency is built around the assumption that connections are formed to the benefit of owners, customers and employees resulting in a more responsive, adaptable and ultimately more successful agency. Here are some examples of the transformative measures an agency (or carrier) can take to begin the journey. * Start with a culture of trust. You have hired a great staff - empower them to participate on social sites on the agency’s behalf and trust that they will do the right thing. * Start a blog and use it to educate your customers and prospects and demonstrate subject matter expertise. But also use it to build and strengthen your brand personality. * Shift marketing dollars from traditional marketing channels to digital ones - LIKE YELLOW PAGES - That’s where your customers and prospects are. * Become more transparent in your communication. * Develop a collaborative (vs. hierarchal) organizational structure. Perhaps even invite customers to participate in agency decisions - sometimes they can give you valuable advice. * Recognize that social involvement is not just a marketing tactic. It will have an impact across most of your agency and should involve widespread engagement from both employees and customers. * If you are not already, become personally involved in your real-life community—including active involvement and support of charitable initiatives. * Consider building a virtual workforce. The incoming workforce will expect a more open and flexible work environment.
- Create a Channel Plan. After you are clear about “why” your active in social an what success will look like you will want to build out specific channel strategies - the “how” of Facebook, Twitter, Google+. Etc. In developing your channel plan you will want to be sure to have a clear reason for participating in each social outlet. Each social channel needs to be treated as a separate entity. While there will be content that is spread across all channels – you will want to adjust your message depending on the audience for that channel. Pay attention to your follower demographic on each channel and publish content that appeals to them. Remember, almost every person that is on Twitter, Google+, LinkedIn, or any other social network is also on Facebook. Thus, if you’re posting the same material with the same message on Facebook that you’re posting elsewhere, you’re duplicating effort and wasting time. Social Media including Facebook if more than a simple marketing tool - it will have an effect on many aspects of your business. Therefore, as you adapt your business will begin a tranfromation (Much as it did when you installed your first agency automation system). As you became an “automated agency” - you will now become a “social agency”. The social agency is built around the assumption that connections are formed to the benefit of owners, customers and employees resulting in a more responsive, adaptable and ultimately more successful agency. Here are some examples of the transformative measures an agency (or carrier) can take to begin the journey. * Start with a culture of trust. You have hired a great staff - empower them to participate on social sites on the agency’s behalf and trust that they will do the right thing. * Start a blog and use it to educate your customers and prospects and demonstrate subject matter expertise. But also use it to build and strengthen your brand personality. * Shift marketing dollars from traditional marketing channels to digital ones - LIKE YELLOW PAGES - That’s where your customers and prospects are. * Become more transparent in your communication. * Develop a collaborative (vs. hierarchal) organizational structure. Perhaps even invite customers to participate in agency decisions - sometimes they can give you valuable advice. * Recognize that social involvement is not just a marketing tactic. It will have an impact across most of your agency and should involve widespread engagement from both employees and customers. * If you are not already, become personally involved in your real-life community—including active involvement and support of charitable initiatives. * Consider building a virtual workforce. The incoming workforce will expect a more open and flexible work environment.