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Managing
CXM
10 practical
techniques
A webinar and briefing
for Adobe UK
Marketing Cloud
Dr Dave Chaffey
CEO: SmartInsights.com
Digital Marketing Advice

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About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books
• Responsible for CXM at
SmartInsights.com -- a
marketing advice site
with Expert members in
over 50 countries using
our planning guides,
templates and online
courses to improve
results.
• Insights Director @
search conversion
agency ClickThrough
Marketing

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What is Customer Experience
Management?
Source: As defined by Forrester in 2011

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CXM = effective brand customer communications
“Right Touching” is:
A Multi-channel Communications Strategy
Customised for Individual Prospects and Customers
Which…
Delivers the Right Value Proposition
Accompanied by the Right Message
With the Right Tone
At the Right Time
With the Right Frequency and Interval
Using the Right Media / Communications channels
To achieve…
The right balance of value between both parties
Source: Dave Chaffey (2005, 2012):
Digital Marketing Strategy: Implementation and Practice

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Do you have a person
or team RESPONSIBLE
FOR CXM?
 Vote!

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Technique 1. Personas &
Customer journey mapping
Smart Insights Persona Toolkit

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B2C Persona example
For each persona define preferences for:
 Platforms
(web, email, mobile)
 Platform usage (hours)
 Content consumption:
General site types &
category-specific
 Social media - content
creation & participation
 Search behaviour
 Trusted brands
www.dulux.co.ukSmart Insights Persona Toolkit :
See also Mental content model mapping technique

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Technique 2: Define Brand OVP

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Developing your brand personality?
 Personality is the unique, authentic, and talkable soul
of your brand that people can get passionate about.
 Personality is not just about what you stand for, but
how you choose to communicate it. It is also the way
to reconnect your customers, partners, employees,
and influencers to the soul of your brand in the new
social media era.
Source:
Tip: Refine how
content enhances
Personality and
supports brand
storytelling

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Improving Reach
Key success factors
 Define success criteria
 Select appropriate mix
 Optimise most effective channels:
 Search marketing
 Outreach
 Social media marketing

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Technique 3. Targeted lifecycle media

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Example: Online value proposition:
Selection and Purchase value

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Tip: Use paid and natural
Site links to explain
and persuade

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Effectiveness (potential sales volume)
Investment(resourceneeded)
SEO
Long Tail
AdWords
Remarketing
Facebook
custom audiences
AdWords
Generic
Social
amplification
Media related
PR
Influencer
PR Integrated
content
campaigns
Blog
marketing
Sponsored
Tweets
Instagram
POE media targeting prioritisation
FBX
Retargeting
Facebook
Promoted Posts
LinkedIn
Promoted Posts
Tip: Review Display Network and
Remarketing options
AdWords
Tail
AdWords
PLA
AdWords
Mobile
(Enhanced campaigns)
SEO
Generic
Example: Review effectiveness for your sector

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Increasing InterACTion
Key success factors
 Define key customer journeys for different platforms
 Use Analytics to improve effectiveness
 Select content to engage audience
 Manage creation and promotion
of content

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Technique 4. Relevant Scent
 Vote!

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How effective is your scent?
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example SCENT TRAILS

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Sites focused on users’ top tasks
www.volkswagen.co.uk
www.barclaycard.co.uk

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Technique 5: Strategic Content Marketing
http://bit.ly/smartercontent

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Does your content engage and persuade?

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Technique 6. Marketing Automation
Automated Email Sequences > Targeted > Behavioural

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How sophisticated is
your email marketing?
Customers
Welcome
email
Behavioural
Cross sell
Regular
marketing
emails
Site
segmented
Activity
flagging
RFM
Predictive
Lapsed /
Churn
By product
Site down
apology
Birthday
/ Xmas
Emails
Repeat
abandoner
Future
Release
alert
Back in
stock alert
Lapsed
Activity
Non cross sell
Not returned
in 14 days
Not
re-purchased
in 14 days
Process
abandonment
X-sell
programme
By product
Newsletter
Not
transacted
By content
group visited
Content
triggers
Entry level
5 - 8 triggers
Medium level
17 – 30 triggers
Upper level
20 – 50 triggers
Nirvana
50 – 500 triggers
Nursery program
Site Activity programFull marketing email program
Customer service emails
Source:

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Email 1: 45% Open
8.4% CTR
Email 2: 38% Open
3.5% CTR
Intent follow-up – click on Category

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Increasing Conversion
Key success factors
 Create a CRO / optimisation process
 Understand multi-channel conversion

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Technique 7. CRO

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International CRO at ASOS.com

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Technique 8. Smart Merchandising

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Testing email offer in an abandoned
shopping cart email sequence
 1. Generic branded follow-up
email :
+10% conversion rate.
 2. Personalised remarketing
email with a promotional code
for a 5% discount time limited to
72 hours:
+100% conversion rate.
 3. Personalised remarketing
email with a promotional code
for a 5% discount time limited to
48 hours:
+200% conversion rate.
Source: Smart Insights case study

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Improving Engagement
Key success factors
 Understanding the satisfaction gap
 Effective sharing through social media marketing
 Effective and efficient email marketing

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Technique 9. Understanding loyalty drivers

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Customer feedback tools
http://bit.ly/smartfeedback
HiPPO support tool = www.usertesting.com and www.whatusersdo.com

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Technique 10.
Map your
customer
lifecycle
touchpoints
and
Optimise
:Halfords case study

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Source: Philips presenting on PlantoEngage.com

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Let’s Connect!
Questions & discussion welcome
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