Customer Experience Management - CXM - doesn't have enough attention IMO given its importance in delivering and evaluating marketing effectiveness from a customer's POV.
In this webinar and breakfast briefing Adobe UK asked me to deliver I introduce the CXM and give 10 practical techniques across the Smart Insights RACE framework to improve experience.
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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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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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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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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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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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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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Let’s Connect!
Questions & discussion welcome
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Notes de l'éditeur
Fantastic interest in CXM – good to see = CXM matters
Does this help?
Brand storytelling - Integrated immersive Parallax campaign by Google – Multichannel promotion.
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Customer Experience often starts here
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
If you had to choose one area of an Ecommerce site to start optimisation which would you choose:Home pageOn-site search engineCategory pagesProduct pagesBasket and checkout funnelLanding pages
Superlative: Epic, awesome, nuclear content
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social
Learning objectives are in two areas – first related to the experience on different platforms and then the content to engage the audiencePlatforms include desktop, but also mobile and social