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Masterclass:
Right Touching
10 practical CXM
Techniques
For Webforum, Oslo.
Torsdag 13. mars
Dr Dave Chaffey
CEO: SmartInsights.com

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About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling
marketing books now
working on 5th editions
• Responsive for CXM at
SmartInsights.com a
marketing advice site
with Expert members in
over 50 countries
• Insights Director at
agency ClickThrough
Marketing

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Structure – examples to share?

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

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

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Which is most useful for
you to learn more about
best practices?
 1. Content marketing
 2. Conversion rate optimisation (website)
 3. Email marketing
 4. Mobile marketing
 5. Search marketing (SEO and PPC)
 6. Social media marketing

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Start with a plan!
Key success factors
 Customer insight
 Marketplace review
 SMART objectives
 Persona creation
 Digital SWOT summary

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Technique 1 Digital-specific SWOT

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 P / G
 R
 A
 C
 E

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SWOT-TOWS activity:
Selecting the right content types
 Purpose
 To define your challenges, opportunities and strategies to
overcome them
 Instructions / Process
 1. Review internal strengths and weaknesses
 2. Review external opportunities and threats
 3. Define strategies
 Timing
 10 minutes!

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Strategy success factor
Apply customer insight

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Which criteria should we target on?
Unknown
Demographic profile data
Lifestyle &
psychographics
Attitude &
preferences
Behaviour
q Past purchase
q Search term entered
q Offer clicked
Targetingvariablemost
predictiveofresponse

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Targeting options to review?
Targeting approaches Method
1. Classic profile-based
demographic segmentation
Target customer groupings according to
their characteristics & motivations
2. Customer value Assess customers by current and future
value potential
3. Audience personas Target 2-10 typical customer journeys
4. Customer lifecycle Target messages according to length of
time using online services
5. Purchase and response
behaviour
Use “sense and respond” behavioual
targeting based on RFM
6. Channel preference Communicate with customer in their
preferred media (and according to value)
7. Tone and style preference Communicate with customers according
to their tastes inferred from demographics
or behaviour.

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Tip – create a layered segmentation
- an example from eBay

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Disclosed
Demographics
Clinique
use different styles
and tones for girls and
boys segments

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Targeting customers based on value
Customer
potential
Customer
quality
high
low
low high
One time shoppers
with low potential
Average customers
Good customers Very good customers
15 % 15 %
60 % 10 %
Indicators for customer quality Indicators for customer potential
Order value per received catalogue
Order value per season
Gross margin in % of net sales
Returns in % of order value
Last date of purchase
Number of active seasons
Channel usage score
Number of different product categories
Source: Chris Poad, Otto, E-consultancy masterclass 2006

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Targeting by Lifecycle personalisation –
typically using event-triggered email
First-time visitor
Return visitor
Registered visitor
Purchased once
Newly
registered visitor
Purchased
Active
Purchased
Inactive
Tesco.com
•“Logged-on”
•“Cautionary”
•“Developing”
•“Established”
•“Dedicated”
•“Logged-off”

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BT - It’s all about past actions… “Recognition of activity”
Purchase
Dispatched +7d
+14d +21d
Recognition of
previous purchase

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RF engagement scoring example
Source: Interactive Marketing journal – January to March 04 – SilverMinds music catalogue
Scoring:
Recency
Low
1 = > 24months
2 = 19-24 months
3 = 13-18 months
4 = 7-12 months
5 = 0-6 months
High
Frequency
Low
1 = One purchases
2 = Two purchases
3 = Three
4 = Four
5 = Five
High
Note here boundaries are defined
to illustrate behaviour. There
are a different number in each group

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CXM Technique 2. Personas &
Customer journey mapping
Source: Boston Consulting Group

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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.uk

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Use on/offline personas

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27See Forrester.com

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Strategy success factor
Define value you offer

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Betfair’s Mobile Value Proposition (MVP)
https://touch.betfair.com
Betfair‟s mobile app generated £1 billion of bets in
the last financial year. 168,000 used it‟s app, a 122
percent increase.
For 2012 c £2 billion, 15% of revenue 275,000
app users. Half of all UK customers have placed
bet.

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Create a top-level Dashboard
B2B Example. Value??
Source: Michael Brenner

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n Searches
% Brand
Reach
Awareness
and visits
Unique
visitors
Bounce
rate
Revenue
per visit
Page views/
visit
Act
Interaction
and leads
nLeads
%
Conversion
to lead
Goal value
per visit
Average
order value
Convert
Sales and
profit
nSales
%
Conversion
to sale
Sales
value
n Brand
mentions
Engage
Loyalty and
advocacy
% active
customers
% Customer
conversion
% existing
sales value
Volume Quality Value
Actionable RACE dashboard

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What
are the
GOALS
for our
site?
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• Brochure
thank you
• Value
assigned:
• E.G £3
• Call back
page
• E.G. £4
• Taster page
• E.G. £9
Call tracking with GA

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Example assigning
value to goals
Practical B2B Tip: Assign value to Goals when leads generated

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Measure your full funnel
 Measure top of
funnel
 Find pages and
template CTAs
which drive visitors
down funnel
 We use a custom
report (horizontal)
 Using testing to
optimise bottom of
funnel

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Example tracked lead gen form

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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
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
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

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Using POE media targeting to fit
the customer journey:
Select
supplier
(enquire)
„Tracker‟
Completing
„Hunter‟
Researching
„Explorer‟
Browsing
Directed goal-orientedUndirected, exploratory
Destination
purchase
(buy)
Define
requirements
Assess
supplier
capabilities
„Inspire
me‟
„What‟s out
there‟
Source: Mike Baxter, Sales Logiq

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SEO strategy pillars : international business
Goals and performance
1. Conversion model:
Quality Engagements
2. Verify data source &
analytics accuracy
3. Volume, quality, value
trends analysis
4. Keyphrase gap
analysis by model
5. Page-level analysis
by model
On-site SEO activities
1. On-page
optimisation (TDKs*)
2. Internal
linking
3. Duplicate content
management
4. Content
creation and SMO
5. Universal or blended
search
Off-site SEO activities
1. Backlink
reconfiguration
2. Local content
link-building
3. Local PR
activity
4. Internal
linking
5. Influencer outreach
(SMO)
*TDKs = Page <title>, Description, Keyphrases in copy, headings, images

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Brief SEM briefing = problems to avoid
 SEO
1. Insufficient key phrase
research and analysis
2. Index inclusion and
coverage poor
3. Content owners / editors
don‟t know rules of SEO
4. Insufficient unique
content
5. Internal linking strategies
not used
6. External link-building
tactics weak
 Pay Per Click
Importance of QS not
recognised, i.e.
1. Click through rate
2. Ad text relevance (copy)
3. Triggering text relevance
4. Landing page relevance
and speed
So, depends on brand,
copywriting, account
structure, match types
(broad, phrase, negative)
and testing.

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 1. Content – requires depth
and detail “Epic/Nuclear”
 2. Different types of content
give traction
 3. Author authority and
social signals matters
 4. Links remain critical, but
bar for quality keeps going
up.
 5. Diverse anchor text
needed after Penguin
 6. Great design matters
 7. Guest posting comes
under increased
scrutiny
 8. Social continues to
exert a powerful
influence
 9. Mobile performance
and compatibility matter
 10. SEO is less tactics,
more strategy
Source: Search Engine Journal, MoZ ranking factors
SEO Trends and Signals = Content, Author and Sharing quality

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Searchmetrics
2013 ranking
factors
 Hard to show, but
shows that
Keywords in text
are relatively
unimportant, but if
all other factors
are equal…Need
to give that
message

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http://moz.com/blog/ranking-
factors-2013 - shows keywords
still important

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How good is your checklist
for content owners and
editors?
 Step 1. Aims for page
 Main visitor type (s)
 Page goals
 Step 2. Which phrases?
 Use Google Keyword Tool
 Primary, secondary, tertiary
 Step 3. Name document
 Keyphrase1-Keyphrase2.html
 Step 4. Title tag
 Keyphrase dense :
15-25 chars
 Step 5. Meta tags
 Description < 300 characters
 Keywords
(Don‟t stuff)
Step 6. Body copy
Keyphrase density
Use synonyms, don‟t SPAM
Step 7. Heading styles
H1 same or distinct from title
H2,H3 – use secondary and tertiary
phrases for long tail
Step 8. Hyperlinks
Include keyphrase in anchor text.
Action verbs separate?
Consider external links
Step 9. Images
Include alt and title text
Provide caption
Step 10. Optimize
Track & Modify

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Step 4 and 5 – Are you engineering
your Document meta data?
 <title>
 VERY IMPORTANT = Unique = Call-to-action
 2-3 keyphrases on left, - brand on right
 Google has around 60 characters= 8-10 words
 <meta name=“description” = Unique = Call-to-action
 FAIRLY IMPORTANT
 4-5 keyphrases in natural English, c150 characters
 <meta name=“keywords”
 UNIMPORTANT
 Include main target keyphrases comma separated
 File name and directory structure
 Use hyphens, include keywords, be sensible
site:www.domain.com
+ keyphrase

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Identify Consumer search
behaviours NOT keyword lists

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Tip – use GWT to replace Not Provided

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

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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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Does your experience align?
Mental / content model mapping.
A simpler retail example from a presentation on customer-centric retail by Richard Sedley and Amanda
Squires from Seren
Customer persona toolkit: http://bit.ly/smartpersonas

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Choice limits motivation
Research: Kiyengar and Lepper (2000)

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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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Content audit activity:
Selecting the right content types
 Purpose
 To create a process for relevant content type selection
 Instructions / In pairs
 1. Review existing content for a defined persona
 (2. Review competitor and out-of-sector content)
 3. Brainstorm new content ideas
 4. Select best content ideas using criteria

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Activity – Content marketing matrix
Criteria?
 Rev/visit
 Demand+ lead ge
 Amplify
 Brand fit
 SEO
 Longevity
 Authority/Though
Leadership
 Individual pain po
 Repurposeability
 Risk/reward

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Source: Velocity Partners

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Source: Velocity Partners

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Using tools for efficient
syndication

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The problem with blogging…

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More what we’re
looking for!

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Influencer and partner outreach
http://bit.ly/smartoutreach

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Influencer outreach – key
questions…
 Do we invest enough time in this?
 Who is responsible for this?
 What is our process for influencer marketing?
 How do we segment influencers?
 How do contact priority influencers?
 How do we measure success
 How do we scale this?

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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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Your Email marketing /
Marketing Automation capabilities?
 Vote!
Stage 1. Initial
“Pray and Spray”
None
Email marketing
maturity stage
A. Goal-setting
and evaluation
B. Contact
strategy and
policy
C. Segmentation,
Targeting &
Personalisation
D. Marketing
integration
E. Test and
Learn
None:
Enewsletter /
Solus emails
0 Segments
Email marketing
independent
Limited
Stage 2. Managed
Limited relevance
List growth
Segmented
response
Basic
contact strategy
and rules
2-6 segments
Basic contact
strategy
Direct mail
and/or phone
integration
Subject line
Offer testing
Stage 3. Defined
Segmented
relevance
Marketing
outcomes
“Beyond the click”
Basic lifecycle
communications
Simple
event-triggered
Welcome reactivate
ESP, web
analytics & social
media integration
Template layouts
Stage 4. Quantitative
Contextual relevance
Subscriber
engagement
Individualised
contact strategy
Recency,
Frequency, Value
Auto-triggers
based on web
behaviour
Individual /
segment testing
Stage 5. Optimizing
Optimized relevance
Integrated web and
multichannel
Integrated
online & offline
contacts
Multi-layered
Dynamic content
insertion
Right-chanelling
based on value &
preference
Real-time and
multivariate

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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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Bps = basis points 1/100th of a %

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Technique 8. Smart Merchandising

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Segmenting pages/product by performance
High Potential
(Problems)
Top
Performers
(Stars)
Low Potential,
Low Performance
(Dogs)
Consistent
Performers
(Cash Cows)
Conversion rate
Or conversion rate variance (add to basket) compared to average
Pageorproductpopularity(views)
orpageviewvariance(comparedtoaverage)

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Example: product portfolio

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Ongoing optimisation process
Source: Rich Page, Web Analytics Optimisation: An hour a day

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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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Reviewing
E-loyalty at an
aggregate level:
“Net Promoter
Score”
 Vote!

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Customer feedback tools
http://bit.ly/smartfeedback

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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
Testing for email marketing

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Let’s Connect!
Questions & discussion welcome
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