Speaking at Edit and Kitehweel's breakfast seminar on customer experience in travel marketing, Gary Arnold discusses how technology is always evolving and the capabilities being offered are extensive. Yet the fundamental ways in which companies execute marketing and deliver customer experience are in some respects stuck in the dark ages. Marketing needs to change so that it can exploit the capabilities being offered by technology. Gary shares his thoughts on what’s wrong with marketing today when it comes to answering the customer experience challenge and the path to take to correct those problems.
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Or embrace our robotic friends?
80%
of travellers expect to
encounter robots by 2020
75%+
reckon robots would
better handle data,
languages and
remember details
2/3
of travellers have been
served by robots
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“The common wastefulness of the mass
advertising of the past is giving way to the
newly affordable ability to locate and
communicate directly with a company’s best
prospects and customers”
“We are living through the shift from selling
virtually everyone the same thing a
generation ago to fulfilling individual needs
and tastes . . . by supplying . . . customized
products and services”
Stan Rapp & Tom Collins,
MaxiMarketing ,1987
Firstly…understand this is
not a new phenomenon
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Value for money Ease of use
Source: DMA Feb18 Customer Engagement Survey
Focus on the thing that really matters….
Customer Experience
Customer Service
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Think about how Marketing is structured today and
how you can unlock CX in that structure
Aggregato
rs
GuidesDisplay
Product Geography Channel
Aggregato
rs
GuidesDisplay
Function Segment Journey
Source: Econsultancy – Guide to Modern Marketing and Organisational Structures
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Understand customer journeys to understand CX… what
touchpoints matter, what are customers trying to do?
Aggregators
Search Store
Web
Social
GuidesDisplay
Email
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ContentCampaign and Real
Time Interaction
Marketing Resource
Management
Optimisation &
Attribution Platform
Web
Access Transformation Storage Process Management
Data Visualisation,
Dashboarding
Business Intelligence
and Analytics
Social
Email
PhoneStore
Mobile Display Search
Data
Understanding
Execution
Use a framework to identify key Technology
capabilities to support your target CX
Orchestration
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Use the framework to
focus on the capabilities
that really matter
Se t t arge t s t o CX goal s
I de nt ify cu rre nt st at e and
corne rst one t e chnol ogie s
Focu s on gaps
Lay down t he roadm ap
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Select your partners wisely
Look for “Ope nne ss”
Conside r fit wit h you r corne rst one
t e chnol ogie s and ot he r pie ce s in
t he pu zzl e
Use CX scenarios t o ev al uate
capabil it y
Unde rst and t he skil l s ne e de d t o
expl oit t he t echnol ogy
E v al uat e t he e ffort t o onboard and
e xit
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Plan appropriately to absorb technology into
your marketing operations
The skills you’ll need to unlock the potential
The changes you’ll make to how you work
The measures you’ll set to evaluate success
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Embrace Agility
Bu il d cross fu nct ional t eams (dat a,
t e chnol ogy, cre at iv it y)
E m brace t he “Minim u m Val u abl e ”
ideal
Do, m e asu re, l e arn, im prov e … and
re pe at
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And if all else fails… count on tech to counter
the complexity caused by… tech?
Source: ChiefMartec.com
Marketing
Complexity
Time
Human Manageable Complexity
“Invisible”
Complexity