Epsilon's presentation, 'Evolving Consumer Expections' looks at the differences in consumer expectations – what’s been happening over the last few years and where we find ourselves today. What that means for those of us that work in marketing whether we’re in agencies advising clients or client-side marketeers seeking to improve customer acquisition, loyalty and retention. The presentation will also show some practical examples that demonstrate how we meet today’s challenges – looking at how we can embrace change and market successfully to each individual, recognising of course that each individual is not the same, but a unique individual with different wants, needs, motivations and preferences.

1. October 13th
2010
EVOLVING CONSUMER EXPECTATIONS

2. Hayden Saunders
Hayden delivers solutions that help
marketers to better understand
customers and their cross-channel
decisions.
Jane Finch
Jane is responsible for helping Epsilon’s
clients in EMEA to implement and optimise
their multi-channel solutions.
Senior Project Manager, EMEASolutions Consultancy
Director, EMEA

3. • Changes in consumer expectations
•What that means for marketing and
marketeers
•Some practical examples that show how
we can embrace that change
What We Will Cover Today

4. Consumers have taken control, and we see
it every day in their expectations and
behaviours
•Unprecedented choice
 How and when they communicate with
brands and each other
 Obtain information
 Make decisions, shop and buy
•Accelerated pace of interactions
 Digital interactions enable consumer
voices to be heard and amplified across
channels in minutes
Consumer Empowerment

5. Marketing has changed more in the last 5
years than the previous 50
•Impact of media proliferation
•Science versus art
•Seamless consumer movement between
channels
•Consequences of time compression on
marketing
Marketing Complexity

6. The choices are
Marketers at a Crossroads
Or…
Become paralyzed by
the complexity and
apparent loss of
control
1
Embrace this shifting
marketplace with
new ways to listen,
learn and influence
consumer behaviour
2

7. You Have to Be ListeningYou Have to Be Listening
You Have to Be Channel AwareYou Have to Be Channel Aware
You Have to Have a Message ReadyYou Have to Have a Message Ready
You Have to Be IntegratedYou Have to Be Integrated
You Have to Have a Multi-Channel PlanYou Have to Have a Multi-Channel Plan

8. You Have to Have MemoryYou Have to Have Memory

9. You Need to Understand the Influencer NetworkYou Need to Understand the Influencer Network

10. You Need to Link all the Interactions by ConsumerYou Need to Link all the Interactions by Consumer

11. Marketers must adopt new ways to …
A New Way Forward
We call it Customer Experience Marketing
Engage Consumers Differentiate Brands Earn Long-Term
Preference

12. • Welcomes customer
participation into experience
design
• Facilitates engaging
conversations across channels
• Evolves conversations into
win-win relationships
• Inspires consumer
involvement and action
• Leads to loyalty, giving brands
a true competitive advantage
• Stops disrupting what people
are interested in and becomes
what they’re interested in
Tenets of Customer Experience Marketing

13. TARGET
Experience Maps | Year 2000 Example
TOUCHPOINTS
SHOP
CUSTOMER CALL CENTRE
EMAILS / NEWSLETTERS
DIRECT MAIL
SMS / TEXT
PRINT ADS & OUTDOOR ADS
BROADCASTS: TV & RADIO
WEBSITE
Jennifer Thompson
• Age 34
• Married mother of 3
• Lives in Basingstoke, Hants
• Household income £85,000
• Magazine subscriber to:
o Home
o Health & fitness
• Catalogue buyer
ENGAGE
4
On her way back from the
supermarket, Jennifer notices an
ABC shop, and decides to look at
their summer dresses. Jennifer
buys a dress.
At the till, Jennifer signs up to
receive the ABC Fashion mail
order catalogue.
ONLINE BANNERS / SEARCH
BOND
5
Jennifer receives ABC Fashion’s
catalogue in the post. While
drinking coffee with a friend at
home, they leaf through the
catalogue and post an order for
several accessories to go with her
new dress.
CONNECT
1 2
3
Jennifer receives her favourite
health and fitness magazine in
the post and while reading sees
a full page ad for ABC Fashion.
Later, she sees a billboard
promoting ABC Fashion on her
drive home. That evening, while
watching TV she sees an advert
promoting ABC’s new summer
collection.

14. TARGET
Experience Maps | 2010 Example
TOUCHPOINTS
SHOP
CUSTOMER CALL CENTRE
EMAILS / NEWSLETTERS
DIRECT MAIL
SMS / TEXT
PRINT ADS & OUTDOOR ADS
BROADCASTS: TV & RADIO
WEBSITE
Jennifer Thompson
• Age 34
• Married mother of 3
• Lives in Basingstoke, Hants
• Household income £85,000
• Magazine subscriber to:
o Home
o Health & fitness
• Catalogue buyer
ONLINE BANNERS / SEARCH / SM
CONNECT
1 2
3
While checking her email online,
Jennifer noticed a banner ad for
ABC Fashion. She’d heard of the
shop as her friend talked about it
on Facebook.
From the ad, she clicked through
to the shop’s website where she
saw a dress she liked. She decided
to sign up to special offers by email
and SMS.
4
5
ENGAGE
6
Minutes later Jennifer received a
welcome email from ABC Fashion,
which included a 10% limited time
discount on their summer
collection.
Going to the website, she added
the dress in the shopping cart but
had second thoughts. The next
day, a reminder email arrived. A
week later a postcard arrived with
the same offer and deadline. She
went back to the website and
completed the order.
7
8
9
10
BOND
Following the delivery of the dress,
Jennifer received an email suggesting
accessories to match. Going into the
high street store to look, she decided
to buy them. The next week she
received a reward voucher in the post.
Via one of ABC’s weekly emails she
puts an ABC shop link on her
Facebook page, as she will earn
credits for each friend who signs up to
their emails.
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13
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15

15. SUPPORTING TECHNOLOGY

16. Thorntons – Measuring Digital Attention

17. Thorntons – Fast, Automated Eye Tracking

18. Consumers & Data
 Email history
 Demographics
 Preferences
 Promotion History
 Redemptions
 Multi-Channel Interactions
 Social comments
 Survey Response
Consumer Marketing Data Model
Consumer
Data Marts
Consumer
Data Marts
Consumer
Marketing
Warehouse
Consumer
Marketing
Warehouse
Consumer Data Integration (CDI) Process
Data Audit / Exception ReportingData Audit / Exception Reporting
Name & Address Standardisation HygieneName & Address Standardisation Hygiene Segmentation EngineSegmentation Engine
Consumer Matching / HouseholdingConsumer Matching / Householding
Referential
Data
Referential
Data
Strategic & Analytic Consulting
Customer StrategyCustomer Strategy
CRM PlanningCRM Planning
Modeling & AnalyticsModeling & Analytics
Full Service Agency & Fulfillment
Strategy & CreativeStrategy & Creative
Account ServiceAccount Service
Print ProductionPrint Production
Centralised Consumer
Marketing Solution
Social
Media
IVR /
Call
Center
Reply
Card
Coupon
Redemptio
n
$
Brand
Website
s
EmailMobile
Consumer Touchpoints & Marketing Channels
Data Interfaces
Data cleansing, and
common key
assignation
Batch ProcessingBatch Processing
Real-TimeReal-Time
Real-time
content serving
Marketing Applications & Integrated Channel Execution
Client / Brand
Solution Portal
Standard / Ad-hoc
Reporting
Analytics /
Modeling
Environment
Loyalty Solutions
Advanced Campaign
Management
Open Database
Access

19. WRAP-UP

20. • Consumer empowerment
• Marketing complexity
•Data potential
•Understand and facilitate the customer experience
•Higher conversion, higher loyalty
Wrap Up
Customer Experience Marketing

21. Q&A