Research conducted by Adobe, in association with the CMO Club, indicated that while 90% of CMOs are personally responsible for the overall customer experience, they are facing significant headwinds that make Customer Experience Management (CXM) a formidable challenge. Based on the research, the No. 1 challenge facing CMOs is the ability to actually impact the customer’s overall experience. In this webinar, Dr Dave Chaffey, bestselling author and Digital Marketing expert, will give an overview of why CXM is becoming an increasingly important focus in marketing, as well as provide you with the 10 top tips for successful CX programme implementation.

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10 Key Strategies to Deliver Optimal Customer
Experience

2. Today’s Speakers
10 Key Strategies to Deliver Optimal Customer Experience
Dave Chaffey
CEO
Smart Insights
Noelle McElhatton
Consultant Editor
Marketingfinder.co.uk
Martin Smith
Head of Marketing
Adobe

3. Interact with us
10 Key Strategies to Deliver Optimal Customer Experience
Follow the conversation on twitter #HASHTAG

4. 4
Managing
CXM
10 practical
techniques
Dr Dave Chaffey
SmartInsights.com
Plan, Manage and Optimize

5. 5
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

6. 6
 Vote!How advanced are
our digital marketing capabilities?

7. 7
What is Customer Experience
Management?
Source: As defined by Forrester in 2011

8. 8

9. 9
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

10. 10 Key Strategies to Deliver Optimal Customer
Experience
Quick Poll

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Technique 1. Personas &
Customer journey mapping
Source: Boston Consulting Group

12. 12

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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

14. 14
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: Develop how
content enhances
Personality

16. 16

17. 17
Start with a plan!
Key success factors
 Customer insight
 Marketplace review
 SMART objectives
 Persona creation
 Digital SWOT summary

18. 18

19. 19
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

21. 21
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

22. 22
Tip: Use paid and natural
Site links to explain
and persuade

23. 23
Effectiveness (potential sales volume)
Investment(resourceneeded)
SEO
AdWords
Remarketing
Facebook
custom audiences
AdWords
Social
amplification
Media related
PR
Influencer
PR Integrated
engagement
campaigns
Blog
marketing
Vertical niche
campaigns
Sponsored
Tweets
Instagram
Which paid, owned, earned media should we prioritise?
FBX
Retargeting
Facebook
Promoted Posts
LinkedIn
Promoted Posts
Tip: Review Ad Display and
Remarketing options

24. 24
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

25. 25
Technique 4. Relevant Scent
 Vote!

26. 26
How effective is your scent?
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example SCENT TRAILS

27. 27

28. 28
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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Technique 5: Strategic Content Marketing
http://bit.ly/smartercontent

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Does your content engage and persuade?

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

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

33. 33
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:

34. 34
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

35. 35
Email 1: 45% Open
8.4% CTR
Email 2: 38% Open
3.5% CTR
Intent follow-up – click on Category

36. 36
Increasing Conversion
Key success factors
 Create a CRO / optimisation process
 Understand multi-channel conversion

37. 37
Technique 7. CRO

38. 38
International CRO at ASOS.com

39. 39
Bps = basis points 1/100th of a %

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Technique 8. Smart Merchandising

41. 41
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)

42. 42
Example: product portfolio

43. 43
Ongoing optimisation process
Source: Rich Page, Web Analytics Optimisation: An hour a day

44. 44
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

45. 45
Improving Engagement
Key success factors
 Understanding the satisfaction gap
 Effective sharing through social media marketing
 Effective and efficient email marketing

46. 46
Technique 9. Understanding loyalty drivers

47. 47
Reviewing
E-loyalty at an
aggregate level:
“Net Promoter
Score”
 Vote!

48. 48
Customer feedback tools
http://bit.ly/smartfeedback

49. 49
Online mobile usability testing
example
http://www.youtube.com/watch?v=UWIPeUzoHdQ

50. 50
Technique 10.
Map your
customer
lifecycle
touchpoints
and
Optimise
:Halfords case study

51. 51
Source: Philips presenting on PlantoEngage.com

52. 52
Location: Published / Surveyed: Sample: Source:
Original source:
Worldwide July 2013
Feb 2012-June 2013
Collected from 250 million
email opens
Litmus
% Email Opens across desktop and mobile
Litmus blog

53. 53
The future of CXM?

54. 54
Let’s Connect!
Questions & discussion welcome
SmartInsights.com
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uk.linkedin.com/in/davechaffey
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ww.twitter.com/DaveChaffey
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2013691

55. Your Questions
10 Key Strategies to Deliver Optimal Customer Experience
Dave Chaffey
CEO
Smart Insights
Noelle McElhatton
Consultant Editor
Marketingfinder.co.uk
Martin Smith
Head of Marketing
Adobe

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Experience
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