Critical Channels
of Engagement
What consumers want
Matt Tredinnick, VP, Marketing
EngageOne Solutions, Precisely

Agenda
• Market Trends
• Analyst research on organizational priorities
• CMO Council research on consumer priorities
• Rise in new technology channels
• Case study – Blue Shield of California
• Call to action
3 Meeting client at THEIR moment of need

Sound familiar?
How can we
cost-effectively
improve our
customer
experience?
How can we make
video interactions
personalized,
compelling and
relevant?
Can we capitalize
on consumers’
passion for video
content?
Is there a way
to replicate our
best sales
conversations?
Isn’t there a
better way to
use technology
to engage
interactively, in
real-time?
4

By 2020 Customer Experience
will overtake price and product
as most important brand
differentiators – most of it will be
delivered via the digital channel.
– WalkerInfo
Customers will manage 85
percent of their relationship with
the enterprise without
interacting with a human.
– Gartner
Customers expect better, more
personalized experiences.
– DMA
5

Digital is the new normal…
… and businesses are struggling to keep up
59% of 25-34 year-olds share poor
customer experiences online.1
#1 reason that customers switch:
Feeling unappreciated.4
6
Once a customer leaves, 4 in 5 say
they will never come back.2
Acquiring a single new customer
costs 5x more than retaining an
existing one.3
1 in 26 unhappy customers file a
complaint. The rest churn silently.5
Average value of a lost relationship:
$289 per year.6

7
What’s your
organizational
impact?
• Missed key performance targets
• Missed NPS
• Customer churn
• Reduced ROI
• Negative media and word-of-mouth
• Loss of morale
• Staff retention

CX and omnichannel are top priorities in 2020
Most businesses have started their digital transformation
8
22.3%
32.2%
45.3%
49.0%
61.3%
0% 50% 100%
Mobile engagement
Single customer view
Digital transformation
Omni-channel communications
Customer experience
Top 5 Corporate Priorities 2020
Source: Aspire, The State of CCM-to-CXM Transformation, 2019
N = 512 enterprises (worldwide)
49%
of businesses are investing in
omnichannel communications
to increase customer experience (CX)
and realize higher business growth

Customer
Life Stages
1. Find
2. Sell
3. Deliver
4. Bill
5. Service
6. Engage
Upsell / cross sell
Referrals
Acquisition
Onboarding / Enrollment
Critical Communications
Direct Mail E-mail Coupon
Forms
Welcome
survey
SignaturesContracts
Welcome
kit
Personalized
videos
Bills & Statements
Renewal
Letters
Business
correspondence
Payments
Direct Mail E-mail Coupon
Notifications
Omni-Channel Means Lifecycle Marketing
Companies who make
CXM a priority grow
revenues 41% faster
Customer
service
9

What’s in Common
• ALL generations expect a blend
of both DIGITAL and PHYSICAL
channels as part of their ideal
communications mix
• ALL generations MOST enjoy
having access to a PERSON
who can help when they need it
• NO generation gives brands an
A for omnichannel engagement,
as ALL say brands are doing a
“PRETTY GOOD” job
• ALL have been FRUSTRATED
by the lack of connection
between channels
• ALL have QUESTIONED their
relationship with the brand
because of the frustration
11

It’s all about creating a
seamless
experience…
71% of
consumers
have QUESTIONED why they do
business with a brand that
frustrates them cross-channel.
84% of
consumers
are FRUSTRATED when they have to
repeat themselves as they shift
across channels.

The Omnichannel Expectation
13

Rise in New Channels
14
Communication channels your organization plans to use in next 12-24 month (large enterprises)
0% 5% 10% 15% 20% 25% 30% 35%
Print
Web or mobile website
Mobile Messaging - Whatsapp, Facebook Messenger
Interactive Voice Response (IVR) telephone systems
Personalized videos (unique for each recipient)
Email
Text / SMS
Intelligence virtual assistants (IVA), such as Amazon Echo
Chatbots
Mobile push or in-app messaging
Internet of Things (IOT) devices, such as wearables
Not used, but planned
Source: Aspire, The State of CCM-to-CXM Transformation, 2019
N = 83 large enterprises only

Case Study
15

• Blue Shield of California (BSC) is a nonprofit
health insurance company
• Key company objectives include:
• Improving the consumer experience with BSC
• Finding digital solutions to replace paper
• The Marketing team’s role is to:
• Acquire new members during employers’ open enrollment
• Create customized communications with employer-specific
benefits
About the company

Print costs are high
Challenges & opportunities
Challenges
Find digital solutions
Opportunities
Choosing a health
plan is painful
Reaching prospects
is difficult
Reduce complexity &
increase engagement
Expand reach

The solution: Interactive and Personalized Video
• Delivers an engaging digital
experience without paper
• Videos are customized with each
employer’s health plan details
• Interactive interface allows viewers
to select the plan information they
need most
• Provides valuable insights into our
members’ journey

Viewers are asked questions to help guide them to
the topics that interest them the most

Employees can compare health plans

And get details on medical & pharmacy
benefits, or find network doctors…

And learn about additional programs & services

Channels used to promote the videos
Printed Handout for events Digital
e-mails, website,
geo-targeted ads/social media

The results: Very positive feedback from
employers and employees
Rated
4+ starsLikely to choose
Blue Shield plan
73%

Viewer comments
“I actually feel very
catered to by this
video. I actually really
like this…”
“It’s efficient! I can
find out what I need
quickly and not feel
overwhelmed with
irrelevant info.”
“The video was very helpful in comparing
the two plans and allowed me to
understand that most of my current
benefits are still available under Trio. With
that information (same doctor and same
benefits), I will most likely stay with Blue
Shield and enroll in Trio.”
“This video was
excellent!!!“
“Extremely helpful during Open Enrollment.”

Measurable ROI
Those using the EngageOne Video platform to communicate with their customers are seeing impressive results in a
variety of industry verticals and use cases.
12% increase in retention
among customers who have
viewed their videos.
84% of customers said they
better understand our services
after seeing their videos.
74% of customers feel that we
care about them.
55% of viewers contacted us
after watching their
personalised videos.
76% of customers were highly
engaged with our message for
over 4 minutes.
6x Return on Investment within
the first 6 months.
26

Are you prepared for digital transformation?
27

Engage your customers on their channel of choice

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