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Vtex Keynote - Trepoint Optimizing the Customer Journey
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Vtex Keynote - Trepoint Optimizing the Customer Journey
1.
Optimizing the Customer
Journey MAY 31, 2017 By Bill Carmody, CEO of Trepoint
2.
2 INTRODUCTIONS © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com Bill Carmody CEO, TREPOINT The purpose of my life is to be an inspirational leader who solves problems and creates breakthroughs in myself and others. The purpose of Trepoint is to deliver breakthrough marketing and innovation that is as powerful as the clients we serve.
3.
3 BREAKTHROUGH MARKETING Challenge: How
Do You Stand Out at CES? © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
4.
4 BREAKTHROUGH MARKETING 4,000 exhibiting
companies 2.6 million net square feet 180,000 industry professionals …and a shoe string budget © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
5.
5 BREAKTHROUGH MARKETING Not looking
to impress 180,000 — Just 50 © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
6.
6 BREAKTHROUGH MARKETING © 2017
Trepoint, Inc @BillCarmody | bill@trepoint.com
7.
7 BREAKTHROUGH MARKETING Begin with
an insight … © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
8.
8 THE NEW RELATIONSHIP
ECONOMY Digital Darwinism is when the pace of technology innovation is faster than the speed people will adopt valuable new tools. © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
9.
9 INSIGHTS A shift has
occurred … © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
10.
10 INSIGHTS © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com from Transactions
11.
11 INSIGHTS © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com to Relationships
12.
12 TRANSFORMATION A Critical Transformation
in Business © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com Transactions Relationships • Win the sale / Win it now • Advertise, promotions, incentives • Short-sighted / Immediacy rather than intimacy • Win their hearts / Win them forever • Develop connection, understand preferences, deliver experience • Longer-term focus / Loyalty
13.
13 TRANSFORMATION An Alternate Currency ©
2017 Trepoint, Inc @BillCarmody | bill@trepoint.com Transaction Relationship • Win the sale / Win it now • Advertise, promotions, incentives • Short-sighted / Immediacy rather than intimacy • Win their hearts / Win them forever • Develop connection, understand preferences, deliver experience • Longer-term focus / Loyalty Money Time Personal Data
14.
14 THE CUSTOMER JOURNEY Designing
an exceptional experience…. Examining from the consumer's perspective the best means of engaging, interacting and addressing the mental, physical, and emotional journey through all the stages of the relationship lifecycle. Relationship Journey Mapping © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
15.
15 THE CUSTOMER JOURNEY Relationship
Journey Mapping © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
16.
15 THE CUSTOMER JOURNEY Relationship
Journey Mapping ๏ The path to purchase is no longer characterized by the linear marketing funnel © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
17.
15 THE CUSTOMER JOURNEY Relationship
Journey Mapping ๏ The path to purchase is no longer characterized by the linear marketing funnel ๏ Consumers move from one channel or touch-point to another and switch devices to suit their needs © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
18.
15 THE CUSTOMER JOURNEY Relationship
Journey Mapping ๏ The path to purchase is no longer characterized by the linear marketing funnel ๏ Consumers move from one channel or touch-point to another and switch devices to suit their needs ๏ Understanding the different journeys that customers have with your organization and the emotional responses they provoke is crucial to delivering an effective customer experience. © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
19.
16 DIGITAL ENGAGEMENT Why Experience
Matters Customer experience leaders obtain returns up to 77% GREATER their marketing investments than those who give it little importance within their overall market approach. 2015 Watermark Consulting © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
20.
17 THE CUSTOMER JOURNEY Relationship
Journey Mapping © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com 10 20 30 40 50 60 70 80 90 100 0
21.
17 THE CUSTOMER JOURNEY Relationship
Journey Mapping Less than 30% of businesses map customer journeys. © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com 10 20 30 40 50 60 70 80 90 100 0
22.
THE CUSTOMER JOURNEY 18 The Customer Journey ©
2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
23.
THE CUSTOMER JOURNEY 18 The Customer Journey ©
2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
24.
THE CUSTOMER JOURNEY 18 The Customer Journey ©
2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
25.
THE CUSTOMER JOURNEY 18 The Customer Journey ©
2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
26.
THE CUSTOMER JOURNEY 18 The Customer Journey ©
2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
27.
19
28.
19 DISCOVER
29.
20 Consumer Behavior © 2017
Trepoint, Inc @BillCarmody | bill@trepoint.com 93% 88% 70% 58% Use public search engines as the initial point of information discovery Suggest that social channels are influential during the decision-making process Cite consumer opinion as the most trusted source of information Publish their brand/ product experience to ‘protect others’ from a similar experience 60% Will use support forums and discussion groups to inform purchase decisions DISCOVER
30.
21 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com The Customer Journey DISCOVER SEO / SEM Digital Advertising Networks Paid Social Media Campaigns Influencer Marketing Mobile Marketing Campaigns Product Reviews & Ratings
31.
22 Do you know
what your ideal customers are discovering? Is this information helping or hindering their purchase decision? © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com DISCOVER
32.
23 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com DISCOVER How I Came To Be Here With You Today:
33.
23 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com DISCOVER How I Came To Be Here With You Today:
34.
23 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com DISCOVER How I Came To Be Here With You Today:
35.
23 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com DISCOVER How I Came To Be Here With You Today:
36.
23 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com DISCOVER How I Came To Be Here With You Today:
37.
23 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com DISCOVER How I Came To Be Here With You Today:
38.
23 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com DISCOVER How I Came To Be Here With You Today:
39.
23 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com DISCOVER How I Came To Be Here With You Today:
40.
24 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com DISCOVER How I Came To Be Here With You Today:
41.
25 DISCOVER How are your
ideal customers discovering your company? © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
42.
26
43.
26 ACTIVATE
44.
27 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com The Customer Journey ACTIVATE Social Media Listening Social Media Management Content Strategy Offers & Promotions Employee Activation Kits Engagement Playbooks
45.
28 ACTIVATE Engaging with Your
Core Customers You need to learn to tell your story in an extremely cluttered environment. © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
46.
29 ACTIVATE © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com
47.
29 ACTIVATE © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com
48.
30 ACTIVATE Engaging with Your
Core Customers “Cold windy days call for warm, cozy solutions.” © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
49.
31 ACTIVATE Engaging with Your
Core Customers “Finals week survival kit.” © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
50.
32 ACTIVATE Engaging with Your
Core Customers Sometimes your timely tweets are epic and can even steal the show! © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
51.
33 ACTIVATE Finding the Right
Measures Don’t get distracted by measurements out of context. Engagement doesn’t always equal sales. © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com CPMs / Impressions Click Through Rates Banner Ad Views Facebook Likes Twitter Followers
52.
34
53.
34 TRANSACT
54.
35 TRANSACT Drive to Sales Measurements
must include data points at or near the register. © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com RETURN ON INVESTMENT Sales Codes Redeemed Loyalty Program Registrations Coupons Redeemed Rebate Proof of Purchase
55.
36 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com The Customer Journey TRANSACT eCommerce Shopper Marketing Sampling & Promotions Mobile Activation Coupons, Offers & Discounts Loyalty Programs Employee Activation Kits
56.
37 Experience Drives Transaction ©
2017 Trepoint, Inc @BillCarmody | bill@trepoint.com Customers spend an average of 23% MORE when they have established an emotional connection with a brand than customers who have not. 2014 Gallup Survey Data TRANSACT
57.
38 TRANSACT Blend Tried and
True Tactics with Social 1-10% 68% COUPON REDEMPTION INDUSTRY AVERAGE COUPON REDEMPTION WITH SOCIALLY-DRIVEN CAMPAIGNS Socially-driven campaigns have increased redemption rates up to 68% A result of highly-targeted campaigns to a highly-engaged audience. © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
58.
39 TRANSACT Coca Cola’s Share
a Coke Campaign brought social to physical retail stores and back to social again. Blend Tried and True Tactics with Social © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
59.
40
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40 ADVOCATE
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41 ADVOCATE Today, the purpose
of business is to get you customers who get you even more customers. That’s advocacy, and most businesses don’t understand how to create raving fans. Creating raving fans of your product is about doing more for them than they could ever reasonably expect from you. How are you blowing your customers away? Creating Raving Fans © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
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42 © 2017 Trepoint,
Inc @BillCarmody | bill@trepoint.com The Customer Journey ADVOCACY Loyalty / Rewards Programs Surprise & Delight Gamification Community Management Employee Activation Kits Influencer Marketing
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43 ADVOCATE The Power of
Influence Influencer Marketing created $285 incremental sales per 1,000 impressions -nearly 11x the ROI of traditional advertising In a recent study, households exposed to influencer content purchased more than buyers in the unexposed group. © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com AV E R A G E B A N N E R A D S Tap Influence Nielsen Study: Dollar Buying Rate from September 1, 2015-February 15, 2016. $23 B E S T B A N N E R A D S IN FLU E N C E R $4.30 $2.15
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44 ADVOCATE The Power of
Influence Influencer content stays online forever, continuing to perform with earned media value growing at $0 extra investment. The study revealed that the NUMBER OF IMPRESSIONS DOUBLE after the campaign ends. © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com Tap Influence Nielsen Study: Dollar Buying Rate from September 1, 2015-February 15, 2016. $0.00 $7.50 $15.00 $22.50 $30.00 M AR C H APR IL M AY JU N E JU LY AU G U ST SEPTEM BER O C TO BER Traditional Ad Spend Ends Influencer Content Lives on $/$ROI In a recent study, households exposed to influencer content purchased more than buyers in the unexposed group.
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45 ADVOCATE So how can
we deliver even more value than we do today?© 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
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46 How are we
solving real problems for our customers? How are we rewarding their continued loyalty? In what ways are we delivering Surprise & Delight? © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com ADVOCATE
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47 BREAKTHROUGH MARKETING What did
we do at CES to steal the show? © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
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48 BREAKTHROUGH MARKETING Begin with
an insight … © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
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Customer Journey Mapping 49
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50 CUSTOMER JOURNEY MAPPING ©
2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
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51 CUSTOMER JOURNEY MAPPING ©
2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
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52 CUSTOMER JOURNEY MAPPING ©
2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
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The New Relationship
Economy 53
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54 THE NEW RELATIONSHIP
ECONOMY © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com Do you care about them when they have not done a transaction? Transactions Relationships Do you care enough to really get to know them? Do you care more about them than you do about their money?
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55 THE NEW RELATIONSHIP
ECONOMY © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com The customer experience is the next competitive battleground. Jerry Gregoire CIO Dell
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56 THE NEW RELATIONSHIP
ECONOMY © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com By 2020, customer experience will overtake price as the key brand differentiator. Forbes
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57 THE NEW RELATIONSHIP
ECONOMY © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com 89% of companies plan to compete primarily on the basis of customer experience by 2017 Gartner
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Thank You Trepoint.com 58
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Questions? 59
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60 ABOUT TREPOINT Trepoint delivers
breakthrough marketing and innovation that is as powerful as the clients we serve. With a blend of CPG and B2B Enterprise clients, we have consistently cracked the code on our client's customer journey. In doing so, we help you get discovered by your ideal customer, then engage with these customers in the ways that lead them to buy your products and ultimately become raving fans. The purpose of business today is NOT to get customers. Today, the purpose of business is to get customers that get you more customers. We welcome the opportunity to work with you to deliver outstanding marketing programs that matter. © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com NEW YORK KANSAS CITY SAN FRANCISCO Trepoint.com 1.646.867.2252 / bill@trepoint.com
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61 THE STATE OF
DIGITAL Becoming an experience leader is a journey. © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
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62 THE STATE OF
DIGITAL The Digital Engagement Journey © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com
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62 THE STATE OF
DIGITAL The Digital Engagement Journey © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com STAGE 1 Traditional Traditional command and control business operations use one-way communication to drive business outcomes.
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62 THE STATE OF
DIGITAL The Digital Engagement Journey © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com STAGE 1 Traditional Traditional command and control business operations use one-way communication to drive business outcomes. STAGE 2 Experimental Dabbling in social occurs but is disconnected from business operations. Fractured tools, siloed efforts, and disparate measures reign.
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62 THE STATE OF
DIGITAL The Digital Engagement Journey © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com STAGE 1 Traditional Traditional command and control business operations use one-way communication to drive business outcomes. STAGE 2 Experimental Dabbling in social occurs but is disconnected from business operations. Fractured tools, siloed efforts, and disparate measures reign. STAGE 3 Operational Social is more embedded in business operations. Internal training, channel alignment, and campaign integration begin to deliver tangible results.
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62 THE STATE OF
DIGITAL The Digital Engagement Journey © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com STAGE 1 Traditional Traditional command and control business operations use one-way communication to drive business outcomes. STAGE 2 Experimental Dabbling in social occurs but is disconnected from business operations. Fractured tools, siloed efforts, and disparate measures reign. STAGE 3 Operational Social is more embedded in business operations. Internal training, channel alignment, and campaign integration begin to deliver tangible results. STAGE 4 Measurable Engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.
87.
62 THE STATE OF
DIGITAL The Digital Engagement Journey © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com STAGE 1 Traditional Traditional command and control business operations use one-way communication to drive business outcomes. STAGE 2 Experimental Dabbling in social occurs but is disconnected from business operations. Fractured tools, siloed efforts, and disparate measures reign. STAGE 3 Operational Social is more embedded in business operations. Internal training, channel alignment, and campaign integration begin to deliver tangible results. STAGE 5 Fully-Engaged Social engagement and customer experience are part of the organization’s DNA. Breakthrough business results — increased revenue and loyalty—are realized. STAGE 4 Measurable Engagement drives real business results, with systems and tools fully optimized to support confident and competent employees and to more fully harness online relationships.
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63 THE STATE OF
DIGITAL The Digital Engagement Journey A Closer Look © 2017 Trepoint, Inc @BillCarmody | bill@trepoint.com Traditional Experimental Operational Measurable Fully Engaged People and Process Functions are disconnected – in silos. The “owner” of information controls who it’s shared with – there is no opt-in. Mavericks break through, but still no formal teams in place. Empowered centralized team, run by a proven leader. Leaders are driving coordinated initiatives. Central team still exists, but more work being pushed to business units. Execs are bought in. Coordinated teams manage risk and fiduciary responsibilities. More efficient business operations. Readiness and Education Social engagement is not on executive radar. Lots of dabbling in social channels. Focused effort on training and education. Employees are trained, engaged on social channels and competent. Senior execs are leading with customer engagement and are active sponsors of enterprise ideation. Channels and Technology Marketing and customer support only through traditional channels. Email is the primary mode of communication. Social tools are popping up based on function. Shared workspaces are created, but siloed. Social tools being deployed to meet specific business needs. Tools consolidation – editing to amplify efforts. Legacy tools are being replaced – social tools are integrated with key workflows. Systems and tools are optimized. Adoption and impact of social tools is measurable. Business Insights and Analytics Ambivalent to online conversations about the brand. Monitoring conversation in silos. Listening yields implication. Baseline framework for metrics. Improvements in efficiency and impact can be measured. Rigor in dashboards is moving executive numbers. Brand dashboard ties to revenue. Company brings products and services to market more quickly. Activation and Execution Campaigns and programs do not have a customer view. Limited social engagement in campaign planning. Social tools used for promotion purposes. One-way communication from the brand. Social is now a part of the planning process. Influencers are identified. The impact of listening and engaging on social channels causes increase in share of conversation for the campaign. Breakthrough business results – increased revenue and loyalty.
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