eMarketer Webinar: Customer Experience Strategy in an Always-On World

4. © 2016 eMarketer Inc. The number of potential customer channels and touchpoints continues to grow 7+Number of service channels used by more than one-third of internet users worldwide Source: Nice Systems/Boston Consulting Group, Aug. 2015Image Credit: Desbenoit/Noun Project

6. © 2016 eMarketer Inc. Consumers expect frictionless experiences across devices “Consumers expect first-contact resolution for all our problems. You pick up your device and you expect an issue to get resolved right away. From an internal perspective, customers expect everything to work across all devices, platforms and services. For most brands, that’s not easy.” —John Caruso, Partner and Creative Director, MCD Partners

8. © 2016 eMarketer Inc. Brands taking a holistic view on customer experience to meet or exceed expectations “Customer experience is everywhere we touch a customer or they look for us, being present and trying to make the experience as seamless, painless and effortless as possible.” —Bruce Millard, Assistant Vice President, Digital and Customer Experience, Safelite AutoGlass  Provides glass installation services  6,500 retail locations  Distress purchase requires convenient, stress-free experience

10. © 2016 eMarketer Inc. Leading digital companies are raising customer expectations across industries “I don’t think anybody comes to the TruStage website and says, ‘Jeez, this is a much better website than the other insurance company.’ What they’re saying is, ‘This is as good or not as good as Amazon.com.’” —Jesse Shultis, Vice President, Customer Experience and Channels, Cuna Mutual Group  Direct-to-consumer insurance agency for credit union members  Benchmarking the customer experience against leading digital companies like Amazon

11. © 2016 eMarketer Inc. Be careful about making too close a comparison to digitally native companies “One thing that you feel as a customer when you deal with Airbnb or Uber is that you’re dealing with one entity, whereas traditional brands tend to have multiple facets that hit you and don’t talk to each other. … These digital-only companies have it much easier because their footprint is narrow toward digital. They tightly control the customer experience based on those channels.” —Peter Kang, Executive Vice President, Creative, Rosetta

12. © 2016 eMarketer Inc. Businesses need to adapt to changes in how and where people spend their time with media 32.1% 2011 47.3% 2016 Source: eMarketer, Apr. 2016 25.6% Nondigital Digital Mobile Nonvoice Time Spent with Media by US Adults

13. © 2016 eMarketer Inc. More mobile customers requires more mobile experiences “Not only has the number of visitors that we get from mobile increased dramatically year over year, so have storage rentals driven by mobile. … We see people jump between devices, too— from mobile to desktop to back to mobile. Mobile is playing a bigger part in the integrated experience.” —Melissa Burdon, Director of Marketing Optimization, Extra Space Storage  Self-storage rental company with more than 1,300 locations  Mobile plays growing role when buyers have intent to rent, including in-store at point of sale

14. © 2016 eMarketer Inc. Growing customer interactions via mobile makes mobile a key touchpoint for Citi “For Citi, the most important channel is mobile. … From the end of 2014 to the end of 2015, we saw a 25.3% increase in the number of global customers interacting with us via mobile. This shows a seismic shift in the way customers do business with companies.” —Alice Milligan, Chief Customer and Digital Experience Officer, Citi  Global financial firm putting mobile at the center of the experience  Has identified, analyzed the six journeys that represent the top 80% of customer interactions

16. © 2016 eMarketer Inc. Marketers also recognize that customer priorities are shifting 22.7% 20.7% 5.1% 29.0% 27.0% 0.0% Top Priority of Customers According to US Marketing Executives Aug.2013 Feb.2016 Feb.2014 Aug.2014 Feb.2015 Aug.2015 Quality Service Brand Source: Duke University’s Fuqua School of Business, Feb. 2016

18. © 2016 eMarketer Inc. What’s the key to delivering great experiences that reach or exceed customers’ expectations? 1. Strategy (47%) 2. Design (40%) 3. Culture (38%) The cohesive plan, long-term view and executive support for the future of our customer Having well-designed user journeys that facilitate clear communication and a seamless transaction A cross-team approach with the customer at the heart of all initiatives Source: Econsultancy/Adobe, Dec. 2015

19. © 2016 eMarketer Inc. Concept of customer experience is ambiguous, requiring structure, planning and prioritization “Customer experience has this broad, big viewpoint, and I think that’s actually one of the reasons why [those of us in that area have] sometimes struggled in organizations.” —Frank Eliason, Head of US Digital and Customer Experience, Zeno Group

20. © 2016 eMarketer Inc. A multichannel or single view of the customer is often the goal of customer experience efforts “By the book, customer experience is the sum of all customer interactions across all touchpoints throughout the customer journey. But on a more practical level, customer experience is really a better lens through which organizations are taking more of a multichannel view of the relationships they have with their customers.” —John Caruso, Partner and Creative Director, MCD Partners

22. © 2016 eMarketer Inc. Brands developing their customer experience strategy should pursue low-hanging fruit “Deal with your trust issues first. Look at how you fix things when they go wrong. Look at how you set and reset expectations.” —David Conway, Director, KPMG Nunwood “For a client who has a loyalty or a CRM program, the low-hanging fruit is to make that stuff work really well.” —Peter Kang, Head of Creative, Rosetta

24. © 2016 eMarketer Inc. Marketers taking on the mantle of defining, delivering on their customer experience strategy  High levels of customer engagement almost on equal footing with brand awareness for marketing leader priorities worldwide

25. © 2016 eMarketer Inc. Wide range of marketers’ responsibilities related to supporting customer experience functions 67% 72% 72% 73% 74% 76% 76% 77% 78% 83% 90% Call center Operational emails In-store Operational mobile messages Customer service responses on social media Promotional communication and messaging Collecting reviews and customer feedback Integrating the customer experience across channels Loyalty program Media advertising Consistent brand messaging Areas for which enterprise senior-level marketers worldwide are responsible Source: Experian Marketing Services, Nov. 2015

28. © 2016 eMarketer Inc. Attaining coveted single customer view remains out of reach for client-side marketers worldwide  13% of client-side marketers worldwide currently have a single customer view implemented  15% have it as a budgeted priority  29% say it’s a priority but not budgeted  41% say it’s in discussion but not a priority Source: Econsultancy/Adobe, Nov. 2015

30. © 2016 eMarketer Inc. Measurement is key to understanding whether or not strategy is working  Another area with room for improvement  Only one in 10 US marketers polled could measure customer experience extremely well

31. © 2016 eMarketer Inc. One prohibitive factor for enterprise companies: marketing team structure broken out by channel Fully integrated 40% Somewhat integrated 41% Broken out by channel 19% Small Business Fully integrated 29% Somewhat integrated 45% Broken out by channel 26% Midmarket Fully integrated 15% Somewhat integrated 27% Broken out by channel 58% Enterprise Source: Experian Marketing Services, Nov. 2015

32. © 2016 eMarketer Inc. Siloes and lack of coordination can derail customer experience initiatives “When [marketers] work in all of those siloes, one thing they do in one of those siloes actually has a dramatic effect in the other areas of their business. They’re making changes in an effort to fix the customer experience and they might actually be clobbering the other teams.” —Susan Ganeshan, CMO, Clarabridge

33. © 2016 eMarketer Inc. Marketers anticipate strategic changes by 2020 Currently By 2020 Source: Economist Intelligence Unit/Marketo, Feb. 2016 Focusing on customer loyalty and relationships Focusing on customer acquisition Pioneering new and emerging technologies to engage our audience Adopting a mobile- and social-first approach to major marketing campaigns Branding and customer experience Becoming a data-driven marketing organization Bringing new skill sets into the marketing department (e.g., data scientists) 45% 39% 45% 39% 35% 37% 28% 30% 19% 19% 18% 20% 11% 15%

35. © 2016 eMarketer Inc. Brands define dedicated roles to focus on the customer experience 56%US marketers whose company currently has roles related to customer experience Source: Association of National Advertisers (ANA), Aug. 2015 Emerging customer experience executive roles  Chief Experience Officer  Chief Customer Experience Officer  Chief Customer Officer  Head of Customer Experience  Vice President of Digital Experience  Director of Channels

36. © 2016 eMarketer Inc. There is some skepticism about dedicated customer experience roles within brands “Frankly, I think that the customer experience is a distributed need. … It’s an attribute that everyone needs to be thinking about.” —Mohan Ramaswamy, Strategy Partner, Work & Co “I wonder whether or not that’s more of a reaction to an organization that has not been customer-centric.” —John Caruso, Partner and Creative Director, MCD Partners

37. © 2016 eMarketer Inc. But with right structure and authority, it can help a company ensure they focus on the customer “When they can get behind a chief customer officer or a chief experience officer as a way to try to create a more integrated experience … that’s a definite step forward.” —David Worth, Head of Strategy, Rosetta “Putting the decision- making authority in the place where people can make decisions that improve the customer experience [is important].” —Bruce Millard, Assistant Vice President of Digital and Customer Experience, Safelite AutoGlass

39. © 2016 eMarketer Inc. The rise of the Chief Data Officer as the overseer of customer experience analytics? “More and more we are seeing that there is an emerging role: the CDO, or chief data officer. The CDO is responsible for ultimately analytics and the data strategy. They should and will have prioritization authority over system-level changes.” —Tim Friebel, Product Marketing Officer, ClickFox

41. © 2016 eMarketer Inc. A customer-obsessed culture is critical for meeting and exceeding heightened expectations “[Customer experience] all starts with the way we treat our people and then the way we ask them to treat our customers.” —Bruce Millard, Assistant Vice President of Digital and Customer Experience, Safelite AutoGlass “Culture is everything … having a philosophy around customer- centricity, which is something you really can’t fake in an organization.” —John Caruso, Partner and Creative Director, MCD Partners

42. © 2016 eMarketer Inc. Experience ingrained in the culture from the start “On Fridays, we invite the rest of the company to sit with us and observe what the team is doing. It’s a social atmosphere. There’s a lot of back and forth, [and] it certainly highlights what we’re seeing to the rest of the company. There’s more general customer knowledge passed around.” —Andy Kazeniac, Director of Customer Experience, Drizly  On-demand beer, wine and liquor delivery service launched in 2013  Started to carve out customer experience function from its start  Group works directly with product team

43. © 2016 eMarketer Inc. An amazing experience is a conduit for eliciting the right set of emotions in customers “These companies need to know who they are. It’s not just about creating this amazing experience. It’s about knowing who your customer is and how you make them feel.” —Frank Eliason, Head of US Digital and Customer Experience, Zeno Group

44. © 2016 eMarketer Inc. Key Takeaways  Leading digital companies are raising the bar when it comes to experience, with many brands following.  The concept of customer experience is broad, requiring brands to develop a clear strategy involving measurement, analysis and iteration.  Client-side marketers are increasingly driving customer experience initiatives across an organization.  An array of roles specific to customer experience are being carved out at brands large and small.  A culture of customer obsession is critical to helping companies meet and exceed lofty expectations.

45. Marketo Overview Renata Bell Sr. Product Marketing Manager, Marketo

46. Page 46 Todays World 2900 Marketing Messages Per Day 50 We Recognize 4 We Remember

47. Page 47 And Demand a Personalized Experience 87% of people demand a meaningful brand experience (Edelman Consulting, 2014)

48. A Transformation in Customer Engagement Mass Marketing Focus on the message Transactional Marketing Focus on the upfront transactions Engagement Marketing Focus on long-term relationships

49. Marketo Company Overview #1 independent marketing platform: • Innovative digital marketing platform • Fastest growing marketing technology company • Customer system of record, 1B leads, 220B+ activities Top rated by Analysts including Gartner, SiriusDecisions and Forrester Marketing First • Helping marketers master the art and science of digital marketing • Unparalleled expertise 4,300 customers across 25 industries in 46 countries

50. © 2016 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Bryan Yeager Customer Experience Strategy in an Always-On World  The Customer Experience Mandate: Brand Strategies to Meet and Exceed Customers' Always-On Expectations  The Changing Path to Purchase: What It Means to Add Mobile to the Mix  Marketing Technology: The Six Developments That Matter the Most in 2016  Making Multichannel Marketing Work: Four Tactics Required for Omnichannel Success (Publishing June 2016)

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