Track 1 - 5 key principles of engaging digital customer experiences in Professional Service Firms
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Find out how leading professional service firms are applying these principles to improve client engagement.
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Track 1 - 5 key principles of engaging digital customer experiences in Professional Service Firms
- 2. A global digital marketing and technology agency focused on customer experience
- 3. Unique Marketing Technology expertise Our breadth and depth of expertise across the Martech eco- system is unmatched Industry Experience Deep expertise in professional services as well as Manufacturing, Financial Services, Insurance, CPG, High-Tech and Professional Services. B2B Marketing Experts Deep expertise in the B2B marketing. Work for 45 Fortune 500 companies. Philosophy Push the envelope. Nimble. Inch wide and a mile deep. Serious about our work, but we don’t take ourselves seriously. At a glance
- 4. A new client has emerged
- 5. Anew client has emerged always-on, always- connected and informed journey is dynamic and cross channel has little attention
- 6. Sure, we communicate with clients
- 7. Marketing is failing to engage clients
- 8. 94% of customers have discontinued communication with a company because of irrelevant messages (source: Blue Research)
- 9. MARKETING
- 10. 9 9 6 principles of CX 1. Focus on the customer 2. Integrated Customer Experience Platform 3. Single view of the customer and cross-channel insights 4. Contextual experiences 5. Multi-channel content marketing 6. Simplify
- 11. 10 10 6 principles of CX • Focus on the customer
- 12. “Now to be truly competitive your company must become customer obsessed, which means you need to have deep knowledge of and engagement with your customers.” Winning in The Age of The Customer Forrester Research Inc
- 14. 13 6 principles of CX Integrated Customer Experience Platform
- 15. Marketing technology must work in symphony
- 16. Breakdown siloes
- 17. 16 Flying blind due to lack of insights Explosion of marketing technology
- 18. Integrated Customer Experience Platform
- 19. 18 6 principles of CX Single view of the customer and cross-channel insights
- 20. Most marketers are flying blind.
- 21. Single view of the customer is key to contextual marketing
- 22. Measuring engagement Cold Hot Too late
- 23. 22 6 principles of CX Contextual experiences
- 25. 24 6 principles of CX Multi-channel content marketing
- 26. COPE to engage clients
- 27. 26 6 principles of CX Simplify
- 28. For the client…
- 29. And for the marketer
- 30. TECHNOLOGY Orchestrate the customer journey Unknown Person Sees Brexit story on social media Sees article on website Is served the next interesting article Subscribes Becomes Known Receives Brexit email on mobile device Share network on social media Invited to Event Partner recognize interest Engages with prospect Search delivers next article Subscription Center manages profile Capture engagement in CRM Anonymous profile created and client is segmented Profile is matured Personalized and Dynamic content
- 31. All for this one moment
Editor's Notes
- Thank you all so much for coming. I see a lot of familiar faces. I’m excited to speak to you about how customer experience with all the marketing that you do is a strategic differentiator.
- We solve marketing problems with technology.
- The focus on CX is really driven by the emergence fo a new type of client.
- The new client expects you to engage with her on her terms..wherever she is.
- Yeah marketers communicate with clients, but it’s a one size fits all approach…
- That isn’t working..
- What it leads to is disengagement.. Show of hands…no returning visitors, high bounce rates, high unsubsribes
- So, how do we make marketing great again. We need to take step back and think abou..
- Working across so many b2b organizations, I believe it comes down to a few key thigns
- See hubspot presentation number for example from shutterstock https://www.linkedin.com/pulse/5-principles-delivering-great-b2b-customer-rahul-khosla?trk=mp-reader-card
- To focus on the customer means to know your customer
- As your customer engages with you on your website, social media, mobile..your marketing technology should work in symphony to engage the customer
- But its difficult..if your not familiar with the marketing technology landscape..scott brinker produces it to track technologies in your landscape. From around a 1000 it has grown to over 4000 and he recently discovered 1900 companies were still missing.
- An integrated eco-system allows you to capture a single view of the customer by gathering cross channel insights to allow marketers to optimize and orchestrate personalized and relevant experiences across channels
- See hubspot presentation number for example from shutterstock https://www.linkedin.com/pulse/5-principles-delivering-great-b2b-customer-rahul-khosla?trk=mp-reader-card
- Show of hands..how many of you measure and score customer engagement or lead scoring.
- You need bring everything into a single view.
- Then figure out what leads work what don’t and then go after them at the right time.
- With an integrated eco-system and a single view..you can deliver contextual experiences.
- Think about how amazon’s experience feels versus the ones that PS firms provide..the client feels like going to a site with a shovel..
- That’s not enough. They wont come to you, you have to go to them.
- Your tech should enable you to get your content out to wherever the client is.
- Finally it needs to be simple
- Ofcourse for the client…
- But also for the marketer.