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Capabilities needed to personalize an online experience over time.
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Customer Lifecycle ManagementCapabilities needed to personalize an online experience over time.
Created by: dirk shawwww.dirkshaw.comdirk@dirkshaw.com
Customer acquisition...Increasing conversion…
Reducing churn...
You interested?
Forrester recently surveyed 221 marketing technology decision-makers and influencers to discover their priorities and plans for technology adoption in 2007. Respondents resoundingly agree
that improving customer experiences is their top technology
theme — in particular, improving online experiences.
Three reasons to invest in Customer touch point management
An increase of customer loyalty of 1 percent is equivalent to a 10 percent cost reduction (source: Bain & Co.)
The probability of selling to a new prospect is only 5 percent to 20 percent while the probability of selling to an existing customer is 60 percent to 70 percent (source: Marketing Metrics)
Customer loyalty accounts for 38 percent of margin, 40 percent of revenue growth and 38 percent of shareholder value (source: Accenture Research).
Save Money
Increase sales
Grow Profitability
TargetAcquire
Onboard
Serve
Grow
Retain
Customer Engagemen
t
Customer Lifecycle
Personalize the experience a customer has with you over time
Target: Deliver the right message at the right time to the right channel
Phase 1: Recognize:- Brand management- Content Targeting- Customer Segmentation
Phase 2: Anticipate- Email marketing- Site marketing- Geo targeting
Phase 3: Engage-A/B Testing- Predictive offers- Mobile Marketing
Target: Deliver the right message at the right time to the right channel
Phase 1: Recognize:- Brand management- Content Targeting- Customer Segmentation
Phase 2: Anticipate- Email marketing- Site marketing- Geo targeting
Phase 3: Engage-A/B Testing- Predictive offers- Mobile Marketing
Customer Engagemen
t
Customer Lifecycle
TargetAcquire
Onboard
Serve
Grow
Retain
Personalize the experience a customer has with you over time
Acquire: Persuade the customer that you will meet and exceed needs
Phase 1: Recognize:- Offer Management- Persuasive content architecture
Phase 2: Anticipate- Community - Recommendations- *Scenario management- Rich media
Phase 3: Engage- *Behavioral Targeting- Instant Messaging
Acquire: Persuade the customer that you will meet and exceed needs
Phase 1: Recognize:- Offer Management- Persuasive content architecture
Phase 2: Anticipate- Community - Recommendations- *Scenario management- Rich media
Phase 3: Engage- *Behavioral Targeting- Instant Messaging
Customer Engagemen
t
Customer Lifecycle
TargetAcquire
Onboard
Serve
Grow
Retain
Personalize the experience a customer has with you over time
Onboard: Convert prospects into customers
Phase 1: Recognize:- *Commerce- *Merchandising
Phase 2: Anticipate- *Product configurations- *Rich Visualization
Phase 3: Engage- Guided Selling- Contract Management
Onboard: Convert prospects into customers
Phase 1: Recognize:- *Commerce- *Merchandising
Phase 2: Anticipate- *Product configurations- *Rich Visualization
Phase 3: Engage- Guided Selling- Contract Management
Customer Engagemen
t
Customer Lifecycle
TargetAcquire
Onboard
Serve
Grow
Retain
Personalize the experience a customer has with you over time
Serve: Allow customers to self serve in a collaborative environment
Phase 1: Recognize:- Account Management- Customer Feedback- Ratings
Phase 2: Anticipate- Issue resolution - Real time alerts
Phase 3: Engage- Click to call- Innovation management
Serve: Allow customers to self serve in a collaborative environment
Phase 1: Recognize:- Account Management- Customer Feedback- Ratings
Phase 2: Anticipate- Issue resolution - Real time alerts
Phase 3: Engage- Click to call- Innovation management
Customer Engagemen
t
Customer Lifecycle
TargetAcquire
Onboard
Serve
Grow
Retain
Personalize the experience a customer has with you over time
Grow: Deepen your relationship with your customer base
Phase 1: Recognize:- Online Community’s- Special Pricing
Phase 2: Anticipate- Cross Sell - Lifecycle dialogs
Phase 3: Engage- Sales dashboards- Event based workflows
Grow: Deepen your relationship with your customer base
Phase 1: Recognize:- Online Community’s- Special Pricing
Phase 2: Anticipate- Cross Sell - Lifecycle dialogs
Phase 3: Engage- Sales dashboards- Event based workflows
Customer Engagemen
t
Customer Lifecycle
TargetAcquire
Onboard
Serve
Grow
Retain
Personalize the experience a customer has with you over time
Retain: Reduce your customer churn
Phase 1: Recognize:- Enhanced content-
Phase 2: Anticipate- Event based dialogs - Knowledge Base- Expert location
Phase 3: Engage- Click to call- Instant messaging
Retain: Reduce your customer churn
Phase 1: Recognize:- Enhanced content-
Phase 2: Anticipate- Event based dialogs - Knowledge Base- Expert location
Phase 3: Engage- Click to call- Instant messaging
Customer Engagemen
t
Customer Lifecycle
TargetAcquire
Onboard
Serve
Grow
Retain
Personalize the experience a customer has with you over time
Thoughts?
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