Digital for Customer Engagement - Biju Bhaskar

DIGITAL FOR CUSTOMER ENGAGEMENT

All views expressed here are my own and do not reflect my employer's views in any way

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The web has become the primary channel for conducting businesses and even managing our own lives

The web has also evolved to include important new channels like mobileand social, and interactive and on-the-go online experiences

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This has created customers who have choices than ever before

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New Age Customers..

• Have more choices

• Have more Influence

• Have greater control over their relationships with brands

This new environment poses many challenges for businesses when it comes to engaging and connecting with their customers

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Delivering engaging customer experiences will drive sales and long term loyalty

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So, what are the characteristics of a truly engaging digital customer experience?

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(1) Personalization (3) Mobile

(4) Multi channel(2) Social

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(1) Personalization

77% of customers have made additional online purchases based on personalization recommendations

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77%

Delivering a one-size-fits-all digital customer experience is no longer acceptable or particularly effective

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Companies should develop personalization approaches based on requirements and data availability

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(2) Social

40% of customers factor in facebook recommendations when making purchasing decisions

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40%

Visitors expect to participate and contribute on your web presence and to also share aspects of that experience with their social networks

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Though user-generated content like comments, reviews or ratings, the engaging digital customer experience now requires plenty of opportunities for social interaction

Social media enables targeted marketing responses at individual touch points along the consumer decision journey

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SOURCE: McKinsey Quarterly

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(3) Mobile

77% of customers have used mobile phones to research product and services

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77%

The ubiquity of mobile devices means that an engaging digital customer experience is also an increasingly mobile experience

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SOURCE: NBC News

This requires mobile enablement of the web presence..

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Ideally reusing…Existing web content and sites, reformatted and optimized for delivery to thousands of different mobile phones and tablets for anytime, anywhere engagement

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(4) Multichannel

78% of customers use two or more channels during their purchase process

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78%

The engaging digital customer experience is a connected and consistent experience across channels

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Over the course of their relationship with your brand, may go online to browse, search, make purchases, or service their accounts and a number of different technologies may be involved in supporting these different types of interaction.

Your goal should be to create a connected, seamless and consistent customer journey, by integrating the different technologies involved in delivering the customer experience.

Closing Thoughts…

• Excellent digital customer engagement is science and art

• Look outside-in from a customer perspective

• Key is to deliver relevant answer to questions consistently across channels

THANK YOU

email: biju.bhaskar@mckinsey.com