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3
And Move Towards
‘Sense & Feel’ Engagement
Marketing Approach
Companies Need to
Move Away from
‘Market & Sell’
Speaks To The Individual, Not The Masses
6
% of Customer Base
Focused on Comfort
Focused on Convenience
Embrace Technology
High Engagement with Brand
10% 40% 35% 15%
Leisure Business Family Special Needs
Persona-Specific
Campaigns
People Don’t Buy What You Do…They Buy Why You Do It.
9
WHY
100% of us know what you do
Most can articulate the value
proposition/ differentiator
Few know and understand
“the why”
It’s NOT to make a profit.
It’s the purpose, cause, belief,
of why your organization exist
Emotional Drivers that Help Drive
Customer Action
o Curiosity – helps drive exploration and clicks; something critical for emails, landing pages, banner advertisement
o Anxiety – initiates a feeling of missing out, which can trigger an impulse purchase
o Happiness and Surprise – drives sharing, as seen through many successful social media campaigns
o Sadness – helps us connect, empathize, and do an act of kindness or donate time
o Desire and Inspiration – suggests ideal self-image; helpful for catalogs, e-stores, and product images
o Challenge – fuels competitive edge, which will trigger actions such as donating money or dumping ice cold water on your head
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Waiting On Hold
13
Hunting & Searching IVR Frustration
We’ve All Been There…
Customer Experience has to be Integrated and Not Disjointed
Customers Expect Onmi-Channel Integration
15
Capture and build into
predictive model for future
communications.
Channel Analytics
Executives are going to turn their attention to mobile metrics and analyze how they compare to other channels.
o Number of users
o User engagement (session length, session interval, time in app, screen flow, first touch resolution),
o Conversion rates
o Acquisition rates
o Retention (ie. Starbucks loyalty card)
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CURRENT CUSTOMER & PROSPECT DATABASE
Use Predictive Analytics to Learn Which Customers Need Your Attention & Why?
Analyze & Identify Personas – Based on history, habits, preferences
LIKELY TO
CHURN Mary
Marketer
Sam
Sales
Oscar
Operations
• Focused on ways to attract
new customers when using the
software
• Cares most about conversion
of customers when using the
software
• Focused on finding ways to be
more efficient when using the
software
Proactive Alerts
22
o Data Usage Overage you
can text an alert and then
trigger a phone call to advise
o Order Status
o Flight Delays
o School Closed
o Potential Fraud
o Maintenance Scheduled
o Subscription is due to expire
Employee Engagement
o The ability to deliver a
differentiated experience is
contingent on the
company’s culture that
empowers it
o Creating an emotional
connection with
employees will teach them
to deliver that same kind
of connection to
customers 24
Be Able to
Train Front Line
o Empathy
o Feeling how the customers feels
o Listening with the intent to understand, not to be understood
……Logging these feelings and combing analytics will help determine what’s the right future marketing and service messages
Capture
Interactions
26
Online Searches
• Browsing behavior
• Product preferences
• Location
Community Forum
• Q&A
Log all engagements, create a
customer score Triggers a proactive call to help, immediately building rapport,
personalizing experience
Marketers Need To Focus On Becoming A Loyalty Brand
Not Just A Brand With A Loyalty Program
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“I LOVE the Brand! I love everything about it – I like the
coffee. I like the baristas. I like the environment. I like the
food. I like the feel of being there. The experience is hard to
replicate! Will not be purchasing my coffee anywhere else!”
A Value Prop that is Not Reliant on Offering a Discount
Rather one that Fulfills Needs, and Makes the
Customer Feel Recognized & Valued.
29
Thank you!
30
Read the original article at http://bit.ly/1KEcQOF
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