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CXYMARKETING
#IgniteB2B
Jason Talbot Managing Director
The Crocodile
@2B2BJasonT
It’s not abstract. It’s very real
CMOS WILL OWN END-TO-END CX BY 2020
86%
SOURCE: EIU THE PATH TO 2020
FOUR STEPS1 / WHY CX MATTERS2 / CX STRATEGY FUNDAMENTALS3 / CX GAME PLAN4 / MAKING THE CX BUSINESS CASE
1 /WHY CX MATTERS
F*CK NO!
Customers conduct a referendum on your brand everyday
FORTUNE 500 COMPANIESMADE SHIFT TO CX STRATEGY
30%
SOURCE: KPMG NUNWOOD
Marketing is not a function, it is the whole business seen from the customer’s point of view.
Peter Drucker1909 - 2005
2 /CX STRATEGY FUNDAMENTALS
Gone are the days of lasting advantage
01SEAMLESS
02ORCHESTRATED
04CONVENIENT
03CONTEXTUAL
05RESPONSIVE
1 / SENIOR MANAGEMENT BUY-IN
2 / CLEAR HANDLE ON THE ISSUE
3 / ADDRESS CREDIBILITY ISSUES
Relationship marketing is a strategy designed to foster customer loyalty, interaction and long-term engagement. It is designed to develop strong connections with customers by providing them with information directly suited to their needs and interests and by promoting open communication.
CUSTOMER PATH
WELCOMEAWARENESS
PURCHASE
CONSIDERATION USAGE
REPURCHASEBUYINGEVALUATION ENGAGEMENT
PROSPECT PATH
CX PATHWAY
3 /CX GAME PLAN
CX is a complex strategy
CUSTOMER MOTIVATIONS
01EXPERIENCES
02EMPLOYEES
04
A SINGLECUSTOMER VIEW
03PURPOSE TECH
05
EMERGING TECH EXPECTEDTO GATHER SPEED IN THE NEAR TERM
Artifical intelligence (AI)Anticipated YoY Growth
+53%
Social listening toolsAnticipated YoY Growth
+31%
Internet of Things (IoT) connected devices Anticipated YoY Growth
+34%
Cutomer identity and access management (CIAM) Anticipated YoY Growth
+30%
Marketing automation platformAnticipated YoY Growth
+31%
Mobile campaign management Anticipated YoY Growth
+30%
SOURCE: SFDC STATE OF MARKETING
4 /MAKING THECX BUSINESS CASE
MORE LIKELY TO REPORTPROFITABILITY
38%
SOURCE: KPMG NUNWOOD
DRIVER OF GROWTH BEYOND NPS:
Positive WOM and advocacyReduction
to price sensitivity
Repurchase loyalty
Lower costof acquisition
2 / Spot signals from business leaders
3 / Gain perspective on existing CX
1 / Reject or accept the CX agenda
7 / Create an action plan
5 / Run internal journey mapping pilot
6 / Use information to spot gaps and issues
4 / Create multi-dimensional view of your customers
CXy Marketing