ENGAGING THE DIGITAL CUSTOMER - Moxieresources.moxiesoft.com/rs/moxiesoft/images/Engaging the Digital... · ENGAGING THE DIGITAL CUSTOMER ... and outlook into everything we do internally

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ENGAGING THE DIGITAL CUSTOMER

WITH PAUL GREENBERG

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Speaker

Paul Greenberg,President,

The 56 Group, LLC

Customer Engagement: 2014 and beyond

CRM in an era of digital transformation

An era of digital transformation begins.

As era of social customer ends.

Impacts all institutions.Business among them.

Digital communications revolution

How we create, distribute, consume information has been irrevocably changed

Information is transformed

“What is transpiring is

momentous, nothing less than

the planet wiring itself a new

nervous system.

If your organization is not linked

into this nervous system, you will

be hard pressed to participate in

the planet’s future...”Geoffrey MooreAuthor, Crossing The Chasm

“Amidst the texting and the

Twittering and Facebooking of a

generation of digital natives, the

fundamentals of next generation

communication and collaboration

are being worked out.”

The digital customer

Who is the digital customer?

Savvy using social channels.

Trusts differently than used to.

Communicates with peers.61% find peers most trusted source [Edelman 2013 Trust Barometer]

Communicates with companies.

Gets what they want.20% use Twitter for customer service [Colloquy]

Social. Mobile. Local. Omnichannel.

Expects immediate response. Or nearly so.

Expects information available nearly instantly when

searching.

Increases velocity of consumerization of work.

Active participants in affecting change by using social

networks.

TrustKey element of the

relationship.Listen to customer needs and

feedback.Trust in companies is #1 concern of public.[Edelman 2012 Trust Barometer]

High quality goods and services

offered.

Treats employees well.

Customers placed ahead of profits.

Global Faces on Networked Places . March 2009

Communities and blog sitesFastest growing sector for internet use.5.4% in a year.

Member communitiesReach more internet users than

email.66.8% vs 65.1%.

conversation prism[ Source: Brian Solis ]

Omnichannel

=

Perception gapbetween consumers and businesses.

Consumers’ ranking Businesses’ rankingReasons for interacting

with companies via social sites

Reasons they think consumers follow them via social sites

Perception gap

Discount (61%)

Purchase (55%)

Reviews & product rankings (53%)

General information (53%)

Exclusive information (52%)

Learn about new products (51%)

Submit opinion on current products/services (49%)

Customer service (37%)

Event participation (34%)

Feel connected (33%)

Submit ideas for new products/services (30%)

Be part of a community (22%)

IBM Institute for Business Value: From social media to Social CRM

Learn about new products (73%)

General information (71%)

Submit opinion on current products/services (69%)Exclusive information (68%)

Reviews & product rankings (67%)

Feel connected (64%)

Customer service (63%)

Submit ideas for new products/services (63%)

Be part of a community (61%)

Event participation (61%)

Purchase (60%)

Discount (60%)

Customer intimacy is

foremost on CEOs’ minds.

88% of all CEOs, and an

outstanding 95% of

Standouts, picked getting

closer to the customer as the

most important dimension to

realize their strategy in the

next 5 years.

These CEOs are convinced

they must not only stay

connected (or reconnect) with

customers, but keep on

learning how to strengthen

those bonds.CEO Study 2010 . IBM Institute for Business Value

Customerengagement

Era of customer engagement

Customer engagement is

top of mind

Social channels are part of

omnichannel strategy.

Customer engagement in top ten priorities –

56% . [McKinsey, 2014]

Beyond experimentation in social media to fully

integrated omnichannel perspective.64% of companies are beyond experimental

stage

(integrated channels, multi-channel, cross-

channel)[State of Social 2011, eConsultancy]

Customer engagementa major concern

Source: Bluewolf Consulting

60 percent of respondents said customer engagement top priority

AND

84 percent believed customer engagement would overtake productivity as their

company's primary driver of growth.

In a survey of a large technology

vendor’s customers…

Not

Not marriage.

Not advocacy.

Not loyalty.

What is it?

Not unidirectional.

Not determined by the

amount of time or effort a

customer makes.

Not consistently the same

level.

Not

What is it?

PVC

EVC

Vendors/

Suppliers

Friends Family

Everything

Else

Going On

Other

Companies

External

Agencies

Partners/

Channels

EVC

Company

Part of personal value chain intersects

enterprise value chain Customer

Proactive involvement.[Peppers & Rogers]

“(Online engagement) is an

estimate of the degree and depth of

visitor interaction on the site against

a clearly defined set of goals.”[Eric Petersen]

What is it?

What is it?The ongoing interactions between

company and customer, offered by the

company, chosen by the customer

Customers choose channels they engage

in.

PVC

EVC

Vendors/

Suppliers

Friends Family

Everything

Else

Going On

Other

Companies

External

Agencies

Partners/

Channels

EVC

Company

Part of PVC Intersects EVCCustomer

Engagement levels vary.Casual to intense.

Infrequent to frequent.

Changes moment to moment.

Era of customer engagement

Customers self-selects.

They look for highly

personalized interactions.

Customer has products, services, tools and

consumable experiences to sculpt the kind of

experience and the level of engagement they want to

have with companies.

They want to feel valued.

They want to know that you “know”

them w/o talking to someone

necessarily.

The company side of theengagement story

Company concerns

Experience.Making experience seamless regardless of

channel.

Expectations.Recognizing the customer will be expecting the

best results s/he had in all channels.

Costs.Knowing costs of trying to provide all that a

customer wants is incredibly high.

Priorities.How to prioritize the channels offered.

Knowledge.What is it that we need to know about the customer

(or groups) that helps us make those decisions?

. Transactional

. Unstructured

Company preparation

Expectations.Meet customer expectations, if reasonable.

Reactions.Don’t react to everything.

Relationship.Treat customer as a partner, not a client.

Involve customer as extension of company

(community retailing).

Resource.Resource customers to sculpt their

relationship with you.

Value.Recognize customers and your idea of

value are not the same.

Important channels.Provide most important channels to

customers, not necessarily all of them.

Systems of record

Needs to:

Record transactions.

Automate operational processes.

Capture data.

Analyze data.

Scale appropriately.

Systems of engagement

Integrate with systems of record.

Systems that encourage customer

involvement with company at level that

customer chooses.

Based on:

Interactions.

Collaboration.

Community.

Rich media.

Usability.

Open access.

Immediacy.

Insight and analysis.

Bad customer engagementBad use of gamification by the otherwise popular GetGlue.

I thinkRadiohead

sucks!

The Philadelphia

Flyers

Delivering the engagement

The overarching strategy Engage the fans all ways Know each fan’s individual

to customize accordingly Measure, measure,

learn, learn Use all channels but focus

interaction, not the channel

Two programs How You Doin’? Early Birds

Flyers’ Fan

Engagement

Program

“The How You Doin’? Program is the culture of this

organization. We are always making sure that we aren’t just

implementing software, but are embedding the philosophy

and outlook into everything we do internally and externally.”

- Shawn Tilger, SVP Business Operations, Philadelphia Flyers


How You Doin’? Program All staff at both HQ and Wells Fargo Center

Greet everyone who comes into stadium

Answer questions for all comers

To go above and beyond for customers

Staff are rewarded for their success at

experience

Can be nominated by fans

Get prizes and bonuses

Help drive renewals


How You Doin’ - Facebook How You Doin’ – Linkedin


87% of all fans greeted

97% were highly

satisfied

Doin’

Fine!


Cool or not, this is still a

business decision that needs to

see a return

Went to incentives based

program


The Early Bird Game Plan: Seasons Ticketholder Renewals

& Acquisitions Client development department

Account reps assigned hundreds of accounts each

Interact with seasons ticketholders via channels they communicate

social, mobile

Use Turnkey to analyze all season ticketholders

Likelihood to renew

10 categories of criteria

5-star system

All renewals loaded into system with profiles and ratings


The spot event – 2-3 stars1. They book the Hall of Fame

Fargo Center for happy hour2. Season’s ticket holders event3. From ice cream, to ice cream,

snacks4. Renew today


The engagement Customers felt that they were getting

room that also reminds them of the team’s

history.

They get food and drink – which really isn’t a

combination makes the wavering ticket

“You don’t have to have luxury, you only have

luxurious.”



The Results?From 2010 through 2012, seasons ticket renewals were up

the previous year.


The Steps1. Develop an engagement strategy

2. Define what you’re going to need to do and to have

3. As you get what you need to have, start doing what you need to do

4. Flyers case1) Strategy

2) Using the channels that make sense and provide a return

3) Customer knowledge – KEY segment: KEY individual

4) Designing the experience

5) Training for staff

6) Compensation for staff – reinforcement of the strategy

7) Be clear on ROI or outcome

8) Implement


In summary

Communications revolution.The communications revolution has transformed business.

Engagement at the ready.Customer engagement is at the center of customer facing

programs and strategies.

Digital customer.We have a different kind of customer - a digital customer - but

s/he is still a customer.

Experience and partners.Our customers should be subjects of an experience and

partners, rather than objects of a sale and clients.

Omnichannel strategy.In order to acquire and retain customers, we need to have a

omnichannel strategy - with selected channels.

Golden rule.The key is to provide the products, services, tools and

consumable experiences that the customer needs to sculpt

their own relationship with you.

Systems of engagement.To do so, since we have transformed how we communicate,

we need to enhance our current systems of record with

systems of engagement.

the56group.typepad.com

@pgreenbe

Paul Greenberg Author.

CRM at the Speed of Light (4th Edition)

Managing Principal.

The 56 Group, LLC

Managing Partner/CCO.

BPT Partners

EVP.

National CRM Assn.

Named to CRM Magazine CRM Hall of Fame 2010

Named #1 CRM Blogger 2005, twice in 2007 by

TechTarget

and InsideCRM & InsideCRM 2008, Forecasting Clouds,

2010

Blog.

the56group.typepad.com

Social CRM: The Conversation.

blogs.zdnet.com/crm

Email.

[email protected]

Twitter.

twitter.com/pgreenbe

Facebook.

facebook.com/pgreenbe

Google Voice.

571-229-7549

Proprietary & Confidential

ENGAGEMENT THROUGHOUT

THE CUSTOMER JOURNEY

Prescott Wright,

Product Manager


THANK YOU

• Session recording and presentation will be sent

via email tomorrow.

• Contact Us

• [email protected]

• +1.800.474.1149

• www.moxiesoft.com

Documents

ENGAGING THE DIGITAL CUSTOMER - Moxieresources.moxiesoft.com/rs/moxiesoft/images/Engaging the Digital... · ENGAGING THE DIGITAL CUSTOMER ... and outlook into everything we do internally