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#CNX16
Do You Know Your Customer? Tips & Tricks for Best in Class Lifecycle Marketing
Kandice Carlson Manager, Strategic Services
[email protected] @kandicecarlson
What We’ll Cover Today
Quick Overview of Strategic Services
Exercise to Identify Your Customer Lifecycle Stages
Tools to Help You Build Your Roadmap
1 2 3
Today’s marketplace demands a new approach
Evolving brands, technologies, & agencies
Consumers shaping the market
Successful brands understand a customer’s journey.
Disrupted business models
Data Science
Creative
Strategy Deliverability
Strategic Services Aligning overall business strategy with technology and operations
to deliver customer-centric journeys that drive business results.
Unique Versatility • top technology & teams
• dynamic customer base
• expertise and focus
• flexibility
Flexible Engagement Model
full service AGENCY
collaborative PARTNER
guiding CONSULTANCY
Incredible Customer Success
#CNX16
Let’s Talk Lifecycle
Lifecycle Stages to Consider
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
Invite customers to connect
with your brand.
Make a good first impression, establish the relationship, and
set the stage for future communications.
Provide value that turns customers into loyalists and brand enthusiasts.
Build loyalty by recognizing your best
customers and treating them with care.
Don’t give up on the unengaged subscriber.
A Lifecycle Is Not One Size Fits All
AWARENESS CONVERT ONBOARD SERVE GROW
PLAN BOOK PRE-TRIP IN-TRIP POST-TRIP
BROWSE PURCHASE POST PURCHASE RETENTION ADVOCACY
Define Your Customer’s Moments that Matter Consider all the ways your customer is interacting with you
OPEN ACCOUNT
DEPOSIT CHECK
CHANGE ACCT. ACCESS
BRANCH VISIT
INACTIVITY FRAUD ALERT FACEBOOK LIKE
MANAGE ONLINE
ACCOUNT
CHANGE LOCATION
EXTERNAL TRANSFER
TWEET COMPLAINT
BROWSE LOANS
FUND ACCOUNT
FIRST INV. ACTIVITY
MILESTONE CREDIT CARD CLOSED
OPEN SUPPORT
CASE
CLOSE ACCOUNT
DOWNLOAD APP
OPEN BIZ. SAVINGS
VIEW AD BROWSE COMM VEHICLE LOANS
ADD BIZ. FUND DECREASE DEBT
#CNX16
Roadmap It
The secret of getting ahead is getting started.
― Mark Twain
Current Email Program C
UR
REN
T
VISION: Deepen our relationship with our subscribers through personalization and curation.
Abandon Cart Anniversary
Abandon Browse Birthday
Website Sign-Up Welcome Series Transactional Wish List Ratings & Reviews Re-Engagement
Refer-a-Friend Preference Center Promotional Promotional Referral Program Winback
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
Evolution of Email Program C
UR
REN
T
VISION: Deepen our relationship with our subscribers through personalization and curation.
Abandon Cart Anniversary
Abandon Browse Birthday
Website Sign-Up Welcome Series Transactional Wish List Ratings & Reviews Re-Engagement
Refer-a-Friend Preference Center Promotional Promotional Referral Program Winback
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
FUTU
RE
Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions
Homepage Lightbox Progressive Profiling Recommended Products Pre-Lapsed NPS Alternate Channel Save
Active Audiences Product Education Replenishment Clientelling Loyalty Program Opt-Down
Local Store Promotion Back in Stock Surveys Social Sharing
Upsell/Cross-Sell
Evolution of Digital Program C
UR
REN
T
VISION: Deepen our relationship with our subscribers through personalization and curation.
Social Welcome Series (30 days) Monthly Window Secret Store Facebook MVM
Web Gift w/ Purchase Mystery Box Box Preview Reviews Idea Lab
Website Sign-Up New Account Welcome Anniversary Box Add-On YouTube Chats Gift w/ Purchase
Refer-a-Friend Subscriber Welcome Birthday Promotional NPS Skip Box Option
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
FUTU
RE
Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions
MVM Look-a-Likes New Maven Journey Promo w/ Recs Upsell/Cross Sell MVM Anniversary Maven Winback
Text to Join New Subscriber Journey Store Events Pre-lapsed Replenishment Lapsed Purchaser
First Box Message Back in Stock Promo Starts/Ends Today Boxing Video Subscriber Opt-Down
Almost Gone Alternate Channel Save
Key Email SMS Push Social Web Other
Key Components Review C
UR
REN
T
VISION: Deepen our relationship with our subscribers through personalization and curation.
Social Welcome Series (30 days) Monthly Window Secret Store Facebook MVM
Web Gift w/ Purchase Mystery Box Box Preview Reviews Idea Lab
Website Sign-Up New Account Welcome Anniversary Box Add-On YouTube Chats Gift w/ Purchase
Refer-a-Friend Subscriber Welcome Birthday Promotional NPS Skip Box Option
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
FUTU
RE
Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions
MVM Look-a-Likes New Maven Journey Promo w/ Recs Upsell/Cross Sell MVM Anniversary Maven Winback
Text to Join New Subscriber Journey Store Events Pre-lapsed Replenishment Lapsed Purchaser
First Box Message Back in Stock Promo Starts/Ends Today Boxing Video Subscriber Opt-Down
Almost Gone Alternate Channel Save
Key Email SMS Push Social Web Other
#CNX16
Let’s Brainstorm
#CNX16
What lifecycle stages make sense for your customers & your business?
#CNX16
What important moments take place when your customers interact with your brand?
#CNX16
Let’s map those “moments” to the corresponding lifecycle stage…
Join Us For Dreamforce 2016 October 4-7, 2016 | San Francisco, CA
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