Digital transformation for customer experience

@jan_heyens @jan_heyens

@jan_heyens – jan heyens – jan.heyens@gmail.com

WHY : Digital enablers have shifted the power

from brands to consumers. In fact a brand is no

longer what you tell the consumer it is. A brand is

what customers tell each other it is.

Have access to all the knowledge in the

Anywhere, anytime

Watch, listen what he wants when

Can buy worldwide

Customers are in charge

Prefer and get independent advice via friends, peers and

reviews

Have a price comparison in 1 click via Google

Can link with the whole world to ask for advice but mainly with their

network of friends and followers

Can use social media to become a broadcaster and will use it

against brands or in favour of brands.

@jan_heyens

Information: SCARCITY

Purchasing Power: SELLERS

Organizational Power: SALES

Information: ABUNDANCE

Purchasing Power: BUYERS

Organizational Power: MARKETING

THEN NOW

Source : Marketo

The game has changed

What ?

WHAT : cies need a transformation to listen,

understand and communicate with the consumer.

The endgame is to put the customer in charge via a

good, personal, relevant, contextual, omnichannel

experience.

HOW DOES DIGITAL AFFECT CUSTOMER BEHAVIOR AND EXPECTATIONS ?

“Each year I buy more goods online : it saves me time, it is cheaper, it is 24/7, I decide when and where to deliver

and the experience is sometimes better than in shops”

@jan_heyens

Electronics leads the way for online

sales of physical goods

Channel preference per type of product in NL

@jan_heyens

“Why I like e-commerce ? : because

customer experience > most shops”

@jan_heyens

“They deliver when I want, where I want”

@jan_heyens

“…and prices are 1 click away and mostly

cheaper”

@jan_heyens

“I buy worldwide, so the last best experience I

get somewhere, becomes the minimum

experience for the next purchase”

“50% (B2C) to 67% (B2B) of my decisions to buy from a new company depend on how their website gives me trust

and utility, and what my peers/friends say.”

“In 4 years we have money to spend and we are

always online. Will we find you ?”

@jan_heyens

“If I don’t know you, I judge your website, your

blogs, your social media : are you thrustworthy ?

Will you help me ? ”

Problem? Options? Evaluate Buy Experience Recommend

So for prospects your salesmen becomes your

website, blog,..

I need help

“If you are not on first 3 pages of Google you

don’t exist”

“And just like in a regular store, when I need help

I want it to be available with a click”

“I leave a lot of digital footprints , use them to give me a better experience. “

@jan_heyens

“Recognise me via IP address, beacon,

application, email-address, twitter handle..”

@jan_heyens

“Send me personalised relevant offers based on

the data you have”

Jerry is a cola lover as captured via his loyalty card and so to thank him for his loyalty he got this email from Albert Heijn.

@jan_heyens

“Follow me in my omnichannel journey to give

me relevant, contextual and fast answers”

“By 2020, 80% of all interactions with a company will be digital and both ways” F. Arroyo, CIO of AT&T + Gartner

>< “42% of cies have no digital customer journey, they merely updated digital

touch points with new social and mobile technologies“, B. Solis from Altimeter.

“I am addicted to my smartphone, so I missed

your ad in the newspaper”

I get up

I get to work

I drink coffee

I wait in line I watch TV I go to bed

“In fact my window on the world is facebook on

mobile.”

Sources: The Global Mobile Report, comScore July 2015 + Digital Future in Focus, comScore March 2015

@jan_heyens

“With al these messages to scan, I am in a hurry

so make it snackable”

Hilton is already in 2020: check-in = link

between Twitter / Email / Booking system

Customer at Hilton : during stay

Customer at Hilton : after check-out

“Brands can’t be trusted, users and peers can”

“What other people say(*) on your product is >

what you throw at me via traditional media”

* = UGC = User Generated Content

“And if you don’t have customer reviews, an

employee’s word > your CEO’s”

Source : Tom De Baere

“Because I buy from people not from brands”

“I use social media to talk, chat, ask, buy,

complain, laugh,…and I expect brands to follow me”

80% of Flemish people are active on 1 or more

social media

Flanders

Of the 80% that use social media, the usage is

on the rise.

Flanders

“If I can buy a ticket via twitter at KLM, why don’t

you do the same” ?

Source : venturebeat

“Instead of listening to jazz music on the phone, I

type in my question and I get a response within 30

min and I read it when I want. How cool is that ?”

“Just like a human behaves differently in different

settings, I expect brands to adapt their content to

the social channel I am using“

“I am willing to help a brand when they listen to me, know

me, respect me, reward me, treat me differently in fact just like you would expect from your family”

Source : belovedbrands

The value of a brand is among others calculated

by the community of customers willing to help

Passive customers

Customers interact with a brand (read emails, newsletters,..)

Community : Customers helping the brand

The aim of all MKT dept’s should be to grow these customers as they build your brand : new prospects, give input on new products, they make publicity on their social media accounts,..

Example of customer behavior in relation to their supplier. Values are illustrative but are true for most brands

At Alpro the Alpronista’s are users who care for the

Alpro meets them at pop-up bar, blog events, food

tastings

In return the Alpronistas share, comment, create

recipes to their followers

And Alpro’s instagram account gets filled with their

creativity

What ?

HOW : Soon consumers will use in 80% of cases a

digital bearer to interact with a company thus leaving many

digital footprints. Cies should use this digital input to put

the customer in charge and humanize their brands by

leveraging their employees. That’s why we call it Digital

Transformation

So how are cies responding ?

Mobile first

Offline Online • Digital media spent is rising to 25% • Highly segmented and sophisticated

From Push to Pull MKT based on customer

journeys and omnichannel approach

• From 100% “buy now” to 70/30 solving a problem or a need • From email blasts to laser targeting and behavioral response • From anonymous prospects to identified prospects that you take

through a sales funnel based on their needs

Data is science • Right tools + data scientists = Predictive analysis and better MKT

You can’t do it alone • Partnerships to create better value proposals & exchange/buy data • Employees as brand ambassadors

Customer is in the house

• Increase listening tools and bring them in the departments • Customer community= co-mkt, co-support, co-communication

MKT runs the customer facing tools

TTM = Time To Market

@jan_heyens @jan_heyens Source : IBM / * CSP = Communication Service Provider

Example of telco operators adapting

Now let’s zoom in on 2 topics

Mobile first

Offline Online

From Push to Pull MKT

Data is science

You can’t do it alone

Customer in the house

CUSTOMER IN THE HOUSE

“I trust peers more than brands”

Co-marketing : help your brand to develop better

products and better launches

Co-communication : Forward selected messages via social media to their network (max

1X/month)

Co- customer care : Help other customers as a proxy for

customer care

Lays doing co-creation to develop new flavours

of crisps

Starbucks using digital to put the customer in

charge….

.. with 275 (voted) customer ideas implemented

they materialise the fact that customer is king

135 ambassadors have the same reach as

1 million Facebook fans

Source : duval union

@jan_heyens

Bring the customer in the house : KPN case

What did KNP NL do ? • 60 screens in all depts (also board room) • Social media feeds are split per dept :mkt,

cust care, network, shops,.. • Videowall in lobby to show openly

comments • 500 FTE trained on Radean 6 • 85 FTE on social media care • 15 FTE on social media MKT • Link social media nick name to customer

database to locate network complaints

Results • Network incidents

• Via input customers they are sometimes known before the systems detect it

• Quicker time to resolve • Less customers impacted so less calls

• It brings the customer in the room for all depts

T-mobile NL case : App to bring the customer in the

house :“Customer Experience Officer”.

> 2000 customers were helped/compensated.

•Do webcare •Listening in Call center

•Go out with technical team •Call outbound for market survey

Find a colleague and you can look on expertise, name,..

•Home screen •Messaging board

•You indicate when you are not reachable (holiday, parttime,..)

Meet a customer and type in his question and send it to

customer care

Earn points by helping customers. The more you help,

the more points

Use your points to give an advantage or compensation to

customers.

FROM PUSH

TO PULL MKT

@jan_heyens

• Pull consumers closer to the brand by giving away valuable content.

• Amplify reach by producing content that customers spread freely and gladly.

• Influence customers by reaching them early in their purchase journeys.

Content PULL marketing Old style PUSH marketing

@jan_heyens Call-to-action Call-to-action Call-to-action

Content marketing is about offering free content that engages

your customer with your brand resulting in new acquisition,

more loyal customers and less costs to serve

Source : hubspot

@jan_heyens

At each stage of the buying cycle Content

marketing plays a different role

@jan_heyens

4 main goals of content marketing

@jan_heyens

The content you create should have value in the eyes

of the customer and you should have the

DNA/credibility to produce it

THE CONTENT YOU PRODUCE • Is NOT advertising or PR • Is customer, not brand-focused • Seeks to answer customer questions across the buyer journey

Myths on content marketing

Myth : “You should always do content marketing.” Fact : If you sell a commodity or your customers are not seeking info or tons of content exist on the topic you should NOT invest in content mkt.

Myth : “Content marketing is easy.” Fact : Content marketing is not easy as in most cases it requires a 180° turn in marketing. Success asks for a new mindset, perseverance, new tools, new roles , new KPI’s,..Success comes after 9 to 18 months.

Myth : “You publish good content and the audience will come.” Fact : Unless you are really niche, you should probably invest 5-10X in the content distribution than in the content creation.

Myths on content marketing

Myth : “ROI is easy to proof.” Fact : In B2B, giving the long funnel, I would say yes, but in B2C it is less obvious as most efforts in B2C content marketing help support your brand.

Myth : “I have a content manager so I’m ok now.” Fact : To get enough content you can’t just rely on a few persons. Content has to come from numerous persons inside and outside the organization. Good practice is to have a content calendar for the next 2 months.

Myth : “We start and success will follow” Fact : Content marketing is an eternal learning path where you try things that fail and then you try other things. You can’t give up before 2 years.

DOES CONTENT MARKETING

WORK ?

Content Marketing ROI is 4X our

traditional marketing spend.

Julie Fleischer Sr. Director, Kraft Foods

We shifted investment from

advertising to content marketing so

we could

shout louder than we spend.

Beth Comstock CMO, General Electric

@jan_heyens

AMEX Open Forum

Mission: Help Small Businesses Do

More Business.

Approach: Publish articles every day

to help their customers with their

problems & challenges but DON’T talk

about Amex products

Outcome: The largest source of

inbound leads.

Source : @BrennerMichael

@jan_heyens

• #1 most visited hospital blog with 2.5+

million visits per month

• 15+ email newsletters with a

combined distribution of 250k

*Source: Content Marketing Institute

“Our strategy is around content that helps

people anywhere in the world, whether

they're our patients or not. Our strategy

is to write not just about clinical

conditions and treating people when

they're sick, but also around

preventative medicine. We want to be

useful, helpful and relevant every day.”

- Amanda Todorovich, Manager of

Digital Engagement, Cleveland Clinic

Cleveland Clinic

Source : Content Marketing Institute

@jan_heyens

Mission: Be the best in customer

experience by helping the customer in

every stage of customer journey.

Value for the customer: The richest

source of info on handsets with

youtube channel featuring own

employees and customer reviews

Outcome: Coolblue sells >140-170 k

handsets in Belgium

Coolblue

@jan_heyens

Mission: Proving that Delhaize offers

excellent price/quality

Value for the customer: “Give me

inspiration as I don’t know what to

cook and make it affordable and quick

to prepare”

Outcome: Recipes that are tasteful yet

cheap so repositioning Delhaize

Delhaize

@jan_heyens

Mission: “tout devient possible” also

for the DIY guy

Value for the customer: “I would like

to DIY but I don’t know how”

Outcome: “That company helped me

to realize a job my wife thought I would

never be able to do. Tx Brico !”

@jan_heyens

Mission: “Help our customers start their webshop “ Value for the customer: “I am looking for help on e-commerce as my customers ask for it but I don’t know how” Outcome: “KBC helped me to launch my webshop which was crucial project for my company. I’m grateful and therefore loyal even if other banks are cheaper”

@jan_heyens

Mission: “Position Electrabel as being more than just an energy provider by informing customers on building materials and insulation“ Value for the customer: “I am looking for info on how to renovate/insulate my home” Outcome: “I see Electrabel as trustful guide that helps me make the right decisions”

Electrabel

@jan_heyens

Mission: “Reposition Xerius as the trusted advisor for starting companies“ Value for the customer: “I am looking for advice when I start my company as I want to concentrate on my core activity.” Outcome: “After 2 years, webiste visitors 40k to 130k/months of which 65% organic search and 2.5k Marketing Qualified Leads/month

Xerius

BUT HOW CAN GIVING FREE CONTENT

BE PROFITABLE ?

1. YOU SHIFT MONEY FROM PAID

ADVERTISING TO PUBLISHING

CONTENT ON YOUR OWN

WEBSITE/BLOG/… AND CREATE

MORE TRAFFIC

Buy physical media or digital media space (affiliates, google adwords..) to get

traffic to our website & shops. For digital we Pay Per Clicked visitor (PPC) VS.

content marketing, customers find us on google and they come to our website

Pay Per Click

Content

Marketing

Source : Kapost

In the long run content mkt is the most profitable

Paid traffic = To RENT

vs Inbound traffic = To OWN

Rent search engine placement to generate leads Rates can change; go up with

competition (bidding) No budget? No leads No residual benefit. Once

spent, it’s gone.

Long-term assets keep generating leads without more investment

Increases company’s overall value with a predictable lead flow

Get more data on where your clicks come from

Pay per click = like renting a house Content mkt = like owning a house

2. YOU INCREASE CONVERSION TX

TO SOFTWARE

Marketing Automation

Lead scoring Behavior triggered Email marketing

Landing pages Lead generation

Search Engine Optimization tools Lead Nurturing

CRM Integration Analytics & “Closed Loop” reporting

A visitor gets a face, a name, a profile so from a “click” to a human being

What is Marketing Automation ?

@jan_heyens

Marketing Automation

Customer Relationship Management

Customer Life Stage

Acquire Maintain / grow

Retain / recapture

Marketing

Support

Source: David Raab, http://customerexperiencematrix.blogspot.com

CRM >< Marketing Automation ?

@jan_heyens

CRM >< Marketing Automation ?

blog posts

With CTA*

banner to

Landing page with

form for e-book

download

+ confirmation page

with 2nd CTA

Follow-up

email 1

(auto)

List of blog

posts + CTA to

product page

you email

(auto)

subscribe to

newsletter

Follow-up

email 2

(auto)

Step-by-step

+ CTA to

product page

Landing page

Confirmation page

Sweet home blog

Example : Electrabel tracks each individual clicking on

their content and responses are automated

Source : @tomdebaere / CTA = Call To Action i.e; asking to fill out a form or click on a landing page

By asking name and email

Electrabel can guide you

through the sales funnel with

info that is segmented for you.

@jan_heyens

Market automation automates content

publication and calculates ROI

@jan_heyens

So after automated & segmented publishing, each piece of

content is measured from traffic to conversion

@jan_heyens

Leading to more accurate data = better targeting

Email marketing

• Jane Taylor opened the email

and clicked on link 214/A.

Marketing automation

• Jane Taylor opened the email and

clicked on link 214/A.

• She first went to the website 4

months ago and 5 visits later

registered.

• She has visited 3 pages on product

XYZ and 2 pages on product ABC.

• 2 of those visits have been as a

result of the search term “low cost

XYZ” and 2 visits as a result of “best

quality ABC”

SO HOW DO WE START WITH

CONTENT MARKETING ?

@jan_heyens

Content mkt scheme high level

Define objectives of our digital touch

points

Listen to what your audience needs, when and how

Create content principles, content

and content execution plan

Distribute and amplify content

Measure, A/B testing, Improve

1 2 3 4

Define KPI’s by asking the right questions

• Is the problem acquisition, or churn or brand,.. ? • If it is acquisition do we want to serve all segments

equally ? • What is the link with the business plan : i.e. how many

leads do we need to meet the objectives ? • What is the link with the product roadmap ?

Define objectives of

our digital touch points

@jan_heyens

Listen to what your audience needs, when

and how

• Define needs of our audience in by creating a listening process and owners

• Sources :

• Questions customers ask in shop/call center/direct sales/social media • Internet forums/other blogs • Keywords used on Google • Customer interviews

• How do customers search in google (what keywords, what sentences,..)` • What are the questions you ask ? • What social media platforms do they use ? • How does buyer journey go ? • What are problems and challenges ?

Example : Coyote (radar detection on the road)

: MKT listening phase

Targeting criteria

What are your our targets ?

1. Flanders as nr of camera’s much higher

1. Coyote radar 2. What does coyote radar cost ? 3. What is best radar detection system ? 4. Is Coyote radar legal ? 5. What are advantages and disadvantages of Coyote 6. How does Coyote work ? 7. …

1. People doing > 20km /day having penalties for speeding 2. Safety drivers looking for a solution to be warned on incidents 3. Fleet services certified for safety

How do you look in Google ?

Objective Sell 15k Coyote of which : 3k on new customers and 12k on customer base

What channels give you trust ?

1. Youtube as I want to see it work 2. Other coyote users via customer reviews 3.

1. It will drain the battery and my mobile data 2. Is it legal 3. I can’t hear my gps anymore 4. I need a holder to attach it to the screen

Why wouldn’t you buy ?

@jan_heyens

• Content golden rule

• Content principles

• Content creation : based on the listening phase we prioritize which content to produce • Editorial team (project manager, writer, editor, publisher) = team that

• Publishes and promotes content • Builds a follower list • Increases the traffic to inbound channels • Creates call-to-action, opt-in, reporting • Helps colleagues to deliver content

• Content strategy map • Content templates for all types of content (housestyle)

• Content execution plan :

• Content calendar (what type of content, which bearer, which platform, who, audience, KPI’s, ..)

• 20% of content is about you • 80% of content is to help the audience with

their problem/questions

Create content principles, content

and content execution plan

Content principles are guidelines for what type of

content in which phase of funnel.

EACH PIECE OF CONTENT

GETS A CONTENT ID

• What need does it cover ?

• For whom ? • What search phrases

does target use = title of content

• What volume of viewers ?

• What channels will we use to amplify the content ?

The 7 golden rules of content

Source : Newscred

There are a lot of choices to make : what, where,

for whom, why,…

Content strategy map is applying content

principles for a concrete product

Content calendar = overview of what type of

content gets published when

@jan_heyens

And your website is at the core of your

content publication

@jan_heyens

Distribute and amplify content

3 ways to distribute and a

community to amplify content

Paid media One to one Broadcast

Community to amplify your messages

Social media ads

Google Adwords,..

Ads on blogs

Emails

Face to Face meetings

Direct messages on social media

Social Media posting

Events

Emails

Neswletters

@jan_heyens

Paid media : 3 questions

Where is my audience

Role of the message

What type of message

• Google : everybody and in search modus • Facebook : mainstream • Linkedin : business • Twitter : business, thought leaders, less

young people, • Pinterest : teenagers, mainly female • Instagram :

3. • Visual content (food, clothes, …) : instagram, pinterest • Text : long article, short article • Photo • Video clips : short (Facebook, ..), longer (Youtube,..)

• Create interest • Surprise • Communicate

Source : http://bvlg.blogspot.be/2015/01/belgian-social-media-monitor-januari.html

@jan_heyens

Paid media : what media for what

purpose

Source : chicagostyleseo

@jan_heyens

Paid media : example of segmentation

criteria via Facebook

@jan_heyens

Why would other people help spread

your content. “If your content…

Makes me look smart

It is funny

It is emotionally touching

There is a personal gain

Starts a hot debate

It reinforces a belief

Retweets, forwards,… are driven by human psychology

Influencers (employees, customers,..) have

an enormous reach so

Source : duval union

Step 1 : find successful content in your

Source : Rand Fishkin

Step 2 : find where it has been shared

Step 3 : find who is doing the sharing

Step 4 : help them by amplifying their

content and hopefully they will help you

@jan_heyens

Measure, A/B testing, improve

Generic KPI’s to track

@jan_heyens

More specific KPI’s

Source : Castelazo content

@jan_heyens

More specific KPI’s

Source : Castelazo content

@jan_heyens

Test, learn and adapt : forms

Source : Newzscred

@jan_heyens

Test, learn and adapt : facebook ads.

Keep the one that performs best

Source : Newscred

@jan_heyens

• This ppt will further evolve. • Questions/tips/comments always welcome via

@jan_heyens or jan.heyens@gmail.com

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