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Disrupting the Marketing Model with Journey
Builder
July 31st, 2014
#ETWEBINARS
Speakers
Doug Purcell Principal Business Consultant ExactTarget Marketing Cloud
Matt Fleckenstein Vice President, Journey Management
ExactTarget Marketing Cloud
@dougpurcell @matflec
#ETWEBINARS
Digital Transformation Journey Management Organizational Alignment
Webinar Agenda
Market Trends
>50% Proliferation of Connected Customers
Decomposition of Customer Journey
Fragmentation of Marketing Tools 3
SNA
Mainframe
Terminal
LAN/WAN
Client
Server
LTE
Cloud
THOUSANDS
MILLIONS
50 BILLION Trend #1: Proliferation
CO
NN
EC
TED
DE
VIC
ES
Behind every is a customer. thing device
lead opportunity
app post
sales meeting
chat
CO
NN
EC
TED
CU
STO
ME
RS
Trend #1: Proliferation
Trend #1: Proliferation
Trend #2: Decomposition
Trend #2: Decomposition P
ER
CE
IVE
D C
US
TOM
ER
JO
UR
NE
YS
Trend #2: Decomposition P
ER
CE
IVE
D C
US
TOM
ER
JO
UR
NE
YS
Trend #2: Decomposition P
ER
CE
IVE
D C
US
TOM
ER
JO
UR
NE
YS
Trend #2: Decomposition A
CTU
AL
CU
STO
ME
R J
OU
RN
EY
S
Trend #3: Fragmentation
AUGUST 2011 ~100 COMPANIES
SEPTEMBER 2012 ~350 COMPANIES
JANUARY 2014 ~950 COMPANIES
MA
RK
ETI
NG
TE
CH
NO
LOG
IES
Trends vs. Mktg. Effectiveness & Customer Experience
MARKETING EFFECTIVENESS LOW HIGH
CU
STO
ME
R
EX
PE
RIE
NC
E
BROKEN
SEAMLESS
Trends vs. Mktg. Effectiveness & Customer Experience
MARKETING EFFECTIVENESS LOW HIGH
CU
STO
ME
R
EX
PE
RIE
NC
E
BROKEN
SEAMLESS
Trends vs. Mktg. Effectiveness & Customer Experience
MARKETING EFFECTIVENESS LOW HIGH
CU
STO
ME
R
EX
PE
RIE
NC
E
BROKEN
SEAMLESS
Trends vs. Mktg. Effectiveness & Customer Experience
MARKETING EFFECTIVENESS LOW HIGH
CU
STO
ME
R
EX
PE
RIE
NC
E
BROKEN
SEAMLESS
A Digital Transformation
Is your organization undergoing a formal digital transformation effort in 2014? (e.g., re-alignment of, or new investment in, technology & business models to more effectively engage digital consumers at every touchpoint in the customer experience lifecycle) Source: Altimeter Group Digital Transformation Survey, 2014
It’s all about the journey
Of customer interactions happen during a multi-event, multi-channel journey. Source: McKinsey Research: Customer Journey Transformation, September 2013
>50%
Significant Business impact
Journey-led transformations deliver impact across many key business metrics. More revenue, happier customers, at a lower cost. Source: McKinsey Research: Customer Journey Transformation, September 2013
Improve Customer Satisfaction
20%
Fuel Revenue Growth
10- 15%
Lower Cost to Serve
15- 20%
Engage Employees
20- 30%
But requires new ways of working
“Digital is faster. It has a more complexity. It’s more like agile software development.” Source: McKinsey & Company: Mastering Digital Marketing, June 2014
>50% Getting access to customer data
Working across organizational silos
Adopting a “test & learn” mindset
Base: 211 cross-channel marketing professionals at companies with $100-million or more in annual revenue Source: A commissioned study conducted by Forrester Consulting on behalf of ExactTarget
25%
24%
17%
35%
38%
40%
13%
28%
25%
33%
18%
29%
46%
13%
29%
33%
46%
4%
13%
33%
38%
13%
10%
10%
20%
20%
30%
30%
40%
50%
60%
Controlling marketing project budgets that are dependent on
Lack of knowledge of how to move beyond a single channel
Responding to customers in real-time
Managing campaign execution across multiple marketing
Proving results to the executive team to garner support and
Staffing marketing programs sufficiently
Automating repetitive marketing processes
Maintaining customer data quality across campaigns and/or
Coordination with internal groups or external agencies
Understanding customer interactions across channels
Organizing to allow for cooperation
“What are the top three greatest challenges you experience with your current cross channel marketing programs?”
[Responses included in top three challenges]
Level 4
Level 1
All respondents
Be Collaborative
Because if you don’t….
THE CONNECTED CUSTOMER
Engagement
Website
Search
Social
Other Sites
App
Customer Service
Media/ Promotions
Retail
THE CONNECTED CUSTOMER
Engagement
Website
Search
Social
Other Sites
App
Customer Service
Media/ Promotions
Retail
unknown
THE CONNECTED CUSTOMER
Engagement
Website
Search
Social
Other Sites
App
unknown known
Customer Service
Media/ Promotions
Retail
Connected Stores Connected
Call Center
Connected Associates
Connected Products
Connected Communities
THE CONNECTED CUSTOMER
Engagement
Website
Search
Social
Other Sites
App
unknown known connected
Customer Service
Media/ Promotions
Retail
Connected Devices
3 steps to building a journey
2
3
1 Map
Focus
Build
Building a Journey
2
3
1 Map
Focus
Build
Building a Journey
Business Goals
Top 2-3 business objectives that are at the center of your customer relationships.!
Def
initi
ons
Aligning company goals with customer experience Company Centric
Moments (MTM)
Top 2-3 business objectives that are at the center of your customer relationships.!
What significant milestones your customers are planning for or experiencing right now?!
Def
initi
ons
Aligning company goals with customer experience Company Centric Customer Centric
Business Goals
Moments (MTM) Behaviors
Top 2-3 business objectives that are at the center of your customer relationships.!
What significant milestones your customers are planning for or experiencing right now?!
What your customers are doing during key moments in their lives.!
Def
initi
ons
Aligning company goals with customer experience Company Centric Customer Centric
Business Goals
Business Goals Moments (MTM) Behaviors Connections
Top 2-3 business objectives that are at the center of your customer relationships.!
What significant milestones your customers are planning for or experiencing right now?!
What your customers are doing during key moments in their lives.!
Ways consumers have opportunity to or prefer to interact with your brand or product: at home, online or out of home. !!Opportunities where your brand may influence consumer behavior. !
Def
initi
ons
Aligning company goals with customer experience Company Centric Customer Centric
Why “Map It”? • Enables visualization of each interaction
across the lifecycle
• Context of other interactions
• Captures cause and effect
• Allows for broad input from stakeholders
• Creates a valuable corporate asset – the complete customer experience documented all in one place.
• Identify GOALS
2
3
1 Map
Focus
Build
Building A Journey
You can’t boil the ocean, so don’t try
Focus
Channels
Campaign Goals
Lifecycle Stages
Walk thru the customer’s experience
Do you know who your Consumers
are? Do you know where they
are in their journey?
Are you driving an engagement strategy to move
them along that journey?
Are you able to measure the impact on your business goals?
For every journey, ask yourself:
Data Sources and Integration Process
Painpoints
Don’t forget technology & operations
Focus
Lifecycle Stages
Awareness Acquire On-board Engage Retain
Identify and engage with potential consumers by showcasing brand value at the right moment.
Goals
Example Customer Experience & Goals
Lifecycle Stages
Awareness Acquire On-board Engage Retain
Identify and engage with potential consumers by showcasing brand value at the right moment.
Invite potential customers to connect and convert across multiple channels.
Goals
Example Customer Experience & Goals
Lifecycle Stages
Awareness Acquire On-board Engage Retain
Identify and engage with potential consumers by showcasing brand value at the right moment.
Invite potential customers to connect and convert across multiple channels.
Make a good first impression, establish the relationship, train consumer behavior, learn about them. Let them learn about you.
Goals
Example Customer Experience & Goals
Lifecycle Stages
Awareness Acquire On-board Engage Retain
Identify and engage with potential consumers by showcasing brand value at the right moment.
Invite potential customers to connect and convert across multiple channels.
Make a good first impression, establish the relationship, train consumer behavior, learn about them. Let them learn about you.
Provide value that turns consumers into loyalists and brand enthusiasts. Be relevant. Be timely.
Goals
Example Customer Experience & Goals
Lifecycle Stages
Awareness Acquire On-board Engage Retain
Identify and engage with potential consumers by showcasing brand value
Invite potential customers to connect and convert across multiple channels.
Make a good first impression, establish the relationship, train consumer behavior, learn about them. Let them learn about you.
Provide value that turns consumers into loyalists and brand enthusiasts. Be relevant. Be timely.
Give unengaged customers and former customers new reasons to engage.
Goals
Example Customer Experience & Goals
Experience
Lifecycle Stages
Advertising
Partners, Groups, Corp.
Website
Paid Media
Facebook Ads & Content
Events & Sponsorships
Referrals
Search
Communities
Call Center
Social Sites & Blogs
Social Listening
Welcome Direct Mail
New Member Orientation: -educate & inform value -progressive profiling -influence online behavior -deepen engagement thru other channels
Newsletters
Brand/PR Communication
Post Visit: Confirmations, Receipts, Surveys
Pre Visit: Scheduling, Reminders, Information
Retargeting
Former Member Win-back
Testing & Optimization
IDENTITY MANAGEMENT: Preference center with guided entry points to manage personalized communication
xCHANNEL MESSAGING & NOTIFICATONS: Balance of standardized lifecycle automations with capability to easily target ad-hoc alerts
PERSONALIZATON & PREDCITIVE INTELLIGENCE: Smart content, real time recommendations based on prefs & behavior
Foundations
Direct Mail
Online Portal
Claims & Customer Serv.
Pro-Active Re-engage Drip for Low Engaged Members
Renewal Countdown
Example Customer Journey
Website Opt-in
Day of Visit: Alerts, Member Experience
Expired Policy Trigger
Awareness Acquire On-board Retain
SMS Text to Join at Events
Engage
2
3
1 Map
Focus
Build
Building A Journey
Journey Builder is a customer journey management platform that enables companies to plan, personalize and optimize every interaction across the entire customer journey.
Journey Builder Overview
Maps
Chart & manage a customer’s entire journey
Interactions
Leverage x-channel touches to drive business goals
Analytics
Track & optimize goal performance over time
PLAN PERSONALIZE OPTIMIZE
Interactions Overview
TRIGGER EVENTS ACTIVITIES GOALS
Maps Overview
PLAN
PRIORITIZE
GUIDE
Analytics Overview
BY DAY
BY VERSION
BY PATH
Questions?
Doug Purcell Principal Business Consultant ExactTarget Marketing Cloud
Matt Fleckenstein Vice President, Journey Management
ExactTarget Marketing Cloud
@dougpurcell @matflec
Getting started
Unknown customers: (acquire) • How well do you use each channel to grow your digital database?
Known customers: (lifecycle) • How well do you leverage customer data to deliver 1:1 messaging in each stage of your
lifecycle?
1 We could do better
0 2 N/A We are doing this well This doesn’t really apply We do not do this well
0 1 2 1 1 0 0 0 0 0
n/a n/a n/a n/a n/a
0 1 1 1 0
Drive incremental revenue +1 purchase per customer/year Retention 50% renewal at t-60 days
2 purchases in 45 days BOTH Revenue & Retention
2 2 0 1 1 1 0 0 0 n/a
1 1
1 0 1 2 0
1 n/a 0
Experience Digital Marketing Like Never Before
Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business
For one incredible week, the world’s best marketers come together to:
Explore emerging connected
technologies
Hear from the brightest innovators and biggest brands
Experience world-class education
and entertainment
exacttarget.com/connections
exacttarget.com
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