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