Customer Experience - Merkle Inc....As marketers, we’re especially adept at brand air-cover and building our complex arsenal of marketing capabilities But this doesn’t inform us

Customer Experience

As marketers, we’re especially adept at brand air-cover and building our complex arsenal of marketing capabilities

But this doesn’t inform us on what the customer is experiencing interaction by interaction, nor is it prescriptive in how we should

Ads

Social

Display

Direct mail

Email

Marketer

Agency

Customers

Scatter-shot air-cover of brand

The latest arsenal of Marketing technologies, channel/media and tools

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End up with the ideal customer experience

With the scaled opportunity we now have our approach to customer experience must evolve

Customer experience?

The strategy

See or expand what tools and capabilities we have

See what data is available

See what media/channels are working well

Let the talent design offers and promotions

Traditional

Emerging

End up with:

Enable the right capabilities

The strategy

Design the customer experience

Manifest through content, creative, offers and brand

Enable the right media/channels

Analyze the data

Start with:

Start with:

Enable the right capabilities

So, what does it look like?

Many organizations struggle to define what the customer experience must be.

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So, what does it look like?

Especially in how the specific interactions are designed, sequenced, and delivered.

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Customer sees display at store

Receives offer via text

Purchases product online

Activates product via phone

Uses service via app

The content appeals to their sense of need and

comfort

The message resonates with their sense of

urgency

The content was fun, engaging, and provocative

Agent is comforting and offers helpful upgrades

Customer has fun swishing around

to find info

CUSTOMER STRATEGY Segmentation – Value, Planning

EXPERIENCE DESIGN Personalization and Media/channel delivery

FINANCIAL MANAGEMENT Measurement & Attribution, Budgeting

MARKETING INFRASTRUCTURE Data, data integration, data management

Essential for Experience Delivery

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The Connected CRM Framework (CCF)

What data, systems, tools

and technologies

will be necessary?

How do we organize and

what capabilities and

business processes will be

necessary?

Organization Infra

stru

ctur

e Experience Delivery

Financial Management

Customer Strategy

Financial management informs customer strategy and experience delivery decisions as a closed loop process

These strategies are then translated into actionable media and channel plans that result in highly personalized, targeted experiences

Portfolio Strategy

Segment Strategy Program Strategy

Experience delivery performance is continuously attributed across media and channels which, in turn, drives optimized budget allocation

Media Planning Channel Planning

Targeting & Personalization

Measurement & Attribution

Budget Allocation

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What is Customer Experience?

What is it? The creation of connected programs that drive a desired customer behavior through a

series or individual touch's in media and channel.

Ideating and creating what the customer experience will be in terms of value proposition, offer, message, creative in both media and channel. Executing the development of the

necessary assets and executing the campaigns that support the programs.

To ultimately deliver an experience which serves the individual at the right time, in the best voice, and in a manner that uses everything we know about the customer to drive

the best response.

Why’s it so important? It's where the rubber meets the road.

Nothing happens until the customer has an experience.

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Experience Delivery Framework

EXPERIENCE DESIGN

Acquisition Retention Loyalty

Interactions Offers Messages Creative

What behavior we want to drive

How customers will experience the value proposition

CCRM PROGRAM DEVELOPMENT

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PROGRAM EXECUTION & MANAGEMENT How & what we need to execute Media Channel Targeting


EXPERIENCE DESIGN






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SEGMENT-DRIVEN PROGRAM CONSTRUCTION

Image Courtesy of Ford Canada.

Bridging Segmentation to Program Development

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PROGRAMS SEGMENT

Connected Programs are developed by first understanding how they will influence or support the customer’s lifecycle.

INACTIVE

Grow Reinforce Value Ease Out

Customer Lifecycle

Programs Types:

AWARE

ACTIVE

DECLINING

LAPSED

2nd Purchase

1st Purchase

NEW

Attract

Accelerate

Recognize

Win Back

Off Ramp

Educate

On Board

Retain

Acquire

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MESSAGES OFFERS

RIGHT MEDIA

CREATIVE CONTENT

RIGHT CHANNEL

CCRM Program Architecture

AUDIENCE

Establish creative rotation and versions within segment &

behaviors

Determine relevancy of offer (and offer rotation) for each distinct

segment

Select most applicable media for each of the audience segments

Develop relevant & personalized messaging based on segment or

individual & behavior

Select optimal response channels to achieve program strategy objectives

PERSONALIZATION Provide individualized opportunities throughout all program activities

Using what we know about the segment attitudes and preferences, the marketable universe, and desired customer behaviors we can assemble the best set of customer activities into a data-informed CRM program.

Program Development

CCRM Program Blueprint

High Value Cross Sell SEGMENT SPECIFICS 34% share | lead index 90% Conversion 125% | lapse rate 8% Price Sensitive, Image Conscious, Early Tech Adopter, Heavy Mobile Usage

DESIRED BEHAVIOR Drive registration, customer preferences and additional sales.

PR

OFI

T D

RIV

ER

S

PROGRAM SUMMARY

Program Blueprints define the individual components of each program to align the client and cross-functional team around the goals, expected results and test/learn agenda for each program.

1. Modify existing registration/purchase confirmation to welcome stream

2. Drive traffic, Provide Orientation & Capture Additional Content Information

3. Assumptions: EM is deploying to whole audience segment and DM is only a subset (those showing interest) Messaging will differ depending on origination of contact.

AUDIENCE VALUE MEDIA CONTACT CHANNEL MESSAGE CREATIVE

Registrants, Quick Sign-up,

Product Benefits Usage Offer

EM, DM, Display 4 Touches Over 2 wks.

Profile Completion Online Tool Orientation

Welcome, Confirm, Show immediate value

Branded, focus on a “new start”

CCRM Program Blueprint (simplified)

KEY MARKETING TACTICS Dynamic EM X-sell components, Personalized Display Retargeting, Behavioral triggers EM/DM



EXPERIENCE DESIGN





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Experience Design Focuses on the Interaction

PROGRAM

CAMPAIGN

INTERACTIONS (Touch Points)

MESSAGE CREATIVE OFFER

PERSONALIZATION

Experience Design focuses on the customer interaction, be it: clicking a link in an email, viewing a video, or conversing with a call center representative.

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PROGRAM ANALYTICS

SEGMENT BEHAVIOR

All interactions must contain a relevant message, the best offer, and best creative emphasis for that individual or segment.

PROGRAM PERFORMANCE

What Experience Design Enables

JOURNEY PROGRESSION

PERSONALIZATION

LIFECYCLE Defines the best engagement over long term relationship with the customer

Determines the most effective ways to move a customer through the stages of a customer journey

Considers what can be individualized to have the highest impact for the customer response.

EXPERIENCE DESIGN

Experience Design enables personalization at the interaction layer, journey progression, and customer lifecycle support.

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Inquiry

CONSIDERATION Acquisition Program

Comparing

Competitive Offer High Po Offer (based on segment)

Display Retargeting

Browse History

On-site guide Follow-up

Segment Identified

POST-PURCHASE Welcome Program

Refer-a-friend Checking Order

High Value Recognition

Best Offer Cross-sell Offer

Follow-up Purchaser App

Purchase Behavior

Pathways are a series of multiple interactions that move a customer from one journey stage to the next. It considers what customer action is required and which media and channels are necessary to support those interactions.

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Experience Design Defines Interaction Pathways

Interaction Pathway Diagram (simplified)

Product or Service Promise

BRAND POSITION Brand Promise

PRODUCT POSITION

SEGMENT POSITION Focused Promise

SEGMENT 1 CAMPAIGN A

CAMPAIGN B

CAMPAIGN C

PROGRAM


CAMPAIGN B

CAMPAIGN C

PROGRAM


CAMPAIGN B

CAMPAIGN C

PROGRAM

SEGMENT VARIATION

BRAND

CCRM

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CCRM Message Architecture

Driven by analytics we inform our marketing interactions beyond just the first touch to allow for more relevant messaging for customer interactions over time.

SEGMENT IDENTIFIED

INDIVIDUAL RECOGNIZED

The Segment Profile informs first touch message-offer-creative

Once customer is identified or engaged we tailor message-offer-creative to the individual

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Experience Design: Messaging Sequencing

Click

No Action

Continue standard message

Converts

Unfinished Action

Remarket w/ 2nd

Activation Message

Remarket w/ 2nd

Acquisition Message Remarket

w/ segment specific best offer online

Search

Sequencing continues via Message Grid

Sequencing continues via Message Grid

Onboarding email stream

Direct Mail Offer by Segment

Visit creates remarketing

list

Primary Message 1

2

3

4

2 3

Site/App Visit

Determining how the experience changes based on customer action helps to understand how we can be both consistent and effective with how we communicate to the customer

Message Testing & Frequency Rules

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Experience Design: Messaging Logic

Messaging Decision Tree (simplified)

Segment Behavior Informs

Creative. Connected.

BEGINS WITH INSIGHT INTO THE CUSTOMER FOCUSES ON PREFERENCES AND UNDERLYING MOTIVATIONS FULFILLS THE BRAND AT EVERY CUSTOMER ENCOUNTER MICRO-PERSONALIZED FOR THE INDIVIDUAL



EXPERIENCE DESIGN





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This process defines the overall steps required to execute the channel and media plan

Channel/Media Execution

Targeting & Personalization

Engine

Analytics & Reporting

Optimization

1

2

3

4 Program Management

Channel/Media Execution: Buying the paid media inventory and deploying campaigns. Development of channel assets

Targeting and Personalization Engine: The implementation of advanced targeting and personalization across the different media/channel tactics

Optimization: Weekly, monthly, and quarterly analyses review programs and tactics to define opportunity for future improvement

Analytics and Reporting: Ongoing management and optimization of agreed-upon needs

PROCESS:

1

2

3

4

Channel/Media Execution

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Program Plan

ADDRESSABLE MEDIA CHANNELS

Targeting Personalization Campaign Management Optimization

Development Personalization Analytics/ Optimization

Addressable Media

Paid Search SEO Mobile Search

RTB Media Sponsorships

List Selection Facebook Media Sponsored Tweets

Facebook CAMPAIGNING

TARGETING

TACTICS

Exact Target Extonet Waterfall Unica MediaMath

List Selection SMS Push Notification

Social Email Search Mobile Direct Mail Display

Audience Match

Segmentation Value Based Bidding

Next Best Offer Response/Conversion

Retargeting Look-a-like Modeling

PERSONALIZATION

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ANALYTICS/OPTIMIZATION

Channel Execution

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Call Center Scripts

Sales Training

POS Experience

Website/Microsite/ Landing Page Facebook App/ Pages Preference Center

TACTICS

Mobile Apps Mobile Sites/ Responsive Design Mobile Landing Page/ Microsites

Site POS Search Mobile

ANALYTICS/OPTIMIZATION

PERSONALIZATION

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Summary

1. Figure out what your data driven experiences are going to be before you build

2. Create programs that integrate media and channel to drive these experiences

3. Start with segmentation based experiences but get to the individual level experience

4. Remember, this is about designing, building and running customer experiences… have to be strong at all three.

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EXPERIENCE DELIVERY SESSIONS

10:55am – 11:25am Build Responsive Design without Rebuilding Your Website (Live Oak) Patrick Collins, President, 5th Finger, a Merkle Company

10:55am – 11:25am Moving Beyond “Like” & “Share” – Hearst’s NEW Social Experience for Readers (Cypress) Brian Madden, Executive Director, Social Media, Hearst Digital Ross Geisel, Director, Social Media, Hearst Digital Matt Sunbulli, VP, Social Media, Social Amp, a Merkle Company 10:55am – 11:25am Ahead of Social Engagement: Facebook Techniques for Direct-Targeting (Dogwood) Bryan Schroeder, Product and Marketing Director, Data and Targeting, Facebook Megan Pagliuca, VP & GM, Digital Media, Merkle

10:55am – 11:25am Online to Offline Experience Integration (Jenkins) Pete Constant, Head of 1-1 Marketing, RBS Citizens Joe Meehan, VP, Display Media Group, Merkle

Documents

Customer Experience - Merkle Inc....As marketers, we’re especially adept at brand air-cover and building our complex arsenal of marketing capabilities But this doesn’t inform us