Enhancing the Customer Experience While Growing Your Bottom
Line Eileen White Executive Director Client Management CDS
Global
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Are Digital Strategies Fully Developed?
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Percentage Survey Year
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Digital Revenue Breakout by Revenue Stream Top 5 Revenue
Streams % of Total (Out of 100%)20132012 2011 1) Website
advertising/sponsorships38.8%40%25% 2) E-newsletter, content e-mail
ads/sponsorship16.4%14%12% 3) Digital edition subs/single
copies6.5%3.1%10% 4)Publication (book or report) sales:
print5.3%4.4%5% 5) Digital content, information, data
sales4.2%3.5%2% Other Digital Revenue Steams: E-commerce, web
stores, online shopping environments; Website content subs/user
fees; Online video advertising, sponsorships or other
related-revenues ; Online subscription ordering/processing; Virtual
events/webinars/webcasts; Online education/learning;
Subscriptions/sales of apps for digital devices; Publication (book
or report) sales: digital; Online memberships; Content licensing to
other organizations/media companies; E-newsletter, content e-mail
subs; Coupons; SMS/text messaging marketing/advertising sales;
Other /Misc.
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4 Gather Customer Email Addresses
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Utilize customer service to ask for email addresses Incent the
customer to provide email Extend an issue, etc. Validate existing
emails on file Prompt for email at login to customer care Validate
with element for security Ask for email through all order
mechanisms Online acquisition channels Insert cards, etc. Website
clubs or newsletters Require email at the time of
registrations/authentication Use permissions wisely or customers
opt out of everything 5 Gather Customer Email Addresses Actionable
Tips
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Gather Customer Email Addresses 6
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Make Sure Your Pages Are Mobile Optimized 8
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Mobile Optimization Optimize all acquisition and customer care
pages for all devices Creates a clean and user-friendly environment
without scrolling Responsive design allows content to dynamically
change to fit device Google beginning to drop ratings if not
mobile-optimized Analytics Devices utilized Apple vs. Android vs.
Desktop Promote your digital brands 9
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10 Mobile Optimization Example: Customer Acquisition
(Desktop)
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11 Mobile Optimization Example: Acquisition (Mobile)
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12 Mobile Optimiztion Example: Customer Care (Desktop)
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13 Mobile Optimization Example: Customer Care (Mobile)
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Implement Paywalls Digital Subscriptions 14
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Implement Paywalls Membership Model
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16 Enhance Your Sales Efforts
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17 Enhance Your Sales Efforts: Case Example: Highlights for
Children
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18 Enhance Your Sales Efforts: Single-Click Cross-sell
Offer
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19 Enhance Your Sales Efforts: Cross-Sell Offer on Account
Summary Page
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20 Enhance Your Sales Efforts: Impulse Offers
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21 Enhance Your Sales Efforts: Refer-A-Friend
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22 Save Your Customers After they Cancel their
Subscription
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23 Maximize new online orders with immediate mailed promotions
of complimentary products
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Leverage Social Media as a Channel 24
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25 Use as a search channel
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26 Editorial posts drive considerably more engagement than
consumer marketing posts All top-performing consumer marketing
posts reference contests & link to entry pages Like this calls
to action generated the greatest engagement among consumer
marketing posts Best Practices
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27 Install Twitter Cards (shareable links) for site content
Include photos, videos and links in tweets Photo/video tweets get
4-5x the engagement RT calls to action generated the greatest
engagement among consumer marketing posts Best Practices
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Recap: Top Tips for Enhancing Your Customer Experience and
Growing Your Bottom Line Gather email addresses Optimize for mobile
Implement Paywalls Enhance Your Sales Efforts (Phone & Online)
Cancel/Save Customer Programs Immediately promote relevant products
to new customers Leverage Social Media 28