Chasing the Marketing Unicorn Silver Bullets, Customers and the Elusive 360-Degree View Scot A. Laudicina Vice President, Cross Sell Pitney Bowes Software
Jan 23, 2018
Chasing the Marketing UnicornSilver Bullets, Customers and the Elusive 360-Degree View
Scot A. Laudicina
Vice President, Cross Sell
Pitney Bowes Software
Agenda
Introductions
Laying the customer engagement
foundation
Using data to manage relevant,
personalized and timely customer
communications
Enhancing customer engagement
with interactive personalized video
Questions
Introduction
• Consumer buying habits and attitudes have changed.
• Price and product have become less important as differentiators, and businesses find themselves competing more on the quality and consistency of the experience they can provide
• Within this landscape, companies that foster positive customer engagements have an edge.
In the Age of the Customer, engagement matters more than ever.
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5
Time spent on unqualified leads.
Person-to-person is engaging, but it’s expensive, repetitious and impossible to scale.
Low response. Poor click-through rates.
Traditional communications aren’t cutting through the noise to create the kind of positive impact your business requires.
Explaining too much…engaging too little.
Your reps spend their time answering the same questions over and over again.
Ineffective customer engagement costs you in many ways.
Sales
Service
Marketing
Increase revenues and
reduce costs when you
create engaging
experiences:
• Interactive
• Personal
• Scalable
• Cost-efficient
• Compelling
Pitney Bowes | EngageOne Video | January 2016
6
S&P 500
Index
72.3%
120%
100%
80%
60%
40%
20%
0%
Cum
ula
tive
tota
lretu
rn
Customer experience
leaders
107.5%
Customer experience laggards
27.6%
Source: Watermark Consulting, 2015
8-year stock performance 2007-2014
Better customer experience drives better customer engagement.
Customer experience
leaders consistently
outperform the market.
Pitney Bowes | EngageOne Video | January 2016
Video is the new growth medium for customer engagement.
7
Video will account for 80%
of web traffic by 2019.
– Cisco
64% of marketers expect
video to dominate their
future strategies.
– Nielsen
70% of customers view
brands more positively
after watching interesting
video content.
– Axonn
Most viewed Strategically critical Positively influential
80%
Pitney Bowes | EngageOne Video | March 2016
64% 70%
EngageOne® Video: The video revolution is here.
8
Create 1:1 customer interactions.Real-time personalized video content specifically addresses each individual customer and his/her needs.
Achieve compelling results.*• More clicks.• Longer view times.• 98% positive response.• $MM in incremental sales.
*Examples of results from companies using EngageOne Video.
Drive interactive two-way dialogues.Actively engages customers letting each one define his or her own video journey in real time.
Pitney Bowes | EngageOne Video | March 2016
Increase success.
+25%
on-time payments*
+44%
Boost in sales*
Delivering relevant content at relevant time.
You can attract and keep customers through
greater focus on understanding them, recognizing their needs, and making them feel understood and through driving customer engagement.
9
Who
What
When
How
Pitney Bowes | EngageOne Video | March 2016
Data…Who, What, When, and How
Pitney Bowes | EngageOne Video | March 2016 10
DataClean
Integrate
Evaluate
Enrich
Data… Clean
Pitney Bowes | EngageOne Video | March 2016 11
James A Smith
James Smith, III
Jim Smith
J Anna Smith
J A Smith, III
Data… Clean and Integrate
How many
touches did it
take?
Who forwarded
to a friend?
Was it just
enough to get
the free
shipping?
Cash or credit?
How many calls
were made?
Who preferred
online, self-
serve support?
How many steps
were needed?
Pitney Bowes | EngageOne Video | March 2016 12
Data… Clean, Integrate and Evaluate
$200 $500
Pitney Bowes | EngageOne Video | March 2016 13
Data… Clean, Integrate, Evaluate and Enrich
Pitney Bowes | EngageOne Video | March 2016 14
Household• Number of people, marital status
• Ages, genders, ethnicities
• Health
• Education
Home• Housing type and tenure
• Location
• Mortgage and insurance
• Neighborhood
Pre-defined
Segmentation• Geodemographic based
• Affluence
• Lifestyle
• Socio-economic
Economics• Income, disposable income
• Purchasing power
• Spend by category
• Employment/Unemployment
$£€
Pitney Bowes | EngageOne Video | March 2016 15
Household• Number of people, marital status
• Ages, genders, ethnicities
• Health
• Education
Home• Housing type and tenure
• Location
• Mortgage and insurance
• Neighborhood
Pre-defined
Segmentation• Geodemographic based
• Affluence
• Lifestyle
• Socio-economic
Economics• Income, disposable income
• Purchasing power
• Spend by category
• Employment/Unemployment
$£€
Data… 360 Degree View
Corporate • Customer
• Sales and Costs
• Contacts
• Value
Real Time• Where
• What channel
Impacting customer experiences requires a lifecycle approach – and lifecycle requires data
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Engage and inform
prospects in their
research and
decision process
1
Investigate and
respond to negative
customer feedback or
contract cancellation
5
Drive renewals of
expiring contracts
6
Explain documents
to increase
understanding and
acceptance
2
Present cross & up
selling options
4
Provide entertaining
self-service
(and blended)
customer support
3
Interactive Personalized Video lets you evolve standard video to provide human 1:1 experiences at mass-marketing prices.
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What is interactive personalized video?
18
EngageOne Video is
It helps clients
It enables the art of the possible
• Delivery of customer interactions through video
• Customized, personalized and interactive content –served in real time
• Increase customer lifetime value
• Improve customer experience
• Transfer knowledge
• Shorten sales cycles
• Reduce operating costs
• Self-service to better inform, acquire, onboard, and retain customers
• Explain bills, statements and policies
• Virtual presentations
• Interactive video selling
Pitney Bowes | EngageOne Video | November 2015
Redefine the video experience by evolving to video that interacts.
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Traditional video
Everyone sees the same thing.
Personalized video
Each viewer sees their own video.
Interactive Personalized Video
Each viewer charts their own unique video experience.
Pitney Bowes | EngageOne Video | March 2016 20
Try it: www.myPBvideo.com
Evolve to video that interacts.
EngageOne® VideoEngagement. Evolved.
Booth # 115
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