Engaging Astrid Swanson “The most successful organizations co-create products and services with customers, and integrate customers into core processes. They are adopting new channels to engage and stay in tune with customers. By drawing more insight from the available data, successful CEOs make customer intimacy their number-one priority.” -IBM Insights from 1500 CEOs, 2010 Lorne Gladstone, Managing Partner, Centtric Klaas Bals, Director & CTO, Inventive Designers Xplor International Conference & Vendor Forum, March 27-29, 2012
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Engaging Astrid Swanson
“The most successful organizations co-create products and services with customers, and integrate customers into core processes. They are adopting new channels to engage and stay in tune with customers. By drawing more insight from the available data, successful CEOs make customer intimacy their number-one priority.”
Xplor International Conference & Vendor Forum, March 27-29, 2012
The Challenge
Xplor International Conference & Vendor Forum, March 27-29, 2012
Xplor International Conference & Vendor Forum, March 27-29, 2012
The cost of not engaging..
Retention Acquisition
5 times More $
Example #1Personalization? What Personalization?
Xplor International Conference & Vendor Forum, March 27-29, 2012
Example #2Word spreads FAST.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Example #3Scan? Open? Both?
Xplor International Conference & Vendor Forum, March 27-29, 2012
Ready, Set, Engage.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Ready
1
Companies must know their customer.
Ready.
Xplor International Conference & Vendor Forum, March 27-29, 2012
"There is only one boss. The customer. And he can fire everybody in the company from the chairman on
down, simply by spending his money somewhere else."
-Sam Walton, Walmart
You may think you know them,
Ready.
Xplor International Conference & Vendor Forum, March 27-29, 2012
but do you really?
Ready.
Xplor International Conference & Vendor Forum, March 27-29, 2012
-IBM Social Media Report, 2010
1. For Discounts
2. To Purchase
3. Reviews & Rankings
4. General Info
12. Be part of a community
Customers say:
Why Customers Go to Companies’ Social Sites:
1. See New Products
2. General Info
3. Submit Product Opinions
4. Exclusive Info
12. For Discounts
Companies think:
Ready.
Xplor International Conference & Vendor Forum, March 27-29, 2012
How would YOU get a message to Lorne or Centtric?
Ready.
Xplor International Conference & Vendor Forum, March 27-29, 2012
You aren’t alone.“A CMO described the prevailing view when she said
‘The empowerment of the consumer is generating more complexity. The mental model is changing. We are facing a major social
transformation.’
31% of CMO’s feel unprepared to deal with this complexity.”-IBM's “From Stretched to Strengthened", a study of 1700 CMO's, 2011
Xplor International Conference & Vendor Forum, March 27-29, 2012
Ready, Set, Engage.
2
Set
And now, the customer’s point of view.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
Meet Astrid Swanson.
How did we get here?
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
1880 1900 1920 1940 1960 1980 2000 2020
Production Era
Sales Era
Marketing Concept Era
Marketing Orientation Era
Customer Experience Management Era
- Marketing (Canadian 7th edition)
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
What Does the Customer Want?
“Satisfying the customer is a race without finish.”
-Vernon Zelmer
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
1. Jean-Pierre wants to feel like an individual.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
2. Sally wants to choose how she communicates with you, and vice versa!
RSS/ATOM
Voice XML
Fax
Print Web
E-mail
Mobile
Social Media Text
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.W
hat A
mer
ican
s O
wn.
- www.Pewinternet.org
Mail Delivery
99% of Households & Businesses.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
3. Antonio wants to be communicated with in his preferred language. According to the 2007 US Census, over 55 million (19.7% of the U.S. population) don’t speak English at home.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
6. Manuel wants simple, easy to understand content.
What follows is an example of some bank wording that was recently reworded, much to the relief of its customers.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
AFTER
We and our advisors may receive ongoing commissions on any mutual funds you hold. In addition, we and our related companies may be a sponsor of mutual funds and may receive compensation
from those funds.
BEFORE
In respect of investment in mutual funds, you acknowledge that NBF or advisors employed by NBF may receive from other persons ongoing trailer commissions in respect of any mutual fund in which you hold investments, and that NBF or its related entities may be a sponsor of a mutual fund and may receive compensation in relation to such mutual funds.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
7. Robert cares about the environment.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
8. Mark needs to feel safe.
“80% of potential bank customers want to communicate with their banks using secure email, while only about 40% can do so currently.”
-Osterman Research 2011
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
9. Margaret appreciates being reminded.
Be proactive.
Automated notifications and client data make it possible for you to make their lives a little easier.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
10. Samuel wants a consistent look and feel.
hy do Americans go to McDonalds when in Amsterdam?
ecause they know what to expect.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
11. Mary doesn’t like to repeat herself.
If a customer has spoken to one person in your company; they shouldn’t have to repeat themselves.
Insurance companies have been known to send renewal letters to deceased customers because the claims department never shared their information with underwriting.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
Here are examples of companies who are successfully engaging their customers.
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
Farmers2.9% market share in 2010
Allstate 5.5% market share in 2010
70,000 likes 2,300,000 likes
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
Nike ExampleAFTER
Optimized for DHL*= faster scanning times= better shipping rates
Traditional label
BEFORE
Xplor International Conference & Vendor Forum, March 27-29, 2012
Set.
Piggy Bank
AFTERBEFORE
•1300 Investment advisors each created a different welcome letter•No consistency•No branding•No control
Ready, Set, Engage.
3
Engage
Xplor International Conference & Vendor Forum, March 27-29, 2012
Engage.
• Largest Telco • Founded in 1930• 6 Billion revenue• 17.000 employees• 2000 offices• 5 Million+ customers
Xplor International Conference & Vendor Forum, March 27-29, 2012
Engage.
StartJob
RetrieveTargets
/ Segment
AssignSchedule
CRMSalesforce.com
XML
Tracking Database-Job
- Contact schedule=“schedule.xml” status=“sms”
- Contact- ...
-Job- Contact
Xplor International Conference & Vendor Forum, March 27-29, 2012
Engage.
start endPrint
If everybody was Astrid Swanson…
Xplor International Conference & Vendor Forum, March 27-29, 2012
Engage.
start
end
Email
Emailed
Soft Bounce
Print
Success
Error
Soft Bounce
After 3 retries
After 12 hours
Hard Bounceor After 7 days
ConfirmationRead Receipt
Xplor International Conference & Vendor Forum, March 27-29, 2012