Low-Touch Tactics to Grow Customer Adoption

Low-Touch Tactics to Grow Customer Adoption

Today’s Host: Nichole Lemieux

Partner Experience Architect, Global Customer Success Cisco Systems, Inc.

2© 2016 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

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Customer Success Methodology#successtalk

People

Automation

Process Analytics


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On demand webinars, videos, infographics, blogs, whitepapers and much more!

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http://impact-info.cisco.com/l/64992/2016-05-12/8m9zbm

Low-Touch Tactics to Grow Customer Adoption

Guest Presenter: Carrie Hawkins@owch

Marketing Manager, Digital Experience

Cisco Systems, Inc.

Guest Presenter: Anvi Bui@AnviBui

Marketing Automation Architect

Cisco Systems, Inc.


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Sources: Sirius Decisions, 2014; Gartner 360 Summit; CEB, 2013

Transforming the buying process

67% 2020 57%

Of the buyer’s journey is

now done digitally

Customers will manage 85% of their

relationship with the enterprise without

interacting with a human.

Of the purchase decision is

complete before a customer

even calls a supplier


Discovery

Define Audience

Define Workflow &

Create Content

Tailor to Regions

Execute

Analyze & Optimize

Journey automation process


Identify stakeholders within your company

Get a deep understanding of the product and how your

customers use it

Dig into persona research: Understand who the customer

is, what their goals are, and how they want to be engaged

Understand the business outcome


Discovery

Define Audience

Define Workflow &

Create Content

Tailor to Regions

Execute

Analyze & Optimize



Contact DataMarketing

AutomationPersonalized Experience


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0%

10%

20%

30%

40%

50%

60%

70%

80%

0-100 100-1000 1000-3000 3000-8000

Email Effectiveness by Campaign Size - GCS FY16

Segment Size

Open

Rate

Why data targeting?


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AnalyticsPrescriptive | Descriptive | Predictive

Company Level Data

• Install Base Size

• Services Purchased

• Contract Status

• Renewal Date

• Segment

Consumption Behavior

• Portal Registration

• Reports Run

• DA Registered

• SDA Enabled

Timing

• Last Email Send Date

Contact Level Data

• Email Status

• Job Ranking

Digital Behavior

• Target Contact Known

• Pain Point Known


1

2

3

What data do you have? (Current State)

Where is your data coming from? (Align)

What data do you want to capture, and why? (Ideal State)


Discovery

Define Audience

Define Workflow &

Create Content

Tailor to Regions

Execute

Analyze & Optimize



“Data drives personalization.Content reflects personalization.”

- @owch


Content & Workflow Development

1. Understand customer needs and potential pain

points

2. Perform content audit: what content do we have,

what content needs to be created?

3. Develop Workflow


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Content & Workflow Development

Evaluate (Customer Feedback Loop)

Create Audience

Take Personalized

Action

Wait then Evaluate

Take Personalized

Action

Email Send

(Welcome Message)

New

Customer

Social Media Targeting

(Educational)

Existing Customer

(Active)

Follow-up from Field

(Helpful Resources)

Existing Customer

(Inactive)


“Today’s self-educated, self-initiatedcustomer expects personalizationdriven by data.”

- @anvibui


Inventory DateReminds customer

of last date

SurveyLearn more about

their preferences

Tailored WebinarsHelps drive registration

for webinars; ensure right

webinar to right person


Email w/Landing Page

Social Media

Video

Support Community

Webinars

Field Enablement

In-Product Messaging

Social Media Advertising

Display Advertising

Simulive Webinars

SEO

Mobile

Direct MailWebsite (Cisco.com)

Industry Forums/Blogs

Content Syndication

Live Events

Phase 1 Phase 2


Discovery

Define Audience

Define Workflow &

Create Content

Tailor to Regions

Execute

Analyze & Optimize




Discovery

Define Audience

Define Workflow &

Create Content

Tailor to Regions

Execute

Analyze & Optimize



The handoff between program strategy & execution should never be a surprise.

Define the appropriate processes and document.


Discovery

Define Audience

Define Workflow &

Create Content

Tailor to Regions

Execute

Analyze & Optimize



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Best Practices:

• Create a trend analysis report to measure your campaigns – Identify KPIs FIRST.

• Benchmark against yourself vs. focusing against industry.

• Customer engagement rates should trend upwards.

• Unsubscribes and hard bounce back rates should trend downwards.

• Develop a post-campaign reporting schedule.

0%

10%

20%

30%

40%

50%

60%

70%

80%

J A N FE B M A R A P R

Open Rate Clickthrough Rate

Product Consumption - User Rate Hard Bounceback Rate

Unsubscribe Rate

Analyzing Your Campaign Performance Reports


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0%

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80%




Unsubscribe Rate

Use multiple data points to analyze your campaign performance across a channel.

Look for spikes in behavior.

EXAMPLE 1:

JAN: High Open + CTR+ High Unsub Rate

.



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0%

10%

20%

30%

40%

50%

60%

70%

80%




Unsubscribe Rate

EXAMPLE 2:

JAN: High Open + CTR+ High Unsub Rate

MAR: High Open Rate + Low CTR + Low Unsub

.



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0%

10%

20%

30%

40%

50%

60%

70%

80%




Unsubscribe Rate

EXAMPLE 3:

JAN: High CTR+ High Unsub Rate


MAR > APR: High Open + High CTR + Low Unsub

.



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0%

10%

20%

30%

40%

50%

60%

70%

80%




Unsubscribe Rate

EXAMPLE 4:

JAN: High CTR+ High Unsub Rate


MAR > APR: High Open + High CTR + Low Unsub

NOTE: Product consumption rates should correlate with engagement and trend upwards over time.

.



Ways to Optimize Now

• Implement A/B testing

• Use Progressive Profiling

Forms

• Mobile optimize your assets

• Refine audiences + Add

additional streams

• Experiment with the marketing

matrix (mix it up!)


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Healthy customers renew their service contracts and purchase more from your

company, but what does a customer healthy look like? Discover simple ways to

improve customer health for Smart Net Total Care and keep your customers

happy.

Product Usage: Your Silent Revenue KillerJune 28, 2016

Upcoming Sessions#successtalk

Sign up for a webinar

Closing your first sale is just the beginning to reaching the true value of your

customers. Find out more about capturing hidden opportunities that boost your

revenue potential in this four-part, short video series.

Expand Selling Tips to Increase Your Wallet ShareVideo on Demand

http://impact-info.cisco.com/l/64992/2016-05-12/8m9zbm


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[email protected]

[email protected]

@Schell_Shocked

@CiscoImpact

Let us know what you think!

Thank you.

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Low-Touch Tactics to Grow Customer Adoption

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