Obliterate your Customer Processes

www.toprightpartners.com 1 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET CORNER THE MARKET

OBLITERATE YOUR CUSTOMER PROCESSES

The Impact of Digital on Customer Processes

Dave SuLon

President and CEO, TopRight

January 7, 2015

@TOPRIGHTPARTNER /TOPRIGHT /IN/MARKETINGSCIENTISTS

www.toprightpartners.com 2 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET

§  UNDERSTAND – how digital has obliterated tradiTonal customer processes

§  EXPLORE – an updated customer process model (the Customer “BuyWay”)

§  IDENTIFY – ways to think about improving your markeTng, sales and service processes leveraging digital capabiliTes

§  TAKE ACTION – by conducTng a 10-‐minute assessment for your organizaTon

GOALS FOR TODAY


Used your mobile phone app (Google, Urbanspoon, etc.) to find a restaurant?

Tried a business because of a friend’s post on Facebook?

Avoided a business because of their negaTve reviews on Yelp?

“Liked” a favorite business on Facebook?

Bought daily deal vouches at Groupon for yourself or a friend?

“Checked-‐in” at a business on Foursquare to get a special offer?

Researched service businesses online at Angie’s List before picking one?

Reacted to banner ads that remind you about something to buy?

WriLen an online review, tweeted or blogged when you have a bad experience?

CUSTOMERS DO THESE THINGS EVERYDAY – ITS HOW PEOPLE BUY NOW

HOW RECENTLY HAVE YOU…?


STIMULUS FIRST MOMENT OF TRUTH (SHELF)

SECOND MOMENT OF TRUTH (EXPERIENCE)

TRADITIONAL MENTAL MODEL FOR CUSTOMER PROCESSES


NEW MENTAL MODEL FOR CUSTOMER PROCESSES

STIMULUS FIRST MOMENT OF TRUTH

(POS)

SECOND MOMENT OF TRUTH

(EXPERIENCE)

ZERO MOMENT OF TRUTH

(ZMOT)

WHICH BECOMES THE NEXT PERSON’S ZMOT

Source: Google www.zeromomentoiruth.com

?


WHAT CUSTOMERS DO BEFORE BUYING

50% 49%

38% 36% 31%

22% 22% 18%

41% 37%

33% 30%

20% 19%

Searched

online, used search engine

Talked

with

friend

s/family abo

ut th

e prod

uct

Compa

rison

shop

ped prod

ucts online

Sought inform

acon

from

a produ

ct

bran

d/man

ufacturer w

ebsite

Read

produ

ct re

view

s or e

ndorsemen

ts online

Sought inform

acon

from

a re

tailer/store-‐web

site

Read

com

men

ts fo

llowing an

arccle/op

inion

piece on

line

Became a friend

/follower/”liked

” a bran

d

Look

ed at the

produ

ct package in th

e store

Read

a brochure/pa

mph

let a

bout th

e

prod

uct in the store

Talked

with

a sa

les p

erson or associate in th

e store

Look

ed at signa

ge/display abo

ut th

e

prod

uct in the store

Tried a sample/expe

rienced

the prod

uct in a store

Talked

with

a customer se

rvice represen

tacv

e on

the ph

one

ZMOT 1st MOT

TODAY, YOU ARE NOT BEHIND YOUR COMPETITION.

YOU ARE NOT BEHIND THE TECHNOLOGY.

YOU ARE BEHIND YOUR CUSTOMER.

Source: Google www.zeromomentoiruth.com


UNDERSTANDING YOUR CUSTOMER

KEY QUESTIONS TO ASK YOURSELF

How do customers iniTally discover me and conTnue to see/hear about my brand?

How do customers research, evaluate and prefer my brand vs. compeTtors?

How do customers become loyal advocates and share their brand experience with others?

How do customers decide to buy from me and contact me?

Successful businesses use strategies and tacTcs to target customers at all stages of the buying funnel for maximum awareness, leads, referrals and repeat purchases.

REVIEW, REFER & REPEAT

AWARENESS

CONSIDERATION

PURCHASE


CUSTOMER ENGAGEMENT IN THE MID 20th CENTURY


SAW TRADITIONAL OFFLINE ADS

SPREAD WORD OF MOUTH

CHECKED PRINT DIRECTORIES

ASKED FRIENDS

?

I love it

AWARENESS

CONSIDERATION

PURCHASE


TRADITIONAL CUSTOMER PROCESSES


CUSTOMER ENGAGEMENT IN THE LATE 20th CENTURY


“AUTOMATED” CUSTOMER PROCESSES

AWARENESS

CONSIDERATION

PURCHASE

OFFLINE ONLINE

?

I love it

SAW TRADITIONAL OFFLINE ADS

SPREAD WORD OF MOUTH

CHECKED PRINT DIRECTORIES

ASKED FRIENDS

SAW BANNER ADS

SEND EMAIL/WORD-‐OF-‐MOUTH

SEARCHED THE WEB

CHECKED REVIEWS



CUSTOMER ENGAGEMENT TODAY


AWARENESS

CONSIDERATION

PURCHASE

Customers are influenced by many forms of media and different actors at each stage of their process

AWARENESS

CONSIDERATION

PURCHASE

TOP DOWN VIEW OF FUNNEL


REVIEW

“OBLITERATED” CUSTOMER PROCESSES


THE TRANSFORMED CUSTOMER PROCESS: A SPIRAL

AWARE

PURCHASE

REFER & REPEAT

CONSIDER


HAPPY, ENGAGED AND PROFITABLE CUSTOMERS DO NOT APPEAR BY ACCIDENT. THEY ARE CULTIVATED THROUGH A SERIES OF INTENTIONAL MARKETING, SALES AND SERVICE PROCESSES.

INTEGRATING CUSTOMERS INTO YOUR BUSINESS PROCESSES


"RATHER THAN TREATING PEOPLE AS PASSIVE CUSTOMERS WHOSE NEEDS CAN BE ANTICIPATED AND SHAPED BY CENTRALIZED DECISION MAKERS, PULL MODELS TREAT PEOPLE AS NETWORKED CREATORS EVEN WHEN THEY ACTUALLY ARE CUSTOMERS PURCHASING GOODS AND SERVICES."

-‐ JOHN SEELY BROWN (2010)

16


CUSTOMERS INTEGRATED INTO YOUR BUSINESS PROCESSES

BEFORE AFTER

SUPPLIER SUPPLIER CUSTOMERS CUSTOMERS PUSH PULL

MARKETING

SALES

SERVICE

P E R I O D I C & T I M E B O X E D F I X E D & S T A N D A L ON E O N E T O M AN Y B R A N D MONO L O GU E P E R S U A S I O N

P L A NN E D & P R OMO T I O N A L A N ON YMOU S P U S H

C O N T I N UOU S & R E A L T I M E A D A P T I V E & I N T E G R A T E D M AN Y T O M AN Y C U S T OM E R D I A L O GU E A U T H E N T I C I T Y

A D -‐ H O C & C O L L A B O R A T I V E K N OWN P U L L


customer INVESTMENT

LOW COST HIGH COST

NEED

WANT CUSTOMER

MINDS

ET

STAPLE NECESSITY

LUXURY SPLURGE

To Execute Your Strategy with Success You Need to Know the Path Your Customers Take

UNDERSTANDING YOUR CUSTOMER’S “BUYWAY”


DAY 1 DAY 3

REVIEW

& REFER

BU

Y CO

NSIDE

R AW

ARE

DAY 1O DAY 11 DAY 15 DAY 16 DAY 17 DAY 18 DAY 24

Decides to buy new car

3 clear frontrunner vehicles in her mind

Previous influence by TV, radio & print

Researches 3 favorite cars: safety, price, fuel econ

Visits car reviews sites: Edmunds, Kelly Blue Book

Time passes (Busy at work)

While surfing clicks banner ad for dealer

Visits dealer website to review inventory

Researches other favorites, visits dealers sites for pricing/inventory

Time passes (Busy at work)

While surfing sees ad for 1 of the 3 dealerships (retargeTng display ad)

Ready to visit in person searches maps for dealerships

Checks online reviews on Google Place pages

Aier a long day, negoTates & buys

Aier purchase, she “likes” them on Facebook for maintenance offers

Writes reviews on Google

Tweets about door ding & dealership replies “Come in for a free touchup!”

FAIRLY COMPLEX CUSTOMER BUYWAY: CAR PURCHASE


•  Predictable purchase behavior driven by mass markeTng

•  Best explained by a linear progression down the buying funnel

SUMMARY

AWARENESS

CONSIDERATION

PURCHASE


•  Customers became aware of business via “mass markeTng” on relaTvely few offline channels (local TV, radio, newspapers, magazines, direct mail)

•  Customers personally asked a few colleagues, friends and family for recommendaTons

•  Customers used local print directories like Yellow Pages

•  Customers told a few close friends about their like/dislike of a business (tradiTonal word-‐of-‐mouth)

•  Customers loyalty influenced by direct mail

•  Complex purchase behavior influenced by ads, user content and social media

•  Best explained by a spiral zigzag around the buying funnel

•  Customers bombarded with ad messages across thousands of offline and online channels PLUS customer generated content on social networks, review sites, blogs, videos sites, etc.

•  Customers instantly get input from hundreds of people on social networks

•  customers research mulTple businesses on their websites, blogs and review sites

•  customers influenced by target ads

•  Customers use search engines, review sites and daily deal sites (on both web and mobile devices)

•  Customers use web/mobile to immediately comment review, rate and rant about their experience, influencing friends and many others via social and review sites

•  Customers loyalty and repeat buying influenced by engagement on social sites

PAST PRESENT

RECAP ON CUSTOMER PROCESS TRANSFORMATION


CUSTOMER ENGAGEMENT IN THE IMMEDIATE FUTURE

A MERGING OF ALL THE MOMENTS OF TRUTH

•  MOBILE – is the accelerant

•  IMAGES AND VIDEO – enhance the experience

•  PROXIMITY BEACONS – close the gap between digital and physical

•  REWARDS-‐ drive loyalty and advocacy


SO WHAT’S NEXT FOR YOU?

•  REDESIGN – your processes to reach, engage and collaborate with your target customers through the right channels at the moments of truth along their BuyWay

•  EXECUTE – your Customer BuyWay strategy i.e. –  Targeted (and retargeted) adverTsing –  Content markeTng –  Social media markeTng –  Campaign management –  Sales conversion tools –  ReputaTon management –  Advocacy programs

SHOWING UP IS 80% OF LIFE

•  ASSESS – your digital markeTng capabiliTes to reveal opportuniTes

•  MAP – the Customer BuyWay for

your products and services


Digital Marketing Opportunity Assessment Completed For YOUR COMPANY- January 7, 2015

Overall Integrated Marketing Strategy Assessment Score è Your marketing aims to be customer centric and responsive to member needs. è Your marketing is aligned to business goals. è You have occasional discipline on writing plans for the marketing team, and each channel. è Your integration between channels is weak in several key areas -although clearly the teams are collaborative. è For your size of company and industry, our benchmarks show you to be placed in the midway area of our Opportunity Grid. è Your primary areas of opportunity are: 1. Adopting an analytics-driven approach to content and outbound campaigns would improve segmentations and relevancy, and boost conversions. 2. While many digital channels are optimized themselves, there is limited integration, which may be frustrating or annoying to customers - and leaving money on the table. 3. Social and search may be a key area of optimization by adopting a "learn and test" methodology based on engagement metrics in both channels.

65

Integrated Marketing - Areas of Opportunity Score Content Marketing - Areas of Opportunity Score

è Most marketers also do not have a formal plan for integration. This is an opportunity for investment, probably in small steps. è Any investment in this area will require human and process investments. è By incompletely gathering and integrating data, you are not able to fully understand your customer journey around various channels. This could have an impact on revenue, AOS, loyalty and engagement. è You are not capturing or data in real time, and may be losing sales opportunities through customization.

43 è Content marketing is a core area of marketing for you. You have consistently high benchmarks in this area. è Your content is bold, on brand and engaging. Sharing metrics and acquisition strategies must be optimized to align with content marketing.

84 Digital Analytics - Areas of Opportunity Score Digital Advertising - Areas of Opportunity Score

è A digital analytics plan is an imperative, and without it, your ability is limited for identifying and optimizing successful strategies. è Many B2C marketers of your size have limited analytics staff, however this can be outsourced for early learnings. è Your analytics presence is so limited, that a quick start program is advised. Start with a fractional attribution model. Then focus on an area (or channel) of mid-strength to demonstrate the value and improve the case for investment.

32 è Digital advertising is a core area of marketing for you. You have consistently high benchmarks in this area. è Digital display could be a great source of analytics on customer and prospect conversation, language and behavior, which may provide new insights for content and outbound. è Your use of programmatic solutions could be an accelerator for your branding reach and acquisition. Further analysis of success metrics is needed to fully assess the opportunity.

78 Email Marketing - Areas of Opportunity Score Social Marketing - Areas of Opportunity Score

è You are so reliant on this channel, and the use of a formal plan and KPIs is an imperative for continued success. è Personalization of message and cadence is a vital part of your brand, an important to continue. è As purchase or participation compels the permission grant, a welcome series and personalized recommendations would improve subscriber value. è You are following most good practices for sender reputation, but may have opportunity in this area. è List growth should be higher, and an area of focus for digital, website, customer service and social teams.

81 è Social marketing is a core area of marketing and brand position for you. You have consistently high benchmarks in this area. è Social success is not limited to popularity ("likes") but must be linked with actionable content and sales. è Your use of social could be an opportunity for integration with outbound messaging and content marketing.

78

Mobile Marketing - Areas of Opportunity Score Search Marketing - Areas of Opportunity Score

è Mobile is the common denominator for all digital experience, and having a defined mobile plan that is synched to all other channels is essential. è Your outbound campaigns are somewhat optimized for mobile. Investment here will be determined by data on mobile use by key audiences. è Overall, mobile customization is underutilized. Given your business model, mobile experiences may not be a current area of focus, but will become increasingly important in future.

40 è Like digital advertising, programmatic SEO and SEM are core areas of marketing for you. You have consistently high benchmarks in this area. è Search data could be a great source of analytics on customer and prospect conversation, language and behavior, which may provide new insights for content and outbound. è While much of SEO is commoditized, there are newer services that provide richer insights, predictive models and automated optimization. These may be worth exploration.

81

Benchmark Score: B2C Companies Your Rank Benchmark Score: Digital Team Size Your Rank

Of all the B2C companies who have completed the TopRight Assessment, the average overall score is: 74 87% Of all the companies with a digital team size of 6-12 who have completed the

TopRight Assessment, the average overall score is: 82 79%

•  Benchmark your digital markeTng capabiliTes

•  IdenTfy opportunity & vulnerability

•  Calculate your integrated markeTng potenTal

•  Get great ideas for 2015 process improvements

It Only Takes 10 Minutes!

toprightpartners.com/engagement/tools/)

TAKE ACTION: TOPRIGHT DIGITAL ASSESSMENT


Dave Suoon President and CEO Office: 678-‐384-‐6700 Mobile: 404-‐229-‐0234 Email: [email protected]

TopRight, LLC 950 E Paces Ferry Road Atlanta Plaza, Suite 2195 Atlanta, GA 30326

@TOPRIGHTPARTNER /TOPRIGHT /IN/MARKETINGSCIENTISTS

CONTACT ME


Obliterate your Customer Processes

Marketing

market corner

customer processes stimulus

traditonal customer

customer buyway

market stimulus

customer service representacve

service processes

product reviews