Balancing customer needs and business objectives to achieve customer centricity
Balancing customer needs and business objectives to achieve customer centricity!
the World Has Changed
People Have Changed
communication has changed
Technology has changed
The customer
Once upon a time
We used myths to influence behavior
Advertising created new myths
and told us what to eat
What to drink
And How to behave
The corporate brand ruled
Then came the internet
more choices
More influence
more Channels
Consumers gained control
The business
More competition
More measurement
Brands lost control
The weB
How many of your companies have a website
Why?
What would your customers say if your website disappeared
What would your CEO say
How do you know if it matters
Web experience objectives
consumers typically visit websites for one of the following reasons
Infotainment! Search! Discovery!
Research! Purchase! Support!
businesses typically want site visitors to accomplish one of the following objectives
Brand Awareness! Education! Buy!
Manage! Self- Service! Advocacy!
Use!Awareness! Consideration! Evaluation! Purchase! Advocacy!Support!
brands
consumers
The customer Journey
Mutual relevance
Holding up the mirror…..
Holding up the mirror…..
“We want 500,000 Facebook fans”
“What’s the point in me ‘liking’ your page? I’m not
interested”!
“Omni channel is our #1 priority – we need to be communicating with our
customers through as many channels as possible”!
“Leave me alone! Stop spamming me….”!
The business decided…! …and customers think!
Holding up the mirror…..
“I want my experience to be personalized”!
“We need a lot more profiling information before
we can customize the experience”!
“Dealing with a company should feel effortless and
not take up too much time”!
Customers need...! … Business responds!
“We need our customers to spend more time on our site, and we need to deliver rich user experiences that show
how innovative we are”!
Making it real
Problem # 1 – Square Peg in a Round hole
LANDING PAGE
WEBSITE
Problem # 2 – contextual disconnect
Anything wrong
The power of search
Doesn’t always deliver the right context What happened to San Francisco?!
Problem # 3 – we’re not all alike
A specialist?
Tractors - baby furniture - Christmas decor
The technology Solution
align the inbound marketing campaign
Learn from the context
From May 1 to July 15!Referrer: Senior Travel!
Referrer: Google!Search: beach holiday,! family, Florida!
Every Monday!From 8am to 11am!Geo location: City!
Fallback promotion!From April to June!
Manage beyond the home page
Context aware!Upsell Offers!
Preference driven!Filtering!
Prioritize!Search Results!
Guided!Navigation!
Relevance through dynamic personalization
Insight planning delivery
Dynamic personalization
The fair exchange
The Key to becoming Customer Centric!
Takeaways
① Understand what your customers want when they come to you!
② Understand what your business wants from your customers when they come to you!
③ Look in the mirror and see if you’re offering a fair exchange!
④ Deliver mutual relevance through dynamic personalization!
And we’re here if you need some help
Washington dc Richmond va Seattle wa
Tahzoo is a leading customer engagement agency that empowers Global 1000 enterprises to create and deliver customer experiences that are engaging, relevant and persuasive across all digital channels and devices.!
Global Partner of the Year 2012! John Kottcamp, CMO!
[email protected]!@jkottcamp!