ENGAGEMENTDesigning a Belonging Experience
Seeing around the corner
1. Factors that are shaping how consumers
interact with brands
2. Identifying the key factors that drive loyalty
3. The three sides of engagement
4. The new “Belonging Experience” model
5. Belonging Experience leaders
Our Challenge
Skepticism
Conflicting Needs
Time Poor
Fear
Autopilot
Collaboration
Simplicity
Emotive
Empowering
Intrusive
> >
Bra
nd
Loyalt
y
Putting the trend puzzle together
Vigilant Network
Empowering Knowledge
Experiential Lifestyle
Belonging Doorways
Empowered Knowledge
•Growth of the internet as the source of knowledge
•It is about learning and sharing information
•Future currency will be knowledge based
•Need for consumers to connect
Putting the trend puzzle together
Belonging Doorways
•Need for growth key consumer need driver
•Evolve from functional to aspirational
•Change of family nucleus driving need to belong
•Need to learn from others
Putting the trend puzzle together
Experiential Lifestyle
•Need for status
•Experiential marketing growing beyond the store
•Strong need to have new experiences and experimentation
•Want to be in control of the experience
Putting the trend puzzle together
Vigilant Network
•Heightened awareness of social and environmental issues
•Crowd clout
•Internet a forum for whistle blowing
•The “free” culture
Putting the trend puzzle together
Proprietary Product, Service or Process
Engaging Community
Unique Experience
Distinctive Persona
Evolving the Competitive Ladder
Belonging Experiences = Engagement Community
Process
Message
Structure
IdealEngaging
Experience
Customer Knowledge Needs
Info
rmat
ion S
harin
g
Rela
tionsh
ip B
uild
ing S
upport
Three Sides of Engagement
Customer needs and motivations
Customer attitudes and behaviors
Employee needs and motivations
Employee attitudes and behaviors
Brand purpose and identity
Brand image and reputation
Customerexperience
Customerproposition
Employeeexperience
Employeeproposition
Integrated Engagement
© LEVEL5 Strategic Brand Advisors 2009 Confidential – Do Not Copy
Belonging ACT Model
5
Aware
Attract
Communicate
Connect
Transact
Trust
Advise
Create
Translate
Advocate
Collaborate
Transform
RitualHigh Brand
LoyaltyLow Brand
Loyalty
Driving short-and long-term value
The A.C.T. model allows companies to:
•Retain the best customers
•Build stronger brand equity
•Create brand momentum
A.C.T. allows companies to fully leverage their brand equity in meaningful and new ways.
Belonging ACT Model
© LEVEL5 Strategic Brand Advisors 2009 Confidential – Do Not Copy
Communicate/Connect• Start the relationship/one-
on-one
• Provide personal advise
• Demonstrate benefits
• Impact knowledge expertise
Attract/Aware• Communicate point
of difference
• Start the engagement
• Capture attention
• Communicate offering
Transact/Trust• Fast/Expedient Job
solution
• Simplify offering/life
• Ongoing knowledge/product empowerment
• Advocate/friends are your sales people
Belonging ACT Model
Investment > Knowledge Enabler
1928
2029
21
Empowerment > Apple
22
23
24
Coffee > Need for Recognition
Clean > Genuine
Engagement Steps
Engagement Evaluation1
• Initiate an engagement audit:• SWOT Review
• Industry Trends
• Benchmarks
• Consumer and Staff Research
• Use the R.A.C.E. filter
• Repurpose/Reduce
• Align/Add
• Consolidate/Communicate
• Eliminate
Recommendations
Reduce/Redistribute
Align
Consolidate/Communicate
Eliminate
Ideal Engaging Experience
1Engagement Evaluation
Repurpose/Redistribute Align/Add Consolidate/Communicate Eliminate
Process
Message
Structure
1Engagement Evaluation
2A.C.T. Modeling
• Map-out using the A.C.T. model each consumer touch point and how it can evolve to create strong engagement
• What are the steps taken by consumers and what are their sequential values? How do they differ pending consumer target group profiles?
• What are the hidden need states that are not being met by the current consumer experience and how can these be leveraged?
• How can the environment help build a total consumer experience that is meaningful?
• How to leverage a shift of power between the customer and organization?
2A.C.T. Modeling
• Prioritize the R.A.C.E. learning and incorporate into the A.C.T. model
• Take into consideration how the process, messaging and structure will influence the consumer experience
• Explore how external and internal factors will impact the experience
Aware/Attract Communicate/Connect Transact/Trust
Process
Message
Structure
2A.C.T. Modeling
3A.C.T. Scenario
• Design different consumer engagement experiences, building on the key questions
• Identify how the front-line staff, processes and structures integrate within the engagement experience
• Determine the content and role communication elements will ensure a strong engagement with customers and staff
Engaging
Empowering
Evolving
Viral
Integrated
Belonging Experience Criteria
Thank You
Get Engagedwww.belongingexperiences.com