121 to Many Customer Engagement
Customer Experience Management Challenge 80% CEOs think they provide …but only 8% of a superior service… consumers agree (Bain & Co) Organizational Customer CX Capabilities Expectations To succeed, you must design outstanding experiences and the ecosystem to deliver them, demonstrate the business value of customer experience as a discipline, and lead its adoption across the organization. Source: Forrester ‘Customer Experience Professionals’ 2019
From CX to Customer-Driven Experience ‘Customer experience refers to how customers perceive their interactions with your company’ Source: Forrester, CX Transformation 2019 Design the Customer Experience from your audience’s perspective Observe how your customers interact with your brand Not enough to simply receive feedback and ‘fix’ Need to observe, ask, listen, fix, change and inform to continuously improve and close the loop Listen to your customers and let them drive the CX Strategy
“Which three areas of email marketing do you need to focus on in the next 12 months?” Personalisation 32% RIGHT MESSAGE Segmentation 29% RIGHT PERSON Automated campaigns 37% RIGHT TIME
T o inspire , inform and influence to meet the needs of and audience Mission Continual engagement Focus on the customer Support young people Be innovative Relevancy Strategic priority
Support young people Strategic priority Provide relevant services Commercial goal Activate, retain, and upsell Audience strategy Initiate usage of Increase use of Win-back lapsed Upsell to next Lifecycle strategy services services customers level Welcome Nurture Retention Cross-sell Tactics programme programme programme programme Engagement, Conversions, Reduced lapsed Conversions, KPIs conversions revenue segment revenue
Put yourself in your customers’ shoes
Identify customer touchpoints Re-engage Birthday Trial Welcome Lead RETAIN nurture ACQUISITION CONVERT Abandon Newsletter Lapsed CAPTURE EMAIL & PERMISSION RE- ACTIVATE Cross-sell Renewal Replenish Post-purchase Re-permission
Automated based on their touchpoint data Remind them of benefits and BUILD THE RELATIONSHIP provide a tailored journey Re- Lapsing engagement Regular Acquisition Welcome Nurture comms Activation Post-purchase Cross-sell BUILD ON THE RELATIONSHIP Value-exchange completed. Introduce the brand, the benefits and differentiators
Re- Lapsing engagement Regular comms Personalised to Opportunity to Incentivise to the customer capture data entice customer reminding them to action of the benefits Interests & Capture & Thank you preferences convert Re-engagement Regular comms email Last Incentive Lapsed chance/incentive reminder Re-engagement Multi-channel Multi-channel trigger intervention intervention
CX is the new battleground “Consumers are increasingly looking for more tailored experiences built around their individual needs and preferences…” Upland Adestra-Econsultancy Email Census 2019 Millennials will pay 21% more to do business with companies who excel at customer service American Express 2019 Nearly 1/3 of customers report sending a mobile/SMS message to the company requesting assistance…54% of customers used email customer service channels making it the most commonly used digital channel Forrester Customer Service Trends 2018 In most cases, customers don’t tell you they’re unhappy. In fact, only 1 in 26 unhappy customers actually complain. ThinkJar via Huffington Post
Takeaways
If you have… Five minutes One hour A day Put yourself in the shoes of Consider where your Ensure your feedback your customer and design programme sits within the mechanisms are in place and what an ideal journey would wider strategy and what that you’re acting on look like (experience and success criteria to apply. Set customer data and feedback content) KPIs to measure impact you receive
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