YEAR OF THE

2 KEY DIGITAL STRATEGIES CUSTOMER

2016

HI. I’m Craig – @smallfarmdesign

IS YOUR CURRENT EXPERIENCE SUPERIOR

?

80%

Companies believe they provide a superior experience

8%

Customers who agree

80%

8%

THE EXPERIENCE GAP

Companies believe they provide a superior experience

Customers who agree

“” In 2016, CX will be among the top 10 critical success factors determining who will win and who will fail in the age of the

customer. Forrester

2 DIGITAL STRATEGIES

2 DIGITAL STRATEGIES BETTER A/B TESTING 1

STOP THROWING

TO SEE WHAT STICKS

GATHER DATA

GATHER DATA

CREATE HYPOTHESES

GATHER DATA

CREATE HYPOTHESES

RUN TESTS

GATHER DATA

CREATE HYPOTHESES

RUN TESTS

ANALYZE & REPEAT

2 DIGITAL STRATEGIES

PERSONALIZED EXPERIENCES 2

“” Consumers will expect to have more relevant content and will

also expect brands to know more about them in the course

of their interactions. John Arnold

“” Marketers agree that their organization’s growth ultimately depends on

personalization and better customer knowledge

IBM Commerce Report

Hmm,

“” Only 31% of marketers say they use customer data to provide better experiences

“” Only 16% of marketers feel that their organizations are

delivering customer experiences that fulfill their

brand promises

“” 5% of marketers say they have mastered the ability to predict the customer journey and truly understand which actions will

derive maximum value

“” Only 3% of marketers said they were realizing the full revenue potential of their

customers

WTF?

HOW WE GOT STARTED

HOW WE GOT STARTED PICK SOMETHING 1

HOW WE GOT STARTED

STAY SMALL 2

PICK SOMETHING 1

Logo

What Style?

Vera Wang

Logo

Custom (DNA)

Neil LaneTolkowsky

What Price?How To Start?

What Style?

Vera Wang

Logo

Custom (DNA)

Vera Wang

Neil LaneTolkowsky

What Style?

What Price?How To Start?

Non-Branded

Custom (DNA)

What Style?

Vera Wang

Logo

Custom (DNA)

Vera Wang

Neil LaneTolkowsky

What Style?

What Price?How To Start?

Non-Branded

Custom (DNA)

Customer Exits

Diamond Jewelry

What Style?

Vera Wang

Logo

Home

Custom (DNA)

Vera Wang

Neil LaneTolkowsky

What Style?

What Price?How To Start?

Non-Branded

Custom (DNA)

Returning Customer

Customer Exits

EducationNon-Branded

Gallery (PLP)

BrandCustom (DNA)

What Style?

Vera Wang

Logo

Home

Custom (DNA)

Vera Wang

Neil LaneTolkowsky

What Style?

What Price?How To Start?

Non-Branded

Custom (DNA)

Returning Customer

Customer Exits

EducationNon-Branded

Gallery (PLP)

BrandCustom (DNA)

Customer EntersSEO /SEM

Diamond Jewelry

Email

Social Retargeting

Diamond Jewelry

Home

Radio / TV

HOW WE GOT STARTED

STAY SMALL 2

SNOWBALL LEARNINGS 3

PICK SOMETHING 1

WHAT IT MEANS

= HAPPY CUSTOMERS

HAPPY EXECUTIVES

QUESTIONS

? Lemme know– @smallfarmdesign