The Customer Engagement Imperative - Connecting for Competitive Advantage
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Transcript of The Customer Engagement Imperative - Connecting for Competitive Advantage
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Sponsored by: The Customer Engagement Imperative:
Connecting for Competitive Advantage
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Jay Bourland SVP & General Manager
Tom Hoffman Executive Business Editor
Meet the Team
2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.
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2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.
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The customer and market trends that are driving the need for
companies to deliver engaging omnichannel experiences
The definition of “true” customer engagement
Strategies for dismantling organizational and technical silos to
deliver a holistic customer experience
How companies across different industries are using
incremental approaches to drive engagement
2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.
Agenda
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2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.
Customers Are Empowered with Intelligence at Their Fingertips
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2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.
Gaining a More Unified View of the Omnichannel Customer
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2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.
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Jay Bourland SVP & General Manager
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Customer Engagement Today…. anytime, anyplace
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The Explosion of Peer Influence
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Remember when shop keepers knew who you
were? Your customers still expect that!
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What Is Customer Engagement?
“Customer Engagement is a
customer's emotional response to their
Total Customer Experience.”
-- Chris Kirby, Fifth Quadrant
“Proactive involvement.”
-- Peppers & Rogers
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Treat Each Customer Like She Is the Only One
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Engagement Drives Business Results
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Context
Reason for interaction
Channel, time &
location
Manned or unmanned
Recent account behavior
Recent interactions
Recent marketing
activity
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“Uplift analysis is a must- consider
concept for every organization with
significant campaign management
activities”
Gareth Herschel, Gartner, “Predictive Modeling Now more than Ever”,
Gartner Customer 360
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Efficient, Compliant, Multichannel
Follow-up
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Channel, Type, and Customer Preference
A multi-channel
approach must be
orchestrated on
‘ensemble
interactions’ that
create differentiated
and compelling
experiences.
–Gartner, 2013
A Forrester Consulting Thought Leadership Paper Commissioned By Sitecore:
The Multichannel Maturity Mandate, May 2012
“
”
Discover ● ● ●
Search ● ● ●
Research ● ● ● ●
Compare ● ● ● ●
Decide ● ● ●
Use ● ●
Get help ● ● ● ●
Share ● ●
Personalize ● ● ● ● ●
Trust ● ● ●
Evangelize ● ● ●
Friend ● ● ●
Purchase ● ● ● ● ●
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Example – Video Billing
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Example – Video Billing
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Example – Video Billing
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Example – Video Billing
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Example – Video Billing
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Use this slide for a
Full-bleed image
The essence of long-lasting relationships
Connected Interactions
• Guided User Experience
• Intelligent Best Next Actions
• Cross Channel Delivery
• Personalization
• Channel Coordination
• Ongoing Conversation
• Connected Interactions
• Channel Aware
Deep Understanding of Customer
• Accurate Data (Data quality)
• Historical Data
• Demographics
• Contextual Data
• Location Data
• Customer Behavior
• Customer Preferences
• Predictive Analytics
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Four Obstacles to Change
Communication platforms are often channel specific, designed to
handle large volumes with limited customization.
Organizational silos and disparate technologies make it difficult to
capture meaningful customer insights, and then incorporate these
insights into everyday engagements.
Barriers between business and IT increase time to market and
reduce agility.
Limited visibility into customer relationships across the full enterprise
leads to duplicate, non-relevant, untimely messages that increase
opt-out rates and erode trust.
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Recommended Steps
Costly, one-off solutions Single-source savings
Inefficient, redundant efforts Streamlined, integrated workflows
Siloed, business-level apps Enterprise-level communications
Internally-focused requirements Winning customer experiences
Documents
Move away from
Customers and relationships
Embracing the future
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Jay Bourland SVP & General Manager
Q&A with Jay
2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.
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