121 to Many Customer Engagement Customer Experience - - PowerPoint PPT Presentation
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
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
Customer Expectations Organizational CX Capabilities
80% CEOs think they provide a superior service… …but only 8% of consumers agree
(Bain & Co)
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
‘Customer experience refers to how customers perceive their interactions with your company’
Source: Forrester, CX Transformation 2019
“Which three areas of email marketing do you need to focus on in the next 12 months?”
T
Support young people Continual engagement Relevancy Focus on the customer Be innovative
Strategic priority Mission
Support young people Provide relevant services Activate, retain, and upsell Initiate usage of services Increase use of services Win-back lapsed customers Upsell to next level
Strategic priority Commercial goal Audience strategy Lifecycle strategy
Welcome programme Nurture programme Retention programme Cross-sell programme
Tactics Engagement, conversions Conversions, revenue Reduced lapsed segment Conversions, revenue KPIs
ACQUISITION
Welcome Trial Lead nurture Abandon Cross-sell Replenish Renewal Birthday Newsletter Post-purchase Re-engage Lapsed Re-permission
CONVERT RETAIN RE- ACTIVATE
CAPTURE EMAIL & PERMISSION
Automated based on their touchpoint data Remind them of benefits and provide a tailored journey Value-exchange completed. Introduce the brand, the benefits and differentiators
Acquisition Welcome Nurture Regular comms Re- engagement Lapsing Activation Post-purchase Cross-sell
BUILD THE RELATIONSHIP BUILD ON THE RELATIONSHIP
Multi-channel intervention Multi-channel intervention Incentivise to entice customer to action Opportunity to capture data Personalised to the customer reminding them
Re-engagement trigger
Regular comms Re- engagement Lapsing
Regular comms Re-engagement email Interests & preferences Capture & convert Thank you Incentive Last chance/incentive reminder Lapsed
“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
Five minutes One hour A day
Consider where your programme sits within the wider strategy and what success criteria to apply. Set KPIs to measure impact Ensure your feedback mechanisms are in place and that you’re acting on customer data and feedback you receive Put yourself in the shoes of your customer and design what an ideal journey would look like (experience and content)