Post on 16-Oct-2020
CUSTOMER EXPERIENCEIN MARKETING
Simon HoraufFounder & Director, PLAY
“THE BUSINESSES THAT DO INVEST IN PUTTING CUSTOMER EXPERIENCE AT THE CORE OF THEIR PROFITABILITY SEEM TO HAVE TWO THINGS IN COMMON:
CONSENSUS AT THE BOARD LEVEL THAT THE EXPERIENCE MUST MEET THE EXPECTATION
AND THE ABILITY TO COMMUNICATE THIS TO ALL
MEMBERS OF STAFF .”Michael Barnett, Marketing Week, USA
1 - THEY DESIGN THE RIGHT OFFERS AND EXPERIENCES FOR THE RIGHT CUSTOMERS.
2 - THEY DELIVER THESE PROPOSITIONS BY FOCUSING THE ENTIRE COMPANY ON THEM WITH AN EMPHASIS ON CROSS- FUNCTIONAL COLLABORATION.
3 - THEY DEVELOP THEIR CAPABILITIES TO PLEASE CUSTOMERS AGAIN AND AGAIN—BY SUCH MEANS AS REVAMPING THE PLANNING PROCESS, TRAINING PEOPLE IN HOW TO CREATE NEW CUSTOMER PROPOSITIONS, AND ESTABLISHING DIRECT ACCOUNTABILITY FOR THE CUSTOMER EXPERIENCE.
EIGHTY PERCENT OF COMPANIES BELIEVE THEY DELIVER A SUPERIOR CUSTOMER EXPERIENCE, BUT ONLY 8 PERCENT OF THEIR CUSTOMERS AGREE. WHAT DO THESE 8% OF COMPANIES DO DIFFERENTLY?
*By James Allen, Frederick F. Reichheld, and Barney Hamilton, Harvard Business School
CASE STUDY 1:THINK BLUE BRAND CAMPAIGN
VOLKSWAGENPLAY COMMUNICATION (SYDNEY)DDB STOCKHOLM (STOCKHOLM)
THINK BLUE
CASE STUDY 2:POLO LAUNCH CAMPAIGN
VOLKSWAGENPLAY COMMUNICATION
BY TIM SANCHEZ, DELIVERBLISS.COM
A great product, but consideration to purchase was low in the ever-so-elusive 18-25 year old audience segment.
BY TIM SANCHEZ, DELIVERBLISS.COM
Embracing the consumer reality
BY TIM SANCHEZ, DELIVERBLISS.COM
This is a beginning not an end.
CONTENT
What are they interested in?
EXPERIENCE
Where do they go?
DIGITAL
What are they doing?
BY TIM SANCHEZ, DELIVERBLISS.COM
CONTENT
What are they interested in?
MusicArtUrban CultureGaming
BY TIM SANCHEZ, DELIVERBLISS.COM
CONTENT
What are they interested in?
BY TIM SANCHEZ, DELIVERBLISS.COM
EXPERIENCE
Where do they go?
Inner cityFestivalsMate’s houseBarsCafe’s
BY TIM SANCHEZ, DELIVERBLISS.COM
EXPERIENCE
Where do they go?
BY TIM SANCHEZ, DELIVERBLISS.COM
This is a beginning not an end.
DIGITAL
What are they doing?
Hyper connectedFacebookTwitterSMSPC
BY TIM SANCHEZ, DELIVERBLISS.COM
This is a beginning not an end.
DIGITAL
What are they doing?
BY TIM SANCHEZ, DELIVERBLISS.COM
This is a beginning not an end.
How did we bring all of this together?
BY TIM SANCHEZ, DELIVERBLISS.COM
This is a beginning not an end.
Marco is the guy in the
know.
Marco lives online.
Marco has mates with Polos in every city.
CONTENT
DIGITAL
EXPERIENCE
BY TIM SANCHEZ, DELIVERBLISS.COM
Talking online
Making friends online
BY TIM SANCHEZ, DELIVERBLISS.COM
BY TIM SANCHEZ, DELIVERBLISS.COM
Advertising Gifts
PR
SMS
In-car experience
Campaign Elements
THANK YOU.