Badgeviile Summit, Engage 2012 - Keynote: The Secret Sauce for Building Digital Relationships

KEYNOTE: The Secret Sauce for Building Digital Relationships

SARAH ROTMAN EPPS Senior AnalystForrester Research

The Secret Sauce For Building Digital Relationships

Sarah Rotman Epps, Senior AnalystAugust 8, 2012

Twitter: @srepps

© 2012 Forrester Research, Inc. Reproduction Prohibited

Image source: Crooked Lake Review

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How do you create customer relationships in your business?Grocery clerk, c. 1935


Image source: Peapod website

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Digital technology makes some relationships less personalOnline grocery shopping, 2012


Image source: Samsung Nation (www.samsung.com/us/samsungnation/)5

But digital can also enable relationships where none were possible before


Digital relationships are crucial for competing in the digital age

Netflix digitized the customer relationship before the productNetflix started digitizing the relationship as early as 1999—8 years before launching “Watch Instantly”—by:

• Designing a product that rewarded frequent digital interaction

• Not waiting for new technology to create innovation opportunities

• Expanding the relationship to any touchpoint consumers adopted

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HOW NETFLIX SUCCEEDED WHERE EVERYONE ELSE IN VIDEO FAILED


Digital technology brings disruption to every industry

• New competition, from unexpected places• New touchpoints to reach your customer

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Image source: Square website


Image source: Bon Appetit8

Tools alone are not enough to create relationships


You need…secret sauce

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This guy needs secret sauce:

“We want to do something with ‘gamification,’ but we’re not sure what or why.”

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ACTUAL FORRESTER CLIENT INQUIRY FROM A MULTINATIONAL BANK


Image source: Chase website11

Chase’s secret sauce:

Motivate customers to do something that’s good for them—creating a reason to visit more frequently

© 2012 Forrester Research, Inc. Reproduction ProhibitedImage source: SugarSync website

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SugarSync’s secret sauce:

Incent customers to get the most possible value from using their product—driving free-to-paid conversion

© 2012 Forrester Research, Inc. Reproduction ProhibitedImage source: Badgeville

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Everyday Health’s secret sauce:

Help consumers stick with their workout—increasing paid conversions and new customer acquisition


How to create your own secret sauce

1. Understand customer needs

2. Link customer benefits with business benefits

3. Only then, brainstorm and spec the actual experience you want to build

4. Continuously learn from your digital relationship to improve it

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Thank youSarah Rotman Epps

+1 415.294.8178

[email protected]

@srepps

Badgeviile Summit, Engage 2012 - Keynote: The Secret Sauce for Building Digital Relationships

Technology

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