Customer Engagement Strategies Overview

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Customer Engagement: The Proper Alignment of Brand Promises, Business Processes and Customer Experiences Customer Engagement Strategies, Inc. April, 2007

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Transcript of Customer Engagement Strategies Overview

Page 1: Customer Engagement Strategies Overview

Customer Engagement:

The Proper Alignment of Brand Promises, Business Processes

and Customer Experiences

Customer Engagement Strategies, Inc.

April, 2007

Page 2: Customer Engagement Strategies Overview

Brand

Promises

Customers

Experiences

Business

Processes

Customer Engagement Defined

Customer “Hot Spots” – where Processes create a disconnect between Promises and Experiences

Customer Engagement:Proper Alignment of Promises, Processes and Experiences Resulting in Value for Customers and Businesses

Page 3: Customer Engagement Strategies Overview

Brand Promises Realized as Customer Experiences

• Engagement is the proper alignment of promises and experiences

• Business Processes are the alignment tools• Companies must decide what they want

customers to think, feel and do throughout the customer life-cycle

Page 4: Customer Engagement Strategies Overview

• Businesses enjoy:– More revenue– Greater customer life-

time value– More referrals– Customer loyalty– More targeted

investments in customer facing processes and programs

– More value for their investment

• Customers enjoy:– Experiences that live

up to or exceed expectations

– More easily realized benefits

– Relationship clarity – Greater confidence in

their decisions– More value for their

investment

Page 5: Customer Engagement Strategies Overview

Brand

Promises

Customers

Experiences

Customer “Hot Spot” – Processes Disconnect

No Robust Processes:•Misalignment

•Inconsistent experiences

•Lack of customer trust

•Less repeat business

•Fewer referrals

•Less revenue

Page 6: Customer Engagement Strategies Overview

Customers

Experiences

Business

Processes

Customer “Hot Spot” – No Promises

No Brand Promises:•Misalignment

•Confused expectations

•Lack of customer trust

•Less repeat business

•Fewer referrals

•Less revenue

Page 7: Customer Engagement Strategies Overview

Brand

Promises

Business

Processes

Company “Hot Spot” – No Experiences

All of this assumes the Brand and Business are of interest to the market

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Creating the State of Customer Engagement

• The Four Stages of Customer Interaction1.Initiation – on boarding new customers2. Integration – achieving operational excellence3. Intelligence – new knowledge creation4.Value Creation – develop new, mutually beneficial

opportunities• Each stage defines what customers should

think, feel and do and a desired end status

Page 9: Customer Engagement Strategies Overview

About Customer Engagement Strategies, Inc.

• Customer– One that purchases a commodity or service

• Engagement– To come together and interlock; something that is a

binding promise or agreement to do or forbear• Strategies

– Careful plans or methods

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Mission

• Customer Engagement Strategies, Inc. analyzes, assesses, designs and builds strategic customer experience and relationship programs and processes for businesses that serve other businesses. These programs and processes result in customer interaction practices that drive long-term, profitable customer relationships.

Page 11: Customer Engagement Strategies Overview

Helping clients to:

• Develop a clear strategy for managing client relationships and defining what clients should be thinking, feeling, and doing throughout the customer life cycle– The Four Stages of Customer Interaction

• Find new customers by targeting strategic decision makers

• Build deeper and more diverse relationships with existing customers

Page 12: Customer Engagement Strategies Overview

Offerings• Customer Hot Spot Audits

– Audits identify "hot spots" in customer experience, i. e., relationship areas where a problematic gap exists between brand promise and customer experience. Results are achieved through in-depth interviews, surveys, focus groups and face-to-face meetings with customers, both current and lapsed

– Assess and modify existing or develop new customer-facing Business Processes to ensure those processes support Brand Promises being realized as Customer Experiences

– Projects range from specific “hot spot” remediation to full-scale Customer Engagement Strategy development and deployment• C-Suite Engagement Programs

– Custom developed educational programs are used to attract customer CEOs, CIOs, and other CxOs. By stimulating the emotional and intellectual and creating unique experiences in the appropriate venues, vendors are able to build relationships at the highest possible levels inside customer organizations. C-Suite Engagement Programs can also be used to invite prospective customers to demonstrate the value of building a relationship with a particular vendor.

• Strategic Customer Advisory Boards– Vendors must have clear and powerful communications channels designed to solicit, elicit, and take action on customer feedback.

A Customer Advisory Board enables the most strategic customers to share insights and recommendations with each other and with the senior management from the vendor organization.

• Customer Referral Programs– The true test of loyalty is whether or not customers are willing to refer a vendor to peers, colleagues, and friends. Developing a

formal customer referral channel will make it easy and worth while for customers to make referrals, allow vendors to gain the benefit of referrals, and will also serve as a clear measure of true customer loyalty.

• Leadership Summits– Custom developed educational programs designed to develop and enhance leadership skills and practices– Can be focused on customers or internal leaders– Feature world-class thought leaders

• Green Business Driver Summits– Identify green business drivers for customers– Help customers focus on environmental issues in ways that drive business and benefit the environment– Feature world-class thought leaders

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Customer Engagement Strategies• Rick Moore

– Over 20 twenty years of technology, media relations, branding and executive program expertise

– Global Account Director for public relations at McCann Erickson

• Coca Cola on brand alignment projects and new product development for Africa

– Weber Shandwick Worldwide• Head of the global communications team for

Hewlett Packard.– EVP & Global Account Director for Shandwick

International in Houston• Headed the Compaq Computer account• Managed global account team of 130 people in

12 offices around the world• Team had an 18 year relationship with Compaq

and worked on every aspect of the account from corporate communications to crisis communications

– Oracle Corporation• SVP reporting directly to Chairman and CEO

Larry Ellison• In charge of a number of corporate programs that

included executive media training and presentations.

– Media strategies and assisting in program implementation for both President Jimmy Carter and President Bill Clinton

• Harry Klein– Over 20 years of executive leadership roles in

marketing, customer service and business development, primarily in the information technology industry

– Primary focus has been on the successful launch of new B2B and B2C services, with responsibility for service definition, marketing, sales, publicity and customer care

– Vice President of Client Services at MarketBase, a financial data and software publisher

• Created and implemented marketing and PR campaign resulting in 500% growth

• Company acquired by Morningstar– Vice President of Marketing and Events at Strategic

Networks Consulting• Directed the launch of a series of educational

seminars that increased company revenues by 200% in less than two years which led to the sale of the company to Ziff Davis

– Vice President of Exhibitor Programs, Key3Media• Exhibitor and sponsor marketing and customer

care for COMDEX– Marketing and business development positions

• International Data Corporation• Domania.com (a CMGi Company)

– Founded Customer Engagement Strategies 2003

Page 14: Customer Engagement Strategies Overview

Thank you.

For more information:

www.customerengagement.com

[email protected]

781-559-8202