CXM - 10 practical techniques
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15-Sep-2014 -
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Transcript of CXM - 10 practical techniques
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Managing CXM
10 practical techniques
A webinar and briefing for Adobe UKMarketing Cloud
Dr Dave ChaffeyCEO: SmartInsights.com
Digital Marketing Advice
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About Dave ChaffeyAbout Dave Chaffey
• Author of 5 bestselling marketing books
• Responsible for CXM at SmartInsights.com -- a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results.
• Insights Director @ search conversion agency ClickThrough Marketing
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What is Customer Experience Management?
Source: As defined by Forrester in 2011
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CXM = effective brand customer communications
“Right Touching” is:A Multi-channel Communications Strategy
Customised for Individual Prospects and Customers
Which…Delivers the Right Value PropositionAccompanied by the Right Message
With the Right ToneAt the Right Time
With the Right Frequency and Interval Using the Right Media / Communications channels
To achieve…The right balance of value between both parties
Source: Dave Chaffey (2005, 2012): Digital Marketing Strategy: Implementation and Practice
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Do you have a personor team RESPONSIBLE
FOR CXM?
Vote!
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Technique 1. Personas & Customer journey mapping
Smart Insights Persona Toolkit
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B2C Persona example For each persona define preferences for: Platforms
(web, email, mobile) Platform usage (hours) Content consumption:
General site types &
category-specific Social media - content
creation & participation Search behaviour Trusted brands
www.dulux.co.uk Smart Insights Persona Toolkit : See also Mental content model mapping technique
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Technique 2: Define Brand OVP
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Developing your brand personality? Personality is the unique, authentic, and talkable soul
of your brand that people can get passionate about.
Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.
Source:
Tip: Refine how content enhancesPersonality and supports brand
storytelling
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Improving Reach
Key success factors Define success criteria Select appropriate mix Optimise most effective channels:
Search marketing Outreach Social media marketing
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Technique 3. Targeted lifecycle media
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Example: Online value proposition:Selection and Purchase value
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Tip: Use paid and naturalSite links to explain
and persuade
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Effectiveness (potential sales volume)
Inve
stm
ent (
reso
urce
nee
ded)
SEOLong Tail
AdWordsRemarketing
Facebook custom audiences
AdWordsGeneric
Social amplification
Media relatedPR
Influencer PR Integrated
contentcampaigns
Blog marketing
SponsoredTweets
POE media targeting prioritisation
FBX Retargeting
Facebook Promoted Posts
LinkedInPromoted Posts
Tip: Review Display Network andRemarketing options
AdWordsTail
AdWordsPLA
AdWordsMobile
(Enhanced campaigns)
SEOGeneric
Example: Review effectiveness for your sector
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Increasing InterACTion
Key success factors Define key customer journeys for different platforms Use Analytics to improve effectiveness
Select content to engage audience Manage creation and promotion
of content
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Technique 4. Relevant Scent Vote!
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How effective is your scent?
WHY CHOOSE US?
WHERE / HOW TO BUY?
NEW CUSTOMER?
<CUSTOMER-CENTRIC SERVICE NAMES>
Example SCENT TRAILS
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Sites focused on users’ top tasks
www.volkswagen.co.uk
www.barclaycard.co.uk
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Technique 5: Strategic Content Marketing
http://bit.ly/smartercontent
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Does your content engage and persuade?
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Technique 6. Marketing AutomationAutomated Email Sequences > Targeted > Behavioural
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How sophisticated is your email marketing?
Customers
Welcomeemail
BehaviouralCross sell
Regularmarketing
emails
Site segmented
Activityflagging
RFM
PredictiveLapsed /
Churn
By product
Site downapology
Birthday / XmasEmails
Repeatabandoner
FutureRelease
alert
Back instock alert
Lapsed
ActivityNon cross sell
Not returnedin 14 days
Not re-purchasedin 14 days
Processabandonment
X-sellprogramme
By product
NewsletterNot
transacted
By contentgroup visited
Contenttriggers
Entry level
5 - 8 triggers
Medium level
17 – 30 triggers
Upper level
20 – 50 triggers
Nirvana
50 – 500 triggers
Nursery program
Site Activity programFull marketing email program
Customer service emails
Source:
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Email 1: 45% Open8.4% CTR
Email 2: 38% Open 3.5% CTR
Intent follow-up – click on Category
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Increasing Conversion
Key success factors Create a CRO / optimisation process Understand multi-channel conversion
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Technique 7. CRO
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International CRO at ASOS.com
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Technique 8. Smart Merchandising
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Testing email offer in an abandoned shopping cart email sequence
1. Generic branded follow-up email : +10% conversion rate.
2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.
3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.
Source: Smart Insights case study
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Improving Engagement
Key success factors Understanding the satisfaction gap Effective sharing through social media marketing Effective and efficient email marketing
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Technique 9. Understanding loyalty drivers
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Customer feedback toolshttp://bit.ly/smartfeedback
HiPPO support tool = www.usertesting.com and www.whatusersdo.com
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Technique 10.Map yourcustomerlifecycle
touchpointsand
Optimise
:Halfords case study
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Source: Philips presenting on PlantoEngage.com
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Let’s Connect! Questions & discussion welcome
SmartInsights.com:: Plan | Manage | Optimize
Free, Basic member tools Sample planning templates Planning infographics
www.smartinsights.com/membership
Premium, Expert member learning 7 Step Guides to all digital marketing
Online courses
DIY Planning and optimisation templates in Word, Excel and Powerpoint
www.smartinsights.com/membership/expert-member-reasons
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey
https://plus.google.com/+DaveChaffeyUK/