Future of Marketing The Channel Surfing Customer€¦ · Future of Marketing The Channel Surfing...
Transcript of Future of Marketing The Channel Surfing Customer€¦ · Future of Marketing The Channel Surfing...
Future of MarketingThe Channel Surfing Customer
Karen Ganschow
Westpac Group
• Westpac Group is a portfolio of financial services businesses • 12 million Retail and Corporate customers.
• Founded in 1817 – First Company and Bank in Australia
• Branches throughout Australia, New Zealand and the Pacific region
• Employs approximately 36,000
• Ranked in the top 5 listed companies by market capitalisation on the ASX with Market capitalisation $100blln
Westpac Boss ends “Death by Powerpoint”
March 2015 AFR
Channel Surfing Customer
Customers are interacting cross channels more than ever
Customers are interacting cross channels more than ever on social media and on mobile
How do we engage with the ever connected customer across all channels ……
Customers are Online
Distracting from the Content the Customer is interested in
Rather Be the Content the Customer is interested in
Customers are Online - Searching
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Customers are Online – Starting Buying Journeys
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We need to follow our Customers fast
We need to follow our Customers fast
Customers are Online - Caring
Customers are Online - Remembering
Customers are Online – Asking Questions
Customers are Online – Being Helped
Customers are Online – Helping Others
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TV used to be the Family Fireplace
TV is now just another Light source
Customers are Channel Surfing
Customers are Screen Surfing
Media Consumption is becoming multi screen
Media Consumption is multi screen multi time
Customers are Channel Surfing
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Customers start on line
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Customers start on line – and may finish off line or on line
Online
Branch
Contact Centre
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Customers are often online & off line at the same time
Online
Branch
Contact Centre
Growingly Online Means Mobile
Commuter Strategy directly delivers increase in search.
Customers in “store” are also on mobile
Customers at “store” are also on mobile
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Customers at “store” are also on mobile
Customers now can wear us
Customers on the phone are also online
Contact Centre
Customers are responding to Live Chat
Customers interact with us every day
More opportunities to provide insights across a growing number of Customer Interactions
Customer interactions / mth 20 million
2011
Customer interactions / mth 40 million
2012
Customer interactions / mth 50 million
2013
Customer interactions / mth 60 million
2014
Online is a key indicator of customer intentions
Let the customer tell you what they care aboutAnd respond rather than ignore
Instead of the customer journey starting generic and becoming personalised
Customer Segment
Digital Display Banner
Online Home Page Banners
Know Me 1:1 Offers
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We will be able to personalise the customer buying journeyCustomer Segment
Digital Display Banner
Online Home Page Banners
Know Me 1:1 Offers
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Need to Bring it all Together
Need to Think Differently
Need to Think Seamlessly
Contributing to Broader Bank Metrics
Need to Follow Your Customers Fast
To be successful and grow…….
You must match the way you market
To the way your customers learn about and shop for your products.
Brian Halligan , Hubspot
Which means………
Be Social
Be Mobile
Be Personal
All at once
Thank you
Karen GanschowLinkedIN