Handout CRM Customer Experience in 1 Day 2016
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Patrick Petersen @Onlinemarketeer - #CXDAY161
Welkom!
Ik ben Patrick Petersen
@Onlinemarketeer
CustomerCustomer JourneyJourney MappingMapping met met datadrivendatadriven contentcontent
1130-1215
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Patrick Petersen @Onlinemarketeer - #CXDAY16
Welkom! Welkom! #CXDAY16#CXDAY16
Auteur..
Patrick Petersen (@Onlinemarketeer)
Docent-spreker..
Ondernemer
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Patrick Petersen @Onlinemarketeer #CXDAY16
“ Customer journey mapping is hot. Elk touchpoint dient
nauwkeurig in kaart te worden gebracht. Content speelt
daarbij een vitale rol waar het gaat om experience.
Petersen laat aan de hand van diverse data en cases zien hoe
content wordt ervaren bij de noodzakelijke touchpoint die de
klant op zijn reis tegenkomt.
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Patrick Petersen @Onlinemarketeer #CXDAY16
Kader!
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Multi versus Cross..
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Patrick Petersen @Onlinemarketeer - #CXDAY16
...van funnel naar CJM…
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Patrick Petersen @Onlinemarketeer #CXDAY16
... CJM, content en personal data…
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"The future of marketing is the onetoone customer journey.”
Dit zegt Salesforce Marketing Cloud CEO Scott McCorkle.
Hoe?
• (Marketing) Automation
• Predictive analytics
• Datadriven aanpak met 1op1 content
en integratie op platforms
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“Sports is an emotional business, and for
Fanatics, an online retailer of sports apparel
and merchandise, understanding and
respecting fans’ preferences has been critical
to success.
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Patrick Petersen @Onlinemarketeer #CXDAY16
Parts catalog generator gerealiseerd voor koffiegigant Douwe Egberts (DE).
•Customer journey research gedaan naar DE monteur > Proces uitgestippeld van
bestellen tot leveren
•Op basis van customer journey optimalisering UX
•Usability testing uitgevoerd onder monteurs voor optimale UX
•Op basis van usability testing resultaten herziening UX.
•Aansluitende UI design met style guide integratie
•Geoptimaliseerde betrouwbare realisatie voor alle platformen
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Patrick Petersen @Onlinemarketeer #CXDAY16
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(GastBlogposts
SEO – social search
G+
Slideshares
YouTube channel (SEO)
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(GastBlogposts
SEO – social search
G+
Slideshares
YouTube channel (SEO)
Blogposts – serie
Ebooks – whitepapers onderzoek
SEO – social search
Slideshares
YouTube channel (SEO)
•Blogposts – serie (story=binden) > trust!
•Webinars > conversiegericht
•YouTube serie (kanaal) > conversiegericht•Mailing/social media > call to action
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Patrick Petersen @Onlinemarketeer #CXDAY16
Dus?
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Patrick Petersen @Onlinemarketeer #CXDAY16
@Onlinemarketeer
www.engagingcontent.nl
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