Copyright© 2016 Upturn pvt ltd & its affiliates | Upturn Confidential – Internal/Restricted/Highly Restricted

How to Improve Customer Experience with Multi-Channel MarketingTake the next step towards smarter selling

December 22nd , 2016

Vivek Srivastava

Co-Founder

Upturn Private Limited

Who are We

We are an Inbound Marketing Agency , we help companies to

deliver remarkable customer experience and implement lead

generation campaigns .We strive to integrate Design, data

,content and technology so that the business of our clients

can flourish.

Customers Don’t Follow

Pre-Determined “Journeys

Of customers have no relationship

with brands beyond the transaction- eConsultancy, 2016

77%

Customers Deserve— and Demand —Better Experiences

Real Customer Experience : Problem

Interactions are disconnected, not contextuallyrelevant, inconsistent across channels andlifecycle stages.

Customer Don’t Respond to

Robotic marketing

Desired Customer Experience

Interactions are personalized, contextually

relevant, and consistent—regardless ofchannel or lifecycle stage.

It costs many more to acquire a new customer than to retain an existing one .

Companies need to understand what is the persona of their customer , and know their

touchpoints

To maximize on their Return on Investment

Paying closer attention to your customer journey

Customer journey : Decision Making

Customer experience map to optimize touch points

7 Steps to better customer Experience management

Understand the needs, wants, and preferences of your target audience

Establish economic frameworks to understand and prioritize impact of marketing,

sales, and service decisions

Track customer behaviour, patterns, and adapt to accommodate shifts

Develop lead nurturing and customer management plans for target audiences

Develop a customer-centric information architecture

Deploy workflow-based tools to marketing, sales, and service stakeholder groups

Create a customer experience map to optimize touch points

Understand the needs, wants, and preferences of your

target audience

Has the needs and preferences of your

target audience changed over time?

Other than price, how do you

differentiate your products and

services?

How well aligned is your product and

service road map with market trends?

Establish economic frameworks to understand and

prioritize impact of marketing, sales, and service

decisions

How well do you understand performance within your

distributed sale model?

What is the cost to serve customers using current

online and offline support tactics?

Track customer behaviour, patterns, and adapt to

accommodate shifts

Beyond seasonality and regional factors, what is

driving changes in purchase patterns?

What are the best ways to target your most profitable

customers? Are you reaching your most profitable

customer segments?

Develop lead nurturing and customer management plans for

target audiences

How many times a year does your company

communicate with the customer? How many times a

year does your company market to a prospect

What are your customers, most preferred

communications channels

What are the most critical touch points in your sales

and service life cycle?

Develop a customer-centric information architecture

How do you categorize customer data? By life cycle

events, interactions, or products?

Are your marketing and customer databases

integrated? If so, what is the unique identifier?

Deploy workflow-based tools to marketing, sales,

and service stakeholder groups

How are lead nurturing and customer

management plans monitored?

What tools are in place to facilitate workflow

across business functions?

How much visibility and control do customers

have on service issues through online portals?

Create a customer experience map to optimize touch points

How do you measure the effectiveness of customer

experience delivery?

Can your company drive growth using customer

experience as a differentiator

IT

24

Customer Experience Collapses when Teams & Data Don’t Talk

CREATIVE

MEDIA

EMAIL SOCIAL CONTENT ADVERTSING

WEB MOBILE SEARCH

DATA

Search : Make your business discoverable

on Google search result Evaluate the search demand for your product or service

90 % of Marketer use search

engines as part of their

decision-making process.

A search marketing strategy will allow you to connect with

consumers who have clearly expressed a specific need that

your product or service can meet.

26

Web Presence : Websites Improve Customer Confidence & Corporate Image

Pull in data from web analytics to improve targeting and relevance

Web events trigger other channel actions, like a browse or cart abandon email, in real-time

Deliver Timely Messages That Drive Conversions

Target Your Best Customers &Personalize Interactions with Social

Leverage Social Media channels Custom Audiences

Target email messages to social Custom Audiences

Utilize social sharing within email messages and promotions

Digital Advertising : Retarget, Recapture, and Cross-SellBring cross-channel consistency beyond your owned channels

Leverage Display Interactions

Cross-Sell E-mail Campaign

Display Ad

Data Switch

Purchased Earbuds

Add-to-CartNo purchase

Retarget messages to consumers across digital channels from the Program Canvas

Influence transactions across the web

Lower media spend and drive ROI with enhanced targeting capabilities

Effective, Efficient Email that Marketers and Customers Love

Consistent experiences across channels

Adaptive programs that build loyalty and $$

Email that adapts quickly, scales easily, and enables marketers to keep up with consumers

Automate Sales and marketing communication with workflow and

evaluate your customer experience with lead score

AWARENESS / DEMAND GENERATION

PPC DM DISPLAY EMAIL PHONESMSEVENTS SEOSOCIAL BRANCH PR ADVERTISING

REGISTRATION 1

LANDING PAGE FORM 1

LANDING PAGE FORM 2

REGISTRATION 2

CONTACT US FORM

CLICK TO CHAT

REGISTRATION 3

CONTENT DOWNLOAD FORM

WEBINAR REGISTRATION FORM

EZINE / NEWSLETTER SUBSCRIPTION FORM

EZINE / NEWSLETTER SUBSCRIPTION FORM

WEBSITEProspect Activity

Lead Acquired

LEAD SCORING

LEAD NURTURING CAMPAIGNS

• Stay in Touch (Drip)• Acceleration• Cross Sell / Up Sell• Retention• Welcome / On boarding

Qualified Lead

PROSPECT SCORE = 70+

Implicit (Behavioural) Explicit (What Customer Tells Us/What We Know)

Automation Platform• Prospect & Lead Source

Tracking• Anonymous + Prospect + Lead

Behavioural Analytics• Prospect / Lead Acquisition• Prospect / Lead Scoring• Prospect / Lead Nurturing• Prospect / Lead Segmentation• Lead Prioritisation• Lead Insights• Lead Escalation & Alerts

CRM APPLICATION /

Lead Distribution & Routing

Lead Recycling

LEAD ENGAGEMENT

LEAD PRIORITISATION

LEAD INSIGHTS

WORK ACTIVITIES

TASKS

CRM Software

• Lead Distribution & Routing• Lead Recycling• Sales Forecasting• Sales Pipeline Performance

Questions

Copyright© 2016Upturn pvt ltd & its affiliates | Upturn Confidential – Internal/Restricted/Highly Restricted

Thank YouTake the next step towards smarter selling

Vivek Srivastavavivek@upturn.com

9985712255

www.upturnc.com