KEEPING CUSTOMERS ENGAGED TODAY AND TOMORROW · Making UI/UX seamless, thinking omnichannel or...
39
KEEPING CUSTOMERS ENGAGED TODAY AND TOMORROW THE COMMUNICATIONS REVOLUTION Paul Greenberg Managing Principal The 56 Group, LLC
Transcript of KEEPING CUSTOMERS ENGAGED TODAY AND TOMORROW · Making UI/UX seamless, thinking omnichannel or...
K E E P I NG C U S TOMERS E NGAG ED TODAY A ND TOMORROW
THE COMMUNICATIONS REVOLUTION
PaulGreenbergManagingPrincipal
The56Group,LLC
DIGITALTRANSFORMATIONANERAOF
BEGINS
Impactsallinstitutions.Businessamongthem.
DIGITALCOMMUNICATIONSREVOLUTION
INFORMATIONISTRANSFORMED
Howwecreate,distribute,consumeinformationhasbeenirrevocablychanged
Favorite
THEDIGITAL CUSTOMER
WHO IS THEDIGITAL CUSTOMER?
Savvy usingdigitalchannels&appsonmultipledevices
Trust isdifferent.
Controls theconversation
Communicates withpeers(“personlikeme”)
Communicates anytime,anywhere
Omnichannel Mobile.Local.
Expects immediateresponse.Ornearlyso.
Expects informationavailableinstantlywhensearching
Wants todealwithhumanizedcompany
Self-interested whenitcomestotheirinteractions
82%findpeersmosttrustedsource[Edelman2014TrustBarometer]
THEDIGITALCUSTOMERHASAPROBLEM–WITHYOURBUSINESS
81%ofcustomerssayit’sdifficulttocommunicatew/businesses.34%ofbusinessesthinkthattheyhavethatproblem.
94%ofbusinessesthinktheircustomersaresatisfiedw/theircommunications.96%ofcustomersaren’t.
79%ofcustomerssaythatfastresponsetimescontributetoapositiveexperience…yet89%ofthosecustomerssaythatbusinessesdon’tdoit.
55%ofcustomerssaythatbeingabletocommunicateonpreferredchannelscontributetopositiveexperience…only27%ofcompanieshaveanomnichannelstrategyinplace.
51%ofbusinessessaidbadcommunicationledtonegativereviews...yetagoodcommunicationexperienceleadstoa50%lowerlikelihoodthatanegativereviewwillbeposted.
Source:Twilio/LawlessResearch“BridgingtheCommunicationDivide:ConsumerCommunicationsReport2017”
MULTICHANNEL
OMNICHANNEL• 2002 – Consumeraveragedtwo
touch-pointswhenbuyinganitem• Only7% regularlyusedmorethan
four.• 2017 - Consumeraveragesalmost
sixtouch-points• Nearly50% regularlyusemore
thanfour.(Source:MarketingWeek)
OMNICHANNEL
TheValue• Companiesthatorchestrated
multiplechannelswellwere2Xmoresuccessfulatreducingcustomerchurnthanthosewhodidn’t.(Aberdeen)
• Strongomnichannel=9.5%increaseYOYinrevenue;weak=3.4%YOY(Aberdeen)
• Omnichannelshoppers30%higherCLVthan1channel
(Google)
OMNICHANNEL
C U S T O M E R C O M M U N I C A T I O N S M A N A G E M E N T –W H E R E I S I T ?
CCM MARKET – WHERE IS IT?
Mature,stable,reliabletechnologyandsystems
01Billiondollarmarket
02Alignedwithchanges– transformedfromprinttodigitaldocumentsandthedeliverychannelsassociatedwiththatdigitaltransformation
03
“TheCCMmarket'soriginslieintheconvergenceofdocumentgeneration/compositionandoutput
managementtechnologies.Traditionally,organizationsusedtheseapplicationstobroadcaststatic,mainlyprint
outputtocustomers…”
(Source:GartnerGroup,CCMMagicQuadrant,2017)
WhatwasCCM…Then?
WhatisCCM…Now?
“…Today'sCCMmarketembracesamoredynamic,interactivemodel:CCMapplicationscreatepersonalized,on-demandcommunicationsviamultiplechannels,oftenbasedontherecipient'spreferencesratherthanthe
sender’s.”
(Source:GartnerGroup,CCMMagicQuadrant,2017)
CCM –IN THE CONTEXT OF CUSTOMER INTERACTIONS
Independentbutbecomingpartofamuchlargercustomerengagementmatrix– bothasastrategyandasatechnology/system.CCM
isthecreation,distributionandconsumptionofcontentinanomnichannelenvironment.Context
isitsabilitytonotonlyprovidevaluablecontentinasecureandprivateenvironmentbut…Power
highlypersonalizedresponsestoindividualcustomerneed.Provides
u Sothen…
u Matureindependentindustry
u InparallelwithCRMandecommerce,equallyasmature,becomingpartofalargerecosystemaroundomnichannelcustomerengagement.
CCM…InSum…andBeyond
CUSTOMER INTERACTIONS & ENGAGEMENT
“Customerengagementistheongoinginteractionsbetweencompanyand
customer;offeredbythecompany,chosenbythecustomer”
ANEWERAFORCUSTOMERS
Movedfromsocialtodigitalcustomer.
Beyondexperimentationinsocialmediatofullyintegratedomnichannelperspective.
Customerengagementistheprimaryreasonthatcompaniesareundertakingdigitalinitiatives(69%)[McKinsey,2014]
64% ofcompaniesarebeyondexperimentalstage(integratedchannels,multi-channel,cross-channel)[StateofSocial2011,eConsultancy]
60%
OFRESPONDENTSSAIDCUSTOMERENGAGEMENTISATOPPRIORITY
84%
BELIEVEDCUSTOMERENGAGEMENTWOULDOVERTAKEPRODUCTIVITYASTHEIRCOMPANY'SPRIMARYDRIVEROF
GROWTH.
In a survey of a large technology vendor’s customers…
CUSTOMERENGAGEMENTAMAJORCONCERNSource:BluewolfConsulting
&
23%
PREMIUMFORFULLYENGAGEDCUSTOMERSINSHAREOFWALLET,
PROFITABILITY,REVENUE,RELATIONSHIPGROWTH
37%
MOREREVENUE/YEARFORRETAILBANKS’FULLYENGAGEDCUSTOMERS
OVERDISENGAGED
240%
INCREASEINPERFORMANCE-RELATEDBUSINESSOUTCOMESFORCOS.THATENGAGEEMPLOYEES
ANDCUSTOMERS
DISCOUNTFORFULLYDISENGAGEDCUSTOMERS
-13%
BUT
[StateoftheAmericanConsumer,2014,GallupOrg]
CUSTOMER ENGAGEMENT IS NOT...
MARRIAGE ADVOCACY LOYALTY UNIDIRECTIONAL
CONSISTENTLYTHESAMELEVEL
DETERMINEDBYTHEAMOUNTOFTIME/EFFORTACUSTOMERMAKES
X X X X
X X
WHATISCUSTOMERENGAGEMENT?
Proactiveinvolvement.[Peppers&Rogers]
(Onlineengagement)isanestimateofthedegreeanddepthofvisitorinteractiononthesiteagainstaclearlydefinedsetofgoals.[EricPeterson]
WHATISCUSTOMERENGAGEMENT?
Theongoinginteractionsbetweencompanyandcustomer,offeredbythecompany,chosenbythecustomer.
Engagementlevelsvary- Casualtointense.- Infrequenttofrequent.- Changesmomenttomoment.
Customerschoosechannelstheyengagein.
CustomerExperience&engagementaresymbiotic
WHATISCUSTOMERENGAGEMENT?
Otherfactorsimpactinteraction.
Companyhasenterprisevaluechain.- Vendors/Suppliers- Partners- Externalagencies- Employees- Customers
Customershavepersonalvaluechainthatimpactsinteractions.- Customeranalyticsimportant.- Moreimportant,makingsurethatthingsworkright.
Butrememberengagementisn’tonlydeterminedbyimmediateinteraction.
ERAOFCUSTOMERENGAGEMENT
Customerhasproducts,services,toolsandconsumableexperiencestosculptthekindofexperienceandthelevelofengagementtheywanttohavewithcompanies.
THEYLOOKFORHIGHLYPERSONALIZEDINTERACTIONS.
Theywanttofeelvalued.
Theywanttoknowthatyou“know”themw/otalkingtosomeonenecessarily.
CUSTOMERSSELF-SELECTS
IthinkRadioheadsucks!
BADCUSTOMERENGAGEMENT
BaduseofgamificationbyGetGlue.
COMPANY SIDE THE OF THE ENGAGEMENT STORY
COMPANYCONCERNS
EXPERIENCE EXPECTATIONS COSTS
PRIORITIES KNOWLEDGE
MakingUI/UXseamless,thinkingomnichannelorchannelessordevice.
Howtooptimizeofferingstomeettheneedsofacommonwealthofself-interestw/budgetlimits.
Recognizingthecustomerwillbeexpectingthebestresultss/hehadinallchannels.
Whatisitthatweneedtoknowaboutthecustomer(orgroups)thathelpsusmakethosedecisions?
.Transactional
.Unstructured
Knowingcostsoftryingtoprovideallthatacustomerwantsisincrediblyhigh.Sobeingwillingtonotprovideeverything.
EXPECTATIONSPlanonhowtomeetcustomerexpectations,ifreasonable.Makeitgoodenough– notdelightfulallthetime.“Keepingtheordinary,ordinary.”
KNOWINGTHECUSTOMERSGetfeedbackfromcustomers,knowtheirjourneys,customeradvisoryboards
RELATIONSHIPTreatcustomerasapartner,notaclient.Involvecustomerasextensionofcompany
RESOURCESAllowcustomerstosculpttheirrelationshipwithyou.Becomeco-creators,datasource,etc.
VALUERecognizecustomersandyourideaofvaluearenotthesame.
CULTURE
Buildaculturebasedonempathy,trust,believability,andrespect.Itpays.
COMPANYPREPARATION
OMNICHANNELBuildthemultiplechannelsthatpeoplecommunicatewith,notbasedonaguessofwhichoneworks
BUSINESSOPERATIONSCustomersuccessmanagement,organizedend-to-endprocesses,systems
CULTUREBuildaculturebasedonempathy,trust,believability,andrespect.Itpays.
STRATEGY/PROGRAMS
CONTENT
Focusonpersonalizedcontentcreation,delivery,linktocontentmarketing,collaboration,mobileinteraction
COMPANYEXECUTION
Designstrategy&programsaroundwhatyouknowcustomersarelookingfor,notwhatyouthinktheymightbe.
SYSTEMSOFRECORD
Recordtransactions Automateoperationalprocesses
Capturedata Analyzedata Scaleappropriately
SYSTEMSOFENGAGEMENT
Integratewithsystemsofrecord.
Systemsthatencouragecustomerinvolvementwithcompanyatlevelthatcustomerchooses.
Interactions Community
Collaboration RichMedia
Usability Immediacy
OpenAccess Insight&Analysis
IN SUMMARY
COMMUNICATIONS REVOLUTIONThecommunicationsrevolutionhastransformedbusiness.
ENGAGEMENT AT THE READYCustomerengagementisatthecenterofcustomerfacingprogramsandstrategies.
DIGITAL CUSTOMERWehaveadifferentkindofcustomer- adigitalcustomer- buts/heisstillacustomer.
EXPERIENCE AND PARTNERSOurcustomersshouldbesubjectsofanexperienceandpartners,ratherthanobjectsofasaleandclients.
INSUMMARY
OMNICHANNEL STRATEGYInordertoacquireandretaincustomers,weneedtohaveaomnichannelstrategy- withselectedchannels.
GOLDEN RULEThekeyistoprovidetheproducts,services,toolsandconsumableexperiencesthatthecustomerneedstosculpttheirownrelationshipwithyou.
SYSTEMS OF ENGAGEMENTTodoso,sincewehavetransformedhowwecommunicate,weneedtoenhanceourcurrentsystemsofrecordwithsystemsofengagement.
INSUMMARY
ENSURE YOU HAVE OPTIONSChooseCCMsolutionsthatallowyoutoleverageyourinfrastructure’secosystem
Blogthe56group.typepad.com
SocialCRM:TheConversationblogs.zdnet.com/crm
Twittertwitter.com/pgreenbe
Facebookfacebook.com/pgreenbe
Mobile703-338-0232PAUL GREENBERG
AuthorCRM at the Speed of Light (4th Edition)
Managing PrincipalThe 56 Group, LLC
Global Advisory CommitteeSports Entertainment Alliance in Technology (SEAT)
Advisory BoardUniversity of Texas System Transformation Project
Author (Upcoming)The Commonwealth of Self-Interest: Customer Engagement, Business Benefit (Harvard Business Press, 2018)
Follow us on social.Scale the Conversation.
