Richard Sedley (Foviance) at #fusionmex: Multichannel Engagement

Richard Sedley

@RichardSedley

#fusionmex

Stick your name on a piece of paper and make an aeroplane please.

Richard SedleyCommercial DirectorFovianceCourse Director for Social MediaChartered Institute of Marketing

1. Three challenges

2. Three approaches

3. Three opportunities

4. Three tips

+ The two most

important channels

The next 35 minutes…

The aggregated experience a customer

has of a brand gained from all

interactions across managed and

unmanaged touch-points, for the

duration of that relationship

MULTI-CHANNEL EXPERIENCE

Repeated interactions that strengthen

the emotional, psychological and

physical investment a customer has in

a brand (product or service)

CUSTOMER ENGAGEMENT

How well integrated are different channels into your overall customer experience strategy

Foviance/Econsultancy Multichannel Customer Experience Report Dec. 2010

How important is a joined-up multichannel customer experience to you organisation?


Which touch-points does your organisation use to communicate directly with customers?


8 touch-points

1.

Threechallenges

2.

Three approaches

Approaches to multichannel

Choosing your channels1

Strategic criteria for channel change & adoption

CostAccess

Experience

InsightsPre-

emptivestrike

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Multichannel diagnostic tool

Overview Experience Access Cost

Is there a clear & explicit multichannel management policy, compiled centrally and under coordinated governance?

Does the organisation present ‘one face’ to the customer across internal operations and with partners in the channel?

Are there any target customer segments that are difficult to reach with the current channel approach?

Is your cost to serve key customer groups high relative to competition?

Are there significant market shifts that demand a channel reappraisal?

Is a consistent experience being delivered multichannel?

Is effective use being made of social media to access new customer segments?

Is there any customer segment which cannot be addressed economically because of cost?

Is the organisation insufficiently differentiating between customers in deciding how to treat them when they are in contact with the business?

How well defined and implemented is the incentive and measurement system that supports the target experience?

Is there an unfulfilled customer demand for service? This could be evident in feedback, customer friction or enquiries.

What competitive exposure is there to significant reductions lower-cost channels?

Eight questions for each domain

Risks: Low exposure to high exposure5 – 4 – 3 – 2 – 1 – 0

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Multichannel diagnostic tool

Overview domain

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Designing your channels2

Channel chains for designing effectiveness

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1. Initiate dialogue

2. Exchange info

3. Purchase

4. Delivery

5. Service

BannerAds

Website Website

Leaflets Email

Post Post Store(collection

)

Post Service centre

Post Service centre

Store

Vs.

Segmented personas

Emotional bi-polar response testing


Planning your channels3

Soci

al c

hann

els

Offl

ine

Web

site

Metrics

Metrics

Metrics

Obj

ectiv

e

Phas

es

Micro

Macro

Time

25 phone calls

500 views

30 form completions

2.

Why social and mobile are

important

Question

What % of global users access the Internet via a mobile device? 20% PC only31% mobile device only49% both mobile & PC

80%}Tomai Ahonen Almanac 2011

Three reasons why the future of engagement is social

Here be your customers…

Social activates multichannel…

From trust to social reliance…

100,000 mobile fan club members generated 13m Euros

Mobile is NOT

the dumb

Internet

Seven mass medias

1. Print from 1500s

2. Recordings from 1900s

3. Cinema from 1910s

4. Radio from 1920s

5. TV from 1950s

6. Internet from 1990s

7. Mobile from 2000s

Eight unique benefits of the 7th mass media

1. Mobile is first personal mass media channel

2. Mobile is permanently carried

3. Mobile is always on

4. Mobile has built-in payment channel

5. Mobile is available at the point of creative impulse,

enabling UGC

6. Mobile has most accurate audience data

7. Only mobile captures social context of media

consumption

8. Mobile enables augmented reality

Three reasons why the future of engagement is mobile

First comes love… My magic wand…Always by my side…•My concierge•My coach•My court jester

Mobile Persuasion – BJ Fogg & D Eckles edit.

Question

How much revenue is generated globally through social networking? £8.6 billion

1.5x more than porn

Tomai Ahonen Almanac 2011

2.

Three opportunities

Opportunities in multichannel

Integrating the real and virtual1

Facebook places

Foursquare

Loopt

Gowalla

Location based services

Stickybits.com

Opportunities in multichannel

Storytelling for engagement2

Transmedia storytelling

Telling stories across multiple platforms where each channel contributes a new story dimension

Silk & MohairDonna Karan suit

• PASSION to make your customers care

• a HERO to drive the action

• an ANTAGONIST to challenge the hero

• a moment of AWARENESS where the hero realises how to overcome his or her obstacles

• TRANSFORMATION wherein the hero accomplishes his or her desired goals

Elements of a good story

The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More BusinessRichard Maxwell & Robert Dickman

Storytelling through images

54

Some unexpected results?

Game mechanics for flow3Opportunities in multichannel

FlowFlow

Satis

facti

on

Flow

Skill level

Arousal

Flow

A psychological state where a person is fully immersed and focused on an activity or task.

Mihály Csíkszentmihályi

low high

low

high

Boredom

RelaxationApathy

Worry Control

Anxiety

The guy’s name

is pronounced

Me-high

Chick-sent-me-high

Variable reinforcementVariable reinforcement

Enga

gem

ent

Variable reinforcement

Time

Create outcomes, small or large, without being able to predict what action is going to be able lead to that outcome.

short long

low

high

Fixed interval

Regular rewardIf you knew the outcome would you play?

Variable intervals

Variable rewards

• Challenges & targets

• Scores

• Levels

• Badges & rewards

• Playfulness

• Character & story

• Tables & charts

• Customisation

Game mechanics

• Feedback & feed-forward

• Role playing

• Collecting

• Chance & surprise (unpredictable reinforcement)

• Profit & loss

• Gradual reveal

Can we use this stuff outside games?

Collecting

Ridekicks

Gamify

Dealmachine

Epicwin

Eng

agem

ent

Timeshort long

low

high

Fixed interval

Regular reward

Variable intervals

Variable rewards

Fun ≠ motivationSo what does motivate?

Challenge

Fear Obligation

Responsibility

Duty

Commitment

Discovery

Desire…

2.

Three experience tips

Sati

sfa

cti

on

Peak-end rule

Time

PEAK

END

In a month see what you remember from this talk

Can you hit the target with your paper aeroplane?

Richard Sedley@richardsedley

www.foviance.com if you’d like a copy of our

Multichannel Customer Experience Report

http://www.foviance.com/

Richard Sedley (Foviance) at #fusionmex: Multichannel Engagement

Business

Transcript of Richard Sedley (Foviance) at #fusionmex: Multichannel Engagement