savage@totalsavagetech.com http://savagemarketingtech.com

Digital Engagement

of

Tough Audiences

Secrets to Success!

Egmont Philips

1.

Introduction

2.

Tech challenges

of today and

tomorrow

3.

Secrets to

success:

Inspiring cases

4.

Useful tool: The

CX-FORCE

Model

5.

How to make it

stick?

My journey: accelerating growth

E- business development

1.

Introduction

2.

Tech challenges

of today and

tomorrow

3.

Secrets to

success:

Inspiring cases

4.

Useful tool: The

CX-FORCE

Model

5.

How to make it

stick?

‘Marketing Tech’ combines…

Content > mass customization • Tone of voice (more informal and personal)

• Customer centric

Tech > high speed development of channels • New channels (from FB to instagram)

• Features of the channels

• More and more personal, but…

Customer Engagement

Key challenges in the digital era?

Secrets to success?

Comoditized products, stuck in pricing game, innovations that

destruct your business, customers without emotional engagement:

What to do?

Tough

Audiences?

Tough Audiences:

Different stakeholders & contradiction

Source: annual report ING Group

Reputation: correlation with profit,

media define perception > 50%

12

Customer contact

Media > 50%

1.

Introduction

2.

Tech challenges

of today and

tomorrow

3.

Secrets to

success:

Inspiring cases

4.

Useful tool: The

CX-FORCE

Model

5.

How to make it

stick?

Strategies for excellent customer experiences

by Egmont Philips

authentic

‘story to tell’

by customer

must be

‘on purpose’

What??

40,000 actors: 1 orchestrated

experience

The journey @ Changi

3 pillars

- Positively surprising

- Stress free

- personalized

Effective use of social media by a ‘Wow’

concept passengers just have to share

Be good and tell it!

Shared pride

Increased willingness to pay & word of mouth

zappos

Extremely digital yet extremely personal

The journey @ Zappos

2/10 core values:

Deliver Wow through service

Build open and honest relationships through

communication

Extremely personal tone of voice to differentiate

in extremely digital world

Empowerment of highly engaged staff

Increased loyalty & word of mouth

Tough Audiences:

segmented approach

Source: annual report ING Group

Tough Customer Engagement

corporate coms & marcom cases

Tough Customer Engagement

blended channels

Tough Customer Engagement

blended channels

Great Customer Experience

Extremely personal to differentiate in

extremely digital world

Co-operation between centrralized direct

marketing and follow up by regional sales

Increased Willingness to pay & word of mouth

1.

Introduction

2.

Tech challenges

of today and

tomorrow

3.

Secrets to

success:

Inspiring cases

4.

Useful tool: The

CX-Force Model

5.

How to make it

stick?

1.

Introduction

2.

Tech challenges

of today and

tomorrow

3.

Secrets to

success:

Inspiring cases

4.

Useful tool: The

CX-FORCE

Model

5.

How to make it

stick?

How to make it stick?

“Can I engage with the

messenger?”

“Can I engage with the

content?”

Big opportunity:

• Power Shift:

From state to citizen

From corporation to citizen/consumer

From employer to employee

Mix more employed communication in the cocktail

• Owned channels need hypersegmentation

• Earned Channels shift to micromedia (bloggers

etc.)

• Employed channel (still hardly used….)

Take away: go for emotions,

most decisons are taken irrationally!

• Let credible players make the music

• It’s all about emotions and cognitive dissonance

Disruptive message: emotion or ratio?

Decrypting emerging consumer values, future attitudes and aesthetic preferences

Challenges of tomorrow: How do you manage to be personal?

…to reduce sales effort?

…to differentiate?

Engaging company purpose

“Contactpoints and interactions change,

the company’s purpose does not!”

Connecting people and products is an emotional process.

Trends to be aware of:

Humanization: personal attention, small things

are important, value classic crafts and aesthetics

Mixology: dreams become more guiding than

logic. People are aware that most decisions are

taken emotionally.

and:

Focus, Togetherness, Big Data-Small World.

Challenges of tomorrow:

Emo-tech?

4 steps from good to great

• Orchestrated omni-channel execution:

For consistency and to ensure they reinforce each other. Timing is everything.

• Dashboard suite:

Structured & holistic evaluation by quantitative & qualitative results, only 10-15% of costs leads to more than 200% better spent of marcom budget

CX-STRATEGY.COM

Accelerating

Customer Centric

Growth

savage@totalsavagetech.com http://savagemarketingtech.com