Date post: | 02-Dec-2014 |
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1 | Our greatest thrill is to connect you with your customers
ENGAGING THE DIGITAL CUSTOMER
WITH PAUL GREENBERG
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2 | Our greatest thrill is to connect you with your customers
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Speaker
Paul Greenberg,President,
The 56 Group, LLC
Customer Engagement: 2014 and beyond
CRM in an era of digital transformation
An era of digital transformation begins.
As era of social customer ends.
Impacts all institutions.Business among them.
Digital communications revolution
How we create, distribute, consume information has been irrevocably changed
Information is transformed
“What is transpiring is
momentous, nothing less than
the planet wiring itself a new
nervous system.
If your organization is not linked
into this nervous system, you will
be hard pressed to participate in
the planet’s future...”Geoffrey MooreAuthor, Crossing The Chasm
“Amidst the texting and the
Twittering and Facebooking of a
generation of digital natives, the
fundamentals of next generation
communication and collaboration
are being worked out.”
The digital customer
Who is the digital customer?
Savvy using social channels.
Trusts differently than used to.
Communicates with peers.61% find peers most trusted source [Edelman 2013 Trust Barometer]
Communicates with companies.
Gets what they want.20% use Twitter for customer service [Colloquy]
Social. Mobile. Local. Omnichannel.
Expects immediate response. Or nearly so.
Expects information available nearly instantly when
searching.
Increases velocity of consumerization of work.
Active participants in affecting change by using social
networks.
TrustKey element of the
relationship.Listen to customer needs and
feedback.Trust in companies is #1 concern of public.[Edelman 2012 Trust Barometer]
High quality goods and services
offered.
Treats employees well.
Customers placed ahead of profits.
Global Faces on Networked Places . March 2009
Communities and blog sitesFastest growing sector for internet use.5.4% in a year.
Member communitiesReach more internet users than
email.66.8% vs 65.1%.
conversation prism[ Source: Brian Solis ]
Omnichannel
=
Perception gapbetween consumers and businesses.
Consumers’ ranking Businesses’ rankingReasons for interacting
with companies via social sites
Reasons they think consumers follow them via social sites
Perception gap
Discount (61%)
Purchase (55%)
Reviews & product rankings (53%)
General information (53%)
Exclusive information (52%)
Learn about new products (51%)
Submit opinion on current products/services (49%)
Customer service (37%)
Event participation (34%)
Feel connected (33%)
Submit ideas for new products/services (30%)
Be part of a community (22%)
IBM Institute for Business Value: From social media to Social CRM
Learn about new products (73%)
General information (71%)
Submit opinion on current products/services (69%)Exclusive information (68%)
Reviews & product rankings (67%)
Feel connected (64%)
Customer service (63%)
Submit ideas for new products/services (63%)
Be part of a community (61%)
Event participation (61%)
Purchase (60%)
Discount (60%)
Customer intimacy is
foremost on CEOs’ minds.
88% of all CEOs, and an
outstanding 95% of
Standouts, picked getting
closer to the customer as the
most important dimension to
realize their strategy in the
next 5 years.
These CEOs are convinced
they must not only stay
connected (or reconnect) with
customers, but keep on
learning how to strengthen
those bonds.CEO Study 2010 . IBM Institute for Business Value
Customerengagement
Era of customer engagement
Customer engagement is
top of mind
Social channels are part of
omnichannel strategy.
Customer engagement in top ten priorities –
56% . [McKinsey, 2014]
Beyond experimentation in social media to fully
integrated omnichannel perspective.64% of companies are beyond experimental
stage
(integrated channels, multi-channel, cross-
channel)[State of Social 2011, eConsultancy]
Customer engagementa major concern
Source: Bluewolf Consulting
60 percent of respondents said customer engagement top priority
AND
84 percent believed customer engagement would overtake productivity as their
company's primary driver of growth.
In a survey of a large technology
vendor’s customers…
Not
Not marriage.
Not advocacy.
Not loyalty.
What is it?
Not unidirectional.
Not determined by the
amount of time or effort a
customer makes.
Not consistently the same
level.
Not
What is it?
PVC
EVC
Vendors/
Suppliers
Friends Family
Everything
Else
Going On
Other
Companies
External
Agencies
Partners/
Channels
EVC
Company
Part of personal value chain intersects
enterprise value chain Customer
Proactive involvement.[Peppers & Rogers]
“(Online engagement) is an
estimate of the degree and depth of
visitor interaction on the site against
a clearly defined set of goals.”[Eric Petersen]
What is it?
What is it?The ongoing interactions between
company and customer, offered by the
company, chosen by the customer
Customers choose channels they engage
in.
PVC
EVC
Vendors/
Suppliers
Friends Family
Everything
Else
Going On
Other
Companies
External
Agencies
Partners/
Channels
EVC
Company
Part of PVC Intersects EVCCustomer
Engagement levels vary.Casual to intense.
Infrequent to frequent.
Changes moment to moment.
Era of customer engagement
Customers self-selects.
They look for highly
personalized interactions.
Customer has products, services, tools and
consumable experiences to sculpt the kind of
experience and the level of engagement they want to
have with companies.
They want to feel valued.
They want to know that you “know”
them w/o talking to someone
necessarily.
The company side of theengagement story
Company concerns
Experience.Making experience seamless regardless of
channel.
Expectations.Recognizing the customer will be expecting the
best results s/he had in all channels.
Costs.Knowing costs of trying to provide all that a
customer wants is incredibly high.
Priorities.How to prioritize the channels offered.
Knowledge.What is it that we need to know about the customer
(or groups) that helps us make those decisions?
. Transactional
. Unstructured
Company preparation
Expectations.Meet customer expectations, if reasonable.
Reactions.Don’t react to everything.
Relationship.Treat customer as a partner, not a client.
Involve customer as extension of company
(community retailing).
Resource.Resource customers to sculpt their
relationship with you.
Value.Recognize customers and your idea of
value are not the same.
Important channels.Provide most important channels to
customers, not necessarily all of them.
Systems of record
Needs to:
Record transactions.
Automate operational processes.
Capture data.
Analyze data.
Scale appropriately.
Systems of engagement
Integrate with systems of record.
Systems that encourage customer
involvement with company at level that
customer chooses.
Based on:
Interactions.
Collaboration.
Community.
Rich media.
Usability.
Open access.
Immediacy.
Insight and analysis.
Bad customer engagementBad use of gamification by the otherwise popular GetGlue.
I thinkRadiohead
sucks!
The Philadelphia
Flyers
Delivering the engagement
The overarching strategy Engage the fans all ways Know each fan’s individual
to customize accordingly Measure, measure,
learn, learn Use all channels but focus
interaction, not the channel
Two programs How You Doin’? Early Birds
Flyers’ Fan
Engagement
Program
“The How You Doin’? Program is the culture of this
organization. We are always making sure that we aren’t just
implementing software, but are embedding the philosophy
and outlook into everything we do internally and externally.”
- Shawn Tilger, SVP Business Operations, Philadelphia Flyers
Delivering the engagement
How You Doin’? Program All staff at both HQ and Wells Fargo Center
Greet everyone who comes into stadium
Answer questions for all comers
To go above and beyond for customers
Staff are rewarded for their success at
experience
Can be nominated by fans
Get prizes and bonuses
Help drive renewals
Delivering the engagement
How You Doin’ - Facebook How You Doin’ – Linkedin
Delivering the engagement
87% of all fans greeted
97% were highly
satisfied
Doin’
Fine!
Delivering the engagement
Cool or not, this is still a
business decision that needs to
see a return
Went to incentives based
program
Delivering the engagement
The Early Bird Game Plan: Seasons Ticketholder Renewals
& Acquisitions Client development department
Account reps assigned hundreds of accounts each
Interact with seasons ticketholders via channels they communicate
social, mobile
Use Turnkey to analyze all season ticketholders
Likelihood to renew
10 categories of criteria
5-star system
All renewals loaded into system with profiles and ratings
Delivering the engagement
The spot event – 2-3 stars1. They book the Hall of Fame
Fargo Center for happy hour2. Season’s ticket holders event3. From ice cream, to ice cream,
snacks4. Renew today
Delivering the engagement
The engagement Customers felt that they were getting
room that also reminds them of the team’s
history.
They get food and drink – which really isn’t a
combination makes the wavering ticket
“You don’t have to have luxury, you only have
luxurious.”
Delivering the engagement
Delivering the engagement
The Results?From 2010 through 2012, seasons ticket renewals were up
the previous year.
Delivering the engagement
The Steps1. Develop an engagement strategy
2. Define what you’re going to need to do and to have
3. As you get what you need to have, start doing what you need to do
4. Flyers case1) Strategy
2) Using the channels that make sense and provide a return
3) Customer knowledge – KEY segment: KEY individual
4) Designing the experience
5) Training for staff
6) Compensation for staff – reinforcement of the strategy
7) Be clear on ROI or outcome
8) Implement
Delivering the engagement
In summary
Communications revolution.The communications revolution has transformed business.
Engagement at the ready.Customer engagement is at the center of customer facing
programs and strategies.
Digital customer.We have a different kind of customer - a digital customer - but
s/he is still a customer.
Experience and partners.Our customers should be subjects of an experience and
partners, rather than objects of a sale and clients.
Omnichannel strategy.In order to acquire and retain customers, we need to have a
omnichannel strategy - with selected channels.
Golden rule.The key is to provide the products, services, tools and
consumable experiences that the customer needs to sculpt
their own relationship with you.
Systems of engagement.To do so, since we have transformed how we communicate,
we need to enhance our current systems of record with
systems of engagement.
the56group.typepad.com
@pgreenbe
Paul Greenberg Author.
CRM at the Speed of Light (4th Edition)
Managing Principal.
The 56 Group, LLC
Managing Partner/CCO.
BPT Partners
EVP.
National CRM Assn.
Named to CRM Magazine CRM Hall of Fame 2010
Named #1 CRM Blogger 2005, twice in 2007 by
TechTarget
and InsideCRM & InsideCRM 2008, Forecasting Clouds,
2010
Blog.
the56group.typepad.com
Social CRM: The Conversation.
blogs.zdnet.com/crm
Email.
Twitter.
twitter.com/pgreenbe
Facebook.
facebook.com/pgreenbe
Google Voice.
571-229-7549
Proprietary & Confidential
ENGAGEMENT THROUGHOUT
THE CUSTOMER JOURNEY
Prescott Wright,
Product Manager
48 | Our greatest thrill is to connect you with your customers
THANK YOU
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