Date post: | 17-Feb-2017 |
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A customer experience (CX) framework for online marketing
Presented by James Gurd
01/05/2023
CX is a global marketing focus
Source:Adobe & Econsultancy Digital Trends 2016(7,000 marketing professionals globally)
01/05/2023
A conceptual framework for CX
CXBuy now!
Buy again!
Sign-up!
Quality?
Relevance?
Service?
01/05/2023
CX is the babelfish of digital marketing
CX translates business goals and target outcomes into a customer-facing proposition that is communicated to them in their language and via the channels they want to receive it.
We want new customers = relevant content, customer stops to think We want to grow the database= reward registration + provide compelling reasons
to sign-up We want you to spend more = product bundles, smart merchandising,
personalisation We want lifetime value = use CRM to provide useful, relevant content
and offers to reward loyal customers
01/05/2023
Example: unexpected rewards
01/05/2023
Building blocks for CX
1. The psychology of customer behaviour
2. Understanding competitors3. Customer profiling4. Creating a customer mental
model5. Aligning comms strategies
with customer needs
01/05/2023
1. The psychology of user behaviour
People have different needsYou need to understand what motivates people to act and what people value to create smart marketing campaigns
Motivation Example
Need My laptop needs a new carry case
Persuasion Join more than 4,000 other small businesses
Urgency Offers ends 10pm tonight
Scarcity Only 5 left
Eagerness New iPhone7 on sale on X
Recommendation 3 friends like this on Facebook
Price incentive Lowest price in market
Recommended reading:
The Psychology on Online Persuasion
by Nathalie Nahai @NathalieNahai
Implicit and explicit promises
People can be influenced by any piece of visual or written content.The psychological levers and messaging we use influence people’s behaviour:
Make a suggestion= customer stops to think
Provide reassurance= increases customer’s trust
Appeal to lifestyle needs= customer engages with content
Provide a price incentive= customer is more inclined to add to basket.
01/05/2023
2. Understanding competitors
What do they do well? What do they do poorly? Which channels are they active in? Which do they excel in? What do customers respond to the most? What falls on deaf ears?
= what are our opportunities and threats?
Example application:
You find a consistent complaint from customers regarding delivery issues and service support.
You emphasise this in marketing campaigns as a competitive differentiator e.g. ppc call to action
01/05/2023
3. Customer profiling
• Who are our customers?
• What do they want?
• How do we talk to them?
• Where do we talk to them?
01/05/2023
Case study: The Wine Society
01/05/2023 Level of wine knowledge (experience)
Wine Passionistas(Amateur enthusiasts)
Safe & Reliable / Best Deal
Wine Buff
Dormant Experts / Long Term Loyalists
Uncorked my passion
Rekindled expert
Sommelier in training
Fast track m
e
to wine geek
Leve
l of w
ine
inte
rest
(pas
sion)
01/05/2023
Knowing who they are + what motivates them
Help me to…• Not be intimidated and overwhelmed – I want to feel relaxed
about my membership
• Understand what services are available to me & connect with other members
• Feel confident navigating the range & experimenting
• Find good value deals with expert & peer to peer advice
• Understand what co-op/society really means for me
• Share my passion/pleasure of drinking wine without feeling embarrassed because of my knowledge levels
• Use you as my ‘go to’ for all things wine.
Don’t make me…• Go elsewhere to gain wine knowledge
• Turn to seemingly more accessible retailers / sources for help to purchase & experiment
• Feel that I have to navigate the List on my own & that I have to stick to what I know
• Join local wine groups
• Attend tastings elsewhere
• Attend meetings where everyone else knows far more than me
“There’s not a lot of resources for beginners, just background info on
wines in an overview kind of way.”
“I wasn’t a complete novice I had an
interest in it before”
“I don’t really feel aware that I’m part of a community as such, I do enjoy looking at
your tweets”
“It is quite a daunting booklet if you don’t know much about wine. How would a person choose from 10 NZ Pinot
Noirs?!”
“I like discovering new wines at tastings, but
prefer these events to be informal
01/05/2023
4. Customer mental model
The mental model builds a picture of what customers are likely to want from your marketing and the onward journey
• What is the purpose of each campaign/landing page?• How will customers relate to your content?• If you don’t know who they are, how do you answer these questions?
What do we want customers to do? What do they need to
do this? What is their onward journey?
01/05/2023
Case study: RightCall app
Issue: Low activation rates for
mobile app (28%) Low conversion to paying
customer (4%) Key issues:
• Inconsistent messaging in campaigns and app
• UX flaws making users’ journey unnecessarily complex
Solution: Apply a customer mental model to
the app onboarding user flow Redefine the messaging hierarchy Apply to marketing campaigns,
website + in-app screens Measure campaign CTR and in-
app metrics.
Results:
Activation rate increased to 86% within 1 week
Conversion to paying customer increased to 40% within 2 weeks
Website bounce rate reduced from >75% to less than 30% in 1 week
01/05/2023
Keeping the mental model simple
01/05/2023
5. Aligning your comms with customer profiles
If… We know who our customers are What motivates them What competitors do well/poorly What customers need from our
marketing campaigns
Then... We can tailor messaging Choose which channels are best
suited to each customer type Speak to people with the right tone
and information
01/05/2023
Case study: Shopfitting Warehouse1. Marketing/
comms structure
2. Messaging hierarchy
3. Brand value messaging
4. Customer level messaging
01/05/2023
Key take-aways
1. All marketing needs to be under-pinned by a consistent communications structure
2. Think customer + message first, channel last3. How you communicate to customers via marketing should align
with their needs and motivations4. Most organisations have a diverse audience – learn to tailor your
marketing comms to different customer types.
Ačiū, geros dienos!
digitaljuggler.com@jamesgurd