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Managing the Customer Experience from Prospect to AdvocateGilbane Boston 2011
Scott Liewehr
Lead Analyst, WCM Practice
@sliewehr
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Acronym confusion
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We made our own beds
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Brands that view consumer empowerment as an opportunity will win
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A Digital Marketer Must . . .
• Be open• Be a good listener• Be prepared• Be knowledgeable• Be consistent• Deliver value
Listen. Be relevant. Engage.
Brand
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“Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically,
financially or emotionally.”
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Engagement: the most valued currency of the web
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In order to persuade, one must first be able to perceive
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It’s All About Communication
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The Engagement Journey
• Brand Experience
Unknown
• Web Experience
Known• Engagement
objective
‘Customer’
• Customer experience
Advocate
Awareness Conversion Loyalty Advocacy
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Measuring the Level of Engagement
Understanding the audience and where they are on the journey is a business asset.
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Digital Engagement: Puzzling, Isn’t It?
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The Game Has Changed
• Increased expectations
•Digital marketing expertise
•Multiple channels
• Evolved technology
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Sources of Complexity
• Individual by nature
•Cumulative effect
• Enabled by technology
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The biggest risk to engagement is the failure of a single interaction.
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Engagement complexities aided by technology
• Channelization
• Optimization
• Individualization
• Localization
• Socialization
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Confusion abound
• Web Content Management
• Web Experience Management
• Web Engagement Management
• Customer Experience Management
• Customer Engagement Management
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Customers vs. Prospects
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The Engagement Hub
WCM
Customer SupportSystem
CRM
ECM
ERP
Email Campaign
Direct Mail
Brand Websites
YouTube Twitter
iPhone Apps
AnalyticsEmail Mgmt
Social Media Mgmt
Market Data
Mobile / Tablet /
TV
PIM
Customer Support
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Key Takeaways
• Recognize relevance as strategic
• Be mindful of your audience
• Investigate potential of contemporary practices
• Focus on developing good content
• Embrace the opportunity to innovate
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Thank you!