digital engagement of tough audiences! inspiring cases from 4 continents & their secrets to...
TRANSCRIPT
[email protected] 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
[email protected] http://savagemarketingtech.com