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2 May 2023© Metia
Data driven CXAccelerating your journey to customer centered marketing
1
2 May 2023© Metia 2
• Who we are• How your
customers changed• The role of data• What we believe• How to get started
2 May 2023 3
Who we are
© Metia
Our promise
Use customer and market data to enable real time contextual relevancy. We will support customers to ensure they have the right people, process, data and technology to deliver authentic customer centered marketing
We support: Our clients are businesses who:
We are different because we:
We do this by:
CX leaders in organizations that strive to be best of breed
Want to accelerate customer relationships and ROI by evolving the experiences created for their customers
Applying our programmatic approaches to provide integrated audience understanding, data strategy, content strategy and digital experience design that take each of our customers on an accelerated journey to their customer centered goals
Our Story has a hero
CxO
Function lead
Professional
Employee
Developer
Doctor
Teacher
Shopkeeper
Enterprise
Corporate
SME
Start up
Student
Millennial
Parent
Traveller
We accelerate the Customer Lifecycle
2 May 2023© Metia 6
INFLUENCE
EXPERIENCE
RELATIONSHIP
ADVOCATE
“ ”
• Evangelize experiences• Contribute to the
community• Advocate the brand• Share content
• Provide information• Transact 1+ times• Consume content
• Defend the brand• Co-create content• Lead the conversation
• Build acquisition momentum
2 May 2023 7
How your customers changed
© Metia
2 May 2023 8© Metia
Passive RecipientsCustomers were individually isolated; the victims of sporadic outbursts of marketing.
2 May 2023© Metia 9
To Active ParticipantsThey became connected to a like-minded community, and found their collective voice
2 May 2023© Metia 10
To Co-Creators and ContributorsAre loyal stakeholders seeking a role in shaping your future products and services
2 May 2023© Metia 11
Invest more time understanding:• Utility• Sharing• Context
Spend less time obsessing over:• Customer satisfaction
• Striving for engagement
• Endless surveys
2 May 2023© Metia 12
Shift from:• Measure by value of
individual transaction• Alignment defined by tactics• Personalization is defined by
individual profile fields
Shift to:• Measure lifetime value and
attributed community impact• Alignment defined by
common purpose• Personalization is derived
from behaviour and tribal allegiances
2 May 2023© Metia 13
Top of funnel thinking
Lifestyle & cultural factorsCategory perceptions
Brand perceptionsProduct perceptions
Engagement
Customer centered marketing
Our response to the changing world: • We use digital and social data for both
‘outside-in’ insights into customers and markets AND ongoing monitoring of customer and market trends we create real, active, value-driven programmatic campaign customer centered marketing
• Our analysis starts at the top-of-funnel, analyzing social and digital conversations about the passion areas that underpin the market – without relationship to category (e.g. Health Insurance, Software) or brand (e.g. Nintex or Microsoft).
Leve
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onte
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omer
.
2 May 2023 14
What we believe
Challenging the ‘sacred cows’ of digital marketing
© Metia
2 May 2023 15
#1. I can’t deliver seamless customer experience until we have overcome silo behaviours
• All people are naturally tribal, including yours. This won’t change. Deal with it.
• Data should become a common language across the business
• Silo-ed functions is not the issue, it’s making decisions from multiple sources of the ‘truth’
• A clear insight architecture will create a single source of truth to enable consistent decision making
© Metia
2 May 2023 16
#2 My business is not interesting enough to create buzz through digital channels. I can’t use digital data to understand my B2B customers.
• 95% of social conversations do not mention a product or brand…this means that 95% of what matters relates to higher order needs
• Customer centered marketing requires ‘top of funnel’ thinking to drive relevance
• Focus on the higher order problem or ‘passion area’ you are solving for customers to drive improvement and innovation
© Metia
2 May 2023 17
#3 Minimizing my customer effort is the path to accelerated revenue
• Friction is bad, effort is not. This is particularly true in b2b where ‘effort’ can mean a level of commitment to the relationship
• Customers seek a ‘fair exchange of value’
• Focus on understanding what the acceptable customer effort is that drives a mutually beneficial outcome
© Metia
2 May 2023 18
#4 Relying on data slows down my marketing execution
• Data is being created by customers and prospects all the time, in real time
• Data can now move at the speed of execution and customers demand a say in the experiences they consume
• Wire data to the anatomy of execution and truly drive action using the voice of the customer
© Metia
2 May 2023 19
#5 Personalization is only successful if I can do it 1:1
• As ‘social truth’ becomes ever pervasive, the wisdom of the crowd drives behavior and perception
• Individuals make decisions in the context of a ‘tribe’ so understanding the attributes of segments is increasingly valid
• Start with ‘Persona-alization’ and empower the customer to further customize explicitly and implicitly
© Metia
2 May 2023 20
Understanding your CX DNA
© Metia
2 May 2023
Approaches to Customer Experience Management
© Metia 21Data DN
A
CX DNAOn time Real time
Manual: PEOPLE
Automated:TECHNOLOGY
2 May 2023
How Metia can help to drive customer centered marketing
© Metia 22Data DN
A
CX DNAOn time Real time
Manual: PEOPLE
Automated:TECHNOLOGY
Amplify and Scale Optimize efforts and Innovate
Digital Transformation Data Strategy
INFLUENCE
RELATIONSHIP
ADVOCATE
EXPERIENCE
2 May 2023
How to get started: what’s your DNA?
© Metia 23
CX DNAOn time Real time
Manual: PEOPLE
Automated:TECHNOLOGYIntegrated
Siloed
Implicit
Campaign orientated
Lower use of digital channels
Higher use of digital channels
Programmatically driven
ExplicitData DN
A
2 May 2023© Metia 24
How to get started: where are you on your insight journey?
What could our high net worth
users value?
Which of these propositions works
best in Spain?
How can we get customers to pay more
for what we do?
What would a world class support
service look like?
How can we leverage reward in
our offer?What positioning does our brand
need to seize to be sustainable?
How are our target segments changing?
How do prospects in Far East go about
acquiring this product?How do our
customers feel about corporate responsibility?
What threat does our competitors
new product present?
Where does our existing customer
experience fall down?
What does the market know about us?
What do prospect customers think of our existing offer?
25
Your position on the insight wheel: where to start
• Customer Research Systems
• Positioning & messaging research
• Customer Journey Mapping
• Digital ethnography• Bespoke segmentation
& persona development• Top of funnel social data
analysis
• Content relevance• Campaign
development
Proposition development
Proposition testing
Taking propositions to
market
Market understanding
UNDERSTAND
Cultural contexts
Quality of customer
experience
Engagement with the
proposition
INNOVATE & REFINE
MEASURE & IMPROVE
Next steps
2 May 2023© Metia 26
• Review audience understanding
• Create a 360 degree view of the customer
• Establish Data and CX DNA and future recommendations