CUSTOMER EXPERIENCEIN MARKETING

Simon HoraufFounder & Director, PLAY

“THE BUSINESSES THAT DO INVEST IN PUTTING CUSTOMER EXPERIENCE AT THE CORE OF THEIR PROFITABILITY SEEM TO HAVE TWO THINGS IN COMMON:

CONSENSUS AT THE BOARD LEVEL THAT THE EXPERIENCE MUST MEET THE EXPECTATION

AND THE ABILITY TO COMMUNICATE THIS TO ALL

MEMBERS OF STAFF .”Michael Barnett, Marketing Week, USA

1 - THEY DESIGN THE RIGHT OFFERS AND EXPERIENCES FOR THE RIGHT CUSTOMERS.

2 - THEY DELIVER THESE PROPOSITIONS BY FOCUSING THE ENTIRE COMPANY ON THEM WITH AN EMPHASIS ON CROSS- FUNCTIONAL COLLABORATION.

3 - THEY DEVELOP THEIR CAPABILITIES TO PLEASE CUSTOMERS AGAIN AND AGAIN—BY SUCH MEANS AS REVAMPING THE PLANNING PROCESS, TRAINING PEOPLE IN HOW TO CREATE NEW CUSTOMER PROPOSITIONS, AND ESTABLISHING DIRECT ACCOUNTABILITY FOR THE CUSTOMER EXPERIENCE.

EIGHTY PERCENT OF COMPANIES BELIEVE THEY DELIVER A SUPERIOR CUSTOMER EXPERIENCE, BUT ONLY 8 PERCENT OF THEIR CUSTOMERS AGREE. WHAT DO THESE 8% OF COMPANIES DO DIFFERENTLY?

*By James Allen, Frederick F. Reichheld, and Barney Hamilton, Harvard Business School

CASE STUDY 1:THINK BLUE BRAND CAMPAIGN

VOLKSWAGENPLAY COMMUNICATION (SYDNEY)DDB STOCKHOLM (STOCKHOLM)

THINK BLUE

CASE STUDY 2:POLO LAUNCH CAMPAIGN

VOLKSWAGENPLAY COMMUNICATION

BY TIM SANCHEZ, DELIVERBLISS.COM

A great product, but consideration to purchase was low in the ever-so-elusive 18-25 year old audience segment.

BY TIM SANCHEZ, DELIVERBLISS.COM

Embracing the consumer reality

BY TIM SANCHEZ, DELIVERBLISS.COM

This is a beginning not an end.

CONTENT

What are they interested in?

EXPERIENCE

Where do they go?

DIGITAL

What are they doing?

BY TIM SANCHEZ, DELIVERBLISS.COM

CONTENT

What are they interested in?

MusicArtUrban CultureGaming

BY TIM SANCHEZ, DELIVERBLISS.COM

CONTENT

What are they interested in?

BY TIM SANCHEZ, DELIVERBLISS.COM

EXPERIENCE

Where do they go?

Inner cityFestivalsMate’s houseBarsCafe’s

BY TIM SANCHEZ, DELIVERBLISS.COM

EXPERIENCE

Where do they go?

BY TIM SANCHEZ, DELIVERBLISS.COM

This is a beginning not an end.

DIGITAL

What are they doing?

Hyper connectedFacebookTwitterSMSPC

BY TIM SANCHEZ, DELIVERBLISS.COM

This is a beginning not an end.

DIGITAL

What are they doing?

BY TIM SANCHEZ, DELIVERBLISS.COM

This is a beginning not an end.

How did we bring all of this together?

BY TIM SANCHEZ, DELIVERBLISS.COM

This is a beginning not an end.

Marco is the guy in the

know.

Marco lives online.

Marco has mates with Polos in every city.

CONTENT

DIGITAL

EXPERIENCE

BY TIM SANCHEZ, DELIVERBLISS.COM

Talking online

Making friends online

BY TIM SANCHEZ, DELIVERBLISS.COM

BY TIM SANCHEZ, DELIVERBLISS.COM

Facebook

Advertising Gifts

PR

SMS

In-car experience

Campaign Elements

THANK YOU.