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Creating a winning customer engagement strategy in the CDC environment
LASA Vic & TAS State Congress June 2016Di Erlichmanannecto, Marketing & Communications
customer experience
customer experience
cognitive
conative
affectiveinformation emotive
Trigger to purchase
thinking
feeling
doing
see &
hear
cx lifecycle
Oracle Customer Lifecycleneed
recommend
maintain
purchase
select
research & engagement
usereceive
BUYmarket & sell
OWNsupport &
service1
5
4
3 7
62
8
Macro environmentWhy is customer engagement and customer experience so important right now?
micro environmentCustomer segment profiles guide the design of better Value
Propositions- which articulates the greatest value to each customer segment- and is the key to designing a stronger
business model.
To ensure this success- how is your marketing function positioned within your organisation?
CEO
CFO COO CMO?
The business model canvas
©O
ster
wal
der&
Pign
eur 2
010
© XPLANE Visual Thinking Co.
the customer empathy mapuse at each stage of the CX journey
CX journey: awareness, engagement, conversion, retention, loyalty
Maria’s journey*• annecto mapped Maria's journey, her wants and
needs, her problems and obstacles using the customer empathy map, and against the CX lifecycle: AWARENESS, CONSIDERATION, CONVERSION, RETENTION, LOYALTY.
• You might choose to use your own CX Lifescycle title that makes sense to you: eg 1.Researching, 2.Choosing, 3.Buying, 4.Receiving services, 5.Returning, and 6.Exit stages.
• annecto then measured Maria’s experience against six operational categories to ensure we achieved optimal customer satisfaction with clients like Maria* and her mother Gina*.
*Images are of models. Real names have not been used..
Select a specific customer segment to map
carer
researching Stage 1
objective
behaviours
Negativefeelings
thinkfeelsee hear
positivefeelings
1. GP 2.web 3.friend
carer
behaviours
thinkfeelsee hear
positivefeelings
Back end
support
Negativefeelings
Creating a winning customer engagement strategy in the CDC environment
Di Erlichmanannecto, Marketing & CommunicationsJune 2016