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MULTI CHANNELMULTI-CHANNEL CUSTOMER
ENGAGEMENT
Agenda
What is Multi-Channel Engagement? Definitions of Engagement Definitions of Engagement Merkle’s Definition
Multi-Channel Engagement in Our Industryg g y Examples of Engagement Why We Believe It’s Still Evolving
Understanding Consumer Engagement: Defining engagement as a new marketing discipline
Examples of Good Multi Channel Engagement ProgramsExamples of Good Multi-Channel Engagement Programs Case Study: Universal Orlando Case Study: BlackRock Investments
© 2011 Merkle Inc. All Rights Reserved. Confidential 2
What is Multi-Channel Engagement?
© 2011 Merkle Inc. All Rights Reserved. Confidential 3
What is Multi-Channel Engagement?
Definition of Engagement:
An Appointment or Arrangement
A Pl d Obli ti A tA Pledge, Obligation or Agreement
An Encounter
A Betrothal!
As funny as it sounds, engagement does involve all of these
© 2011 Merkle Inc. All Rights Reserved. Confidential 4
Isn’t Engagement Just “CRM”?
YYes…
CRMBut it’s really just a part of CRM…But it s really just a part of CRM…
A very difficult part of CRMEngagement
…A very difficult part of CRM
© 2011 Merkle Inc. All Rights Reserved. Confidential 5
Our Definition of Multi-Channel Engagement
Engagement is an ongoing conversation with a customer,conversation with a customer, centered around the specific media that they consume on a regular basis.
DM
EMDisplay
Its purpose is to consistently offer up content of interest in places andup content of interest in places and at points in time that are relevant to the customer, based on data derived from their behavior, to
Social
Mobile
Web
incent them to perform a desired action.
© 2011 Merkle Inc. All Rights Reserved. Confidential 6
What are the “Desired” Actions
The goal of an Engagement strategy can vary based on a marketer’s ultimate purpose, but typically involve:
Con ersions ReferralsConversions
Expanded Relationship Up-Sell
Referrals
Relationship
Renewals
p
Loyalty / Retention
© 2011 Merkle Inc. All Rights Reserved. Confidential 7
Engagement in our Industry
© 2011 Merkle Inc. All Rights Reserved. Confidential 8
Inquirer Programs
Re-contacting “hand raisers” ghas long been a key strategy to continue the engagement of interested prospects and customerscustomers
© 2011 Merkle Inc. All Rights Reserved. Confidential 9
Coordinated Follow-up: Structured Interactions
More structured interactive programs are evolving, including quick lead gen and follow-up emails to maximize recent engagement
© 2011 Merkle Inc. All Rights Reserved. Confidential 10
Coordinated Follow-up: E-mail Acquisition
Insurers especially are migrating to more online follow-up ofInsurers, especially, are migrating to more online follow-up of inquirers to increase engagement and conversion
© 2011 Merkle Inc. All Rights Reserved. Confidential 11
Life Events
Anniversary’s, birthdays, and timed events such as scheduled premium i liincreases or policy renewals have been created to supplement other retention efforts.other retention efforts.
© 2011 Merkle Inc. All Rights Reserved. Confidential 12
Partnerships
Partnerships incorporating sweepstakes and prizes associated with policies or
i h dservices have emerged.
This one by Farmer’s promotes the integration of p gthe agent location and entering a sweepstakes.
© 2011 Merkle Inc. All Rights Reserved. Confidential 13
Unmistakable Multi-Channel Branding
Flo!O f thOne of the more extensive multi-channel campaigns, the branding is gunmistakable
© 2011 Merkle Inc. All Rights Reserved. Confidential 14
Integrated Campaigns
Others have been able to accomplishable to accomplish this as well by generating one campaign related gtheme and carrying it through multiple outreach channels.
© 2011 Merkle Inc. All Rights Reserved. Confidential 15
Microsites
More recent efforts show the use of microsites to engagemicrosites to engage with a Brand, often extensions of an existing campaign
Download the Free App
© 2011 Merkle Inc. All Rights Reserved. Confidential 16
Apps, Apps & More Apps
Insurers and Wealth Managers have embracedManagers have embraced new technology and channels such as phone and iPad apps to adapt to customer’s need around real-time access
© 2011 Merkle Inc. All Rights Reserved. Confidential 17
Coordinated Engagement
Despite all the examples, there are not many coordinated, multi-channel p p , y ,engagements:
Most tend to be solo channel initiatives or campaign related initiatives Few are truly customer experience and ongoing engagement tactics
Why don’t we see more Coordinated Engagement?Why don t we see more Coordinated Engagement?
Because it’s HARD
© 2011 Merkle Inc. All Rights Reserved. Confidential 18
Why is Multi-channel Engagement So Hard?
Marketing Functions Tend To Operate in Silos
© 2011 Merkle Inc. All Rights Reserved. Confidential 19
Do We Really Understand Our Customers?
Social: instant access to friends, brands
Mobile: always-on gateway device
display
search
site
social
mobile
Website: go-to resource for consumer
DM/EM: preferred channel
decisionsfor brand engagement
© 2011 Merkle Inc. All Rights Reserved. Confidential 20
Understanding Consumer Engagement
© 2011 Merkle Inc. All Rights Reserved. Confidential 21
Engagement as a New Marketing Discipline
Acquire Engage Convert
Goa
l Expand CRM marketing reach
Activate consumer audience; sustained dialog
Monetize customer base
Prim
ary
Vehi
cles Direct Mail
Search Display
Social Email Mobile
Site Email
VK
ey
Met
rics CPA
Audience Size Engagement
Index Cross-channel
Campaign ROI Customer
Value
M Adoption
CRM ROI
© 2011 Merkle Inc. All Rights Reserved. Confidential 22
Consumer Engage Across Media / Channels
Consumers are actively engaged across a combination of digital channels and media
Blog
27% actively
27%
87%
87% use email 1+ times per
51% are active texters
actively read blogs
Mobile
87%
Social
1+ times per day
texters
IM
51%
63%63% use Facebookweekly
33% use IM regularly
33%
© 2011 Merkle Inc. All Rights Reserved. Confidential 23
Connected Consumers Tend to be More Engaged Online
+Social networkers are 61%
lik l b lMobile engagers are 46%
+ +more likely to be regular
emailersmore likely to be active
email users
78%
+78% of mobile email
users are regular users of social networking sites
© 2011 Merkle Inc. All Rights Reserved. Confidential 24
Adapting CRM to the Connected Consumer
Typical Engagement Strategy
Email 2 email messages
Impact on the Customer
egy
1 2
Mobile
Social
2 email messages
5 Facebook posts
1 mobile message
1 direct mail message
rren
t Str
at
Direct Mail
Media Message Audience
9 customer contactsCu
P tting the C stomer FirstC ti t th C t 21
d St
rate
gy
Putting the Customer First
Mobile
Connecting to the Customer
display
21
Con
nect
ed
Direct Mail
Social
Audience Message Media
search
direct mail
social
mobile
© 2011 Merkle Inc. All Rights Reserved. Confidential 25
Learning from the Consumer: Types of Engagement
Reactive
Brand Consumer responds to an outbound message from a brandExample: Consumer responds to a brand’s Facebook post
Proactive
Consumer initiates the engagement with a brandExample: Facebook post created by a FB Fan, visits a website
Brand
Connected
p p y ,
Consumer socializes with his/her social network on behalf of a brandExample: Consumer re-posts a brand’s FB content to his FB network
© 2011 Merkle Inc. All Rights Reserved. Confidential 26
Integrating Engagement: Start With Customer Footprint
un-mapped
mapped
engagementdata overlay
Targeted display target segment
engagementdata overlay
Email subscriber; active opener and clicker
Un mapped search ser
display
F t b it i it New mobile opt-in
Un-mapped search usersearch
it mobile
Frequent website visitor; occasional purchaser
New mobile opt insite
social
mobile
Extensive social network; active Facebook Fan
Merkle customer data access• Purchase history• Demo/psychographic
tsegments
© 2011 Merkle Inc. All Rights Reserved. Confidential 27
Understanding Engagement to Drive CRM Initiatives
Customer Value Curve
U d t d t b h i th t
HighValueSW
Understand engagement behaviors that occur between customer value inflection points
High value pathLow value pathInflection point
Value
MM
SS
SS
EE E
W
E
Social
E
S
Website
MobileM
W
EE
EW
M
WWS
SS
S
E
MSW E
LowValue
W
Digital Interactions over Time
© 2011 Merkle Inc. All Rights Reserved. Confidential 28
Definition of Engagement
Definition: a non-monetary activity between a brand and a consumer
Goal: integrate engagement to better understand customer engagement and identify new marketing opportunities
Marketing Benefits:
– Sustain customer engagement: Identify marketing initiatives that encourage both Reactive and Proactive engagement
– Mitigate customer churn: Identify predictive behaviors that indicate high propensity for customers to become unengaged
– Drive higher value, loyal customers: Identify high-value behaviors that correlate with high value, longer term customers
© 2011 Merkle Inc. All Rights Reserved. Confidential 29
Example: Leveraging Engagement to Discover New Marketing Opportunities
Connection Strength Vertical InfluenceWhat We
K
Content Targeting Channel Integration
Strong JCrew brand connection
High level of fashion influence
Know:
Social influencer, email active g g
“Likes” shoes & denim Engaged with JCrew email program
email active
New Strategy:
First to Know. Send early-awareness, targeted email message and Facebook post with new shoe, denim announcements
Encourage & reward network social reviews, sharing
Leverage viral engagement
In the Know. Create friend-oriented referral program. Send targeted email message, FB post to leverage customer
influence and activate their networks
© 2011 Merkle Inc. All Rights Reserved. Confidential 30
Case Study: Universal Orlando
© 2011 Merkle Inc. All Rights Reserved. Confidential 31
Background
Where It All Began:
– UO’s CMO wanted to build out their CRM program – saw this as key way to develop relationships with Guests
– Sense of urgency needed to help support the launch of their new Harry Potter attractionattraction
Starting Point of CRM Program:
– UO Newsletter sent 1x per month untargeted– UO Newsletter sent 1x per month, untargeted
– No targeting on website, no site optimization
– No existing social strategyg gy
– No mobile initiatives in place
– Direct mail efforts focused on FL residents
© 2011 Merkle Inc. All Rights Reserved. Confidential 32
UO CRM Program Overview
Working together, we implemented a targeted CRM program.
Triggered Lifecycle Email Messaging: targeting email messages based on email and site behavior
Optimized and Targeted Website Content: customized site content driven by site segmentation
Integrated Social CRM Strategy: targeted Facebook messaging based Integrated Social CRM Strategy: targeted Facebook messaging based on Facebook and site behavior
Onsite Mobile Messaging: on-site, in-experience mobile messaging
© 2011 Merkle Inc. All Rights Reserved. Confidential 33
Targeted UO Lifecycle Messaging Strategy
Confirmation
Touch 1 (T1): Triggered Conf irmation
Up sell
Touch 2 (T2): Up Sell Message
Park
Touch 3 (T3): Prepare for trip
We hope you
Touch 4 (T4): Send-of f letter
Pre-Arrival Campaign Flow
Integrated testing to OLTS park
ticket purchase
/ Thank you for purchase – set expectations
Up sell based on purchase history
Facilities, FAQs, map, relevant up sell
yenjoy your visit! Up sell
Newsletter / Ac-hoc
Purchase C fi ti
Purchase Purchase Confirmation
Includes the following ticket purchases: • 1 day
Sent f rom Gateway with optimized creative
improve message content, cadence, sequence
Confirmation / Thank you
Confirmation / Thank you
Confirmation / Thank you
1 day• 2 day• 3+ day
Sent from Gateway, same as touch 1 template
1 2 3 41 2 3 4
© 2011 Merkle Inc. All Rights Reserved. Confidential 34
UO Website Targeting and Optimization
Persistent Navigation: Top Activities to Purchase
Persistent Navigation: Top Activities to Purchase
1 2
VB Widget
VB Widget
VB
WWHP Microsite
City Walk
Theme Park Dining
Targeted website content driven by: predictive modeling site segmentation path optimization analysis
© 2011 Merkle Inc. All Rights Reserved. Confidential 35
UO Integrated Social CRM Strategy
Targeted Facebook posts based on Like behavior
© 2011 Merkle Inc. All Rights Reserved. Confidential 36
UO CRM Program Results
65% increase in direct revenue driven by targeted lifecycle messaging streams
4 5% increase in conversion rate driven by onsite process optimization4.5% increase in conversion rate driven by onsite process optimization
37% increase in revenue driven by ecommerce and email testing program
Targeted social messaging is in process of being measured for ROITargeted social messaging is in process of being measured for ROI
Initial goal is to drive Guest engagement
© 2011 Merkle Inc. All Rights Reserved. Confidential 37
Case Study: BlackRock Investments
© 2011 Merkle Inc. All Rights Reserved. Confidential 38
Thank You
Thomas BeginThomas BeginVice President
Insurance and Wealth Management Solutions Grouptbegin@merkleinc [email protected]
610-212-3839
Rich FleckVice President
Merkle [email protected]
720-836-2024
© 2011 Merkle Inc. All Rights Reserved. Confidential 39