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Today's successful digital marketers recognize the need to deliver value in every interaction. They expect to learn more about their brand and its target audience(s) than they preach, and they value these newfound understandings, seeking to leverage them to forge new consumer relationships and deepen existing ones. The practices of Web Engagement have taught you to find ways to listen to your audience more closely and to respond with relevant, tailored content in order to move them along the engagement journey from mere awareness to intimate loyalty. But just as you are beginning to understand these concepts, the tide shifts even further toward Customer Experience Management, or the proactive management of all the customer interactions with the company from awareness and attraction to ordering, fulfillment, billing and support. Niche technologies are coming together and promising to deliver on these promises, but are they ready? Are you ready?
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Copyright © 2011 Outsell, Inc. All rights reserved.Outsell’s Gilbane Services
Managing the Customer Experience from Prospect to AdvocateGilbane Boston 2011
Scott Liewehr
Lead Analyst, WCM Practice
@sliewehr
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Acronym confusion
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We made our own beds
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Brands that view consumer empowerment as an opportunity will win
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A Digital Marketer Must . . .
• Be open• Be a good listener• Be prepared• Be knowledgeable• Be consistent• Deliver value
Listen. Be relevant. Engage.
Brand
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“Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically,
financially or emotionally.”
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Engagement: the most valued currency of the web
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In order to persuade, one must first be able to perceive
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It’s All About Communication
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The Engagement Journey
• Brand Experience
Unknown
• Web Experience
Known• Engagement
objective
‘Customer’
• Customer experience
Advocate
Awareness Conversion Loyalty Advocacy
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Measuring the Level of Engagement
Understanding the audience and where they are on the journey is a business asset.
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Digital Engagement: Puzzling, Isn’t It?
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The Game Has Changed
• Increased expectations
•Digital marketing expertise
•Multiple channels
• Evolved technology
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Sources of Complexity
• Individual by nature
•Cumulative effect
• Enabled by technology
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The biggest risk to engagement is the failure of a single interaction.
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Engagement complexities aided by technology
• Channelization
• Optimization
• Individualization
• Localization
• Socialization
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Confusion abound
• Web Content Management
• Web Experience Management
• Web Engagement Management
• Customer Experience Management
• Customer Engagement Management
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Customers vs. Prospects
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The Engagement Hub
WCM
Customer SupportSystem
CRM
ECM
ERP
Email Campaign
Direct Mail
Brand Websites
YouTube Twitter
iPhone Apps
AnalyticsEmail Mgmt
Social Media Mgmt
Market Data
Mobile / Tablet /
TV
PIM
Customer Support
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Key Takeaways
• Recognize relevance as strategic
• Be mindful of your audience
• Investigate potential of contemporary practices
• Focus on developing good content
• Embrace the opportunity to innovate
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Thank you!
