cmo event - customer delight - physical and digital playing together

Implementing a customer delight programme as part of a wider marketing strategyImplementing a smarter communications strategy and understanding how to talk to customersCreating wonderful experiences as part of the wider marketing strategyIdentifying and correcting the pain points throughout the customer journeyUsing mobile as the unifying force to communicate with customers in real timeFinding a place in the customer journey for mobile aps and beacon technology for location based marketing in real time

Chris PileHead of Digital and Creative, NEC Group

Getting physical

and digital spaces

to sing and

dance together

Contents

• A bit about me

• How to spend £26m

• The Customer Delight Programme

• Making digital and physical sing and dance together

• What next?

• Questions

We need

a what?

1. Just ask

2. Customer surprise

3. Sense of theatre

4. Customer interaction

5. Smart communications

6. Future Vending

digitalphysical

Getting physical

and digital spaces

to sing and

dance together

How do we use digital to enhance

customer experience?

• Queue intervention

• Social / engagement

• Information

• Reliving the experience

Top Customer needs and wants

What’s at play in the journey?

! !!

! !!

?

pre-event excitement

ticket purchase

initial inspiration

seamless

customer journey on the night togetherness

Functional Emotional

To help enable a seamless

customer journey from

initial inspiration through to

ticket purchase; then from

pre-event excitement to

on the night togetherness.

seamless

customer journey

initial inspiration

ticket purchase; pre-event excitement

on the night togetherness.

1 2 3

Entertain Inform Guide

What digital tools do we have at our disposal?

Entertain Inform Guide

Entertain

Guide

Inform

App

Social

ScreensWebsite

Email

PPC

24-7 event and

venue info to

feed

excitement

To keep fans

up to date with

the latest

shows, info and

content

To keep fans

up to date with

the latest

shows, info and

content

To excite,

engage and unite

with fans about

the shows they

love.

On the night

info, excitement,

social prompts,

merch / catering

up-sell

Being the

2nd best

companion

to your night

! !!

To help enable a seamless

customer journey from

initial inspiration through to

ticket purchase; then from

pre-event excitement to

on the night togetherness.

1. Just ask

2. Customer surprise

3. Sense of theatre

4. Customer interaction

5. Smart communications

6. Future Vending

What we're going to try and do next

#

1. Customer focus

2. Channel purpose

3. Quick execution

Questions?AnyChris Pile

Chris.pile@necgroup.co.uk