cmo event - customer delight - physical and digital playing together
TRANSCRIPT
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
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
