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Managing CXM

10 practical techniques

A webinar and briefing for Adobe UKMarketing Cloud

Dr Dave ChaffeyCEO: SmartInsights.com

Digital Marketing Advice

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About Dave ChaffeyAbout Dave Chaffey

• Author of 5 bestselling marketing books

• Responsible for CXM at SmartInsights.com -- a marketing advice site with Expert members in over 50 countries using our planning guides, templates and online courses to improve results.

• Insights Director @ search conversion agency ClickThrough Marketing

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What is Customer Experience Management?

Source: As defined by Forrester in 2011

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CXM = effective brand customer communications

“Right Touching” is:A Multi-channel Communications Strategy

Customised for Individual Prospects and Customers

Which…Delivers the Right Value PropositionAccompanied by the Right Message

With the Right ToneAt the Right Time

With the Right Frequency and Interval Using the Right Media / Communications channels

To achieve…The right balance of value between both parties

Source: Dave Chaffey (2005, 2012): Digital Marketing Strategy: Implementation and Practice

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Do you have a personor team RESPONSIBLE

FOR CXM?

Vote!

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Technique 1. Personas & Customer journey mapping

Smart Insights Persona Toolkit

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B2C Persona example For each persona define preferences for: Platforms

(web, email, mobile) Platform usage (hours) Content consumption:

General site types &

category-specific Social media - content

creation & participation Search behaviour Trusted brands

www.dulux.co.uk Smart Insights Persona Toolkit : See also Mental content model mapping technique

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Technique 2: Define Brand OVP

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Developing your brand personality? Personality is the unique, authentic, and talkable soul

of your brand that people can get passionate about.

Personality is not just about what you stand for, but how you choose to communicate it. It is also the way to reconnect your customers, partners, employees, and influencers to the soul of your brand in the new social media era.

Source:

Tip: Refine how content enhancesPersonality and supports brand

storytelling

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Improving Reach

Key success factors Define success criteria Select appropriate mix Optimise most effective channels:

Search marketing Outreach Social media marketing

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Technique 3. Targeted lifecycle media

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Example: Online value proposition:Selection and Purchase value

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Tip: Use paid and naturalSite links to explain

and persuade

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Effectiveness (potential sales volume)

Inve

stm

ent (

reso

urce

nee

ded)

SEOLong Tail

AdWordsRemarketing

Facebook custom audiences

AdWordsGeneric

Social amplification

Media relatedPR

Influencer PR Integrated

contentcampaigns

Blog marketing

SponsoredTweets

Instagram

POE media targeting prioritisation

FBX Retargeting

Facebook Promoted Posts

LinkedInPromoted Posts

Tip: Review Display Network andRemarketing options

AdWordsTail

AdWordsPLA

AdWordsMobile

(Enhanced campaigns)

SEOGeneric

Example: Review effectiveness for your sector

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Increasing InterACTion

Key success factors Define key customer journeys for different platforms Use Analytics to improve effectiveness

Select content to engage audience Manage creation and promotion

of content

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Technique 4. Relevant Scent Vote!

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How effective is your scent?

WHY CHOOSE US?

WHERE / HOW TO BUY?

NEW CUSTOMER?

<CUSTOMER-CENTRIC SERVICE NAMES>

Example SCENT TRAILS

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Sites focused on users’ top tasks

www.volkswagen.co.uk

www.barclaycard.co.uk

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Technique 5: Strategic Content Marketing

http://bit.ly/smartercontent

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Does your content engage and persuade?

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Technique 6. Marketing AutomationAutomated Email Sequences > Targeted > Behavioural

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How sophisticated is your email marketing?

Customers

Welcomeemail

BehaviouralCross sell

Regularmarketing

emails

Site segmented

Activityflagging

RFM

PredictiveLapsed /

Churn

By product

Site downapology

Birthday / XmasEmails

Repeatabandoner

FutureRelease

alert

Back instock alert

Lapsed

ActivityNon cross sell

Not returnedin 14 days

Not re-purchasedin 14 days

Processabandonment

X-sellprogramme

By product

NewsletterNot

transacted

By contentgroup visited

Contenttriggers

Entry level

5 - 8 triggers

Medium level

17 – 30 triggers

Upper level

20 – 50 triggers

Nirvana

50 – 500 triggers

Nursery program

Site Activity programFull marketing email program

Customer service emails

Source:

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Email 1: 45% Open8.4% CTR

Email 2: 38% Open 3.5% CTR

Intent follow-up – click on Category

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Increasing Conversion

Key success factors Create a CRO / optimisation process Understand multi-channel conversion

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Technique 7. CRO

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International CRO at ASOS.com

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Technique 8. Smart Merchandising

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Testing email offer in an abandoned shopping cart email sequence

1. Generic branded follow-up email : +10% conversion rate.

2. Personalised remarketing email with a promotional code for a 5% discount time limited to 72 hours: +100% conversion rate.

3. Personalised remarketing email with a promotional code for a 5% discount time limited to 48 hours: +200% conversion rate.

Source: Smart Insights case study

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Improving Engagement

Key success factors Understanding the satisfaction gap Effective sharing through social media marketing Effective and efficient email marketing

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Technique 9. Understanding loyalty drivers

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Customer feedback toolshttp://bit.ly/smartfeedback

HiPPO support tool = www.usertesting.com and www.whatusersdo.com

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Technique 10.Map yourcustomerlifecycle

touchpointsand

Optimise

:Halfords case study

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Source: Philips presenting on PlantoEngage.com

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Let’s Connect! Questions & discussion welcome

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