Transcript

Neil Henry

Planning Your Digital Strategy

Digital is now a LIFESTYLE

not a technology

Customers are changing BEHAVIOUR

faster than companies can evolve

Dealing with digitally empowered consumers requires firms

to reshape themselves around the CUSTOMER JOURNEY

1.0

Product / Service

Store

2.0 3.0

Channel

Customer

4.0

Firms who were born

during the ‘age of

manufacturing’ have

business models,

processes and

technology that are

organised around their

product / service

Firms who were born

during the ‘age of

distribution’ have

business models,

processes and

technology that are

organised around their

store front / branch

Firms who were born

during the ‘age of

Internet’ have business

models, processes and

technology that are

organised around the use

of multiple mashups of

web based channels

Firms who need to be

successful in today’s ‘age of

the empowered customer’

need to re-imagine their

business model, processes

and technology, re-shaping

them around their

customers journey

Customers expect businesses

to support their DIGITAL WORLD

THE RELEVANCE OF

FACEBOOK

THEY

EXPECT

THE IMMEDIACY

OF TWITTER

THE INTELLIGENCE OF AMAZON

THE EXPERIENCE OF

UBER

THE SIMPLICITY OF

APPLE

THE CONTENT OF YOUTUBE

They live a digital life measured by

NEW BENCHMARKS

THE OMNIPRESENCE OF GOOGLE

Companies are re-imagining how they

need to adapt to their customer’s

DIGITAL LIFESTYLE

The customer is INFORMED…

Consumers today know

what they want, where

to go and how to get it.

They trust certain

companies and like

simplicity to take action.

The customer is EMPOWERED…

With so many online

options, consumers have

total control at every stage

of the customer journey.

They can choose when and

how they want to connect

and possibly buy from you.

The customer is ASSERTIVE…

Customer experiences

should be designed to give

people the information they

want in the ways they want

to digest it… digitally.

What is the users intent at

every point in their journey,

to connect or buy?

“By gaining far greater exposure to potential customers...

Connecting with consumers anywhere, anytime”

IS YOUR DIGITAL STRATEGY DELIVERING?

“By taking the opportunity to level the playing field with

bigger players... And generate greater conversion rates”

IS YOUR DIGITAL STRATEGY DELIVERING?

“By reducing the cost of wasteful marketing... Save money

with a measurable strategy that attracts genuine customers”

IS YOUR DIGITAL STRATEGY DELIVERING?

“By uncovering real-time customer insights to better engage and

serve people... Be professional, responsive, genuine”

IS YOUR DIGITAL STRATEGY DELIVERING?

“By providing native experiences people want... Be non-intrusive,

build rapport and gain trust in an age of consumer choice”

IS YOUR DIGITAL STRATEGY DELIVERING?

Creating exceptional customer experiences requires

DIGITAL MATURITY

Level 1 Level 2 Level 3 Level 4 Level 5

Heroic efforts

in service

Best in class

delivery

Customer

Focused

Experience

driven

Scalable

at speed

The initial stages are worthy endeavours

BUT RETURNS BEGIN TO TAPER OFF

“A disconnected digital strategy and tactics will not

build brand awareness or generate leads…

Projects that are overtly focused on insular

perspective require constant digital channel

refresh. They think little of end user experiences…

No real uplift in customer focus or digital channel

prioritisation misses the opportunity to make lives

easier, helping people to connect and then act…

Business loses potential customers by not targeting

the right people with the right message. In short

customer experience is severely fragmented.”

Level 1 Level 2

Heroic efforts

in service

Best in class

delivery

Establish a digital transformation agenda

CENTERED AROUND THE CUSTOMER

value

Customer Experience

Digital Strategy

Customer Experience

Digital Strategy

value

Ensure key decision makers understand and embrace

A CUSTOMER CENTRIC DIGITAL STRATEGY

CMO, CIO agenda:

“Show up where the customer

is likely to be”

“Create seamless & amazing

experiences along the

customer journey”

“Drive online customer

acquisition without selling”

“Enhance digital cross sell ”

“Develop deep insight into

customer behaviour”

COO, CFO agenda:

“Drive digital adoption

across customer base”

“Deploy new ways of

collaborating between IT,

marketing and sales”

“Digitise ‘channel to

fulfilment’ through A/B

testing of campaigns”

“Integrate the digital

marketing mix across the

entire business”

Your Digital Marketing Strategy

END-TO-END DIGITAL TRANSFORMATION

Customer

Interaction

Insight Integration

Strategy Design

Technology

Insight Integration

Strategy Design

Technology

Defining digital

channels,

strategies &

approaches

Designing

exceptional,

customer

experiences

Helping clients

evolve to deploy

faster, more

iteratively

Your Digital Marketing Strategy

DIFFERENTIATE, MEASURE & OPTIMISE

Deploying tactics

that can be

measured &

optimised

Customer

Interaction

stakeholder

interviews

digital

inventory audit

customer

segment &

persona profiling

mapping the customer

journey

apply service and

interaction design

information

architecture

design A/B

campaign models Layout visual

design elements

beta launch

campaign

usability testing

and alpha launch

customer validation, learn,

tweak, implement

customer journey

optimisation

Mapping Your Customer Journey

MULTI-CHANNEL & REVENUE CENTRIC

Neil Henry

DIGITAL STRATEGIST

Consulted for:

Accredited by:

Contact:

Email [email protected] Call (UK) 0330 111 2570

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