How to boost your Customer Journey management ?Marketing Automation Summit 18/09/15

ACTITO The agile Relationship Marketing suite

We help marketers & their agency to capture business opportunities on the Customer journey,

with the right mix of marketing automation technology and expert’s services

Mission statement

Lead Generation

Lead Management

Welcome Programme

Cross-selling Programme

Loyalty Programme

Churn Management

Cross-sector expertises

A successful Customer Journey management is a dynamic and continuous collaboration between

Marketers, Agency & ACTITO

Led bythe Business - Brand

strategy

Driven by the

customer data’s &

behaviour’s

Made possible

by the automation

technology

Engaged throughsegmented creations

& within multiple channels

Focus ROI

AgencyMarketers

Agency ACTITO

Strategy Data Implementation Tracking / KPIs

All

Successful teamwork

Based on experiences & best practices I will articulate my presentation in 5 points

1. From Big Data to Smart Data

2. Know better your Customer

3. Become Customer Centric!

4. Continuous learning process

5. Engage at the Right Time

Apologize for not having written a book on this topic… the good news is that you will not have to buy my book at the end !

How to boost your Customer Journey management ?

IT’S NOT ABOUT THE AMOUNT OF DATA IT’S HOW YOU WILL CAPITALIZE ON THE MOST VALUABLE

How to generate actionable data ? #SmartData

• Strategy

• Sources

• Selection

• Signification

• Symbolize

1. From Big Data to Smart Data

5S

Meet Swan InsightsMISSION STATEMENT

Our mission is to deliver relevant, timely and actionable business insights to organizations.

How do we do that?

By developing the datagraph™ a new-generation Market Intelligence platform.

Connects the widest range of data sources, we acquire load of data from news, social networks, company registers, Open Data and other kinds of sources.

Delivers outstanding qualitative information (relevant insights)

Delivers insights the way people work, directly into their systems

Enriches the information on all customers and predicts their future behaviors

1. From Big Data to Smart Data

Meet Swan InsightsDELIVERED VALUE

CUSTOMERCARE

MARKETINTELLIGEN

CEQUALIFIED

LEADS

Swan Insights’ datagraph™ delivers relevant, timely and actionable insights about your clients’ market, leads and customers, offering a 360° view and an outlook on their future behaviors.

1. From Big Data to Smart Data

2. Know better your Customers

KNOW BETTER YOUR CUSTOMERS

DataMart ✔️

Extra info linked to each profiles ✔️• declarative data• purchase data, • behavioral data • external data

However it’s only the beginning of your job as marketers Start by doing 3 useful exercises:

1. Determine your “Personas”

2. Draw your “Customer Journey map”

3. Find out your “innovative” segmentation

DETERMINE YOUR PERSONAS Personas : are fictional characters created to represent & define expectations of the different user types that might use a brand or product in a similar way.

Based on the collected data, on focus group study or on the experience of yours salespeople try to define your own “Personas”.

2. Know better your Customers

DRAW your CUSTOMER JOURNEY MAP

The Customer journey map illustrates all the stages customers go through when they interact with a brand within all the channels.

4 key advantages of a Customer journey map:

• Personalize the experience according to the stage • Communicate proactively• Identify and remove bottlenecks• Improve efficiency and

remove multi-channel inconsistencies

“92% of companies that reported a decline in customer satisfaction said that clients were most disappointed by inconsistent experience through multi channel ” (Forrester report 2015)

2. Know better your Customers

2. Know better your Customers

FIND OUT YOUR INNOVATIVE SEGMENTATION

Beside the classical segmentation : • Socio-demo • Lifestyle • Purchase level • Loyalty score • RFM (Recency - Frequency - Monetary) • …

Try to find out a more innovative segmentation related to the specificity of your business

2. Know better your Customers

2. Know better your Customers

Example of a segmentation exercise for Délitraiteur

CUSTOMER CENTRICITY IS NOT A TREND OR A BUZZ WORD IT IS A QUESTION OF RESPECT AND A REAL EXPECTATION

• ⛔️ Push communication

• Engage with your customers, taking into account their preferred channels.

They have to feel the impression of a 1to1 communication.

• It require more time & energy and a closer collaboration with all the departments of your company.

It’s a “change management” that you have to operate !

3. Become Customer Centric !

3. Become Customer Centric !

Customer Centricity is not a feature you can buy ! Discover the results on www.actito.com

4. Continuous learning process

CUSTOMER JOURNEY MANAGEMENT CAN NOT BE DEFINE ONCE A YEAR

• Customers evolve So you have to become more AGILE

• To adapt your interactions you will need : 1. Clear KPI’s at every stage 2. Efficient tracking tools 3. Powerful reporting and data visualization tool 4. Marketing Automation tool

Allowing you to shorten your decisions making process Test

Track

Analyze

Adapt

4. Continuous learning process

Powerful reporting & dynamic Data Visualization tool

4. Continuous learning process

Powerful reporting & dynamic Data Visualization tool

4. Continuous learning process

Powerful reporting & dynamic Data Visualization tool

4. Continuous learning process

Marketing Automation tool & pre-defined scenarios allow to handle it despite the complexity

5. Engage at the right time

Don’t be obsessed by real-time reactions With the raise of the social media and the tools allowing you to react in real-time, temptation is high to systematize real-time reactions.

But keep in mind that it is not always relevant… Like in a physical shop, don’t assault your consumers just because new technology allow to do it.

Prefer Right Time marketing ! To determine the Right Time : test & learn and after that differentiate your approach in function of the channel & their personal expectations.

To boost your Customer Journey management:

1. Transform your Data into #SmartData

2. Known your customers better to refine your segmentation

3. Send relevant /personalized communications & offers

4. Continuous learning process: test, track, analyze and adapt

5. Engage with your customers at the Right Time

5 Key Takeaways

www.actito.com

The agile Relationship Marketing Suite.

Yann Balbaert Digital strategist yann.balbaert@actito.com