Planning Your Digital Strategy Around The Customer Journey

Download Planning Your Digital Strategy Around The Customer Journey

Post on 13-Apr-2017

588 views

Category:

Marketing

4 download

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 todays 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 customers

    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 neil@positivesparks.co.uk Call (UK) 0330 111 2570

    LinkedIn Twitter

    mailto:neil@positivesparks.co.ukhttp://uk.linkedin.com/pub/neil-henry/b/5b6/474https://twitter.com/beingemotive