Redefining Customer Experience through Customized CampaignsThe new customer mandate

Your customers have changed. They’re empowered, connected and impatient – expecting every interaction with your brand to be personal and relevant. Today’s savvy customers have rejected one-size-fits-all messages and the say-and-pray approach to digital marketing simply doesn’t work.

Customers expect meaningful, personalized interactions with your brand throughout each step of their journey – a journey they now control. So too must you change the way you engage with them.

The new mandate from customers is clear: experience is more important than price. Fortunately for marketers, 66% of consumers say they are willing to pay more for a better experience – one that is relevant to their needs in the moment. But 89% of consumers are willing to abandon your brand following a poor experience, switching to a competitor. The margin for error is small.

The new mandate from customers is clear:experience is more important than price

Campaigns

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New customer experience realities affecting your business

In a world where experience is a driving factor of customer satisfaction, it’s critical to understand the forces impacting your business, both from your direct competitors and also from the leading companies in consumers’ minds. Here are some important truths you should know:

A customer’s journey is disconnected: From the customer’s perspective, the journey makes perfect sense; from yours, it’s next to random as they engage, disengage and then engage again, expecting you to never miss a beat.

Your competition isn’t who you think:Yes, every company has direct competitors, but in an increasingly noisy and digital world, your competition consists of every other company competing for the attention of your ideal customers and prospects – whatever their business.

Traditional marketing models are disrupted: While most marketing budgets are spent on acquiring new customers, leading marketers find the greatest ROI comes from turning existing customers into brand advocates through exceptional post-sale experiences.

Only one language matters… your customer’s:The global economy is bringing together cultures from all over the world and your consumers may or may not speak your company’s native language. If you don’t get language relevance right, you’re likely to lose the opportunity to engage with that consumer while damaging your brand reputation.

Context has rendered channels irrelevant

Marketers need to develop a deep understanding of customers on an individual level, across all interactions and channels, and gain insight into customer’s digital behavior and intent. To be successful, your brand must design the customer experience around highly personalized and segmented activities and events that are meaningful to their consumers. In sum, marketers must know what a customer wants now. This ‘desire in the moment’ is a combination of:

• The device they’re currently using• Where they’re currently located• All their previous interactions • The information and content they’re looking for and want

delivered fast

At every step of the customer journey, marketers must analyze interactions and customer behavior – both implicit and explicit – to determine the appropriate course of action. Therefore, marketers must break down silos of channel marketing and start to look at marketing through the lens of customer journeys.

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Hurdles to leveraging Customer Experience

Of course, if delivering compelling experiences everyday was easy, every marketer would already be outperforming their marketing goals. Some common hurdles include:

• Fragmented data preventing a single customer view• Complex customer journeys that are difficult to optimize• Misconceptions that coordinated customer experiences take

too long

A new way to think about digital marketing

While many marketers are rightly talking about data and content, the problem is that they’re talking about these topics in silos. The true marketing leaders are actually adopting a new approach: marrying content and data, using context to amplify both to deliver the most compelling experience.

• Customer Profile• Purchase History• Demographic• Industry• Downloads• Social Media• Customer Support

• Video• Blogs• Case Studies• Research• Landing Pages• Microsites• Social Posts• Whitepapers

• Device• Channel• Language• Location• Activity• Date / Time

• Global• Hyper-relevant• Personal• Omnichannel• Contextual• Integrated• Seamless• Engaged

+ x =

Data Content Context Experience

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SDL Campaigns as a model for Customer Experience

In order to make these experiences happen, you need a single tool that allows you to optimize your customer interactions while breaking down data silos and giving you the ability to coordinate relevant, multichannel campaigns.

To make it easy for marketers to deliver compelling experiences, SDL has created the most robust, integrated campaign management solution. Leading integrated analytics, multichannel campaign management and multichannel delivery capabilities (including email, direct mail and web publishing among others) are fully integrated within a single user interface to make it easy to create and deliver exceptional experiences.

Multichannel campaign management

Each customer is unique and SDL Campaigns enables marketers to map content from campaign strategies to individual customer journeys. From straightforward, automated bursts to complex multi-step, multichannel campaigns which adapt to customer behavior, SDL Campaigns empowers you to orchestrate relevant, engaging experiences across various touchpoints, devices and channels.

With the dynamic content capabilities of SDL Campaigns, you can create, manage and preview campaigns on-the-fly as well as create landing pages with ease. SDL Campaigns enables marketers to consistently monitor campaign performance with real-time reporting – not just at the campaign level, but at the individual level, providing that deep level of insight that helps you truly understand what your customer wants.

Campaign planning, segmentation, analytics and execution are all integrated in a single solution to help marketers eliminate the redundancies and inefficiencies of multi-point solutions. Regardless of where your customers are in their journey with your brand, SDL Campaigns enables marketers to deliver coordinated experiences on an individual basis to ensure that customers receive appropriate, relevant messages – all designed at converting them into advocates.

With the multichannel capabilities of SDL Campaigns, marketers can:• Deliver highly targeted and

personalized experiences

• Understand and address customers in real-time

• Maintain a continuous cycle of engagement

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The power of actionable analytics

Data insights are the foundation for not only creating, but delivering and enhancing a compelling customer experience. While many companies have become good at collecting and storing data, those closest to the data – the marketers – struggle to extract meaningful insight to power their efforts. Cumbersome processes involving several different technology point solutions and a lack of sufficient internal resources (usually IT) are the most common barriers that keep marketers from delivering compelling customer experiences, driven by deep data insights.

SDL Campaigns puts powerful, yet easy-to-use analytical capabilities directly into the hands of the marketer. The solution has been designed from the start to enable marketers to run analytics on virtually any data set and then immediately apply insights to outbound or inbound marketing programs.

This level of analytics is called ‘actionable analytics’ because the insights are very visual and all a marketer needs to do is drag and drop an insight into an outbound or inbound tactic. Further, the user experience is such that the analytics capabilities has additional out-of-the-box integrations with the entire SDL Customer Experience Cloud (CXC), so you can deliver compelling experiences across all channels such as eCommerce Optimization, Web and Knowledge Center.

Marketers can take an idea, validate it and impact a new or ongoing campaign in just minutes, saving valuable time and resources. A single, integrated solution also eliminates the need for standalone analysis and reporting tools run by IT. By reducing the reliance on IT and providing your marketers with the tools they need to run sophisticated analyses and reports, you can better shape the customer experience with relevant data-driven marketing communication and interaction.

With customer analytics from SDL Campaigns, marketers can:• Create a single view of the customer

that’s actionable across the marketing ecosystem

• Access granular data without needing IT support

• Make data actionable with visual insights integrated with inbound and outbound tactics

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Targeted email campaigns

Emails should be fun to open, an enticing experience for the recipient. Unfortunately, most emails are sent without a lot of thought in mind or personalization. And that’s not fun for you or your customers.

Our email manager tool, fully integrated with SDL Campaigns’ leading segmentation and campaign analytics, empowers marketers to deliver highly targeted, personalized emails that customers find appealing and relevant. More than just a traditional email tool, SDL Email Manager is an integrated customer engagement solution that allows you to target, create and send emails that have the ultimate relevance and sizzle.

Any high-performing email campaign is successful because it’s personal. By integrating SDL Email Manager with our full campaign management suite, marketers can access granular segments from within the single customer view using segmentation and actionable analytics.

And with SDL Campaigns’ dynamic content capabilities, you can upload creative content, create and manage message templates, and preview how campaigns will look in popular email clients such as Gmail, Yahoo!, and Microsoft Outlook. SDL Email Manager also enables marketers to create landing pages or microsites as part of an email campaign. This increases your brand consistency and whether you choose to import in HTML or blocks of content, personalization couldn’t be easier.

Finally, marketers should feel confident hitting send. You can send targeted messages with dynamic, personalized content on demand or automated. This ensures that your customer or future customer will be interested in receiving your email. And don’t forget the importance of monitoring your email campaigns. SDL Campaigns allows marketers to monitor campaign performance with real-time reporting across campaigns.

With email manager capabilities in SDL Campaigns, marketers can:• Send emails that are welcomed by

customers because they are relevant and timely

• Preview how your emails will appear on different platforms

• Easily view exactly how each campaign is performing

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Scale your business and grow the bottom line

Leading marketers are already using SDL Campaigns to help them scale their marketing efforts. With the various integrated offerings inherent in the solution, marketers can enjoy:

• Flexible, enterprise-ready marketing technology that will conform to your needs, not the other way around

• Lower total cost of ownership with a single solution compared to numerous point solutions

• Fast time-to-value – full implementation in less than 60 days

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SDL (LSE: SDL) is the leader in global customer experience. With a completely integrated cloud solution for content management, analytics, language and documentation, SDL solves the complexity of managing your brand’s digital footprint as it grows across multiple languages, cultures, websites, devices and channels. Seventy-nine of the top 100 global companies trust SDL to help them create authentic, in-context customer experiences that drive demand and loyalty. SDL brings your brand to the world, and the world to your brand.

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