the fair exchange

Balancing customer needs and business objectives to achieve customer centricity!

the World Has Changed

People Have Changed

communication has changed

Technology has changed

The customer

Once upon a time

We used myths to influence behavior

Advertising created new myths

and told us what to eat

What to drink

And How to behave

The corporate brand ruled

Then came the internet

more choices

More influence

more Channels

Consumers gained control

The business

More competition

More measurement

Brands lost control

The weB

How many of your companies have a website

What would your customers say if your website disappeared

What would your CEO say

How do you know if it matters

Web experience objectives

consumers typically visit websites for one of the following reasons

Infotainment! Search! Discovery!

Research! Purchase! Support!

businesses typically want site visitors to accomplish one of the following objectives

Brand Awareness! Education! Buy!

Manage! Self- Service! Advocacy!

Use!Awareness! Consideration! Evaluation! Purchase! Advocacy!Support!

brands

consumers

The customer Journey

Mutual relevance

Holding up the mirror…..


“We want 500,000 Facebook fans”

“What’s the point in me ‘liking’ your page? I’m not

interested”!

“Omni channel is our #1 priority – we need to be communicating with our

customers through as many channels as possible”!

“Leave me alone! Stop spamming me….”!

The business decided…! …and customers think!


“I want my experience to be personalized”!

“We need a lot more profiling information before

we can customize the experience”!

“Dealing with a company should feel effortless and

not take up too much time”!

Customers need...! … Business responds!

“We need our customers to spend more time on our site, and we need to deliver rich user experiences that show

how innovative we are”!

Making it real

Problem # 1 – Square Peg in a Round hole

LANDING PAGE

WEBSITE

Problem # 2 – contextual disconnect

Anything wrong

The power of search

Doesn’t always deliver the right context What happened to San Francisco?!

Problem # 3 – we’re not all alike

A specialist?

Tractors - baby furniture - Christmas decor

The technology Solution

align the inbound marketing campaign

Learn from the context

From May 1 to July 15!Referrer: Senior Travel!

Referrer: Google!Search: beach holiday,! family, Florida!

Every Monday!From 8am to 11am!Geo location: City!

Fallback promotion!From April to June!

Manage beyond the home page

Context aware!Upsell Offers!

Preference driven!Filtering!

Prioritize!Search Results!

Guided!Navigation!

Relevance through dynamic personalization

Insight planning delivery

Dynamic personalization

The fair exchange

The Key to becoming Customer Centric!

Takeaways

①  Understand what your customers want when they come to you!

②  Understand what your business wants from your customers when they come to you!

③  Look in the mirror and see if you’re offering a fair exchange!

④  Deliver mutual relevance through dynamic personalization!

And we’re here if you need some help

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Tahzoo is a leading customer engagement agency that empowers Global 1000 enterprises to create and deliver customer experiences that are engaging, relevant and persuasive across all digital channels and devices.!

Global Partner of the Year 2012! John Kottcamp, CMO!

[email protected]!@jkottcamp!