Customers are demanding more from their brands. They want it now, they want it on their own terms, they want it to be relevant to them, and they want it to be easy. These are the building blocks companies need to use when developing a customer experience in an on-demand world. David Edelman made this presentation at the McKinsey Chief Marketing & Sales Officer Forum event in 2012.

1. ON-DEMAND
ENGAGEME
NT
DAVID EDELMAN
Global Co-leader, Digital Marketing & Sales Practice
#CMSOevent
@DavidEdelman
It’s about their journey
Chief Marketing & Sales Officer Forum, 2012

2. FIND
VisualText Voice

3. PARTICIPAT
E
App Twitter YouTube

4. Amazon
NOWDISCOVE
R
Netflix Facebook

5. NOWI WANT IT NOW

6. LET ME BREAK A COMPROMISE

7. MAKE IT FOR ME

8. IT BETTER BE
SIMPLE

9. are on the way to create
AN
ON-DEMAND
WORLD
MORE BUILDING BLOCKS

10. EYE TRACKING
NFC MOTION SENSING
BIOMETRICS

11. The Customer Decision Journey

12. NOW
LET ME
FOR ME
SIMPLY
DELIVERING ON-DEMAND
Be there
Reduce the effort
Enable the “wow”
Personalize the journey

13. use case scenario
CUSTOMER DECISION JOURNE

14. Diane taps her friend’s headphones, embedded with NFC technology.

15. The tap leads Diane to Listen Ups’ mobile website.

16. She checks out the color options and posts to Facebook.

17. An alert prompt is sent to Diane’s phone.

18. Looks like pink was the big winner.

19. She buys the pink ones and receives a free month of Pandora.

20. Headphones are delivered the next day.

21. She posts a real picture of her new headphones. Her friends love them.

22. If her friends buy headphones she gets another free month of Pandora.

23. Diane gets an email offering a discount at a local club.

24. The buying cycle begins again.

25. BE THERE
Coordinate built,
opt-in, and paid
touchpoints.
NOW

26. HELP HER DELIVER
EMOTION
Accomplish
Entertain
Inform
Connect
Recognition
Fun
Personalization
Achievement
ENABLE THE “WOW”
Uncover the real compromise
LET ME

27. PERSONALIZE THE
JOURNEY
Filter “Big Data”
from and to
the front line
FOR
ME
Personalize
& Share
Interpret
Capture
Engage

28. REDUCE THE
EFFORT
SIMPL
Y

29. Delivery
3
DesignData
21
IT’S TIME TO GET
DELIBERATE

30. Radian 6
What type of data do you gather?
Howdoyougatherdata?
Passively
track
Actively
stimulate
WHAT ARE
THEY
SAYING?
DATA TRENDS
WHAT ARE
THEY
SEEING?
WHAT ARE
THEY
DOING?

31. Spend
Incrementalcustomeracquisitions
DATA PERFORMANCE
New
techniques
converge
media mix
modeling and
attribution

32. PEOPLE
understand her
complete contextWHERE IS
SHE?
WHO IS
SHE?
WHERE IN
JOURNEY?
DATA

33. OCCASION
Cheryl is doing last
minute Christmas
shopping
CONSIDERS
She is hoping to find a
gift for her mom
quickly so that she
can meet up with her
friends.
EVALUATES
The associate helps her to
select a Bluetooth headset.
It’s the perfect gift for her
mom, who has a long
commute to work. But it
costs more thank she
wanted to spend. Pandora
pitch from Associate.
BUYS
She purchases and
checks-out on the
associates iPad. She
provides her email
address in order to
receive the free one
month subscription to
online radio.
BONDS
She gets an email from
brand with a video about
how to use the Bluetooth
headset. She emails
it to her mom so she
won't have to help her
mom set it up.
COMMITS
Brand sees her mom’s blog post and
shares it on their Facebook page; A
month later when her online radio
subscription is about to expire she
is notified by brand and is offered a
free year's subscription with her
next purchase.
ADVOCATES
Her mom easily sets
up the Bluetooth
headset on her own.
Cheryl's mom is a
blogger on Babble and
writes about her great
experience with the
brand.
DESIG
N
RICH USE CASES
drive requirements

34. DESIG
N
FEEDBACK,
FEEDBACK!
buzz and behavior

35. TAKE A HARD LOOK AT:
Customer intelligence
Campaign and program planning
Content supply chain
Performance tracking
Agency management
Service support
DELIVER
Y
SMART, ITERATIVE,
CROSS-CHANNEL
& REAL TIME

36. BANK:
Elevated CMO, closer to CIO/ CFO/ COO
Cross-BU executive steering committee
Digital marketing ctr. of excellence
Mobile/Social executives
EMBRACE NEW
STRUCTURES
DELIVER
Y

37. MARKETING
OR
ENGAGEMENT?
THE BIG QUESTION