Lars Birkholm Petersen presented on using data and experience marketing to create lifetime customers. He discussed how marketing through isolated channels creates disconnected customer experiences. The key steps are to collect customer data to develop a single view of each contact, align objectives and strategies, and provide contextualized experiences that support customer needs in real-time. Experience marketing can increase conversions by personalizing interactions and providing a seamless brand experience across channels.
Create Lifetime Customers with Data and Experience Marketing
1. Connect
How to Use Data and Experience Marketing to Create Lifetime Customers
Presented By // Lars Birkholm Petersen
@LarsBirkholm
Digital Marketing Conference, November 21st, 2014
11. “Great Customer Experiences are relevant, timely,
valuable and helps the customer through all
interactions with your organization, based on their
in the moment specific needs.”.
12.
13.
14. The Steps Towards Creating Lifetime Customers
Digital
Marketing
Experience
Marketing
Brand
Experience
19. Experience Marketing
Collect and
Connect data to
Establish Single
View of Each
Contact
Align objectives,
strategies and
tactics
Provide real-time
contextualized
experiences that
supports
customer needs
26. Michael O’Leary
Ryanair
“EasyJet has wiped the floor
with us, with the website and
modest customer [service]
improvements” Mr O’Leary
said on Thursday, as he
launched 12 new routes
from Stansted.
“We can learn from the
bits they have done well”
The Telegraph
Friday 29, November 2013
28. Average conversion lift by using personalization
Source: The Realities of Online Personalization, eConsultancy April 2013
29.
30.
31.
32. Get started now!
1. Walk in the shoes of your customers, what are
your dis-connected experiences?
2. Get started with the quick wins
3. Reframe your organizational strategic approach
4. Marketing and IT working together are key for long term
success
Our time!
...first time ever technology enables us to be connected with our customers 24:7 across borders and touch points.
This is a BIG change for marketing
Where we are today (expectations vs. quality)
CUE The norm for experiences today
September 19th
See – hear – engage AND!
The failure of a single interaction threatens a customer’s entire perception of a brand.
The LumaScape chart represents what I see as essentially a digital marketing arms race. It’s how to get your message in front of the customer and measure the CTR. Who shouts the most and who shouts the loudest.
Create different pockets of views to engage the customer….
Let’s try this…
Digital marketing is Like looking at your customer through a keyhole.
Is my customer a coffee drinker? Loves art? Athlete? Does she have a family?…
When you see the world through a keyhole you’re missing out…
Digital marketing is not the destination, ladies and gentlemen. Digital marketing is a stepping stone on the path to experience marketing.
a customer
a prospect
a citizen
a patient
a jobseeker
TRUE FOCUS ON THE CUSTOMER!!!!
Great experiences are born of bad experiences…. Getting a cab used to be…
Experience is not only making loyal customers, it’s effect on company performance is also significant.
Research performed by Watermark Consulting found that, for the six-year period from 2007 to 2012, the customer experience leaders in the study outperformed the broader market, generating a total return that was three times higher on average than the S&P 500 Index.
Forrester Age of the Customer…
1900 - Age of Manufacturing
1960 – Age of Distribution
1990 – Age of Information
2010 – Age of the Customer
New norms are set and this will will only accelerate…
To provide relevant Connected Customer Experiences, we need access to customer data from all touch points in real time and be able to use it in real time.
Lacking a model or process
Restricted budget
Pressured for short term gains
Lacking resources
Managing change
Why we wrote Connect
We found that besides Government, that in every single industry there are CX Leaders, that use Technology to help customers and create a bond…
They are not sitting still, they are accelerating fast…
Their innovation is their competitive advantage…
NFC – Near Field Communication
Sensors
3D Printing…
Lenses (rate instore)
B2B live bidding
2020 CX