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Persona Centric Approach to Experience Led Journeys
1.
1 Personalizing the Experiences to
Drive Growth A PERSONA-CENTRIC APPROACH TO JOURNEY MANAGEMENT
2.
New Technologies Have Empowered
People and Disrupted Businesses Customer Expectations Have Fundamentally Changed Businesses Struggle to Make Sense of The Shifting Landscape The Digitization of Everything Has Caused a Paradigm Shift. 2
3.
Copyright © 2016
Accenture All rights reserved. 3 STATE OF THE MARKET – CUSTOMERS ARE NOW IN CONTROL • He's online. Checking out your website - and your competitor's website. • He's socializing. Telling everyone what's happening in his world and the world. • He's Tweeting, Facebooking, and Linked-In-ing. Social media is still a firestorm. • He's blogging about his experiences with you, for the world to read. • He's YouTubing about his experiences with you for the world to watch - by the millions (any questions United Airlines?). • He's Googling, not yellow-paging. • He's texting. A lot. • He's using his mobile device to do damn near everything. • He's WiFi-ing in his hotel room, on the plane, in Starbucks, and at home. • IF he's reading a paper, or getting the news, it's online. • He's purchasing after midnight. By the billions. • He's looking for ease of doing business with you. • He is value oriented, but will look to price as part of the decision. • He does not want to wait for anything or anyone. • He needs help and expert advice. • He wants, needs, and expects GREAT service after the sale • He's looking for ideas and answers. • He can check your price and your facts in two seconds or less on Google. • He knows as much about your product as you do. • He knows MORE about your competitor's product than you do. • He can pay right now IF you can take online payment. • He is SICK of you telling him how important his call is while he stands on hold. • He is SICK of your recorded hold message. • He expects you to be as computer literate as he is. • While you are qualifying him, he is qualifying you. • If he needs a referral or recommendation, he'll go online, or ask his peers, or anyone else but you...UNLESS you have video testimonials online.
4.
Copyright © 2016
Accenture All rights reserved. 4 STATE OF THE BUSINESS – AND YOU’RE NOT • Duplicate technologies, platforms and content • Leveraging current eCRM investments for reuse across geographies, languages and channels • No central governance, regulatory compliance, security testing • Many web sites in multiple countries with multiple owners • Speed-up time consuming process for creating & updating sites • Managing multiple vendors is time consuming for brand managers • Do more for less to increase value from current providers CorporateBrand 4Brand 2Brand 1 Brand 3 Search Social Media Wireless Display Advertising E-mail WebsiteChannel Campaign Brands Consumers& Internal Stakeholders Existing stand-alone marketing processes lead to multiple campaign contacts and conflicting messages and do not leverage process and infrastructure efficiencies Campaign X Campaign Y Campaign Z Disparate processes, siloed operating models, and legacy capabilities result in inconsistent, fragmented experiences
5.
Copyright © 2016
Accenture All rights reserved. 5 LEGACY ERA – THE LINEAR B2B MARKETING & SALES PROCESS • Customer testimonials • Industry benchmarks • Service • Total cost of ownership • Webinar • White paper • Industry trade press • Online discussion forum or video • Hard facts and statistics • Customer success stories • Business value of solution • Committed to solve problem • Build business case • Seek expert opinions • Buyer wants a short list of options • Pros and cons of possible alternatives • New information causes re- evaluation or eliminates options • Too expensive? • Ready to buy • Negotiations • Pricing • Customer Service Agreements 88% B2B pre-sales prospects use the web to find information. Find useful information less than 42% of the time (IDC study) Awareness Consideration Research Identify Options Step Back(s) Re- Evaluation Validation Choice 1 2 3 4 5 6 7 12+ pre-sales visits to the salesperson prior to being ready to buy
6.
Copyright © 2016
Accenture All rights reserved. 6 REALEGACY FUNNEL TODAY’S MULTI-DIMENSIONAL FUNNEL TODAY’S ALWAYS-ON, NON-LINEAR REALITY Source: Automate Your End to End L2RM Process, Forrester, September 2014
7.
THE OPPORTUNITY –
DELIVER PERSONAL, RELEVANT, AND ENGAGING EXPERIENCE B2B buyers are shoppers and are being “conditioned” to expect richer, omni-channel experiences – but reality doesn’t match those expectations. 40% of corporate buyers spend at least half of their procurement budget online 60% those that shop across channels buy more and are more loyal Up to 86% of B2B buyers start research online with a search engine 91% read blogs, view videos or listen to podcasts online44% customer avg. order values increased when buying online 71% would increase their spend if it was easier and more convenient to browse / purchase items from B2B websites 75% use social media to engage with vendors and expect to use social media in future purchase processes Copyright © 2015 Accenture All rights reserved. 7
8.
Copyright © 2016
Accenture All rights reserved. 8 ESTABLISH THE FRAMEWORK – DEVELOP PERSONAS AS YOUR GUIDEPOST Profile 20 60 Age Her Goals Her Motivations Her Mindset • Aim to build cherished memories; strengthen family bond; share fun on same level • Stay informed about high-value vacation options • Seek active and relaxing vacation “experiences” • High quality service • Fun for kids and adults alike Learn Research Family-First ValueShop • Influence from friend’s recommendations through Facebook and Instagram • Does secondary research and self-educates on blogs and forums • Want easy, transparent yet comprehensive information TransparencyTrust Her Story "We like to plan our vacations when we are sitting around the dinner table. We normally go to X every other year and stay in two rooms at X Resort. We love the quality of the Resort, and its easy access to transportation and attractions." "Throughout our vacation, I am posting pictures of our experiences on Facebook to share with my friends." "After returning home from vacation, I look through all my photos and reminisce about the great time we just had. Then I go back to work and already start thinking about my next vacation." "I think about vacations as a way to invest in my family.”$50k $150k Household Income $3000 $9000 Annual Vacation Spend 10 20 Annual Vacation Days Low High Brand Affinity Low High Digitally Savvy Low High Mobile Experience 41 16 $115K $7k+ Persona Assumptions • Has an upcoming trip where she’s staying XX Resort • Utilizes mom-blogs, discussion boards, Facebook, Instagram, and other resources in order to self-educate and research; therefore would not consider onsite tour incentives or push marketing tactics • Efficiency is key, because 3 children are all under the age of 10 • Is aware of X but does not understand all the benefits of membership and if it’s right for her family ILLUSTRATIVE
9.
Copyright © 2016
Accenture All rights reserved. 9 DEVELOP PERSONAS FOR ALL USERS WITHIN YOUR VALUE CHAIN ANTHONY TIM Anthony is a Sr. Director of Network and Infrastructure. Reporting to the CIO, Anthony is always looking for opportunities for network optimization to progress growth, keep up with competition, and demonstrate improvement to his management. Anthony stays on top of trends by regularly reading industry journals, following industry leaders on social media and attending conferences. Today, Anthony is conducting his routine research and comes across an article on the importance of network security optimization. He engages Tim, one of his direct reports, to help him uncover any current inefficiencies that may exist and new solutions his company could benefit from. Tim is a Manager within Network and Infrastructure. While Tim conducts his own industry research, he is largely motivated by the directive he receives from Anthony. Tim has been in the industry for 15 years, so Anthony trusts his judgement. Today, Tim receives the directive from Anthony to dig into the current state of their organization’s network security solution and opportunities for improvement. ILLUSTRATIVE
10.
Copyright © 2016
Accenture All rights reserved. 10 ANTHONY & TIM’S EXPERIENCE-LED JOURNEYS 1 Anthony conducts routine research and reads article on network security 2 Anthony instructs Tim to explore opportunities for improvement 3 Tim conducts network security research online while assessing current infrastructure 4 Tim comes across Co. X/Network Partners thought leadership and provides contact information to read full article Tim begins to prioritize criteria and explores solutions and vendors Tim identifies opportunity for improvement based on research and shares findings with Anthony Tim creates an initial shortlist of 5 potential vendors 8 6 57 Simultaneously, he is on LinkedIn and reads a network security white paper via a sponsored post by Co. Y. Tim starts receiving emails from Co. X/Network Partners providing additional network security education Among the emails Tim receives, he opens one and clicks a link that provides additional education on potential Co. X solutions 9 10 ANTHONY CUSTOMER DATA CAPTURE LEAD SCORING CUSTOMER DATA CAPTURE LIST GENERATION PERSONALIZATION NEXT BEST ACTION Because Tim showed interest in network security thought leadership, he is added to relevant list(s) in Eloqua based on his action and profile attributes CUSTOMER DATA CAPTURE Based on Tim’s engagement with the awareness email series, Eloqua continues to build Tim’s digital profile to serve him relevant content Because Tim is on an Avnet site, Eloqua captures Tim’s contact information and builds a ‘known’ profile in Eloqua, including digital behavior The white paper is hosted on an Avnet landing page or microsite. Tracking Anthony’s digital body language, Eloqua continues to build his digital profile and calculate his lead score Because Tim showed interest in network security thought leadership, he begins receiving educational emails about network security The series of emails Tim receives are based on the engagement he shows throughout the campaign. The email’s content is relevant to his needs Tim's engagement during the awareness stage across digital tactics builds his lead score. The weighting of his engagement with the solution email passes him over a threshold to move him to the consideration stage 10 ILLUSTRATIVE
11.
Copyright © 2016
Accenture All rights reserved. 11 ANTHONY & TIM’S EXPERIENCE-LED JOURNEYS ILLUSTRATIVE 11 Tim opens Co. Y. branded email with detailed descriptions of Co. X network security offerings 12 Tim clicks link in Co. Y. email and is directed to landing page outlining Cisco/Avnet solutions and products 13 Tim narrows his search to specific Co. X hardware and service offerings 14 18 17 16 15 Tim receives communications (e.g. email, ads, etc.) from Avnet highlighting Co. X network security offerings Tim is contacted by a VAR and is provided Cisco/Avnet offering details and value propositions Tim conducts comparison of vendor solution offerings (product and distributor) Tim gets buy-in from Anthony to discuss pricing and implementation with VARs regarding narrowed products and distributors, including Co. X. From landing page, Tim clicks on link navigating him to the Avnet site – Tim searches around the Avnet site TIM CUSTOMER DATA CAPTURE CUSTOMER DATA CAPTURE NEXT BEST ACTIONLIST GENERATION CUSTOMER DATA CAPTURE LEAD SCORING CLOSED-LOOP MARKETING NEXT BEST ACTION SALES ENABLEMENT Eloqua tracks interest in security offerings, building his lead score indicating potential purchasePERSONALIZATION Eloqua continues to build Tim’s digital profile and re- calculates his lead score Avnet tracks Tim’s navigation on the website, learning what specific products he is interested in and his level of interest CUSTOMER DATA CAPTURE Because Tim showed interest in Co. X related content, he is added to relevant list(s) in Eloqua based on his action and profile attributes Based on Tim’s engagement with the Avnet site, Eloqua automatically selects relevant VAR to engage and places the VAR on list for communication LIST GENERATION Because of Tim’s lead score, Eloqua kicks off an automated consideration email stream, providing Tim additional educational content on Cisco network security offerings. Outbound: Eloqua provides Tim’s contact information and profile for sales engagement Inbound: VAR records Tim’s lead qualification, interest, etc. in CRM to route to Eloqua Tim has shown significant interest in Avnet offerings through his engagement with the email and landing page, pushing the weighting of his Avnet site visit to initiate VAR’s sales cycle The series of emails Tim receives are based on the engagement he has shown with Co. X related content. The email’s content is relevant to his needs and attributes Based on Tim’s engagement with the Co. Y. site, Eloqua defines sales contact as next best action initiating automated communication to VAR Avnet provides the VAR relevant sales enablement materials (playbook, value props, etc.) to support the sales effort Eloqua captures feedback from VAR’s CRM, and updates Tim’s digital profile
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