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Gaining a 360 View of Your Potential Customer: A Cutting Edge Approach at Telstra
1. Gaining a 360 View of Your
Potential Customer:
A Cutting Edge Approach at Telstra
Karen Ganschow Christian Bartens
Executive Director Managing Director
Relationship Marketing & Online
Telstra Australia Datalicious
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2. AGENDA
! Back to Basics of Customer Buyer Behaviour
! But it is a Multichannel world
! You can optimise that you can measure
! So lets look at customer buying journeys
! So how do you get the 360 view and analyse to
optimise
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4. The Customer Buying Decision Journey
Applies to any channel
Need Evaluation
Browse & Purchase Service &
Research Transaction Fulfillment
Recognition Decision Support
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6. THE NEW REALITY IS THE “CROSS-CHANNEL CONNECTED CONSUMER”
WHERE SHOPPING PROCESSES TRAVERSE MULTIPLE CHANNELS
& REPEAT VISITS IN ANY ONE CHANNEL
Need Evaluation
Browse & Purchase Service &
Research Transaction Fulfillment
Recognition Decision Support
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7. CUSTOMERS DO NOT SEE
“CHANNELS” AS UNIQUE SILOS
SO NOR SHOULD THE BUSINESS
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8. There are many more opportunites
where we can interact with a relevant message
TV & Press
Outbound &
Inbound
Call Centre
SMS/MMS
Message
Retail
Social Media
Direct
Mail Bill
Banners
& Letter Email/
Online
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12. DIRECT MARKETING RULES
! Traditional Ability to track
– Direct Mail to Call Centre Strong
– Direct Mail to Retail Medium
– Direct Mail to Online Getting Better
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13. HOW OF TRADITIONAL MATURE
! Traditional Ability to track
– Direct Mail to Call Centre Strong
Use of unique Call to action numbers, reliant of consultants attributing
sale to the correct number – manageable
– Direct Mail to Retail Medium
Use of vouchers – very high breakage and sales unable to be attributed
– Direct Mail to Online getting Better
Use of personal URL is growing in effectiveness and supports
customers at all hours of the day
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14. DIRECT MARKETING RULES
! Traditional Ability to track
– Direct Mail to Call Centre Strong
– Direct Mail to Retail Medium
– Direct Mail to Online Getting Better
! Emerging
– Edm to Call centre and Online Stong
– Online to Online Strong
– Online to Call Centre Strong
– Online to Retail ???
– Online to Online to Online ???
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15. HOW OF EMERGING ?
! Emerging
– Edm to Call centre and Online Strong
– Use of click through or unique Call to action numbers is fairly
robust
– Online to Online Strong
– Follow the customer path from search to sale is matruing
– Search Online to Call Centre Strong
– Use of unique Call to Action numbers is very effective
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16. NOW HOW ? – NEEDED HELP
! Emerging
– Online to Retail ????
– Online to Online to Online retargeting ????
– Online Social Media into anywhere ????
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