Customer Experience: Customer vs Company. Customers are bombarded by messages. Each message has a cost to company and customer alike. Companies poorly manage messages across channels risking brand value and wasting customers time. Companies need better means, frameworks for understanding and communicating to customers across every customer experience stage.

1. Customer Interaction Model of the Future How to Get Personal Across Multi-Channel Touchpoints Michael R. Hoffman Customer Experience Expert & Partner

6. Consumers & the “Instant Gratification Button”

7. “ Today, the average American is exposed to 1,500 ads every day, ranging from traditional sources such as billboards, radio spots and newspaper classifieds to Web banners and pop-ups.” - YOUR AD HERE Sunday, April 09, 2006 Denise Trowbridge THE COLUMBUS DISPATCH

8. We Create Messages to Sell Something to Prospects and Customers Radio Internet Ads FSPs Direct Mail FSIs In-Store TV Network TV Newspapers DVD Trailers High Impact Product Placements Retailtainment Outdoor Signage Coupons Movie Theater Ads Customer Service Content Implants In-Store Sampling Mega-Event Sponsorship Cable TV Print Permission- Based E-mails 21 and just starting…

9. In the Old Days, This Seemed Easier? How Long is Your Cycle Time? Plan Marketing Goals and Budgets Execute Marketing Tactics Analyze and Measure Performance Collaborate across Groups Capture and Deploy Best Practices

10. The Need to Automate – Productivity, Relevance, Synchronicity Old Time Current Time What’s Next? Broadcast TV 6-9 Months 1 – 12 weeks YouTube, Cam2Web Direct Mail 3-5 Months 1-2 weeks Direct to Print Sales/Field Training 3-6 months 1-3 months SFA/CRM Tools Newspaper Print 2-4 weeks 1-2 weeks Digital Press Magazine 3-6 months 2-3 months Digital/V Press Brochure 1-4 months 1-3 weeks Direct to Print Signage 1-4 months 1-8 weeks Digital Signs, Web connected Website 1-4 weeks Day parts Multi-party, Dynamic content Email Weekly Daily Triggers, dynamic content

12. How Many Departments Go through This Same Process to Communicate with Customers? How Long is each Cycle Time? Plan Marketing Goals and Budgets Execute Marketing Tactics Analyze and Measure Performance Collaborate across Groups Capture and Deploy Best Practices

14. Through segmentation and permission practices we match product and service attributes to customer needs, wants and interests . Radio Internet Ads FSPs Direct Mail FSIs In-Store TV Network TV Newspapers DVD Trailers High Impact Product Placements Retailtainment Outdoor Signage Coupons Movie Theater Ads Customer Service Content Implants In-Store Sampling Mega-Event Sponsorship Cable TV Print Permission- Based E-mails 21 and just starting…

15. In addition to feeling constantly time-pressured, consumers are reeling from information overload, causing most to “blank-out” on all but the most personal or relevant messages: 1960 – Mass Media Matures 2004 – Mass Media, RIP TV channels per home: 5.7 Magazine titles: 8,400 Radio stations: 4,400 TV channels per home: 82.4 Internet broadcast stations: 25,000+ Radio stations: 13,500 Magazine titles: 17,300 4.4 billion pages indexed by Google Media Proliferation 2004 vs. 1960 % of Email Identified as Spam June, 2003 July, 2004 49% 65% Source: Brightmail.com Aug. 2004

16. Media Multi-Tasking Source: October 2003 BIGresearch SIMM survey Even when consumers do focus on media, more than 70% use different types of media simultaneously Television While watching: Radio While listening: Newspapers While reading: Online While connected: 74% Read the newspaper 57% Go online 52% Watch TV 62% Watch TV 66% Go online 47% Read the newspaper 50% Listen to the radio 52% Listen to the radio 18% Watch TV 20% Read the newspaper

17. Not One Voice – One Set of Ears, Eyes or Experiences Radio Internet Ads FSPs Direct Mail FSIs In-Store TV Network TV Newspapers DVD Trailers High Impact Product Placements Retailtainment Outdoor Signage Coupons Movie Theater Ads Customer Service Content Implants In-Store Sampling Mega-Event Sponsorship Cable TV Print Permission- Based E-mails … Start here

18. The Customer is the final arbiter of business success. But how are you supposed to manage all these moving pieces, synchronize your tactics and respond to changing market and individual customer conditions all at the same time?

20. Map Programs to Lifecycle by Segment/Channel

22. Welcome to Marketing 2010

27. Step 1: Decompile the Customer Experience by Lifecycle

28. Step 2: Categorize Marketing Campaigns by Lifecycle Special Offer Sweepstakes BOGO XXX XXX Special Offer Sweepstakes BOGO XXX XXX Special Offer Sweepstakes BOGO XXX XXX Special Offer Sweepstakes BOGO XXX XXX Special Offer Sweepstakes BOGO XXX XXX Offers by Lifecycle Objective Corporate Standard Templates: embed strategy & objectives

30. Step 3: Link Channels to Customer Lifecycle Email outbound Email inbound Household Mail Phone - Outbound Phone - Inbound

33. Step 4: Apply Campaigns to Channels & Lifecycle – Test for Fitness Email outbound Email inbound Household Mail Phone - Outbound Phone - Inbound Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX Special Offer Sweepstakes BOGO XXXXX

34. Step 5: Expose Creative and Offer Combinations - Interface and Design will Relieve Marketers of Complex Logic and Stress Continuous Improvement

35. Step 6: Add Dashboards to Reporting for Everyone’s Use

38. Good Metrics – But How do they Relate? # of impressions Time on page # of promotion imp. # of unique visitors # of registrants # of registrants Registration breakage # Information given Response rate Opt out rate Breakage Time in program Defection rate LTV RFM Defection rate Customer balance sheet Awareness Registration Interaction Purchase Measures Customer life cycle

39. Not One Voice – One Set of Ears, Eyes = One Set of Experience(s) Direct Location 3 rd Party Community

40. Step 7: Measure Performance by Customer Direct Location 3 rd Party Community Change/Month Cost per Cust. Revenue/Cust. 15% Growth $1.5/Cust +3% $ Rev $16/Cust $130 R/Cust +11% $ Rev $61/Cust $715 R/Cust +6% $ Rev $23/Cust $1630 R/Cust +14% $ Rev $31/Cust $1119 R/Cust

41. Rate Your Competition/Set Performance Goals Us = Blue Competitor = Red Direct B A A C A D A C C D Location A C A C B A B A B A 3 rd Party C C F B C C C C C C Community A D A D F B F B F B

42. Step 8: Continuous and Automatic Testing Campaign Offer B Offer A Default Continuous Results Feed Control If B > A Then B = A Then New A

43. Step 9. Bolt-down low maintenance/moderate value programs Email outbound Email inbound Household Mail Phone - Outbound Phone - Inbound

45. Technology is the Enabler - Not The Solution CEM Customer Experience Management Starts with PEOPLE TECHNOLOGY COMMUNICATION PROCESS KNOWLEDGE PEOPLE Prospect Acquire Convert Grow Retain Re-Activate