Post on 24-Jan-2015
description
Brand promises + brand actions = brand value $
Mitchell Mackey
mitchell_mackey@hotmail.com+61 402 790 723
mitchell_mackey@hotmail.com+61 402 790 723
Agenda
The opportunityThe solutionThe integration imperativeMetrics and goals
2
mitchell_mackey@hotmail.com+61 402 790 723
Brand promises must be matched by brand action
3
mitchell_mackey@hotmail.com+61 402 790 723
You cannot consistently
frustrate your customers & keep
their business
mitchell_mackey@hotmail.com+61 402 790 723
Too many sales teams are forced to be hunter killers
5
mitchell_mackey@hotmail.com+61 402 790 723
Process, culture & I.T. issues mean few leads are harvested
Lead gap
6
mitchell_mackey@hotmail.com+61 402 790 723
Complexity reigns in today’s sales & marketing funnel
7
mitchell_mackey@hotmail.com+61 402 790 723
Agenda
The opportunityThe solutionThe integration imperativeMetrics and goals
8
mitchell_mackey@hotmail.com+61 402 790 723
In a commoditized world, brand experience is the differentiator
Experience-based differentiation: A systematic approach to interacting with customers
that consistently builds profitable loyalty
9
mitchell_mackey@hotmail.com+61 402 790 723
Embracing the future means we must integrate our silos
10
mitchell_mackey@hotmail.com+61 402 790 723
Brand promise + brand action
TV Print&
radio
Shows&
events
Directmail
Email Web &socialmedia
Retail/Distri/butors
Callcentre
Supplychain
Sales Product
Communicate image Deliver value
Making promises
Keeping promises
mitchell_mackey@hotmail.com+61 402 790 723
Apple’s brand eco-system promises and delivers
Emotional productsHi-touch designEngaged staffCool softwareIntegrated marketingSexy retail spaceElegant packagingLeadership
12
mitchell_mackey@hotmail.com+61 402 790 723
From the funnel to the cycle
mitchell_mackey@hotmail.com+61 402 790 723
New school marketing
mitchell_mackey@hotmail.com+61 402 790 723
Marketing Sales
Filling the process gaps
mitchell_mackey@hotmail.com+61 402 790 723
Applying the key principles of cross-channel design
Face to face Phone Digital Mail
Choice: the customer decides
Consistency:Eliminate confusion
Continuity:Smooth handoffs
16
mitchell_mackey@hotmail.com+61 402 790 723
Agenda
The opportunityThe solutionThe integration imperativeMetrics and goals
17
mitchell_mackey@hotmail.com+61 402 790 723
The enabler: integration
Customer-first visionSales automation (CRM)Marketing automationData aggregationCross functional processesSales & marketing synchronizationRadical transparency
mitchell_mackey@hotmail.com+61 402 790 723
Our 3 Experience-Based Differentiation principles
19Source: Forrester Research
mitchell_mackey@hotmail.com+61 402 790 723
Who are our customers and what are their goals?
2) Theirgoals3) Helping them
accomplishthose goals
1) Ourcustomers,representedby personas
20
mitchell_mackey@hotmail.com+61 402 790 723
Join the people, processes and technology dots
Process
People
IT
1) Process engineering
2) Digitization
3) User engagement
21
mitchell_mackey@hotmail.com+61 402 790 723
“Customer centricity is great theory, but our I.T. is a mess”
22
mitchell_mackey@hotmail.com+61 402 790 723
Yesterday’s I.T. or today’s B.T.?
• Heterogeneous legacy systems
• Multiple data entry
• Cockroach legacy systems
• No real-time reports & analysis
• An integrated environment
• Enter data once
• Accountable marketing
• Real-time intelligence
23
mitchell_mackey@hotmail.com+61 402 790 723
Don’t pour any traditional “on-premise” I.T. concrete
24
mitchell_mackey@hotmail.com+61 402 790 723 25
Joining the dots unlocks value
RetailSocial media
Contact Centre
Internet presence
Brand advocates
HQAfter sales
Customer
CRM
mitchell_mackey@hotmail.com+61 402 790 723
Achieving business goals through customer goals
Business objectives Related customer goals
Increase conversion rate from 30% to 35%
Find relevant products & compare features
Reduce contact center calls by 10%
Understand product terms & conditions
Generate 5% more Website leads
Smooth web-to-contact centre transitions
Build brand loyalty Accomplish tasksquickly and easily
26
mitchell_mackey@hotmail.com+61 402 790 723 27
Innovating value
mitchell_mackey@hotmail.com+61 402 790 723
Opportunity Identification
Interface
Idea Co-Development
Concept Co-Development
Concept Test (feedback)
Iterations
Customer
Tomorrow
Opportunity Identification
Idea Development
Concept Test (feedback)
Concept Development
Customer
Interface
Today
Engage consumers early in product & service innovation
28
mitchell_mackey@hotmail.com+61 402 790 723
Marketing’s two-way street: conversations, not campaigns
CollaborativePersonal
29
ReciprocalCustomized
mitchell_mackey@hotmail.com+61 402 790 723
Agenda
The opportunityThe solutionThe integration imperativeMetrics and goals
30
mitchell_mackey@hotmail.com+61 402 790 723 31
Invert the organization's traditional pyramid
The customer
CEO
mitchell_mackey@hotmail.com+61 402 790 723
Radical management:dynamic linking
OpenSocial
MobileSelf organising
mitchell_mackey@hotmail.com+61 402 790 723
Real-time reporting & analytics fuelling data-driven decisions
33
mitchell_mackey@hotmail.com+61 402 790 723
The key question
“Would your recommend us to your family, friends and colleagues?”
Yes
No
X
34
mitchell_mackey@hotmail.com+61 402 790 723
Net Promoter Score is the best growth predictor: Bain & Co.
7-8
9-10
% Promoters
minus
% Detractors
Extremelylikely
Extremelyunlikely
0-6
35Source: Bain & Company
mitchell_mackey@hotmail.com+61 402 790 723 36
Track the economic impact
mitchell_mackey@hotmail.com+61 402 790 723
“Our ambition is to have 100% of our customers recommending us 100% of the time.”
37
The audacious goal
mitchell_mackey@hotmail.com+61 402 790 723
Thank you