21/04/2017

“The effect of customer experience on your business” and the Yearly Marketing Survey 2017 results

Customer experience, a competitive advantage?

“Nothing becomes real until it is experienced”

– John Keats

Pulling customers through the funnel is not answering customers’ expectations

3

Most companies used to create campaigns aimedat a lot of prospects and customers. They tried to“pull their customers through the funnel” whiletheir campaign was actually targeting a specifictype of customer. Hence, conversion rate was low.

This kind of campaign could result in a negativeexperience as they are not directly answering theircustomers’ expectations.

“People don’t forget how you make them feel”

– Mathieu Dhondt, business consultant at The Reference

* Source: Mathieu Dhondt – Business consultant at The Reference, Conference “The effects of Customer Experience on your business” hosted by The Reference and Sitecore, in collaboration with Microsoft, 21/04/2017 *

Marketing leaders believe competing on customer experience is important

4

According to the 2017 Yearly Marketing Survey

conducted by The House of Marketing, 95.5% of

Belgian marketers agree that strong brands

deliver consistent customer experiences.

The belief in the importance of customer

experience has grown over recent years, which

means that building brands happens primarily by

offering the right customer experience.

However, there is a gap between expectations and experience

5

To meet customers’ expectations, companies

should personalize their messages based on

how and when customers want to hear them.

The content, the offers, etc. should be

personalized for each customer.

However, the 2017 Yearly Marketing Survey

reveals that only 20% of Belgian marketers

believe their company offers a seamless

online and offline customer experience.

The digital transformation of marketing through the 5 brand commerce* maturity levels

6

Product focused

Long Term

customer

relationship

Single-channel

tactics

Omni-channel

journeys

Disconnected

customer data

360° customer data

connected

Old marketing tools

Connected

Marketing and Sales

platforms

Top-down organization

Marketing, Sales & IT

teams are strongly

working together

Trad

itio

nal

Dig

ital

Source: Tim Nagels – CMO lead at Microsoft, Conference “The effects of Customer Experience on your business” , 21/04/2017

*Making every touchpoint transactionable

The 2017 Yearly Marketing Survey identified the level of maturity of the Belgian market

7

53% of Belgian

companies claim to

have a very

customer centric

company

Only 8% of

companies offer an

omni-channel

experience

Only 27% of

companies claim

they integrate their

data in one single

platform

Today, Belgian

marketers are using

technical

superpowers for

basic marketing

tasks; 63% use e-

mailing marketing

60% of companies

have a classical top-

down organization.

Silo-thinking is an

important barrier to

become customer-

centric

Leaders in customer experience grow their average revenue faster than laggards

8

17%

3%

Compound average revenue growth, 2010 to 2015

Leaders Laggards

Source: June 21, 2016, “Customer Experience Drivers Revenue Growth, 2016”, Forrester reportforrester/.com/cxindex

Source: Mathieu Dhondt – Business consultant at The Reference, Conference “The effects of Customer Experience on your business” hosted by The Reference and Sitecore, in collaboration with Microsoft, 21/04/2017

“Your most unhappy customers are your greatest source of

learning” – Bill Gates

Customer experience is a competitive advantage – OZ example

9

• Personalized banners

• Content-based website

• Use of browsing behaviour

through the CRM system

• Ability to contact new leads

(e.g. asking their

information details)

• Customers get more relevant information and content on the website

• Customers receive adapted services that meet their needs

• Self service• Advisers are more available

for specialized services

• Doubled the monthly visits on

the website

• More new leads

• 24-7 access to the services

and information

• Personalized info for all

customers and prospects

• More self-service for the

customers so that the

advisers can focus on helping

the customers with

specialized services

• Increased brand awareness

and visibility of OZ services

OZ created a personalized content website

Customer experience Results

Source: Sophie Meert –Digital Marketeer OZ, Conference “The effects of Customer Experience on your business” hosted by The Reference and Sitecore, in collaboration with Microsoft, 21/04/2017

Customer experience is a competitive advantage – xFinity example

10

• Targeted offer

• Know visitors’ location

Specific offers according

to location

• All of their stores are

becoming more customer

friendly and interactive

• Customers get adapted

offers according to their

needs, location, etc.

• Adapted/easier website

usage

• Try new products in-store;

more attractive

• 30% uplift in sales

• Increase of 25% in terms of

qualified leads

• Decrease of 14% of

customers’ calls; which

means the products are

more reliable and easier to

understand.

xFinity created a personalized website Customer experience Results

Source: Jannik Devantier – Senior Digital Experience Specialist at Sitecore, Conference “The effects of Customer Experience on your business” hosted by The Reference and Sitecore, in collaboration with Microsoft, 21/04/2017

Customer experience is a competitive advantage – Nutricia example

11

• Create profiles

• Adapt the content of the

website according to the

evolution of

pregnancy/baby

• Online and offline

experience

• Magic mirror, mobile app,

responsive website, vending

machine, events, etc.

• Customers get the right

information at the right

time

• Customers have a follow-up

during all steps of

pregnancy/ the baby’s life

• Information is available on

different platforms

Nutricia rethought the entire customer experience

Customer experience Results

Source: Jannik Devantier – Senior Digital Experience Specialist at Sitecore, Conference “The effects of Customer Experience on your business” hosted by The Reference and Sitecore, in collaboration with Microsoft, 21/04/2017

Experience is the result of data and technology usage but also of a customer-centered view and an interdisciplinary team

12

Data-driven strategy

Analyze your data to use it as the basis for your

strategic decisions concerning your customer

experience

Interdisciplinary teams

Have Sales, Marketing and IT work together and

use connected platforms

Marketing technology engagement

Use the full potential of your marketing tools, not

only for basic marketing tasks

Customer focused view

Fill the gap between expectations and experience,

understand your customers

Want to know more? Discover our Yearly Marketing Survey:

www.thehouseofmarketing.be/yms17

Charlotte Marin

Junior Consultant

charlotte.marin@thom.eu