Metia Storybook

Data driven CXAccelerating your journey to customer centered marketing

20 October 2015© Metia 1


• Who we are

• How your customers changed

• The role of data

• What we believe

• How to get started

Who we are


Our promise

Use customer and market data to enable real time contextual relevancy. We will support customers to ensure they have the right people, process, data and technology to deliver authentic customer centered marketing

We support: Our clients are businesses who:

We are different because we:

We do this by:

CX leaders in organizations that strive to be best of breed

Want to accelerate customer relationships and ROI by evolving the experiences created for their customers

Applying our programmatic approaches to provide integrated audience understanding, data strategy, content strategy and digital experience design that take each of our customers on an accelerated journey to their customer centered goals

Our Story has a hero

CxO

Function lead

Professional

Employee

Developer

Doctor

Teacher

Shopkeeper

Enterprise

Corporate

SME

Start up

Student

Millennial

Parent

Traveller

We accelerate the Customer Lifecycle


INFLUENCE

EXPERIENCE

RELATIONSHIP

ADVOCATE

“ ”

• Evangelize experiences• Contribute to the

community• Advocate the brand• Share content

• Provide information• Transact 1+ times• Consume content

• Defend the brand• Co-create content• Lead the conversation

• Build acquisition momentum

How your customers changed



Passive RecipientsCustomers were individually isolated; the victims of sporadic outbursts of marketing.

To Active ParticipantsThey became connected to a like-minded community, and found their collective voice


To Co-Creators and ContributorsAre loyal stakeholders seeking a role in shaping your future products and services


Invest more time understanding:• Utility

• Sharing

• Context


Spend less time obsessing over:• Customer satisfaction

• Striving for engagement

• Endless surveys

Shift from:• Measure by value of

individual transaction

• Alignment defined by tactics

• Personalization is defined by individual profile fields


Shift to:• Measure lifetime value and

attributed community impact

• Alignment defined by common purpose

• Personalization is derived from behaviour and tribal allegiances

Top of funnel thinking

Lifestyle & cultural factors

Category perceptions

Brand perceptions

Product perceptions

Engagement

Customer centered marketing


Our response to the changing world: • We use digital and social data for both

‘outside-in’ insights into customers and markets AND ongoing monitoring of customer and market trends we create real, active, value-driven programmatic campaign customer centered marketing

• Our analysis starts at the top-of-funnel, analyzing social and digital conversations about the passion areas that underpin the market – without relationship to category (e.g. Health Insurance, Software) or brand (e.g. Nintex or Microsoft).

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What we believe

Challenging the ‘sacred cows’ of digital marketing


#1. I can’t deliver seamless customer experience until we have overcome silo behaviours

• All people are naturally tribal, including yours. This won’t change. Deal with it.

• Data should become a common language across the business

• Silo-ed functions is not the issue, it’s making decisions from multiple sources of the ‘truth’

• A clear insight architecture will create a single source of truth to enable consistent decision making


#2 My business is not interesting enough to create buzz through digital channels. I can’t use digital data to understand my B2B customers.

• 95% of social conversations do not mention a product or brand…this means that 95% of what matters relates to higher order needs

• Customer centered marketing requires ‘top of funnel’ thinking to drive relevance

• Focus on the higher order problem or ‘passion area’ you are solving for customers to drive improvement and innovation


#3 Minimizing my customer effort is the path to accelerated revenue

• Friction is bad, effort is not. This is particularly true in b2b where ‘effort’ can mean a level of commitment to the relationship

• Customers seek a ‘fair exchange of value’

• Focus on understanding what the acceptable customer effort is that drives a mutually beneficial outcome


#4 Relying on data slows down my marketing execution

• Data is being created by customers and prospects all the time, in real time

• Data can now move at the speed of execution and customers demand a say in the experiences they consume

• Wire data to the anatomy of execution and truly drive action using the voice of the customer


#5 Personalization is only successful if I can do it 1:1

• As ‘social truth’ becomes ever pervasive, the wisdom of the crowd drives behavior and perception

• Individuals make decisions in the context of a ‘tribe’ so understanding the attributes of segments is increasingly valid

• Start with ‘Persona-alization’ and empower the customer to further customize explicitly and implicitly


Understanding your CX DNA


Approaches to Customer Experience Management

20 October 2015© Metia 21D

ata DN

A

CX DNAOn time Real time

Manual: PEOPLE

Automated:TECHNOLOGY

How Metia can help to drive customer centered marketing

20 October 2015© Metia 22D

ata DN

A


Manual: PEOPLE

Automated:TECHNOLOGY

Amplify and ScaleOptimize efforts and

Innovate

Digital Transformation Data Strategy

INFLUENCE

RELATIONSHIP

ADVOCATE

EXPERIENCE

How to get started: what’s your DNA?



Manual: PEOPLE

Automated:TECHNOLOGYIntegrated

Siloed

Implicit

Campaign orientated

Lower use of digital channels

Higher useof digital channels

Programmatically driven

ExplicitD

ata DN

A

How to get started: where are you on your insight journey?


What could our high net worth

users value?

Which of these propositions works

best in Spain?

How can we get customers to pay more

for what we do?

What would a world class support

service look like?

How can we leverage reward in

our offer?What positioning does our brand

need to seize to be sustainable?

How are our target segments changing?

How do prospects in Far East go about

acquiring this product?How do our

customers feel about corporate responsibility?

What threat does our competitors

new product present?

Where does our existing customer

experience fall down?

What does the market know about us?

What do prospect customers think of our existing offer?

Your position on the insight wheel: where to start

25

• Customer Research Systems

• Positioning & messaging research

• Customer Journey Mapping

• Digital ethnography• Bespoke segmentation

& persona development• Top of funnel social data

analysis

• Content relevance• Campaign

development

Proposition development

Proposition testing

Taking propositions to

market

Market understanding

UNDERSTAND

Cultural contexts

Quality of customer

experience

Engagement with the

proposition

INNOVATE & REFINE

MEASURE & IMPROVE

Next steps


• Review audience understanding

• Create a 360 degree view of the customer

• Establish Data and CX DNA and future recommendations

Metia Storybook

Documents

Transcript of Metia Storybook