The Human Customer: B2B's Great Migration to Customer Experience in Digital
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Transcript of The Human Customer: B2B's Great Migration to Customer Experience in Digital
Introductions
Brandon Rozelle
Director, Customer Engagement
Rightpoint
Matthew Zaute
Vice President of Analytics
Rise Interactive
About Rightpoint
1
We are a technology
& design company.
Customer
Communities
Intranets
& Social
Collaboration
Digital
Strategy
Social &
Content
Marketing
Consumer
Mobile
Apps
CustomerExperience
POWERING YOUR
Business
Public
Websites
SERVICING YOUR
Customer
Customer
Service
Automation
Sales
Enablement
Modernizing
Enterprise
Applications
Business
Intelligence Cloud &
Infrastructure
200+RIGHTPOINTERS
INDUSTRIES SERVED
• Health/Life Sciences
• Retail
• Insurance
• Consumer Packaged Goods
• Professional Services
OFFICES
CHICAGODETROITDENVER
© 2015 Rightpoint Consulting LLC. All Rights
Reserved
About Rise Interactive
• Drive Digital Engagement
– Traffic Generation
– Custom Analytics
– Experience Optimization
• 160+ Employees
• Founded 2004, Jon Morris
• Jack Kraft, Senior Advisor, Former COO of Leo Burnett
• Independent, Growing & Profitable
Analytics
Call Center
Data
Impressions
DMP
CRM
Franchise
Data
POS
Data
Allocate
Budget Most
Effectively Increase
Relevancy For
Customers
Little
Data
Clicks
Little Data
Campaign DataLittle
data
Agenda
1 A Call to Arms
2 Behaviors You Can Adopt
• Know Your Customer
• Build a Measurement Framework
• Educate Your Business
3 Q&A
A Call to ArmsWHY THE URGENCY, AND WHY NOW
B2C B2B≠
“Nearly 50% of all B2B buyers are
millennials, up from 27% compared
to two years ago. This new
generation of decision makers
demands convenience, collaboration
and customization.”
-Gartner
Gen Touch (<19)26%
Millennials(20-37)
25%Gen X(38-49)
15%
Boomers (50-68)
23%
Swing*69+)11%
GENERATION TOUCH MILLENNIALS
Tech Innate: 5 Screens Tech Savvy: 2 Screens
Makers Users
Judiciously Share (GeoLoco Off) Radical Transparency: Share All
Brand Ambivalent Brand Loyal
Love Food Love Clothes
Communicate with Images Communicate with Text
Future Focused Now Focused
Realists Optimists
Want to Work for Success Want to be Discovered
desktop
Flash
Mobile
Apps
tablet
touch
responsive
adaptive
The history of digital design has too often been about
solving for the problem that is in front of us.
But we’re always a half step behind…
The only thing we can bank on is that change is constant.
Focusing solely on mobile or touch could be
as short sighted as designing for flash in 2009.
The face of interface is changing, fragmenting and at times
disappearing…
Leading consumer brands are already designing for this
horizon.
Mouse & Keyboard
Touch
Voice
Sound
Haptics
2
8
So how can we keep pace?
Build a Brand OS
A Brand OS allows a company to move rapidly into new
technology, platforms and solutions.
Behaviors You Can AdoptKNOW YOUR CUSTOMER
Problem Statement for Global Airline
• Global
• Decentralized Content
• Acquisition & Integration
• Regulatory
• Needs Based Customer Experience
Initial
Public website #1 Public website #2
Mobile site
#1
Mobile site #2
Mileage Program
Android
App
Apple
App
FIDS
GIDS
Kiosks
.com
(FR)
.com
(JP)
Flight
Bookers
In-Process
Travelers
Mileage
Members
Prospective
Mileage
Members
Employees
Main Site Mobile Apps Kiosks Flight Information
Display (FIDs)
Gate Information
Display (GIDs)Audience Mobile Site
Optimized .com
(FR)Social
Sites
GIDSKiosks
FIDS
Mileage
Program
Partner
Sites
.mobile
Public Website
.com
(JP)Content
Hub
Kiosks
Know Your Customer
Set Benchmarks
Collect Data
Analyze Data
Provide Recommendations
Set Benchmarks
Activate
Set Benchmarks
Know Your Customer
Inform Your Analytics
Know Your Customer
Behaviors You Can AdoptBUILD A MEASUREMENT FRAMEWORK
T H E T H E V I S I O NT H E O P P O R T U N I T Y
Gaining industry intelligence and defining what good looks like
B U S I N E S S C O N T E X T
Stakeholder Alignment to determine goals and success
Understand Current State Performance, Technology and Content
“We don’t have
the content and
tools to support
the purchase
journey.”
”Success is more
equity in our brand”
“We need a global
reach. We need to
open new channels
and meet
customers where
they are.“
“I want our
customers to know
what we stand for“
“I want our
customers to have
easy access to the
information they
need“
“Wouldn’t it be
amazing if even
systems like this
could reflect the
aesthetics and
ideals our
company has?”
Gaining industry intelligence and defining what good looks like
M A R K E T C O N T E X T
Benchmarking similar experience across channels including future leaning properties outside of the your vertical that have specific features.
Look at a variety of measures beyond just capabilities including usability, usefulness, access and content.
Third Party (industry insight) research
Gaining industry intelligence and defining what good looks like
C U S T O M E R C O N T E X T
Listening to the customer
We use a combination of focus groups, survey and contextual inquiry to gain insight into the needs of customer.
Understanding the needs
We then identify the key tasks and messaging to meet customer needs during critical point their decision making journey.
Transforming insights into opportunity and strategies
• D e f i n e t h e o p p o r t u n i t y a n d v i s i o n
Outdated look & feel
• Streamline navigation to be consistent and intuitive
• Improve search capabilities
• Implement quality content that is governed
FIVE BIGGEST CHALLENGES
Finding the right information
Connecting with colleagues
Content does not display well on multiple
devices
Lack of customization/personalization
• Implement a modern look and feel that incorporates
the Zimmer Biomet brand
• Consolidate Zimmer and Biomet Active Directories
• Implement robust user profiles enabling colleagues to
connect and collaborate with each other around the globe
• Implement a workplace social tool
• Create a device agnostic experience that will accommodate all touch points and
audience segments
• Utilize Active Directory and the technology platform to enable a robust user profile
that will form the basis for customization and personalization features
WHAT SUCCESS IS
Prioritization and Roadmap
Roadmap
Customer Engagement
Discovery:
• Define Success
• Establish Goals
• Determine Needs
Implementation:
• Analytic Config.
• Custom Variables &
Dimensions
• Pathing Analysis
Measurement &
Analysis:
• Pathing Analysis
• Engagement
Weightings
• Custom Reporting
Integration &
Enhancement:
• Correlation Analysis
• Full CRM Integration
• Call Tracking
Advanced
Analytics
• Multi Channel Attribution
• Predictive Analytics
• Segmentation
• Multivariate Testing
• Media Mix Modeling
Building an Analytical Framework
Building an Analytical Framework
CRM Data Modelling
Building an Analytical Framework
CRM Data Modelling
• Median first
transaction is 25%
higher for repeat
customers
• Customers with at
least $350 in spend
are 25% more likely
to repeat (23% vs
18%)
Building an Analytical Framework
Behaviors You Can AdoptEDUCATE YOUR BUSINESS…AND ESTABLISH THE VIRTUOUS CYCLE
• Fundamental components– Web Analytics
– Pathing
– Voice of Customer
– Other methods
• Beyond Web Interaction
Customer Engagement
Educate Your BusinessEducate Your Business
83% of These
Leads Will Still
Buy
17% of Leads
Become Customers
Converted Leads
Opportunity for Re-
engagement
Educate Your Business
Brand
Engagement
Metrics
Traditional Direct
Response
Conversion Metrics
29%
71%
Educate Your Business
B2B Marketers Say...
Educate Your Business
3 41 2
• Lack Advanced
Tools or Methods
• Inability to Tie
Metrics into a
Composite Score
• Lack of Expertise
and Resources
• Cannot Tie
Engagement to
Outcomes
32%36%40%48%
Educate Your Business
In Summary
Key Takeaways
1. Build With What You Have
2. Know Your Strengths and Weaknesses
3. Consider Your Audience
4. Start Now
Get in touch
Brandon Rozelle
Director, Customer Engagement
Rightpoint
Matthew Zaute
Vice President of Analytics
Rise Interactive
