Unleashing Digital Customer Experience

Jeroen van de Ven

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Identity

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Image

“Customer, customer, customer… bullsh*t! We all know they don’t care about their customers.“

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Reputation under pressure

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Customer needs are changing

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Closing branches

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Always-on

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Social media use in Netherlands

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Social media use in Netherlands

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Social networks vs. messaging apps

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Forecast

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Social apps become bots

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Social apps become bots

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Social apps become bots

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Also at ABN AMRO!

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Virtual Personal Assistant

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Virtual Reality

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Virtual Reality

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Virtual Reality

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Experiment

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Social Media Strategy

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EMPOWERING RELATIONSHIPS WITH TARGET GROUPS

DIALOGUE

SPARRING PARTNER

AMBASSADORS,

PRIMARY GOAL

UNIQUE ROLE

SUB GOALS

TACTICS

ANCHOR

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Traditional way

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Consumer Designed Campaigns

Tactics – Brand Experience model

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Content builds relationships. Relationships are built on trust. Trust drives revenue. Andrew Devis

WHAT DOES PRINSJESDAG MEAN FOR ME?

Week before

Prinsjesdag

Prinsjesdag Samenvatting

Video verwachtingen

Aankondiging Prinsjesdag

take over

Webcare

Vlog

We vragen het de mensen op straat

Audience managemen

t e-com

Samenvatting video’s

Live stories Blogs

Infographic

Twitter hashtag

take over

Live stream

Voorbereiding Take over Afronding

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See-think-do Model

CARE

SEE

THINK

DO

Social media

Social media

Social media

Banners, SEA etc.

Social Campagne | Overall KPI | Reach

See: 7 ++ Awareness |

Audiences

Think: 4 + Product content

Do: 3 & Conversion |

Click

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See fase: KPI Bereik/Views | Firstview |

How to measure the succes of content?

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Return on relationships

Not everything that counts can be counted, and not everything that can be counted counts.

Insights

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