Wednesday 16 SeptemberWIFI: Engine Guest Password: V1ctori0us
@DMA_UK #dmadata
Stop selling and start serving: how to bring
data, creativity and technology together
If you stopped doing social, why
would anyone miss you?
Tom Ollerton, Marketing & Innovation Director, We Are
Social
@mrtomollerton @wearesocial
Bit.ly/GINGERBLOKE
Breakout session one
• The Bar
Combining data, creativity and technology to serve new customer
behaviours
Alastair Cole, Chief Innovation Officer, Engine
• Arena room (Ground floor)
Finding the data and creative sweet spot
Anna Foster, Data Director, TMW Unlimited
• Reading room (Ground floor)
Its not your journey its theirs
Darren Loveday, VP, Customer Engagement, Thunderhead
Combining data, creativity and
technology to serve new customer
behaviours
Alastair Cole, Chief Innovation Officer, Engine
@AlastairCole
www.tinyurl.com/dmadeckAC
Today’s Customer Experience is often disjointed, irrelevant and impersonal
10
9am Monday
1pm Wednesday
8pm Thursday
11am Sunday
4pm Monday
8pm Tuesday
Consumer surfs your site
Buys your product
Calls customer service
Reads billing statement
Receives email marketing offer
Tries to buy using phone
Website: serves generic content to consumer, regardless of device
or buying intent
E-commerce: fails to proactively deliver relevant content and
products to customers
Customer service: representative asks for info customer already gave another channel and doesn’t offer
the appropriate upsell
Mobile: customer doesn’t engage or buy product because frustrated by the mobile phone experience
Email campaign: sends customer irrelevant offer based on an outdated
demographic segmentation
Billing statements: statements are not personalized, brand-optimized or sent via customer’s preferred channel
Thunderhead exists to enable brands and consumers to live in harmony.
Pioneer in personalised customer communications First purpose-built SaaS for
customer engagement
BrokenConversations
You Don’t Even Know Me
PoorExperiences
Impersonal& Irrelevant
47%ABANDON
PURCHASINGafter two separate
interactions
92%FEEL
NEGATIVEwhen asked to provideinformation multiple
times
62%SWITCH
PROVIDERafter three negative
experiences
87%POOR
PERCEPTIONwhen treated witha one-size-fits-all
approach
Source: Engagement 3.0 US research report, Thunderhead.com, March 2014
The cost of getting it wrong.
Engages the customer in
conversation at the journey interaction
point
Understands and creates insight by
combining journey and customer data
Listens to customer journey
interactions
Recommends in real-time how to
best meet an individual
customer need
ONE Engagement Hub
Imagine…
Knowing your customer needs
Having one real-time personalised conversation
Getting more from existing solutions and teams
Proactively manage journeys, not just interactions
19
9am Monday
1pm Wednesday
8pm Thursday
11am Sunday
4pm Monday
8pm Tuesday
Consumer surfs your site
Buys your product
Calls customer service
Reads billing statement
Receives email marketing offer
Buys upsell product using mobile phone
Website: serves consumers
relevant content in real time to
match buying intent and
optimized for their device
E-commerce: recognizes customer entering site and offers
relevant products based on past
behavior and current intent
Customer service: representative
has access to customer journey and
behavior; resolves service issue and
upsells customer
Mobile: experience is optimized to
the device, driving loyalty, repeat visits,
and recommendations to friends
Email campaign: click-throughs and
conversions soar once offers are
personalized and based on buying intent
Billing statements: personalized and brand-optimized statements
are sent via customer’s preferred channel
vision
Identified key channel change points
To understand and provide a consistent and personalized experience across all Customer Interactions and Journeys
outcomeWeb offer interaction improvement of 20% - 135%
Focused, relevant conversations have resulted in a sales uplift of 59%
131% uplift in email response rates vs. previous campaigns
Recognisepreviously
anonymous customer
interactions
1Listen and
understand their customer
journeys
2 Hold a consistent
conversation across
inbound and outbound channels
3
12%of customer base
recognised within 6 weeks!
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
1 Recognise previously anonymous customer interactions
2Focused on the customer journey to understand every interaction and what it told them about needs, preferences and obstacles
“Knowing a customer had been looked at a particular hotel several
times online, I asked if she had a specific reason for returning to
that one hotel and it opened a whole new conversation. I told the
customer about some offers due to expire in a couple of days and
the result… a confirmed booking and a happy customer”
Contact Centre Agent
FACTS
The insight should be based on facts not fabrications
But storytelling is vital for data practitioners
Cost to
Apple:
$100m
Free U2
albums:
500m
U2 back
catalogue sold:
7,441
Apple forced
to release
delete tool
FREEDOM
“my creatives love the freedom of a tight brief”
Data doesn’t define the execution
It should empower, not restrict
Age of the
Andrex puppy:
42 yrs
Scrunch or
fold budget:
£3m
Scrunch or
fold votes:
14,728
Andrex sales
impact:
tbc
FAITHFUL
The data and creative should still be linked
Proximity of the insight to the execution is vital
UK media
spend:
£250k
UK direct
sales:
£1m
US media
spend:
£350k
US reaction
so far:
nothing
UK campaign
US campaign
Breakout session two
• The Bar
Online/offline media – the customer journey
Jamie Cregan, Research & Planning Director, MC&C
• Arena room (Ground floor)
Predictive Analytics
Bill Fischer, Co-Founder, WorkDigital
• Reading room (Ground floor)
Inspiring people to buy well: how to transform behaviour from
engagement to purchase
Kevin Slatter, Business Director, Data & Analytics, Geometry
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