Customer EngagementHarry Vleesch Dubois

11 oktober 2012

Presentation structure

Discussion

What to do?

Trends

Customer Engagement

What is Customer Engagement?

Customer engagement is not1. A program that comes and goes as

campaigns are created.2. A loyalty program.3. Implemented partly or on an “as needed”

basis4. Purely data driven.5. A social media strategy

Customer engagement is a “deeper, more meaningful connection between the company and the customer”, which implies that engaged customers go a step further than customers who are ‘just’ loyal to a company and repeatedly purchase products or services.

Economist Intelligence Unit (2007)

Theory

Customer engagement is a cyclical process of relationship building from being completely unknown to extending your brand further out into your customer base that supports, purchases and promotes the great things about your product.

John Merrit, Engage This!, 2011

Strategy

Customer engagement strategy

?

Disc

over

Inspiration

Orientation

Buy

User

ex

perie

nce

Service

Interaction

Ik wil een laptop Wow! Deze is m

ooi!

Waar

zal ik

hem

eens

kope

n?

Kopen!Wat is die snel!

Internet Explorer

doet raar!?

Leuk

e acti

e, lik

e like

like!

BFF

After-salesPurchase/UsePre-sales

Awareness Consideration Purchase Service Loyalty

Cust

omer

eng

agem

ent l

evel

`Paid

Owned Earned2.0

CAMPAIGNS; (TV, Outdoor), banners, display, SEA, social advertising, mailings, affiliates

ENGINES & CONTENT;Windows portals, owned social channels, microsites Brand Store, Apps

WORD-OF-MOUTH/ CONVERSATIONS; facebook, twitter, blogs communities, forums

acquisitie verleiding conversie

Interaction participation promotion

AIDA model is deadTraditional Customer Journey

Customer Journey 2.0

Interaction participation promotion

acquisitie verleiding conversie

relationInitiative by customer

transactionInitiative by brand

Awareness Consideration Purchase Service Loyalty

Trends

Consumer trends

1 of 4 minutes onlineSocial media sites Social musicSocial TVSocial GamesSocialSocialSocial

Cross platformCloudTabletGPSAppsHTML5

ShareableAuthenticUniqueMagneticPersonalizedEngaging

The shopper’s multi-channel journey

Campaigns to engage

Campaigns to engage

Campaigns to engage

Campaigns to engage

Campaigns to engage

Temporary Buzz

Kittyhawk

Kittyhawk

Focus

What to do?

Develop an engaging sharable brand!

1. Focus on customer experience (outside-in approach!)• Customer journey 2.0 • Integrated communication strategy (goal of each touchpoint)• Connected touch points

2. Focus on long -term relationship• Fewer paddles, bigger waves• Customer profiling (know your customers and their needs in each phase)

3. Content!• Align information/consistent message• Focus on Why and Relevance• Shareable

Trust Commitment

Connection

Identification

Relational goal; ‘Engagement ring’

I

Your brand

1. Focus on customer experience Customer journey = 1Connected channelsMulti-channel messageEach touch point fits in totalMeasure targets each point

After-salesPurchase/UsePre-sales

Awareness Consideration Purchase Service Loyalty

Cust

omer

eng

agem

ent l

evel

Paid Owned

Earned2.0

CAMPAIGNS; (TV, Outdoor), banners, display, SEA, social advertising, mailings, affiliates

ENGINES & CONTENT;Windows portals, owned social channels, microsites Brand Store, Apps

WORD-OF-MOUTH/ CONVERSATIONS; facebook, twitter, blogs communities, forums

Social media?

Customer profiling: Find your customer!

• Who are my customers?• On which touch points are they active?• What are their needs?

LISTENINGLEARNINGRESPONDING

Content• Relevance • Shareable• CONSISTENT • Interactive• Context driven