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Connect: How to Use Data and Experience Marketing to Create Lifetime Customers

Connect: How to Use Data and Experience Marketing to Create Lifetime Customers

Lars Birkholm Petersen , Ron Person , Christopher Nash

ISBN: 978-1-118-96362-3

Sep 2014

272 pages

$16.99

Description

Connect and engage across channels with the new customers

Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important.

Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer.

  • Discover the technology and processes that allow marketers to remain relevant
  • Craft a personal, relevant, and accessible customer journey that engages the connected customer
  • Keep in touch throughout the customer's life cycle, both online and offline
  • Link digital goals and metrics to business objectives for a more relevant strategy

Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.

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Foreword Brian Solis ix

Introduction xiii

Chapter 1 The Customer Is in Control 1

Welcome to the Era of the Connected Customer 2

The Future 3

Trust as the New Currency 3

How Relevant Are You to Your Customers? 7

Data Is the Glue 8

The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer 8

Chapter 2 The New Marketing Mandate 9

Key Initiatives 9

Don’t Boil the Ocean 14

Agile Approach for Marketing 14

Investing Where It’s Needed 15

Breaking through the Biggest Barriers to Marketing Success 16

Chapter 3 Measuring Customer Experience Maturity 18

To Be Successful Takes People, Process, and Technology 19

Customer Experience Maturity Model 19

Three Phases in the Customer Experience Maturity Model 20

Stages in the Customer Experience Maturity Model 23

Mapping to Capabilities 30

Crawl,Walk, Run, Fly! 30

Next Steps: How Mature Is Your Organization? 32

Chapter 4 How Does Your Organization Compare? 33

The Time for Change Is Now 33

Biggest Barrier to Marketing Maturity 34

How Do You Compare to Your Industry? 35

How DoWe Measure Success? 38

How Does Your Top-Level Management Compare for Involvement with Digital Strategy? 39

How Do You Compare in Optimizing for Mobile Devices? 39

How Do You Compare in Using Segmented Email Campaigns? 40

How Do You Compare in Using Testing to Optimize Customer Experience? 40

How Do You Compare in Using Personalization to Be More Relevant? 41

How Do You Compare in Using Behavioral Targeting to Adapt to Visitor Browsing? 41

How Do You Compare to Organizations Using Marketing Automation? 41

How Do You Compare to Those Having a Single View of the Customer across Online and  Offline Touch Points? 42

How Do You Compare in Using Predictive Analytics to Steer Content Targeting for Specific Customers? 42

Mapping People, Process, and Technology to the Customer Experience Maturity Model 43

Where Are Organizations Investing? 46

What Must You Do? 48

Chapter 5 Making It Happen! 54

What Barriers Are Preventing You from Maturing? 54

Steps to Successfully Improve Marketing 55

Common Barriers to Increasing Maturity and How to Break Through 62

Chapter 6 Stage 1—Initiate, and Stage 2—Radiate 66

The Initiate and Radiate Stages 66

Case Story: Chester Zoo 69

Marketing Is under Attack on Two Fronts 70

Process for Identifying Critical Content 75

Breaking Barriers 88

Moving to a Higher Level of Marketing 89

Knowing You Have Arrived 89

Chapter 7 Stage 3—Align 91

The Align Stage 91

Case Story: FK Distribution 93

Benefits of Aligning 95

What You Need to Do to Align 97

What You Need to Do to Measure Impact and Alignment 106

What You Need to Do with Experience Analytics 110

AdditionalWays to Increase Alignment 118

Breaking Barriers 119

Moving to a Higher Level of Marketing 120

Knowing You Have Arrived 120

Chapter 8 Stage 4—Optimize 122

The Optimize Stage 122

Case Story: QT Mutual Bank 124

Benefits 126

What You Need to Do 127

Breaking Barriers 149

Moving to a Higher Level of Marketing 150

How Do You Know You Are There? 152

Chapter 9 Stage 5—Nurture 153

The Nurture Stage 153

Case Story: QualityCare™ by LEO Pharma 155

Benefits of Nurturing 157

What You Need to Do to Nurture Customers 160

Breaking Barriers 167

Moving to a Higher Level 168

How Long Will It Take? 172

How Do You Know You Are There? 173

Chapter 10 Stage 6—Engage 176

The Engage Stage 176

Case Story: Australian Super 179

Benefits of Engage: The Single View of the Customer 181

What You Need to Do 183

Creating a Single View of Your Customer 187

Breaking Barriers 191

Moving to the Higher Level of Engage 193

How Do You Know You Are There? 195

Chapter 11 Stage 7—Lifetime Customers 198

The Lifetime Customers Stage 198

Amazon.com, an Example of Stage 7 Maturity 201

Benefits of Lifetime Customers 202

What You Need to Do to Capture Lifetime Customers 204

Breaking Barriers 213

Maintaining Lifetime Customers 214

How Do You Know You Are There? 218

Chapter 12 Growing Your Organization and Roles 220

To Win, You Need the Best Resources 220

Roles You Need on Your Team 220

Emerging Roles 225

Organizational Structure 227

The Innovation Team 228

Chapter 13 Selling to the Board 229

Realizing There Is a Gap 229

Undercover Approach 238

The Journey Toward Connected Customer Experiences 238

Appendix 239

About Sitecore 239

About Sitecore Business Optimization Services 239

About the Authors 241

Acknowledgments 243

Connect Websites 246

Index 247