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MOD004053 Digital

Marketing Communications
2015/6 SEM2
Cheryl Greyson
Week 02 Customer Experience & Lifecycle Management

Objectives
To understand the need to manage the
customer experience effectively across all
touchpoints and have a strategy for lifecycle
management.

The Rise of 3D Printing


The future is 3D printing but
what kinds of brands could
take advantage of this and
how could they do it?
Be creative!

Potter Michael Eden's 'Nautilus' was produced


3D printingPhoto: Sylvain Deleu

The importance of VALUE


Cheaper to retain customers than recruit new ones
Lifetime value and greater share of wallet
Customers can become advocates
Value can be a source of competitive advantage
Incentives and collectables can encourage further purchases and return visits to
your site
Can help you drive thought leader strategy for B2B e.g. give white papers for free
Can lock them in to your brand and stop churn / switching
Customers consolidate number of websites they use over time so ensure your site
is a favourite

Online Value Proposition

http://www.smartinsights.co
m/digital-marketingstrategy/online-valueproposition/online-valueproposition-examples/

Your USP online


Links to your brand positioning and tells customers who you are, what you
offer, which markets you serve and what makes you different.
It identifies to customers why they should click on the site, return, register,
buy and share their experiences. Its a point of difference from competitors.

http://www.impactbnd.co
m/blog/10-valuepropositions-you-wishyou-had

Source: Smart Insights 201

Managing Expectations
Understand expectations: customer research,
SERVQUAL, site benchmarking, customer scenarios from
your customer personas
Set and communicate the service promise: guarantees or
promises
Delivering the service promise: on-site support, employee
support, physical fulfilment, logistics, delight the customer.

Customer Information Processing Model


5 Stages of Information Processing: Hofacker (2001)
Review effectiveness of communications and web pages. Can your
customers progress through each hurdle?

1. Exposure is the information there long enough for a


customer?
2. Attention what grabs the attention? Movement? Colour?
3. Comprehension & perception how does the customer
interpret the stimulus?
4. Yielding & acceptance is the information accepted by the
customer?
5. Retention how well can the customer recall their
experience?

Customer Decision-Making Models


Low & High Involvement
Awareness
Interest
Desire
Action

Problem Identification

Information Search
Evaluation of Alternatives
Purchase
Post-purchase Evaluation

How does your decision-making differ for the following purchases:

1.

Buying some breakfast cereal

2.

Buying a car

3.

Buying a music album from a brand new band

4.

Buying your first home

Supporting the Buying Process with Site Content

Source: Chaffey & Smith, 201

Engaging Customers with Brands (RACE)


Reach Build
awareness & traffic

Source: Smart
Insights (2010) from
REAN (Blanc &
Jackson, 2009)

Interact Engage audience


and encourage them to act /
interact with company or
other customers.

Ste
p1

Ste
p2

Ste
p4

Ste
p3

Engage Build customer


relationships through time
to achieve retention goals

Convert Achieve
marketing goals e.g.
new fans, leads or
sales

User Experience Design How does a user feel


when using a system?

Source: Smashing Design Magazine

Starting to think about user experience


User-centred design (Bevan, 1999) starts with understanding the nature and variation
between user groups:
1.

Who are the important users?

2.

What is their purpose for accessing the site?

3.

How frequently will they visit?

4.

What experience and expertise do they have?

5.

What nationality are they? Can they read your language?

6.

What type of information are they looking for?

7.

How will the use the information? Read it online, print it, download it, share it?

8.

What type of browser or platform will they use? How fast will their links be?

9.

How large a screen will they have and with how many colours?

The IDIC Loyalty Model (Peppers & Rogers,


1997)
The IDIC approach provides a framework for using the web
effectively to form and build relationships:
1. Customer identification identify customers on first and
subsequent visits through cookies / login
2. Customer differentiation build a profile to segment
customers
3. Customer interaction on-site interactions such as
customer service questions or create a tailored product
4. Customer communications personalisation or masscustomisation of content or emails according to
segmentation.

CRM for Customer Experience


Social CRM is an emphasis on engagement with and empowerment to
customers
Collaborative experiences and on-going dialogue with valued customers
Organisation wide and covering all touchpoints online and offline including
social media.

2015 Alan Charlesworth, An Introduction to Social Media Marketing, Routledge, Oxfordshir

CRM for Customer Experience


CRM is a concept that applies to existing customers
CRM systems can be extremely effective but can alienate the very
customers they seek to manage
CRM is not designed for mass-marketing - an effective CRM system
should collect data on target customers only!

2015 Alan Charlesworth, An Introduction to Social Media Marketing, Routledge, Oxfordshir

The Building Blocks of CRM

2013 Dave Chaffey and PR Smith

Customer Sensitivity Test


Table 8.2 Customer Sensitivity Quotient
Are your customers getting the service they deserve? Answer the following questions Yes/No
yes or no to find out how your organization is doing.
1 Do you know what percentage of customers you keep each year?
2 Do you know what percentage of customers you lose each year?
3 Do you know the top three reasons your customers leave?
4 Do you know your customers number one service expectation?
5 In the past three months, have you personally contacted ten former customers to find
out why they left?
6 Do you (and everyone else in your company) understand the lifetime value of a
customer?
7 Do you have written customer service quality standards (that your people helped
you develop, so they own them)?
8 Do you articulate your quality standards in understandable and measurable terms?
9 In the past six months, have you checked to see if any of your customers
expectations have changed?
10 Do you know how many members of your staff serve internal versus external
customers?
11 Are your customer service performance standards tied to any incentives?
12 Is everyone in your company required to take a minimum number of hours of
customer care training programmes each year?
If you scored . . . You are . . .
12 A CSQ legend!
1011 A CSQ star!
79 Jo(e) Average
46 A benchwarmer
Below 4 In the penalty box
2013 Dave Chaffey and PR Smith

Seminar Activities

The Anglia Ruskin Student Experience


Why do universities need to consider student experience?
Are they customers?
Map out the student journey from pre-application to postgraduation for the different kinds of students.
What are the touchpoints? Where does communication
take place? Map all activities.
Establish where there are gaps and where improvements
can be made. How does this fit with your own experience?

Creative Social Sharing


Please create a photo or video that is incredibly
shareable i.e. something cute, funny, amazing,
inspiring or interesting to do. It must be your own
work/copyright and may require staged antics!
Bring this in for Week 5.
Activity: What does get shared? Business /
Consumer Focus.

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