Connect E-Book

Lars Birkholm Petersen

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 352

Veröffentlichungsjahr: 2014

Beschreibung

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.

Leseprobe

Table of Contents

Title Page

Copyright

Dedication

Foreword

Notes

Introduction

What You Will Learn in This Book

Terms and Phrases We Use in This Book

Request for Feedback

Note

Chapter 1: The Customer Is in Control

Welcome to the Era of the Connected Customer

The Future

Trust as the New Currency

How Relevant Are You to Your Customers?

Data Is the Glue

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

Note

Chapter 2: The New Marketing Mandate

Key Initiatives

Don't Boil the Ocean

Agile Approach for Marketing

Investing Where It's Needed

Breaking through the Biggest Barriers to Marketing Success

Chapter 3: Measuring Customer Experience Maturity

To Be Successful Takes People, Process, and Technology

Customer Experience Maturity Model

Three Phases in the Customer Experience Maturity Model

Stages in the Customer Experience Maturity Model

Mapping to Capabilities

Crawl, Walk, Run, Fly!

Next Steps: How Mature Is Your Organization?

Notes

Chapter 4: How Does Your Organization Compare?

The Time for Change Is Now

Biggest Barrier to Marketing Maturity

How Do You Compare to Your Industry?

How Do We Measure Success?

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

How Do You Compare in Optimizing for Mobile Devices?

How Do You Compare in Using Segmented Email Campaigns?

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

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

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

How Do You Compare to Organizations Using Marketing Automation?

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

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

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

Where Are Organizations Investing?

What Must You Do?

Notes

Chapter 5: Making It Happen!

What Barriers Are Preventing You from Maturing?

Steps to Successfully Improve Marketing

Common Barriers to Increasing Maturity and How to Break Through

Notes

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

The Initiate and Radiate Stages

Case Story: Chester Zoo

Marketing Is under Attack on Two Fronts

Process for Identifying Critical Content

Breaking Barriers

Moving to a Higher Level of Marketing

Knowing You Have Arrived

Notes

Chapter 7: Stage 3—Align

The Align Stage

Case Story: FK Distribution

Benefits of Aligning

What You Need to Do to Align

What You Need to Do to Measure Impact and Alignment

What You Need to Do with Experience Analytics

Additional Ways to Increase Alignment

Breaking Barriers

Moving to a Higher Level of Marketing

Knowing You Have Arrived

Chapter 8: Stage 4—Optimize

The Optimize Stage

Case Story: QT Mutual Bank

Benefits

What You Need to Do

Breaking Barriers

Moving to a Higher Level of Marketing

How Do You Know You Are There?

Note

Chapter 9: Stage 5—Nurture

The Nurture Stage

Case Story: QualityCare™ by LEO Pharma

Benefits of Nurturing

What You Need to Do to Nurture Customers

Breaking Barriers

Moving to a Higher Level

How Long Will It Take?

How Do You Know You Are There?

Notes

Chapter 10: Stage 6—Engage

The Engage Stage

Case Story: AustralianSuper

Benefits of Engage: The Single View of the Customer

What You Need to Do

Creating a Single View of Your Customer

Breaking Barriers

Moving to the Higher Level of Engage

How Do You Know You Are There?

Notes

Chapter 11: Stage 7—Lifetime Customers

The Lifetime Customers Stage

Amazon.com, an Example of Stage 7 Maturity

Benefits of Lifetime Customers

What You Need to Do to Capture Lifetime Customers

Breaking Barriers

Maintaining Lifetime Customers

How Do You Know You Are There?

Notes

Chapter 12: Growing Your Organization and Roles

To Win, You Need the Best Resources

Roles You Need on Your Team

Emerging Roles

Organizational Structure

The Innovation Team

Chapter 13: Selling to the Board

Realizing There Is a Gap

Undercover Approach

The Journey toward Connected Customer Experiences

Note

Appendix

About Sitecore

About Sitecore Business Optimization Services

About the Authors

Lars Birkholm Petersen @LarsBirkholm

Ron Person @SitecoreRon

Christopher Nash @chrisnash

Acknowledgments

Special Acknowledgment for Case Stories

Connect Websites

Index

End User License Agreement

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Guide

Cover

Table of Contents

Introduction

Begin Reading

List of Illustrations

Figure 1.1

Figure 1.2

Figure 1.3

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connect

how to use data and experience marketing to create lifetime customers

lars birkholm petersen

ron person

christopher nash

Cover image: Arrows © iStock.com/DrAfter123

Cover design: Wiley

Copyright © 2014 by Sitecore Corporation. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Petersen, Lars Birkholm.

Connect: how to use data and experience marketing to create lifetime customers / Lars Birkholm Petersen, Ron Person, Christopher Nash.

pages cm

Includes bibliographical references and index.

ISBN 978-1-118-96361-6 (hardback); ISBN 978-1-118-96360-9 (ebk); ISBN 978-1-118-96362-3 (ebk)

1. Internet marketing. 2. Customer relations. I. Person, Ron, 1948- II. Nash, Christopher. III. Title.

HF5415.1265.P486 2014

658.8′72—dc23

2014025611

The authors will donate all royalties from this book to selected charities. To learn more and help decide which charities the royalties should be donated to, visit www.ConnectTheExperience.com/charity.

Foreword

You cannot create experience. You must undergo it.

—Albert Camus

Many strategists realize that the world is only becoming more connected, not less. Yet many executives still wonder when all of these crazy texting, selfie-taking, snapchatting, lunch-tweeting shenanigans are going to finally fizzle out. I don't know about you, but I'm already dusting off my rotary phone and digging out my floppy disk collection just in case we do decide to go backward.

Not really.

You get it. I get it. Do we really need yet another pep rally to celebrate our like-minded perspectives and passion to bring about change? Yes. In fact, we need to ready ourselves to march the significance of the changing customer right on up to the C-suite to drive home the importance of customer-centricity not only for the benefit of people but also for the future of our business as well as our place in the market.