4650 exam 3
§ Demand generation is an ______________ issue.
organizational
repurposing content
-Reformatting to suit another platform -Rewriting as appropriate, such as tweetable quote/ blog post/ corporate tweet/ share
predictive models
-can show how to push information to customer before service is needed (can also predict call center volume), process learns from your organization's collective experience by leveraging your existing logs of customer purchases, behavior, and demographics -can assess emotional state of customer in live chat to predict whether person will call back -more applications of AI and predictive models will come -the highest level of customer service: to be able to genuinely personalize customer service and/or to be able to predict customer need and to deliver service in anticipation of that need
what can data facilitate for the customer service journey
-differentiated messages and offers that lead to effective communications channel choices -customer segmentation by all the usual methods (including psychographics) and especially by customer value and opportunity to grow value -lifecycle communications that depend on the customer's position in the relationship cycle -active management and monitoring performance
key issues in usability testing
-don't consider eliminating testing -be sure testers are target audience -key is to have testers perform one of more typical tasks on site -especially in early stages, ask them what they think -frequent small scale tests are better than one large one -can be outsourced or internal—techniques are focus group research + web metrics
customer service channels
-face to face -call center tech support -call center customer service rep -web chat or call back -email -web self service -social media
costs of poor customer experience to businesses
-hurts the business' bottom line -businesses lose over 41 billion dollars in sales each year as a result of poor customer service -value of a lost customer at $243
benefits of mobile loyalty programs
-larger ticket purchases -reduced marketing costs -personalized consumer engagement -brand differentiation
a good branded app...
-must be useful—giving benefits like product offers or entertainment -must provide value -must be easy to use -must provide seamlessly excellent customer experience whether used alone or in conjunction with some other marketing message like a direct mail piece CX trumps loyalty
changes to way marketing works
-technology teams have to be involved at every stage of development, analysis, and operations—need to be designed to understand today's customer experience required systems -marketers must design systems that actively encourage customers to participate in the relationship -brands must develop a just in time orientation to accompany individuals throughout the CX
stages of usability testing
1. Concept testing: earliest stage and reflects none of the actual site programming, one or more concept boards are show to respondents who critique them from the prospective of how logical they perceive it to be and how easy they think it would be to use, useful at a very high level to prevent design flaws and to give general guidance, can be done quickly in a focus group setting, cheap 2. Prototype testing: second stage, the site design is compete and at least some parts of the site are functional, gets an opportunity to get reactions to the appearance of the site and to get info about the degree to which the site structure is consistent with expectations, artificial still 3. Full usability testing: indicates the site has been uploaded to the server and is fully functional
targeted communications that can be used in different stages of the customer lifecycle in order to maximize CLV
1. Customer response/acquisition: identify your best prospects 2. Repeat purchase/lifetime value: convert one-time buyers to repeat purchasers/donors identify most valuable customers 3. Attrition/renewal: identify customers that are most at risk for attrition 4. Reactivation/win-back: target lapsed customers and donors to win back
technology facilitators
1. Email: for customer service and promotions 2. Telephone: information driven call center technology 3. Chat: using instant messaging technology to permit 2 way dialogue between customers and reps 4. Voip: voice over internet protocol—telephone over the internet or private network 5. Push: automatic delivery of content to a user's computer as part of a planned schedule of communications or triggered by an event 6. Co-browsing: technology that allows a customer and rep to view the same web page at the same time 7. Embedded modules: a chip embedded in a piece of equipment that can send automatic notification of required service 8. Social media platforms: for listening, conversing and providing service 9. Mobile platforms: for communications, accessing the internet and purchasing
4 steps of lead generation utilized by HubSpot
1. attract: attract strangers and turn them into website visitors 2. convert: convert website visitors into leads 3. close: close leads into customers through lead nurturing 4. delight: delight customers to turn them into promoters of your brand
steps in the website development process
1. establish site objectives 2. identify and describe target market 3. design site content and navigation structure 4. conduct usability tests 5. deploy and tune site 6. measure and evaluate site effectiveness 7. refine and improve site effectiveness
elements of good website navigational structure
1. User intent 2. Effective communication—use headlines, etc. in a way that makes it easy and quick for visitors to understand 3. Readable typefaces 4. Colors and white spaces—help convey emotions and white space gives a modern, uncluttered look 5. Visuals—use images and videos to communicate the message that can be effective 6. Design for ease of use—organized layouts that facilitate eye movement 7. Fast loading 8. Works on different size screens and different devices 9. Accessibility—needs to be available to people with physical challenges like low vision
Research indicates that it costs marketers _________ times as much to acquire a new customer as it does to retain a current customer
3-30
§ According to a recent Edelman Trust Barometer, 63% of consumers need to hear company claims ________ before they'll actually believe them.
3-5x
§ According to the Pareto Curve for usability testing, ___75%________ of usability problems are uncovered by __5________ user tests; and _100%__________ of usability problems are uncovered by ___15________ user tests.
75%, 5 , 100%, 15
§ _________________ % of mobile use by consumers is spent on apps.
89
adaptive design mobile sites
A different site is created for each user device -easier to program -requires more ongoing maintenance -desirable when dealing with making an existing site mobile friendly -low cost -flexible -fast to load -requires work to adapt to new screen sizes -allow the possibility of a different user to experience for each device
what is the difference between an identified user and an anonymous user for a site?
Identified profile: purchase or registration on a site can furnish data for personalization of communications, provide an email address for CRM contacts and provide information the customer is looking for Anonymous: utilizes ad serving, dynamic site personalization as the user is interacting
analytical CRM software
Includes database enhancement, performance measurement and selective targeting -contact management: software with multiple modules that emulate the salesperson's address book, daily appointment log, and customer files -sales force automation: integrates various modules and linking them to a central customer database, lessens bookkeeping requirements for sales force and permits the timely updating and transmission of customer info -CRM: software that is integrated on enterprise-wide basis, centralizes all customer data to make a 360 complete picture of the customer available at each contact point -SaaS: allows many users to share a powerful computing network over the internet
§ _____________ and ______________ service and support before the customer recognizes the need represents the final stage in the evolution of customer service practices within an enterprise.
anticipating and delivering
§ With each customer contact, more and deeper data is acquired by the marketer. This data leads to more personal and relevant ______________.
communications
§ Exceptional customer service delivers a sustainable ___________ for a brand.
competitive__________ __advantage
§ Companies should create a ________ of the customer across a comprehensive set of characteristics.
complete picture
demand generation process
content creation-->lead generation-->lead nurturing-->lead qualification-->conversion-->metrics
§ For B2B website usability, the _________ must meet the needs of "Choosers" and "Users". Why is this?
content; May have different B2B decision makers and end users
§ The biggest obstacle for companies to implement a CRM program is the ______________________.
cost of licensing the needed software
relational marketing
customers needs and expertise become the key, focused on growing customer value, two-way communication, seamlessly satisfying customer experience becomes the vision that guides all activities (customer focus, relationships, retaining customers, customer profitability, test/measure/refine) -a facet of customer relationship marketing that focuses on customer loyalty and long-term customer engagement
cascading goals
goals that cascade down from corporate company long term objectives-->company short term objectives-->department short term goals-->individual short term goals which then goes back to company long term objectives
how can marketers continue to improve websites?
Track and analyze data Make incremental improvements as indicated Consider when entire site redesign is needed
demand generation
entire process of developing customer demand for a product or service
adware
free, advertiser-supported software to download and display ads when user is online -when adware is installed without a user's permission it becomes spyware
§ ________________ is a consumer problem that is a big concern for businesses.
identity theft
marketing automation system
includes a centralized marketing database, an engagement marketing engine, and an analytics tool to test
what do e-commerce websites need
o Navigation that is easy to follow even though they have a large product selection o Images that present products in the most compelling way o Fast loading times for each page which requires compressing images among other technical requirements o A theme and approach that is appealing to target customers o Shopping cart, search bar, and sign-in is conveniently placed, usually close to one another o Easy to find contact information o Special offers appropriate to the target audience o Payment options clearly specified o A store finder function if the site is for a multichannel retailer
aids good navigation for a site
o Necessary elements (like a toolbar) on every page § Logo, back to home page button, contact info § Alt tags that describe images for accessibility o Breadcrumbs show user path through site o Site map § How can you measure the effectiveness of a site? -ongoing monitoring of site performance essential -IT responsible for operational performance -marketing responsible for business effectiveness
what considerations should be reviewed when assembling a team and developing a website
o Strategy and planning—the responsible executive and project leaders from different departments o Project management—a project manager o Information architecture and user interface design—one or more persons who specialize in designing environments, or designing user interfaces for optimum user experiences o Graphic designer for the web o Web technology o Site production
§ ___________ marketing gets the prospect's permission before pushing content to them.
permission
§ When setting objectives for a website, marketers must be concerned about ___________ in the overall marketing strategy for the firm.
the role of the site
what types of content make a website effective
-visuals (static, video, animated) -gamification (if applicable) -storytelling content
questions marketers should ask when developing a customer service strategy
1. What channels do our customers want to use? 2. Which of these channels do we do well? Which of the ones we do not do will can we get rid of? 3. Are we using the appropriate self-service channels for our customers? Do the tools provide a good experience to customers? 4. Have we given the call center agents all the tools they need to do their jobs well from the most effective call technology to access to customer records and to knowledge bases? 5. Have we made the experience a seamless whole, one in which customers are not subjected to long delays and to having to provide the same information over and over again? 6. Is some level of service available on all devices 24/7? 7. Are we getting consistently better at resolving issues on the first contact?
how firms like Koodo and Eddie Bauer establish a customer service culture
Koodo: -has built a customer community that answers 99% of queries -average response time of 4 minutes -offers incentives to participate in community -engages with community through gamification by allowing users to earn points and badges for answering questions and sharing ideas Eddie Bauer: -service a principle espoused by the original founder -mail order guarantee in 1945
potential benefits of testing landing pages
Landing page is constructed specific to the content or offer in one or more channels -can produce measurable improvements in the lead generation and management process
steps in the evolution of customer service strategy
Live customer service (in-store/telephone call center)-->web-enabled customer service (automated/with live assistance)-->self-service (on the web/on mobile)-->service via social and mobile platforms-->crowd servicing-->personalized and predictive servicing
4 core digital marketing strategies
acquisition, conversion, retention, value growth
CLV
customer lifetime value, net present value of a future stream of net revenue from an identified customer
CRM
customer relationships management
transactional marketing
long term approach, product-centric, relationship was owned by an intermediary in a channel of distribution, traditional mass media, focuses on the individual sale of a product or service (product focus, transactions, acquiring customers, product profitability, trial and error)
Higher lead quality indicates a _________ cost to qualify leads
lower
§ The gap between marketing and sales is filled with _________. Types of systems used by marketers to nurture, generate and score leads include Salesforce, Eloqua, Pardot and Marketo.
marketing automation systems
stages in B2B buy cycle/decision process
needs awareness-->research-->consideration and comparison--> procurement
roles of websites
o Increase sales revenue o Increase the visibility of the enterprise and its products o Advertise products and services o Act as the focal point for a content marketing strategy o Aid in brand development o Interface with brand social media sites o Provide customer service o Generate sales leads o Provide a platform for ecommerce o Retain and grow customers o Build an online community o Provide cost savings, especially in promotion and customer service
FTC guidelines for businesses protection of consumer privacy
o Privacy by design—companies should build in consumers' privacy protections at every stage in developing their products o Simplified choice for businesses and consumers—companies should give consumers the option to decide what information is shared about them and with whom o Greater transparency—companies should disclose details about their collection and use of consumers' information and provide consumers access to the data collected about them o IoT has made privacy design a larger issue
benefits of trust in a brand
o Reduced customer acquisition cost—advertising of trusted brands will receive greater attention, customers will be more loyal to trusted companies, reducing their need to acquire large numbers of new customers to replace defecting ones o Higher profit margins—customers are willing to pay a premium for products or services from a trusted supplier o Growth—trusted companies will be more successful in selling more to their existing customers and in converting visitors to customers o Long-term competitive advantage—a trusted brand and strong relationships based on understanding of customer needs will contribute to long-term success
potential B2B content channels to tell the brand story and reinforce image
o Social media o Website o Email o Video o Blog o Mobile o Search o Others
§ vestments in customer service technology should
only be made after customer data has been collected and customer segments/needs identified
§ _________________ communications can still occur without the customer registering on the website, with anonymous users and cookies.
personalized
PII
personally identifiable information any piece of data that can identify a person, alone or in combination with other data items; also sometimes called personally identifying information
vision of seamless customer service
provide the customer a totally satisfactory experience through every distribution channel the enterprise employs by means of any communications channel the customer chooses to use
steps to facilitate customer touchpoint with technology
retail stores, internet/e-commerce, telephone call center, direct mail/catalog, self-service kiosks, service technicians and in B2B, field sales representatives, social networks, mobile apps
SFA
sales force activities that support CRM business processes, and the software that supports them, that permit salespeople to work more effectively both in and out of their offices by providing electronic access to important documents, customer data, and support tools like calendars tools: call reporting and checking order/inventory status, direct mail sales lead generation campaigns, telemarketing, sales and marketing management tools
§ B2B buyers begin the process of purchasing with _________.
search
steps of purchase process
search (company sites, apps)-->social media (blogs, public platforms)-->content (webinars, case studies)-->other industry sources (experts, colleagues, trade associations)--> the salesperson
§ Customer loyalty is measured by the propensity of users to ______________________.
sign up for more
spyware
software that tracks consumer's activities on the web, usually without their knowledge
§ Among the benefits that exceptional customer service confers on enterprises that can deliver it is a __ _______________.
sustainable competitive advantage
§ ______________ is essential to success in the information age, especially for internet businesses.
trust
concerns a consumer might have when trusting a brand
§ •Consumers perceive a loss of control of personal information § •Identity Theft is a major concern § •Privacy Protection features contribute to brand trust
how should marketing strategy evolve to utilize customer data
§ •Good Technology Is Essential § •Listen, Analyze, Interact with Customers, Deliver Strategy Solutions § •Encourage Customers to Participate, Co-Create § •Be Able to Create and Execute "Just In Time" Strategy
when is designing an app the clear choice?
§ •Interactivity Is Essential (Games) § •Personalization Is Necessary (Financial Services) § •Complex Calculations, Reports Are Necessary (Mortgages) § •Certain Functions Are Required (Click-to-Call) § •Functionality Needed Even When Wireless Connection Is Not Available
why is providing exceptional customer service difficult
§ •Mobile Allows Customers to Seek Service Any Time, Any Place o •Social CRM broadens a firm's ability to listen and interact with customers •Customers Expect Quick Resolution •Increase in Self Service and Customer Interaction •Omni-Channel CS is Essential •Investments in CS technologies should be made only after customer data has been collected and customer segments/needs identified
how can a business provide customer service with social media
§ •Social platforms must be monitored consistently to identify customer problems § •Providing customer service in social media requires a considerable amount of employee time § •Companies can no longer provide excellent customer service without using social media
how can a marketer create an effective B2B website
· Understand target audience, create personas · Create right content for right journey stage · Put content where buyers are most responsive o Linkedin for B2B · Marketing and sales must work together · Track and measure results
the role of the CEO in promoting trust for a business
•Focus on Ethical Projects with Long-Term Impact •Communicate Personal Values •Empower Employees to Be Company Advocates •Consider All Sources, Including Social Media, to Engage the Public
conversion
•Identify Conversion Goals and KPIs (Key Performance Indicators) •Define and Acquire Target Profiles •Organize/Optimize Website Structure •Develop a Compelling Message •Use Effective Calls to Action •Enhance Shopping Cart, Lead Capture Processes •Test, Measure and Refine Issues: •Keep The Prospect at the Center of the Process •Central Database Stores All Data, Allows Tracking •Leads from Different Channels Have Different Acquisition Costs •Different Cost per Converted Lead
characteristics of a good app
•The Brand Must Have a Clear App Strategy •Helpful if Task Is Often Performed on the Go, not on the Desktop •The Brand Has the Resources (Programmers or Outsourcers) to Produce a Good App •The Target Audience Is Heavily Mobile
how social CRM allows a firm to better listen and interact with customers
Because mobile allows customers to seek service any time in any place
§ What is the benefit of using drop down menus on websites?
Reduces data entry errors
why can digital channels produce higher customer satisfaction
Accuracy and speed -companies can respond and engage with customers quicker and easier
how do marketers qualify leads
Asking a standard set of questions to determine needs and budget -determining whether a prospect has the characteristics necessary to make a purchase
BANT steps to qualify leads
B = budget: does the prospect have the money to purchase? A = authority: is the prospect the one making the decision? N = need: does the prospect have a defined need? T = timing: is the prospect going to buy now or later?
§ A ________ brand is one that generates more than half its revenue from business clients.
B2B
B2B Buyer Journey
Buyer's journey: the customer's path on the buying process 1. Who is making the purchase? A majority of business purchase decisions are made by a group, buying center 2. Why and what outcome is desired? What is the buyer's pain point, desired outcome, and what is his or her perception of the value 3. When is the purchase being made? The length of purchase cycle increases as price and risk go up 4. What content can answer the buyer's question? 5. Where does the buyer seek the information? Many sources for purchase decisions
responsive design mobile sites
Fluid site design that senses the user's device and automatically adapts to it -many DIY sites offer these -take more work to program and less to maintain -guaranteed to work -slower to load -guranteed to work on new sizes as they are introduced
stand alone mobile sites
Completely separate from the internet website -visitors must be redirected and that is usually time consuming and interferes with seamless CX -requires extensive maintenance -decline in popularity
demand generation vs. lead generation
Demand generation describes more of the entire process of developing customer demand while lead generation model separates lead generation and conversion (making a sale) but the process is the same Demand generation: content to drive awareness, interest, ends with desired action (conversion) Lead generation is second step in the process: drives interest, inquiry (Action), set of qualified prospects
how to develop customer profiles for anonymous customers
Develop customer profilesàanonymousàad serving, dynamic site personalizationàtrack resultsàrevise contentàanalyze data and refine models -created without the knowledge of the identity of the prospective customer
how to develop customer profiles for identified customers
Develop customer profilesàidentified (site registration, incentive marketing)àemail communications, personalized site contentàtrack resultsàrevise contentàanalyze data and refine models -compiled from data that are explicitly provided by a known prospect (filling out profile info on a known site)
usability testing
Exclusively designed to see if the site works in a user-friendly fashion according to the expectations of members of the target market
lead generation
Process of finding people (leads) who're likely to become your customers immediately or in the future. "Finding" people implies finding information about people, like their name, email ID or organization's name, all of which you can use to initiate a business relationship with them. You can generate leads organically and/or by spending money, depending on your resources.
SMART goals
S. specific M. measurable A. achievable R. realistic T. time specific
crowd servicing
Social activity -branded communities -ex: gardening and home tools firm Fiskars had a vibrant community of customers supporting one another in their crafting activities -women's site iVillage was founded on the idea of community bust lost traction -requires strong community -B2C community support replaced by product reviews
ultimate customer service goal for a company
Superior customer experience = ultimate goal Omni-channel=seamless across all channels for a consumer
social CRM
The use of social media and social media techniques to engage a business's customer base, it is seen as the next step in the evolution of social media marketing, a company can engage the customer and get direct feedback that will improve the business 2 benefits: -adds useful elements to our understanding of CRM, adds the role of listening to and interacting with the customer as well as meeting customer service needs in real time -provides a way to transition programs to platforms like Facebook and Instagram that consumers find engaging
eye-tracking technology
Tracks how people read news on websites, cameras allow the researchers to record the movement of a respondent's eyes on a web page -eye land in the upper left of the page -users usually look at only the first few words of headlines -respondents tend to look at 5 headlines before clicking Left is highest priority, middle is second, and right is lowest Also led to head maps which tracks the clicking
§ Website designers who want to prioritize a mobile-friendly design should take a ________________ approach.
bottom-up
§ ________________ are a key customer retention tool to increase the number of store visits.
branded apps
