Organisations that thrive are putting their customers in the driving seat, delivering greater value and ensuring an easy, delightful customer experience, leading to an expanding and loyal customer base and improved, continuous profits.

1. The journey to centre of
customer centricity
Jeffrey Evans
@Tarquin61
#changeagent
#customercentric
NASA Goddard Photo & Video via Flikr

2. In case you missed it there has been a
Digital Transformation taking place
www.shutterstock.com/Ververidis Vasilis

3. In case you missed it there has been a Digital Transformation taking place
There has been a seismic shift in marketing driven by customers and technology
The rising of the customer experience tectonic plate against the technology tectonic plate.
This seismic shift is driving the digital transformation of companies.
• Digital transformation is a result of businesses seeking to adapt to the onslaught of
disruptive technology impacting customers and employees.
• The Altimeter Group define digital transformation as: The re-alignment of, or new
investment in, technology and business models to more effectively engage digital
consumers at every touch point in the customer experience lifecycle.
What has digital transformation got to do with creating a customer-centric organisation?
• It is a catalyst for why it now imperative that you become a customer centric
organisation.
• Why? There are two compelling factors – customer experience and technology. Let’s
look at Customer Experience first.

4. This is where your customers
now live

5. This is where your customers now live
our customers now live
• The web changed that by giving unprecedented power to customers.
• Before most companies had an information advantage over their customers. If a prospect was looking for
information they contacted the sales department
• But the web, well it changed that dynamic completely.
• Two factors were behind the change.
• Search engines made finding information quick and easy.
• Open information exploded.
• Think about how you seek information now? Where do you turn to first? Hands those who go to Google.
• Social media.
• We became connected to each other through social networks, able to instantly share information with
peers across a multitude of virtual communities.
• Open communication exploded.
• If your customers are using the web to seek information and to connect, how are you connecting with
them and how are you harvesting this information ?

6. The way customers engage with you
has changed.

7. %
Recommendation from people I know!
Nielson Consumer Trusts in Online, Social & Mobile Advertising Grows
Consumers trust recommendations from
peers over all other forms of advertising

8. Consumers trust recommendations from peers over all other forms of advertising
• The way customers engage with you and their expectations has changed.
• For a marketer this has massive implications.
• In the Nielson study if consumer trust recommendations from peers
• where do you think marketing kicks in?
• The next trusted source at 70% was consumer opinion posted online,
• Followed by editorial content – like newspapers at 58% -
• It is not until we get to branded websites that we get to where marketing can make an impact at 58%.
• How can you align your marketing and gain trust?
• Given all customers are not the same
• What is different about your customers journey to you?
• What are their expectations?
• What are the touchpoints they frequent?
• How do they use them and with what devices?
• And leads me to the next critical factor to consider;

9. The technology landscape is changing rapidly

10. 76% CAGR

11. Marketing Technology Landscape is changing
• These charts comes from Scott Brinker – the man behind the Chiefmartec
blog.
• I’d like to give a quick plug to ADMA who are an excellent industry body.
• They are hosting the Global Forum in July and it is a must attend event for
marketers.
• Scott Brinker will be speaker and I urge to book a place, or at the very least
sign up for Scott’s blog it is a great investment of your time.
• Anyway Scott started mapping the marketing technology landscape back
in 2011. Then there were around 100 vendors in the Marketing
Technology Space. Today there are approx 950 vendors.

12. So what does all
this mean?

13. So what does all of this mean?
• Customer behaviour is changing
• How they engage with you has changed
• Multiple touch points across multiple technology platforms
• Expectations that you will know me as I move through each touch point
• Customer Experience Strategies operate in Silos
• Data is abundant but no one owns the relationship between customer
behaviours.
• How do you create a seamless experience across your business silos?
• Driven by a digital transformation
• How can being customer centric create an advantage for your company?

14. Connecting data with your
customers journeys

15. The Customer Journey
Digital Marketing Layer
Technology Layer
Prospect
Search Blogs & Communities Social Media
WCM
Key word meta data
Corporate Web page
Product Solutions
Program Benefits
Marketing
Automation
Landing Page
Enquiry Form
Lead Scoring
CRM
Campaign
Lead
Opportunity
Case
SEO/SEM
Keyword Search:
Organic
Paid
Branded
Non branded
Long tail
Content
Videos
Whitepapers
Testimonials
Best Practices
Insights
Infographics
Website
Hypersite
Microsite
Landing pages
Forms
Lead Nurture
Programmed emails
based on actions and
activity of prospect
Buyers Journey
Social Listening
Positive
Negative
Competitors
Customers
Customer Portal
Resource Centre
How to guide
Service Centre
Customer
D.A.M
HTML Templates
Microsite Templates
Campaign Stats
Approvals
Content Management
Sales
Information Seeking Influencing & Educating
70% of the buying process is now completed by the time the prospect engages with sales*
*Sirius Decisions, Buying in to longer sales cycles

16. The Customer Journey
• 70% of the buying process is completed by the time your prospect
engages with sales and this is a visualisation of the Marketing Layer and
the Technology layer and the lines connecting them is data.
• At each point along the buyers journey is an opportunity for you to collect
data and then to use the data to enhance the experience or provide
content – curated or shared as you influence and educate.

17. The Customer Journey
Phone
Digital
Web/Email
Partner/
3rd Party
Offline
Fax/Mail
Sales
Company Data
Marketing Data
360oViewofCustomer
Transaction
Account
Engagement&ResponseChannel
CRM
Web Analytics
Content Context
Lead Nurturing
Personalized
Marketing
Multichannel
Marketing
Marketing
As a Service
Lead
Generation
On boarding
Early
Engagement
Growth
Prospect
Retention
Attrition
Win Back
Data
DataInsights&Modelling
Channel
Social Media
The close loop. Data is a conduit and delivery system for creating customer experiences across
your touch points. A Data Management Platform will help you manage the journey.

18. The Customer Journey
• If digital channels are the engagement mechanism, then data becomes the
conduit and the delivery system for customer experiences across the touch
points.
• Why just stop at Digital Channels? In an Omni channel world, how are you
tying all of the data together?
• Do you have a 360 degree view of your customers? Have you integrated your
marketing data with company data like transactions?
• Do you use data modelling then to drive your marketing content?
• What context do you deliver the message via personalised one to one
marketing, or perhaps marketing as a services – think customer portal
• Today a new wrapper is available to manage this. A data management
platform.

19. Your customers are not the same,
don’t treat them that way

20. Look out behind you – change is coming

21. Look out behind you - change is coming
• The journey to customer centricity is not easy – like Jules Vern’s story there were many
twists and turns along the way. You will come across many roadblocks along the way.
• Don’t be discourage – don’t give up. Become a change agent. Find people like you in
the company. Look for a senior leader who shares your vision and has the courage to
enable change.
• Read, join forums and blogs, attend events like this one. The landscape is changing
rapidly and new technology and skills are required to keep on top.
• The payback is enormous – companies that do this well out perform competitors by
23% on average. It is hard to demonstrate the ROI.
• Let me leave you with a quote form Scott Monty. He was Fords head of Digital
Communications. When asked about the ROI of digital transformation he quipped
"what's the ROI of putting your pants on every day? It's hard to measure but there's
negative consequences for not doing it"

22. Where are you on this journey?

23. Thank
you
Let’s start a conversation!
@Tarquin61
Join the discussion on
LinkedIn: