Business Management Presentations Process Management

Obliterate your Customer Processes

1. www.toprightpartners.com 1 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET CORNER THE MARKET OBLITERATE YOUR CUSTOMER PROCESSES The Impact of Digital on Customer Processes Dave SuLon President and CEO, TopRight January 7, 2015 @TOPRIGHTPARTNER /TOPRIGHT /IN/MARKETINGSCIENTISTS

2. www.toprightpartners.com 2 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET §  UNDERSTAND – how digital has obliterated tradiTonal customer processes §  EXPLORE – an updated customer process model (the Customer “BuyWay”) §  IDENTIFY – ways to think about improving your markeTng, sales and service processes leveraging digital capabiliTes §  TAKE ACTION – by conducTng a 10-‐minute assessment for your organizaTon GOALS FOR TODAY

3. www.toprightpartners.com 3 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET Used your mobile phone app (Google, Urbanspoon, etc.) to ﬁnd a restaurant? Tried a business because of a friend’s post on Facebook? Avoided a business because of their negaTve reviews on Yelp? “Liked” a favorite business on Facebook? Bought daily deal vouches at Groupon for yourself or a friend? “Checked-‐in” at a business on Foursquare to get a special oﬀer? Researched service businesses online at Angie’s List before picking one? Reacted to banner ads that remind you about something to buy? WriLen an online review, tweeted or blogged when you have a bad experience? CUSTOMERS DO THESE THINGS EVERYDAY – ITS HOW PEOPLE BUY NOW HOW RECENTLY HAVE YOU…?

4. www.toprightpartners.com 4 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET STIMULUS FIRST MOMENT OF TRUTH (SHELF) SECOND MOMENT OF TRUTH (EXPERIENCE) TRADITIONAL MENTAL MODEL FOR CUSTOMER PROCESSES

5. www.toprightpartners.com 5 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET NEW MENTAL MODEL FOR CUSTOMER PROCESSES STIMULUS FIRST MOMENT OF TRUTH (POS) SECOND MOMENT OF TRUTH (EXPERIENCE) ZERO MOMENT OF TRUTH (ZMOT) WHICH BECOMES THE NEXT PERSON’S ZMOT Source: Google www.zeromomentoiruth.com ?

6. www.toprightpartners.com 6 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET WHAT CUSTOMERS DO BEFORE BUYING 50% 49% 38% 36% 31% 22% 22% 18% 41% 37% 33% 30% 20% 19% Searched online, used search engine Talked with friends/family about the product Comparison shopped products online Sought informacon from a product brand/manufacturer website Read product reviews or endorsements online Sought informacon from a retailer/store-‐website Read comments following an arccle/opinion piece online Became a friend/follower/”liked” a brand Looked at the product package in the store Read a brochure/pamphlet about the product in the store Talked with a sales person or associate in the store Looked at signage/display about the product in the store Tried a sample/experienced the product in a store Talked with a customer service representacve on the phone ZMOT 1st MOT TODAY, YOU ARE NOT BEHIND YOUR COMPETITION. YOU ARE NOT BEHIND THE TECHNOLOGY. YOU ARE BEHIND YOUR CUSTOMER. Source: Google www.zeromomentoiruth.com

7. www.toprightpartners.com 7 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET UNDERSTANDING YOUR CUSTOMER KEY QUESTIONS TO ASK YOURSELF How do customers iniTally discover me and conTnue to see/hear about my brand? How do customers research, evaluate and prefer my brand vs. compeTtors? How do customers become loyal advocates and share their brand experience with others? How do customers decide to buy from me and contact me? Successful businesses use strategies and tacTcs to target customers at all stages of the buying funnel for maximum awareness, leads, referrals and repeat purchases. REVIEW, REFER & REPEAT AWARENESS CONSIDERATION PURCHASE

9. www.toprightpartners.com 9 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET SAW TRADITIONAL OFFLINE ADS SPREAD WORD OF MOUTH CHECKED PRINT DIRECTORIES ASKED FRIENDS ? I love it AWARENESS CONSIDERATION PURCHASE REVIEW, REFER & REPEAT TRADITIONAL CUSTOMER PROCESSES

11. www.toprightpartners.com 11 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET “AUTOMATED” CUSTOMER PROCESSES AWARENESS CONSIDERATION PURCHASE OFFLINE ONLINE ? I love it SAW TRADITIONAL OFFLINE ADS SPREAD WORD OF MOUTH CHECKED PRINT DIRECTORIES ASKED FRIENDS SAW BANNER ADS SEND EMAIL/WORD-‐OF-‐MOUTH SEARCHED THE WEB CHECKED REVIEWS REVIEW, REFER & REPEAT

13. www.toprightpartners.com 13 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET AWARENESS CONSIDERATION PURCHASE Customers are inﬂuenced by many forms of media and diﬀerent actors at each stage of their process AWARENESS CONSIDERATION PURCHASE TOP DOWN VIEW OF FUNNEL REVIEW, REFER & REPEAT REVIEW “OBLITERATED” CUSTOMER PROCESSES

15. www.toprightpartners.com 15 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET HAPPY, ENGAGED AND PROFITABLE CUSTOMERS DO NOT APPEAR BY ACCIDENT. THEY ARE CULTIVATED THROUGH A SERIES OF INTENTIONAL MARKETING, SALES AND SERVICE PROCESSES. INTEGRATING CUSTOMERS INTO YOUR BUSINESS PROCESSES

16. www.toprightpartners.com 16 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET “RATHER THAN TREATING PEOPLE AS PASSIVE CUSTOMERS WHOSE NEEDS CAN BE ANTICIPATED AND SHAPED BY CENTRALIZED DECISION MAKERS, PULL MODELS TREAT PEOPLE AS NETWORKED CREATORS EVEN WHEN THEY ACTUALLY ARE CUSTOMERS PURCHASING GOODS AND SERVICES.” -‐ JOHN SEELY BROWN (2010) 16

17. www.toprightpartners.com 17 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET CUSTOMERS INTEGRATED INTO YOUR BUSINESS PROCESSES BEFORE AFTER SUPPLIER SUPPLIER CUSTOMERS CUSTOMERS PUSH PULL MARKETING SALES SERVICE P E R I O D I C & T I M E B O X E D F I X E D & S T A N D A L O N E O N E T O M A N Y B R A N D M O N O L O G U E P E R S U A S I O N P L A N N E D & P R O M O T I O N A L A N O N Y M O U S P U S H C O N T I N U O U S & R E A L T I M E A D A P T I V E & I N T E G R A T E D M A N Y T O M A N Y C U S T O M E R D I A L O G U E A U T H E N T I C I T Y A D -‐ H O C & C O L L A B O R A T I V E K N O W N P U L L

18. www.toprightpartners.com 18 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET customer INVESTMENT LOW COST HIGH COST NEED WANT CUSTOMER MINDSET STAPLE NECESSITY LUXURY SPLURGE To Execute Your Strategy with Success You Need to Know the Path Your Customers Take UNDERSTANDING YOUR CUSTOMER’S “BUYWAY”

19. www.toprightpartners.com 19 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET DAY 1 DAY 3 REVIEW & REFER BUY CONSIDER AWARE DAY 1O DAY 11 DAY 15 DAY 16 DAY 17 DAY 18 DAY 24 Decides to buy new car 3 clear frontrunner vehicles in her mind Previous inﬂuence by TV, radio & print Researches 3 favorite cars: safety, price, fuel econ Visits car reviews sites: Edmunds, Kelly Blue Book Time passes (Busy at work) While surﬁng clicks banner ad for dealer Visits dealer website to review inventory Researches other favorites, visits dealers sites for pricing/ inventory Time passes (Busy at work) While surﬁng sees ad for 1 of the 3 dealerships (retargeTng display ad) Ready to visit in person searches maps for dealerships Checks online reviews on Google Place pages Aier a long day, negoTates & buys Aier purchase, she “likes” them on Facebook for maintenance oﬀers Writes reviews on Google Tweets about door ding & dealership replies “Come in for a free touchup!” FAIRLY COMPLEX CUSTOMER BUYWAY: CAR PURCHASE

20. www.toprightpartners.com 20 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET •  Predictable purchase behavior driven by mass markeTng •  Best explained by a linear progression down the buying funnel SUMMARY AWARENESS CONSIDERATION PURCHASE REVIEW, REFER & REPEAT •  Customers became aware of business via “mass markeTng” on relaTvely few oﬄine channels (local TV, radio, newspapers, magazines, direct mail) •  Customers personally asked a few colleagues, friends and family for recommendaTons •  Customers used local print directories like Yellow Pages •  Customers told a few close friends about their like/dislike of a business (tradiTonal word-‐of-‐mouth) •  Customers loyalty inﬂuenced by direct mail •  Complex purchase behavior inﬂuenced by ads, user content and social media •  Best explained by a spiral zigzag around the buying funnel •  Customers bombarded with ad messages across thousands of oﬄine and online channels PLUS customer generated content on social networks, review sites, blogs, videos sites, etc. •  Customers instantly get input from hundreds of people on social networks •  customers research mulTple businesses on their websites, blogs and review sites •  customers inﬂuenced by target ads •  Customers use search engines, review sites and daily deal sites (on both web and mobile devices) •  Customers use web/mobile to immediately comment review, rate and rant about their experience, inﬂuencing friends and many others via social and review sites •  Customers loyalty and repeat buying inﬂuenced by engagement on social sites PAST PRESENT RECAP ON CUSTOMER PROCESS TRANSFORMATION

21. www.toprightpartners.com 21 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET CUSTOMER ENGAGEMENT IN THE IMMEDIATE FUTURE A MERGING OF ALL THE MOMENTS OF TRUTH •  MOBILE – is the accelerant •  IMAGES AND VIDEO – enhance the experience •  PROXIMITY BEACONS – close the gap between digital and physical •  REWARDS-‐ drive loyalty and advocacy

22. www.toprightpartners.com 22 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET SO WHAT’S NEXT FOR YOU? •  REDESIGN – your processes to reach, engage and collaborate with your target customers through the right channels at the moments of truth along their BuyWay •  EXECUTE – your Customer BuyWay strategy i.e. –  Targeted (and retargeted) adverTsing –  Content markeTng –  Social media markeTng –  Campaign management –  Sales conversion tools –  ReputaTon management –  Advocacy programs SHOWING UP IS 80% OF LIFE •  ASSESS – your digital markeTng capabiliTes to reveal opportuniTes •  MAP – the Customer BuyWay for your products and services

23. www.toprightpartners.com 23 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET Digital Marketing Opportunity Assessment Completed For YOUR COMPANY- January 7, 2015 Overall Integrated Marketing Strategy Assessment Score è Your marketing aims to be customer centric and responsive to member needs. è Your marketing is aligned to business goals. è You have occasional discipline on writing plans for the marketing team, and each channel. è Your integration between channels is weak in several key areas -although clearly the teams are collaborative. è For your size of company and industry, our benchmarks show you to be placed in the midway area of our Opportunity Grid. è Your primary areas of opportunity are: 1. Adopting an analytics-driven approach to content and outbound campaigns would improve segmentations and relevancy, and boost conversions. 2. While many digital channels are optimized themselves, there is limited integration, which may be frustrating or annoying to customers – and leaving money on the table. 3. Social and search may be a key area of optimization by adopting a “learn and test” methodology based on engagement metrics in both channels. 65 Integrated Marketing – Areas of Opportunity Score Content Marketing – Areas of Opportunity Score è Most marketers also do not have a formal plan for integration. This is an opportunity for investment, probably in small steps. è Any investment in this area will require human and process investments. è By incompletely gathering and integrating data, you are not able to fully understand your customer journey around various channels. This could have an impact on revenue, AOS, loyalty and engagement. è You are not capturing or data in real time, and may be losing sales opportunities through customization. 43 è Content marketing is a core area of marketing for you. You have consistently high benchmarks in this area. è Your content is bold, on brand and engaging. Sharing metrics and acquisition strategies must be optimized to align with content marketing. 84 Digital Analytics – Areas of Opportunity Score Digital Advertising – Areas of Opportunity Score è A digital analytics plan is an imperative, and without it, your ability is limited for identifying and optimizing successful strategies. è Many B2C marketers of your size have limited analytics staff, however this can be outsourced for early learnings. è Your analytics presence is so limited, that a quick start program is advised. Start with a fractional attribution model. Then focus on an area (or channel) of mid- strength to demonstrate the value and improve the case for investment. 32 è Digital advertising is a core area of marketing for you. You have consistently high benchmarks in this area. è Digital display could be a great source of analytics on customer and prospect conversation, language and behavior, which may provide new insights for content and outbound. è Your use of programmatic solutions could be an accelerator for your branding reach and acquisition. Further analysis of success metrics is needed to fully assess the opportunity. 78 Email Marketing – Areas of Opportunity Score Social Marketing – Areas of Opportunity Score è You are so reliant on this channel, and the use of a formal plan and KPIs is an imperative for continued success. è Personalization of message and cadence is a vital part of your brand, an important to continue. è As purchase or participation compels the permission grant, a welcome series and personalized recommendations would improve subscriber value. è You are following most good practices for sender reputation, but may have opportunity in this area. è List growth should be higher, and an area of focus for digital, website, customer service and social teams. 81 è Social marketing is a core area of marketing and brand position for you. You have consistently high benchmarks in this area. è Social success is not limited to popularity (“likes”) but must be linked with actionable content and sales. è Your use of social could be an opportunity for integration with outbound messaging and content marketing. 78 Mobile Marketing – Areas of Opportunity Score Search Marketing – Areas of Opportunity Score è Mobile is the common denominator for all digital experience, and having a defined mobile plan that is synched to all other channels is essential. è Your outbound campaigns are somewhat optimized for mobile. Investment here will be determined by data on mobile use by key audiences. è Overall, mobile customization is underutilized. Given your business model, mobile experiences may not be a current area of focus, but will become increasingly important in future. 40 è Like digital advertising, programmatic SEO and SEM are core areas of marketing for you. You have consistently high benchmarks in this area. è Search data could be a great source of analytics on customer and prospect conversation, language and behavior, which may provide new insights for content and outbound. è While much of SEO is commoditized, there are newer services that provide richer insights, predictive models and automated optimization. These may be worth exploration. 81 Benchmark Score: B2C Companies Your Rank Benchmark Score: Digital Team Size Your Rank Of all the B2C companies who have completed the TopRight Assessment, the average overall score is: 74 87% Of all the companies with a digital team size of 6-12 who have completed the TopRight Assessment, the average overall score is: 82 79% •  Benchmark your digital markeTng capabiliTes •  IdenTfy opportunity & vulnerability •  Calculate your integrated markeTng potenTal •  Get great ideas for 2015 process improvements It Only Takes 10 Minutes! toprightpartners.com/ engagement/tools/) TAKE ACTION: TOPRIGHT DIGITAL ASSESSMENT

24. www.toprightpartners.com 24 © Copyright 2014 TopRight®, LLC. All Rights Reserved. CORNER THE MARKET Dave Suoon President and CEO Oﬃce: 678-‐384-‐6700 Mobile: 404-‐229-‐0234 Email: dave@toprightpartners.com TopRight, LLC 950 E Paces Ferry Road Atlanta Plaza, Suite 2195 Atlanta, GA 30326 @TOPRIGHTPARTNER /TOPRIGHT /IN/MARKETINGSCIENTISTS CONTACT ME

Obliterate your Customer Processes

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