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Improve Customer Experiences With Big Data

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#DataTalk Improving Customer Experiences with Big Data


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Join our #DataTalk on Thursdays at 5 p.m. ET This week, we talked with Matt Seeley, President of Experian Marketing Services, Mark Johnson, President and CEO of Loyalty 360, and Ginger Conlon, Editor-in-Chief of Direct Marketing News. Our big data Twitter chats are hosted by our @ExperianDataLab. Check out the resources and tweets from this chat: ex.pn/custexp


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How has big data changed the way consumers engage with brands?


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The challenge of simplicity. Brands are struggling with listening to and understanding their customers. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty #DataTalk ex.pn/datatalk


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It’s not so much that data has changed the experience, but we have seen a rise in channel proliferation. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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The web is awash with data -from product specs to reviews -buyers can use to inform their purchase decisions. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy #DataTalk ex.pn/datatalk


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Brands want to create simplicity in their engagement, yet data, and disparate technology make it “challenging” - lack of metrics. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty #DataTalk ex.pn/datatalk


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Buyers can learn more about brands than ever before and may find a reason to align with a brand. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy #DataTalk ex.pn/datatalk


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Brands are challenged in how their technology providers are listening to them. They feel disconnected. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty #DataTalk ex.pn/datatalk


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Why is big data important for the customer experience?


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You don’t need every data point. You need the data that works at the right time for the right customer. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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For every Amazon.com, there are hundreds of brands who are not. Analytics can be cold. Humanizing it is challenging. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty #DataTalk ex.pn/datatalk


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It’s the intelligence gleaned from big data using technology that puts the customer at the center. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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80% of companies say they deliver a great customer experience. 8% of customers agree with them. Jay Stocki VP of Digital at Experian Marketing Services @jstocki #DataTalk ex.pn/datatalk


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Brands can learn specific customers’ experiences/preferences and aim to deliver on them. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy #DataTalk ex.pn/datatalk


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How do brands define and think about the customer experience?


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Today’s brands have to consider customer experiences across the whole journey - not only one area. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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Brands want to make experiences “personal” yet what is personal is vastly different and the ability to personalize is challenging. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty #DataTalk ex.pn/datatalk


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Focusing on channel, like a website or email, is no longer enough. Brands must think about the entire customer journey. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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Too many brands equate customer experience and service. The latter is just one element of the former. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy #DataTalk ex.pn/datatalk


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Customer experience in marketing includes relevance/timing of communications, delivering on brand pormise, etc. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy #DataTalk ex.pn/datatalk


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What is a brand’s greatest challenge with creating intelligent customer experiences?


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The biggest challenge is thinking like their customer - empathy and understanding. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty #DataTalk ex.pn/datatalk


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Globally, marketers now see the lack of a single customer view as their number one challenge. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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The biggest challenge is getting a holistic view of customer data. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy #DataTalk ex.pn/datatalk


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Challenge is what technology. Not everyone has Apple’s or Amazon’s revenue to invest not the intellectual bandwidth. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty #DataTalk ex.pn/datatalk


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Another challenge is organization silos, lack of collaboration with competing goals. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy #DataTalk ex.pn/datatalk


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What is the greatest opportunity for big data innovation in the customer experience?


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Contextual relevancy is one. Consistency across channels is another. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy #DataTalk ex.pn/datatalk


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The ability to create smarter personalized experiences. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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Contextual relevancy is one. Yet, as we stated, opportunity is to ID person across channels. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty #DataTalk ex.pn/datatalk


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Sometimes you don’t need innovation; sometimes you just need to get the customer experience basics right. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy #DataTalk ex.pn/datatalk


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Transforming the customer experience into a natural conversation between the customer and brand. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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Have great customer experiences always been data driven?


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Great experiences are not always data driven. Experiences are and should be natural. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty #DataTalk ex.pn/datatalk


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Brands create emotional connections with people, but it’s data that allows that connection to become essential. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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Many have been, because great customer experience starts with understanding specific customers. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy #DataTalk ex.pn/datatalk


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How are sophisticated brands approaching big data?


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Successful brands have one thing in common; they continue to focus on the customer. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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There’s also great customer experience that stems from understanding people in general. Consider the Tiffany blue box. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy #DataTalk ex.pn/datatalk


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The most successful brands pay attention to how customers interact w/ their brand across various channels and devices. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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Brands that can discern their unique customer opportunity via listening and understanding of how the customer experience leaders are engaging. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty #DataTalk ex.pn/datatalk


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Predictive analytics can help us refocus marketing back on the customer. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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How does a brand get started leveraging big data to improve the customer experience?


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Find the right customers - not all the customers. Listen to them and engage. Make it simple. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty #DataTalk ex.pn/datatalk


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One way is to use it to uncover customer pain points. Prioritize them. Resolve them. Ginger Conlon Editor-in-Chief, Direct Marketing News @customeralchemy #DataTalk ex.pn/datatalk


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Brands need to understand what data they have (too much), what they want to do, and realize what they can do. Start and then react. Mark Johnson President & CEO, Loyalty 360 @MJohnsonLoyalty #DataTalk ex.pn/datatalk


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Build a data and tech strategy around the customer. Matt Seeley President, Experian Marketing Services @mseeley6 #DataTalk ex.pn/datatalk


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Join our #DataTalk on Twitter on Thursdays at 5 p.m. ET. experian.com/datatalk


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