Marketers must back with its legs in the clay, says William Rossieau, CEO of GX Software. Only by short-cycle work – drawing hypothesis, test, analyze, adjust and start again – after all, we can respond optimally to the customer journey. communicate relevant. At the same time, we must keep track, because personalization is only meaningful if it happens across all channels. And we must again remain human. Behold the challenges of marketing in the year 2016.
William Rossieau working since the start of his working life in 2002 at GX Software, that helps companies make personal digital channels. That’s not a lack of ambition, because Rossieaus career is the textbook example of the trainee who was CEO. He not only helped the company grow, but also their clients. He and thus sees looked like no other the potential that there is for businesses that operate on the basis of the customer journey – and the challenges that entails
Customer journey
. the bush, how Rossieau see the customer journey, where we talking about? “The customer journey is the path of action that makes a buyer or potential buyer. There are two: one from the organization and from the customer “Yet there can this definition be a difference in perception about the concept, because where that path begins and ends.? “Look at the opening of a bank account: that a customer journey or is that a Use Case – and only part of that journey?”
“We prefer to watch at the bigger picture, but we find that many organizations use customer journeys mainly use case. That’s understandable, because by making it small and keep it is feasible, manageable, measurable. The complete support of the whole of customer journey is in most cases still a bridge too far. Incidentally, we prefer to talk about the customer lifecycle . By listening in that process and see what the client can communicate relevant. “
” The customer journey must for your organization just as integrated as the customer “
Distinction
today there is much focus on the customer journey -. or the customer lifecycle, if you like a lot. organizations pounce on it. is there really room for as an organization to be different? “the mechanism in itself is indeed not distinctive, but how you apply it. as I said, we see that it is currently mainly used from that one use case, but there are many more forces to reach a customer journey. “
” Ultimately, it is still something unknown for many organizations. It takes you in a different way going to communicate with your customers. That you must learn, you have steps in place. So you have to go short-cycle test: Are you able to communicate relevant “
” The essence is that you set a goal and see what you need to make to achieve that goal?. That has an impact on the entire organization, all applications, on all channels, et cetera. But you have to start somewhere and try to realize the unifying factor in all areas. Again until the customer journey for your organization is as integrated as the customer “
About the channels through
communicate more relevance, personalization:. Many of them companies have mouthful . But the practice unmanageable because most organizations do not come much farther than coarse segmentation. “Personalization within a single channel, we were able in 2002. If someone regularly click through to Ajax articles, you know that it is an Ajax fan and you can add that to his / her profile based on this, the website shows more information about Ajax and provides the relevant merchandise to and just as important:.. articles like the PSV yearbook are omitted for that person, as are other complaints about . “
” the crux is that you should not personalize inside the channels, but across all channels. For that you also need to collect information across all channels. You have the complete profile information is needed in all interactions to allow all channels to match. “
” Personalization within a single channel we could 2002 already. “
whether your organization then also be able to interact one-on-one with clients …?” It should also be manageable to do that through your website or customer portal. a beautiful case is a customer of our ANWB. they had a campaign designed to upsell their Roadside Netherlands service to those in Europe. for this, they have targeted people we knew the holiday and that with the car went camping. “
” the people who example went to France with the caravan got to see a message such as’ Safe camping in France? Close Roadside Europe off! “with these expressions AA achieved 60 percent conversion, because they showed it to the right audience. So everyone went crazy. But someone did unfortunately not long “
” For when asked the smart question. “How often are these banners actually shown” That turned out to be only a few hundred times the expressions were so super relevant and. therefore had a kneiter high conversion, but the scale was very limited. it was not feasible to create expressions for all audiences. so you have to always look for the optimum balance between creation and conversion, is a trade-off . “
” You must always look for the optimum balance between creation and conversion, it’s a trade-off. “
it is waiting for the moment that the creation of such statements can be automated. “We still get a lot of questions back from customers such as,” Should we for all those groups create content “And that’s not even just the case with extensive segmentation or personalization. Recently a customer who distinguishes four groups, where we found out that there was no content for those audiences. So it has been playing at the level of basic segmentation. “
Moreover, segmentation is increasingly dynamic.” It is fortunately not just about demographic characteristics and so on. And not persona that Anna and Ben called. A segment consists of people who have the same profielkenmerk. it could also be that they all have the winkelmand achtergelaten in step 3 of the bestelproces. “
data
such segmentation is of course necessary data. Larger companies have an advantage when betting on personal communication with the greater availability of data? “Not necessarily. Smaller companies, and particularly startups, have the advantage that they do not have too many applications and legacy systems, such as ERP systems from the ’80s. “
” Mature organizations do have the advantage that they a lot of data have so much on their customers know: who are they, how they prefer to communicate, but I last saw nicely worded: dates are as crude oil you have to edit it before you can throw in your car with it too. drive. And the data processing is a challenge not only technical but also organizational. “
” Take the example of a large bank. Which still has a department Pensions, Insurance department, and so on. Often enough, such a bank then also various ‘my environments’ in which customers can view services. That makes it all difficult to understand the front with whom they are dealing. “
” Data as crude oil. You have to edit it before you can throw in your car to drive it. “
Internal conflict
” And then another is the fact that, in many organization is an internal competition. There are different groups within an organization that all gather profile information and then not share. in addition, you have to deal with competition between departments, such as sales wants more sales and marketing that must ensure that all expectations be fulfilled “
” the same can play between product groups or teams set up a communication channel (a web team, a social media team, appteam) or by product -. for example, in banks, which have separate departments for loans, mortgages and pensions). If the interests of these teams are not the same, this has an impact on the customer. Through these classifications it may be that client data can be heard integrated throughout the organization, spread across individual departments. And that is a good performance in the way. “
Customer experience management can be seen as the work on the basis of the customer journey, where your organization all contact with (potential) customers during the purchase and use trial registers and coordinates, both offline and online. This process requires that all channels on the customer side and all underlying applications are cross-connected with each other. And it goes even further than that. “It should be embedded in the DNA of the organization and company-wide propagated. Only then can employees in service and support departments fulfill the promises that have done their marketing and sales colleagues in the buying cycle to customers. “
Feels senior management above the interests sufficiently? “Yes, just look at all the reports. Virtually every company argued therein that their customers are their most important asset. But then the game begins. also accepts the organization that things have to change? For example, it may have consequences for the staff “
Company journey
Play the differences between B2B and B2C marketing a major role when it comes to customer journeys Rossieau:”? There are a lot similarities. but the main differences are 1) to B2B a complex decision-making unit , so you not only have to deal with a customer journey, but also a company journey and 2 ) that the number of transactions in B2B often lower, but a sale value higher. “
” it also ensures that in B2B more need for personal contact [which was also the result of recent B2B marketing research, ed.] and thus to reducing the personal aspect in communication. “
What does Rossieau with that ‘company journey’?” That personal contact is always important, even in B2B. But you have as an organization you look wider than one contact. you’ve got to figure out how all employees of an organization to behave in relation to you as a supplier or potential supplier. Which people do you have contact – personal or not – how often, what is their role and decision-making level, which kind of information can provide important insights on the aggregate level “
” In B2B you have to deal not only with the customer journey, but also a company journey. “
After-sales
the customer journey, the focus is often on the process to purchase a product or service. Rossieau looks just prefer to go to the part of the customer journey that takes place afterward because it is much more important. “Of course it is not that we pay attention to sales, but many of our customers have found that a large portion of their sales come from existing customers. This involves financial institutions, (semi-) government, telecom providers and fangerelateerde organizations such as non-profit companies and sports clubs. “
” When a customer consultation to develop a new website figured lady customer service ever for 90 percent of total sales were realized through the customer portal, while all the attention in the project focused on the website as a shop window. it did lead to furrowed brows. “
” in the process after the purchase are a lot of key moments, moments of truth . Right there you can distinguish the brand or organization. “
” In the process after the purchase are a lot of key moments, moments of truth . Precisely where you can distinguish the brand or organization. Suppose the purchased product does not work. Whether you have an injury that you submit to your insurer. If you give at home at that time, as an organization, you create loyalty. Are you at that time but not for the customer, then you quickly grab a ‘fail’ on social media. “
” What do people namely, if something goes wrong? Research shows that most do not go to your website – and if they do, it is only to look up your phone number they also do not go to the self-service section to themselves to solve their problems no, all the other channels, they often use.. their complaints and desires than the channels they used to make the purchase in the first place. they call, email or come to your store. Especially it is essential to have all your channels connected to each other, so you know what play until you have a complete picture, and can offer the best solution at the moment for that person and therefore you create customers for life “
” If you optimize a single process, you increase your conversion doubt. But that you have not yet improved the customer journey. The latter requires the interconnection of all the processes that go through clients. Because that you offer the customer a continuous experience. “
Offline
All processes. For many companies, this means that offline customer contacts must be integrated. What developments will see Rossieau on that front? “There is increasingly experimenting with ibeacons. And it can be useful as a salesman in a store the customer profile from the website or app has available.”
But right here is also a danger lurking. ” the dividing line between relevant and irritating is very thin. it is an intricate game where the challenge is for organizations to determine the ultimate optimum in personalization. Let me give you an example. If I normally half a loaf when doing the bakery and then ask for two loaves of bread and four croissants, which bakers can ask, “So, have you guys?” But how I experience it as a customer I find this personal approach to fine or appear to me too close and how I experience it as a major? organization makes such a comment? “
” The dividing line between relevant and irritating is very thin. “
” It is therefore very important that your questions and information are hit Louisa Heinrich describes in one of her articles her frustration with the recommendations include Netflix How Netflix provides that and why have there not affected by a user on That is a very important aspect..?: how much data you’re pounding, you must ensure that you remain human. “
” that works also on the basis that people will realize that the information they provide to a company value. The privacy issue around data and personalization is going to be important and affect the behavior displayed by people. I think privacy is a product and that people will increasingly cautious are in the information provided by them. “
Legs in the clay
Earlier Rossieau called that customer experience management company-wide plug needs and the management of an organization ‘on board’ should be to implement it successfully in an organization. What it needs, according to him of us as marketers? “it takes you marketing operates in a different way than 10 years ago . marketers need back with its legs in the clay they need to be flexible, customer communication is in fact shifted from forward to dialogue, allowing marketers must continually respond to the needs of the customer they have – to some extent – understanding and perception.. have data and technology because it allows them to short-cycle work:.. create hypothesis, test, analyze, adjust and start again “
” That’s the only way to customers you keep. People assume that a company understands them and meets their expectations. This is a hygiene factor. This time is not called the ‘ age of the customer “: is there really a thing is shifting. And you have an organization in it. Or even better. It you have to be up “
Interesting content See all the articles in the special Customer Journey
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