Brand promises must be aligned with compatible brand actions if marketing is to create genuine, customer-focused value

1. Brand promises +
brand actions =
brand value $
Mitchell Mackey
mitchell_mackey@hotmail.com
+61 402 790 723

2. Agenda
The opportunity
The solution
The integration imperative
Metrics and goals
mitchell_mackey@hotmail.com
+61 402 790 723
2

3. Brand promises must be
matched by brand action
mitchell_mackey@hotmail.com
+61 402 790 723
3

4. You cannot
consistently
frustrate your
customers & keep
mitchell_mackey@hotmail.com
their business
+61 402 790 723

5. Too many sales teams are
forced to be hunter killers
mitchell_mackey@hotmail.com
+61 402 790 723
5

6. Process, culture & I.T. issues
mean few leads are harvested
Lead gap
mitchell_mackey@hotmail.com
+61 402 790 723
6

7. Complexity reigns in today’s
sales & marketing funnel
mitchell_mackey@hotmail.com
+61 402 790 723
7

8. Agenda
The opportunity
The solution
The integration imperative
Metrics and goals
mitchell_mackey@hotmail.com
+61 402 790 723
8

9. In a commoditized world, brand
experience is the differentiator
Experience-based differentiation:
A systematic approach to
interacting with customers
that consistently builds
profitable loyalty
mitchell_mackey@hotmail.com
+61 402 790 723
9

10. Embracing the future means
we must integrate our silos
mitchell_mackey@hotmail.com
+61 402 790 723
10

11. Brand promise + brand action
Making promises
Communicate image Deliver value
Keeping promises
TV Print Shows Direct Email Web & Call Retail/ Supply Sales Product
& & mail social centre Distri/ chain
radio events media butors
mitchell_mackey@hotmail.com
+61 402 790 723

12. Apple’s brand eco-system
promises and delivers
Emotional products
Hi-touch design
Engaged staff
Cool software
Integrated marketing
Sexy retail space
Elegant packaging
Leadership
mitchell_mackey@hotmail.com
+61 402 790 723
12

13. From the funnel to the cycle
mitchell_mackey@hotmail.com
+61 402 790 723

14. New school marketing
mitchell_mackey@hotmail.com
+61 402 790 723

15. Filling the process gaps
Marketing Sales
mitchell_mackey@hotmail.com
+61 402 790 723

16. Applying the key principles
of cross-channel design
Face to face Phone Digital Mail
Choice: the
customer decides
Consistency:
Eliminate confusion
Continuity:
Smooth handoffs
mitchell_mackey@hotmail.com
+61 402 790 723 16

17. Agenda
The opportunity
The solution
The integration imperative
Metrics and goals
mitchell_mackey@hotmail.com
+61 402 790 723
17

18. The enabler: integration
Customer-first vision
Sales automation (CRM)
Marketing automation
Data aggregation
Cross functional
processes
Sales & marketing
synchronization
Radical transparency
mitchell_mackey@hotmail.com
+61 402 790 723

19. Our 3 Experience-Based
Differentiation principles
mitchell_mackey@hotmail.com Source: Forrester Research
+61 402 790 723 19

20. Who are our customers and
what are their goals?
1) Our 2) Their
customers, 3) Helping them goals
represented accomplish
by personas those goals
mitchell_mackey@hotmail.com
+61 402 790 723 20

21. Join the people, processes
and technology dots
People
1) Process
engineering 3) User
engagement
Process IT
2) Digitization
mitchell_mackey@hotmail.com
+61 402 790 723
21

22. “Customer centricity is great
theory, but our I.T. is a mess”
mitchell_mackey@hotmail.com
+61 402 790 723
22

23. Yesterday’s I.T. or today’s B.T.?
• Heterogeneous legacy systems • An integrated environment
• Multiple data entry • Enter data once
• Cockroach legacy systems • Accountable marketing
• No real-time reports & analysis • Real-time intelligence
mitchell_mackey@hotmail.com
+61 402 790 723
23

24. Don’t pour any traditional
“on-premise” I.T. concrete
mitchell_mackey@hotmail.com
+61 402 790 723
24

25. Joining the dots unlocks value
Social media
Retail
Contact Centre
After sales
HQ
Customer
Internet presence
CRM
Brand advocates
mitchell_mackey@hotmail.com
+61 402 790 723 25

26. Achieving business goals
through customer goals
Business objectives Related customer goals
Increase conversion Find relevant products
rate from 30% to 35% & compare features
Reduce contact Understand product
center calls by 10% terms & conditions
Generate 5% more Smooth web-to-contact
Website leads centre transitions
Accomplish tasks
Build brand loyalty
quickly and easily
mitchell_mackey@hotmail.com
+61 402 790 723
26

27. Innovating value
mitchell_mackey@hotmail.com
+61 402 790 723 27

28. Engage consumers early in
product & service innovation
Today Tomorrow
Opportunity Opportunity
Identification Identification
Interface
Idea Customer
Development
Idea
Co-Development
Concept
Development
Concept
Interface
Iterations Co-Development
Customer
Concept Test Concept Test
(feedback) (feedback)
mitchell_mackey@hotmail.com
+61 402 790 723
28

29. Marketing’s two-way street:
conversations, not campaigns
Collaborative Reciprocal
Personal Customized
mitchell_mackey@hotmail.com
+61 402 790 723 29

30. Agenda
The opportunity
The solution
The integration imperative
Metrics and goals
mitchell_mackey@hotmail.com
+61 402 790 723
30

31. Invert the organization's
traditional pyramid
The customer
CEO
mitchell_mackey@hotmail.com
+61 402 790 723 31

32. Radical management:
dynamic linking
Open Mobile
Social Self organising
mitchell_mackey@hotmail.com
+61 402 790 723

33. Real-time reporting & analytics
fuelling data-driven decisions
mitchell_mackey@hotmail.com
+61 402 790 723 33

34. The key question
“Would your recommend us to your
family, friends and colleagues?”
X Yes
No
mitchell_mackey@hotmail.com
+61 402 790 723
34

35. Net Promoter Score is the best
growth predictor: Bain & Co.
Extremely
likely
% Promoters
9-10
minus
7-8
0-6
% Detractors
Extremely
unlikely
mitchell_mackey@hotmail.com
+61 402 790 723 Source: Bain & Company
35

36. Track the economic impact
mitchell_mackey@hotmail.com
+61 402 790 723
36

37. The audacious goal
“Our ambition is to have 100% of
our customers recommending us
100% of the time.”
mitchell_mackey@hotmail.com
+61 402 790 723
37

38. Thank you
mitchell_mackey@hotmail.com
+61 402 790 723