"From social media to mobile devices, technologies have given consumers unprecedented power to compare prices, complain or complement loudly, and find the best deals. Egmont will look at some of the leading brands in digital engagement – ING, Changi Airport and Zappos. The workshop will delve into personalisation, content relevance and measuring customer behaviour. "

1. savage@totalsavagetech.com
http://savagemarketingtech.com

2. Digital Engagement
of
Tough Audiences
Secrets to Success!
Egmont Philips

3. 1.
Introduction
2.
Tech challenges
of today and
tomorrow
3.
Secrets to
success:
Inspiring cases
4.
Useful tool: The
CX-FORCE
Model
5.
How to make it
stick?

5. My journey: accelerating growth
E- business development

6. 1.
Introduction
2.
Tech challenges
of today and
tomorrow
3.
Secrets to
success:
Inspiring cases
4.
Useful tool: The
CX-FORCE
Model
5.
How to make it
stick?

7. ‘Marketing Tech’ combines…
Content > mass customization
• Tone of voice (more informal and personal)
• Customer centric
Tech > high speed development of channels
• New channels (from FB to instagram)
• Features of the channels
• More and more personal, but…

8. Customer Engagement
Key challenges in
the digital era?
Secrets to
success?

9. Comoditized products, stuck in pricing game, innovations that
destruct your business, customers without emotional engagement:
What to do?

10. Tough
Audiences?

11. Tough Audiences:
Different stakeholders & contradiction
Source: annual report ING Group

12. Reputation: correlation with profit,
media define perception > 50%
12
Customer contact
Media > 50%

13. 1.
Introduction
2.
Tech challenges
of today and
tomorrow
3.
Secrets to
success:
Inspiring cases
4.
Useful tool: The
CX-FORCE
Model
5.
How to make it
stick?

14. Strategies for excellent customer experiences
by Egmont Philips

17. authentic
‘story to tell’
by customer
must be
‘on purpose’
What??

18. 40,000 actors:
1 orchestrated
experience

19. The journey @ Changi

20. 3 pillars
- Positively surprising
- Stress free
- personalized
Effective use of social
media by a ‘Wow’
concept passengers
just have to share
Be good and tell it!
Shared pride
Increased willingness to pay & word of mouth

21. zappos
Extremely digital
yet extremely personal

22. The journey @ Zappos

23. 2/10 core values:
Deliver Wow through
service
Build open and honest
relationships through
communication
Extremely personal tone
of voice to differentiate
in extremely digital
world
Empowerment of highly
engaged staff
Increased loyalty & word of mouth

24. Tough Audiences:
segmented approach
Source: annual report ING Group

25. Tough Customer Engagement
corporate coms & marcom cases

26. Tough Customer Engagement
blended channels

27. Tough Customer Engagement
blended channels

28. Great Customer
Experience
Extremely personal to
differentiate in
extremely digital world
Co-operation between
centrralized direct
marketing and follow
up by regional sales
Increased Willingness to pay & word of mouth

29. 1.
Introduction
2.
Tech challenges
of today and
tomorrow
3.
Secrets to
success:
Inspiring cases
4.
Useful tool: The
CX-Force Model
5.
How to make it
stick?

34. 1.
Introduction
2.
Tech challenges
of today and
tomorrow
3.
Secrets to
success:
Inspiring cases
4.
Useful tool: The
CX-FORCE
Model
5.
How to make it
stick?

35. How to make it stick?
“Can I engage
with the
messenger?”
“Can I engage
with the
content?”

36. Big opportunity:
• Power Shift:
From state to citizen
From corporation to citizen/consumer
From employer to employee
Mix more employed communication in the cocktail
• Owned channels need hypersegmentation
• Earned Channels shift to micromedia (bloggers
etc.)
• Employed channel (still hardly used….)

37. Take away: go for emotions,
most decisons are taken irrationally!
• Let credible players make the music
• It’s all about emotions and cognitive dissonance

38. Disruptive message: emotion or ratio?

39. Decrypting emerging consumer values, future attitudes
and aesthetic preferences

40. Challenges of tomorrow:
How do you manage to be personal?
…to reduce sales effort?
…to differentiate?
Engaging company purpose
“Contactpoints and interactions change,
the company’s purpose does not!”
Connecting people and products is an emotional
process.

41. Trends to be aware of:
 Humanization: personal attention, small things
are important, value classic crafts and aesthetics
 Mixology: dreams become more guiding than
logic. People are aware that most decisions are
taken emotionally.
 and:
Focus, Togetherness, Big Data-Small World.

42. Challenges of tomorrow:
Emo-tech?

43. 4 steps from good to great
• Orchestrated omni-channel execution:
For consistency and to ensure they reinforce each other. Timing
is everything.
• Dashboard suite:
Structured & holistic evaluation by quantitative & qualitative
results, only 10-15% of costs leads to more than 200% better
spent of marcom budget
CX-STRATEGY.COM
Accelerating
Customer Centric
Growth

44. savage@totalsavagetech.com
http://savagemarketingtech.com