Vtex Keynote - Trepoint Optimizing the Customer Journey

Optimizing the Customer Journey
MAY 31, 2017
By Bill Carmody, CEO of Trepoint

2
INTRODUCTIONS
© 2017 Trepoint, Inc
@BillCarmody | bill@trepoint.com
Bill Carmody
CEO, TREPOINT
The purpose of my life is to be an inspirational leader who solves
problems and creates breakthroughs in myself and others.
The purpose of Trepoint is to deliver breakthrough marketing and
innovation that is as powerful as the clients we serve.

3
BREAKTHROUGH MARKETING
Challenge: How Do You Stand Out at CES?

4
4,000 exhibiting companies
2.6 million net square feet
180,000 industry professionals
…and a shoe string budget

5
Not looking to impress 180,000 — Just 50

6

7
Begin with an insight …

8
THE NEW RELATIONSHIP ECONOMY
Digital Darwinism is when the pace of technology innovation
is faster than the speed people will adopt valuable new tools.

9
INSIGHTS
A shift has occurred …

10
INSIGHTS
from Transactions

11
INSIGHTS
to Relationships

12
TRANSFORMATION
A Critical Transformation in Business
Transactions Relationships
• Win the sale / Win it now
• Advertise, promotions,
incentives
• Short-sighted / Immediacy
rather than intimacy
• Win their hearts / Win them
forever
• Develop connection, understand
preferences, deliver experience
• Longer-term focus / Loyalty

13
TRANSFORMATION
An Alternate Currency
Transaction Relationship
• Win the sale / Win it now
• Advertise, promotions,
incentives
• Short-sighted / Immediacy
rather than intimacy
• Win their hearts / Win them
forever
• Develop connection, understand
preferences, deliver experience
• Longer-term focus / Loyalty
Money Time Personal Data

14
THE CUSTOMER JOURNEY
Designing an exceptional experience….
Examining from the consumer's perspective
the best means of engaging, interacting and
addressing the mental, physical, and
emotional journey through all the stages of
the relationship lifecycle.
Relationship Journey Mapping

15

15
๏ The path to purchase is no longer characterized by the linear
marketing funnel

15
marketing funnel
๏ Consumers move from one channel or touch-point to another
and switch devices to suit their needs

15
marketing funnel
๏ Consumers move from one channel or touch-point to another
and switch devices to suit their needs
๏ Understanding the different journeys that customers have
with your organization and the emotional responses they
provoke is crucial to delivering an effective customer
experience.

16
DIGITAL ENGAGEMENT
Why Experience Matters
Customer experience leaders obtain returns up to 77% GREATER 
their marketing investments than those who give it little importance within their overall market approach.
2015 Watermark Consulting

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10
20
30
40
50
60
70
80
90
100
0

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Less than 30% of businesses map customer journeys.
10
20
30
40
50
60
70
80
90
100
0

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The
Customer
Journey

20
Consumer Behavior
93% 88% 70% 58%
Use public search engines
as the initial point of
information discovery
Suggest that social
channels are inﬂuential
during the decision-making
process
Cite consumer opinion
as the most trusted
source of information
Publish their brand/ 
product experience to
‘protect others’ from a
similar experience
60%
Will use support forums
and discussion groups
to inform purchase
decisions
DISCOVER

21
The
Customer
Journey
DISCOVER
SEO / SEM
Digital Advertising Networks
Paid Social Media Campaigns
Influencer Marketing
Mobile Marketing Campaigns
Product Reviews & Ratings

22
Do you know what your ideal customers are discovering?
Is this information helping or hindering their purchase decision?
DISCOVER

23
DISCOVER
How I Came To Be Here With You Today:

24
DISCOVER
How I Came To Be Here With You Today:

25
DISCOVER
How are your ideal customers
discovering your company?

27
The
Customer
Journey
ACTIVATE
Social Media Listening
Social Media Management
Content Strategy
Offers & Promotions
Employee Activation Kits
Engagement Playbooks

28
ACTIVATE
Engaging with Your Core Customers
You need to learn to tell your story in an
extremely cluttered environment.

29
ACTIVATE

30
ACTIVATE
“Cold windy days call for warm, cozy
solutions.”

31
ACTIVATE
“Finals week survival kit.”

32
ACTIVATE
Sometimes your timely tweets are epic
and can even steal the show!

33
ACTIVATE
Finding the Right Measures
Don’t get distracted by measurements out of
context. Engagement doesn’t always equal sales.
CPMs / Impressions
Click Through Rates
Banner Ad Views
Facebook Likes
Twitter Followers

35
TRANSACT
Drive to Sales
Measurements must include data points at or near the register.
RETURN ON INVESTMENT
Sales
Codes Redeemed
Loyalty Program Registrations
Coupons Redeemed
Rebate Proof of Purchase

36
The
Customer
Journey
TRANSACT
eCommerce Shopper Marketing
Sampling & Promotions
Mobile Activation
Coupons, Offers & Discounts
Loyalty Programs

37
Experience Drives Transaction
Customers spend an average of 23% MORE
when they have established an emotional connection with a brand than customers who have not.
2014 Gallup Survey Data
TRANSACT

38
TRANSACT
Blend Tried and True Tactics with Social
1-10% 68%
COUPON REDEMPTION 
INDUSTRY AVERAGE
COUPON REDEMPTION 
WITH SOCIALLY-DRIVEN CAMPAIGNS
Socially-driven campaigns have increased redemption rates up to 68% 
A result of highly-targeted campaigns to a highly-engaged audience.

39
TRANSACT
Coca Cola’s Share a Coke Campaign
brought social to physical retail stores
and back to social again.
Blend Tried and True Tactics with Social

41
ADVOCATE
Today, the purpose of business is to get you
customers who get you even more customers. That’s
advocacy, and most businesses don’t understand how
to create raving fans.
Creating raving fans of your product is about doing
more for them than they could ever reasonably expect
from you.
How are you blowing your customers away?
Creating Raving Fans

42
The
Customer
Journey
ADVOCACY
Loyalty / Rewards Programs
Surprise & Delight
Gamification
Community Management
Influencer Marketing

43
ADVOCATE
The Power of Inﬂuence
Influencer Marketing created $285 incremental sales per 1,000 impressions  
-nearly 11x the ROI of traditional advertising
In a recent study, households exposed to inﬂuencer content purchased more than buyers in the unexposed
group.
AV
E
R
A
G
E
 
B
A
N
N
E
R
A
D
S
Tap Influence Nielsen Study: Dollar Buying Rate from September 1, 2015-February 15, 2016.
$23
B
E
S
T 
B
A
N
N
E
R
A
D
S
IN
FLU
E
N
C
E
R
$4.30
$2.15

44
ADVOCATE
The Power of Influence
Influencer content stays online forever, continuing to perform with earned media value growing at $0 extra
investment. The study revealed that the NUMBER OF IMPRESSIONS DOUBLE after the campaign ends.
Tap Influence Nielsen Study: Dollar Buying Rate from September 1, 2015-February 15, 2016.
$0.00
$7.50
$15.00
$22.50
$30.00
M
AR
C
H
APR
IL
M
AY
JU
N
E
JU
LY
AU
G
U
ST
SEPTEM
BER
O
C
TO
BER
Traditional Ad 
Spend Ends
Influencer Content Lives on
$/$ROI
In a recent study, households exposed to influencer content purchased more than buyers in
the unexposed group.

45
ADVOCATE
So how can we deliver even more value than we do today?© 2017 Trepoint, Inc

46
How are we solving real problems for our customers?
How are we rewarding their continued loyalty?
In what ways are we delivering Surprise & Delight?
ADVOCATE

47
What did we do at CES to steal the show?

48
Begin with an insight …

50
CUSTOMER JOURNEY MAPPING

51

52

The New Relationship Economy
53

54
Do you care about them when
they have not done a
transaction?
Transactions Relationships
Do you care enough to really
get to know them?
Do you care more about them
than you do about their money?

55
The customer experience is the
next competitive battleground.
Jerry Gregoire CIO Dell

56
By 2020, customer experience
will overtake price as the key
brand differentiator.
Forbes

57
89% of companies plan to
compete primarily on the basis
of customer experience by 2017
Gartner

60
ABOUT TREPOINT
Trepoint delivers breakthrough marketing and innovation that is as powerful as the
clients we serve. With a blend of CPG and B2B Enterprise clients, we have consistently
cracked the code on our client's customer journey.
In doing so, we help you get discovered by your ideal customer, then engage with these
customers in the ways that lead them to buy your products and ultimately become
raving fans.
The purpose of business today is NOT to get customers. Today, the purpose of
business is to get customers that get you more customers. We welcome the opportunity
to work with you to deliver outstanding marketing programs that matter.
NEW YORK KANSAS CITY SAN FRANCISCO
Trepoint.com
1.646.867.2252 / bill@trepoint.com

61
THE STATE OF DIGITAL
Becoming an experience leader is a journey.

62
The Digital Engagement Journey

62
STAGE
1
Traditional
Traditional command and
control business operations
use one-way communication
to drive business outcomes.

62
STAGE
1
Traditional
STAGE
2
Experimental
Dabbling in social occurs
but is disconnected from
business operations.
Fractured tools, siloed
efforts, and disparate
measures reign.

62
STAGE
1
Traditional
STAGE
2
Experimental
measures reign.
STAGE
3
Operational
Social is more embedded in
business operations. Internal
training, channel alignment,
and campaign integration
begin to deliver tangible
results.

62
STAGE
1
Traditional
STAGE
2
Experimental
measures reign.
STAGE
3
Operational
results.
STAGE
4
Measurable
Engagement drives real
business results, with
systems and tools fully
optimized to support
conﬁdent and competent
employees and to more fully
harness online relationships.

62
STAGE
1
Traditional
STAGE
2
Experimental
measures reign.
STAGE
3
Operational
results.
STAGE
5
Fully-Engaged
Social engagement and
customer experience are part
of the organization’s DNA.
Breakthrough business results
— increased revenue and
loyalty—are realized.
STAGE
4
Measurable
Engagement drives real
business results, with
systems and tools fully
optimized to support
conﬁdent and competent
employees and to more fully
harness online relationships.

63
A Closer Look
Traditional Experimental Operational Measurable Fully Engaged
People 
and Process
Functions are disconnected – in silos.
The “owner” of information controls who
it’s shared with – there is no opt-in.
Mavericks break through, but still no
formal teams in place.
Empowered centralized team, run by a
proven leader. Leaders are driving
coordinated initiatives.
Central team still exists, but more work
being pushed to business units. Execs
are bought in.
Coordinated teams manage risk and
fiduciary responsibilities. More efficient
Readiness 
and Education
Social engagement is not on executive
radar.
Lots of dabbling in social channels.
Focused effort on training and
education.
Employees are trained, engaged on
social channels and competent.
Senior execs are leading with customer
engagement and are active sponsors of
enterprise ideation.
Channels 
and Technology
Marketing and customer support only
through traditional channels. Email is
the primary mode of communication.
Social tools are popping up based on
function. Shared workspaces are
created, but siloed.
Social tools being deployed to meet
specific business needs. Tools
consolidation – editing to amplify
efforts.
Legacy tools are being replaced –
social tools are integrated with key
workflows. Systems and tools are
optimized.
Adoption and impact of social tools is
measurable.
Business Insights 
and Analytics
Ambivalent to online conversations
about the brand.
Monitoring conversation in silos.
Listening yields implication. Baseline
framework for metrics.
Improvements in efficiency and impact
can be measured. Rigor in dashboards
is moving executive numbers.
Brand dashboard ties to revenue.
Company brings products and services
to market more quickly.
Activation
and Execution
Campaigns and programs do not have
a customer view. Limited social
engagement in campaign planning.
Social tools used for promotion
purposes. One-way communication
from the brand.
Social is now a part of the planning
process. Influencers are identified.
The impact of listening and engaging on
social channels causes increase in
share of conversation for the campaign.
Breakthrough business results –
increased revenue and loyalty.

Vtex Keynote - Trepoint Optimizing the Customer Journey

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