Marketing matters, especially in the digital world

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Alexandra Beasley
6 years ago
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1 Marketing matters, especially in the digital world Slowenia Marketing conference May 31, 2017 Monika Schulze Head of Customer & Digital Office at Zurich Insurance Company Ltd and Advisor to Atheer

2 Credibility is build only if the Brand and Customer Experience work together to deliver Business value Is it compelling? Understand what resonates with all key audiences. Is it credible? Understand what you can deliver. Is it competitive? Understand if it delivers sustainable maximum shareholder value Brand promise Customer experience Business value Source: FutureBrand

3 Basis for a strong Brand You need trust and emotional connection to be successful Brand promise 3

4 Not asked in 2015 The industry has some hurdles to overcome % 52% 51% 57% 51% 47% 46% 49% 63% Credit Cards/ Payments Banks Insurance Financial Advisory/ Asset Management Mobile banking/ e-payments Source: 2016 Edelman Trust Barometer Q61A-65A. Now thinking about specific sectors within the financial services industry, please indicate how much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-point scale where one means that you do not trust them at all and nine means that you trust them a great deal. General Population, 27-country global totals, question asked of one-fifth the sample. 4

5 More demanding customers Positive experience with insurers: 47% tot. 34 % Gen Y Text Source: Capgemini 2016; Image source: Google 5

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7 A new generation of creative brand experience People love brands that are purpose-driven and authentic Bring brands closer to consumer expectations, passions and emotions Technology driving a new generation of brand experience 7

8 Brand story building on customers beliefs Source: Lemonade 8

9 Customer experience based on quick response time Source: Lemonade 9

10 The «digital» trap Infobesity Common sense still needed Emotions and human connections are needed (bots are not everything) 10

11 Positive emotional connections build a strong brand 11

12 Campaigns that connect emotionally... deliver better business results Source: IPA: The Long and Short of IT

13 User activity to emotionally engage change, comment, create new content 13

14 The art of Storytelling 14

15 React to customers input. Renaming the pack to Bosse s milk: Bosse (Bo Elfgren) on Facebook: WHY SHOULD I BUY GERMAN MILK? 15

16 and make them part of the story The sales increase compared to the same period previous year was 8,2% The campaign created attention in lots of media from thousands of posts and images in newspapers, blogs and other social media 16

17 The showcase example for engaging customers and focus on digital 20 mio. views within 3 days Only in the first 6 months after the launch sales increased by 27 % 17

18 React to your customers input 18

19 Brand promise & Customer experience 19

20 Definition of Customer experience The perception that customers have across all of their interactions with your organization 20

21 Detailed Customer Journey work necessary (example) for example Self Servicing Policy Modification Digital communication Claim tracking Intermediary Customer interaction Renewal Process 21

22 Steps how to get there Road to success Cross-functional hypothesis workshops Research based maps Journey mapping Action planning Measure Pictures source: Google 22

23 Advantages of Customer Journey work 1. Describe all touch-points along the journey 2. Cross functional approach 3. Capture your customer s attitude, pain-points and emotions 4. You can see the experience through your customer eyes 23

24 Business case for Customer Experience FORRESTER CX INDEX LAGGARDS S&P 500 INDEX Source: watermark consulting: 6-year Stock Performance of CX Index Leaders vs. Laggards,

25 Measurement to build a strong correlation from Brand to Business Business value 25

26 The purchase funnel relies heavily on our ability to differentiate at each stage Brand positioning Drive Differentiation via Brand Message Awareness Consideration Satisfaction Drive Differentiation via Customer Experience Sales Business Value 26

27 Top 3 take-aways In a world of information overflow you need to find a way to emotionally connect to your customers Make sure the brand promise and customer experience work together Be business relevant: Measure and build a strong correlation between marketing and business 27

28 Ways to stay connected LinkedIn: 28

Content Marketing on LinkedIn

Content Marketing on LinkedIn AGENDA Content Marketing on LinkedIn 1 Why does content marketing matter? 2 Why Linkedin is an important channel for my content? 3 How can I distribute content on LinkedIn?