Using a Customer Experience Approach to Optimize Marketing Outcomes

Transcription

1 EMC ENTERPRISE CONTENT DIVISION Using a Customer Experience Approach to Optimize Marketing Outcomes Jennifer MacIver Edwards EMC Enterprise Content Division Senior Director Customer Experience Marketing March 2,

2 EMC Enterprise Content Division 2

3 It s not just about managing office documents, storing files in the cloud, or collaborating. It s much more than that. 3

4 Engineering complex projects in the world s most remote areas Providing a single view of patient health Fighting for rare disease patients around the world It s about Modernizing key customer experiences Securing a lifetime of customer financial records Processing millions in loan transactions everyday Ensuring complex facilities are built right Protecting historic and sacred documents 4

5 Why take a Customer Experience centric approach? 5

6 Why Customer Experience Matters Now AGE OF THE SELLER AGE OF THE CUSTOMER Product or Service Word of Mouth Buying Decision UGC Buying Decision Product or Service Product Information Product Information - Seller controls - Customer controls Amazon stock surges; market value surpasses WalMart. Marketplace (July, 2015) Source: Forrester Research 6

7 CX as a Revenue Multiplier Source: Forrester Research Good customer experience drives customer loyalty. In other words, companies that deliver a better customer experience tend to retain more of their customers, get more incremental purchases from their customers, and attract more new customers through positive word of mouth. Source: Forrester Research 7

8 Some compelling stats Source: Temkin Group Source: Temkin Group 8

9 So, what is Customer Experience Marketing Responsible for Anyways? 9

10 Vision and Mission Vision To enable EMC ECD to deliver an engaging, customer centric, interconnected experience that yields advocacy and retention. Mission Engage customers, partners and employees through the development of customer story telling, community, and compelling events to foster an interconnected customer experience. 10

11 Who are the people in my neighborhood? Theatre Marketing (aka Field Marketing) North America EMEA Asia Pacific & Japan Marketing Automation Team Marketing Automation Administrator Outbound Communications Specialist Customer Programs Customer Events EMC World-Momentum Customer Advisory Board Executive Dinners Customer.Next series Digital Strategy Agency Management Executive Briefing Center Community Engagement User Groups Customer Champion Program 11

12 And how does ECD Customer Experience Marketing Relate to The Total Customer Experience at EMC? 12

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15 So, what are we doing to specifically leverage CX in ECD? 15

16 Consistency DOING BUSINESS WITH US Engage Enable Evolve Becoming Aware Considering Purchasing Using Relationship Website SEO/SEM External waterng holes Social ECN PR placements Website (Inbound) External watering holes ECN Social Webinars Events Inside Sales Account Management Partner PS Customer Success Management Account Management Contract Process Customer Success Management initiation process Professional Services initiation process Partner initiation process Welcome Package and On-boarding experience On boarding to become a member of the community Customer communications Program and Event engagement On going Account Management and PS Customer Success cadence Customer Support cadence Review of experience Renewal process Closed loop feedback on VOC Thank you communication plan Advocacy opportunities Does the information provided here help the customer clarify the challenge they face? Could EMC help my company solve this problem? Does EMC (ECD) understand my business and priorities? Can EMC (ECD) help me grow my solve my challenge? Is EMC (ECD) there for me? Do their actions demonstrate understanding and support for my business? Is EMC (ECD) my strategic partner in growth? My first choice in who I recommend? 16

17 Customer Experience, it s a team sport! Engage Enable Evolve DOING BUSINESS WITH US Becoming Aware Considering Purchasing Using Relationship When customers get a sense of the business challenge they face Product Inside Sales Marketing Advanced research around evaluating companies and options to find the right partner to help them. Sales Making the purchase or sign up, simple and user friendly. What are the customer experiences as they become part of the customer community, use our apps, defines a clear path for success and how we will build and grow our partnership Request help, expand usage and modify their services and product footprint Earning the right from our customers to consider us a strategic partner, how we continue to add value and grow through customer advocacy Marketing Product Operations Operations Partners Professional Services Customer Success/Support Legal/Finance 17

18 How do we apply this to our day to day approach in Marketing? 18

19 Marketing Plans, Programs, and Campaigns Defined Example: InfoArchive Plan Outlines the Goals and Objectives. Personas and messaging framework Alignment of spend agreed to annual priorities. Plan Move to early adopter market Expand the channels Programs How are we going to achieve the desired outcome? What are the strategies that we will execute on to help achieve the desired outcome? Specify overarching goals and metrics (revenue targets) Programs Core channel Extension/Enable to sell Deal Progression Awareness/Thought Leadership Campaign Suhaib For each strategy what is the theater-appropriate marketing mix? Specifies actionable tasks Specifies measurable metrics Meet the Boss (deal progression) ESG ROI Calculator (early adopter) Thought Leadership (awareness) This exercise = Determine theater-appropriate way to achieve goals. Q3 Campaigns 19

20 Awareness, Revenue or Engagement Reputation (Awareness) Revenue (Consideration/Demand) Engagement (Using/Relationship) 20

21 Leverage the Customer Lifecycle Reputation Revenue Engagement/Revenue Retention DOING BUSINESS WITH US Engage Enable Evolve Becoming Aware Considering Purchasing Using Relationship Website SEO SEM Blogs-External waterng holes Social ECN PR placements Re-targeting Content syndication PPC Drip Campaigns Digital Advertising 3 rd party vendors PR Does the information provided here help the customer clarify the challenge they face? Website (Inbound) External watering holes ECN Social Webinars Events Inside Sales 3 rd party lead gen EMC generated lead gen Nurturing campaigns Trials Data Science campaigns Inbound social selling Virtual Tradeshows CXO dinners Tradeshows Momentum Digital advertising Could EMC help my company solve this problem? Does EMC (ECD) understand my business and priorities? Account Management Contract Process Customer Success Management initiation process Professional Services initiation process Partner initiation process Welcome Package and On-boarding experience Can EMC (ECD) help me grow my solve my challenge? On boarding to become a member of the community Customer communications Best Practice Series- Customer Webinars Technical Webinars Momentum User Groups Customer.Next Champion Program CXO dinners Champion Program Newsletters Product Forums Co-innovation Is EMC (ECD) there for me? Do their actions demonstrate understanding and support for my business? Review of experience Renewal process Closed loop feedback on VOC Thank you communication plan Advocacy opportunities Annual Thank you program Is EMC (ECD) my strategic partner in growth? My first choice in who I recommend? 21

22 Research tells us At each stage roughly 3 pieces of content are needed for a total of 9 pieces (adding in each of the stages) Gated content must be deemed high value and generally after registering for gated content they are amenable to speak with an ASR/Inside Sales Buyers consume between 5 to 7 pieces of content to help make decisions While its swung to a digital buying process human interaction continues to be of great importance 50/50 digital/human Source: Sirius Decisions and IDC 22

23 Reputation (Awareness) Share of Voice Impressions PR mentions, quotes, bi-lines Analyst inquiries Analyst mentions Digital Engagement Score Social-shares and views trending upward Increased content generation and syndication Specific Metrics Revenue (Demand Generation) Gross number of leads Average number of activities it takes to move a lead to type 2 MQLs Pipeline: Marketing Generated Marketing Influenced Increased participation in Marketing Activities/ownership of SQL by: AMs Partners Upsell and cross sell in our customer base, have we engaged customers and helped them come back into Consideration/Purchase Engagement Growth in Champion Program participation (Customer Reference) Momentum attendees Consistent attendance to best practice series Repeat attendees Pipeline growth in those customers who attend: Webinars User Groups Community Momentum Champion Program Customers willing to conduct PR, community and event speaking engagements trending upward 23

24 Let s talk specifics: Customer Programs & Events, Install Base Marketing 24

25 Priorities for Global Customer Programs and Events Build out Product Forums, Industry Councils, define success Increase Referenceable Customers and Assets Define success for meet up/user group program, EBC Increase social engagement Create a consistent and scalable education and story telling program (webinar, roundtable, Exec. Series) Stakeholder Experience and Satisfaction Answer the Qs: Does a more engaged customer present more opportunity? What does it take to do this? 25

26 Customer & Event Program Framework Is EMC (ECD) there for me? Do their actions demonstrate understanding and support for my business? Newsletter(s) CXO Dinner/Breakfast Series Executive Briefing Center User Groups Industry Advisory Council Champion Program (Reference) Co-innovation Community Product Forums Best Practice Series (Webinar/RT) Customer Advisory Board Momentum 26

27 Customer & Event Program Framework INSTALL BASE Could EMC help my company solve this problem? Does EMC (ECD) understand my business and priorities? CXO Dinner Series Data Science Lead Nurturing 3rd party lead gen Display advertising Tradeshow & Events Virtual Tradeshows Drip Campaigns Inbound Social Selling Inside Sales calling campaigns Referral within community Trials Webinars marketing 27

28 And one more example: Customer Advisory Board 28

29 2016 Customer Advisory Board PRIORITIES Increase consistent engagement and 2 way dialogue Validation of strategy and uptake from existing customers on digital journey Provide opportunities for speaking, bi-lines and personal brand building 29

30 Vision and Mission Vision Develop a strategic partnership with our customers, invite them to influence our thinking; and to: Share their direction and strategy Network and collaborate with their peers Hear ECD s strategy for future products and solutions Partner with ECD to create future business growth focused on our customers strategic imperatives Mission Engage directly with our most valued customers to foster relationships Leverage customer insights through candid discussions Collaborate on a strategic direction based on common business objectives Discuss various technology innovations, disruptions and opportunities taking place IT today 30

31 Next Steps & Major Milestones NOV 19 NOV 30 DEC 7-11 JAN 5 JAN 31 FEB 2 March MAY 4 Rohit s webex with CAB members Update private community to invite company submission for MMTM and to attend Place within Private Community Develop CAB agenda for Feb meeting Follow up on LOB names and RSVPs Logistics and agenda update to CAB members attending February meeting CAB Winter Meeting Exec attendance Webex to discuss results and key findings from CAB meeting EMC World Customer presentations from CAB companies Partnership with Executive Comms to provide consistent updates and opportunities for engagement 31

32 Metrics that Matter CAB Member Mix MAKE NOISE PROJECT HORIZON CUSTOMER ENGAGEMENT A) Increased LOB focus B) Beta Horizon Customers C) Traditional customers with strong story of evolution to digital A) Consistent communication to CAB members B) Growth in media coverage w. CAB members Recruit at least 2 customers to partner in Alpha/Beta A) Growth in Momentum attendees from CAB companies B) Growth in Champions (customer reference) within CAB companies 32

33 In closing 33

34 We operate this way because You have got to start with the customer experience and work backward to the technology-not the other way around. Steve Jobs 34

35 Thank you! 35

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