Connect: How to Use Data and Experience Marketing to Create Lifetime Customers

Experience marketing that inspires unwavering brand loyalty “Customer experience management is no longer an option, a nice–to–have, or a remote step in the five year strategic plan. Now is the time to act, embrace technology and build connected experiences that put the customer at the center. Success is dependent on truly understanding the customer needs and matching the complexities of an ever–changing digital landscape with the goals of your organization. Read this book today, and prepare your business for a superlative tomorrow.” —Scott Liewehr, President, Principal Analyst, Digital Clarity Group “This eye–opener should be read by all brands. It gives a comprehensive look at why customer intelligence needs to be at the center of any digital marketing strategy and more importantly how to create a phenomenal customer experience that leads to greater profitability.” —Michelle Accardi–Petersen, Chief Marketing Officer at Star2Star Communications and Author of Agile Marketing “Companies are on a mission: they need to embrace digital marketing and Big Data to better engage and connect with their customers. The core precepts outlined in this book will help organizations along this journey. Engaging. Connecting. Words to survive and prosper by.” —Jeff Cotrupe, Industry Director, Big Data & Analytics, Stratecast|Frost & Sullivan Welcome to the new age of experience marketing. This new age demands that marketing align with customers by providing relevant content using the customer’s preferred channels for communication. Marketing must be faster and more agile than in the past, ready to move rapidly to leverage new technology and stay connected and available to customers. Written by Lars Birkholm Petersen, Ron Person, and Christopher Nash, leaders in the field of experience marketing, this vital resource offers marketers the tools and ideas they need to succeed in today’s customer–driven marketplace. The authors reveal how to tap into the power of new ways of thinking and new processes so that any organization will be relevant to individual customers, accessible through multiple online and offline channels,and able to link digital goals and metrics to business objectives. Once a company has its customer–connected approach in place, it can build customers who are lifetime advocates. Connect and its companion website give you a wealth of illustrative examples, recommendations, initiatives, and step–by–step processes for taking your organization to new levels of marketing. Now, you will know how to attract new customers and keep them for life.

Chapter 1 The Customer is in Control Welcome to the Era of the Connected Customer The Future Trust as the New Currency How Relevant are You to Your Customers? Data is the glue The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer Chapter 2 The New Marketing Mandate Key Initiatives Don’t Boil the Ocean Agile Approach for Marketing Investing Where It’s Needed Breaking through the Biggest Barriers to Marketing Success Chapter 3 Measuring Customer Experience Maturity To be Successful it takes People, Process and Technology The Sitecore Customer Experience Maturity Model The Three Phases in the Customer Experience Maturity Model Stages in the Customer Experience Maturity Model Mapping to capabilities Crawl, Walk, Run, Fly! Next Steps: How Mature is Your Organization? Chapter 4 How Does Your Organization Compare? The Time for Change is Now The Biggest Barrier to Marketing Maturity How Do You Compare to Your Industry? How Are We Measuring Success? How Does Your Top Level Management Compare for Involvement With Digital Strategy? How Do You Compare for Optimizing for Mobile Devices? How Do You Compare Using Segmented Email Campaigns? How Do You Compare in Using Testing To Optimize Customer Experience? How Do You Compare Using Is Personalization to be More Relevant?? How Do You Compare Using Behavioral Targeting To Adapt To Visitor Browsing? How Do You Compare to Organizations Using Marketing Automation? How Do You Compare to those Having A Single View Of Customer Across Online And Offline Touch Points? How Do You Compare Using Predictive Analytics to Steer Content Targeting for Specific Customers? Mapping People, Process and Technology to the Customer Experience Maturity Model Where are Organizations Investing? What Must You Do? Chapter 5 Making It Happen! What Barriers are Preventing You from Maturing? Steps to Successfully Improve Marketing Common Barriers to Increasing Maturity and How to Break Through Chapter 6 Stages 1 – Initiate and 2 – Radiate The Initiate and Radiate Stages Case Story: Tivoli Case Story: Chester Zoo Marketing is Under Attack on Two Fronts A Process for Identifying Critical Content Breaking the Barriers Moving to a Higher Level of Marketing Knowing You Have Arrived Chapter 7 Stage 3 – Align The Align Stage Case Story – Zildjian, Cymbal Makers to the World Benefits of Aligning What You Need to Do to Align What You Need to Do to Measure Impact and Alignment What You Need to Do with Experience Analytics Additional Ways to Increase Alignment Breaking Barriers Moving to a Higher Level of Marketing Knowing You Have Arrived Chapter 8 Stage 4 – Optimize Optimize Benefits What You Need To Do Barriers Moving to a Higher Level of Marketing How Do You Know You Are There? Chapter 9 Stage 5 – Nurture: Cross–channel Nurturing CXMM Graphic The Nurture Stage Case Story – LEO Pharma Benefits of Nurturing What You Need to Do to Nurture Customers Breaking Barriers Moving To a Higher Level How Long Will It Take? How Do You Know When You Are There? Chapter 10 Stage 6 – Engage: Attaining a Single View of the Customer The Engage Stage Case Story – AustralianSuper Benefits of Engage – The Single View of the Customer What You Need To Do Creating a Single View of Your Customer Breaking Barriers Moving to the Higher Level of Engage How Do You Know You are There? Chapter 11 Stage 7 – Lifetime Customers Stage 7: Lifetime Customers The Lifetime Customer Stage Amazon, An Example of Stage 7 Maturity Benefits of Lifetime Customers What You Need to Do to Capture Lifetime Customers Breaking Barriers Maintaining Lifetime Customers How Do You Know You Are There Chapter 12 Growing Your Organization and Roles To Win You Need the Best Resources Roles You Need On Your Team Emerging Roles Organizational Structure The Innovation team Chapter 13 Selling to the Board Selling to the Board Realizing There is a Gap The Undercover Approach The Journey Towards Connected Customer Experiences Author Bios Lars Birkholm Petersen Ron Person Christopher Nash Acknowledgments Special Acknowledgement for Case Stories Appendix About Sitecore About Sitecore Business Optimization Services

LARS BIRKHOLM PETERSEN manages the Sitecore Business Optimization Services global team of consultants. He helps organizations connect the experience across the different channels their customers use. RON PERSON is Senior Consultant, Business Optimization, for Sitecore. He is the author of 26 books including Balanced Scorecards and Operational Dashboards with Microsoft Excel from Wiley. CHRISTOPHER NASH is Senior Consultant, Business Optimization, for Sitecore. He is an experience marketing specialist who advises customers about strategies and best practices for creating successful connectedcustomer experiences.