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More About This Title Connect: How to Use Data and Experience Marketingto Create Lifetime Customers
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Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important.
Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer.
- Discover the technology and processes that allow marketers to remain relevant
- Craft a personal, relevant, and accessible customer journey that engages the connected customer
- Keep in touch throughout the customer's life cycle, both online and offline
- Link digital goals and metrics to business objectives for a more relevant strategy
Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.
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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 connected customer experiences.
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Foreword Brian Solis ix
Introduction xiii
Chapter 1 The Customer Is in Control 1
Welcome to the Era of the Connected Customer 2
The Future 3
Trust as the New Currency 3
How Relevant Are You to Your Customers? 7
Data Is the Glue 8
The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer 8
Chapter 2 The New Marketing Mandate 9
Key Initiatives 9
Don’t Boil the Ocean 14
Agile Approach for Marketing 14
Investing Where It’s Needed 15
Breaking through the Biggest Barriers to Marketing Success 16
Chapter 3 Measuring Customer Experience Maturity 18
To Be Successful Takes People, Process, and Technology 19
Customer Experience Maturity Model 19
Three Phases in the Customer Experience Maturity Model 20
Stages in the Customer Experience Maturity Model 23
Mapping to Capabilities 30
Crawl,Walk, Run, Fly! 30
Next Steps: How Mature Is Your Organization? 32
Chapter 4 How Does Your Organization Compare? 33
The Time for Change Is Now 33
Biggest Barrier to Marketing Maturity 34
How Do You Compare to Your Industry? 35
How DoWe Measure Success? 38
How Does Your Top-Level Management Compare for Involvement with Digital Strategy? 39
How Do You Compare in Optimizing for Mobile Devices? 39
How Do You Compare in Using Segmented Email Campaigns? 40
How Do You Compare in Using Testing to Optimize Customer Experience? 40
How Do You Compare in Using Personalization to Be More Relevant? 41
How Do You Compare in Using Behavioral Targeting to Adapt to Visitor Browsing? 41
How Do You Compare to Organizations Using Marketing Automation? 41
How Do You Compare to Those Having a Single View of the Customer across Online and Offline Touch Points? 42
How Do You Compare in Using Predictive Analytics to Steer Content Targeting for Specific Customers? 42
Mapping People, Process, and Technology to the Customer Experience Maturity Model 43
Where Are Organizations Investing? 46
What Must You Do? 48
Chapter 5 Making It Happen! 54
What Barriers Are Preventing You from Maturing? 54
Steps to Successfully Improve Marketing 55
Common Barriers to Increasing Maturity and How to Break Through 62
Chapter 6 Stage 1—Initiate, and Stage 2—Radiate 66
The Initiate and Radiate Stages 66
Case Story: Chester Zoo 69
Marketing Is under Attack on Two Fronts 70
Process for Identifying Critical Content 75
Breaking Barriers 88
Moving to a Higher Level of Marketing 89
Knowing You Have Arrived 89
Chapter 7 Stage 3—Align 91
The Align Stage 91
Case Story: FK Distribution 93
Benefits of Aligning 95
What You Need to Do to Align 97
What You Need to Do to Measure Impact and Alignment 106
What You Need to Do with Experience Analytics 110
AdditionalWays to Increase Alignment 118
Breaking Barriers 119
Moving to a Higher Level of Marketing 120
Knowing You Have Arrived 120
Chapter 8 Stage 4—Optimize 122
The Optimize Stage 122
Case Story: QT Mutual Bank 124
Benefits 126
What You Need to Do 127
Breaking Barriers 149
Moving to a Higher Level of Marketing 150
How Do You Know You Are There? 152
Chapter 9 Stage 5—Nurture 153
The Nurture Stage 153
Case Story: QualityCare™ by LEO Pharma 155
Benefits of Nurturing 157
What You Need to Do to Nurture Customers 160
Breaking Barriers 167
Moving to a Higher Level 168
How Long Will It Take? 172
How Do You Know You Are There? 173
Chapter 10 Stage 6—Engage 176
The Engage Stage 176
Case Story: Australian Super 179
Benefits of Engage: The Single View of the Customer 181
What You Need to Do 183
Creating a Single View of Your Customer 187
Breaking Barriers 191
Moving to the Higher Level of Engage 193
How Do You Know You Are There? 195
Chapter 11 Stage 7—Lifetime Customers 198
The Lifetime Customers Stage 198
Amazon.com, an Example of Stage 7 Maturity 201
Benefits of Lifetime Customers 202
What You Need to Do to Capture Lifetime Customers 204
Breaking Barriers 213
Maintaining Lifetime Customers 214
How Do You Know You Are There? 218
Chapter 12 Growing Your Organization and Roles 220
To Win, You Need the Best Resources 220
Roles You Need on Your Team 220
Emerging Roles 225
Organizational Structure 227
The Innovation Team 228
Chapter 13 Selling to the Board 229
Realizing There Is a Gap 229
Undercover Approach 238
The Journey Toward Connected Customer Experiences 238
Appendix 239
About Sitecore 239
About Sitecore Business Optimization Services 239
About the Authors 241
Acknowledgments 243
Connect Websites 246
Index 247