Marketers Need To Walk In Their Customer’s Shoes

Marketers Need To Walk In Their Customer’s Shoes
SHARE
THIS



B&T chats with Cambell Holt (pictured above), chief customer officer at financial services company Mercer– Holt’s role is to design and deliver the capabilities required to win with future consumers. A recent Mercer project, the ‘customer transformation program’, focused on delivering a personalised and contextualised consumer experience. Find out how they did this using Salesforce Marketing Cloud solutions, while generating NPS scores that are 11 times better than the industry average.

To experience cross-channel customer journey yourself, click here to sign-up. 

Why did you consider customer journey as part of your business model?

At Mercer, we’re really focused on being an experiential financial services provider, rather than transactional. Many financial services, including super, have for decades delivered a customer experience that has felt very transactional. Consumers are becoming more and more conditioned to expect a much higher level of value and quality of experience than the transaction itself.

When we embarked on our own customer transformation we decided that we’d have to transform the sum of all experiences that customers would have with us over the course of our relationship. That meant redesigning and re-platforming every major customer facing platform we had, from digital platforms, insights and analytics systems, CRM, marketing automation, call centre infrastructure, and next best conversation technologies.

More importantly, we had to bring these new capabilities to bear in a meaningful way as it related to the way customers interacted with us. That’s where customer journeys come in, they’re the glue that holds all our retail and consumer capabilities as an organisation together in a way that creates maximum value for our customers and our firm.

Does campaign marketing have a role in the era of the customer? How do you see campaign marketing evolving in the new business landscape of customer centricity?

I think traditional campaign marketing features a lot less in future, even in acquisition. As more and more organisations embrace customer journeys as the benchmark for customer experience and marketing activity, they’ll be thinking less about batch and blast campaigning, or even on the distinction between acquisition and retention.

At Mercer, we’ve already transcended the traditional campaign role that marketing has held in our own business, and journeys are allowing us to leverage a much broader cross section of interactions between our organisation and our customers in pursuit of commercial objectives and creating great customer outcomes.

In the age of the customer, Marketing is CX, and CX is Marketing. Put simply I think ‘campaigning’ gets a lot more personal, and a lot more contextual (right message or intervention at the right time) than it’s ever been when you start using customer journeys. More and more real-time data points can be brought to the interactions and interventions that we can create for customers using marketing automation and customer journeys. That’s great for delivering customer value, and great for conversion.

What’s the key journeys that your organisation embark on? Why did you pick these journeys and how did you start designing them.

Key customer journeys include all the usual suspects – onboarding, cross-sell, up-sell, and retention. All our customer journeys are focused on promoting positive customer behaviours that create value for them first, and then value for our organisation. The best, most tightly defined and executed customer journey means nothing if you haven’t created a great outcome for the customer where they get value.

Outside of that we tend to focus on the customer journeys that can create the most value for our own business. We picked our onboarding journey for example because we know that we have less than three months to engage a new customer and drive them to the most important actions for themselves to ensure the best possible superannuation balance when they retire.

After that first three months their propensity to respond to traditional marketing campaigns or customer engagement activity drops to nearly zero. Traditional marketing just couldn’t physically get all the communications and tasks done with a customer within this timeframe – in a way that felt natural to our customers. Using journey’s, we’re easily and seamlessly (in terms of custom effort and bandwidth) able to get the actions completed.

What technology are you using to help build customer journeys. Any lesson learnt?

Salesforce Marketing Cloud is now deeply embedded across our business, and controls most of our customer journeys.

Lots of lessons learnt including:

  • There’s a lot talk about big data and its ability to help marketing produce great insight. We’ve found that small data done fast is a much better way to get started with customer journeys. Pick just one data point that you already have on a customer and start designing a journey from that. It can be as simple as a customer having a birthday, and go from there.
  • Most organisations, including ourselves, start out with relatively low levels of maturity in the marketing automation space. Make sure you’re working with the right implementation partner to help you get traction quickly and avoid some of the mistakes that implementation partners and consultants see a lot of.
  • Never, ever try to automate a customer journey or campaign that you don’t fully understand or aren’t able to properly map through your business. A lot of the most expensive failures with technology enabled customer journeys and marketing automation that I’ve seen have been where people have thought that throwing automation at a business problem was the answer. If you don’t understand the issue or the challenge, don’t throw technology at it.

What is the next big phase of your marketing strategy and why?

We’re focused on continuing to leverage marketing automation into more and more parts of our enterprise. The next big phase of our marketing and CX strategy involves bending the rest of our organisation around individual customers using journeys. Marketers have traditionally focused on the front end of a business – acquisition, getting customers in and keeping them.

But very often marketers have had little control over the experience of existing customers. Operations environments, the ‘back office’ have largely been responsible for customers’ experiences once they’ve been acquired in the financial services industry, and often these are some of the experiences most neglected by CX and marketing professionals.

Marketing automation technology and customer journeys flow all the way through our business in the next phase of our strategy and will help us to produce unique, personalised, contextualised experiences for customers from cradle to grave as it were. The other component of the next phase of our strategy is to bring data points and events that are happening quite remotely in our customers lives such as social media and digital consumption, and then using those activities in a customer’s life as data points in our own organisations customer journey’s.

We’re really excited about the potential of technologies such as Salesforce Marketing Cloud Advertising Studio in this regard. We’re delivering ROI’s of up to 4000 per cent now. We’re 1400 per cent better in some cases at influencing consumer behaviour. We’re generating NPS scores that are 11 times better than the industry average.

To experience cross-channel customer journey yourself, click here to sign-up. 

Latest News

Time Savages Trump In Latest Withering “Welcome To America” Cover
  • Media

Time Savages Trump In Latest Withering “Welcome To America” Cover

Time magazine has delivered another withering takedown of president Trump with its latest cover by placing a crying immigrant girl at the feet of the President with the caption “Welcome to America”. The image of the crying two-year-old girl is from the now-iconic photograph by Getty photographer John Moore and has become a symbol of […]

by B&T Magazine

B&T Magazine
How Marketers Can Achieve Omnichannel CX success
  • Opinion

How Marketers Can Achieve Omnichannel CX success

In this guest post, Zandesk’s customer experience strategist, Malcolm Koh (pictured below) says brands need to develop an intelligent omnichannel for their customers and he offers his easy tips on hwo to do it… Marketing has always been the custodian of a company’s brand and just as new technology has transformed entire organisations and business models, […]

Opinion

by B&T Magazine

B&T Magazine
Cannes 2018: MediaCom Named Media Network Of The Year
  • Media

Cannes 2018: MediaCom Named Media Network Of The Year

MediaCom has been named Media Network of the year at the 2018 Cannes Lions Festival. The agency’s work for Tesco in the UK landed the Grand Prix for Excellence in Media Planning, while campaigns for P&G’s Gillette in Israel added two Silver Lions and a Bronze Lion. The agency also received eight shortlist nominations, making […]

Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot
  • Campaigns

Nike Disses Mollycoddled Chinese Kids In New Upbeat Spot

Years of China’s ‘one child policy’ has apparently left a generation of mollycoddled kids too scared to get sweaty or dirty. But now a new campaign by Nike China has set out to debunk the idea that Chinese kids are spoiled little fatties wrapped in cotton-wool. The campaign’s the work of R/GA Shanghai and is an upbeat, positive number with a booming […]

by B&T Magazine

B&T Magazine
MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign
  • Campaigns

MS Queensland Unveils ‘MS Stops You In Your Tracks’ Campaign

An MS diagnosis – at an average age of just 30 – means a lifelong battle with a disease that attacks the central nervous system in any number of ways. While most people have heard of multiple sclerosis, few understand what it is or how it impacts people’s lives. In partnership with MS Queensland, creative […]

Revealed: The Real Voice Behind Siri
  • Technology

Revealed: The Real Voice Behind Siri

For the third consecutive year, TEDxSydney selected creative agency BMF to produce a film for its 2018 film program under the theme ‘Humankind’. The film, which premiered on Friday in front of 5000 people at TEDx Sydney, unmasks the real genius behind Apple’s personal assistant Siri. “Siri is an amazing invention. You can ask her […]

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]

Arq Group Activates New Branding By Hulsbosch  
  • Media

Arq Group Activates New Branding By Hulsbosch  

Arq Group has launched a new identity created by award-winning agency Hulsbosch, with the business rebranding from Melbourne IT to Arq. Previously known as Melbourne IT, the company was founded in 1996 as one of Melbourne University’s commercial ventures with the sole rights to manage .au domains in the early days of the Internet. Melbourne IT […]

Adshel Unveils ANZ Takeover Via PHD
  • Campaigns
  • Media

Adshel Unveils ANZ Takeover Via PHD

ANZ, in partnership with PHD and Adshel, have taken to the streets with a total take-over of the entire Adshel Live network. For one hour, between 8am and 9am on Tuesday 19 June, ANZ is inviting commuters to download the new ANZ app by showing six different ways the app can help them manage their […]

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business
  • Media

Carat & Initiative Share The Spoils In WA Government’s $65 Million Media Business

IPG’s Initiative and Dentsu’s Carat have both been awarded a slice of the West Australian government’s $65 million spend. The government account is broken into two entities – campaign and non-campaign – each with its own agency roster. Carat has retained its long-standing position on the agency panel for all campaign work, which accounts for […]

A Golden Opportunity! Lucky Numbers For Sale!
  • Marketing

A Golden Opportunity! Lucky Numbers For Sale!

In case you missed it last week, a very lucky phone number – 1800 80 80 80 – is up for sale. And it could be yours!

Partner Content

by Customer Connect

The AppNexus Marketplace Launches Guaranteed Views
  • Technology

The AppNexus Marketplace Launches Guaranteed Views

AppNexus, the world’s leading independent advertising technology company, today announced the launch of Guaranteed Views, a marketplace product that changes the way advertising is bought and sold on the open internet. Guaranteed Views enables marketers and agencies to pay only for ads that are measured as viewable and is the first programmatic product that enables 100% viewable buying at scale outside of Facebook and Google.