Customer’s Strategies Ecosystem

1. Customer’s Strategies Onboarding New Customers & Retaining Old Ones CORFO August 3rd 11.30 am Moneda 921, 2do By Adrian Campanelli adrian.campanelli@gmail.com
2. Some Strategies for onboarding new customers and retaining old ones, Tips to learn form your customers
3. Strategies: Strategy (from Greek stratēgia, "art of a leader”) Is a high- level plan to achieve goals under conditions of uncertainty.
4. Customer (Client): Client, from Latin clientem or clinare meaning "to incline” and is related to the emotive idea of closure Customer: Clients who habitually return to a seller develop customs that allow for regular, sustained commerce.
5. Tips: Information of interest.. in a brief, concise and concerted sentences, that everyone understands. WIKYME all by my self at the end of the presentation...
6. Let`s see some Some stories
7. You can focus in the virtue of a product, rather on the rational need This suicide pills, comes in different flavors. This is blueberries.. try it!
8. GRATE OPPENING GRATE OPPENING Is all about on doing what is expected, with sense, and doing wright
9. Is not only the correct action ...but in the right context and moment
10. The World has changed
11. ??Interactive Massive comunication become dual way TV Prensa Sponsor Via Publica BTL Ex pos NT Pop WM mob Radio ...Internet changes traditional media forever
12. Comunication System Model Consumer Experience field Business Experience field Model of Shared experiences (Schramm y Roberts) Medios Mensaje Noice Feed-back Emisor Codif. Decod . Responce Receptor
13. Media/WEB/WAP Interactive Communication Model Media/WEB/WAP Emisor Codif. Receptor Receptor Receptor Receptor Noise Feedback M Feedback I Decod Y Mensaje Mensaje Mensaje Future Self Regulated Ecosystem Codif. Receptor Decod X
14. Communications have shifted The world is Quantic A – Agencies E – Business / Corps T – Media TV- R – Radio P – Press V –Add Publica, POP, Other 1.0 - Internet Tradicional
15. What happen with the Consumer? ...consumer rules more than ever
16. El Cliente Cambió La tecnología le ha dado el Poder al Usuario Now consumer has voice, and the power to compare, discover, comment. Consumers Powered
17. Experience get more relevance Is a requirment : • Organization Cultural Shift, in marketing, sells, serivces and other areas, on the prosumer. • Let`s think like the Customer • Have all the org. the same view The company objetives should be aligned to understand its customer
18. Good Experiencie -> Better Customers CUSTOMER CORP 4 -2 3 2 -3 -3 2 -2 4 CONTACTO IVR EJECUTIVO BACK PAGO T ESPERA DESPACHO ENTREGA USO PRODUCTO
19. Sucess predicted throug CX CES (Customer Effort Score) Measures how much effor a customer is willing to do, in orther to get something from you CSAT (Customer Satisfaction) Measure the Customer satisfaction with the service given (“…Customer is always right”) NPS (Net Promoter Score) Measure the Customer’s Loyalties base in his will to recommend you. THE BUY PREDICTIVITY (predictive power for purshasing) PRDICTIVE POWER FOR INCREMENT USER SPENDING (predictive power for increase spending) harvard business review HIGH HIGHLOW CES CES NPS CSAT CSAT NPS Best efectivness in the CES is overpass the NPS and CSAT
20. interactive media is the place for brands
21. The game has change the rules
22. Brands is adapting to the new era
23. Evolution of the Massive Approach Is related the way segmentation (1880s–1920s) Unification or Mass Marketing: As transportation systems improved, the economy became unified. Standardized, branded goods were distributed at a national level. The Model T Ford (1920s–1980s): Segmentation: As Market size increased, manufacturers were able to produce different models pitched at different quality points to meet the needs. Demographic, socio-economic and lifestyle factors. (1980s - today): Hyper-segmentation: A shift towards the definition of ever more narrow market segments. Technological advancements, especially in the area of digital communications, allow marketers to communicate very small groups. *********** (Future): Real One 2 One: The personalized experience, Micro FABs, 3D Printing, Time to Market Solutions.
24. Complex Multi-Level Business Models The need to Maintain Brand Consistency and Value through stakeholders Instemreidate WholesalerMarketer AgencyBroker / Dealer Marketer Recruiter Principal Owner Primary Independent Agents Captive Agents BusinessesConsumers Prospects & “Insured” Financial Advisors Prospect FAs Prospect Broker / Dealer Tertiary Secondary
25. Sells keeps some basic rules
26. • • • Lo Lo Lo que que que NO NO NO se se se Mide NO se puede Controlar Controla no se puede Gestionar. Gestiona no se puede Mejorar The most important, is to make it measurable
27. The most important voice, is inside You: Develop Your intuition; Knowledge is also driven by emotions
28. Segmentation Targeting Positioning THE S-T-P Approach • Select base for segmentation • Profile segments by Characteristics • Evaluate segments attractiveness • Select one or more segments as targets • Develop position for each segment • Develop marketing programs for each segment
29. Evaluation Technics Oportunity Benchmark Our Offer Competitor A Competitor B Competitor C 1. Is there a real Oportunity? Results Results Results Results 1.1 Does the prospect has a Proyect? Defined + No Defined - 1.2 How is his business profile? Strong + Week - 1.3 How is his finantial condition? Strong + Week - 1.4 Does it have a Budget? Yes + No - 1.5 Does it has a compelling event? Defined + No Defined - 2. Can we compete? Results Results Results Results 2.1 Do they have a decision criteria? Defined + No Defined - 2.2 Does our service solve their need? Good + Poor - 2.3 Does it need pre-sell and sell nurture? Low + High - 2.4 How is our current relationship? Strong + Week - 2.5 How strong is the value we add? Strong + Week - 3. Can we win? Parámetros Results Results Results Results 3.1 How is our support within the customer? Fuerte + Week - 3.2 How is our credibility in the Account? Fuerte + Week - 3.3 Do we fit their Culture? Bueno + Poor - 3.4 Do they have a casual way to take decisions? Defined + No Defined - 3.5 Does they thing and target market as we do? Fuerte + Week - 4. It's worth winning? Parámetros Results Results Results Results 4.1 Are the sell in short term? High + Low - 4.2 Are future sells comming? High + Low - 4.3 Are Gross Profit over our average? High + Low - 4.4 Wich is our risk index? Low + High - 4.5 Does it has an Strategic value? Yes + No - Final Score Our Decision GO NO GO Triggers
30. The world is turning digital
31. Evaluate your Digital Ecosystem
32. Undestand the Digital Business Path
33. How is you Digital Ecosystem Digital Countries Maturity Model
34. Hoy mature is your market How Countries Scored on the Digtial Evolution Index (2017)
35. Digital Sells is Powerful
36. 2005 2013 Everybody is conected and ready for action
37. This culture work for us
38. They are in the stratosphere “You want to know who you really are? Then forget about the mountains and museums. Have you had your DNA sequenced? No?! What are you waiting for? Go and do it today. And convince your grandparents, parents, and siblings to have their DNA sequenced too — their data is very valuable for you. And have you heard about these wearable biometric devices that measure your blood pressure and heart rate twenty-four hours a day? Good — so buy one of those, put it on and connect it to your smartphone. And while you are shopping, buy a mobile camera and microphone, record everything you do, and put it online. And allow Google and Facebook to read all your emails, monitor all your Likes and clicks. If you do all that, then the great algorithms of the Internet-of-All-Things will tell you whom to marry, which career to pursue, and whether to start a war.” 
39. Tools relevant for your customers In what channels could your customers contact you ? A. Inbound phone B. Web C. Email D. Snail mail E. SMS F. Chat G. Mobile smart phone app H. Web co-browse I. Twitter J. Facebook
40. Expected Customer interaction 2012 2020 20% 7% 65% 8% Self Service Web Social Phone / IVR Chat Fuente: Gartner, 2014 +50% +300% +150% -64% Digitales Chanels are becoming prefered options 30% 28% 22% 20% Auto Atención Web Social Phone/IVR Chat 20% 7% 65% 8% 3 Years Self Service Web Social Phone/IVRChat
41. Sales role turn into Marketing roles Awareness Interés Consideración Intencion Evaluacion Buy First time contact in some digital channels
42. HQP The new paradigm based in the customer behavioeral and personal segmentation IA, Automation, Machine learning, maximize the customer journey and sell process More CX deliver with less human interaction The funnel from Marketing to Sales Marketing side Commerce Side
43. Is the KPI in percentage at which every sell process, forecast marketing and sells team perform in every desired action such as visiting the store, filling in a contact form, visiting and choosing a product in web site, or complete an purchase order form any Channel. Conversion Rate Optimization, looks at ways to improve this KPIs Is relative to industry, channel and Sell strategy. $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ 50% 40% 10% 5% Conversion Rate
44. Conversion Rate Optimization Descriptive Analysis Whats going on? Prescriptive Analysis How to make it happen? Diagostics Why is this happening? Predictive Analysis What does it work? TIME VISITIS
45. Orchestration Test & optimization Cross Channel ReportingSegmentation/ personalization Better Engagement Email SMS Social Push Mobile Display Consitency best performance Grow haking ROI Conversion Rate Actions
46. TIME VISITIS Conversion Rate Optimization Tooling ATTRACT - Content - Internet - Keywords - PPC - Social - Blog CONVERT - Call to action - Target content - Forms - Omni channel - MKt Automation - Offering CLOSE - Personalization - Lead Nurturing - PPC - CRM - P2P - Workflow DELIGHT - Social Media - CX Orchestation - IA profiling - Workflow - Profiling Work STRANGERS VISITS LEADS CUSTOMERS PROMOTERS
47. Conversion Rate Optimization Metrics TIME VISITIS
48. The AI ecosystem for Marketing REACH ACT CONVERT ENGAGE TIME CUSTOMERINTERACTIONS VALUE Machine learning Propensity Model AI Application 1 2 3 4 5 7 6 8 9 10 11 12 13 14 15 - + demand generation and purchase Intent 1st Purchase Indecisive Customer Lapsed Customer Loyal Customer Repeat Customer 1. Smart Content Curation 2. Programmatic Media Bidding 3. AI generated Content 4. Voice Search 5. Propensity modelling 6. Ad Targeting 7. Predictive Analytics 8. Lead scoring 9. Dynamic pricing 10. Re-Targeting 11. Web & App Personalization 12. Chat bots 13. Predictive customer Services 14. Marketing Automation 15. 1to1 Dynamic Omni- Channel Communication
49. Customers must see One Conversation •Customers want service that is… • Convenient • Context-based • Personal •…regardless of channel, throughout their entire conversation.
50. Unique Conversation is Omni-Channel Web Contact Center Mobile In Person Social Navigation Talk Chat Questions Verification Expertise Talk-Doubt Opinion Tweet
51. “Stop Trying to Delight Your Customers” 75,000 customers surveyed • Loyalty driven by reducing customer effort • Loyalty negligibly affected by exceeding expectations during service • Customer Effort Score (CES) has highest predictive power for Loyalty
52. MediumLow Reach Relevance High Everyone Segments Individual Generalization Segmentation Personalization Funnel optimization is personalization
53. Marketing & Sells Tips...

Transcript

1. Customer’s Strategies Onboarding New Customers & Retaining Old Ones CORFO August 3rd 11.30 am Moneda 921, 2do By Adrian Campanelli adrian.campanelli@gmail.com
2. Some Strategies for onboarding new customers and retaining old ones, Tips to learn form your customers
3. Strategies: Strategy (from Greek stratēgia, "art of a leader”) Is a high- level plan to achieve goals under conditions of uncertainty.
4. Customer (Client): Client, from Latin clientem or clinare meaning "to incline” and is related to the emotive idea of closure Customer: Clients who habitually return to a seller develop customs that allow for regular, sustained commerce.
5. Tips: Information of interest.. in a brief, concise and concrete sentences, that everyone understands. WIKYME all by my self at even better if some image has its impact...
6. Let`s see Some stories
7. You can focus in the virtue of a product, rather on the rational need This suicide pills, comes in different flavors. This is blueberries.. try it!
9. GRATE OPPENING GRATE OPPENING Is all about on doing what is expected, with sense, and doing wright
10. Is not only the correct action ...but in the right context and moment
11. The World has changed
12. ?? Interactive Massive comunication become dual way TV Prensa Sponsor Via Publica BTL Ex pos NT Pop WM mob Radio ...Internet changes traditional media forever
13. Comunication System Model Consumer Experience field Business Experience field Model of Shared experiences (Schramm y Roberts) Medios Mensaje Noice Feed-back Emisor Codif. Decod . Responce Receptor
14. Media/WEB/WAP Interactive Communication Model Media/WEB/WAP Emisor Codif. Receptor Receptor Receptor Receptor Noise Feedback M Feedback I Decod Y Mensaje Mensaje Mensaje Future Self Regulated Ecosystem Codif. Receptor Decod X
15. Communications have shifted The world is Quantic A – Agencies E – Business / Corps T – Media TV- R – Radio P – Press V –Add Publica, POP, Other 1.0 - Internet Tradicional
16. What happen with the Consumer? ...consumer rules more than ever
18. El Cliente Cambió La tecnología le ha dado el Poder al Usuario Now consumer has voice, and the power to compare, discover, comment. Consumers Powered
19. Experience get more relevance Is a requirment : •  Organization Cultural Shift, in marketing, sells, serivces and other areas, on the prosumer. •  Let`s think like the Customer •  Have all the org. the same view The company objetives should be aligned to understand its customer
20. Good Experiencie -> Better Customers CUSTOMER CORP 4 -2 3 2 -3 -3 2 -2 4 CONTACTO IVR EJECUTIVO BACK PAGO T ESPERA DESPACHO ENTREGA USO PRODUCTO
21. Sucess predicted throug CX CES (Customer Effort Score) Measures how much effor a customer is willing to do, in orther to get something from you CSAT (Customer Satisfaction) Measure the Customer satisfaction with the service given (“…Customer is always right”) NPS (Net Promoter Score) Measure the Customer’s Loyalties base in his will to recommend you. THE BUY PREDICTIVITY (predictive power for purshasing) PRDICTIVE POWER FOR INCREMENT USER SPENDING (predictive power for increase spending) harvard business review HIGH HIGH LOW CES CES NPS CSAT CSAT NPS Best efectivness in the CES is overpass the NPS and CSAT
22. interactive media is the place for brands
23. The game has changed the rules
24. Brands is adapting to the new era
25. Evolution of the Massive Approach Is related the way segmentation (1880s–1920s) Unification or Mass Marketing: As transportation systems improved, the economy became unified. Standardized, branded goods were distributed at a national level. The Model T Ford (1920s–1980s): Segmentation: As Market size increased, manufacturers were able to produce different models pitched at different quality points to meet the needs. Demographic, socio-economic and lifestyle factors. (1980s - today): Hyper-segmentation: A shift towards the definition of ever more narrow market segments. Technological advancements, especially in the area of digital communications, allow marketers to communicate very small groups. *********** (Future): Real One 2 One: The personalized experience, Micro FABs, 3D Printing, Time to Market Solutions.
26. Complex Multi-Level Business Models The need to Maintain Brand Consistency and Value through stakeholders Instemreidate Wholesaler Marketer Agency Broker / Dealer Marketer Recruiter Principal Owner Primary Independent Agents Captive Agents Businesses Consumers Prospects & “Insured” Financial Advisors Prospect FAs Prospect Broker / Dealer Tertiary Secondary
27. but it keeps some basic rules
28. The most important, is to make it measurable •  What is NOT Measurable, it can`t be Controlled •  What is NOT Controlled, it can`t be Managed •  What is NOT Managed, it can`t be Improved
29. The most important voice, is inside You: Develop Your intuition; Knowledge is also driven by emotions
30. •  A dream written on a paper, with date and metrics becomes a goal •  A detailed goal in small steps, becomes a plan •  A plan based on actions becomes dreams come true.
31. Segmentation Targeting Positioning Methodology THE S-T-P Approach •  Select base for segmentation •  Profile segments by Characteristics •  Evaluate segments attractiveness •  Select one or more segments as targets •  Develop position for each segment •  Develop marketing programs for each segment
32. Evaluation Technics Oportunity Benchmark Our Offer Competitor A Competitor B Competitor C 1. Is there a real Oportunity? Results Results Results Results 1.1 Does the prospect has a Proyect? Defined + No Defined - 1.2 How is his business profile? Strong + Week - 1.3 How is his finantial condition? Strong + Week - 1.4 Does it have a Budget? Yes + No - 1.5 Does it has a compelling event? Defined + No Defined - 2. Can we compete? Results Results Results Results 2.1 Do they have a decision criteria? Defined + No Defined - 2.2 Does our service solve their need? Good + Poor - 2.3 Does it need pre-sell and sell nurture? Low + High - 2.4 How is our current relationship? Strong + Week - 2.5 How strong is the value we add? Strong + Week - 3. Can we win? Parámetros Results Results Results Results 3.1 How is our support within the customer? Fuerte + Week - 3.2 How is our credibility in the Account? Fuerte + Week - 3.3 Do we fit their Culture? Bueno + Poor - 3.4 Do they have a casual way to take decisions? Defined + No Defined - 3.5 Does they thing and target market as we do? Fuerte + Week - 4. It's worth winning? Parámetros Results Results Results Results 4.1 Are the sell in short term? High + Low - 4.2 Are future sells comming? High + Low - 4.3 Are Gross Profit over our average? High + Low - 4.4 Wich is our risk index? Low + High - 4.5 Does it has an Strategic value? Yes + No - Final Score Our Decision GO NO GO Triggers
33. The world is turning digital
34. Evaluate your Digital Ecosystem
35. Undestand the Digital Business Path
36. How is you Digital Ecosystem Digital Countries Maturity Model
37. Hoy mature is your market How Countries Scored on the Digtial Evolution Index (2017)
38. Digital is Powerful
39. 2005 2013 Everybody is conected and ready for action
40. This culture, work for us?
41. They are in the stratosphere “You want to know who you really are? Then forget about the mountains and museums. Have you had your DNA sequenced? No?! What are you waiting for? Go and do it today. And convince your grandparents, parents, and siblings to have their DNA sequenced too — their data is very valuable for you. And have you heard about these wearable biometric devices that measure your blood pressure and heart rate twenty-four hours a day? Good — so buy one of those, put it on and connect it to your smartphone. And while you are shopping, buy a mobile camera and microphone, record everything you do, and put it online. And allow Google and Facebook to read all your emails, monitor all your Likes and clicks. If you do all that, then the great algorithms of the Internet-of-All-Things will tell you whom to marry, which career to pursue, and whether to start a war.” 
42. Media is relevant to your customers In what channels could your customers contact you? A.  Inbound phone B.  Web C.  Email D.  Snail mail E.  SMS F.  Chat G.  Mobile smart phone app H.  Web co-browse I.  Twitter J.  Facebook
43. Expected Customer interaction 2012 2020 20% 7% 65% 8% Self Service Web Social Phone / IVR Chat Fuente: Gartner, 2014 +50% +300% +150% -64% Digitales Chanels are becoming prefered options 30% 28% 22% 20% Auto Atención Web Social Phone/IVR Chat 20% 7% 65% 8% 8 Years Self Service Web Social Phone/IVR Chat
44. Expected Customer interaction 2012 2020 20% 7% 65% 8% Self Service Web Social Phone / IVR Chat Fuente: Gartner, 2014 +50% +300% +150% -64% Digitales Chanels are becoming prefered options 30% 28% 22% 20% Self Services Web Social Phone/IVR Chat 8 Years
45. Sales role turn into Marketing roles Awareness Interés Consideración Intencion Evaluacion Buy First time contact in some digital channels
46. HQP The new paradigm based in the customer behavioeral and personal segmentation IA, Automation, Machine learning, maximize the customer journey and sell process More CX deliver with less human interaction The funnel from Marketing to Sales Marketing side Commerce Side
47. Is the KPI in percentage at which every sell process, forecast marketing and sells team perform in every desired action such as visiting the store, filling in a contact form, visiting and choosing a product in web site, or complete an purchase order form any Channel. Conversion Rate Optimization, looks at ways to improve this KPIs Is relative to industry, channel and Sell strategy. $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ 50% 40% 10% 5% Conversion Rate
48. Conversion Rate Optimization Descriptive Analysis Whats going on? Prescriptive Analysis How to make it happen? Diagostics Why is this happening? Predictive Analysis What does it work? TIME VISITIS
49. Orchestration Test & optimization Cross Channel Reporting Segmentation/ personalization Better Engagement Email SMS Social Push Mobile Display Consitency best performance Grow haking ROI Conversion Rate Actions
50. TIME VISITIS Conversion Rate Optimization Tooling ATTRACT - Content - Internet - Keywords - PPC - Social - Blog CONVERT - Call to action - Target content - Forms - Omni channel - MKt Automation - Offering CLOSE - Personalization - Lead Nurturing - PPC - CRM - P2P - Workflow DELIGHT - Social Media - CX Orchestation - IA profiling - Workflow - Profiling Work STRANGERS VISITS LEADS CUSTOMERS PROMOTERS
51. Conversion Rate Optimization Metrics TIME VISITIS
52. The AI ecosystem for Marketing REACH ACT CONVERT ENGAGE TIME CUSTOMER INTERACTIONS VALUE Machine learning Propensity Model AI Application 1 2 3 4 5 7 6 8 9 10 11 12 13 14 15 - + demand generation and purchase Intent 1st Purchase Indecisive Customer Lapsed Customer Loyal Customer Repeat Customer 1. Smart Content Curation 2. Programmatic Media Bidding 3. AI generated Content 4. Voice Search 5. Propensity modelling 6. Ad Targeting 7. Predictive Analytics 8. Lead scoring 9. Dynamic pricing 10. Re-Targeting 11. Web & App Personalization 12. Chat bots 13. Predictive customer Services 14. Marketing Automation 15. 1to1 Dynamic Omni- Channel Communication
53. Customers must see One Conversation Customers want service that is… Convenient Context-based Personal …regardless of channel, throughout their entire conversation.
54. Unique Conversation is Omni-Channel Web Contact Center Mobile In Person Social Navigation Talk Chat Questions Verification Expertise Talk-Doubt Opinion Tweet
55. “Stop Trying to Delight Your Customers” 75,000 customers surveyed •  Loyalty driven by reducing customer effort •  Loyalty negligibly affected by exceeding expectations during service •  Customer Effort Score (CES) has highest predictive power for Loyalty
56. Medium Low Reach Relevance High Everyone Segments Individual Generalization Segmentation Personalization Funnel optimization is personalization
57. Marketing & Sells Tips...
58. Understand that Smoke Sellers still exist.. make the difference
59. Understand each other
60. Understand yourself
61. Be direct
62. Tell a story
63. Have a sense of humor No that much
64. Have a sense of humor with kindness
65. in the business side
66. Emprase your Clients & Customers
67. Have unique very valuable product
68. Make them want it every place
69. Selling is a personal thing
70. People, sells people is as simple as..
71. People, read people
72. People, read people
73. I am so happy to be with you today... I’m very important person, I’m uncomfortable in places like this, and I have exactly twenty minutes to be with You. Do not waste this opportunity People, read people
74. Five tips on Body Language
75. Five tips on Body Language
76. ? Five tips on Body Language
77. ! Five tips on Body Language
78. Five tips on Body Language
79. She is alike my aunt Carol Five tips on Body Language
80. Customer focus, is about...
81. 360 Customer View
82. Ominchannel customer view
83. Permission Marketing
84. Micro Segmentation to Personalization
85. Customer Experience
86. Big Data Strategy
87. known known known unknown unknown Reports Analytics Machine Learning Characteristics CUSTOMER TYPES
88. Many Styles for same roleplay...
89. Inventive
90. Creativity
91. Genius
92. Artist
93. Talented
94. Successful
95. it's even easier...
96. Key values - Work your Attitude - Manage Priorities (sence of urgency) - Be Asertive (predictibilility) - Develop Rescilence & Courage
97. Attitude vs Attitude Been Positive: Pacience, happy, open, friendly, perceptive, empathic, perceptive, curious, honest, direct Been Negative: Arrogant, suspicious, angry, fearful, etc.
98. Happiness drives good mood, positive attitude, and makes memorable Attitude Comes from self confidence and happines
99. “People wil forget what you say, what you did, but not what you make them feel” Carl Buechner Attitude is developed
102. Manage Priorities
103. Be Asertive
104. Resicilense and Courage
105. The Positive Sellsman Behavior •  To have a coherent body language with its speech •  Smile and look into their eyes •  Be spontaneous •  Have a right approach to other's space bubble •  Remember their names •  Share good feelings •  Listen twice what speaks •  Negotiate strong & firmly •  Does not hesitate •  Do baby steps
106. Negociation Understanding the Buyer Journey
107. The Buyer Journey Identifying the buyer journey helps us to know how decisions are made, how complex the buying process is, and how buyers behave during the buying process. Identifying the buyer decision helps us to know why decisions are made, why complex initiatives are important, why compelling trigger events matter, and what criteria's do they use.
108. What are buyer triggers? “A Trigger is an event that causes a buyer to have a clear need, which usually converts into a sense of purpose and urgency in their buying process.”
109. Why triggers? Recognize who to target Improve your messaging to those prospects Qualifying who is really ready gives you the ability to help a customer recognize when a trigger has happened Create the trigger when you are nurturing leads... • You hard disk fails, and you realize you need a better backup system • You have a burglary, and realize you want a far better video security system • Your company grows beyond a certain size, and your old manual HR systems can no longer cope and crash Examples
110. Our key buyers “We just had a major escalation on social media and we did not have the tools to react accurately. We really need to look for a solution that gives us more insight and control.” “We just dropped 4 positions in the Customer Satisfaction index for banking. I need to up my game and get us back on track.” “My IT budget has been cut again I need to look at lowering my maintenance cost.”
111. What You need in tree steps 1.  Identify the buyers that buy your solution 2.  Identify the trigger that typically get them into a serious buying mode (actively looking) 3.  Create messaging and content for each trigger
112. Build a Collaborative Relationship
113. –  Create a comfortable environment –  Make a personal connection by bringing your personality into the communication –  MUST have a genuine desire to serve –  Be present in the conversation –  Focused on a script or canned response –  Bring your personality into the dialogue while exercising questioning and listening skills –  Invite two-way dialogue and listening well with validating confirmation Relationship Comes First, Task Second
114. Think to reach “a client”
116. Target: male + 50
117. Target 25<male
118. To him.. Develop personalization offers allowing each client to have a unique experience. Offer him the right product, in the right moment. Focus is customer centric
119. Tools for doing it Map behavior patterns in order to create personalization solutions through knowledge Big Data Cloud Computing User Experience Recommendation Systems
120. Big Data
121. Personalization & UX
123. Customer value an unique experience. Deserves, the right product, in the right moment, with a great value
124. Thanks! Question or comments? by Adrian Campanelli adrian.campanelli@napse.global