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inQuba Webinar Mastering Customer Journey Management with Dr Graham Hill
- 1. Mastering Customer Journey Management A 45-minute webinar with Dr Graham Hill & inQuba
- 3. Call to Adventure… Customer-responsive personalisation is up to 44x more effective at driving sales than company-driven communications Source: Koen Pauwels 2023, de Haan, Wiesel & Pauwels 2016 ‘Which Type of Digital Ads Boosts Sales,’ July 23 2023 44x more effective
- 4. Rule 1. You need to understand customers, their jobs and journeys they employ to get them done and how they measure success Source: Discovery Vitality 2024
- 5. Rule 2… And design modular products, services and experiences that can be adapted to fit individual customer’s journeys Source: Discovery Vitality 2024
- 6. Rule 3. But first, you need to identify that the customer has entered the market, and what they want from you Source: Discovery Vitality 2024
- 7. Rule 4… Then offer them a personalised proposition that helps him get their job done better than the alternatives, (and of course, buy your product) Source: Discovery Vitality 2024
- 8. Rule 5… And orchestrate all the contacts in the customer's end-to-end buying journey, their sequencing and flow Source: Discovery Vitality 2024
- 9. Rule 6… The customer will asses the peak, trend and ending of their buying experience with you (and with others)
- 10. Rule 7… Get it right and you increase the likelihood that the customer will buy from you again in the future
- 11. Call to Action… inQuba's Journey Analytics will help you understand what customers want, and its Journey Orchestration will help you give it to them
- 13. CUSTOMER PROFITABILITY PLAYBOOK CUSTOMERS REACH THEIR GOALS Customers must progress along the journey and keep moving forward and not drop off along the journey and not incur unnecessary costs PROFITABLE BUSINESS Profitable business is achieved if customers reach their goals and either buy new or additional solutions or continue to spend on current solutions. Equally the customer journeys needs to manage costs to improve profitability CUSTOMERS ACT ON NUDGES The nudges sent to customers must both be read by them and they need to resonate with the content to move them forward in the journey CUSTOMERS RECEIVE VALUE The customers must perceive value in the solution that is being offered to them. The delivery of value to the customer is a pre-requisite for moving forward in the journey. CUSTOMERS PROGRESS TOWARDS GOALS Customers must be nudged along the customer journey and when they do stall, the right interventions need to put in place to move them forward. This may be digital nudges or people nudges. Systemic poor experiences must also be improved through project initiatives MANAGE CUSTOMERS THROUGH JOURNEYS Customers must be targeted and communicated to, along a journey. They need to be identified and tracked to ensure that they can be managed on the journey
- 14. Tools Utilised
- 15. REAL JOURNEYS & REAL INSIGHTS Transactions from LOB and CRM Systems Example: LOB or Workflow Records Quantitative Feedback Qualitative Feedback Very good! Charlotte Weaver Today, 17:40 Wow @TransAtlantic, I’m a little frustrated by the slow pace of this claim… @charlotte99 Today, 15:40 Transactional Emotional Idle Journey Points (no further action) Elapsed Period
- 16. CUSTOMER JOURNEY DEFINITION Start Points Neutral Points Drop Off Points Goal Points
- 17. JOURNEY POINT CONNECTORS Website Clicks and Ad Links Flowgear Power Automate eMail Communications Transaction Sources Batch Transaction and Event Files Rest API and Webhooks
- 18. CONTACT MATCHING • The matching of contacts is summarized as follows: – Matching first occurs on the Contact ID – Where Contact IDs don’t match but there is a match on another attribute, the Contact IDs merge – Where no Contact Attributes can be matched, a new contact is created New Data Contact ID Matches Details Updated (Email, etc.) Contact ID Doesn’t Match Email Address Matches Contact IDs Merged Email Address Doesn’t Match Mobile Matches Mobile Doesn’t Match Facebook/Twitter Matches No Social Match New Contact Created
- 19. Messages matched to the audience. The right creatives and tone to drive the right outcomes 3. CONTENT 2. AUDIENCE 4. BEHAVIOURAL NUDGE TIMING Messages that are synchronized to the needs of the customer at that point in the Journey Understanding the Experiential/Emotional state that the architype is feeling at this point in the Journey 1. EMOTIONAL STATE Profiled audience grouped by architypes to ensure matching of message and profile ORCHESTRATION BASED UPON EMOTIONAL CONTEXT
- 20. CUSTOMER CONTEXT Engagement, activities, goals, products Value delivery perception, customer experience, brand perception Single View Personal data including demographics, contact details Rules driven cohorts based on any of the other data that allows personalised treatment
- 21. THE POWER OF THE NUDGE Journey Start Neutral Point Neutral Point Goal Web Nudge Call Centre Call WhatsApp Chat
- 22. WELLNESS PROGRAM ONBOARDING USE CASE : HEALTH INSURER The international leader in healthcare wellness want to ensure that their customers were actively engaged in their wellness program. The journey consisted of 4 sub journeys each with a different set of benefits that aims to drive signup of those benefits. CHALLENGES The challenges to overcome included: • Ensuring active engagement in the program to reduce lapsing of members • Explaining a relatively complex program to new members and ensuring that the messagingg was clear and succent. • Ensuring that the customers were only targeted one set of messages at a time • Ensuring that there was active engagement from customers in the program through the use of compelling multimedia • Making sure that the messaging for any customer takes into account their context and if they have engaged with the benefit A solution was crafted to actively engage customers and ensure that they signed up in one of four benefits. Poor Experience Lost Revenue Lack of Focus
- 24. Active Rewards: Activation Comms Button selection renders a reply text with same wording Embedded URLs behind each of these buttons will take respondents to the Discovery portal where they will sign-in and get redirected to the page specific to each reply option
- 25. Active Rewards: Reminder for idle respondents To be sent 48 hours after the first message if member has not activated AR Clickable link to specified URL
- 26. Active Rewards: Guidance on earning reward Once the benefit is active, send engagement confirming their activation and offering them guidance on how to earn their reward Clickable link to specified URL
- 27. Active Rewards: Reminder for idle respondents To be sent 5 days after the first idle message if member has not activated any benefit Clickable link to specified URL
- 28. Active Rewards: Post activation survey Super easy Not too bad Complicated Super easy Not too bad Complicated Super easy Not too bad Complicated
- 30. COMPARING DROP OFFS TO GOAL ACHIEVEMENT Goal Achievement Drop Off
- 32. UNIQUE ENGAGEMENT PATHS 0 200 400 600 800 1000 1200 1 10 19 28 37 46 55 64 73 82 91 100 109 118 127 136 145 154 163 172 181 190 199 208 217 226 235 244 253 262 271 280 289 298 307 316 325 334 343 352 361 370 379 388 397 406 415 424 433 442 451 460 469 478 487 496 Number of Customers Unique Paths Unique Engagement Paths 3842 50% of Customers 7774 Total Goals
- 33. BUSINESS IMPACT A very significant increase in engagement Actuarially proven reduction in lapses
- 34. BUSINESS IMPACT A shift from onboarding to usage Very granular prompts and incentives to drive outcomes
- 35. Thank you!
Editor's Notes
- Example solution screens (hinting at product existence now..)
- FNB USE CASE