Friday, July 25, 2014

ICYMI: Preferences, Privacy and Personalization in the News

Here’s our roundup of recent news and views worth checking out:

Did you know that a whopping 87 percent of consumers want a “do not track” option in their browsers to avoid marketers? In a recent study by Razorfish and Adobe, consumers are asked what they really think about ad targeting and data collection. While it’s no surprise that marketers embrace ad targeting to create more effective and engaging campaigns, the study reveals that consumers are still split on whether or not they see this as an invasion of privacy. Click here for full story.

Most CMOs will tell you that marketing intangible services like wealth management, consulting and accounting can be a challenge. It is difficult to communicate in a way that makes what they’re selling understandable, interesting and desirable. Because consumers want something unique, engaging, and informative, marketers must cut through industry specific jargon and confusing messages to set themselves apart from their competitors and appeal to their audience. Click here for full story. 

What does R&B recording artist John Legend know about successful marketing techniques? A lot. Legend recently sat down and discussed how creativity can resonate with any audience. He credits his most recent music video receiving over 160 million times on YouTube to five creative keys. By creating authentic content and striving to connect with your audience on an emotional level, marketers will be successful in building loyalty and trust. Click here for full story.

Today, consumers are not only looking for the best product or service, they also want the best experience. With the goal of increasing brand loyalty, many companies are transforming their sales operations and customer service to enhance the overall customer experience. Companies like Starbucks and Zappos strive to provide memorable and positive experiences that go beyond the products that they sell. In the age of the empowered customer, this attention to detail can go a long way. Click here for full story.

Research reveals products best suited to mobile advertising

Each year, billions of dollars are spent on mobile display advertising. For banner ads to be effective, marketers need to know when and how to use them. Not all products and services are suitable for smartphone advertisements. Recent studies show that for products that require considerable thought before purchasing like vehicles or appliances, banner advertisements are a good option. On the contrary, banner ads for low-involvement purchases like movie tickets or toothbrushes are not effective. Click here for full article.

Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

Thursday, July 24, 2014

5 Tips for Using Customer Data to Deliver High Value

Values for CustomerCustomers have learned that in order to have a more customized experience they need to provide the data to drive those high-value communications and experiences. However, the burden is on marketers to become better in delivering on that expectation in order to give customers a reason to supply the necessary data.

In a recent study by Consulting firm Emnos, it was noted that shoppers want relevant solutions – tips and advice that will simplify their lives, save on time, and deliver information. However, 83% feel that retailers are not providing sufficient information and resources.

This should be a wakeup call to marketers to do more than just collect data. They should use customer information to provide a clear and obvious improvement in the customer experience.

This fact is reinforced by a recent survey from data insight company ClickFox, which stated that about 32% of consumers said they're most willing to share personal data if they feel loyal to a brand.

Data influences every decision that Avis Budget makes, from product, to distribution, to communication.

With records from 40 million customers, finding data to analyze wasn’t an issue, it was how to structure the use of data that was the challenge. Understanding the value of the “total” customer through data helped the company to determine communication strategies and helped to differentiate customer service solutions.

Jeannine Haas, CMO, Avis Budget Group stated, “...we look for ways to infuse the customer experience with data… It helps us organize our contact strategy..., which in turn increases [its] effectiveness ... The most critical achievement of the project may be the “single view” of the customers...Information is consolidated into a web-based dashboard that the front-line customer-facing employees can access.”

The company used data technology to get a single 360-degree view of its customer by applying a segmentation strategy called 'customer lifetime value.' They looked for ways to infuse the customer experience with intelligence Tim Doolittle, vice president of CRM, Avis Budget noted that “Differentiation today is based on customer service and customer experience... We lacked an organized process and analytics infrastructure to leverage our data assets, to improve marketing ROI and the customer experience and to drive long-term customer value...”

“...We've added win-back and peer prospecting for a total of six segments, and that's how we organize our contact strategy group. That approach has increased the effectiveness of our contact strategy, in many cases above 30% over control.”
5 Takeaways for Using Customer Information to Drive High Value Customer Experiences
1. Use Data to Provide Useful Information - Make it easy for shoppers to understand that you’re collecting data in order to give them a better experience.
2. Use Data to Solve Problems - Identify issues and solve problems based on customer input and customer communications.
3. Positive Experiences Drive Customers to Share Data - Marketers need to continuously provide excellent customer experiences because this is what proves knowledge of customers as more than a transaction--but as a person.
4. Use Data to Actionably Improve Customer Communication - Due to lack of customer insights companies are often only able to provide generic responses, leaving the customer feeling more frustrated. Personalize communication, responses, and experiences.

5. Don’t Just Collect Data ... Use it as a Tool - Look beyond the last click, or the most recent search, to provide an experience that covers a consumer's entire purchasing journey.

About the Author:
Ernan Roman Direct Marketing's Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.

As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients' customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.

he results achieved by ERDM's VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.

Visit his blog at:

Wednesday, July 16, 2014

Implementing Preference Management: Moving From Discussion to Action

The final post of a five-part series about making the case for preference management

Implementing Preference Management: Moving From Discussion to Action
Here's an all-too familiar scenario: senior leadership recognizes the need for better, more efficient customer engagement and understands that a sophisticated preference management solution is a necessary prerequisite to achieving that goal. Preference management is listed as a priority and handed to IT for a feasibility and cost study. The study reveals significant challenges and results in a gloomy report that it is prohibitively expensive, requires an unreasonable timetable or is deemed impossible given the enterprise’s current infrastructure. Discouraged by the result, senior leadership shelves the initiative, only to return to it during the next budget/planning cycle.

It's an unfortunate pattern but one than can be broken. The key, in many cases, is creating a smaller goal and letting the preference management initiative prove itself prior to larger investment or broader expansion. Here are three simple preference management actions (offered in order of complexity) that can actually be proposed, piloted, budgeted and achieved quickly:

  1. Offer opt-down functionality in your email marketing: Instead of presenting customers with an all-or-nothing engagement, give them the power to tailor communications to suit their interests. Offering an opt-down option drastically reduces opt-outs and helps marketers focus messaging on topics of interest. 
  2. Install a website preference center: Create an easy-to-use portal where prospects and customers can create individual profiles, select topics of interest, preferred delivery channels and pace of communications. Preference centers provide the ability for customers to maintain their preferences as their interests change over time.
  3. Expand your preference collection with a limited starter program: Preference management should be present at every interaction point between brand and customer, such as mobile, social media, in-store, contact center and more. However, these initiatives require approval from many stakeholders and can quickly become bogged down or even abandoned. Identify a specific brand or line of business to use as a starter program to prove preference management ROI and gain momentum before seeking company-wide application. 

Approaching preference management as a series of actionable steps makes it easier to plan and earn organizational buy-in.  The challenge of making the case for preference management in an enterprise environment can be complex and multi-faceted. In many ways, it quickly becomes a process of simplification - clear delineation of what it is, why it is important and how to begin.

Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda