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Originally posted on the salesforce blog.

The cost of acquisition is rising, and the always-connected customer expects more from brands. As a result, leading marketers are having to change the way they approach their roles. Chasing new customers is no longer the priority – instead, it’s about customer satisfaction, and understanding the overall customer journey.

According to the 2016 State of Marketing report by Salesforce Research, the marketer’s role has shifted from a primary focus on customer acquisition, to working instead with the broader business to enhance the customer experience at every touchpoint. In summary, marketing today is “more about building and sustaining customer relationships than merely filling the funnel.”

The report shows that high performing marketing teams are 8.8 times more likely than underperformers to strongly agree that they’ve adopted a customer journey strategy as part of their overall business strategy. 73% say that a customer journey strategy has positively impacted overall customer engagement. It’s becoming pretty clear that a short term view will only hurt marketing organisations in the long term!

Already, the most successful marketers are taking a leadership position amongst the executive team. This model makes so much sense – it lets the entire team share a common strategy for the customer journey, and better still, marketing has input into much more than just brand development and customer acquisition. It is actively helping to shape service delivery, sales and more. Silos crumble as teams work together in this way to perfect the customer experience.

A great local example of this is at Ivy College, a recent Australian start-up that offers online education to busy adult learners. Ivy College was ranked by BRW as the fourth most innovative company of 2015, and named Australia’s top medium-sized business for service excellence by the Customer Service Institute of Australia. These two awards are testimony to the company’s customer-centric approach that flips the traditional model of education and instead delivers the content that students need, when they need it. The approach taken by Ivy College’s marketing team – and the broader business, by the way – is consistently driving customer outcomes that lead to repeat business. There’s no ‘churn and burn’ – and that’s the key.

How other Australian marketers can catch up

It seems that Ivy College is the anomaly in Australia. The good news is, it doesn’t need to be. However, the 2016 State of Marketing report does reveal that Australian marketers have some work to do in catching up to overseas counterparts when it comes to customer experience. In Australia, the top marketing priority is brand awareness (37%), and the top marketing success measure is revenue growth (33%). Customer satisfaction comes in second at 29%.

More tellingly, only half of Australian marketers currently rate their ability to create personalised, omni-channel customer experiences across all business units as excellent or above average. So, what should these marketers prioritise in order to catch up and deliver on what customers today expect from companies?

1. Gain executive support

This new approach to marketing relies on executive support. As the report shows, the world’s best marketing teams have buy-in from company leaders, with 83% feeling confident of having their executive team’s complete commitment to the marketing strategy.

An iterative, agile approach is useful for gaining fast support and demonstrating quick wins; and you can build on these wins to gain even more support. As you gather buy-in momentum, you find yourself in a better position to make customer journeys an ongoing part of the business conversation, and to steer your large media and acquisition budgets away from strategies that deliver short-term pay-back to those that focus on customer satisfaction and long-term success.

2. Bring the customer into the centre of the planning process

Ensure that the customer is at the centre of all business decisions. This is easy to say, but hard to remember because it’s a behaviour change – a muscle you need to continually flex until it forms. Here’s my tip – adorn the walls with customer artefacts, journey maps, social interactions and more to bring the voice of the customer into every decision-making environment, across all business teams.

3. Break down entrenched silos through collaboration

To create a personalised, omni-channel customer experience, you need to work together with other departments within the business – from finance to sales to service. Factor them into every decision. Create a language around the customer that is used consistently across the entire business; and use technologies like Salesforce Marketing Cloud’s Journey Builder to create 1-to-1 customer journeys and deliver a seamless customer experience across all touchpoints.

4. Lead the customer experience

Marketing has a great opportunity to lead the way here. Yet, it requires a rethinking of the metrics of success. While we can’t throw away revenue metrics, we can add to them. We can think through the customer journey to see which moments will impact revenue down the track – such as when the customer first unboxes and uses your product, lodges a claim, or needs to ask for help. Focus your team on the key moments of importance as viewed through the eyes of the customer, and get the broader business involved with this prioritisation. Remember, it only works when you’ve built a model of collaboration between departments.

5. Gain a single customer view

You’ve heard it a million times, but that doesn’t make it any less true. Technology is your biggest advantage. Technology plays a critical role in the new approach to nurturing the customer experience. Different groups within the business can take full advantage of having the same single view of the customer – or, the one source of truth – to shape better decisions and guide amazing customer interactions. As the report shows, high-performing marketers are 13.7 times more likely to have integrated business systems to create a single customer view.

Australian marketers have a great opportunity to raise the bar and really respond to customers’ growing demands for more personalised, relevant and meaningful interactions – simply by taking their eye off the acquisition of a single customer and turning their attention to building and growing customer journeys. Instead of pouring marketing budget down the drain of unsustainable search and social spend, a shift in thinking will see much more strategic allocation of marketing minds and dollars – for greater long-term results. Marketers, it’s easy when you know how.

Download the full 2016 State of Marketing Report HERE

 

Interview with Dropbox for Dropeverything

Final slides posted on the event page below.

FOM 2015 Blog image

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Highlights summary of World Tour 2015 below, full keynote here.

By the numbers:

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Content from the Asia Pacific conference of the Salesforce marketing Cloud, including recorded general sessions and slides from breakouts are now available at http://connectapac.co/content.

If you are time poor, check out our quick event summary below:

Power 25 Marketing Leaders

It’s a well-worn phrase but it has never been as relevant as it is right now.

Talk to any marketing leader, whether they are a Chief Marketing Officer, Chief Digital Officer or Chief Executive Officer, and the conversation is the same: Change and how to deal with it.

Reflected in our new Power 25 book is the future of our industry: a group of intelligent and innovative individuals, equally capable of crunching the numbers and developing creative strategies, blessed with an ingrained understanding of the consumer and strong vision for the future.

I hope you enjoy learning from Asia Pacific’s most innovative leaders, because these are individuals who are paving the way for the next generation of leaders.

http://cxopowerbook.com/

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Credit: Ryan Bonnici for the curation and production, nice job

Nice to join the folks at Channel News Asia for a discussion on technology to engage customers in the hotel industry. The old school rewards program is making way for a new generation of stay experiences designed to build true loyalty. Technology is playing a part by allowing these experiences to me more personal and more relevant.

View the recording

For example iBeacon (or more specifically BLE) technology means crossing the threshold of a hotel could trigger a more personalized welcome where just like the best luxury hotels your needs are anticipated. Technology means every hotel manager now has the power to create personal experiences. The challenge is combining permission and personalization to create something people want and will switch hotels for.

Tech-know

If you’d like to know more, check out the Dreamforce keynote with Kimpton Hotels.

Aside: Patrick and Steve are super smart and super-quick, quite impressed with their intellectual agility.

Inner Circle was a series of small gatherings of senior marketing executives from Australian and Kiwi brands, getting together to share ideas around their digital marketing challenges this year. Common themes across the 4 cities included data, the importance of winning the moment and the challenges in getting the right skills available for an increasingly broad set of program needs.

Thanks to some clever work from our visual scribe, we ended up with some great visual summaries of the conversations, here are a few.

Sydney:

Exact Target_Inner Circle_Sydney

Melbourne:

ExactTarget_Inner Circle_Melbourne

Here’s a quick video summary from the Melbourne event.

Listen carefully during a particularly quiet meeting and you will hear the quiet buzz of application notifications pleading for the diverted attention of their owners. If you’ve spent time growing out your network, you probably find you need to allocate time in your day just to process birthday notifications from not only your calendar and facebook but now also from linkedin networks. All of these seek only momentary attention, but overwhelmingly fail to connect in a moment that matters.

According to Mary Meeker from Kleiner Perkins, this is only the beginning. Mobile advertising is largely under-represented when compared to time spent with other channels such as print, TV and online, representing a $30B gap in spending. Social networks, on-demand video platforms and other forms of new media will soon start to close the gap and increase the demand for mobile attention.

Is your next executive assistant an app?

Recently I started noticing notifications from the LinkedIn Connected application just as I was preparing for meetings with a linkedin connection. These represent a new type of just in time intelligence which inspect personal calendars, social networks and email inboxes to help uncover patterns and use data to inform the delivery of more relevant alerts.

Connected App Screenshot

For example, RelateIQ develops relationship intelligence by first looking at who you communicate with via your organization’s email server, you don’t need to perform data entry to prioritize your contact relationships as the algorithm learns who is important to you when its time to make contact again.

The Sunrise app brings together your personal calendar with your apps showing your foursquare checkins, where you are going on TripIt as well as if that band you like is playing on the weekend from Songkick.

Salesforce1 Today was originally conceived as “project Joe” and is designed to emulate the real life whispering of CEO Marc Benioff’s ever present executive assistant. The Today app works by connecting your phone calendar to the CRM system and an intelligence engine to show information on contacts and history just in time based on what you need to do today.

It would be great to have your own Joe, but perhaps a smart phone and a clever algorithm might now be the next best thing.

Is your app smart about how it communicates with users?

According to Google’s Our Mobile Planet tool, global smartphone users download an average of 26.1 apps. Now that 47% of marketers have invested in a mobile application, if you haven’t built intelligence into the way your app communicates with its users, you may be facing relegation to the dreaded phone folder or even deletion.

The good news is the same segmentation and relevance engines that are used for websites and email marketing are also available for mobile apps, just by hooking your app into a cloud based marketing platform you can start using the behavioral data you gather through your mobile app, web analytics or CRM to drive the notifications your app presents in a much more relevant way.

In addition 70% of marketers with a mobile app are not yet using one of the most obvious drivers of mobile relevance, location. When you are thinking about scenarios start with retail presences to connect when customers come near your store and then explore more creative usages such as when your customer attends a festival, gig or fun-run.

Keep adding more channels to your marketing team’s toolkit, but remember there is only one cure for message avoidance and its relevance.

It was great to bring the big salesforce.com show to Melbourne for the first time and to see the 2000+ friends we have developed over the last 10 years in Australia.

Also featured at the event was a great new Australian story from Hills.

 

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