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Enhancing the Customer Experience While Growing Your Bottom Line

Enhancing the Customer Experience While Growing Your Bottom Line. Eileen White Executive Director Client Management CDS Global. Are Digital Strategies Fully Developed?. Are Digital Strategies Fully Developed?. Percentage. Survey Year. Digital Revenue Breakout by Revenue Stream.

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Enhancing the Customer Experience While Growing Your Bottom Line

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  1. Enhancing the Customer Experience While Growing Your Bottom Line Eileen WhiteExecutive Director Client ManagementCDS Global

  2. Are Digital Strategies Fully Developed?

  3. Are Digital Strategies Fully Developed? Percentage Survey Year

  4. Digital Revenue Breakout by Revenue Stream Other Digital Revenue Steams: E-commerce, web stores, online shopping environments; Website content subs/user fees; Online video advertising, sponsorships or other related-revenues ; Online subscription ordering/processing; Virtual events/webinars/webcasts; Online education/learning; Subscriptions/sales of apps for digital devices; Publication (book or report) sales: digital; Online memberships; Content licensing to other organizations/media companies; E-newsletter, content e-mail subs; Coupons; SMS/text messaging marketing/advertising sales; Other /Misc.

  5. Gather Customer Email Addresses

  6. Gather Customer Email AddressesActionable Tips • Utilize customer service to ask for email addresses • Incent the customer to provide email • Extend an issue, etc. • Validate existing emails on file • Prompt for email at login to customer care • Validate with element for security • Ask for email through all order mechanisms • Online acquisition channels • Insert cards, etc. • Website clubs or newsletters • Require email at the time of registrations/authentication • Use permissions wisely or customers opt out of everything

  7. Gather Customer Email Addresses

  8. Gather Customer Email Addresses

  9. Make SureYourPages AreMobile Optimized

  10. Mobile Optimization • Optimize all acquisition and customer care pages for all devices • Creates a clean and user-friendly environment without scrolling • Responsive design allows content to dynamically change to fit device • Google beginning to drop ratings if not mobile-optimized • Analytics • Devices utilized • Apple vs. Android vs. Desktop • Promote your digital brands

  11. Mobile Optimization Example:Customer Acquisition(Desktop)

  12. Mobile OptimizationExample:Acquisition(Mobile)

  13. Mobile OptimiztionExample:Customer Care (Desktop)

  14. Mobile OptimizationExample:Customer Care (Mobile)

  15. Implement PaywallsDigital Subscriptions

  16. Implement PaywallsMembership Model

  17. Enhance Your Sales Efforts

  18. Enhance Your Sales Efforts: Case Example: Highlights for Children

  19. Enhance Your Sales Efforts:Single-Click Cross-sell Offer

  20. Enhance Your Sales Efforts:Cross-Sell Offer on Account Summary Page

  21. Enhance Your Sales Efforts:Impulse Offers

  22. Enhance Your Sales Efforts:Refer-A-Friend

  23. Save Your Customers After they Cancel their Subscription

  24. Maximize new online orders with immediate mailed promotions of complimentary products

  25. Leverage Social Media as a Channel

  26. Use as a search channel

  27. Best Practices • Editorial posts drive considerably more engagement than consumer marketing posts • All top-performing consumer marketing posts reference contests & link to entry pages • “Like this” calls to action generated the greatest engagement among consumer marketing posts

  28. Best Practices • Install Twitter Cards (shareable links) for site content • Include photos, videos and links in tweets • Photo/video tweets get 4-5x the engagement • “RT” calls to action generated the greatest engagement among consumer marketing posts

  29. Recap: Top Tips for Enhancing Your Customer Experience and Growing Your Bottom Line • Gather email addresses • Optimize for mobile • Implement Paywalls • Enhance Your Sales Efforts (Phone & Online) • Cancel/Save Customer Programs • Immediately promote relevant products to new customers • Leverage Social Media

  30. Thank You

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