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YEAR OF THE
2 KEY DIGITAL STRATEGIES
CUSTOMER
2016
HI.I’m Craig – @smallfarmdesign
IS YOUR CURRENT
EXPERIENCE SUPERIOR
?
80%
Companies believe they
provide a superior experience
8%
Customers who agree
80%
8%
THE EXPERIENCE GAP
Companies believe they
provide a superior experience
Customers who agree
“”In 2016, CX will be among the
top 10 critical success factors
determining who will win and
who will fail in the age of the
customer.
Forrester
2 DIGITAL STRATEGIES
2 DIGITAL STRATEGIES
BETTER A/B TESTING1
STOP THROWING
TO SEE WHAT STICKS
GATHER DATA
GATHER DATA
CREATE HYPOTHESES
GATHER DATA
CREATE HYPOTHESES
RUN TESTS
GATHER DATA
CREATE HYPOTHESES
RUN TESTS
ANALYZE & REPEAT
2 DIGITAL STRATEGIES
PERSONALIZED EXPERIENCES2
“”Consumers will expect to have
more relevant content and will
also expect brands to know
more about them in the course
of their interactions.
John Arnold
“”Marketers agree that their
organization’s growth
ultimately depends on
personalization and better
customer knowledge
IBM Commerce Report
Hmm,
“”Only 31% of marketers say
they use customer data to
provide better experiences
“”Only 16% of marketers feel
that their organizations are
delivering customer
experiences that fulfill their
brand promises
“”5% of marketers say they have
mastered the ability to predict
the customer journey and truly
understand which actions will
derive maximum value
“”Only 3% of marketers said
they were realizing the full
revenue potential of their
customers
WTF?
HOW WE GOT STARTED
HOW WE GOT STARTED
PICK SOMETHING1
HOW WE GOT STARTED
STAY SMALL2
PICK SOMETHING1
Logo
What Style?
Vera Wang
Logo
Custom (DNA)
Neil Lane
Tolkowsky
What Price?
How To Start?
What Style?
Vera Wang
Logo
Custom (DNA)
Vera Wang
Neil Lane
Tolkowsky
What Style?
What Price?
How To Start?
Non-Branded
Custom (DNA)
What Style?
Vera Wang
Logo
Custom (DNA)
Vera Wang
Neil Lane
Tolkowsky
What Style?
What Price?
How To Start?
Non-Branded
Custom (DNA)
Customer Exits
Diamond Jewelry
What Style?
Vera Wang
Logo
Home
Custom (DNA)
Vera Wang
Neil Lane
Tolkowsky
What Style?
What Price?
How To Start?
Non-Branded
Custom (DNA)
Returning Customer
Customer Exits
Education
Non-Branded
Gallery (PLP)
Brand
Custom (DNA)
What Style?
Vera Wang
Logo
Home
Custom (DNA)
Vera Wang
Neil Lane
Tolkowsky
What Style?
What Price?
How To Start?
Non-Branded
Custom (DNA)
Returning Customer
Customer Exits
Education
Non-Branded
Gallery (PLP)
Brand
Custom (DNA)
Customer Enters
SEO /SEM
Diamond Jewelry
Email
Social Retargeting
Diamond Jewelry
Home
Radio / TV
HOW WE GOT STARTED
STAY SMALL2
SNOWBALL LEARNINGS3
PICK SOMETHING1
WHAT IT MEANS
=
HAPPY CUSTOMERS
HAPPY EXECUTIVES
QUESTIONS
? 
Lemme know– @smallfarmdesign

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