Keep your subscribers happy and interested in your brand by providing what they want, when they want it, and via what channel.

1. Customer Journey: Masterclass
Strategies to create ‘Engaged’ customers
Billy Loizou
Creative Strategist
@billyloizou
#ETmasterclass

2. 1. From Melbourne
2. Love:
• Coffee
• Hiking
• Basketball
• Willow
3. Obsessed:
• Simplicity
• Customer Experience
• Technology
Meet Billy

3. STAGE ACQUIRE ONBOARD ENGAGE
on·board [awn-bohrd]
why: to make new members feel like they’re
part of the family, getting the inside scoop on
each and everything your brand has to offer.
RETAIN

4. STAGE ACQUIRE ONBOARD ENGAGE
en·gage [en-geyj]
why: to keep your subscribers happy and
interested in your brand by providing what they
want, when they want it, and via what channel.
RETAIN

5. Acquire
Onboard
Engage
Retain

6. Website
Acquisition
Social Acquisition
Welcome
Series
Refer a Friend
Educational
Series
Newsletter
Promotional
Post-Purchase:
Next best offer
Birthday
Wish list /
Back in stock
Abandoned
Cart Program
Loyalty
Reengagement
Winback
SMS
Acquisition

7. How do we
engage our customers?

8. Delivering the right message
at the right time via the right channel…

9. <1990 1990s
Events
Direct Mail
Telephone
1999 2000s 2013
TV
Radio
Print
Display
IM
Email
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Cable TV
Website
Search
Online Display
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Webinars
Affiliate Marketing
Mobile Email
SMS
IM
Email
Events
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs
RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Apps/Push Notifications
Group Texting
Social DM
Voice Marketing
Mobile Email
SMS + MMS
IM
Events
Email
Direct Mail
Telephone
TV
Radio
Print
Display
Website
Search
Online Display
Paid Search
Landing Pages
Microsites
Online Video
Affiliate Marketing
Webinars
Blogs/ RSS
Podcasts
Contextual
Wikis
Social Networks
Mobile Web
Behavioral
Social Media & Ads
Virtual Worlds
Widgets
Twitter
Mobile Apps
Geolocation
IM
Email
Events
Direct Mail
Telephone
Marketing (R)Evolution

11. The Global Mobile Reality
2005 2013

12. 5 Billion
Smartphones
Your Favourite App
Every consumer
is now a customer
Web/Search
Social
SMS
Email
Connected Devices
Transport
They are already
cross-channel
Mobile is a
way of life

13. 5 Billion
Smartphones
Your Favourite App
Every consumer
is now a customer
Web/Search
Social
SMS
Email
Connected Devices
Transport
They are already
cross-channel
Mobile is a
way of life
What is the first thing
you do when you wake up?

14. Blurring the lines between the
digital and physical world…

15. I want you to
remember 3 things…

16. SERVICE

17. 89%
of customers leave
a brand due to bad
customer service.
Source: 2014 State of Marketing

18. How we can provide an
impeccable service?

19. RELEVANCE

20. 61%
of marketers are
focusing their spend
on data & analytics.
Source: 2014 State of Marketing

21. Relevancy = Revenue

22. EXPERIENCE

23. 45%
of email opens
are now coming
from a mobile
device or tablet.
Source: 2014 State of Marketing

24. What channels work
best for your business?

26. Techy
Tracey
Media Journey
Banking
Ben
Banking Journey
Social
Sally
Retail Journey

27. Remember
Sally.…
The last thing she did was buy a dress
and receive a welcome email from glue
store onboarding her to the brand.

28. What Happens Next?
Sally has purchased her skirt in store
and also received her welcome email
from Glue Store.
A few days later she receives an email
with some great new outfits and a top
that will match her skirt.
“OMG Sally, we found some amazing
tops that will match your skirt, receive
free delivery and 30% off. Offer expires
this weekend so hurry.”
ContactInbox (1)
100%ET 9:41 AM
HI SALLY,
Complete the set >
Winter fashion tips >
This winter look is bold, simple and
classic. Learn some styling tips from our
experts and complete the set.
Match your skirt
with these tops.

29. Personalised
Hero Offer
Relevant
discounts
Wisdom of
the crowd
BACK IN STOCKADD TO CART
Receive an alert when
it’s back in stock
SUBMIT

30. Back in Stock Alert
Sally receives an SMS from Glue Store a
week after her online browse.
The SMS let’s Sally know the top she was
after is now back in stock in size ‘S.’
Sally quickly clicks through to site and
buys the top straight away using her 30%
off voucher.
ContactGlue StoreMessages
Hi Sally, the ‘leatherette
top’ size small in black is
now back in stock. Hurry
before it sells out again
http://bitly.com
Text Message Send
100%ET 9:41 AM

31. Delivery Notification
The delivery from Glue Store is super
quick. Within 48 hours Sally receives an
SMS telling her to expect her parcel today
between 1-2pm.
The parcels arrive right on time however
Sally is stuck in traffic and can’t make it
home in time.
Unfortunately by the time she gets home
to parcel isn’t there…however…
ContactGlue StoreMessages
Hi Sally, the ‘leatherette
top’ in black is now back
in stock. Hurry before it
sells out again http://bitly
Text Message Send
100%ET 9:41 AM
Your parcel will be
delivered today between
1-2pm. Enjoy it! From
Glue Store

32. Delivery Update
Sally receives an email from Glue Store
saying “Sorry we missed you.”
The email has all the details Sally needs:
• Local post office
• Map from her house
• Opening Hours
• Contact Details
• Download the app
She heads over straight away and picks
up the parcel. Sally is extremely happy!!
ContactInbox (1)
100%ET 9:41 AM
Download the app >
“SORRY WE MISSED YOU”
Post office info >
Your parcel has been delivered to your
local post office. The opening hours can
be found below.
HI SALLY,

33. Sally’s current customer journey
Post-Purchase Series
Personalised Website
Back in Stock Alert
Delivery Update
Delivery Notification

34. Post Purchase
Best Practices
• E-Receipt
• Educate
• Cross Sell / Up Sell
• SMS Opt-in (delivery)
• Rate & Review
ContactInbox (1)
100%ET 9:41 AM
HI SALLY,
Complete the set >
Winter fashion tips >
This winter look is bold, simple and
classic. Learn some styling tips from our
experts and complete the set.
Match your skirt
with these tops.

35. Post Purchase Examples
Cross-Sell/Upsell Product Review
2 days after purchase
Thank consumer for purchase and
suggest other products they might
be interested in.
10 days after purchase
Invite consumer to share their
experience with the product
Product Placement
Cross Sell
Hero
Local Store
Loyalty
Pre header
30% Open Rate 28% Open Rate

36. Remember
Ben.…
The last thing he did was book an
appointment with his local branch to
discuss a student loan!

37. Appointment Reminder
On the morning of the appointment Ben
receives another reminder from
Commonwealth Bank.
The sms is sent to Ben 2 hours before the
appointment and also includes a link to a
map on the location.
Ben clicks through and realises it is only
a few minutes from where he lives.
ContactCommonwealthMessages
Hi Ben,
Friendly reminder about
your 3pm appointment
today. View the location
Text Message Send
100%ET 9:41 AM

38. Contact edit Local Store
Store:
Commonwealth
Chadstone
Open Hours:
Mon – Fri: 9-9
Sat – Sun: 10-5
03 9806 78095
edit
First: Ben
Last: Morris
Email: benmorris@hotmail.com
Phone: 0417 854 945
Address: 1/19 Wangarria St
State: Melbourne
Postcode: 3148
Channels Next Best Offers
Student Loan
Youth & Student
Mobile
SMS

39. Affinity Graph
Student
Loan
Male Planning
Everyday
Account
Job
Start
Youth &
Student
MOBILE
SMS
Credit
Cards
Competition Cricket Australia
Student Loans

40. Ben 3148
Morris Student
21/07/1989 Male

41. No Conversion
Ben has a great experience in store with
Angela. He is extremely engaged with
Commonwealth Bank but due to being
nervous around taking out his first loan, he
decides to go home and have a think about it.
For Commonwealth Bank they now have a
much better understanding of how they can
help Ben, they can now reach out to him at a
later date to reconnect on the loan option.
Ben decides to concentrate on his exams!

42. Ben’s current customer journey
Appointment reminder
Customer profiling
In Store Appointment
No Conversion
Guided Selling

43. Remember
Tracey.…
The last thing she did was fill out her
preferences on the Mashable website
and download the mobile app.

44. Follow the story
Tracy is back on the Mashable website
browsing all the latest tech news.
By surprise another iPhone 6 article
grabs her attention. She is on the edge
of her seat with anything Apple.
She decides to “Follow Apple” which
means any story Apple related will be
emailed and pushed directly to her.
FOLLOW APPLE

45. Mobile Push
The next day on the train to work Tracy
receives a push notification on her phone
from the Mashable app.
Now that Tracy has informed Mashable
she wants to follow any stories around
Apple, her push notifications have become
more frequent and personalised.
Tracy now starts to share most of these
articles with Linked In and Facebook as
her friends and colleagues are also nerds.
♫Music
7
Calenda
r
Thursday
Twitter
CameraPhotos
Mashable
Apple have patented a new
concept called iTime, fans are
going wild to find out more.
READ NOW
9:41 AM 100%ET

46. Relevant Emails
Tracy’s receives her standard 6:00pm
Friday night tech roll up email. She
changed her preferences so she can
receive the most of the weeks news on
her way home on a Friday night.
The articles she has read are removed
from the email, so we aren't doubling up
on things she has read.
This email also gives Tracy a influencer
offer due to all her content sharing.
ContactInbox (1)
100%ET 9:41 AM
“YOU ARE AN INFLUENCER”
Register for the Event >
More news >
You have reached a high influencer
status, come to one of our tech trends
events this week – free of charge!

47. Tracey’s current customer journey
Follow Story
Push Notification
Sharing Articles
Reached High
Influencer Status
Relevant Email/Event
Tech Trends Event

48. Learn Today.
Execute Tomorrow.
Email Best Practice
Start optimising your subject
lines, creative and content.
Measure their effectiveness
across your programs using
A/B testing.

49. Path to Conversion

50. Subject Lines
Curiosity
Urgency
Relevance
Value
Emotion

51. Optimized Design Non-optimized Design
If an email is
created primarily
with images,
it will not display
effectively when
images are
blocked.
HTML text in
web safe fonts
Main call-to-action
in prime placement
Designed with
image-blocking and
preview pane
viewing in mind.
Background colors
add visual interest
and a prompt that
images are not
displaying

53. A Bad Mobile Experience

54. Responsive Email: @Media Basics
Resize, Restyle, Remove

58. Engagement
Takeaways
• Provide a great service
• Determine what loyalty
looks like…
• Find the channels that
work for your business

59. Engagement
Takeaways
• CURVE
• Resize, Restyle,
Remove
• Test, Test, Test
• Always be relevant

60. http://www.exacttarget.com/au/design-toolkit

61. Next Week: Retention Strategies
Karli Amber Smith will teach
you how retain existing customers
and prevent them from becoming
un-engaged, through targeted
re-engagement + win-back
strategies.