Digital Customer Engagement Strategies
20 Questions
2 Views

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to Lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is one major impact of digital technologies on consumers?

  • They rely more on retailers for information.
  • They have become empowered and expert in using tools. (correct)
  • They are less informed about products.
  • They prefer in-store shopping over online options.

Which strategy is Sungevity employing to compete in the market?

  • Providing only financing options for solar panels.
  • Focusing on manufacturing solar panels.
  • Reducing prices to attract more customers.
  • Managing the entire process from sale to installation. (correct)

What have retailers and service providers developed in response to empowered consumers?

  • Big data and analytics capabilities. (correct)
  • Traditional marketing strategies.
  • Limited online presence.
  • Direct sales initiatives without market research.

What part of the customer experience has become as important as the products themselves?

<p>The brand's engagement with customers. (A)</p> Signup and view all the answers

What is a key aspect of how companies are trying to regain control from consumers?

<p>By anticipating customer decisions through data. (B)</p> Signup and view all the answers

What is the primary role of data analysts in relation to customer interactions?

<p>Tracking customer interactions and analyzing data (D)</p> Signup and view all the answers

Which role is responsible for ensuring that brand standards are maintained throughout the customer journey?

<p>Marketer (A)</p> Signup and view all the answers

What function does the operations manager perform in the customer journey?

<p>Overseeing back-end support, including supply chain and sales (B)</p> Signup and view all the answers

How do scrum team members interact with their functions?

<p>They have dotted-line relationships with their functions. (C)</p> Signup and view all the answers

What aspect of customer behavior do data analysts specifically measure?

<p>The effects of manipulating journey variables (B)</p> Signup and view all the answers

What is the role of attribution tools in customer journey analysis?

<p>They reveal the channels that influence consumer decisions. (D)</p> Signup and view all the answers

Which technology enables consistent communication across different channels?

<p>Continuous connection capability (A)</p> Signup and view all the answers

What can widespread adoption of APIs help companies achieve?

<p>Customize and upgrade products seamlessly. (D)</p> Signup and view all the answers

What do smart, connected products provide to companies and customers?

<p>A constant flow of feedback for product development. (C)</p> Signup and view all the answers

What is the primary function of new journey analysis tools like ClickFox?

<p>They analyze unstructured customer data for insights. (A)</p> Signup and view all the answers

What is the primary benefit of digital automation in customer journeys?

<p>It simplifies complex processes for consumers. (A)</p> Signup and view all the answers

How do companies enhance customer journeys according to the automation capability described?

<p>By analyzing past behaviors and customizing interactions. (C)</p> Signup and view all the answers

Which example illustrates the application of digital automation for consumer convenience?

<p>Photographing a check to deposit it using an app. (C)</p> Signup and view all the answers

What role does personalization play in customer journeys as described?

<p>It involves adjusting interactions in real-time based on customer engagement. (A)</p> Signup and view all the answers

Which feature does Amazon’s recommendation engine exemplify in the context of automation?

<p>An effective reordering algorithm. (A)</p> Signup and view all the answers

Flashcards

Empowered Consumers

Consumers are now more powerful due to readily available information and tools. This gives them more control over purchase decisions and allows them to easily find products at lower prices.

Big Data and Analytics

Companies are using big data and analytics to understand customer behavior and make predictions about their needs.

Shaping the Customer Journey

Companies are no longer simply reacting to consumer demands but are actively shaping the buying process to create value for both the brand and the customer.

Customer Experience

The customer's experience with a brand is no longer just about the product itself but also about the entire interaction with the company.

Signup and view all the flashcards

Ecosystem of Companies

Companies are forming partnerships with other businesses to provide a complete solution for customers.

Signup and view all the flashcards

Digital automation

The process of using technology to automate tasks that were previously done manually, like depositing checks or buying a TV. This allows customers to complete tasks quickly and easily.

Signup and view all the flashcards

Personalization

Creating a customized experience for each customer based on their past interactions and preferences.

Signup and view all the flashcards

Dynamic interaction

The ability of a company to analyze customer behavior and adapt its interactions accordingly. This means understanding what a customer is doing and offering help or suggestions at the right time.

Signup and view all the flashcards

Sticky journeys

Processes that keep customers engaged with a company and encourage them to continue using its services. These processes can include providing a smooth and enjoyable experience, offering personalized recommendations, and addressing problems promptly.

Signup and view all the flashcards

Automation platform

A system or platform used by businesses to manage tasks and processes in order to improve customer experience and make journeys more efficient.

Signup and view all the flashcards

Data Analyst

A professional who analyzes customer data to understand their behavior and preferences.

Signup and view all the flashcards

Customer Journey

The complete process a customer goes through when interacting with a company, from initial awareness to post-purchase.

Signup and view all the flashcards

Journey Product Manager

A team member who focuses on managing the entire customer journey, making sure it's seamless and successful.

Signup and view all the flashcards

Product Scrum Team

A team focused on creating and delivering the product or service.

Signup and view all the flashcards

Operations Scrum Team

A team focused on ensuring the smooth and efficient operation of the customer journey.

Signup and view all the flashcards

New Journey Technologies

Modern technologies that allow businesses to track and engage with customers throughout their entire journey, from initial interest to purchase and beyond.

Signup and view all the flashcards

Attribution tools

Tools that use data to understand the influence of different marketing channels on customers' decisions and purchases. For example, seeing if an ad on social media leads to a website visit, or if a website visit leads to a purchase.

Signup and view all the flashcards

Smart, connected products

Products with built-in technology that lets companies constantly collect data about how customers use them. This helps businesses tailor products and updates to individual needs.

Signup and view all the flashcards

New journey analysis and management tools

Programs that analyze and manage the customer journey, by tracking how people move through different channels (like websites, emails, apps) and devices (like phones, laptops).

Signup and view all the flashcards

Application programming interfaces (APIs)

Software tools that allow different applications (like a website, an email system, or a mobile app) to communicate and share data with each other. This lets businesses create seamless experiences across different channels.

Signup and view all the flashcards

Study Notes

Spotlight on Digital Customer Engagement

  • Companies are creating "empowered" consumers who are adept at using tools and information to control their purchasing experience.
  • Consumers demand products and services delivered quickly and at low prices.
  • Retailers and service providers are responding by investing in big data and analytics to better understand customer needs and preferences.
  • Companies are shifting from reacting to customers to proactively shaping consumer journeys.
  • Companies are managing the entire customer journey, from consideration to purchase, as a product.

Streamlining the Decision Journey

  • Consumers can either follow a classic journey (extended consideration and evaluation phase) or a new journey (compressing consideration and evaluation steps, leading customers directly to a loyalty loop).
  • Sungevity, a solar panel provider, exemplifies this approach by offering a seamless, personalized digital customer experience. Their journey focuses on managing the entire process of selling and installing solar panels, not just selling products
  • The Sungevity experience shows a customer-first approach, where the customer's needs and expectations are met at every step of the journey
  • The journey involves personalized recommendations and transparent communication
  • Companies are creating new value for customers by improving their journeys, a key element in gaining a competitive edge over competitors.

Four Key Capabilities

  • Automation: Digitalizing and streamlining steps in the customer journey (e.g., online check deposit).
  • Proactive Personalization: Tailoring the journey based on past interactions and data (e.g., Amazon's recommendations).
  • Contextual Interaction: Adapting the journey experience based on the customer's current context (e.g., displaying a boarding pass in an airport context).
  • Journey Innovation: Continuously experimenting and improving the overall journey by adding new steps, features, and services, and by better tracking customer preferences and desires (e.g., creating personalized recipes for a smart cooker).

New Journey Technologies

  • Continuous Connection Capability: Provides a continuous stream of data about how customers use products for personalization and improvements in the journey.
  • New Journey Analysis and Management Tools: Track customer behavior across multiple channels, enabling companies to personalize and optimize customer experiences.
  • Widespread Adoption of APIs: Enables the communication and collaboration between diverse applications to create seamless and integrated customer journeys.

The New Journey Management Organization

  • Companies are adopting new organizational structures focused on managing entire customer journeys.
  • A "journey product manager" plays a key leadership role, managing the journey as a product, seeking improvements and optimizing the customer experience
  • This manager oversees a dedicated team to continuously adapt and refine the customer journey.

Holding Journey Managers Accountable

  • Journey managers must track and analyze various metrics to determine the value of journey investments.
  • Financial metrics, such as ROI, revenue, and cost per customer, are necessary.
  • KPIs should be established and metrics should provide specific information across touchpoints.
  • Managing customer interactions and behaviors is essential for success.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Quiz Team

Related Documents

Competing on Customer Journeys PDF (Harvard Business Review, November 2015)

Description

Explore how companies are transforming customer engagement by empowering consumers with control over their purchasing experiences. This quiz delves into the shift from reactive to proactive customer management and the impact of big data on understanding consumer preferences.

More Like This

Use Quizgecko on...
Browser
Open
Browser
Browser