Как строить клиентский путь

1.

Marketing Excellence:
Как строить клиентский путь
2 августа 2018 года
PwC
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2.

Профиль персоны
The technology leader
“I don't fix laptops, I contribute to the business strategy. I
look at the next business model for my business”
Profile
Age:
Job:
Alex Nowak
44 (younger than counterparts)
CIO, been in role for 4 years and
will have another 4 years in role
Earning:
£98,000 - £138,000 / year
Company:
FTSE 350 media business
Qualifications: Trained to degree level in IT
Career:
Majority spent in IT
Consumption habits: Google, CIO UK, Wired, MIT Tech,
Information Weekly, BBC, IoD, peer
networking, blogs, SxSW, Tech
Crunch, Gartner, Mashable,
Economist
Social media:
Facebook, LinkedIn and Twitter
CIO stats
Keywords:
Digital, problem solving, tech,
leadership, gadgets, innovation,
strategy, sport, budgets, CX,
IoT, AI, data, mobile, humor
PwC
PwC
- 7%-14% of CIOs are female (2004 - 2014)
- 64% of CIOs see their role as a destination in itself
- 17% of CIOs have a role in the executive leadership team
- 48% of the C-suite do not think that the CIO needs to be
involved in discussing business challenges and performance
- Consumes 5 content pieces before speaking to a company
- They want to be contacted 5 days after consuming content
Narrative
- Alex is highly motivated, works extremely hard,
works long hours and delivers on the (often too
low) expectations of the leadership.
There is room for improvement when it comes to
communication and leadership skills.
Well practiced in expecting the unexpected and
enjoys his job and getting his hands dirty.
On a journey that never ends.
Logical and scientific in nature.
Reports to the CEO and has a good rapport.
Responsible for information systems, technology,
computer systems, team leadership, senior
executive relationships, IT security and stability
Functional needs / challenges
Emotional needs
Challenges
- Getting buy in from leadership teams
- Budget and cost optimisation
- IT security
- Finding talent
Needs
- Getting core IT agenda items in order
- Keeping IT function secure and efficient
- Developing new business models
- Show art of possible - big data, cyber,
innovations, AI, IoT, cloud, transformation
Worries
- Sometimes not taken seriously enough
with tech not seen as strategic part of the
business.
- “Where do I go from here?”
- IT stability = business stability
- Not knowing what he doesn’t know
Passions
- Keen to get a seat at the top
management table
- One day would like to be CEO
Sources: 1. The TENG News Opinion Survey here. 2. DNA of the CIO (EY) here. 3. Harvey Nash Review of CIOs here. 4. CIO infographic here. 5. CDO salary and job description(CIO UK) here. 6. Strategy&, the CDO
study here. 7. CIO Concerns and worries (Forbes) here. 8. CIO worries (Information Week) here. 9. Gartner CIO Leadership Forum here. 10. How do CIOs engage on social media here.

3.

Определение
A buyer journey (or map) is the story of a customer’s experience –
it explains what happens along the way, to whom, and how it happens –
you need to know who is taking the journey to tell the story. Personas
represent the customers whose journey we’re mapping.
Сценарий пользователя – шаги, эмоциональные реакции, время,
ключевые цитаты.
PwC
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PwC
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5.

PwC
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6.

1. Точно описываем, что человек делает.
В В2В задаем вопрос: что человек
делает для себя и что делает для
компании?
2. Фиксируем его эмоциональное состояние
в каждой точке контакт с нашим
контентом.
3. Фиксируем точки контакта с нашими
коммуникациями: сайт, мероприятия,
брошюры, соцмедиа и др.
4. Фиксируем внутренние инструменты:
CRM, SEO, UX и т.д.
5. Оптимизируем свои инструменты
6. Создаем новый клиентский сценарий
PwC
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Клиентский путь в В2В
Attract
Convert
Nurture
Close
Удержание
Лояльность
CRM
Stranger
PwC
Visitor
Lead
Opportunity
Customer
Повысить
узнаваемость
Создать
лиды
Создать
возможность
Завершить
продажу
Веб-сайт, SEO
Контент
Социальные
медиа
Почтовые
рассылки
Реклама
Мероприятия
Контент
Почтовые
рассылки
Call to action
Социальные
медиа
Контент
Личный
контакт
Call to action
Контент
Инструменты
продаж
Личный
контакт
Повторная
покупка
Client feedback
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8.

Точки контакта персоны в клиентском пути PwC
Aware
Engage
Search
Content,
(organic/
insights,
Conversion
Content,
Client
paid)
webinars,
journeys
events,
insights,
Social
website –
enquiry,
offers
Client
Content
look & feel,
agreement
Affiliates
content
Contract
Relationships
PwC
Deliver
Review
feedback

9.

PwC client journey stage
Audience mindset
Awareness
“Earn my attention”
Engage
“Help me
understand what
it is”
Contract
“Help me choose and
close down any
doubt”
PwC
Questions posed
Audience considerations
What is the issue?
Why should I be interested?
What’s the scale of the
problem?
How exactly does it affect or
benefit me?
Why should I care?
What is the solution?
What’s the business case?
What are other people saying
and how have they benefited?
Example content formats
Assets to engage your audiences

10.

PwC client journey stage
Audience mindset
Deliver
“Keep me happy”
Review
“Keep me aware”
PwC
Questions posed
Audience considerations
How can I derive further value?
How do I continue to get the
most from this?
What can I do next?
Example content formats
Assets to engage your audience

11. Intelligent Digital - creating value through the client journey

Aware
Engage
Brand image
Be front of mind of
our clients when they
have a challenge that
could be solved with a
tech solution
SEO
Be found when
clients search for
solutions to their
biggest and most
significant
business
challenges, that can
be solved using
technology
Media partnerships
Be connected with the
most trusted sources of
information that our
clients go to for info
PR & influencers
Be expected to
comment on tech or
digitally related
changes in the UK
Affiliate strategy
Be omnipresent when
clients are using their
trusted sources of
information
Web presence
Be available with the
right information for
clients and candidates, at
the right time, using the
right formats
Awards
Be commended for
the best in digital
market presence and be
awarded for innovative
tech solutions to build
trust in society and
solve our clients
problems
PPC
Be seen when our
clients are engaging
with brands they like
and trust
Contract
Client engagement
Be cutting edge by
approaching presentations
differently, utilising the best of
digital and tech, like Blipper
Lead generation
Be proactive by
creating leads that
create tech revenue
generating
opportunities
Sponsorships
Be present at the
biggest tech and
digital events in the
UK
Image bank
Be noticed for our
imagery, that grab
attention and spell out
the possibilities that tech
and digital have to offer
Deliver
Review
Pursuits & proposals
Be original by
reinventing our proposals
process to transform the
pitch experience
The Frontier Space
Be inspiring using a
creative space that
encourage our clients
and prospects to
reimagine the possible
Contracts
Be creative about
how we contract with
our clients and
candidates
Client emails
Be in contact in our
clients in the way that
suits them, that pushes
boundaries
Content
Be known for developing leading
digital insight and content that truly
connects our customers to our
propositions that solve their
problems
Customer insights
Be understanding of
our clients needs and
challenges by using real
time client insights
Client feedback
Be curious about our
clients feelings and
opinions. Ask for and be
open to feedback on all
digital and tech
engagement
Relationships
Speaking opportunities
Be invited to speak at digital
and tech conferences around
the world PwC
PwC
Social media
Be engaging with
our clients on the
social media tools they
like to use
Culture and behaviour
Be different by creating a
creative culture keen to test,
learn and try new things
Attract talent
Be attractive to digital and tech
talent in order to be able to fulfil our
client's needs in the best way
Client events
Be interactive at any
opportunity we have to
engage with out clients and
candidates
CIO Programme
Be a partner to our clients
to help them to succeed and
to treat them with respect
Alumni programme
Be networked with our
communities using digital
tools to maintain
relationships

12.

PwC client journey stage
Audience mindset
Questions posed
Audience considerations
Content topic/issues ideas
Aware
“Earn my attention”
Engage
“Help me
understand what it
is”
Contract
“Help me choose and
close down any
doubt”
PwC
What is the issue?
Why should I be interested?
What’s the scale of the
problem?
How exactly does it affect or
benefit me?
Why should I care?
What is the solution?
What’s the business case?
What are other people saying
and how have they benefited?
SEO: оптимизация контента
Веб-контент: описание всех основных услуг с ключевыми преимуществами,
контакты, интересный контент по теме
Image bank (фото, видео, инфографика)
Соцсети
Медиа-партнерства, инфльюенс-маркетинг, блогеры
Выступления на конференциях
PR и медиа-активности
Индустриальные, бизнес-ассоциации
Таргетинг в соцсетях (приглашение на мероприятия, вебинары и др.)
Мероприятия и вебинары
Контент: брошюры и исследования
Рассылки
Демонстрации, в т.ч. на выставках
Приложения
Экспертный контент по теме (видео, тексты на сайте, интервью)
Контракты про боно (первичная диагностика)
Семинары, воркшопы для клиентов (включая приезд иностранных экспертов)
Платформы для онлайн-мероприятий
Клиентские поездки

13.

PwC client journey stage
Audience mindset
Deliver
“Keep me happy”
Review
“Keep me aware”
PwC
Questions posed
Audience considerations
Content topic/issues ideas
How can I derive further value?
How do I continue to get the
most from this?
What can I do next?
Поздравления с праздниками
Рассылки
Alumni

14. Our client journey Persona: Trigger:

Stage (Aware/ Engage/
Contract/ Deliver/ Review)
Journey step/touchpoint
(actions taken & needs met)
Thoughts/feeling/quotes
Moment that matters?
✪
Positively or negatively?