Welcome to Connect The Experience

Welcome to Connect The Experience

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How to use Data and Experience Marketing to Create Lifetime Customers 

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85 % are in the first stages of


Mature organizations have 3 times higher increase in annual revenue, compared to non mature.

We are in a marketing revolution and the customer is in control, but from our research it looks like most marketing organizations don’t even realize a revolution has begun. From our assessments on more than 1,000 organizations we can see that 85% are still in Stage 1 Initiate or Stage 2 Radiate of the seven stage Customer Experience Maturity model.

The Stage 1 Initiate level contained 67% of organizations. This is digital marketing that involves little more than a static brochure ware website and a “blast” email newsletter that goes to all customers. There is no outreach through social channels and no attempt to identify what customer’s preferred marketing channel. In our consulting we’ve seen numerous Fortune 100 companies at this level.

The Stage 2 Radiate level contained 18% of organizations. At this level organizations are beginning to reach out to customers through multiple channels including social media. They may begin targeting messages through channels that are preferred by each visitor segment.

If you are one of the majority of organizations at this level you may feel comfortable being with the majority, but you shouldn’t. In revolutions of any type, technological or otherwise, change begins slowly and then curves up rapidly – the hockey stick curve. And to make matters worse, in every industry segment we surveyed there was at least one organization that was at Stage 7. Stage 7 is the Lifetime stage. Organizations at this stage are the equivalent of Amazon and Netflix. You know what happened to Barnes and Noble, Borders Books, and the corner bookstore. You know what happened to Blockbuster and the corner video store.

This is a pattern that has repeated throughout industrial history. Michael Porter, the father of competitive strategy, made his name studying what happened in multiple industries whenever there was a major technological breakthrough. What happens is a complete turnover in the industry. And what we see happening now is a complete turnover of marketing across all industries.

These shifts in an industry, and now across marketing in all industry, happen quickly.  A similar shift occurred in manufacturing with the arrival of enterprise requirements planning (ERP). In the 1990s MRP came to manufacturing. It gave manufacturers the ability to track materials and costs from the time raw materials was ordered until the time a finished product arrived at the customer. The effect across manufacturing was astounding. ERP was difficult to implement, but those who did saw amazing gains and took over leadership in their industries.

It may feel daunting when you think about building to a higher level of Customer Experience Maturity. It doesn’t have to be. The progression towards higher maturity can be taken in steps; crawl, walk, run, fly.

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52 % don’t have a


Mobile browsing will exceed Desktop in 2014.                                                       

Our research shows that 48 percent of organizations have optimized for mobile, yet moving into mobile and being available to your customers in the context, device and location, they need is necessary to move up to Stage 2 Radiate of the Customer Experience Maturity Model.

Mary Meeker the internet doyen from Kleiner Perkins, says that even though the growth of internet users is slowing the growth of mobile internet users is accelerating – the growth of mobile data traffic is exploding. It’s up 81 percent with most of the growth in video.

The topmost consideration is meeting your customers in the context they need and prefer. If they are in a store and need information, meet them there. If they are on the factory floor and have a tablet, meet them there. Meet your customer where they need you with content that is usable in the format for the device they use.

This isn’t just teenagers shopping retail, although our research shows that E-commerce is leading the shift to mobile with 62 percent having optimized for mobile devices. As an example of how wide ranging mobile access has become, one of the authors was talking to the owner of local landscape maintenance company when the owner’s smartphone range. The owner listened, and then told his crew foreman on the other side of the county, “Send me a picture of the piece.” He then received a picture of a lawn irrigation valve that had failed. The owner called a local supply house, located the difficult-to-find replacement part and had it waiting at the supply house for his foreman to pick up within the hour. It took the owner about five minutes on his phone, kept a maintenance crew working and earning rather than delaying a job, and made the homeowner happy with a job that was completed quickly. When the author commented to the landscape maintenance owner about the time saving, the owner replied that even though they were a small company they were growing rapidly and they did all their estimating, bidding, and proposals over mobile or tablet devices. His company continues to outgrow his competitors by a rapid rate and they have a great rating on Yelp.

The opportunities to reach out to your customers in the channel they prefer is not just limited to B2C, ecommerce or small business. One example is the mobile app being developed that enables field engineers to research and select the best industrial lubricant for a job while they are in the field hundreds or thousands of miles from their desk.

Moving up to Stage 2 Radiate has an internal meaning to marketers. It is more than just meeting your customers in a new channel. It means changing your mindset to meet the customer in their context and serve them with what they individually need. Developing a mobile outreach is the beginning of a personalization mindset for marketers. It’s the first step in marketing moving past “one size fits all” and recognizing that each customer has unique needs. 

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