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AMI-Understanding Customer Psyche

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Pravir Ganguly
Pravir Ganguly

This document discusses frameworks for understanding customer psychology and engaging customers throughout the purchase process. It describes how customers now research purchases online before speaking to sales reps, and how content and conversations can be used at various touchpoints to better engage customers. Two approaches, Customer Experience programs and Product Advisor conversations, are presented for engaging existing and potential customers through personalized, online interactions.

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Framework to understand Customer Psyche www.accessmedia-ap.com
2 Buyers are individuals who have different ways of approaching a purchase decision The sales funnel is no longer vertical and certainly not linear! Why? Real buyers are not personas. They bring their own style & sensibilities to the purchase process. Buyers are 70% of the way through the purchase process before they engage a sales rep. The Sales Cocktail Shaker? This 70% of the process can be marketings big revenue opportunity!
3 Engaging content needs to be plugged at various touch points Content should not be a strategy, instead it should be a solution to a problem
4 For both existing & new customers engagement is key Existing Customers Identify cross-sell & up-sell opportunities Articulate Need, Pain Areas, Timing, To Qualify Leads New Acquisitions via via
5 CX & PA have been found to be effective means of engaging The Customer Experience (CX) Program for existing customers aims to engage with key customers as partners in product innovation & enhancement. The conversations are designed to: Stay in touch Map their needs with future enhancements in offerings Improve brand loyalty Design events 奄..And of course to identify opportunities to up-sell into these accounts The Product Advisor approach is an effective tool to engage with potential customers and qualify prospects. The conversations are designed to: Reach out & promote the brand Identify where they stand in the overall tech-maturity grid, existing infrastructure & problems Point them towards solutions that are appropriate for the near term ..And of course to identify the potential to buy
6 Engaging content needs to be plugged at various touch points We need to decide upon our strategy by defining our initial area of intervention. and leverage existing content like podcasts, infographics, videos, product trials PA CX
7 Besides content & design both CX & PA are quite similar in terms of logistics Both approaches are white-labeled, are non-intrusive, have a comparatively low carbon footprint, and help you remain hardwired to your stakeholders Both use dynamic web forms that have a much higher engagement & stickiness as compared to static pages & content. Research indicates that dynamic web forms have a 38% higher conversion rate Both can be launched via email blasts, pop-ups in microsites, web sites, boom-box ads in third party web sites and online publications, plug-ins in social media or a combination of all these The underlying idea in both initiatives is to minimize the incidence of sales chasing half-baked leads, and/or engaging in premature demos.
8 Our ECFM solutions require no additional resources from our clients Broadly this is what is involved Ideate on strategy, identify collateral & existing content Ideate on the campaigns & conversations content Design & web enable campaign & conversation Deploy campaign & conversation Social media plan Email blasts & reminders Manage responses Identify & Report Qualified Leads Customer Acquisition (B2C) Additionally we can also help in Identifying touch-points Media Planning & Online Ads Design a microsite Telecalling Support to ultimately get to your sales funnel
9 conversations in social media and virtual space should be 1-on-1 Dynamic web pages can deliver interactive conversations between people across cultures & geographies; in their preferred language, space & time http://www.cvent.com/d/rcq7cc/3B To experience the power of online conversations try these links - http://sgiz.mobi/s3/Manage-Stress-by-Managing-Radiation http://sgiz.mobi/s3/PMP http://sgiz.mobi/s3/Lead-Management
10 Our ECFM solutions deliver engaging campaigns & conversations Our cloud solutions manage end-to- end logistics of engagements with discreet communities & stakeholders ECFM (Online & CATI) Market Surveys (B2B & B2C) Lead Gen & Lead Nurturing Online Education & Testing Online Publishing ePromotions & Customer Advocacy Activity Reporting/Monitoring Activities can be supported with Analytics and Real-Time Reporting. Our data using export values can be used by third- party tools and legacy systems.
11 Look forward to keeping this conversation going You can visit us at. www.accessmedia-ap.com or

More Related Content

AMI-Understanding Customer Psyche

  • 1. Framework to understand Customer Psyche www.accessmedia-ap.com
  • 2. 2 Buyers are individuals who have different ways of approaching a purchase decision The sales funnel is no longer vertical and certainly not linear! Why? Real buyers are not personas. They bring their own style & sensibilities to the purchase process. Buyers are 70% of the way through the purchase process before they engage a sales rep. The Sales Cocktail Shaker? This 70% of the process can be marketings big revenue opportunity!
  • 3. 3 Engaging content needs to be plugged at various touch points Content should not be a strategy, instead it should be a solution to a problem
  • 4. 4 For both existing & new customers engagement is key Existing Customers Identify cross-sell & up-sell opportunities Articulate Need, Pain Areas, Timing, To Qualify Leads New Acquisitions via via
  • 5. 5 CX & PA have been found to be effective means of engaging The Customer Experience (CX) Program for existing customers aims to engage with key customers as partners in product innovation & enhancement. The conversations are designed to: Stay in touch Map their needs with future enhancements in offerings Improve brand loyalty Design events 奄..And of course to identify opportunities to up-sell into these accounts The Product Advisor approach is an effective tool to engage with potential customers and qualify prospects. The conversations are designed to: Reach out & promote the brand Identify where they stand in the overall tech-maturity grid, existing infrastructure & problems Point them towards solutions that are appropriate for the near term ..And of course to identify the potential to buy
  • 6. 6 Engaging content needs to be plugged at various touch points We need to decide upon our strategy by defining our initial area of intervention. and leverage existing content like podcasts, infographics, videos, product trials PA CX
  • 7. 7 Besides content & design both CX & PA are quite similar in terms of logistics Both approaches are white-labeled, are non-intrusive, have a comparatively low carbon footprint, and help you remain hardwired to your stakeholders Both use dynamic web forms that have a much higher engagement & stickiness as compared to static pages & content. Research indicates that dynamic web forms have a 38% higher conversion rate Both can be launched via email blasts, pop-ups in microsites, web sites, boom-box ads in third party web sites and online publications, plug-ins in social media or a combination of all these The underlying idea in both initiatives is to minimize the incidence of sales chasing half-baked leads, and/or engaging in premature demos.
  • 8. 8 Our ECFM solutions require no additional resources from our clients Broadly this is what is involved Ideate on strategy, identify collateral & existing content Ideate on the campaigns & conversations content Design & web enable campaign & conversation Deploy campaign & conversation Social media plan Email blasts & reminders Manage responses Identify & Report Qualified Leads Customer Acquisition (B2C) Additionally we can also help in Identifying touch-points Media Planning & Online Ads Design a microsite Telecalling Support to ultimately get to your sales funnel
  • 9. 9 conversations in social media and virtual space should be 1-on-1 Dynamic web pages can deliver interactive conversations between people across cultures & geographies; in their preferred language, space & time http://www.cvent.com/d/rcq7cc/3B To experience the power of online conversations try these links - http://sgiz.mobi/s3/Manage-Stress-by-Managing-Radiation http://sgiz.mobi/s3/PMP http://sgiz.mobi/s3/Lead-Management
  • 10. 10 Our ECFM solutions deliver engaging campaigns & conversations Our cloud solutions manage end-to- end logistics of engagements with discreet communities & stakeholders ECFM (Online & CATI) Market Surveys (B2B & B2C) Lead Gen & Lead Nurturing Online Education & Testing Online Publishing ePromotions & Customer Advocacy Activity Reporting/Monitoring Activities can be supported with Analytics and Real-Time Reporting. Our data using export values can be used by third- party tools and legacy systems.
  • 11. 11 Look forward to keeping this conversation going You can visit us at. www.accessmedia-ap.com or