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Mapping your marketing organisation & operations around you customer journey(s) is key

Are your teams, content or campaigns are still too product-driven? Focus is on Push / Outbound vs Pull / Inbound?  Customer satisfaction or experience of your services is suddenly dropping?

Time to drive customer engagement and trust higher than your top competitors? 

 

 
 
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the impact of NOT BEING customer-focused

 

Recent benchmarks of poor customer experience

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  • 87% of customers think brands need to put more effort into providing a consistent experience

  • 52% of customers are less likely to engage with brands because of bad mobile experience

  • 50% of customers think it’s important to solve product or service issues themselves

  • Companies with weak omni-channel customer engagement strategies retain an average of just 33% of their customers (vs 89% for strong ones)

  • if the customers are not satisfied, 13% of them will tell to 15 or even more people that they are unhappy

  • High Performers are twice more likely to align marketing roles to a customer journey strategy... but only 60% of CMOs do so

 
 

Sources: Salesforce State of Mktg Survey, Aberdeen Group, Kampyle, WOW Local Marketing, Zendesk, Esteban Kolsky

 

By 2020, customers will manage 85% of their relationship with the enterprise without interacting with a human.
— Gartner Predicts
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MANY OTHER tEAMS ALSO NEED TO FIND SOLUTIONS... SOME CLIENT CASES below

In addition to the right habits, tools and process, company cultures and executives' mindset are key in shaping the right answers to customer behaviours and expectations. Keeping up with the ever-changing digital ecosystem and customer minds needs an approach and discipline integrating customer-centric digital experiences across all channels and silos. 

 

 
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12+ PROJECTS

Managed and delivered various projects improving brand, digital or sales impact at 3M, DHL, Europay, Nortek, Engie, Corilus, AT&T, Colgate Palmolive
 

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MULTI-CHANNEL BRANDING PLAN & TACTICS

Developed marketing & comms plan, brand strategy and communications plan/tools for online marketplace. Communications strategy, plan & tactics for launch of new B2B brand and migration for 7 product brands. Re-branding strategy


 

 
 
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FOCUS GROUPS in 4+ COUNTRIES

Focus groups with distributors, contractors and other influencers for brand improvement in industrial and Telco sectors. Persona development workshops

 
 
 

 
 
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Creative, passioned, innovative, Philippe thinks “out of the box”. He contributed significantly in positioning The House of Marketing in the virtual communities.
— Michel Halet / Partena Professional Deputy CEO
 
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HOW I can HELP YOU TOO

 

Applying a personas, pain points and buyer journey-first methodology, augmented by Design Thinking, I gather intelligence to re-focus marketing, bus dev and sales teams, their channels and campaigns using the customer relevance and voice, not the internal product pitch or assumptions.

 
 
 
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Secondary research coupled with observation tactics. Data & insights analysis mixed with emotional & human research. Priorities quadrant

Co-creation across teams of buyer persona needs and journey. Developing the right mix of branding, content, channels into relevant campaigns

Prototype and test tactics for rapid learnings. Lean development with feedback loops between marketing & sales. Monthly or quarterly cycles

 
 

 
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Philippe is a strong change enabler, such as at Iron Mountain, where he contributed heavily to change how we used internet and social media channels in Europe.
— Fabrizio Falzarano / Canon EMEA Bus Dev & Sales Enablement
 
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WANT TO TALK ABOUT YOUR customer journey?  

just book an intro 15-min call in my diary here...