Professional Documents
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Executive Primer
Introducing
the Customer
Engagement Cycle
Operational capabilities of integrated marketing technologies
Engagement Cycle technologies addressed
Multichannel analytics
Messaging and personalization platform
Voice-of-customer content analytics
Content planning and optimization
Multimodal content management
Process orchestration platforms and partners
Customer engagement objects
Information maturity model for customer engagement
Process maturities for four engagement cycle technologies
Strategic roadmap for integrating traditional and online marketing and customer service with multichannel
analytics, multimodal content, and analysis-driven email messaging
.....................................................................................................................................................................................................................................................................................................................................................................................................................................................................
....................................................................................................................................................................................................................................................................................................................................................................................................................................................................
Introducing
the Customer
Engagement Cycle
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
AUTHOR
Michael Moon
President, CEO
GISTICS Incorporated
moon@gistics.com
Art Director
Fly Design Media
lianne@flydesignmedia.com
iris alroy
Production Artist
GISTICS Incorporated
research@gistics.com
Kathleen McFadden
kmcfadden@writetools.com
Offermarket
development
GISTICS Incorporated
4171 Piedmont Avenue, Suite 210
Oakland CA 94611 USA
www.gistics.com
+1.510.450.9999 tel
+1.510.450.0954 fax
2009 GISTICS Incorporated. All rights
reserved. Printed in the U.S.A.
GISTICS and its agents have used their
best efforts in collecting and preparing
information published in this white paper
Introducing the Customer Engagement
Cycle.
GISTICS does not assume, and hereby disclaims, any liability for any loss or damage caused by errors and omissions in
this white paper, whether such errors or
such omissions resulted from negligence,
accident, or other causes.
Concept Market
Market-making Scenarios
T1
GISTICS
Sales
conversion
Primary Market
C o l l a b o r a t i v e
T2
Satisfaction
fulfillment
Strategic
development
Aftermarket
Market-making scenario 1
Market-making scenario 2
S o l u t i o n e e r i n g
Cycle time gain
Necessary Conditions
Strategic Value
GISTICS reduces the organizational and market barriers to the adoption of new technologies or disruptive innovations,
publishing a variety of papers, presentations, and Web sites that explain how to realize the economic and social value of new
technologies or disruptive innovations in a variety of organizations.
..................................................................................................................................................................................................................................................................................................................................................................................................................................................
2
Demand
creation
P r o c e s s
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PAGE
4
5
6
7
8
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10
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14
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17
CONTENTS//SECTIONS
Who helped produce this white paper?
What must guide all investments in new marketing technologies?
How do we define customer engagement?
How does a marketing operation engage customers?
What technologies support customer engagement?
What constitutes the customer engagement cycle, emphasizing seven phases by
which firms define and create engaging content?
What technologies provide the foundation for mastering the engagement cycle?
What comprises an information maturity model of customer engagement?
How do particular buyer reactions to content produce behavioral data, emphasizing a
progression of data collection activities?
What comprise the process-maturity phases of multichannel marketing analytics, an
example of one engagement-cycle process maturity?
How can an engagement maturity model clarify a firms next steps?
How will digital systems and self-directed customers drive organizational
transformation of marketing operations?
What constitutes a customer portfolio management firm, a new center of excellence
in the marketing supply chain that will replace traditional marketing agencies?
About GISTICS
ABSTRACT
This executive primer introduces the foundation concepts of customer engagement and related
technologies. We acknowledge the many innovation leaders and masterclass practitioners who
contributed to this primer and the larger executive white paper. In particular, we thank the
executives of Alterian for their support and sponsorship.
Introducing
the Customer
Engagement Cycle
GISTICS acknowledges the following individuals and their organizations for help making this paper possible.
In most cases, Michael Moon of GISTICS conducted a one-hour interview.
STRATEGIC MARKETING
Anssi Vanjoki, CMO, NOKIA (Finland)
Frans Cornelius, CMO, RANDSTAD HOLDING (NL)
Jason McNamara, CEO, ST. CROIX IP
Jeff Martin, CEO, TRIBAL BRANDS
Terry White, Chief Innovation Officer, AMWAY (Japan)
Viveka Leskell, VP, New Media, FORTUM (Sweden)
CUSTOMER ENGAGEMENT
Matthew Eccles, Consultant
Sharad Verma, Managing Director, DIGITAL CEMENT
MARKETING OPERATIONS
Beth Wiesner and Shawn Mielke, Partners, MTS
BJ Gray, MRM Specialist, VICTORIAs SECRET
Gary Katz, CEO, MARKETING OPERATIONS PARTNERS
Laura Patterson, VISION EDGE CONSULTING
Mary Yurkovic, DAM Manager, PLAYBOY ENTERPRISES
Subhankar Bhattacharya, Principal, HCL (India)
SALES OPERATIONS
Charlie Caldwell, CEO, NEXT QUARTER
Bruce Froelich, CEO, INFORMETRON
Inna Proshkina, VP, INVISIBLE CRM
Robert Markham, Chief Strategy Office, nTARA
Neil Owen, COO, nTARA
Jeff Morris, CTO, nTARA
ORGANIZATIONAL TRANSFORMATION
Dennis Pannuto, CEO, AHA! INSIGHT TECHNOLOGIES
Frank van Olst, Practice Lead, NYKAMP-NYBOER (NL)
Gary Hare, Dean, School of Media Psychology, FIELDING INSTITUTE
Hanna-Maija Nyberg, Practice Lead, TALENT PARTNERS
Skiff Wager, CEO, SEW CONSULTING
Tom Marine, Director, CENTRAL RESTAURANTS
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GISTICS
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
PROCESS ORCHESTRATION
Bailey Caldwell, VP, PAXONIX
Gary Brooks, Director, ALTERIAN
Eric Hoffert, CEO, SHAREMETHODS
Ismael Ghalimi, CEO, INTALIO
Edward Sulivan, CEO, ARIA SYSTEMS
Mike Beckerle, CTO, OCO SYSTEMS
Raju Vegesba, Evangelist, ZOHO
SOCIAL MARKETING
Igor Beuker, CEO, SOCIALMEDIA8
Rudy Thurston, COO, OMNIFUSE
Daniel Coffeen, CEO, ART AND CULTURE
Henry Hon, CEO, VYEW
Mat Atkinson, CEO, PROOFHQ
Bob Goldstein, CEO, APEER
Sri Chilukuri, CEO, CONTENT CIRCLES
Julia Grinham, VP, Marketing, COGENZ (UK)
Introducing
the Customer
Engagement Cycle
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
Customer Benefit
In the now infamous remarks by Peter Drucker, The
firm has no other purpose than to earn and keep the trust
of customers; only two things add value: innovation and
marketing. All else is cost.
Of the many things associated with the digital revolution
and now the social Web, one significant effect has begun to
rock both large and small firms: a new class of customers
now insists upon interacting with vendors via PC, mobile
devices, kiosks, and other online systems.
In turn, interactive self-service buyers and customers
demand that their preferred vendors, marketing operations
in particular, provision online services and self-service
applications.
This means that marketing and innovationthe two
value drivers identified by Druckerhave begun to merge,
becoming indistinguishable and essentially fused into an
alloy of self-service customer satisfaction.
The figure below depicts several implications of these
remarks by Peter Drucker and their logical extensions.
Social
Networks
Time to Market
Time to Satisfaction
TTVMarketSatisfaction.1.0
2009 GISTICS All rights reserved.
Business
Ecosystem
All new investments in marketing should benefit the consumer. Time to satisfaction with certainty and trust define the baseline of customer benefit. Little else matters
in the eyes of the consumer.
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....................................................................................................................................................................................................................................................................................................................................................................................................................................................................
GISTICS
Introducing
the Customer
Engagement Cycle
ENGAGEMENT MANTRA
BRAND STORYTELLING
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
SUC C E SSFUL C UST O M ER EN G AGEMENT S ACT IVAT E ADV OCAT E ST ORYT ELLING
Advocate Storytelling
AWARENESS
INVOLVEMENT
Interest
TRIAL
Positioning
in a category
COMMITMENT
Adoption
REFERRAL
Community
ENGAGEMENT SEQUENCE
Brands tell stories; customer
engagement kick-starts
word-of-mouth marketing
and personal referrals
within social networks,
communities, and peerages
Connect
Inform
Entertain
Share
Immediate
Visceral
Like/dont like
Belonging
Category of
need or desire
Positioning
Differentiated
Relief
Social context
Humorous, horrific,
or seductive
Cultural narrative
Cool
Portable
Currency of
affection
Facet of self
Reputation
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GISTICS
Introducing
the Customer
Engagement Cycle
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
OPERATIONAL CAPABILITIES
WEB-CENTRIC VIEW
Customer engagement spans offline marketing media and
channels as well as online and mobile counterparts.
However, customer engagement puts the Web and online,
interactive customer at the center of the entire enterprise.
Identification of Web User denotes the five operational
states of a customer database and, therefore, the operational
capability to engage a buyer or customers in optimal ways.
We will develop these largely self-evident definitions
elsewhere in this paper and companion website.
The new term Customerized connotes a key operational
principle of customer engagement cycle, correlating
customer-provided preferences, product-mix optimizations,
and dynamic publishing of content services.
The term Certified connotes the formal registration of
the customers in an advocacy or beta-test pilots association.
C US T O M E R E N G A G E M E N T R E Q U I R E S R E S O UR C E S A N D C A P A B I L I T I E S FR O M MUL T I P L E P A R T I E S
Trial
STATUS OF BRAND No awareness Awareness Consideration
Unknown
Known
IDENTIFICATION OF WEB USER
BRAND CONVERSIONS Lead generation (BC1) Facilitated Buying (BC2)
Purchase
Preference
Profiled
Retention (BC3)
Commitment
Repurchase
Advocacy
Collaboration
Customerized
Certified
Loyalty (BC4)
Operational
Capability
Advertising,
Direct Mail,
Promotions,
AdWords, and
SEM and SEO
Brand Sites,
Topical Microsites,
Social Media,
Multichannel
Marketing Analytics
Personalized
Messaging,
Remixable/Social
Content, and
Webcast Theaters
Content/Service
Mash-ups, Preference
Managers, and Policymanaged Processes
Certified Advocates,
Viral Video Stash,
Collaboration and
Solutioneering
Platforms
GISTICS
Introducing
the Customer
Engagement Cycle
Operational Marketing
The term operational marketing defines the comprehensive
integration of systems, databases, and processes of the
customer-making process.
In all but small technical firms or clicks-only ecommerce
firms, few medium or large enterprises have achieved a level
of process integrationat least not yet.
However, with the Web, software innovation, burgeoning
digital ecosystems, and larger portions of buyers and
customers doing business online, the integration of the
customer-making process becomes more feasible for all
firms with each passing day.
The figure below depicts several technical systems,
calling attention to their role in pre-sales and post-sales
activities of the customer-making process.
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
STATUS OF BRAND
IDENTIFICATION OF WEB USER
BRAND CONVERSIONS
Unknown
Trial
Purchase
Known
Preference
Commitment Repurchase
Profiled
Retention (BC3)
Advocacy
Collaboration
Customerized
Certified
Loyalty (BC4)
Customer Insights
Voice of Customer
Customer Master
ALES
VA L U E - A D D E D B Y C U S T O M E R L I F E C Y C L E S TA G E
Affiliates and
Certified Consultants
PRE-S
Contribution
GREATER
Operational CRM
Broadcast and
Display Ads
Search Engine
Marketing
Sales CRM
S
TS
O
E
AL
Social Marketing
LESSER
The Web and a global digital ecosystem enable large and small organizations to
integrate pre- and post-sales activities, using unified governance with clear roles,
.....................................................................................................................................................................................................................................................................................................................................................................................................................................................................
8
GISTICS
responsibilities, and daily progress-status reporting of all staff and affiliates involved in
the customer-making process.
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Introducing
the Customer
Engagement Cycle
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
ENGAGEMENT CYCLES
6
Governance and accountability of the engagement
cycle define career opportunties leading to executive
management of marketing.
Content
Optimization or
Individualization
CONTENT
CREATION
.....................................................................................................................................................................................................................................................................................................................................................................................................................................................................
Engagement
Cycle
Phases
EngagementCycleBasic.A.1.1
2009 GISTICS Incorporated, All rights reserved.
Content
Planning
Multichannel
Analytic
Insights
VOICE-OF-CUSTOMER
CONTENT ANALYSIS
....................................................................................................................................................................................................................................................................................................................................................................................................................................................................
GISTICS
Introducing
the Customer
Engagement Cycle
LTIMODAL
MUONTENT
C
AGEMENT
AN
M
LTICHANN
MU NALYT EL
ICS
A
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
EATIVE AN
MESS ING
AG
CONTENT
CREATION
EngagementCycleTechnologies.A.1.5
2009 GISTICS Incorporated, All rights reserved.
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10
GISTICS
Content
Planning
VOICE-OF-CUSTOMER
CONTENT ANALYSIS
....................................................................................................................................................................................................................................................................................................................................................................................................................................................................
Introducing
the Customer
Engagement Cycle
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
INTEGRATE
OPTIMIZE
ORCHESTRATE
Information Mavericks
Information Silos
Adaptive Engagement
Analysis-driven
Communication
Policy-managed
Engagement
Standard
Reports
Media services
play a large role in
effective customer
engagement,
enabling engagement
managers to create
unique and compelling
experiences for
customers and
partners.
O P E R AT I O N A L CA PA B I L I T I E S O F I N T E G R AT E D M A R K E T I N G
LISTEN (LST)
Recalibrate listing tools
Classify themes, sentiment, etc.
Build dialog maps and frameworks
Descriptive
Modeling
Firm A
MESSAGE (MSG)
Ideate themes, concepts, copy, etc.
Create engagement assets
Validate in private social networks
CONTEXTUALIZE (CTX)
Retrieve data and components
Assemble engagement objects
Package for consumption
EXECUTE (EXE)
Stage for quality assurance
Provision engagement objects
Manage exceptions
GOVERN (GVN)
Measure efficiency and effectiveness
Monitor policies and deviations
Summarize activities and results
.....................................................................................................................................................................................................................................................................................................................................................................................................................................................................
Enterprise focus
Informed view of operations
Enterprise standards and
information architecture
Enterprise-wide info access
Clear core business processes
and value chain
Alignment/efficiency drives
market leadership with
incremental improvement
Information to measure, align,
improve processes
Fact-based decisions
Adaptive infrastructure
Predictive
Modeling
Real-time
Adapting
F U L L P R O C E S S I N T E G R AT I O N R E Q U I R E D
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GISTICS
11
Introducing
the Customer
Engagement Cycle
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
.
NOTE: Visit www.alterian.com/engagement-orchestration and download the full white paper that explains the full
customer engagement cycle
R E A C T I O NS T O C O N T E N T C A N P R O D U C E D A T A I N D I C A T I N G T H E S T A T US O F A BUY E R I N T H E C US T O M E R
ENGAGEMENT LIFECYCLE
Circles of Trust
7
6
Customerized
Content
Content
Optimization or
Individualization
CONTENT
CREATION
Creative
Content
in Context
Engagement
Cycle
Phases
Content
Planning
Reaction
Behavioral
Reaction
Data
Multichannel
Behavioral
Analytic
Data
Insights
VOICE-OF-CUSTOMER
CONTENT ANALYSIS
MULTI-CHANNEL
CUSTOMER IDENTITIES
Unnamed
Named
SHOPPING MODALITIES
BRANDSPACE
Visitor
Reaction:
Notice or pass
Understand or not
Consider or dismiss
Futurepace a trial
Futureproof a relief
Viscerally commit
Rationalize
Purchase
Behavioral Data:
Unknown stakeholders
Web traffic
Floor traffic
Known stakeholders
Call center
Named site users
Profiled stakeholders
Unknown
IDENTIFICATION OF WEB USER
BRAND CONVERSIONS Lead generation (BC1)
DATA COLLECTION
PROCESSES
(partial list)
Trial
Purchase
Preference
Commitment Repurchase
Customerized
Advocacy
Collaboration
Known
Profiled
Certified
Retention (BC3)
Loyalty (BC4)
USER DATA
Registration info
Email opens/frequency
Site loyalty/
consumption
CUSTOMER DATA
Purchases and returns
Service episodes/cases
Wish and gift lists
SUBSCRIBER DATA
CERTIFICATION DATA
Categories of interest
Social network
Information preferences connections
Reputation rank
Learning modalities
Spheres of influence
Each new advance in customer engagement enables marketers to collect more behavioral data from buyers at an expanding number of touchpoints in a marketspace.
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12
GISTICS
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Introducing
the Customer
Engagement Cycle
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P R O C E SS - m a T UR I T I E S O F MUL T I C H A NN E L A N A LY T I C S S P A N F I V E P H A S E S
PROCESS-MATURITY
PHASES
Basic contact
information from
mail lists
Enhanced
customer data
file, using
compiled or
syndicated data
sources
Contact histories
for key operational
and tactical CRM
systems
Data Management
Packaged RDBMS
and maintenance
tools
Periodic postal
hygiene:
deliverability with
merge and purge
of duplicates
Persistent
identification and
requalification of
stakeholder profiles
Reporting
Standard audit
and output
reports
Campaign and
syndicated data
reporting
Time-series
program reports
Predictive
modeling
None
Recency,
frequency, and
monetary (RFM)
clustering and
association
Regression
baselines for
outbound direct or
email campaigns
Measurement
Basic counts
Comprehensive
campaign
statistics
Operational KPIs
Marketing KPIs
Distributed
databases and
analytics servers
Infrastructure
Adaptive
Anticipated
Journaling of
behavioral and
transaction data to
customer master;
dynamic links to all
relevant enterprise
data sources and
external social media
and network profiles
R E Q U I R E D
Predictive
Real-time updates
of customer
masters; including
changes of address,
employment, and
credit lines
360-degree view
across all product
lines, business units,
distribution channels,
points of purchase or
service, and online
properties
P R O C E SS - I N T E G R A T I O N
Managed
Automated reports
Granular models
and rebuilds by
campaign
Transactional
processing for inbound
communications
Marketing KPIs
Return on investment
and business model
performance
Composite service/
model (on-premise
and offsite partners)
Networked cloud
services in IT
federalized service
management
FULL
MUL T I C H A NN E L A N A LY T I C S
Ad Hoc
GISTICS
13
Introducing
the Customer
Engagement Cycle
Ad Hoc
Managed
Predictive
Adaptive
Anticipated
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
MULTICHANNEL ANALYTICS: SEGMENTATION, PROFITABILITY, PRICING, USER-CONTENT REQUIREMENTS, CONTENT OPTIMIZATION, METADATA-TAXONOMIES, ETC.
Input sources
Process outputs
Isolated contact,
prospect, and customer
databases; operational
web analytics
Enhanced customer
view with third-party
data; now using ad hoc
analysis and predictive
analytics tools
Marketing lists
Pre-defined reporting
Segmentation and
Models
CREATIVE & MESSAGING COLLABORATION PLATFORM: CONCEPTS , CREATIVE, COPYWRITING, USER EXPERIENCE, INCENTIVES AND ENGAGEMENT PERSONAS
Input sources
Process outputs
Manual creative
services
Template-based creative
Consistency of
materials delivered
more efficiently
Support for
personalization and
distribution across
channels
MESSAGE EXECUTION PLATFORM: LIST MAINTENANCE, OPT-IN SUBSCRIPTION, USER PROFILES, ACTIVATION HISTORIES, PERSONALIZED URL AND LANDING PAGES
Input sources
Process outputs
Manual composition of
emails and newsletters
Content dynamically
sourced from central asset
management repository
Messaging available
based on customer
preferences via every
channel
Efficient development
and delivery of
messages across
multiple channels
Personalized content
to individuals and
segments
Integration of outbound
messaging with response
mechanisms
Consistent delivery of
messaging regardless of
touchpoint
MARKETING CONTENT MANAGEMENT: MARCOMM DICTIONARY, PRODUCT INFORMATION MANAGEMENT, PUBLISHING WORKFLOWS, QA STAGING, PROVISIONING
Input sources
Process outputs
Manual copy
production
Segmentation and
Models
Frequently updated
pages
Strong regulatory
compliance, global site
support and enterprise
knowledge sharing
Recommendations and
optimized site views for
segments
VOICE OF CUSTOMER: INTERVIEW QUESTIONS AND SCRIPTS, TELECONFERENCING, TRANSCRIPTION, TEXT MINING, SEMANTIC TAGGING, DASHBOARD SUMMARIZATION
Emails and voice mail
complaints
Uniform issue-problem
forms and reporting
linked to CRM and
newsletter databases;
structured customerjourney interview
transcripts
Automated classification of
interview transcripts with
summarization using faceted
taxonomies, external text
mining, social networks,
and correlation to customer
journey narratives
Individualized
newsletters with
personalized link-backs
to customer scorecard
Customer engagement
life cycle benchmarks and
dynamic bidding for ad
words
Input sources
Process outputs
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14
GISTICS
State-of-industry-sector
inputs from XBRL-based
sources, predictionmarket item prices, and
realtime user-content
consumption data feeds
....................................................................................................................................................................................................................................................................................................................................................................................................................................................................
Introducing
the Customer
Engagement Cycle
SYSTEMATIZE, SYSTEMATIZE,
SYSTEMATIZE
100%
FUTURE
Mu
ne
es
tr
ge
ga
io
En
at
er
s
ic
lyt
na
l A
ch
lC
us
to
m
Or
ca
an
es
Lo
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oc
lti
Pr
SYS T E M A T I Z A T I O N E L E M I N A T E S L O W A D D E D - V A LU E W O RK
DIGITAL ONLINE
...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
e nCURRENT
t
0%
LESS
LABOR
MORE
Self-directed online customers and their growing demands of personalized services, remixable content, and ways of
sharing customerized experiences with their friends will drive the digital transformation of the marketing operation.
.....................................................................................................................................................................................................................................................................................................................................................................................................................................................................
....................................................................................................................................................................................................................................................................................................................................................................................................................................................................
GISTICS
15
Introducing
the Customer
Engagement Cycle
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SPECIAL ACKNOWLEDGEMENT
GISTICS acknowledges the inspired contribution of Digital
Cement (www.digitalcement.com), a true innovation leader
that delivers full-service customer engagement to its clients.
D E V E L O P M E N T A N D P R O V I S I O N I N G O F C US T O M E R E N G A G E M E N T P R O C E SS E S R E Q U I R E A N I N T E G R A T E D
S E R V I C E P L A T F O RM
S tr ateg y
CUSTOMER ENGAGEMENT STRATEGY
Value
E xperience
Design
Enablement
Ecosystem
CUSTOMER
ANALYTICS
EXPERIENCE
DESIGN
CREATIVE
STRATEGY
EXECUTION
STRATEGY
CHANNEL
EXECUTION
EXECUTION
PARTNERS
Marketing
and CRM
Strategy
Social
Network
Optimization
Value
Segmentation
Experience
Ideation
Creative
and Copy
Engagement
Services
Architecture
Direct
Mail
Sponsored
Events
Customer
Engagement
Maturity
Assessment
Channel Mix/
Integrated
Marketing
Clustering
Experience
Audit and
Benchmarking
Content
Development
Business
Rule
Development
Online/
Interactive
Custom
Publications
Consumer
Insight and
Market
Research
Engagement
Lifecycle
Stage
Optimization
Predictive/
Causal
Modeling
Basis of
Conversation
Editorial
Planning
Custom
Development
Advocacy/
Word of Mouth
Mobile
Media Mix
Optimization
Investment
Decisions
Customer
Engagement
Roadmap
Valuation and
Long-term
Value
Experience
Flow
Development
Execution and
Provisioning
Life Event
Marketing
Field Sales
Product-Mix
Optimization
Engagement
Operations
Processes
Channel
Measurement
Information
Architecture
Digital Asset
Metadata
Test and
Learn
Social
Networks
Loyalty
Customer
Engagement
Program
Strategy
Business Case
Development
Content
Planning
Versioning/
Search
Program
Design
Approvals
and Proofs
MEDIA
SERVICES
Service_Capabilities_Engagement_Firm.1.3
2009 GISTICS Incorporated, All rights reserved.
SOURCE: Digital Cement www.digitalcement.com
Te c h n o l o g y E n a b l e m e n t , P r o g r a m M a n a g e m e n t , P e r f o r m a n c e
Engagement service providers employ large, diverse teams of specialists that exploit the service capabilities of an integrated digital services platform.
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17
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SERIES//MANAGEMENT ADVISORY
A bout G IS TIC S
SECTION I
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Introducing the
Customer Engagement
Cycle
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...................
dially
ed cor
at
orpor
ICS Inc
GIST
hite
eW
Pape
es
tin
d
proc
arke
e m keting tworke
rpris
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CONTENTS // SECTIONS
PAGE
4
5
11
21
Acknowledgement of 44 contributors
Innovation and Investment in Marketing
Customer Engagement Defined
Operational Capabilities of Customer Engagement
...................
39
49
54
Multichannel analytics
Voice-of-customer content analytics
Content planning and optimization
Customer engagement objects
Information maturity model for customer engagement
Process maturities for four engagement cycle technologies
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