CXOchat

Aquire RIGHT Customers
Identify your most desirable customers and perfect your customer acquisition strategy.
   7 years ago
#CXOchatSelf-service done rightPut your customers to work and help them love it: Making digital self-service fun!
   7 years ago
#CXOchatThe Customer Journey Understand the customer journey to deliver better experiences and boost your bottom line
IBM Watson Commerce
Up next: Q8: What are some approaches for decreasing the cost of customer acquisition? http://www.via-cc.at...

elizabeth traub
8A. Implementing analytical systems that save valuable time, directing your efforts toward your customer base. @ibmcommerce
Shail Khiyara
A8 be authentic ! Authentic marketing begins not with tactics or strategy, but with the self. It asks, What do we (as an org) believe?
Amber Armstrong
find new customers from loyal customers to reduce costs
elizabeth traub
8A. Evaluating your efforts, not by popularity, but by dollars in the back, new clients. @ibmcommerce
Shail Khiyara
A8 be authentic ! it helps your story and eliminates wasted trials to acquire customers
elizabeth traub
8A. We are often misguided by that popularity number. Ineffective if you are not growing your business. @ibmcommerce
elizabeth traub
8A. Be intentional w/ your new business relationships. Be there to ask, answer & learn more about your customer. @ibmcommerce
Shail Khiyara
A8 @Zappos is a great example of a company that incorporates its philosophy into everything they do, especially when it comes to customer interactions. helps manage costs when selling shoes. great shoes btw.
elizabeth traub
8A. I tell my clients I can make your popular or I can make you money. Take your pick. @ibmcommerce
Cynthya Peranandam
Increase focus on digital assets to help customers discover, learn and make better buying decisions
John Furrier
I think using crowd sourced data can create leverage in identifying and aligning with customers - low cost by leveraging the data
Sarah Gibb
A8 Leverage free channels, word of mouth and your brand advocates. #cx
Sarah Gibb
A8 Lord and Taylor just sold out of a dress when they got 50 instagramers to post a pic of them wearing it. Imagine the ROI! #cx
IBM Watson Commerce
Q2: What companies are doing customer acquisition right? http://www.via-cc.at...

Shail Khiyara
A2: @Amazon - serves four very different types of customer: consumers, sellers, enterprises, and content providers.
Shail Khiyara
A2 - @Amazon’s choice of primary customer is reflected clearly in its well-known mission “to be the world’s most consumer-centric company.”
elizabeth traub
2A. @Starbucks Learning the habits of their customer & then creating a culture that fit their demographic; building a strong community of customers sharing their brand. @ibmcommerce
Shail Khiyara
A2- Unwavering focus on consumers has created customer centric innovations @Amazon such as prime free shipping, detailed product reviews (including negative ones), look-inside-this-book,...etc
elizabeth traub
2A. @Amazon was brilliant in how they expanded their products from books to everything w/ a bar code. @ibmcommerce
Shail Khiyara
@zappos is a class customer company, their primary customer is the person who buys shoes
elizabeth traub
I may have chosen some of my top favorites, but I do research what they are doing. And I am one of their users/customers@ibmcommerce
Shail Khiyara
@nike on the other hand doesnt care much about people who buy shoes
Natasha Bishop
When u can get people 2 drink $5 cups of coffee daily your'e doing something right! @starbucks
Shail Khiyara
@Nike cares about atheletes that wear shoes and hence #marketing is #inspirational
Natasha Bishop
@ShailKhiyara I love @Nike's marketing - they highlight their customers
John Furrier
Successful companies are selling value fast meaning not lots of upfront friction to see value; #SaaS is the key enabler there
Shail Khiyara
Columbia Records has no idea who buys their music, never has. They understand their customer is a musician, and they have an entire dept on keeping that customer happy.
Sarah Gibb
A2: Also @Target has done a great job at customer acquisition according to their brand.
IBM Watson Commerce
Q7: What are some ways of calculating the full cost of acquiring a new customer? http://www.via-cc.at...

elizabeth traub
7A. All things considered the “conversion” to a new customer. $$ spent, divided by THAT new customer(s). @ibmcommerce
Shail Khiyara
Costs include #sales, #marketing, customer delivery costs. often forgotten is retention CRC http://blog.preact.c...
Amber Armstrong
Companies have to think of all of the touchpoints that led a customer to convert.
elizabeth traub
7A. Then from “conversion” to nurturing that relationship. Did your product hook’em? For your next product release? @ibmcommerce
Amber Armstrong
Conversion doesn't happen on the first touch - it's a progression with various costs
elizabeth traub
7A. Are your marketing to masses, or one single customer. Easy math, easier with the right systems in place to factor. @ibmcommerce
Shail Khiyara
@ambarmstrong agree. all touch points that lead to a conversion and beyond.
elizabeth traub
7A. My dollars are my time spent in building relationships. What value is my time? How many clients make it worth my time? @ibmcommerce
Shail Khiyara
a customer is not a customer at the time of signing a contract. a customer is a customer at the expression of intent @ambarmstrong mentions all touchpoints
Amber Armstrong
things to add: paid media, social content and paid promotion, whitespace focused seller
Ariana Gradow
Great question and responses!
IBM Watson Commerce
Q4: What role does social play in B2B and B2C customer acquisition? http://www.via-cc.at...

elizabeth traub
4A.Today, tomorrow and next year, a very important role for both B2B & B2C. @ibmcommerce
Shail Khiyara
A4 – Social is not another channel. From awareness to advocacy – social is an integral part of the #marketing mix for customer acquisition. #CXOchat #CMO
elizabeth traub
4A. Customers want to have access to the brands they trust & love. Social Media @ibmcommerce
elizabeth traub
4A. It’s no longer about being “there” first. It plain and simple, as a brand you have to “be there.” NOW! #BeThere @ibmcommerce
Steve Massi
only an educated guess, b2b content more important, b2c, connecting more important
elizabeth traub
4A. Where is there? Those platforms that your customers are hanging out at. @ibmcommerce
Natasha Bishop
#Social is huge in cust acquisition. Customers start/finish buying long b4 they connect with biz.
Shail Khiyara
@stevemassi good point. content and context is important in both. relevance equally important. emotion - critically important
Natasha Bishop
All things being equal/unequal friends buy from friends @stevemassi connecting impt in B2B & B2C
Steve Massi
need to focus on real, deep connection-referral vs. "talking heads"
Natasha Bishop
B2B customers diff from B2C but are still individuals...people....
ellen johnson
and folks in the B2B world are in the B2C world as consumers and can't help but be influenced by these experiences
Amber Armstrong
people are people. They are all #social