Driving Brand Loyalty Through Superior Customer Experience
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The document discusses driving brand loyalty through superior digital customer experiences by leveraging rich media assets and creating a centralized visual content strategy. It emphasizes understanding customer needs, digitizing processes, and aligning assets with business objectives to provide exceptional experiences. Key strategies include improving asset accessibility, enhancing market acceleration, and fostering collaboration across organizational silos.
Driving Brand Loyalty Through Superior Customer Experience
- 1. Driving Brand Loyalty Through Superior Digital Customer Experiences Alan Porter CX, Marketing, and Content Thought Leader November 2020
- 2. • But is it the right experience? Content Defines Your Experience • Are we leveraging rich media assets to make the experience exceptional ? • Is it just good enough, or is it exceptional?
- 4. Develop a Visual Content Strategy Centralise the vision Digitise the process Accelerate Speed to Market Provide an Exceptional Customer Experience Four Steps to Take
- 6. Customers Don’t Care About your Functional Silos
- 7. Ask Yourself Some Questions What do you want your assets to do: • Showcase your products? • Showcase your customers? • Show customers using your products? What sort of assets will you use to reflect your brand? : • Photographic and realistic? • Inspirational and abstract? What business need do you want your assets to help achieve?: • Engage prospects and lead to click-through and lead capture? • Educate and help customers with self-service thereby reducing support costs? Where will the assets be used?: • Global generic images? • Regional and local application? • If regional, how localised?
- 9. Scale and Speed How many assets do you have: • Are they spread across different systems? • How many of each type? • What new types of assets will you need to accommodate? Why do people want to use your assets? : • Can they find them? • Can they use them? What’s contained in your assets?: • Do you have a metadata taxonomy? • Where is the subject matter expertise in your company? What’s your future vision?: • New use-cases? • New applications across enterprise? • Solving business issues?
- 10. Unlock the Information in your Assets Lifestyle Image Product Image Shot Type Solo, Front, Group, Side, Details, Back,... Image asset Talent Clark Kent, Bruce Wayne. Related Products Chino shorts, Striped polo, sunglasses,...
- 12. Content + Data = Information FACESMOOTHTM FOUNDATION MODEL MELISSA EYEDEFINETM EYELINER HEALTHYGLOWTM BLUSH NATTYTM NAIL POLISH MELISSATM LIPSTICK IMAGE METADATA • Technical info: exposure, camera, location, time... • AI tags: model, makeup, portrait, day time, Model Melissa. • Products: NattyTM Nail polish, HealthyGlowTM Blush, MelissaTM Lipstick, FacemoothTM Foundation, EyeDefineTM Eyeliner. • PIM SKU 12345 • PIM Oil-free • PIM Anti-aging • Campaign Management System Only Spring • PIM SKU 12345 • PIM Micronized Amazonian clay • PIM True-color mineral pigment • PIM Hyaluronic acid • PIM SKU 52431 • PIM Repairs and strengthens • PIM Radiant Ruby • Campaign Management System Athlete leisure segment • Talent Management System Celebrity usage rights • Talent Management System Contract • PIM SKU 12121 • PIM The luxury of a gel, the ease of a pancil • PIM Waterproof • Economm Only available in the US • PIM SKU 32325 • PIM Sheer plush • PIM Plumps & moisturizing • Rights Mgmt Licensed for 2019
- 13. Product Life Cycle PRODUCT KNOWLEDGE • On sale dates • SKUs • Product options CAMPAIGNS • Seasonality • Usage rights • Product release timing MATERIAL • Suppliers • Pricing • Availability • Swatches DESIGN • Product specifications • Virtual prototyping PHOTO STUDIO • Model • Photographer • Location • Logistics PACKAGING • Image • Cropping • Labelling Info • Localization CONTENT HUB • Where used • Asset owner • Content retirement dates CREATE MAKE SELL
- 15. No Silos – Just a Brand
- 16. Tell Your Story How do your assets help the customer: • Answering questions? • Driving transactions? • Providing context? Where are your assets being delivered?: • Web? • Mobile? • Digital signage? • IoT screens? • AR / VR? Is what you are providing?: • Timely • Relevant • Of value? Where are customers on their journey? • Research • Buy • Acquire • Own • Service
- 17. Enterprise Digital Asset Management places rich media assets at the center of the digital supply chain, to connect content, data, and assets across the organization and deliver exceptional customer experiences.
- 18. Accelerate Ideas to Market CONNECT DRIVE • Data and content flows across the product lifecycle • Collaborative environment • Consistency of message • Accelerated workflow approvals Connect to existing product data and content sources Key Benefits • Reduced time in each step adds up = cumulative effect • Improved consistent customer experience • Higher customer engagement and retention Map your product life cycle Increase the value of your content Key Benefits Time