DELIVERING CUSTOMER VALUE

  The first principle of marketing is the principle of customer value. A top priority for marketers is to understand and map the customer journey and then to identify the benefits the firm can provide that customers are willing to pay for. 1.1. Strategies to Prioritize Customer Value at All Touchpoints During the Omnichannel Customer Journey Tier 1 • How does the increasingly complex technological, promotional, and advertising ecosystem affect the customer journey? • How should the communication message vary across the conversion funnel and communication channels? • Is it possible to construct an integrated customer experience with a single view across devices? • What is the role of aggregators and other 3rd party players in delivering the customer experience? How will privacy regulations affect this? Which “ID” wins? Is there a single source of truth? • How will the sharing economy affect customer experience and behavior (e.g., tipping for service)? • How does this journey differ when the customer is a buying group rather an individual consumer? What are the key differences in customer journeys in the B2C vs B2B worlds? • Trust is more important than ever between marketers and their customers. How can the firm ensure trust is maintained during the customer journey? What is the relationship of trust to ROI? • What are the most effective strategies to drive deeper, lasting customer engagement/loyalty with the firm? • What is the relationship between privacy protection and customer loyalty and customer experience strategies? • How can we make sure our insights are global and not just U.S. centric? Tier 2 • How does a customer allocate their share of wallet across firms? • What are the best strategies to increase the reach to and conversion of non-customers? • Are cause and green marketing effective? When do these strategies work and how? • How do customer KPIs translate into internal KPIs?