Как строить клиентский путь презентация

The technology leader
“I don't fix laptops, I contribute to the business strategy. I look at the next business model for my business”
Profile
Age: 44 (younger than counterparts)
Job: CIO, been in role for 4 years and
will have another 4 years in role
Earning: £98,000 - £138,000 / year
Company: FTSE 350 media business
Qualifications: Trained to degree level in IT
Career: Majority spent in IT
Consumption habits: Google, CIO UK, Wired, MIT Tech,
Information Weekly, BBC, IoD, peer networking, blogs, SxSW, Tech Crunch, Gartner, Mashable, Economist
Social media: Facebook, LinkedIn and Twitter
Alex Nowak
Keywords:
Digital, problem solving, tech, leadership, gadgets, innovation, strategy, sport, budgets, CX, IoT, AI, data, mobile, humor
Narrative
- Alex is highly motivated, works extremely hard, works long hours and delivers on the (often too low) expectations of the leadership.
There is room for improvement when it comes to communication and leadership skills.
Well practiced in expecting the unexpected and enjoys his job and getting his hands dirty.
On a journey that never ends.
Logical and scientific in nature.
Reports to the CEO and has a good rapport.
Responsible for information systems, technology, computer systems, team leadership, senior executive relationships, IT security and stability
Functional needs / challenges
Challenges
- Getting buy in from leadership teams
- Budget and cost optimisation
- IT security
- Finding talent
Needs
- Getting core IT agenda items in order
- Keeping IT function secure and efficient
- Developing new business models
- Show art of possible - big data, cyber, innovations, AI, IoT, cloud, transformation
Emotional needs
Worries
- Sometimes not taken seriously enough with tech not seen as strategic part of the business.
- “Where do I go from here?”
- IT stability = business stability
- Not knowing what he doesn’t know
Passions
- Keen to get a seat at the top management table
- One day would like to be CEO
CIO stats
- 7%-14% of CIOs are female (2004 - 2014)
- 64% of CIOs see their role as a destination in itself
- 17% of CIOs have a role in the executive leadership team
- 48% of the C-suite do not think that the CIO needs to be involved in discussing business challenges and performance
- Consumes 5 content pieces before speaking to a company
- They want to be contacted 5 days after consuming content
Sources: 1. The TENG News Opinion Survey here. 2. DNA of the CIO (EY) here. 3. Harvey Nash Review of CIOs here. 4. CIO infographic here. 5. CDO salary and job description(CIO UK) here. 6. Strategy&, the CDO study here. 7. CIO Concerns and worries (Forbes) here. 8. CIO worries (Information Week) here. 9. Gartner CIO Leadership Forum here. 10. How do CIOs engage on social media here.
Профиль персоны

Определение
A buyer journey (or map) is the story of a customer’s experience – it explains what happens along the way, to whom, and how it happens – you need to know who is taking the journey to tell the story. Personas represent the customers whose journey we’re mapping.
Сценарий пользователя – шаги, эмоциональные реакции, время, ключевые цитаты.

Точно описываем, что человек делает. В В2В задаем вопрос: что человек делает для себя и что делает для компании?
Фиксируем его эмоциональное состояние в каждой точке контакт с нашим контентом.
Фиксируем точки контакта с нашими коммуникациями: сайт, мероприятия, брошюры, соцмедиа и др.
Фиксируем внутренние инструменты: CRM, SEO, UX и т.д.
Оптимизируем свои инструменты
Создаем новый клиентский сценарий

CRM
Удержание
Лояльность
Повысить узнаваемость
Веб-сайт, SEO
Контент
Социальные медиа
Почтовые рассылки
Реклама
Мероприятия
Attract
Convert
Nurture
Close
Создать лиды
Контент
Почтовые рассылки
Call to action
Социальные медиа
Создать возможность
Контент
Личный контакт
Call to action
Завершить продажу
Контент
Инструменты продаж
Личный контакт
Повторная покупка
Client feedback
Stranger
Visitor
Lead
Opportunity
Customer
Клиентский путь в В2В

Deliver
Content,
events, offers
Review
Client insights, Client feedback
Relationships
Точки контакта персоны в клиентском пути PwC

Intelligent Digital - creating value through the client journey
Aware
Engage
Contract
Deliver
Review
PR & influencers
Be expected to comment on tech or digitally related changes in the UK
Brand image
Be front of mind of our clients when they have a challenge that could be solved with a tech solution
SEO
Be found when clients search for solutions to their biggest and most significant business challenges, that can be solved using technology
Sponsorships
Be present at the biggest tech and digital events in the UK
Awards
Be commended for the best in digital market presence and be awarded for innovative tech solutions to build trust in society and solve our clients problems
Media partnerships
Be connected with the most trusted sources of information that our clients go to for info
Web presence
Be available with the right information for clients and candidates, at the right time, using the right formats
Client engagement
Be cutting edge by approaching presentations differently, utilising the best of digital and tech, like Blipper
Pursuits & proposals
Be original by reinventing our proposals process to transform the pitch experience
Contracts
Be creative about how we contract with our clients and candidates
Client emails
Be in contact in our clients in the way that suits them, that pushes boundaries
Customer insights
Be understanding of our clients needs and challenges by using real time client insights
Image bank
Be noticed for our imagery, that grab attention and spell out the possibilities that tech and digital have to offer
Client feedback
Be curious about our clients feelings and opinions. Ask for and be open to feedback on all digital and tech engagement
Affiliate strategy
Be omnipresent when clients are using their trusted sources of information
Content
Be known for developing leading digital insight and content that truly connects our customers to our propositions that solve their problems
Lead generation
Be proactive by creating leads that create tech revenue generating opportunities
The Frontier Space
Be inspiring using a creative space that encourage our clients and prospects to reimagine the possible
Speaking opportunities
Be invited to speak at digital and tech conferences around the world
Social media
Be engaging with our clients on the social media tools they like to use
Attract talent
Be attractive to digital and tech talent in order to be able to fulfil our client's needs in the best way
CIO Programme
Be a partner to our clients to help them to succeed and to treat them with respect
Client events
Be interactive at any opportunity we have to engage with out clients and candidates
Alumni programme
Be networked with our communities using digital tools to maintain relationships
Culture and behaviour
Be different by creating a creative culture keen to test, learn and try new things
Relationships
PPC
Be seen when our clients are engaging with brands they like and trust