Discover Experience Optimisation 2019

Event Roundup:
Driving Digital Growth in 2020

06 November 2019, London

How can you effectively drive growth in 2020?

A tough question but luckily we had a panel of incredible guest speakers onboard to answer this and much more during our final event of 2019. The Telegraph, Vodafone, The British Heart Foundation, the former CMO of 118118 Money, and us here at House of Kaizen, discussed optimising Customer Experience to fire up your digital strategy in the New Year.

If you weren't able to make the event then don't worry - you can watch the highlights below and scroll down for speaker summaries (with video roundups from each of our guest speakers coming soon).

We look forward to seeing you at an event in the new year!

Key Speeches from the event

Make your resolution understanding your users better in 2020
Daniel Gold
House of Kaizen
The Vodafone Digital Journey
Maria Koutsoudakis
Vodafone
Customer lifetime value is the key to growth in 2020
Katie Bloor
House of Kaizen
Experience-driven marketing with The Telegraph
Adam Ingram
The Telegraph
Panel Discussion
The Telegraph
Moderated by David Shiell.

Make your resolution understanding your users better in 2020

Daniel Gold, Head of Research, House of Kaizen

Daniel Gold

Head of Research, House of Kaizen

Daniel Gold discussed the power of research and how you can tap into the latest research methodologies to better understand your users. Research tools were a key focus, from basic analytics to neuro-marketing. Daniel talked about how businesses can explore aspects such as predicting user behaviours with big data to understand users, in turn, delivering higher engagement and growth.

"You can put out a great message but, if you haven't carried out consumer research then it may not resonate with your audience. It's a risk and you could simply be wasting your time."

Daniel's key takeouts

  • Cognitive insights can be deployed throughout the marketing funnel: from audience insight through to acquisition and retention.
  • New to the field? Start by applying cognitive science in marketing to optimise ROI.
  • Carry out an audit of your user journeys and assets, applying the lens of cognitive science.

The Vodafone Digital Journey

Maria Koutsoudakis, Brand & Marketing Director, Vodafone

Maria Koutsoudakis

Brand & Marketing Director, Vodafone

As the Brand and Marketing Director at Vodafone, Maria had some interesting insights to share on the transformation of the organisation. In her presentation, she discussed how becoming a data-driven digital organisation has fuelled this change. Maria then explored the use of existing digital data insight in terms of tracking Vodafone's funnel to understand: how the company's audience are feeling; what they need; how they are interacting; what they are thinking, and how Vodafone can optimise their interactions with their audience using this data.

"We've found the learn stage of the customer journey map is so important for Vodafone to analyse - the 'messy middle' (as I heard it referred to recently) is where consumers really test our brand and we can learn an incredible amount."

Maria's key takeouts

  • Don't be afraid of data - it will bring you closer to your audience.
  • Get closer to your customer and understand what they: feel; need; do; and think.
  • It's also crucial to also utilise data to optimise your company's own performance and effectiveness.

Customer lifetime value is the key to growth in 2020

Katie Bloor, Head of Optimisation, House of Kaizen

Katie Bloor

Head of Optimisation, House of Kaizen

Katie argued that brands who fail to optimise their CX strategy will forfeit driving growth in 2020 by continuing to solely focus on acquisition and not pay enough attention to Customer Lifetime Value (CLV) in their strategies. Katie's presentation then explored this with examples of her work over the previous two years with The Wall Street Journal, where she has been instrumental in the development of their optimisation strategy and roadmap.

"Testing the full WSJ customer journey has resulted in a massive impact on their membership growth and retention, but most importantly we've been able to tie all that back to a dollar value."

Katie's key takeouts

  • Optimisation efforts need to move away from focusing just on acquisition conversion rates, to also focusing on CLTV in order to truly have a positive impact on the bottom line and long term growth.
  • To drive CLTV, businesses need to better persuade customers to engage with their product/service features and build habits around them.
  • To truly see growth from focusing on CLTV, teams from across the business need to be united with a shared goal.

Experience-driven marketing with The Telegraph

Adam Ingram, Senior Performance Marketing Manager, The Telegraph

Adam Ingram

Senior Performance Marketing Manager, The Telegraph

Adam discussed how one of the UK's largest publishers uses an 'audience first' approach to deliver incredible results from their marketing campaigns. An insightful discussion, Adam explored how The Telegraph deliver targeted content using a rich and highly relevant audience strategy which spans every stage of their customer journey. This holistic approach ensures marketing teams are able to reach the right customer, with the right message, at the right time, for a truly customer-centric approach to marketing.

"If we can create that personalised customer experience that considers where their relationship is with The Telegraph at that time - we have a much better chance of converting them to the next best action, that is suitable for them."

Adam's key takeouts

  • Put the audience first and use data to pull your audience into your organisation.
  • Turn engagement into revenue by utilising data and tailoring content to your audience.
  • Change is the only constant: never stop innovating.

Panel Discussion

The Telegraph, The British Heart Foundation, Project 50 and House of Kaizen, Moderated by David Shiell.

The Telegraph

The British Heart Foundation, Project 50 and House of Kaizen, Moderated by David Shiell.

The morning was completed with a panel discussion around digital customer experience - with strategies and discussion from our experts about what is set to enhance digital growth in 2020.

The panel discussed how it's always been the goal of marketers to deliver the right message, to the right customer. However, this simple mantra is getting more complicated to achieve, with consumer expectations sky high in terms of brand experience.

The panel explored how consumers’ behaviour, engagement and customer journeys with a brand both before and after purchase, needs careful consideration and analysis. To achieve growth is 2020, data-led actionable insight combined with strategic thinking is vital.

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