Customer Engagement
“
We believe in using data and creativity to inspire engaging personal experiences
that help our clients win more customers and make them more valuable.
Our Heritage
David Ogilvy founded Ogilvy & Mather Direct in 1972 because he loved engaging with
customers on a personal level. He wanted to get close to them, look them in the eye, get
to know their needs and desires and figure out what made them tick. And he knew that
engaging with them individually was the most effective way to win, grow and retain them.
It was also the most effective way for our clients to grow their business. He called it his
“first love and secret weapon.” When you apply David’s vision to the year 2015, it is called
Customer Engagement.
The first
to experiment
with digital.
A lot has happened since ’72. We have more channels than ever, more devices, more
data and more technologies. And this has led OgilvyOne to be a hotbed for innovation over
the years. We were the first to experiment with digital when we formed the Electronic
Marketing Group in 1983 and the first to seriously invest in technology, mobile, digital
media, a product development lab and much more.
Now we are augmenting ourselves once again. This is in response to the most
fundamental change we have seen so far – the way customers engage with brands.
Today’s customer is always on; they actively participate and they control when, where and
how they engage. They create their own world of connections with friends, family and
businesses. They transact on their own terms and they control whom they allow through
their “dialogue gate.”
These behavior changes have made Customer Engagement more important and powerful
than ever. The opportunities to create deep Customer Engagement have also never been
greater. And OgilvyOne has never been more committed to David’s first love.
We are
augmenting
ourselves
once again.
OgilvyOne on Customer Engagement | ogilvyone.com
© 2015 OgilvyOne Worldwide
Our Point of View
To OgilvyOne, Customer Engagement is more than just a practice. It’s a philosophy, a
disciplined approach, a set of critical beliefs and a religion. For clients, our prime directive
is to help them win more customers and make those customers more valuable.
• A belief that all customers are not created equal – they are unique individuals with different needs driven by different motives, and they are
of differential value to our clients’ brands.
• A fully customer-driven and agnostic approach to channels and touchpoints;
we meet customers when they want to be met.
We always
seek a direct
relationship
with the
customer.
• A deep faith in the simple but indisputable fact that the more relevant the brand
experience is to individual customers, the more successful our clients will be
at winning their minds, their hearts, their wallets and their friends.
A Customer Engagement approach is highly relevant to almost every business problem
or opportunity, and is equally relevant whether individuals are engaging on behalf of
themselves or an organization, or whether they are customers or employees. Customer
Engagement stretches across almost every type of brand-led customer activity: brand
engagement, customer acquisition, loyalty and up-sell programs, eCommerce and
sales enablement.
Common to all our client business problems and opportunities is our starting point: the
customer rather than the brand. We focus on identifiable segments and customers and we
stimulate specific behaviors that move them along the journey to purchase thereby creating
the maximum total value for our clients.
So is Customer Engagement direct marketing in a new wrapper or in a new decade?
Yes and no!
We always seek a direct relationship with the customer. Remember, when you are close
to them you don’t have to shout. But having a direct relationship with a customer doesn’t
necessarily mean you engage them. Real Customer Engagement is about getting them to
Our prime
directive is to
help clients
win more
customers.
OgilvyOne on Customer Engagement | ogilvyone.com
interact, experience and participate. Real Customer Engagement involves powerful creative,
innovative and transformational ideas. Real Customer Engagement is omnichannel and
data driven. Real Customer Engagement is also digital. But not digital for digital’s sake. We
use digital with a very specific purpose – to create highly relevant personalized experiences
that change behavior and grow customer value.
© 2015 OgilvyOne Worldwide
Our Guiding
Principles
If Customer Engagement is our religion, these are our three commandments:
Know customers as individuals
If we want to be truly relevant and deserve our customers’ continued attention, we need
to know them as individuals. What are they doing and what are their needs, wants and
desires? We are highly adept at reading their “digital body language” - the powerful
cues and clues created by their digital actions. And if we don’t already know them
as individuals, we design interactions with them to get to know them better.
Our quest
is to think
about what’s
next.
Make them lean forward
Always get the customer to lean forward, participate and engage with the brand; never
let them sit back and receive. We do this by creating value for our customers
at every touchpoint.
Show them what’s next
Most of our clients invest a lot of money in establishing the initial contact. That investment
is wasted if we cannot turn that first encounter into a lasting relationship. Our quest is to
think about what’s next. What is the next move we want a customer to make; what is the
next interaction, the next experience, the next transaction? Always think about the
next step and pursue it relentlessly.
Our Weapons
How do we do this? What are the core ingredients, tools and weapons?
Ideas: Transformational engagement ideas above all – creativity is our lifeblood
and competitive advantage.
Knowledge: Know thy customer – deep, deep, deep understanding of customer value,
drivers, differences, motivations, needs, wants.
Know thy
customer.
Data: Love data...and advanced analytics – our rocket fuel.
Content: Think content...and always marry it to insights about the customer’s
intent – the honey and sugar that engage the bee.
Technology: Embrace technology so that you can create a system of engagement
that allows you to deliver excellence at scale, over time and across borders.
Smart technology serves as our lifeline to the customer, our bridge to data.
OgilvyOne on Customer Engagement | ogilvyone.com
© 2015 OgilvyOne Worldwide
Our People
Customer Engagement is not rocket science. But it takes some of the most talented
people in the industry to figure it out. A real OgilvyOner, like anyone who works in
the Ogilvy & Mather family, embodies eight habits: courage, idealism, curiosity,
playfulness, candor, intuition, free-spiritedness and persistence. But there is one
quality that often distinguishes them, and that is ambidexterity. OgilvyOne leaders
enjoy flexing both sides of the brain because great Customer Engagement lives at the
Customer
Engagement
lives at the
intersection
of logic and
magic.
intersection of logic and magic. So we need creative people who love data.
Strategists who get excited about producing great creative work. Technologists
who come up with engagement ideas. And account people who map out inspiring
customer strategies.
This ambidexterity drives us to build bridges with others. OgilvyOne is not only
open to people with wildly different backgrounds and skills; we proactively seek out
connections with them. We partner and collaborate within Ogilvy & Mather, within
WPP, with leading outside firms and, most importantly, with our clients. We do this
because we know that great Customer Engagement work only happens when we
collaborate with people who have a different perspective than our own.
Our Regions &
Contacts
Let’s get in
touch.
Global:
The Chocolate Factory
636 11th Avenue
New York, NY 10036
United States
Brian Fetherstonhaugh
[email protected]
North America:
Europe, Middle East & Africa:
The Chocolate Factory
636 11th Avenue
New York, NY 10036
United States
10 Cabot Square
Canary Wharf
London E14 4QB
United Kingdom
+1 (212) 237-4000
+44 20 7345 3000
Günther Schumacher
Oscar Prats
Asia Pacific:
Latina:
The Center
99 Queen’s Road Central, 23/F
Central Hong Kong
Av das Nações Unidas, 5777
Alto de Pinheiros
CEP 05477-000
São Paulo, Brazil
+852 2568 1177
+55-11-3024 9000
Jerry Smith
Matias Alpert
[email protected]
[email protected]
OgilvyOne on Customer Engagement | ogilvyone.com
+1 (212) 237-4000
[email protected]
[email protected]
© 2015 OgilvyOne Worldwide