customer communication silos
Post on 17-Jul-2015
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Customer Communications Silos
Overcoming customer communications silos to enable a single customer experience
Communications Overload
Function explosion = silo explosion
Data & Systems explosion = silo explosionMarketing &
PRDigital Campaigns Inbound
Customer Comms
Other Other
CRM
SQL
CRM
Enriched Agency Database
DialogueOnline
Platform
Broadcast - ATL
• DRTV• Radio• National
Press
• Door Drops
• DM• Email
• Targeted email
• Operational email
• Operational SMS
• Outbound calls
• Cross Sell
• Up Sell• Bill Inserts• Letters• Email
• Targeted Bill Inserts
• Targeted Contact
• Operational Comms
• Targeted Contact
• Operational Comms
Calls, DM = 00m’sOperational:Email = 00m’s SMS = 00m’s
Bills = 00m’sLetters = 00m’sEmails = 00m’s
Services Calls = 00m’s
• Customer feedback surveys
External
Services Calls = 00m’s
Services Calls = 00m’s
What is going on…
ENGAGEMENT1
INTEGRATION2
FORECASTING3
Many brands communicate with their customers based on their internal structures and goals
This is alienating customers
Brands are looking for a common framework for the whole organisation to look to in order to have a joined up and customer centric offering to increase profits
Brands exist to create and retain customers, which requires engagement
Many brands engage prospects but then don’t know how to take them on a structured journey to become customers
An effective audience centric strategy will ensure every communication will have a purpose and demonstrate value
For too long marketing has often been unaccountable for business performance
As a result Marketing has lacked credibility at the senior business level
Being able to accurately model customer communications towards a business goal will enable accurate forecasting that can be reported to the city
What is the potential ROI?
More than £1.5 trillion is spent on marketing and communicationsworldwide.
Customers have stated that a single negative experience with a brand can alter the decision to do business with a company.
Significant incentives for global marketers to take a hard look at all facets of customer experience in order to optimise acquisition, retention, satisfaction, and revenue generation.
47% of business executives say that customer experience will play a very important role over the next three years.
73% of CMOs cite a lack of clear experience strategy as a key challenge.
Maturity in Cx and the link to your KPIs: Building your business case…
Take the test yourself:http://timihub.com/services/marketing-maturity-login/
Six steps: Two elements to address
2 3
4
Audit Existing Comms
1
56
“Do No Harm”Contact Strategy
Map CustomerJourneys
DesignContent Strategy
ReviewCRM & Contact History
CustomerInsights
CONTACTSTRATEGY
CONTENTSTRATEGY
“Do No Harm”
ReviewCRM & Contact History
Contact History - data is thetool that you need to audit
your communications and to set up your contact strategy.
Make sure that you are capturing the contact history
and that everyone who needs to use it can.
“Do no harm” – once you have the complete picture of your communications, start
your contact strategy by removing the duplications and the obvious clashes.
Steps 1, 2 & 3: Contact Strategy
2 3Audit
Existing Comms
1
Review your existing communications; look at
both what is being sent and who is sending it. You may
find that you have organisation silos that need to be addressed as part of
your implementation.
Audit – What is the situation? What data do we have? Design Contact Rules
Step 4: Customer InsightsPERSONAS &
INSIGHT
POINT OF MUTUALITY
CATALYST
RED THREAD
Step 5: Map Customer Journeys
Marketing & PR
Digital
Inbound
Customer Comms
Product
Support
Campaigns
Customer Centric Comms
Delivered by a structured journey
Intelligent Customer Engagement (ICE)
1 2 3
Act 1:Nurture
Act 2:Purchase
Act 3:Experience Goal
Customer
Hero’s Journey
Act
1:
Ord
inar
y W
orl
d
Act
1:
Enga
ge
Act
1:
Res
ista
nce
Act
1:
Pro
of
Act
1:
Thre
sho
ld
Act
2:
Co
nsi
der
Act
2:
Co
mp
are
Act
2:
Bu
y
Act
3:
Rec
eive
Act
3:
Exp
erie
nce
Act
3:
Ack
no
wle
dge
Act
3:
Ad
voca
te
Engage Resistance ProofOrdinary
World
Threshold Consider Compare Buy Experience Acknowledge Advocate
Act 1 Act 3Act 2
Receive
We suggest that you map the buying journey and not the sales journey and the Hero’s Journey provides the perfect structure that the editorial teams will be comfortable with.
It is audience-centric, provides a structured journey and has clear thresholds to take your audience towards your goals. It also spans all your communications silos so that all areas can be on the same page as to what communications should be sent.
Taking your audience on a journey
Act 1 Act 3Act 2
Where are they today?
How can you excite them to
change?
What will be their natural reaction?
How can you prepare them to buy?
What will they need to see?
What are the options?
What do you need them to buy?
How do you reinforce that they made the right decision?
How can you create advocacy?
Engage Resistance ProofOrdinary
World
Threshold Consider Compare Buy Experience Acknowledge AdvocateReceive
Goal
Retention & upsell
Audience
nurtured
Customer Insight directly inputs into creating engagement maps PERSONAS &
INSIGHT
POINT OF MUTUALITY
CATALYST
RED THREAD
ENGAGEMENTMAP
COMMERCIAL GOAL
Step 6: Engagement Maps define
ENGAGEMENTMAP
Content Brief: Content Production Process managed across communications silos
CONTENT BRIEFS &COMMS
PLAN
If you have this….
For more information and
help go to: www.timihub.com
You can’t do this….
Contact Info
aly.richards@timihub.com @cxgeniusscott.mclean@timihub.com @ScottNLMcLean
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