Customer Communication Silos
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Customer communications silos are commonplace within nearly every business with rarely a centralised strategy in sight. As such, customers are bombarded with communications from marketing, digital, contact centres, billing and so on with no consideration of the impact on the customer experience. And the fallout it is not just the negative impact of customer frustration and marketing opt-out, but also the damage this has to customer retention and missed opportunities for cross-sell and up-sell. As businesses change course towards a customer-centric approach, addressing these customer communications silos is becoming a business priority. ◾ Identifying customer communications silos and understanding the impact is it having on your business. ◾ Why marketing needs to take the lead on breaking down these silos through structural and process alignment. ◾ Why the lack of a customer communications contact strategy hampers the customer experience.
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Customer Communication Silos
- 1. Customer Communications Silos Overcoming customer communications silos to enable a single customer experience
- 3. Function explosion = silo explosion
- 4. Data & Systems explosion = silo explosion Marketing & PR Digital Campaigns Inbound Customer Comms Other Other CRM SQL CRM Enriched Agency Database Dialogue Online 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’s Letters = 00m’s Emails = 00m’s Services Calls = 00m’s • Customer feedback surveys External Services Calls = 00m’s Services Calls = 00m’s
- 5. What is going on… ENGAGEMENT 1 INTEGRATION 2 FORECASTING 3 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
- 6. What is the potential ROI? More than £1.5 trillion is spent on marketing and communications worldwide. 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.
- 7. Maturity in Cx and the link to your KPIs: Building your business case… Take the test yourself:http://timihub.com/services/marketing-maturity-login/
- 8. Six steps: Two elements to address 2 3 4 Audit Existing Comms 1 56 “Do No Harm” Contact Strategy Map Customer Journeys Design Content Strategy Review CRM & Contact History Customer Insights CONTACT STRATEGY CONTENT STRATEGY
- 9. “Do No Harm” Review CRM & Contact History Contact History - data is the tool 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 3 Audit 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
- 10. Step 4: Customer Insights PERSONAS & INSIGHT POINT OF MUTUALITY CATALYST RED THREAD
- 11. 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
- 12. Hero’s Journey Act1: OrdinaryWorld Act1: Engage Act1: Resistance Act1: Proof Act1: Threshold Act2: Consider Act2: Compare Act2: Buy Act3: Receive Act3: Experience Act3: Acknowledge Act3: Advocate 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.
- 13. 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
- 14. Customer Insight directly inputs into creating engagement maps PERSONAS & INSIGHT POINT OF MUTUALITY CATALYST RED THREAD ENGAGEMENT MAP COMMERCIAL GOAL
- 15. Step 6: Engagement Maps define ENGAGEMENT MAP
- 16. Content Brief: Content Production Process managed across communications silos CONTENT BRIEFS & COMMS PLAN
- 17. If you have this….
- 18. For more information and help go to: www.timihub.com You can’t do this….
- 19. Contact Info aly.richards@timihub.com @cxgenius scott.mclean@timihub.com @ScottNLMcLean Join our popular LinkedIn group: http://linkd.in/1r8Fj1j Get our book here: http://amzn.to/ZL23M4
Notas del editor
- More than £1.5 trillion is spent on marketing and communications worldwide. 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 optimize acquisition, retention, satisfaction, and revenue generation. 47 percent of business executives say that customer experience will play a very important role over the next three years. 73 percent of respondents cite a lack of clear experience strategy as a key challenge.
- Act One – engage the audience Act Two – get them to buy the idea Act Three – deliver on the idea