Day 1 - Driving Business Impact through Effective
Campaign Management
Seminar Excerpt
GUIDELINES
SESSION OBJECTIVES
CONTENTS
• Introduction and Strategic Overview
• Customer Contact Strategies
• Solving Key M...
Learning Objectives
At the end of the session today, participants should be able to do the following:
Understand how to a...
Introduction and Strategic Overview
What are we ultimately here to discuss? What is our objective?
Build a customer
centric strategy and
execute through multi...
What is Customer Centricity?
What is Customer-Centricity?
“Customer-centricity is an over-arching philosophy which involves aligning
organizational res...
What does Customer Centricity mean to my company?
•To optimize the opportunity and value of each prospect and customer, co...
The Results Tell the Story
Customer-Centric contact strategies produce
better results…
• Behavior and Preference-driven co...
From Product to Customer Centric
-- Customer Value Landscape --
Product
Focus
High
Low
Solution
Focus
Customer
Value
Proac...
Core
Customers
Core
Offering
Business
Suppliers
Target
Markets
Marketing
Channels
Customer
Data
Perspective
Educators & af...
Source: Booz Allen Hamilton
A New Customer Value Proposition
Industry
Traditional
Traditional = Value
Product Proposition
...
Why Multichannel Marketing and Customer Centricity
Best-in-Class Performance Advantage
Source: Aberdeen Group
0% 20% 40% 6...
Self Assessment—Customer Centricity
Do you have a business strategy that looks to build products, sales, and
customer serv...
What is Multi-channel Marketing?
Multi-channel Marketing
A systematic approach to deploying many different marketing channels to reach
your customer depend...
Marketing Maturity Roadmap – Multi-Channel Marketing
Where are you in your marketing evolution?
Mass
Marketing
Target
Mark...
Building a Multi-channel Strategy
Channel Attribute to Consider Decision Making
Customer preference Market Research—unders...
Multi-channel Marketing Drives Improved Results
Mature practitioners of multichannel marketing are improving
tactical resu...
Self Assessment
Have you defined specific steps that customers go through as
they consider your product, buy your product,...
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Day 1 driving business impact multichannel excerpt

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An excerpt from Day 1 of a 3 day seminar series on Multichannel Marketing, from strategy to detailed contact plans, campaign examples, metrics and modeling.

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  • Our Objectives include:
  • Fairly straightforward really,
  • It’s a transformation towards putting the customer first with the understanding that if their needs are known and satisfied, you will be rewarded by constant and increasing business.
  • It seems to me that STC is somewhat Segment-Centric…which is good. Would you agree? So the shift to Customer-Centric isn’t that difficult although you will likely need a more robust database or data mart, as well as increased channel capability (more use of SMS or social media) as well as collecting a bit more data about interests and lifestyles where possible. From there companies do tend to move into Channel Integrated but few achieve Individualized one-2-one marketing.
  • Customer centricity calls for different type of thinking about the value you offer to your customers. While today you may consider yourself as sellers of mobile phone services you may want o consider that in a customer focused world, you are actually selling full connectivity through your mobile device or your smart phone.
  • There is a research company in the U.S. which has separated companies by their superior performance across ROI, Incremental lift, customer retention and other business factors and has named them “best in class”. This table shows you that best in class companies which practice Customer Centricity have :
  • If customer centricity is a philosophy and organizing principle, then Multi-channel marketing is a business strategy and tactic that embraces the customers preference for how he wants to be contacted.
  • MCS begins with understanding the customer’s needs. It also involves some of the analyses that I will show you which will help you with a mix of channels and preferences
  • Day 1 driving business impact multichannel excerpt

    1. 1. Day 1 - Driving Business Impact through Effective Campaign Management Seminar Excerpt
    2. 2. GUIDELINES SESSION OBJECTIVES CONTENTS • Introduction and Strategic Overview • Customer Contact Strategies • Solving Key Marketing Challenges • What is a Marketing Database? • The Role of Analytics in Driving Business Success • Creating Winning Campaigns 1. Introduce Concepts in Customer Centric Marketing 2. Introduce Concepts in Data Driven Marketing 3. Introduce Effective Campaign Process Many topics will be covered at a high level Addressing issues more relevant to post paid Ask Questions as needed Objectives, Guidelines & Contents
    3. 3. Learning Objectives At the end of the session today, participants should be able to do the following: Understand how to align marketing campaigns to the customer. Understand how a portfolio approach can translate business goals into a campaign strategy. Define a contact strategy that respects prospects and prioritizes contacts for the most valuable offers. Utilize analytics to target customers and match offers to segments
    4. 4. Introduction and Strategic Overview
    5. 5. What are we ultimately here to discuss? What is our objective? Build a customer centric strategy and execute through multi- channel campaign management Leverage the unique dynamics of the pre- post paid phone business for profitable growth Profits Customer LTV* Network optimization
    6. 6. What is Customer Centricity?
    7. 7. What is Customer-Centricity? “Customer-centricity is an over-arching philosophy which involves aligning organizational resources for effectively responding to the ever-changing needs of customers, while building mutually profitable relationships.” - Craig Bailey & Kurt Jensen, Business Consultants
    8. 8. What does Customer Centricity mean to my company? •To optimize the opportunity and value of each prospect and customer, companies must be able to: • Understand and predict current and potential customer needs and behavior patterns across all channels • Develop and execute plans to interact with customers and prospects in a manner that delivers: • What they need • When they need it • How they want it • Fully leverage both inbound and outbound customer touch points to support and deliver the optimal customer experience • Transform data and analysis into business intelligence • Apply the right staff resources, business process, technology and data content against the body of work
    9. 9. The Results Tell the Story Customer-Centric contact strategies produce better results… • Behavior and Preference-driven communication (3X+ lift) • Trigger-based optimization (8X+ lift) • Multi-channel optimization (5X+ lift)
    10. 10. From Product to Customer Centric -- Customer Value Landscape -- Product Focus High Low Solution Focus Customer Value Proactively Understand Customer Drivers Breadth of Offering Create Customized Solutions Product Focused Segment Focused Customer Focused Individualized Marketing Channel Integrated
    11. 11. Core Customers Core Offering Business Suppliers Target Markets Marketing Channels Customer Data Perspective Educators & affiliates Single product Few large segments Single channel Single supplier Stand alone silo’d data w/in product Product Centric Segment Centric Channel Integrated Individualized Customer Value Landscape Segment 1-6 Products focused on segments Several smaller segments Multiple channels not integrated Single supplier- multi products Complementary within segment Segments-interests & lifestyle Bundled solutions Many smaller segments Multiple channels partially integrated Multiple suppliers Integrated customer data Customer & channel Channel customized solutions Very small segments Multi-channel integrated content Multiple supplies & channels Integrated channel & customer data Personalized content on demand Individual solutions Segment of one Fully integrated virtual service Customized integrated solutions Dynamic data sharing STRATEGY Customer Centric Brand Supplier & Group Group Dominant Group integrated Group-trusted provider Current FutureNear term Supplier dominant Customer Centric is the Goal
    12. 12. Source: Booz Allen Hamilton A New Customer Value Proposition Industry Traditional Traditional = Value Product Proposition Truck Manufacturing  Trucks “We sell and service trucks” Aerospace Components  Aerospace Fasteners “We sell high-performance fasteners” Utilities Electricity “We provide electricity reliability” Chemicals  Lubricants “We sell a wide range of lubricants” Pharmaceutical s  Drugs “We sell pharmaceuticals” Value-Added Customer-Centric + Services = Value Proposition  Financing  Service “We can help you reduce life-cycle transportation costs”  Application/Design support “We can reduce your operational costs”  Energy asset maintenance “We can help you reduce total energy costs”  Usage and application design  Lubricant analysis “We can increase your machine performance and up-time”  Product support  Outcomes-driven information database “We can help you better manage your patient base”
    13. 13. Why Multichannel Marketing and Customer Centricity Best-in-Class Performance Advantage Source: Aberdeen Group 0% 20% 40% 60% 80% 100% 43% 31% 24% 60% 50% 38% 63% 52% 30% Return on Marketing Investment Increase in gross sales/revenues Customer retention rate MarketingMetrics % of respondents showing greater than 15% improvement BIC Industry Norm Laggard
    14. 14. Self Assessment—Customer Centricity Do you have a business strategy that looks to build products, sales, and customer service around individual customers? Do you have a process for combining all operational data around individual customers? Do you have a marketing strategy that builds on customers, not just individual products? Do you have strategic segments of customers that can be targeted in your marketing campaigns?
    15. 15. What is Multi-channel Marketing?
    16. 16. Multi-channel Marketing A systematic approach to deploying many different marketing channels to reach your customer depending on their preferences. Strategy—Accept that the customer will define a preference for where they get information, you need to be there. Technology—Requires a campaign automation tool to route information to each channel. Offers—Offers have to be translated into each of the channels where they are presented. Contact Strategy—A map of how each prospect and customer will be communicated to over time. It must include business objectives and customer preferences.
    17. 17. Marketing Maturity Roadmap – Multi-Channel Marketing Where are you in your marketing evolution? Mass Marketing Target Marketing Relationship Marketing Multi-Channel Marketing Relationship Optimization Customer Focus Company Focus Shared Value Focus Right Offer For Some Right Offer, Right Person Right Offer, Right Person, Right Time Right Offer, Right Person, Right Times, Right Mix of Channels Right Value Exchange
    18. 18. Building a Multi-channel Strategy Channel Attribute to Consider Decision Making Customer preference Market Research—understand preferred channel for point in sales cycle Cost per impression Align higher cost impressions with most valuable customers and most valuable transactions Inbound/outbound messaging Inbound is most effective but requires customer to initiate the contact. Outbound is under your control. Social channels Should be included in the mix, even if just experimental for now Define the conversation Be prepared to present the next piece of the conversation at all times.
    19. 19. Multi-channel Marketing Drives Improved Results Mature practitioners of multichannel marketing are improving tactical results which, in turn, are driving strategic outcomes: ◦ 48% have increased impressions more than 15%. ◦ 43% say they've gained more than 15% in customer satisfaction scores. ◦ 40% are generating more than a 15% improvement in marketing-attributed revenues. ◦ 24% report a 15% reduction in average sales cycle length. ◦ 34% report more than a 15% increase in return on marketing investment. "The Multichannel Maturity Mandate” Forrester Research – August 2012
    20. 20. Self Assessment Have you defined specific steps that customers go through as they consider your product, buy your product, and ultimately stay loyal to your product? Have you tested different marketing activities with regards to moving customers from one step to the next? Where do you stand on the marketing maturity roadmap? What immediate steps can be taken to move to the next level of maturity?

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