If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management

Insights 2011 – Las Vegas If You Can't Measure It, You Can't Fix It. Metrics as a Component of CCM 8 June 2011

Panelists
Chair – Skip Henk, EDP
President, Xplor International
Rob Williams, CMDSM, EMCM
Continuum Worldwide, Director, Regional Operations
Stephen Poe, EDP, CSM, CSPO
Nautilus Solutions, Principal
Roger Gimbel
Gimbel & Associates, President
Slide © 2011 Xplor International

A Multi-Channel World
Average consumer (developed country)
Uses 7.2 channels
Including
Traditional direct mail physical address
Email
Business
Personal
Facebook
Landline
Mobile phone
Text
Voice
Skype (or other VOIP)
Twitter
Source: InfoTrends, InfoStats Email Update, 12 January 2011 Slide © 2011 Stephen D. Poe

Multi-Channel Customer Communication Today
Current marketing campaigns
Use 2.7 channels (average)
Not communicating well, consistently, or across all channels
Source: InfoTrends, InfoStats Email Update, 12 January 2011 Slide © 2011 Stephen D. Poe

All Customer Communications
Following the same multi-channel route
Hardcopy, Web, email, mobile, IVR
Customers require communications
when they want it
how they want it
How do you monitor different communication channels?
Which are more effective for which customer segments?
Slide © 2011 Stephen D. Poe

New/Different Metrics
Each new channel introduces new metrics; e.g.,
Smart phone click-through rate
Mobile phone text response rate
Survey response rate – hardcopy vs. Web vs mobile
Facebook application sign-up rate
Twitter re-tweets rate
Which ones matter?
How to not get lost in the weeds?

Multi-Channel CCM Metrics
Who are your target customers?
What metrics are appropriate for them?
Different metric case studies:
New car insurance offering targeted to under-30 early adopters with an emphasis on mobile channels
Explain multiple electric plan offerings to households with an emphasis on Facebook
Financial cross-sell offering targeted to over 50 high wealth individuals mostly by mail

Multi-channel CCM Metrics
Ultimately, back to the same old questions:
Did the campaign meet its goals?
Was it profitable?
What was its ROI?
Has it increased Customer Lifetime Value?
Has it reduced churn?
Has it resulted in higher cross-sell?
Or in a higher average number of products per customer?

Audience Q&A
Are you using metrics?
What metrics have you used?
Which worked?
Which didn’t?
Slide © 2011 Xplor International

For More Information
Slide © 2011 Xplor International Skip Henk Xplor International +1-813-929-8100 skip@xplor.org Stephen D. Poe, EDP Nautilus Solutions +1.214.532.0443 [email_address] Rob Williams Continuum Worldwide +1. 402-344-2679 [email_address] Roger Gimbel Gimbel & Associates +1. 646-472-1936 [email_address]

If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management

by Stephen Poe on Jun 12, 2011

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If You Can’t Measure It, You Can’t Fix It: Metrics as a Component of Customer Communications Management — Presentation Transcript