Multi channel communications & service delivery
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Multi channel communications & service delivery

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This is a heavy presentation used to support a half day conference workshop way back in 2004. It presents the Multi-channel challenge, some communications 101 stuff, and some ideas on how to create an ...

This is a heavy presentation used to support a half day conference workshop way back in 2004. It presents the Multi-channel challenge, some communications 101 stuff, and some ideas on how to create an effective multi-channel strategy.

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Multi channel communications & service delivery Multi channel communications & service delivery Presentation Transcript

  • Improve the way your service delivery channels connect with the target audience A look at integrated communications in the context of multi-channel service delivery. www.rowanwood.ca 613.761.6245 Thom Kearney Thom.kearney@rowanwood.ca 613.292.81832001/01/17 Multi-Channel Communications 1
  • Agenda Introduction The multi-channel challenge Communication 101 Communicating with groups Break www.rowanwood.ca 613.761.6245 Strategy & Tools Examples & Discussion Conclusion2001/01/17 Multi-Channel Communications 2
  • INTRODUCTION The multi-channel challenge Communication 101 Communicating with groups Break Strategy & Tools www.rowanwood.ca 613.761.6245 Examples & Discussion Conclusion2001/01/17 Multi-Channel Communications 3
  • Purpose To stimulate thought and ideas about how to better “connect” with your audience. www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 4
  • What are we talking about (1)Assumption: With multi-channel service delivery choices that include: telephone, internet, email, fax, mail and kiosk — communication with your audiences can easily become splintered and dysfunctional. www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 5
  • What are we talking about (2)“Connecting” is really about: Transactions Dialogue Exchanging data, information and knowledgeThis presentation looks at the communication side. www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 6
  • DriversThe Government of Canada Service Vision forCanadians says that good government: Engages in multi-dimensional dialogue Learns from citizens and equips them to participate in society Anticipates and responds to client’s needs www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 7
  • IntroductionTHE MULTI-CHANNEL CHALLENGE Communication 101 Communicating with groups Break www.rowanwood.ca Strategy & Tools 613.761.6245 Examples & Discussion Conclusion2001/01/17 Multi-Channel Communications 8
  • Multi-channel…Multi-channel service delivery means: Same services, several channels of choice Focus on cost effective and audience preferenceMulti-channel communications means: Integrating the messages across media Use of an internet backbone as common source www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 9
  • Today’s Reality At least 3 or 4 different audience types. Citizens in context Taxpayer Clients Using various channels at different times. Mail Phone Kiosk Web self service They are all Counter Individuals seeking information and services. From people and www.rowanwood.ca programs within an 613.761.6245 organization Accessing disparate information sources Intranet Notes Tacit Databases 2001/01/17 Multi-Channel Communications 10
  • Tomorrows Vision (fantasy ?) Well understood audience types. Citizens in context Clients TaxpayerUsing preferred channels Phone at different times. Mail Kiosk Web self service They are all Counter Individuals seeking information and services. Integrated Service Layer (CRM/CMS/Internet Backbone) www.rowanwood.ca 613.761.6245 From people and programs within an organization Accessing integrated Intranet Notes information sources Tacit Databases 2001/01/17 Multi-Channel Communications 11
  • Introduction The multi-channel challenge COMMUNICATION 101 Communicating with groups Break www.rowanwood.ca 613.761.6245 Strategy & Tools Examples & Discussion Conclusion2001/01/17 Multi-Channel Communications 12
  • Communication ModelA simple model Perceptual barrier encode transmit sender receiver Select and Decide what use a to say and particular how to say it. vehicle or vehicles for www.rowanwood.ca the message. 613.761.6245 feedback 2001/01/17 Multi-Channel Communications 13
  • Perceptual barriers All messages compete for my attention ge sa Relates to something Mes I care about Understanding and memory www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 14
  • Communications Model Implications encode transmit The effectiveness of the message (encode), depends on how well it relates to receivers interests. The effectiveness of the vehicle used, (transmit) depends upon its ability to reach the receiver. Together the vehicle and the message must get through www.rowanwood.ca the receiver’s filters to be understood. 613.761.6245 All messages compete for my attention e ag ss Relates to something I care about Me Understanding and memory 2001/01/17 Multi-Channel Communications 15
  • Understand the communication taskAdoption Model:Most individuals will go through these steps Adoptionon the way to adopting a change. Action This is a good thing, the Desire Ok let’s try it benefits are out. real and I am Interest I should rewarded for probably do How do I do my new Something is this thing. this? behaviour. Awareness going on. I’m interested Unaware Others say in learning more about it. this is a good There’s thing. nothing wrong with the way I www.rowanwood.ca do it now. 613.761.6245 To help your audience move along the adoption process 2001/01/17 Multi-Channel Communications 16
  • Communication approachesDifferent approaches for different steps in theadoption process Adoption Action Desire Interest Awareness Actual Unaware instructions or guidelines on www.rowanwood.ca how to make the 613.761.6245 More detailed change. Broad based, information Access to lots of benefits and examples. detailed and Personal contact information and directional may be required. policies. pointers for Feedback. more information. 2001/01/17 Multi-Channel Communications 17
  • Types of strategic communicationOutreach: Communications that push a message out to an audience. Needs to be creative and targeted.Response: Communication that is being “pulled” by a request. Needs to be prompt, complete and appropriate. www.rowanwood.ca 613.761.6245Internal: Communication directed at folks within the organization. Needs to be direct and consistent with the above. (includes training & presentations) 2001/01/17 Multi-Channel Communications 18
  • Branding in the context of governmentA brand is: A mixture of attributes, tangible and intangible that identifies a program, service or organization. It includes, but is not limited to: name, symbol, and special designs.Effective branding can: Help establish an environment of trust Reduce confusion and aid understanding www.rowanwood.ca Promote the organizational culture 613.761.6245 2001/01/17 Multi-Channel Communications 19
  • Effective branding requires Expert design help Deep understanding of audiences and services An honest appraisal of corporate culture (where you are, where you want to be) Diligent application and continuous policing www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 20
  • Communication 101 Summary The messages that have impact appeal to things that are important to people (communication model) Beliefs and opinions can be strong (perceptual barriers) The communication task and approach will vary depending upon where the audience is in the adoption process Communication is cumulative and comes in many forms Branding can be an important tool www.rowanwood.ca 613.761.6245 Communication is two way 2001/01/17 Multi-Channel Communications 21
  • Introduction The multi-channel challenge Communication 101 COMMUNCIATING WITH GROUPS Break www.rowanwood.ca Strategy & Tools 613.761.6245 Examples & Discussion Conclusion2001/01/17 Multi-Channel Communications 22
  • Change within a group Diffusion of Innovation Model: Innovation includes any thought, behaviour, or thing that is new because it is qualitatively different from existing forms.40 The majority will resist change3530252015 Communication www.rowanwood.ca 613.761.62451050 Innovators Early Adopters Early Majority Late Majority Laggards 3% 14% 34% 34% 15% Time 2001/01/17 Multi-Channel Communications 23
  • Group Change ImplicationsKnow where your audience is on the adoption curveInnovators Laggards4035 Early Early Late Different messages and approaches30 Adopters Majority Majority work best with different groups.25 i.e. Innovators may want to be seen2015 as different or have a compelling10 reason to change. Laggards don’t 5 care and like things the way they 0 are. www.rowanwood.ca Time 613.761.6245 If you are at the beginning, target the Innovators and Early Adopters. 2001/01/17 Multi-Channel Communications 24
  • Group Change: Rate of changeCharacteristics of innovation that affect the rate of change4035 Relative Advantage3025 Compatibility2015 Complexity105 Trialability0 Time Observability www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 25
  • Communication within the organizationCommunication needs vary depending upon theorganization level.In almost any size organization, there are three groups thatneed to communicate within themselves and between eachother. Stakeholders Leadership Middle management www.rowanwood.ca 613.761.6245 Line and operations Clients 2001/01/17 Multi-Channel Communications 26
  • Communication needs Leadership Team Need consensus on on the vision and priorities. Key communication is interpersonal. Renegade leaders have little chance of real change. Clear Vision Honest Consistent Actions Feedback Visible Support Middle Management They need direction. Want to understand how priorities will affect them. How to make it actionable. www.rowanwood.ca Simple Policies Honest Clear Instructions Feedback 613.761.6245 Visible Accountability Line Operations They need help. Don’t care about management stuff. They have jobs to do! 2001/01/17 Multi-Channel Communications 27
  • Information flows within the organization X Leadership Team Middle Management www.rowanwood.ca 613.761.6245 Line Operations Legend Communication Paths Leadership Middle Management: Matrix Manager Line Operations DM:ADMS ADMS:DGS Directors and Managers Middle manager from “outside” Officers 2001/01/17 Multi-Channel Communications 28
  • Implication: Leadership team Ideal Dysfunctional The ideal team has healthy Unfortunately the communication communication between all members. between many teams looks like this. They understand the whole as well as Members do not understand each other themselves. They know the goal and and have different goals and agendas. agree on how to get there. The imperative www.rowanwood.ca 613.761.6245 Leadership must agree to communicate amongst themselves at all costs. What to do? Build a common vision Do something Publish a policy Call Rowanwood today…. 2001/01/17 Multi-Channel Communications 29
  • Communication SummaryKnow Where you are on the adoption curve What groups you want to address What level of organization you are dealing withChoose Messages that matter www.rowanwood.ca 613.761.6245 Vehicles that work for your message and audience 2001/01/17 Multi-Channel Communications 30
  • Introduction The multi-channel challenge Communication 101 Communicating with groups BREAK www.rowanwood.ca Strategy & Tools 613.761.6245 Examples & Discussion Conclusion2001/01/17 Multi-Channel Communications 31
  • Introduction The multi-channel challenge Communication 101 Communicating with groups Break www.rowanwood.ca STRATEGIES & TOOLS 613.761.6245 Examples & Discussion Conclusion2001/01/17 Multi-Channel Communications 32
  • Creating a strategyThere are many paths we can take Strategy defines the path. www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 33
  • What is strategy ? A hypothetical system of components that when implemented together results in some kind of synergy. It defines the target groups, sets the objectives and establishes guiding principals It sets priorities and provides a focused point www.rowanwood.ca of change. Helps to keeps people aligned. 613.761.6245 2001/01/17 Multi-Channel Communications 34
  • Today’s Reality (review) At least 3 or 4 different audience types. Citizens in context Clients Taxpayer Using various channels at different times. Mail Phone Kiosk Web self service They are all Counter Individuals seeking information and services. From people and www.rowanwood.ca programs within an 613.761.6245 organization Accessing disparate information sources Intranet Notes Tacit Databases 2001/01/17 Multi-Channel Communications 35
  • Tomorrows Vision (review) Well understood audience types. Citizens in context Clients TaxpayerUsing preferred channels at different times. Phone Mail Kiosk Web self service Outreach Counter They are all Individuals seeking Response information and services. Integrated Service Layer (CRM/CMS/Internet Backbone) From people and www.rowanwood.ca programs within an organization 613.761.6245 Internal Intranet Notes Accessing integrated Tacit information sources Databases 2001/01/17 Multi-Channel Communications 36
  • 5 Steps to success 1. Knowledge 2. Planning 3. Creation 4. Delivery 5. Listening www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 37
  • Communications planning Knowledge Planning Creation Delivery Audience Diagonal teams Encode Transmit Needs Objectives Creative Monitor Channels Strategic plan Test Adapt Services Message matrix Adapt Culture Branding Grow Adapt www.rowanwood.ca 613.761.6245 Listening Research Monitoring Anecdotal 2001/01/17 Multi-Channel Communications 38
  • Know your audience Citizens in context Clients Taxpayer What are the relevant segments for your organization? Issue Driven: I.e. health, safety, environment Age Driven: children, youth, adults, seniors Priority Driven: I.e. aboriginals, immigrants, other role www.rowanwood.ca Phone Mail 613.761.6245 Kiosk Web self service Counter What are their preferred channels for interacting with you ? 2001/01/17 Multi-Channel Communications 39
  • Know their needs They all want Service Efficiency and responsiveness. What do they need that you have? What should they know about that you can provide? www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 40
  • Audience segment analysis Client, Citizen, Taxpayer Segment What they want What we want Description By age By Issue By priority www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 41
  • Example segment profileElected Officials: Mayors, Municipal Councils and Regional GovernmentMake the major funding decisions and approve budgets, set the priorities. In general they should beinterested in building sustainable communities and may be aware of the concept of best practices. There maybe as many as 4000 Mayors and Councils in Canada. Typically M/F, 40+, university educated, Internetaccess is likely to be high either directly or through staff. In some regions there may be a regionalgovernment that manages portions of the infrastructure. Or there may be utilities that have boards asopposed to councils. What they want What we wantBig picture stuff: how best practices contribute to building a Their awareness, enthusiasm and willingness to spend money,sustainable community. How will this save me money? (even if it is only to save money). Councils to adopt thecontribute to reduced lifecycle costs, etc, What’s in it for me if I InfraGuide best practices and endorse the guide as a whole.endorse the guide? Examples of success and endorsement Them to understand the idea of sustainable infrastructure andfrom other organizations, e.g. FMC. Easy access so they can best practices.Use of best practices and knowledge of www.rowanwood.calearn quickly. Want to see that guide contributes to quality of infrastructure issues in decision making. Referral of technicallife. staff to site. In communities where staff is used to doing it the 613.761.6245 way they’ve always done it, we will need a strong enough enthusiasm on the part of the mayor in particular that he or she will follow up on this referral. Preferred Channel e.g. 70% Internet, 25% phone, 5% mail 2001/01/17 Multi-Channel Communications 42
  • Know your services Service Type Government of Canada Service Vision Services for which 1) information is provided about a service, program and/or Information transactions (e.g. information about EI eligibility); and 2) information is generated by the government for Canadians (e.g. weather updates, statistics). Services that involve a binding exchange between government and Canadians Transaction (e.g. submitting tax returns, applying for Employment Insurance). Services for which the end goal is the transfer and application of knowledge, Knowledge enabling a citizen to be better informed and effecting a change in behaviour (e.g. Go-smoke Free Campaign, the Kyoto Accord). www.rowanwood.ca Services for which the value added is from the dialogue between the government Interaction and Canadians (e.g. community partnerships with non-governmental 613.761.6245 organizations helping the homeless). Services for which the government intervenes for the public good and safety of Intervention Canadians (Environmental protection, Emergency Preparedness, National defence). 2001/01/17 Multi-Channel Communications 43
  • Map services to needs (Ministry of water and fish)Service Type Recreational users Commercial Users Media Segment Current conditions Annual Quotas Background and science Information Seasonal variations Web/ Phone Extranet/Newsletter Web based media kit License License and reporting Requests for information License License and reporting Requests for information Transaction Transaction Web/Kiosk Web/Mail Catch and release program New regulations Spread the word program Catch and release program New regulations Spread the word program (outreach) Knowledge (outreach) Knowledge Advertising/Web/Trade Web/Newsletter Web Shows www.rowanwood.ca Shared waterways Commercial users interest 613.761.6245 Shared waterways community of interest Commercial users interest group Interaction community of interest group Interaction Extranet Extranet/Meetings Inspections and warnings Inspections and seizures Inspections and warnings Inspections and seizures Intervention Intervention Ticket/info package Ticket/Info package 2001/01/17 Multi-Channel Communications 44
  • Build diagonal teams Identify the people throughout the organization that deliver, create or guide messaging. Both intentional and www.rowanwood.ca 613.761.6245 unintentional. Use teams of these folks to come up with the solution for your organization. 2001/01/17 Multi-Channel Communications 45
  • Deliver consistent messages Use the diagonal teams to create and validate: The communication strategy Messages for each audience group Brand Consensus of common themes www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 46
  • The communication taskWere is your audience now?Where are your trying to move them? Adoption Action Desire Interest Awareness ActualUnaware instructions or guidelines on www.rowanwood.ca how to make the 613.761.6245 More detailed change. Broad based, information Access to lots of benefits and examples. detailed and Personal contact information and directional may be required. policies. pointers for Feedback. more information. 2001/01/17 Multi-Channel Communications 47
  • The message matrix Clients Citizens Communication Task Generate awareness of new internet service Key message 1 Save time, do it at your desk It is more efficient, use of your tax dollars Key message 2 Helps you run your business Saves time better Key message 3 www.yourgovernment.gov www.yourgovernment.gov www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 48
  • Perception is reality The role of communications in managing and meeting client expectations, an interactive moment… www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 49
  • Media selectionChose media vehicles that : Will reach your audience at the right time Offer a suitable context for your message Are capable of transmitting your message Outreach Response Internal Television Email Interpersonal Print Mail Rumour Mill www.rowanwood.ca Outdoor Telephone Email & Voice Mail 613.761.6245 Direct mail Courier Internet Radio Personal visit Presentations Transit Internet Print Internet Other Other Other 2001/01/17 Multi-Channel Communications 50
  • ListeningCommunication means listening too— using measurementto improve your implementation.Techniques: Listen to feedback Research (establish baseline and compare) Watch behavior Build feedback into process www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 51
  • Communications planning – summary Knowledge Planning Creation Delivery Audience Diagonal teams Encode Transmit Needs Objectives Creative Monitor Channels Strategic plan Test Adapt Services Message matrix Adapt Culture Branding Grow Adapt www.rowanwood.ca 613.761.6245 Listening Research Monitoring Anecdotal 2001/01/17 Multi-Channel Communications 52
  • Less is more A tight focus will result in more impact. Find the simplicity on the other side of complexity. www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 53
  • Strategies wrap up Follow the five steps; Knowledge Planning Creation Delivery Listening. www.rowanwood.ca Strive for simplicity 613.761.6245 Perception is reality 2001/01/17 Multi-Channel Communications 54
  • Introduction The multi-channel challenge Communication 101 Communicating with groups Break Strategy & Tools www.rowanwood.ca 613.761.6245 EXAMPLES & DISCUSSION Conclusion2001/01/17 Multi-Channel Communications 55
  • The story so far… Communication model Adoption model Outreach, response and internal work together Diffusion of innovation in groups Information needs and flows within Knowledge, planning, creation, delivery, listening www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 56
  • Interactive examples Your organization The following slides review the material presented. With your participation we can put them into context. www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 57
  • Today’s Reality (review) At least 3 or 4 different audience types. Citizens in context Clients Taxpayer Using various channels at different times. Mail Phone Kiosk Web self service They are all Counter Individuals seeking information and services. From people and www.rowanwood.ca programs within an 613.761.6245 organization Accessing disparate information sources Intranet Notes Tacit Databases 2001/01/17 Multi-Channel Communications 58
  • Tomorrows Vision (review) Well understood audience types. Citizens in context Clients TaxpayerUsing preferred channels at different times. Phone Mail Kiosk Web self service Outreach Counter They are all Individuals seeking Response information and services. Integrated Service Layer (CRM/CMS/Internet Backbone) From people and www.rowanwood.ca programs within an organization 613.761.6245 Internal Intranet Notes Accessing integrated Tacit information sources Databases 2001/01/17 Multi-Channel Communications 59
  • Example: Diffusion Model Innovators Laggards 40 Early Early Late 35 Adopters Majority Majority 30 25 20 15 10 5 0 www.rowanwood.ca 613.761.6245 Where are you?2001/01/17 Multi-Channel Communications 60
  • Example: Adoption Model #1 Adoption Action Desire #2 Interest Awareness ActualUnaware instructions or guidelines on how to make the More detailed change. www.rowanwood.ca Broad based information Access to lots of benefits and examples. detailed 613.761.6245 and Personal contact information and directional may be required. policies. pointers for Feedback more information. Communication Goal: To help your audience move along the adoption process2001/01/17 Multi-Channel Communications 61
  • Example: Communication Model encode transmit sender receiver feedback www.rowanwood.ca 613.761.6245 Decide what to say Select and use a and how to say it. particular vehicle or vehicles for the message.2001/01/17 Multi-Channel Communications 62
  • Example: Information FlowsLeadership Team XMiddle Management www.rowanwood.ca 613.761.6245Line Operations Legend Communication PathsMatrix Manager Leadership Middle Management: Line OperationsMiddle manager from “outside” DM:ADMS ADMS:DGS Directors and Managers 2001/01/17 Multi-Channel Communications 63
  • Communications planning Knowledge Planning Creation Delivery Audience Diagonal teams Encode Transmit Needs Objectives Creative Monitor Channels Strategic plan Test Adapt Services Message matrix Adapt Culture Branding Grow Adapt www.rowanwood.ca 613.761.6245 Listening Research Monitoring Anecdotal 2001/01/17 Multi-Channel Communications 64
  • Example: Wrap up The multi-channel challenge Diffusion model Adoption model Communication model Information needs and flows Communication planning www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 65
  • Introduction The multi-channel challenge Communication 101 Communicating with groups Break Strategy & Tools www.rowanwood.ca 613.761.6245 Examples & Discussion CONCLUSION2001/01/17 Multi-Channel Communications 66
  • Conclusion www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 67
  • Last slide Thank you Questions? thom.kearney@rowanwood.ca 613.292.8183 www.rowanwood.ca 613.761.6245 2001/01/17 Multi-Channel Communications 68