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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 <ul><li>Chair – Skip Henk, EDP </li></ul><ul><ul><ul><li>President, Xplor International </li></ul></ul></ul><ul>...
Stephen D. Poe Principal, Nautilus Solutions Slide  ©  2011 Stephen D. Poe
A Multi-Channel World <ul><li>Average consumer (developed country) </li></ul><ul><ul><li>Uses 7.2 channels </li></ul></ul>...
Multi-Channel Customer Communication Today <ul><li>Current marketing campaigns </li></ul><ul><ul><li>Use 2.7 channels (ave...
All Customer Communications <ul><li>Following the same multi-channel route </li></ul><ul><ul><li>Hardcopy, Web, email, mob...
New/Different Metrics <ul><li>Each new channel introduces new metrics; e.g., </li></ul><ul><ul><li>Smart phone click-throu...
Forrester Three-Level Metrics Source: Social Media Marketing Metrics That Matter, Forrester, 2011 Slide  ©  2011 Stephen D...
Multi-Channel CCM Metrics <ul><li>Who are your target customers? </li></ul><ul><ul><li>What metrics are appropriate for th...
Multi-channel CCM Metrics <ul><li>Ultimately, back to the same old questions: </li></ul><ul><ul><li>Did the campaign meet ...
Audience Q&A <ul><li>Are you using metrics? </li></ul><ul><li>What metrics have you used? </li></ul><ul><ul><li>Which work...
<ul><li>For More Information </li></ul>Slide  ©  2011 Xplor International Skip Henk Xplor International +1-813-929-8100 sk...
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If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management

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In today’s multi-channel customer communication management environment defining, collecting, analyzing, and acting on metrics is critical. How do you approach creating and utilizing metrics in your multi-channel CCM campaigns?

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

  1. 1. Insights 2011 – Las Vegas If You Can't Measure It, You Can't Fix It. Metrics as a Component of CCM 8 June 2011
  2. 2. Panelists <ul><li>Chair – Skip Henk, EDP </li></ul><ul><ul><ul><li>President, Xplor International </li></ul></ul></ul><ul><li>Rob Williams, CMDSM, EMCM </li></ul><ul><ul><li>Continuum Worldwide, Director, Regional Operations </li></ul></ul><ul><li>Stephen Poe, EDP, CSM, CSPO </li></ul><ul><ul><li>Nautilus Solutions, Principal </li></ul></ul><ul><li>Roger Gimbel </li></ul><ul><ul><li>Gimbel & Associates, President </li></ul></ul>Slide © 2011 Xplor International
  3. 3. Stephen D. Poe Principal, Nautilus Solutions Slide © 2011 Stephen D. Poe
  4. 4. A Multi-Channel World <ul><li>Average consumer (developed country) </li></ul><ul><ul><li>Uses 7.2 channels </li></ul></ul><ul><li>Including </li></ul><ul><ul><li>Traditional direct mail physical address </li></ul></ul><ul><ul><li>Email </li></ul></ul><ul><ul><ul><li>Business </li></ul></ul></ul><ul><ul><ul><li>Personal </li></ul></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Landline </li></ul></ul><ul><ul><li>Mobile phone </li></ul></ul><ul><ul><ul><li>Text </li></ul></ul></ul><ul><ul><ul><li>Voice </li></ul></ul></ul><ul><ul><li>Skype (or other VOIP) </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>Source: InfoTrends, InfoStats Email Update, 12 January 2011 Slide © 2011 Stephen D. Poe
  5. 5. Multi-Channel Customer Communication Today <ul><li>Current marketing campaigns </li></ul><ul><ul><li>Use 2.7 channels (average) </li></ul></ul><ul><li>Not communicating well, consistently, or across all channels </li></ul>Source: InfoTrends, InfoStats Email Update, 12 January 2011 Slide © 2011 Stephen D. Poe
  6. 6. All Customer Communications <ul><li>Following the same multi-channel route </li></ul><ul><ul><li>Hardcopy, Web, email, mobile, IVR </li></ul></ul><ul><li>Customers require communications </li></ul><ul><ul><li>when they want it </li></ul></ul><ul><ul><li>how they want it </li></ul></ul><ul><li>How do you monitor different communication channels? </li></ul><ul><ul><li>Which are more effective for which customer segments? </li></ul></ul>Slide © 2011 Stephen D. Poe
  7. 7. New/Different Metrics <ul><li>Each new channel introduces new metrics; e.g., </li></ul><ul><ul><li>Smart phone click-through rate </li></ul></ul><ul><ul><li>Mobile phone text response rate </li></ul></ul><ul><ul><li>Survey response rate – hardcopy vs. Web vs mobile </li></ul></ul><ul><ul><li>Facebook application sign-up rate </li></ul></ul><ul><ul><li>Twitter re-tweets rate </li></ul></ul><ul><li>Which ones matter? </li></ul><ul><ul><li>How to not get lost in the weeds? </li></ul></ul>Slide © 2011 Stephen D. Poe
  8. 8. Forrester Three-Level Metrics Source: Social Media Marketing Metrics That Matter, Forrester, 2011 Slide © 2011 Stephen D. Poe
  9. 9. Multi-Channel CCM Metrics <ul><li>Who are your target customers? </li></ul><ul><ul><li>What metrics are appropriate for them? </li></ul></ul><ul><li>Different metric case studies: </li></ul><ul><ul><li>New car insurance offering targeted to under-30 early adopters with an emphasis on mobile channels </li></ul></ul><ul><ul><li>Explain multiple electric plan offerings to households with an emphasis on Facebook </li></ul></ul><ul><ul><li>Financial cross-sell offering targeted to over 50 high wealth individuals mostly by mail </li></ul></ul>Slide © 2011 Stephen D. Poe
  10. 10. Multi-channel CCM Metrics <ul><li>Ultimately, back to the same old questions: </li></ul><ul><ul><li>Did the campaign meet its goals? </li></ul></ul><ul><ul><ul><li>Was it profitable? </li></ul></ul></ul><ul><ul><ul><li>What was its ROI? </li></ul></ul></ul><ul><ul><li>Has it increased Customer Lifetime Value? </li></ul></ul><ul><ul><li>Has it reduced churn? </li></ul></ul><ul><ul><li>Has it resulted in higher cross-sell? </li></ul></ul><ul><ul><ul><li>Or in a higher average number of products per customer? </li></ul></ul></ul>Slide © 2011 Stephen D. Poe
  11. 11. Audience Q&A <ul><li>Are you using metrics? </li></ul><ul><li>What metrics have you used? </li></ul><ul><ul><li>Which worked? </li></ul></ul><ul><ul><li>Which didn’t? </li></ul></ul>Slide © 2011 Xplor International
  12. 12. <ul><li>For More Information </li></ul>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]

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