This document outlines successful customer communication strategies in 8 steps and provides 2 case studies. It introduces the panelists discussing the topic. The key points are: 1. It is important to have a customer retention strategy in addition to an acquisition strategy since it costs more to acquire new customers than retain existing ones. 2. The 8 steps to developing a customer communications strategy are: know objectives and metrics, conduct a communications audit, listen to customers, determine customer segmentation, plot the customer lifecycle, define messaging, set an implementation roadmap, and launch the strategy. 3. Case studies from DIRECTV and Clearwire demonstrate applying the strategies. A discussion and Q&A with the panelists follows.

1. Successful Customer
Communications Strategies in
8 steps and 2 Case Studies
Presented By:
David Azulay – The Kern Organization
Judy Mitchell – The Kern Organization
Dan Ferguson – DIRECTV
Michelle Degen– Clearwire

2. Introducing Our Panelists
David Azulay Judy Mitchell Dan Ferguson Michelle Degen
Senior Vice President Vice President Client Services Senior Director of Marketing Marketing Manager
Client Services The Kern Organization DIRECTV Clearwire
The Kern Organization
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3. This may seem simple, but you need to give customers
what they want, not what you think they want. And, if
you do this, people will keep coming back.
- John Ilhan, Entrepreneur and Founder of Crazy John's Mobile Phone (Australia)
Companies that focus on building loyal relationships…
are better positioned to remain strong.
- Bain & Company
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Bain & Company. "Cost-Cutting Ideas for Now That Won't Impair Clients Later." Tennessee Society of CPAs. Accounting Office Management & Administration Report, June 2009.

4. Consider the cost of serving a long-
standing customer versus the cost of
courting a new one…
5% increase in customer retention
produces more than a
25% increase in profit
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Bain & Company. "Cost-Cutting Ideas for Now That Won't Impair Clients Later." Tennessee Society of CPAs. Accounting Office Management & Administration Report, June 2009.

5. Today’s Agenda
• Introductions
• Importance of a Customer Communications Strategy
• Getting Started – 8 Key Steps
• Cases
− DIRECTV
− CLEAR
• Moderated Panel Discussion / Q&A
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6. The Importance of a Customer
Communications Strategy
• It is just as important to have a retention strategy in place as
an acquisition strategy.
• It costs more to acquire a new customer than it does to
keep a current customer.
• Most customers want to be appreciated and thanked along
the way for their business.
• Expectations are increasing. Customers expect their
experience to be consistent, relevant and personalized at every
touch point.
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7. Getting Started – 8 Key Steps
1. Know your objectives and success metrics
2. Conduct a communications audit
3. Listen to your customers
4. Determine customer segmentation and investment strategy
5. Plot customer lifecycle phases and timing
6. Define messaging strategy
7. Set test and implementation roadmap
8. Go to market and refine
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8. Step 1: Know Your Objectives and
Success Metrics
Primary: should be quantifiable
• Example: Increase revenues by xx%; Increase renewals or
mitigate churn by xx%
Secondary: should be extensions of meeting primary goals
• Example: Satisfied customers and advocates, which lead to
increased purchases and increased revenues; increase
customer opt in; generate buzz
Are these realistic and measurable?
• Align costs and ROI to meeting your goals
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9. Customer Communications Dashboard
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10. Step 2: Conduct a Communications Audit
• Build a map of existing communications to identify
gaps/holes/opportunities
• Review all existing communication metrics (open
rates, response rates, etc.)
• Evaluate (or build) current offer library
• Analyze impact of current touches on goals, costs
and revenues
• Perform competitive analysis
• Insights should enable specific plans by segment,
customer type, etc.
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11. Customer Communications Dashboard
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12. Step 3: Listen to Your Customers
• Use immediate feedback channels
– Surveys, one on one interviews, focus groups
• Build longer term feedback channels
– Customer panels to contact regularly for feedback
• Be prepared to act on the information you hear
– Customers appreciate being asked for their feedback
but expectations are that their opinion will be taken
into account (especially in Social Media Channels)
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13. Clearwire Example:
Satisfaction Survey Email
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14. Customer Communications Dashboard
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15. Step 6: Define Messaging Strategy
• Creating a brand or “voice” for your communications so
that all touches are consistent
– Make sure the communication objective is being met (ie., cross-
sell, educate, upsell, etc.)
• Carry the branding throughout the customer’s
lifecycle even if touches are internally managed by
different groups
– All touches should clearly be coming from one company
• Personalize where possible
– Targeted, personalized, relevant messages ensure customer
engagement for lifetime loyalty
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16. Example: Messaging Mapped by Segment
Customer Segment
Benefits message
Product Features
and Benefits
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17. Examples of Effective Customer
Communication “Branding”
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18. Step 7: Set Test and Implementation Roadmap
• An implementation plan will help ensure that no steps are
overlooked and that each team member is clear on their role
• Participation by key stakeholders and support teams is a
critical component to the success of the implementation
process
• Build in milestones and check points after key steps
• Schedule implementation with enough time to read
results accurately and rollout next steps
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19. Customer Communications Dashboard
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20. Case Studies
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21. Customer Communications Dashboard
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22. Discussion/
Q&A
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23. Thank You!
If you would like us to email you a copy of the
presentation, please leave your business card upfront
David Azulay
dazulay@thekernorg.com
818-703-8775
#davidazulay 23