The document outlines a strategy for shifting from company-driven communications to customer-centric engagement using multi-channel approaches. It proposes segmenting and profiling customers to customize solutions, messages, timing of communications, and channels based on customers' usage, needs, and behaviors. Sample messaging guidelines, solution plans, and a communication stream map are provided as examples of how to synchronize personalized engagements across multiple touchpoints over time. The goal is to build ongoing relationships through relevant, targeted interactions on the most effective channels.

1. Business Case:
Moving to Multi-Channel Engagement

2. Define Object
Multi-Channel
Trusted, Proactive Business
Objective Partners
To explore new approaches that shift
communications from company-driven
communication to customer-centric
engagement
11/14/2012 Engagement Strategy Update

3. Shift to Customer-Centric Engagement
Engagement Elements Engagement Elements
What: company-driven sales What: customer-centric solutions
How: one message for all How: personalized messages
When: on/off, on Company schedule When: ongoing, permission driven
Where: same channels for all Where: selective and orchestrated
channels
11/14/2012 Engagement Strategy Update

4. Multi-Channel Engagement Strategy
• Segment and Profile • Be Relevant
Customers • Speak in Customer
• Customize Solutions Right Solution Right Messaging Language
• Prioritize & Sequence • Synchronize Communication
Right Timing Right Place
Communications Channels
• Create Ongoing • Ensure Channel Experience
Engagement
11/14/2012 Engagement Strategy Update

5. Right Solution: Segment and Right
Solution
Profile Customers
Segmented Customers to Differentiate Built Segment Profiles to Define
Treatment Contact Strategy
• Optimize investment based on value • Understand segment value and needs
• Different positioning based on affinity with • Establish segment objectives and investment
Company levels
• Define specific opportunities based on needs/ • Develop segment specific contact strategy
behaviors
Engagement Pilot Segmentation Profile of Loyal Customer Segment
Share of Wallet Loyal Customers: High value, loyal customers, with moderate
Optimizing Profile incremental growth opportunity
Low Med High % of % of % of Growth Profile
Competitive User Brand Splitter Loyalist Pilot
Customers
Revenue Potential
 Second highest value segment, with a small group of customers
representing more than 20% of revenue and potential.
1.5% 23.5% 22%  Higher penetration of Business Services, and less Wholesale Trade.
Ground demand may be lower than segments because of skew
towards services providers.
Low High Low High Low High SIZING
 Use a mix of Express and Ground. High penetration of Ground, Ground
11,670 Customers Overnight and Home Delivery.
Integration Integration Integration Integration Integration Integration 1,185 Median Volume  Many are using dotcom with some AWB and have not migrated to
$29,219 Median Revenue FSM. Many are not earning an automation discount.
Competitor Loyalist Growth Star Rising Star Growth Star Loyal Customers Best Customers $31,978 Median Potential  High Field Sales coverage.
Potential Value
Strategy
Switching Profile Perception Change Evolving Profile Perception Change Optimizing Profile Retaining Profile Solutions
High fedex.com
Express Pickup Only
1227
4855
11%
42%


Objectives: Optimize solution
Investment Level: High, to retain high value and capture incremental
potential
Express Pickup + fedex.com 954 8%
Ground Pickup Only 1183 10%  Strategies:
Software 2054 18%
Ground Pickup + Express Pickup 456 4% o Demonstrate appreciation for loyalty and deliver solutions to add
Ground Pickup + fedex.com 150 1% value to the relationship.
Competitor Loyalist Growth Star Rising Star Growth Star Loyal Customers Best Customers Express Pickup + Software
Ground Pickup+Software
302
217
3%
2%
o Leverage high touch channels and streamline response process,
i.e. Sales call to extend Pick Up offer and facilitate request.
Online Service 98 1%
Ground Pickup + Express Pickup +fedex.com 66 1% o Focus on conversion to higher automation level. Ensure receiving
Med Switching Profile Perception Change Evolving Profile Perception Change Optimizing Profile Retaining Profile Ground Pickup + Express Pickup + Software
Express Pickup + Online Services
45
24
0.4%
0.2%
o
appropriate automation discount.
Leverage the sales relationship to strengthen connection to FedEx.
Server 24 0.2%
Ground Pickup + Online services 8 0.1%
Ground Pickup + Server 4 0.0%
Express Pickup + Server 3 0.0%
Accomplishment: Completed comprehensive
customer profiles for 12 segments
11/14/2012 Engagement Strategy Update

6. Right Solution: Customize Right
Solution
Solutions
Defined Solution Categories based on Customized Solutions Based on
Customer Value Proposition Different Configurations
• Identified 4 key value proposition components • Built solution elements in each category
• Defined 4 key corresponding solution categories • Configured different solutions to optimize
investment and customer value
Incentives
Customer Mindset and
Needs
Relationship
Behaviors/Ratings of High
SOW/ Primary Shippers
Customer Pain Points Competitive Position
Relationship
• Simple Pricing
• Simple discount
Services
• Received Freight • Confusing pricing • Pricing structure and
Incentives
•
discounts or higher structure and long pricing rating process56
structure automation discounts49 agreement51 • Perception of Product tips
Customer Mindset and shippers rate
• Know final landed cost • Primary
Behaviors/Ratings of High 52 Customer Pain Points 57
• Surprise charges competitive pricing
Competitive Position
• SXGY
•
up front Needs SOW/ Primary Pickup fee are a barrier to • Perception of value
Shippers
• Low Cost
FedEx as competitively
Convenience and Simplicity
better in “price paid for
•
Automation tips
• Fee waiver
• Speed and Time • Primary shippers rate switching53 (price paid for services • Faster Ground transit
• Damaged or lost 58
• Affordable products that Mindset and
Customer services received”50
Behaviors/Ratings of High Customer Pain Points
received) Competitive Position
• Decision of selecting • Low awareness of various
•
FedEx as competitively packages22 time26
help cut cost and meet Needs SOW/ Primary Shippers
Behaviors/Ratingsthat would
discounts
needs carrier/shippingMindset andbetter in “total transit timeof High
Customer mode • Only 61% of customersPoints More Competitive Position
Customer Pain • Business ideas
• Automation
reduce cost54 First Overnight
• Address Specific • SOW/Primary Shippers think “FedEx has solutions
based Cost Needs Needs from pickupsales contact 19
• Beyond Shipping on trade-off More to delivery” from • Lack of skills for planning, •coverage27 with
Interactions
•
• Customize •
35 Low awareness of various
between cost and solutions•
•
Higher products
urgencyProvide incentives based • Higher email Smartpost that would shipping keeping up 39
changes or solutions4 •
drivers45
• FedEx tender integration to meet specific needs” optimizeLater Easy to work with10
responding to market
• Reduction inDecision Convenience: Primary shippers rate such as returns• Lack expertise to 23
• inventory/ • Express Oncall*28
• Interactions automation11 Channel follow-
logistics costmin. time/effort to obtain FedEx andcompetitively
intangible
• Convenient pickup
as Ground regular
and
pickups1 reduce
in “high quality
•
• Reduction ininfo and make decision better engagement36 logistics costThink of FedEx for shippers rate High quality shipping/
on small business 55 latest trends/technology
• Only 64% of •
• Overall with
customer services reps
• Automation reliability, Discount
volume
cost such as•time and
times Clear/targeted info with •• Primary delivery rate
Higher automation
shipping and shippers
important and critical to do
• Only 57% as shippers
FedEx of “easy delivery experience29 and
sales reps46
and speed, integration
ups
effort
• Help Grow benefits
•
tangible Business
• Reliability Easy pricing integration2
experience”
FedEx20 competitively
as
• No damage or lossmy business • better in “interactions with
• Care about • Primary shippers rate rate
Primary shippers
shipments more so than
think „FedExwith” 5
business
24
day-to-day groundwell with its
• High level terms such as
communicates
• •Pickup reliability30
Customer appearance12
visual
communication47
• Initial automation
• Range of services
• Rewards Points
• Transaction Convenience:
• customer service rep and• High churn on Smartpost
FedEx as competitively “reliability”,
customers” 40 “convenience”
• On-timeApologize to to
delivery my
FedEx better in 37
as competitively mean different things to offered
• Personal interactions48
seamless13
31
min. time/effort lost or
customers for sales rep” “resolving
• Solutions for Specific better in “rangeissues effectively indicating possible 6 don‟t • Resolving 14 automation
delivery of
• Feel big companies • Freight
complete transaction
damaged shipment different people tools delivery
Needs •• Simplenew ways to save • Primary shippers rate
Teach processes services offered”21
and addressing inquires
care about their issue25
miscommunication business
• Low awareness of to 32
issues effectivelypickup at
FedEx as competitively since they are too small • Consistent
• Urgent Easy and money tools
• deliverylearn/use
time to effectively”3
beautomation tools, 41
• Easy to learn/use better in “inspires handled profitably • Solutions for specific15
scheduled time
• Integrated solutions for confidence”38
services, “how-to”
• Be Flexible
services • Large vendors pursue
materials and discount needs 33
• Same-day Ground on-
online shipping andout of way
•• Integrated solutions
Driver goes small businesses to make • More call
options7
16
Hazmat
brick and mortar
• Forgive mistakes and • Overall issue
Convenience
• After-Transaction the sale, only to ignore
• Need easier automation commodities34 17
pickups, reverse
Convenience: min. backups
Services
provide fail-safe time/ them after simpler navigation
set-up, the sale is resolution
logistics, etc.address issues
• Resolve issues with
effort to made42faster label creation
and
• SpecialQuick and easy issue
handling
• speed and flexibility
• • Inertia to switch initial
• Automation
8
Not contacted during
• Vertical focus
resolution
• Personal Attention automation solutions
new customer stage43
•• Proactive
Quality interaction with • Unsatisfied with proactive
• Tender types
communication
drivers and customer • Passive relationship with9
issue communication
services reps carriers44
• Ground
superiority
Accomplishment: Completed solution Accomplishment: Completed 9
analysis for each of the 4 categories solution plans
11/14/2012 Engagement Strategy Update

7. Right Messaging: Guideline Right
Messaging
Company Oriented Customer Solution Oriented
• One size fits all • Customer language
• “Purple lens” • Based on their usage and needs
• Generalized • Provide benefits
Example
Grow Ground Volume
- Focus on ground transit superiority
- Provide customer benefits of this
- Split between high share and low share
 High Share: “You’re already shipping a lot with us so we’re giving you a special offer as a thank you for
being one of our most valuable customers…(SXGY offer)”
 Low Share: “Are you taking advantage of how quickly your customers could be receiving their
shipments? Get the benefit of the speed of the _____ and impress your customers. It‟s as easy as
shipping X…(make SXGY offer).”
11/14/2012 Engagement Strategy Update

8. Right Timing: Prioritize and Sequence Right
Timing
Communications
Solution Communication Stream
proactively offers solutions on
channel integration to increase
customer convenience
Trigger-Based
Revenue Communication Stream
reinforces benefit, solidifies channel integration
and drives revenue with incentives
Trigger-Based Nurturing Communication Stream
encourages ongoing engagement and builds
relationships
Time
11/14/2012 Engagement Strategy Update

9. Right Place: Synchronize Right
Place
Communication Channels
Day 19: Day 27: Day 38: Thank Day 59: Day 80: Day 101:
Day 1:
Thank U SXGY you for EM on EM on EM on
DM/EM
for signup Reminder registering growing growing winning
on PU
PU + SXGY EM SXGY revenue revenue SXGY
Primary
Delivery
Day 14: Day 20: Day 33: Day 45: Day 66: Day 87:
Channels Reminder SXGY Intro Packaging Automa- Automa- Automa-
EM on PU EM Tips tion tip 1 tion tip 2 tion tip 3
@
Day 52: Day 73: Day 94:
Business Business Business
advice 1 advice 2 advice 2
Intercepting Day 37:
Channels Day16: Register Day 63 :
Sona BAG on SXGY in BAG on
BAG r PU Sonar Ground
zone
Zone
Support Day 16: Sign
Day 5: Day 35:
Channels up PU w/
Sales call CPC
CSI &
on PU & follow-up
offered
SXGY call
SXGY
Solution Comm. Stream
Revenue Comm. Stream
Nurturing Comm. Stream
11/14/2012 Engagement Strategy Update

10. Key Learning and Results Right
Place
Adapt by Industry or Lifecycle
Persona
Recognize the Geography
Right Solution Right Messaging
Customer across
channels
Find the right solution Firmographics
as needed
Right Timing Right Place
Recommendations by Role of Customer
Past Behavior
Engagement Strategy
Update
11/14/2012

11. THANK YOU!
Questions?
11/14/2012 Multi-Channel Engagement