Roost Consulting provides business change and transformation services for marketing, sales, and service teams. They help businesses become more customer-centric by creating and developing multi-skilled teams, providing technical capabilities to deliver business plans, and developing business models like freemium and subscription. Their services include demand generation, customer experience improvement, business change management, and customer engagement.

1. Business Change & Transformation for Marketing, Sales & Service teams
Roost Consulting
Who we are, and how we might help
September 2016

2. About
Roost was founded to help businesses become more customer centric. Over the last couple of years
we’ve worked with some amazing people who provide specialist services that form the network.
Collectively we have worked with a broad range of brands and propositions and have experience across
many audiences and business models. Our team have worked across new and established sectors and
industries, creating value, and driving revenue for the businesses we work with.
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Skills:
• Leadership, networking and interpersonal skills that motivate
teams and stakeholders
• Efficient, pragmatic and data driven
• Able to see through the eyes of the consumer
• Able to quickly identify skill gaps within teams
• Strong analytical and problem solving skills, highly numerate
and able to draw meaningful insights
• Able to translate business and marketing objectives into
technical requirements and manage delivery
Core competencies:
• Creating, building and developing multi-skilled, multi-channel
teams and individuals
• Providing the technical capability to deliver business plans
• Developing freemium, micro-payment, ecommerce, subscription,
and lead generation business models
• Agile methodology through KPI setting, review and validation
• Creating actionable customer feedback loops
• Financial planning (P&L management), analysis and reporting
• Director level experience within a large senior management team

3. Experience Overview
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Customer
Service
Sales
Marke2ng
Brand
Management
Business
Development
Product
Management
Marke2ng
Transforma2on
Business
Change

4. Influence and Inspiration
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Books that changed our life

5. How could we Help?
5
Demand Generation
We can help you find your
target customers wherever
they hangout, and can help
them find you. We have a
range of methods that work
across all the channels that
matter, both on and offline.
Customer Experience
Set your company apart from
your competition by delivering
an amazing experience from
start to finish. We work closely
with product, marketing, sales
and service teams to join the
dots and make sure a great
experience is consistently
delivered.
Business Change
Delivering a great customer
experience at scale requires
an open, transparent,
collaborative and efficient
working environment. We
can help you embed new,
sustainable ways of working
that change behaviour and
improve employee culture.
Customer Engagement
Help set the context, and
facilitate conversations across
defined channels and touch
points to raise awareness,
educate, nurture, entertain, sell
and service the people that
matter.
Proposition Development
Whether it’s a campaign, service
design or product we can help
define the proposition.
Using a range of methods we can
help develop propositions with you
and your customers, and help
establish this discipline as a key
capability within your teams.
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6. Underlying Framework
1. Establish and articulate vision, goals, objectives and timescales
2. Embed data driven development across all teams
3. Define roles and responsibilities, eliminate duplication
4. Develop and optimise proposition, price and promotion
5. Establish personas and voice of the customer
6. Structure customer evolution, improving customer management
7. Improve usability and customer journeys
8. Optimise acquisition marketing via portfolio
9. Optimise acquisition marketing via external sources
10. Planning, testing and on-going optimisation
Programme
management
Change
management
Product
management
Customer
management
Demand
management
Con2nuous
improvement
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7. Enabling Customer Centricity
• Executives and leaders articulating a shared philosophy and vision
• Teams measuring achievement using and publishing known metrics
• Development focused around shared and understood priorities
• Incorporating customer feedback into business processes and
proposition development
• Refining the operating model and aligning technology and business
process to support and drive customer engagement
• Transform the culture, by better connecting staff with customers
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8. Increasing Agility & Effectiveness
• Enabling a culture of Continuous Improvement
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Op#mising
business
processes
Roost Consulting limited

9. Refining Operating Models
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Simplify
Policies and processes
to drive consistency for
employees and
customers
Clarify
Organisational goals
and structures, ensuring
everyone is clear on
their role and its
contribution
Data Driven
Understand which
metrics drive action and
use them to prioritise
and focus development
Customer Insight
Establish a customer insight
programme to understand
audience needs and
catalysts of behaviour
Align & Empower
Improve collaboration
within and between
teams, recognise,
reward and invest in
people
Roost Consulting limited
• Harness the voice and collective understanding of employees
• Co-create operating model with staff and partners
• Deliver and amplify the basics brilliantly

10. Refining Operating Models
10
Enriching
exis2ng
or
crea2ng
new
opera2onal
capability
07/10/16 CONFIDENTIAL
CUSTOMER
COMMUNICATIONS
Mul2-­‐Channel
Customer
Communica2ons
SALES
&
CAMPAIGN
Product
&
Promo2on
catalogue
PAYMENT
/
FULLFILLMENT
Gateway
Management
&
Revenue
Recogni2on
CUSTOMER
SERVICE
Contact
centre
management
&
case
escala2on
INSIGHT
Campaign
performance
&
VOC
OPTIMISATION
Test
&
Learn
Front-­‐end
templates
&
usability
UX
&
DESIGN
Usability
and
touch
point
op2misa2on
CUSTOMER
OPERATIONS
DEV
OPS
DevOps
&
Infrastructure
Mgmt
DATA
Data
architecture,
feed
management
&
quality
TEST
Quality
and
assurance
DEV
SoOware
development
COMPLIANCE
Security,
PCI
&
Data
Protec2on
CONFIG
SaaS
Administra2on
PLATFORM
OPERATIONS
PRODUCT
MANAGEMENT
Jira
&
Agile
Admin,
Project
Management,
&
delivery
PLATFORM
SUPPORT
Support,
Training
&
Change
management

11. Propositions & Business Models
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Single wallet deposit Subscription Partnerships
Lead generation Ecommerce Membership

12. Browser
Intender
Purchaser
Member
Advocate
Attract Engage
Acquire
Retain
A great framework to help define;
-­‐ Contact and communication strategy
-­‐ Data and segmentation strategy
-­‐ Business model and pricing strategies
-­‐ Customer service offer
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Structured Customer Evolution

13. PR
Radio/
TV
Word of
mouth
Display Ads
Email
Search
Reviews
Blogs
Magazines
Direct Mail
Voucher Codes
Cash-back
Comparison
FAQ / Knowledge
Reviews
Blogs
Social Networks
Word of Mouth
Roost Consulting Limited 2015 13
Typical
channels
and
content
types
that
assist
customer
journeys
Structured Customer Evolution

14. Multi-Channel Customer Management
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Core
Marke2ng
Cloud
capabili2es
from
leading
B2C
vendors
Direct'offline'
Referral'
SEO'
PPC'
Facebook'
YouTube'
Pinterest'
Display/'
Retarge?ng'
Affiliates'
Partners'
Data'append'
Direct'online'
Email'
lnDApp'
On'site''
Social'
SMS'
LeGers'
Inserts'
Cover'wraps'
Telemarke?ng'
Mul?dimensional'segmenta?on'
E.G'Behavioral,'RFM,'lifecycle','channel'
Campaign'Workflow'
choreographed'campaign'execu?on'&'workflow'governance'
Event'triggering'
E.G'abandon'cart,'form'comple?on,'inac?on''
RealD?me'decisioning'
Next'best'offer/ac?on,'dynamic'content'
Predic?ve'analy?cs''
Forecast'demand,'churn,'propensity'
Content'marke?ng'and'delivery'
Manage'commission,'edit,'curate'and'publish'
Social'marke?ng'
Listening'and'publishing'via'mul?ple'social'sites''
Ad'management'
Automates'buying'and'placement'of'ad'units'
Email'Marke?ng'
Content'and'message'delivery'
Offline'marke?ng'
Direct'link'with'direct'marke?ng'suppliers'
Mobile'marke?ng'
InDapp,'SMS'publishing'and'message'delivery'
Closed'loop'repor?ng'
Single'view'of'campaign'and'customer'performance'
Contact'centre'integra?on'
Integra?on'with'Service'Cloud'agents'
Your'Closed'Domains'and'3rd'party'partners''
Proper?es'behind'logDin,'SelfDService,'offDdomain'partners'
Your'Open'Domains'
Editorial'product'&'blogs'

15. Connected Customer Platform
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customer
single view to sell,
market & service for
lifetime of customers
eCommerce
Product catalogue,
billing, fulfilment,
distributed
eCommerce
Content
Management
create, manage and
publish content across
multiple-platforms
customer
service
management of inbound
and outbound customer
sales & support
marketing
tools to deliver more
targeted, relevant
communications, more
efficiently
Community &
Membership
Access & entitlement,
gated content
• Experience of integrating multiple
tools to create a single marketing and
customer management platform
• Built customer management
capability within teams
• Alignment and adoption across
regional and global teams
• Helped establish high-performing
cross-functional teams
• To drive scale effectively

16. Documenting Knowledge
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Yes
CUSTOMER
CUSTOMERSALES,
SERVICE&
SUPPORT
CUSTOMEROPERATIONSMARKETINGDATA&BIFINANCE
PLATFORM
OPERATIONS
BUSINESSSYSTEMS
BPM SCENARIO 1 - NEW PRODUCT LAUNCH April 14, 2016
Launch
Espresso
BPM-CO0003
Create
Product in
SMS
BPM-CO0004
Create
Standard
Pricing
BPM-PPF002
Change
Request
BPM-CO0002
Change
Request
Yes
Create a new
product?
Yes
BPM-PPFXXX
NPD Process
No
BPM-CO0006
Create
Promotion &
offers
Decision
BPM-M0007-14
Campaign
Briefing
BPM-M00015-18
Campaign
Execution
BPM-M00019-22
Campaign
Evaluation
BPM-CO0016
Customer
Comms
Mapping
SMS
Processes
Comms
Processes
Marketing
Processes
Key:
Create new
comms?
BPM-CO0019 & 21
Create new
Life-cycle & Service
Comms
BPM-CO0023
Comms
Fulfillment &
Testing
Optimisation
Processes
BPM-CO0013
Create New
Landing Page
Create new
Sales Journey?
Yes
BPM-CO0014
Create New
Sales
Journey
No
Yes
BPM-PPF002
Change
Request
Yes
Business
Systems
Do we need
development?
Yes
BPM-PPF033
Configure,
Customize,
QA
Decision
Yes
BPM-PPF033
Configure,
Customize,
QA
No No
BPM-CO0018/19
Contact
Strategy/
Segmentation
Ready to
Test?No
BPM-CO0015
Campaign
Fulfillment
Yes
BPM-PPF034
UAT
BPM-PPF035
Deploy
BPM-PPF034
UAT
BPM-PPF035
Deploy
Do we need
development?
NoNo
Yes
Everything
work ok?No
BPM-PPF008
Multi-Channel
Comms
Fulfillment
BPM-PPF010
New Order
Payment
Fulfillment
BPM-PPF013
Order
Processing
Fulfillment
Yes
Everything
work ok? Yes
No
Finance Consulted
BPM-PPF002
Change
Request
Do we need
development?
Decision
Yes
BPM-PPF033
Configure,
Customize,
QA
BPM-PPF034
UAT
BPM-PPF035
Deploy
No
No
BPM-CO0029
Agent
Training &
Liaison
BPM-CO0029
Monitoring,
Trouble
Shooting &
Compliance
Customer
Service
BPM-CS0079-93
Order
Processing
QSS CS
Processes
BPM-CF0042
Closing
Month-End
Finance
Processes
Edit/Approve
proposed
comms
Data & BI Consulted
BPM-CO0034
Script
Management
Agents
briefed with
access to
Knowledge
BPM-CO0032
Update
Knowledge
Base and
Publish
Knowledge
Articles
Published in
MMA
Edit/Approve
Landing page
& sales
journey Option
Customer
journey,
Business
Processes
&
Data
Mapping
examples
• Interview, audit, document, define, validate business requirements & processes
• Produce business cases, PIDs, PDDs and manage P&Ls
• Creation of Knowledge bases and training materials
Bounce'
Process'
ç'
C"Stat&
Customer&Journey&Map&–&Acquisi7on&
5&
Opportunity'to'improve/enhance:'
• Summarise&points&of&delight&
• Summarise&opportuni7es&to&
improve&
Pain'points'and'service'barriers:'
• What&is&broken&
• What&needs&fixing&
Organic'traffic'
• Direct/Bookmarked&
• Search&
• Social&
• Other&referral&
Land&&
on"site&
Blocked&
ar7cle&page&
Reg"wall&
3x&
unblocked&
ar7cles&
Pay&Wall&
Blocked&
ar7cles&
Subscrip7on&
offers&shown&
Order&
complete&
Reg"wall&
Email&
address&
required&
Subscrip7on&
offers&&selected&
Payment&
taken&
Promo;on'traffic'
• Search,&social,&email,&
affiliates,&Display&
• Retarge7ng&
• Direct&mail&
• Cover&wraps&
Promo7onal&
Landing&Page(s)&
• Ar7cle&
suggests&
PLUS&
• Reasons&to&
subscribe&
• 3&further&
ar7cle&
suggests&
• 3&killer&
reasons&to&
subscribe&
• Ar7cle&
suggests&PLUS&
• Reasons&to&
subscribe&
• Tes7monials&
• Show&me&the&
offers&
• Compare&
packages&
• Compare&
compe7tors&
• Thank&me&&
• Confirm&
transac7on&
• Explain&what&
happens&next&
• Welcome&
screen&
within&My&
Account&
• Thank&you&
• A&E&
• Self&service&
• Customer&
support&
• Ar7cle&
suggests&PLUS&
• Reasons&to&
subscribe&
• Tes7monials&
• Show&me&the&
offers&
&
• Thank&me&&
• Confirm&
transac7on&
• Explain&what&
happens&next&
• Confirm&
delivery&of&
physical&
product&
• Is&everything&
working&as&
you&
expected?&
• Check&I&got&
what&I&
expected&
• How&
sa7sfied?&
• Refer&a&friend&
• Member&get&
Member&
• Write&a&review&
• Delivery&
status&
• How&
sa7sfied&
where&you?&
• Rate&our&
service&
• What&can&we&
improve&
Do&you&need&any&
help?&
&
Do&you&need&
any&help?&
Do&you&need&
any&help?&
Do&you&need&any&
help?&
&
• Do&you&need&
any&help?&
• Are&you&
aware&of&X,&
Y,&Z&
• Do&you&need&
any&help?&
• Are&you&
aware&of&X,&
Y,&Z&
• Do&you&need&
any&help?&
• Are&you&
aware&of&X,&
Y,&Z&
• Do&you&need&
any&help?&
• Are&you&aware&
of&X,&Y,&Z&
• Thank&me&&
• Confirm&
transac7on&
• Explain&what&
happens&
next&
• Check&I&got&
what&I&
expected&
• How&
sa7sfied?&
• Refer&a&friend&
• Member&get&
Member&
• Write&a&review&
1
4
3
I&need&informa7on&
I&need&entertainment&
I&am&reading&the&
ar7cles&and&enjoying&
them&
Oh,&they&want&me&
to&pay&for&this&
experience.&
&
Seems'reasonable'
Oh,&they&REALY&want&
me&to&pay&for&this&
experience.&
&
Seems'reasonable'
Ok&so&how&much&is&it?.&
&
Seems'reasonable'
This&feels&like&a&lot&
This&feels&like&a&li`le&
&
Seems'reasonable'
I&have&a&method&of&paying&
that&is&acceptable!&
&
Essen;al'
Fantas7c&I&can&access&
my&subscrip7on&
&
Essen;al'
Its&actually&pre`y&good!&
&
Thank'goodness'
I&am&proud&to&belong&to&the&
Economist&club&
&
Valida;on'
Business&process&
Communica7on&
strategy&by&channel&
Psychological&buying&
journey&
Segmenta7on&via&
Marke7ng&Automa7on&
Customer'persona:'
• New&customers&
• Gie&recipients&
Experience'triggers:'
• Student&
• Intellectually&interested&
• Intellectually&ac7ve&
Key:'
Welcome&
Reg&
Welcome&
Paid&
Sail&Thru&
Ez&Publish&
Ez&Publish&
Zuora&Ez&Publish&
Product'bundle:'
• Print&
• Digital&
• Print&&&Digital&
Personal&
details&
added&
6
5
7
8
Goals:'
• Register&
• Subscribe&
• Refer&
Thank&you&
for&
registering&
.&
.&
.&
.&
.&
Retarge7ng&
.&
.&
.&
.&
.& .&
.&
.&
.&
.&.&
.&
.&
.&
.&.&
.&
.&
.&
.& .&
.&
.&
.&
.&
Offline'traffic'
• Telemedia&
• Post&
CSR&
Engagement&
2
Transac7onal& Service&
#&of&steps&
Customer&experience&
Journey&steps&

17. Consistent Customer Experience
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Woman’s Weekly Live !
Consumer events and workshops
Community &
Membership
Charity Events & World Record attempts have seen tens
of thousands of WW followers interact with the brand
Events &
Courses
The UK’s best selling magazine
for mature women – 638k readers
every week
Book Series
Books &
Magazines
eCommerce

18. Consistent Customer Experience
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eCommerceComment, Debate
& Community
Events Editorial
Jobs Insights

19. Meeting Business Objectives
• Top-level revenue growth
ü Ecommerce and Events
ü Membership and Subscription
ü Advertising
• Collaborative working
ü Editorial
ü Publishing & Marketing
ü Customer service
• Profit enhancing
ü Offset declining circulation and advertising revenues
ü Reduced operating costs
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• Building capability
ü Introduction of single customer view
ü Launch of subscription management platform
ü New cross-functional customer management team
established
• Refining the operating model
ü Standardised and rationalised business rules and
processes
ü Formalised customer management strategy
• Cost reduction
ü Net infrastructure savings

20. Business Change & Transformation for Marketing, Sales & Service teams
Roost Consulting
For more information please contact me…
sdenny49@gmail.com
07773 390610
LinkedIn