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Successful Customer
Communications Strategies in
8 Steps and 2 Case Studies
David Azulay – Kern
Dan Ferguson – DIRECTV
Mic...
Introducing Our Panelists
David Azulay
SVP, Client Services
KERN
Dan Ferguson
Senior Director of Marketing
DIRECTV
2
Miche...
This may seem simple, but you need to
give customers what they want, not what
you think they want. And, if you do this,
pe...
Consider the cost of serving a long-
standing customer versus the cost of
courting a new one…
5% increase in customer rete...
Today’s Agenda
5
• Introductions
• Importance of a Customer Communications Strategy
• Getting Started – 8 Key Steps
• Case...
6
We are multi-channel CRM and Acquisition agency providing strategic,
creative and analytical leadership for data-driven ...
The Importance of a Customer
Communications Strategy
7
- It is just as important to have a retention strategy in place as ...
Getting Started – 8 Key Steps
8
1. Know your objectives and success metrics
2. Conduct a communications audit
3. Listen to...
Step 1: Know Your Objectives and
Success Metrics
Primary: Should be quantifiable
Example: Increase revenues by xx%; Increa...
Keep a Daily Pulse on the Metrics
Customer Communications Dashboard
10
Step 2: Conduct a
Communications Audit
• Build a map of existing communications to identify
gaps/holes/opportunities
• Rev...
Communication Audit:
Evaluate contact strategy based
on customer segment
Questions to ask yourself:
• What actions do you ...
• Use immediate feedback channels
– Surveys, one on one interviews, focus groups
• Build longer term feedback channels
– C...
Clearwire Example:
14
Satisfaction Survey Email
Step 4: Determine Customer Segmentation
and Investment Strategy
Use available customer data (transactional, revenue, tenur...
Step 5: Plot Lifecycle Phases and Timing
Activation
On-boarding
Engagement
Adoption
Growth
NurtureRetention
Renewal
Loyalt...
Sample Activation Phase
17
Sample Nurture Phase
18
Sample Renewal Phase
19
Sample Reactivation Phase
20
Step 6: Define Messaging Strategy
• Creating a brand or “voice” for your communications so that all
touches are consistent...
Example: Messaging Mapped by Segment
Customer Segment
Benefits message
Product Features
and Benefits
22
Examples of Effective Customer
Communication “Branding”
23
Step 7: Set Test and
Implementation Roadmap
• An implementation plan will help ensure that no steps are
overlooked and tha...
25
SEPT
ANALYTICSOPERATIONSCREATIVEDELIVERY
OCT NOV DEC JAN FEB MAR APRIL
PILOT
LAUNCH
DISCOVERY AND DEVELOPMENT TEST AND ...
Step 8: Go to Market and Refine
Strategic Ideation and
Mapping
Step 1 - Prepare
Conduct historical review; identify key
Bu...
Case Studies
27
Case Study: DIRECTV
Building a New Customer On-Boarding Strategy
28
Case Study: CLEAR
Developing a Customer Communications Program
29
Discussion / Q&A
30
Thank You!
If you would like us to email you a copy of the presentation,
please leave your business card upfront
David Azu...
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Successful Customer Communications Strategies in 8 Steps and 2 Case Studies

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Successful Customer Communications Strategies in 8 Steps and 2 Case Studies

  1. 1. Successful Customer Communications Strategies in 8 Steps and 2 Case Studies David Azulay – Kern Dan Ferguson – DIRECTV Michelle Degen– Clear
  2. 2. Introducing Our Panelists David Azulay SVP, Client Services KERN Dan Ferguson Senior Director of Marketing DIRECTV 2 Michelle Degen Marketing Manager Clearwire
  3. 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) Bain & Company. "Cost-Cutting Ideas for Now That Won't Impair Clients Later." Tennessee Society of CPAs. Accounting Office Management & Administration Report, June 2009. “ “ Companies that focus on building loyal relationships are better positioned to remain strong. - Bain & Company “ “ 3
  4. 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 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
  5. 5. Today’s Agenda 5 • Introductions • Importance of a Customer Communications Strategy • Getting Started – 8 Key Steps • Cases − DIRECTV − CLEAR • Panel Discussion / Q&A
  6. 6. 6 We are multi-channel CRM and Acquisition agency providing strategic, creative and analytical leadership for data-driven direct programs to maximize marketing ROI, ASAP. Our logo symbolizes the intersection of all of the services and solutions that we offer.
  7. 7. The Importance of a Customer Communications Strategy 7 - 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.
  8. 8. Getting Started – 8 Key Steps 8 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
  9. 9. 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 9
  10. 10. Keep a Daily Pulse on the Metrics Customer Communications Dashboard 10
  11. 11. 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. 11
  12. 12. Communication Audit: Evaluate contact strategy based on customer segment Questions to ask yourself: • What actions do you want each customer segment to take? • What channel is each segment likely to prefer? • What will define success for each type of communication? • Are improvements based on findings? 12
  13. 13. • 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) Step 3: Listen to Your Customers 13
  14. 14. Clearwire Example: 14 Satisfaction Survey Email
  15. 15. Step 4: Determine Customer Segmentation and Investment Strategy Use available customer data (transactional, revenue, tenure) to determine investment — both frequency of communication and richness of offer 15
  16. 16. Step 5: Plot Lifecycle Phases and Timing Activation On-boarding Engagement Adoption Growth NurtureRetention Renewal Loyalty Churn Mitigation Winback/ Reactivation Communications framework, data, investment & measurement strategies need to be specific by phase 16
  17. 17. Sample Activation Phase 17
  18. 18. Sample Nurture Phase 18
  19. 19. Sample Renewal Phase 19
  20. 20. Sample Reactivation Phase 20
  21. 21. 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 (i.e., 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 21
  22. 22. Example: Messaging Mapped by Segment Customer Segment Benefits message Product Features and Benefits 22
  23. 23. Examples of Effective Customer Communication “Branding” 23
  24. 24. 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 24
  25. 25. 25 SEPT ANALYTICSOPERATIONSCREATIVEDELIVERY OCT NOV DEC JAN FEB MAR APRIL PILOT LAUNCH DISCOVERY AND DEVELOPMENT TEST AND LEARN PLANNING/STRATEGY CRM Strategy and Planning Second Half Planning Mechanics / Value Prop Review  Brand Immersion  Process Review  Finalize Scope  Billing Setup Ongoing Status Meetings / Updates Client On-Boarding  Review Actuals vs. Projections  Process Review  Client Sat Review  Review Actuals vs. Projections  Process Review  Client Sat Review 3-Month Ops Checkpoint  Review Actuals vs. Projections  Process Review  Client Sat Survey 6-Month Ops Checkpoint Ops Checkpoint Revise Campaign Briefs (as Needed) Strategic Review of Campaign Results Campaign Briefs Exploratory Data Analysis Establish Reporting Standards Develop Models / Value Segmentation Test Design and Setup Targeting Strategy Quick Wins Analysis and Implementation Ongoing Analysis, Reporting and Testing Template Development Creative Execution and Optimization Tech Audit / Campaign Management Engine Ongoing Production Management Operational Review Partner Integration (Tech and Output) Example: Implementation Roadmap Comm Framework and Executional Confirmation
  26. 26. Step 8: Go to Market and Refine Strategic Ideation and Mapping Step 1 - Prepare Conduct historical review; identify key Business Objectives; conduct joint strategic ideation sessions for each Objective Step 2 – Map Map Objectives and corresponding Strategies Implementation Roadmap Step 4 - Schedule Prioritize and schedule implementation of each Tactical Program Strategy Brief Step 5 - Document & Approve Document and review details of each Test Program: goal, target, timing, quantities, offers, creative, market selection and channels Execution Step 6 - Implement Create, produce and deploy Results Analysis Step 7- Measure Measure performance, analyze results and make recommendations for optimization Step 3 - Develop Brainstorm and develop specific Tactics for each Strategy The structure ensures the plan is focused on achieving the goals, with enough flexibility to adapt to changing market conditions and shifts in strategic priorities 26
  27. 27. Case Studies 27
  28. 28. Case Study: DIRECTV Building a New Customer On-Boarding Strategy 28
  29. 29. Case Study: CLEAR Developing a Customer Communications Program 29
  30. 30. Discussion / Q&A 30
  31. 31. Thank You! If you would like us to email you a copy of the presentation, please leave your business card upfront David Azulay dazulay@kernagency.com 818-703-8775 @davidazulay

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