Customer Communications Silos

Overcoming customer communications silos to enable a single customer experience

Communications Overload

Function explosion = silo explosion

Data & Systems explosion = silo explosionMarketing &

PRDigital Campaigns Inbound

Customer Comms

Other Other

CRM

SQL

CRM

Enriched Agency Database

DialogueOnline

Platform

Broadcast - ATL

• DRTV• Radio• National

Press

• Door Drops

• DM• Email

• Targeted email

• Operational email

• Operational SMS

• Outbound calls

• Cross Sell

• Up Sell• Bill Inserts• Letters• Email

• Targeted Bill Inserts

• Targeted Contact

• Operational Comms

• Targeted Contact

• Operational Comms

Calls, DM = 00m’sOperational:Email = 00m’s SMS = 00m’s

Bills = 00m’sLetters = 00m’sEmails = 00m’s

Services Calls = 00m’s

• Customer feedback surveys

External

Services Calls = 00m’s

Services Calls = 00m’s

What is going on…

ENGAGEMENT1

INTEGRATION2

FORECASTING3

Many brands communicate with their customers based on their internal structures and goals

This is alienating customers

Brands are looking for a common framework for the whole organisation to look to in order to have a joined up and customer centric offering to increase profits

Brands exist to create and retain customers, which requires engagement

Many brands engage prospects but then don’t know how to take them on a structured journey to become customers

An effective audience centric strategy will ensure every communication will have a purpose and demonstrate value

For too long marketing has often been unaccountable for business performance

As a result Marketing has lacked credibility at the senior business level

Being able to accurately model customer communications towards a business goal will enable accurate forecasting that can be reported to the city

What is the potential ROI?

More than £1.5 trillion is spent on marketing and communicationsworldwide.

Customers have stated that a single negative experience with a brand can alter the decision to do business with a company.

Significant incentives for global marketers to take a hard look at all facets of customer experience in order to optimise acquisition, retention, satisfaction, and revenue generation.

47% of business executives say that customer experience will play a very important role over the next three years.

73% of CMOs cite a lack of clear experience strategy as a key challenge.

Maturity in Cx and the link to your KPIs: Building your business case…

Take the test yourself:http://timihub.com/services/marketing-maturity-login/

Six steps: Two elements to address

2 3

4

Audit Existing Comms

1

56

“Do No Harm”Contact Strategy

Map CustomerJourneys

DesignContent Strategy

ReviewCRM & Contact History

CustomerInsights

CONTACTSTRATEGY

CONTENTSTRATEGY

“Do No Harm”

ReviewCRM & Contact History

Contact History - data is thetool that you need to audit

your communications and to set up your contact strategy.

Make sure that you are capturing the contact history

and that everyone who needs to use it can.

“Do no harm” – once you have the complete picture of your communications, start

your contact strategy by removing the duplications and the obvious clashes.

Steps 1, 2 & 3: Contact Strategy

2 3Audit

Existing Comms

1

Review your existing communications; look at

both what is being sent and who is sending it. You may

find that you have organisation silos that need to be addressed as part of

your implementation.

Audit – What is the situation? What data do we have? Design Contact Rules

Step 4: Customer InsightsPERSONAS &

INSIGHT

POINT OF MUTUALITY

CATALYST

RED THREAD

Step 5: Map Customer Journeys

Marketing & PR

Digital

Inbound

Customer Comms

Product

Support

Campaigns

Customer Centric Comms

Delivered by a structured journey

Intelligent Customer Engagement (ICE)

1 2 3

Act 1:Nurture

Act 2:Purchase

Act 3:Experience Goal

Customer

Hero’s Journey

Act

1:

Ord

inar

y W

orl

d

Act

1:

Enga

ge

Act

1:

Res

ista

nce

Act

1:

Pro

of

Act

1:

Thre

sho

ld

Act

2:

Co

nsi

der

Act

2:

Co

mp

are

Act

2:

Bu

y

Act

3:

Rec

eive

Act

3:

Exp

erie

nce

Act

3:

Ack

no

wle

dge

Act

3:

Ad

voca

te

Engage Resistance ProofOrdinary

World

Threshold Consider Compare Buy Experience Acknowledge Advocate

Act 1 Act 3Act 2

Receive

We suggest that you map the buying journey and not the sales journey and the Hero’s Journey provides the perfect structure that the editorial teams will be comfortable with.

It is audience-centric, provides a structured journey and has clear thresholds to take your audience towards your goals. It also spans all your communications silos so that all areas can be on the same page as to what communications should be sent.

Taking your audience on a journey

Act 1 Act 3Act 2

Where are they today?

How can you excite them to

change?

What will be their natural reaction?

How can you prepare them to buy?

What will they need to see?

What are the options?

What do you need them to buy?

How do you reinforce that they made the right decision?

How can you create advocacy?

Engage Resistance ProofOrdinary

World

Threshold Consider Compare Buy Experience Acknowledge AdvocateReceive

Goal

Retention & upsell

Audience

nurtured

Customer Insight directly inputs into creating engagement maps PERSONAS &

INSIGHT

POINT OF MUTUALITY

CATALYST

RED THREAD

ENGAGEMENTMAP

COMMERCIAL GOAL

Step 6: Engagement Maps define

ENGAGEMENTMAP

Content Brief: Content Production Process managed across communications silos

CONTENT BRIEFS &COMMS

PLAN

If you have this….

For more information and

help go to: www.timihub.com

You can’t do this….

Contact Info

aly.richards@timihub.com @cxgeniusscott.mclean@timihub.com @ScottNLMcLean

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