7 Principles of Contact Mgt Unica MIS 2011 Final

8/12/2019 7 Principles of Contact Mgt Unica MIS 2011 Final

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7

Principles of EffectiveContact ManagementAdvanced approaches

especially for attendees of Unica MIS 2011

COVALENTMARKETING

Cristene Gonzalez-Wertz

Stanton Willins


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ContactManagement

Awell-governedset of principles thatdeliver an engaging, interactive dialogue

with each customerthat exist across theorganizationand supports both effectively

So how can something that sounds so simple,

be so bloody difficult?


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Every one of your marketers wants a slice of the

customer pie effective Contact Management

means not everyone should have one

Because most companies treat

Contact Management like


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1.The bell curve is not your friend it obscures the detail you need tohave to be effective. 1 in 10 may not be 10%.

2.Dig into the tails understand what the drivers of performance are atboth ends

3.Dont just report on test plan performance dimensionalize the

customers responding to each offer/segment/channel in the test plan

4.Slice and dice your data use a data visualization tool to allow you tosee performance and drill down easily

Its not simply the analysts responsibility to dig into the data.

Its yours, too.

effectiveexecution

The Lie ofAverages


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effectiveexecution

Start by playing around -

these are snapshots fromIBMs Many Eyes Data Visualizer


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idealcustomerexperience


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effectiveexecution

The best way to arrive at frequency is through rigorous

testing and analysis

TheLaws ofFrequency

1. Sporadic communication doesnt give the customer an sense of a

shared relationship. Too strenuous a rule breaks the process.

2. Frequency based rules only prevent they dont encourage.

3. A customer in the buying cycle may want a different experience than

someone involved in a maintenance cycle. Find traceable events.

4. Remove the on-boarding period from on-going frequency rules itshould be treated in a designed set of customer-specific streams.


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True

Transparent

Straightforward

Fluid

Cascading

Inspiring

SharedSocial

Original

Trustworthy

Personal

CreativeRespectful

Interesting

Valuable

Altruistic



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1. Consistency is the friend and the enemy in customer experience2. You have to map the strategy specifically and granularly

Products Customer Information Customer Preferences

Customer Lifecycle3. The key is in how the customer values you, not how you value the customer

Prioritize break fixes and value moments Focus intently the high value moments for each customer cohort

The ability to tie to specific types of customer triggers,

events and experiences must be included in your strategy

heGeneralization

Problem


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Align internal andexternal data

Determine *customer*tone and manner

Trend and opportunity

analysis

Determine value Determine collaboration

potential (public/private) Determine response

voice and expertise

Participate

Understand

Serve

Determine weak signals Assess strategic import Focal product categories Determine core markets

Identify influencers

Measure value of inputand interactions

Share internally - develop

organizational knowledge

- Multiple players, in multiple positions. Deep/wide/ shallow/narrow. Dialogues and stories. Development

Determine sources/locales

Assess community rules Assess content relevance

Monitor

- Few observers/ broad but shallow scope. Pockets of knowledge, threads, jigsaw pieces. Discovery

Align to organizationalexperts

Determine match/fit Determine message

points

- Few players, laser focus. Lots of little pieces - transactional. Public to private model. Manage knowledge Delivery

Localized learnings, butaggregated and published- shared when interesting(for discovery ordelivery)

Hobbyists and Loyalists

Community and MediaManagers - best personfor the content and themedia

Beach-heads, outposts

and throngs

Detect sensing model -keywords, triggers

Determine contextsensitivity

Determine outlets/sources

Correlate: commonsources of frustration

Channel concerns Missing web content

Public to private forum Use service organization Develop specialized skills

and integration formultichannel

Share internally - serviceis just the catcher

Update channel andmessage approaches

Actively try to reduce

triaged service

conversationalmarketing

i f d


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Its not about using all of your data -

its about using more of the right data

Not AllData isEqual

informedinteractions

Value and Valuable

Engagement

Market-basket

Brand/category

Self service adoption

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high-velocityorganization

1. There can only be one king - the overriding principle that drivesoptimization. Sure, you can model your way into more than one, but still...

2. The debate must be resolved across the participants or anarchy will rule.

3. It requires governance and policing. The first is policy. The second iswhere it gets teeth. You need to determine if you want to solve the problemor make everyone feel good. You cant do both.

4. Business rules are not mathematical optimizations. Unica Optimize enablesmultiple criteria considerations that traditional rules engines cannot

Optimization

Rules

You need to focus on three key dimensions:

consideration, application and duration

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Consideration Application Duration!"#$# &'()*+'($ ,&-'$$ ."#$# #/'-.$ 0'- ."*$ +1# 2#-*')

Campaign

Campaign Campaign

Campaign Campaign

!"#$#

*()*3*)456$

!"5.

74)8#.

!"*$

&"5((#6

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Primary optimization:

Sales Revenue Profitability Cross-sell/Wallet Share Customer Experience

Retention and Loyalty

Advocacy Capacity/Resource Utilization

Place

customers intooperational

segmentsacross an

organization -via a centralized

view

Determine the

tests in which acustomer can

participate

Run policy

exclusions toremove

customers fromspecific

communications

Allocate the

customerpopulation based

on budgets,organization/BU

commitments and

hierarchies

Attach offers to

customers sizedbased on testing

matrix andsegment sizing

Provide offer

details andmechanisms to

channelmanagement

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The challenge with governing is trying to not

rewrite the constitution every time

Rules are

meant to

be Broken

Recalls/Crises/Losses Changes in terms

Disaster recovery

Relevant new product launches

Desirable and responsive features Opening up new channels/application that areclosely aligned to the customers interests

Sequenced communications

Multi-channel coverage


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CriteriaCounts

You need to establish a set of rules that are can

be invoked as needed. But be cautious of

continuous change

CustomerPreferences

Capacity

Rules

Ratings andRankings

InteractionRules

Optimization

Options

! "#$%&'( *+,-+( ./- /*0 /*' * $%*12 1+ 3/( 4*03 56 '*,0! "#$%&'( 3/( 7-&3/(8+ 8(91-+ ./- .1%% /*:( * 0(4*8*3( (;-83

!"#$%&'(

! -8 3/( ?3/@&*83(8! A-$&0 -+ (;-830 3/*3 '81:( 3/( 98(*3(03 $&03-2(8 %-,*%3,

! B0( 3/( $&03-2(8C0 48(>(88(' $/*++(% -> $-22&+1$*D-+! E81-81D=( $-+3(+3 1+ ./1$/ 3/( $&03-2(8 10 2-8( 1+3(8(03('F 8(G($3 4812*8, 48-'&$30 H803

! I1213 *%%-.*J%( $-+3*$30 3- K (:(8, L .((M0! N- +-3 (#$((' 3/( (;-83C0 2*8M(D+9 J&'9(3 -> OKPQR666

BusinessRules

! N- +-3 2*1% *+ -;(8 >-8 48-'&$3 %1+( .13/1+ 56 '*,0 -> * $-24(D+9 48-'&$3 %1+( -;(8! S> 4-%1$, 481$( 10 &+'(8 # -8 -:(8 ,R (#$%&'( >8-2 04($1H$ (;-830! T+$( # +&2J(8 -> 8(04-+0(0 /*:( J((+ '(3($3('R 8(*%19+ *''1D-+*% 4*8D$14*+30 3- *+-3/(8 $*24*19+

! U*0$*'( 4*8D$14*+30 3- $*24*19+0 1+ 3/10 -8'(8VW'(4(+'(+$, 1+ T4D21=( +-3 1+ $*24*19+0X! Y&$M(3 $&03-2(80 .13/ 2-'(% 0$-8(0 1+ 3/(0( 8*+9(0 3- 481-81D=( 2*1% :-%&2(

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17

People Layer

Technology Layer

UnderstandThe customers

needs and wants

Detect Listen Learn

Process Layer

ExperimentDefinition

Explore

potentialsolutions

Evaluate Attach

ExperimentDesign

Develop

the rightinteractions

Offer Align

ExperimentExecution

Deliverthrough all

channelsconsistently

EngageCommunicateMonitor

ExperimentPerformance

Affirmthe customers choice

and success acrossconversations

Discuss Harvest Apply

ExperimentReporting

Experiment Layer


Social Media

External data

Owned data

Insights

Projection &Prediction

Products & Programs

Policies/Constraints

Micro-segments

Pricing

Rewards

Incentives

Channels

Interactions

Training

Queueing

Measurement

Social Media

Owned Channels

Other media

Findings


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7 Principles of Contact Mgt Unica MIS 2011 Final

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