7 Principles for Contact Mgt Unica MIS2011 Final
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Transcript of 7 Principles for Contact Mgt Unica MIS2011 Final
8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
http://slidepdf.com/reader/full/7-principles-for-contact-mgt-unica-mis2011-final 1/18
7
Principles of EffectiveContact Management Advanced approaches
especially for attendees of Unica MIS 2011
COVALENTMARKETING
Cristene Gonzalez-Wertz
Stanton Willins
8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
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Contact
Management
A well-governed set of principles thatdeliver an engaging, interactive dialogue
with each customer that exist across theorganization and supports both effectively
So how can something that sounds so simple,
be so bloody difficult?
8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
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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…
8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
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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.Don’t 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
It’s not simply the analyst’s responsibility to dig into the data.
It’s yours, too.
effectiveexecution
The Lie ofAverages
8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
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effectiveexecution
Start by playing around -
these are snapshots fromIBM’s Many Eyes Data Visualizer
8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
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ideal customerexperience
8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
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effectiveexecution
The best way to arrive at frequency is through rigorous
testing and analysis
TheLaws ofFrequency
1. Sporadic communication doesn’t give the customer an sense of a
shared relationship. Too strenuous a rule breaks the process.
2. Frequency based rules only prevent – they don’t 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.
8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
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8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
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True
Transparent
Straightforward
Fluid
Cascading
Inspiring
SharedSocial
Original
Trustworthy
Personal
CreativeRespectful
Interesting
Valuable
Altruistic
ideal customerexperience
8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
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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
ideal customerexperience
ti l
8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
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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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It’s not about using all of your data -
it’s about using more of the right data
Not AllData isEqual
informedinteractions
Value and Valuable
Engagement
Market-basket
Brand/category
Self service adoption
hi h l it
8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
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high-velocity organization
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 can’t 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
hi h l it
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Consideration Application Duration!"#$#%&'()*+'($% ,&-'$$%."#$#%#/'-.$% 0'-%."*$%+1#%2#-*')%
Campaign
Campaign Campaign
Campaign Campaign
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high-velocity organization
Primary optimization:
• Sales
• Revenue
• Profitability
• Cross-sell/Wallet Share
• Customer Experience
•Retention and Loyalty
• Advocacy
• Capacity/Resource Utilization
Place
customers intooperational
segmentsacross an
organization -via a centralized
view
Determine the
tests in which acustomer can
participate
Run “policy”
exclusions toremove
customers fromspecific
communications
Allocate the
customerpopulation based
on budgets,organization/BU
commitments and
hierarchies
Attach offers to
customers sizedbased on testing
matrix andsegment sizing
Provide offer
details andmechanisms to
channelmanagement
hi h l it
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The challenge with governing is trying to not
rewrite the constitution every time
Rules are
meant to
be Broken
• Recalls/Crises/Losses• Changes in terms
• Disaster recovery
• Relevant new product launches
• Desirable and responsive features•
Opening up new channels/application that areclosely aligned to the customer’s interests
• Sequenced communications
• Multi-channel coverage
high-velocity organization
hi h l it
8/6/2019 7 Principles for Contact Mgt Unica MIS2011 Final
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high-velocity organization
CriteriaCounts
You need to establish a set of rules that are can
be invoked as needed. But be cautious of
continuous change
Customer Preferences
Capacity
Rules
Ratings andRankings
InteractionRules
Optimization
Options
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BusinessRules
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! Y&$M(3)$&03-2(80).13/)2-'(%)0$-8(0)1+)3/(0()8*+9(0)3-)481-81D=()2*1%):-%&2()
hi h l it
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17
People Layer
Technology Layer
UnderstandThe customer’s
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 customer’s choice
and success acrossconversations
Discuss Harvest Apply
ExperimentReporting
Experiment Layer
high-velocity organization
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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