Multi-Touchpoint Messaging

Multi-touchpoint MessagingModern Communications. Stop Waiting.

www.highroadsolution.com

Modern Communication Strategy• User-centric• Multi-channel• Multi-touchpoint

Living User-Centric DesignIt’s Not About You.


What’s Changed?

Imagination ExerciseYou Own a Restaurant. You

Pick the Food.

Dawn of Time to 1957

Customers Start Asking

Early 1980s

You Want to Be Innovative

Why Not? It’s YellowFun Fact:

Sugar in the Raw actually came to market in the early 1970s but without any marketing campaign, it stayed in the world of organics & people who prefer sugar granules that never actually melt & you can crunch with the dregs of your coffee or tea

Can We Agree…?

• The restaurant owner had to change over the years to:– Meet demand– Stay competitive– Be innovative– Provide choice– Understand niche markets

Can We Agree…?

• The restaurant owner became User-Centric?

Becoming User-Centric

• Really understanding segmentation:– Buyer Personas– Niche Groups to

Grow/Sunset/Nurture

• Processes that are created around the target segments

• Organizational discipline

Being Multi-ChannelUsing The Weather Channel

as a Case Study

Viewer Demographics of TWC

TWC Television

TWC Website

TWC Mobile App

TWC Radio

TWC Facebook

TWC Instagram on Facebook

Can We Agree:

• That these are all channels?– TV– Radio– Website– Mobile Apps– Social Media Sites (Fb, Li,

G+, Twitter…..)

Can We Agree:

• The Weather Channel is Multi-Channel?

Multi-Touchpoint Experience

Again. Again. Again.


Facts About Today’s User

• Low attention span• Low memory• High number of alternatives• High volumes of information• High reliance on peer

groups/influencers for decision-making• High levels of brand equity through referrals/WOM


Modern Method: Be There

Your brand

Your brand

Your brand

Your brand


Building Brand

• Not through one interaction, but through a variety of interactions across channels and time

• Consistent feel & quality of experience

• Aggregate to create an impression• Build reliance that you will be there

when needed

User’s Journey Map

User’s Journey Map

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Customer Journey Map

BUYING PROCESS

DISCOVERY/RESEARCH (30-60 Days)

EVALUATION/COMPARISON (30-90 Days)

DECISION/PURCHASE (14-30 Days)

IMPLEMENTATION (14-21 Days)

SUPPORT/RENEW (Lifetime Average: 3

Years)

TOUCH-POINTS &

EMOTIONAL RESPONSE

CUSTOMER THOUGHTS

OVERALL CUSTOMER

EXPERIENCE

CUSTOMER GOALS

Easily find information & resources online to help educate our organization on best practices.

Customer Expectations

Customer Experience Journey

Vendors have information online about their solutions, pricing and differentiation.

Can speak to customers in our industry about their experience.

Documentation is available and clear regarding install.

Online support community, FAQ; service-level-agreement.

Why isn’t there more info available online for solutions for our industry?

Do we have budget for this project? How long will this take to implement? Who are the key players in the market? What are our competitors doing about this?

What are our requirements? Do we need to do this now? Who should be on our short-list of potential vendors? What features and functions are available? How will this integrate with our existing infrastructure? What do industry analysts think of each vendor? How do I build the business case for this purchase?

Will this vendor be around in 5 years to support us? What is the expected ROI/TCO for this program? What does post-purchase support look like? Are there any options for payment terms? Will we be locked into a long-term contract? Are there any reference customers in our industry?

Why don’t you contact us before auto-renewing our account?

I have to wait on hold WAY too long to speak with a customer support rep.

Why do I have to pay extra for support? Can we get a discount for a 3-year deal?

How do we need to staff this program? What is timeframe to go-live? Where are the support documents? I thought the implementation would be

easier than this! Our business users better adopt this.

Pleased

Satisfied

Upset

1. Learn best practices for top companies2. Find information & resources that help educate

and prepare company for a new project

1. Build Business Case for formal project approval2. Determine requirements and short-list of vendors3. Create RFP and invite vendors to present solutions

1. Determine ROI/TCO for project2. Select a vendor to conduct pilot program3. Negotiate contract with favorable terms

1. Get timely resolution to support requests2. Minimize price increases at renewal

1. Get system up-and-running2. Integrate other applications3. Train users and drive adoption

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Pleased

Satisfied

Upset

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Recommendations

IDEAS TO IMPROVE

Provide industry ‘solutions’ and case studies on corporate website.

Create business case template for buyers to use Don’t assign to sales so quickly

Develop an RFP and buyer’s guide to facilitate buying process Simplify demo to reduce stress and anxiety License Analyst firm research study or vendor profile Reduce number or frequency of nurturing emails

Get SAS70 certification to remedy security concerns

Build ROI/TCO calculator to facilitate buy-in Consider monthly billing with no contract option

Audit customer support resolution times Develop a service-level-agreement that aligns to

our brand promise of efficient service.

Improve implementation guide and AP documentation I for custom integrations

Build “Quick-Start” consulting offering

Online Research – Pleased to Find Info (Google Searches, Analyst Firms, Blogs, Tech Reviews, etc.)

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Website Visit - Excited to Get Resources (Sign Up to Get Content - Video, Webinars, Whitepapers, Case Studies, etc.

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Call from Sales Representative - Annoyed Typically annoyed as not ready for sales call, ask to be called back in a few months.

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Live Chat with Us – Disappointed Initial questions answered promptly, but wish we would reveal pricing on live chat.

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Talk to Other People – Get Excited About Us (Find Facebook Fans, Twitter Followers, LinkedIn Connections, Quora Answers, etc.)

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Product Demo with Sales – Overwhelmed (Happy with product but get stressed out that they are not ready to start this initiative yet.

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Lead Nurturing Email Campaign – Upset Feel they get too many emails from us too soon and 20% unsubscribe from all emails from us.7

Speak to Analyst Firm – Reassured Re-engage with us happily once they have assurance from reputable firm.

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Get Buy-In from CFO – Stressed Don’t know how to predict ROI/TCO and we don’t help them much.

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Select Vendor – Relieved(After many demos and internal meetings, happy to select a vendor.

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Negotiate Contract – Conflicted Want to get best possible pricing but don’t want to sign a multi-year deal.11

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Kick-Off Call – Excited Enthused and ready to get project going.

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Phase 1 – PleasedWork with customer success team to get phase 1 launched.

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Integrations – Disillusioned Disappointed that integrations are more costly than anticipated.

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Support – Satisfied Getting help but want faster response time.

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Renewal – ContentUnhappy with price increase on renewal but happy with added features and value.

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Homework:

• Annual Meeting• Certification Processes• Volunteer

Leadership/Committees• Association Staff• Board• Publication• Donation

Connecting to Automation

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Automation Targets

• Repetitive, low-value tasks• Distribution of content to

channels• Tracking of content to

channels


Main Goal of Automation

• Re-allocate your time to creative thinking

• Expand your number of touchpoints to increase likelihood of having user experience your brand


Association Typical Example

• Email to announce event• Voicemail to introduce event & to look

through email for event notice• SMS text when call for speakers are due• Email/voicemail to inform attendees when

it’s time to download mobile app with tweet

• Email including video to debrief exhibitors


Take-Home Message:

• It’s about combining communications to reinforce one another and releasing them at appropriate times that aligns with the desired experience journey of your target user


Modern Communication StrategyUser-centric

Multi-channel

Multi-touchpoint

Engagement

November is Automation Month!

• 11/19: Automating Re-marketing of Content

• 11/25: Automating Social Marketing

• Register: HighRoad/Resources/HighRoadU

Multi-Touchpoint Messaging

Business

Transcript of Multi-Touchpoint Messaging