W E B C A S T S E R I E S CEM Communications that Drive Customer Loyalty October 23, 2013 2pm to 3pm EDT
Featured Speakers Sami Hero VP, Global Customer Experience and Management Pat Minder Services Marketing Manager Martha Brooke Program Director & Founder
CEMDNA Playbook Strategy Martha Brooke Program Director & Founder
CEMDNA Playbook Strategy
When stakeholders are engaged with CX and looking forward, you create a virtuous cycle.
Stakeholders benefit from different types of communications: Customer & Executive Engagement: Public Relations Campaigns Customer Satisfaction Annual Reports Voice of the Customer Videos Case Studies Social Media/Communities C-SAT Report Cards Front Line Engagement: Segmentation Reports Interaction Reports Director s Cut Audio for Opportunities Reports Fine-Tuning
Customer Engagement & Communications Strategies Sami Hero Global VP, Customer Experience & Engagement
Our mission @ Wolters Kluwer Health Focused on clinicians from learning to practice Professional & Education Medical Research Clinical Solutions Learning Learning Research Research Care Care Improve learning and build competency in education and practice Provide high quality, relevant medical content and precision search Increase quality and outcomes for practicing medical professionals Physicians Nurses Pharmacists Allied health 8
Customer Experience Initiatives Integrate Organization around Customers Continuous Net Promoter Score Integrate all Analytics Focus on Engagement Metrics 9
Communications Routes to Customer Many routes can lead to inconsistency in brand messaging Marketing Comms Product Comms. Service Comms. Customer Web sites Sales Social Media Account Based activities 10
Relevancy Drives Loyalty Relevant communications get read and reacted to Deliver convenience for the recipient: e.g. provide librarian something they can share Timeliness, don t surprise users with customer service messages Demonstrate understanding of recipient (internal, external) 11
Leverage Customer Feedback & Awards 12
Consistent Engagement with Metrics Transparency across organization Key metrics that stay consistent Understanding consequences Actionable intelligence 13
Leveraging Metrics in Operations Measuring customer engagement across channels Identifying behaviors Identify most desirable segments for sales 14
Lessons Learned Measuring internal impact is the hardest Defining audience personas and sub-personas is critical but also time consuming Evolving marketing communications & integrating customer service learning Defining expectations and installing continuous improvement behavior internally Bottom line: Anything worth doing is worth doing it well. This is one of those situations 15
Communications Strategies for Leveraging CEM Success Pat Minder Services Marketing Manager
Pitney Bowes Inc. Technology Products and Services Customer Engagement Solutions Business Insight Solutions Workflow Managed Solutions Mail Solutions Leading provider of customer communication technology 27,400 employees worldwide All employees carry at least one customer-centric performance goal 2 million customers in over 100 countries Expertise across all major industries Global CEM Strategy Relationship Surveys Product Surveys Transaction Surveys
CEM Stakeholder Strategy and Global Communication Programs Awareness and branding of our CEM program contributes to our core identity ( DNA ) We have a client-led culture supported by our global CEM programs A client-led culture means understanding that without our clients we have no business. We must put clients at the heart of everything we do. Internal Communication: Individual Corporate External Communication: Investors/Analysts Clients Prospects
Promote CEM to Boost Your Brand and Market Share Key Promotion Methods Goals Loyalty & Confidence Stakeholder Communications Web Presence Sales Marketing Collateral Market Perception Internal and External Communications Proof Points Customer Testimonials Case Studies Awards Customer Feedback Documented CEM Program Use these to your advantage, or seek them out
Sample Tactical Communication Methods Scorecard/Metrics Social Media Direct Mail Employees Press Release Video Product Packaging Brochures/Collateral Website Word of Mouth Mission Statement Ads $ Transactions And More! Don t be Silent; Communicate CEM Program and Results
Examples Video Brochures/Collateral Website Video Brochure w/ Award Logo Web page w/ Awards Link and Feedback Request
Silence AVOID Unsubstantiated Claims Missing Channels Poor Timing Cost Assumptions PITFALLS Don t be silent about CEM. Proof points are critical. Keep messages fresh, but also keep it real and current. Both external and internal stakeholder communications are required for success. Credibility is built with consistent, relevant communications. Customer churn and dissatisfaction are costly mistakes that can be avoided. Don t assume your brand is good; and don t ever underestimate the power of the client experience bad and good.
Summary Use CEM Communication Strategies to Build Customers for Life SM Make your CEM Story a key part of corporate branding Use Omega s CEMDNA Playbook Strategy SM Prove your dedication to Customer satisfaction and loyalty Empower, equip, and motivate employees to represent your company well Measure VOC and make it actionable Build credibility there s significant value in evaluation by an objective third party Communicate results with internal and external stakeholders
Thanks for Your Participation Sami Hero VP, Global Customer Experience & Management Tel. 646/674-6519 sami.hero@wolterskluwer.com Pat Minder Services Marketing Manager Tel. 203/796-6487 pat.minder@pb.com Martha Brooke Program Director & Founder Tel. 206/428-3091 ext. 1 marthab@interactionmetrics.com
Requests for Information Bill Bradley Director of CEM Marketing Omega Management Group Corp. Tel.: 978/715-2587 bbradley@omegascoreboard.com www.omegascoreboard.com Check for upcoming webcasts at www.omegascoreboard.com/webcast.php