Transcript
Page 1: If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management

Insights 2011 – Las VegasInsights 2011 – Las Vegas

If You Can't Measure It, You Can't Fix If You Can't Measure It, You Can't Fix It. It.

Metrics as a Component of CCMMetrics as a Component of CCM

8 June 20118 June 2011

Page 2: If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management

Insights 2011 – Las VegasInsights 2011 – Las Vegas

PanelistsPanelists

Chair – Skip Henk, EDPChair – Skip Henk, EDP President, Xplor InternationalPresident, Xplor International

Rob Williams, CMDSM, EMCMRob Williams, CMDSM, EMCM• Continuum Worldwide, Director, Regional Continuum Worldwide, Director, Regional

OperationsOperations Stephen Poe, EDP, CSM, CSPO Stephen Poe, EDP, CSM, CSPO

• Nautilus Solutions, Principal Nautilus Solutions, Principal Roger GimbelRoger Gimbel

• Gimbel & Associates, PresidentGimbel & Associates, President

Slide 2© 2011 Xplor International

Page 3: If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management

Stephen D. PoeStephen D. PoePrincipal, Nautilus SolutionsPrincipal, Nautilus Solutions

Slide 3© 2011 Stephen D. Poe

Page 4: If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management

Insights 2011 – Las VegasInsights 2011 – Las Vegas

A Multi-Channel WorldA Multi-Channel World

Average consumer (developed Average consumer (developed country)country)• Uses 7.2 channelsUses 7.2 channels

IncludingIncluding• Traditional direct mail physical Traditional direct mail physical

address address • EmailEmail

BusinessBusiness PersonalPersonal

• FacebookFacebook• LandlineLandline• Mobile phoneMobile phone

TextText VoiceVoice

• Skype (or other VOIP)Skype (or other VOIP)• TwitterTwitter

Source: InfoTrends, InfoStats Email Update, 12 January 2011

Slide 4© 2011 Stephen D. Poe

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Insights 2011 – Las VegasInsights 2011 – Las Vegas

Multi-Channel Customer Multi-Channel Customer Communication TodayCommunication Today

Current marketing Current marketing campaignscampaigns• Use 2.7 channels Use 2.7 channels

(average)(average) Not communicating Not communicating

well, consistently, or well, consistently, or across all channelsacross all channels

Source: InfoTrends, InfoStats Email Update, 12 January 2011

Slide 5© 2011 Stephen D. Poe

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Insights 2011 – Las VegasInsights 2011 – Las Vegas

All Customer All Customer CommunicationsCommunications

Following the same multi-channel routeFollowing the same multi-channel route• Hardcopy, Web, email, mobile, IVRHardcopy, Web, email, mobile, IVR

Customers require communications Customers require communications • when they want itwhen they want it• how they want ithow they want it

How do you monitor different communication How do you monitor different communication channels?channels?• Which are more effective for which customer Which are more effective for which customer

segments? segments?

Slide 6© 2011 Stephen D. Poe

Page 7: If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management

Insights 2011 – Las VegasInsights 2011 – Las Vegas

New/Different MetricsNew/Different Metrics Each new channel introduces new metrics; e.g.,Each new channel introduces new metrics; e.g.,

• Smart phone click-through rateSmart phone click-through rate• Mobile phone text response rateMobile phone text response rate• Survey response rate – hardcopy vs. Web vs mobileSurvey response rate – hardcopy vs. Web vs mobile• Facebook application sign-up rateFacebook application sign-up rate• Twitter re-tweets rateTwitter re-tweets rate

Which ones matter?Which ones matter?• How to not get lost in the weeds? How to not get lost in the weeds?

Slide 7© 2011 Stephen D. Poe

Page 8: If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management

Insights 2011 – Las VegasInsights 2011 – Las Vegas

Forrester Three-Level Forrester Three-Level MetricsMetrics

Source: Social Media Marketing Metrics That Matter, Forrester, 2011

Slide 8© 2011 Stephen D. Poe

Page 9: If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management

Insights 2011 – Las VegasInsights 2011 – Las Vegas

Multi-Channel CCM MetricsMulti-Channel CCM Metrics Who are your target customers?Who are your target customers?

• What metrics are appropriate for them?What metrics are appropriate for them? Different metric case studies:Different metric case studies:

• New car insurance offering targeted to under-30 New car insurance offering targeted to under-30 early adopters with an emphasis on mobile early adopters with an emphasis on mobile channelschannels

• Explain multiple electric plan offerings to Explain multiple electric plan offerings to households with an emphasis on Facebook households with an emphasis on Facebook

• Financial cross-sell offering targeted to over 50 Financial cross-sell offering targeted to over 50 high wealth individuals mostly by mail high wealth individuals mostly by mail

Slide 9© 2011 Stephen D. Poe

Page 10: If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management

Insights 2011 – Las VegasInsights 2011 – Las Vegas

Multi-channel CCM MetricsMulti-channel CCM Metrics

Ultimately, back to the same old questions:Ultimately, back to the same old questions:• Did the campaign meet its goals?Did the campaign meet its goals?

Was it profitable?Was it profitable? What was its ROI?What was its ROI?

• Has it increased Customer Lifetime Value?Has it increased Customer Lifetime Value?• Has it reduced churn?Has it reduced churn?• Has it resulted in higher cross-sell?Has it resulted in higher cross-sell?

Or in a higher average number of products per Or in a higher average number of products per customer?customer?

Slide 10© 2011 Stephen D. Poe

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Audience Q&AAudience Q&A

Are you using metrics?Are you using metrics? What metrics have you used?What metrics have you used?

• Which worked?Which worked?• Which didn’t?Which didn’t?

Slide 11© 2011 Xplor International

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For More InformationFor More Information

12Slide 12© 2011 Xplor International

Skip HenkXplor International

+1-813-929-8100 [email protected]

Stephen D. Poe, EDPNautilus Solutions

+1.214.532.0443

[email protected]

Rob WilliamsContinuum Worldwide

+1. 402-344-2679

[email protected]

Roger Gimbel

Gimbel & Associates+1. 646-472-1936

[email protected]


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