Close the customer gap

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    08-Aug-2015

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<ol><li> 1. Close the customer gap Joke Dehond Copyright 2014 Scriptura Engage Customer Communications Management </li><li> 2. Customers expect a dialogue, not a monologue Copyright 2014 Scriptura Engage Past: &gt; Company was in the drivers seat &gt; Monologue: they had control about what, how and when to communicate Today &gt; Customers expect their interactions with a brand to be a dialogue &gt; They decide on the what, how and when they want to communicate </li><li> 3. Customers expect a dialogue, not a monologue Copyright 2014 Scriptura Engage New communication channels (social media, mobile) are fundamentally changing the relationship between companies and their customers. Most organizations are still working through their initial response to this radically different environment. Companies should not ignore this and involvement from top management is needed to ensure that this trend is incorporated in corporate strategy. </li><li> 4. Companies are left in a state of confusion Copyright 2014 Scriptura Engage Fundamental shift in the balance of power between companies - customers due to: &gt; Technological evolution (i.e. &gt; 100% coverage for mobile in Europe and US) &gt; Always-online and always-connected Companies are confused: &gt; Forced to hand over much of the control they once had over their brand image to the customer. &gt; The immediate nature of todays customer communications is outside marketings field of experience </li><li> 5. No consensus in organizations Copyright 2014 Scriptura Engage Companies have no consensus about how to handle these challenges: &gt; Should it be the responsibility of an individual or a team? It should be a cross departmental team that includes marketing, business and IT It is important that the whole company understands the need to address this customer communication landscape strategically to ensure an integrated approach </li><li> 6. Focus on one channel prevents a centralized approach Copyright 2014 Scriptura Engage In most companies there is an almost arbitrary focus on one channel: &gt; Social media happened to most companies and they had no choice but to follow how their customers choose to communicate to them and about them. &gt; Mobile is hot, so it is often organized as a separate team with a direct report to the board of directors &gt; Most customers indicate that email is the preferred communication channel, but companies lack a coherent strategy. </li><li> 7. How to prioritize between different channels? Copyright 2014 Scriptura Engage Focus on one channel is at the expense of other channels, which means that many companies do not develop a good strategy that addresses the wide use of a mix of channels. Listen to your customer (internal and external) to decide which channels to use and how to prioritize Set it up as a strategic platform Close the gap: make sure all applications can benefit from the same channels </li><li> 8. Invest in organizational structure Copyright 2014 Scriptura Engage Different people in the company used to deal with different phases of the customer experiencebefore they buy, when they buy, after they buy, when they are looking for a replacementand all the time communicating through different channels. There was no standard message coming out. Invest in a centralized organizational structure </li><li> 9. Conclusion Copyright 2014 Scriptura Engage Companies are still finding their way in this new customer communication landscape. Many of them are stuck in the past, when a company had a much greater control over its brand image. The importance of structural changes become even clearer with the rise of younger companies (digital natives) that have grown up with social media and mobile that compete with older firms. </li><li> 10. Want to know how we can help you closing the customer gap? Contact us: EU phone: +32 3 425 40 00 US phone: 011 32 3 425 40 00 www.scripturaengage.com Copyright 2014 Scriptura Engage </li></ol>