if you can't measure it, you can't fix it: metrics as a component of customer...
DESCRIPTION
In today’s multi-channel customer communication management environment defining, collecting, analyzing, and acting on metrics is critical. How do you approach creating and utilizing metrics in your multi-channel CCM campaigns?TRANSCRIPT
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
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
Stephen D. PoeStephen D. PoePrincipal, Nautilus SolutionsPrincipal, Nautilus Solutions
Slide 3© 2011 Stephen D. Poe
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
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
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
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
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
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
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
Insights 2011 – Las VegasInsights 2011 – Las Vegas
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
Insights 2011 – Las VegasInsights 2011 – Las Vegas
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
Rob WilliamsContinuum Worldwide
+1. 402-344-2679
Roger Gimbel
Gimbel & Associates+1. 646-472-1936