roost overview sep-16
TRANSCRIPT
Business Change & Transformation for Marketing, Sales & Service teams
Roost Consulting
Who we are, and how we might help
September 2016
About Roost was founded to help businesses become more customer centric. Over the last couple of years we’ve worked with some amazing people who provide specialist services that form the network.
Collectively we have worked with a broad range of brands and propositions and have experience across many audiences and business models. Our team have worked across new and established sectors and industries, creating value, and driving revenue for the businesses we work with.
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Skills: • Leadership, networking and interpersonal skills that motivate
teams and stakeholders • Efficient, pragmatic and data driven
• Able to see through the eyes of the consumer
• Able to quickly identify skill gaps within teams • Strong analytical and problem solving skills, highly numerate
and able to draw meaningful insights
• Able to translate business and marketing objectives into technical requirements and manage delivery
Core competencies: • Creating, building and developing multi-skilled, multi-channel
teams and individuals • Providing the technical capability to deliver business plans
• Developing freemium, micro-payment, ecommerce, subscription, and lead generation business models
• Agile methodology through KPI setting, review and validation
• Creating actionable customer feedback loops
• Financial planning (P&L management), analysis and reporting • Director level experience within a large senior management team
Experience Overview
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Customer Service
Sales
Marke2ng
Brand Management
Business Development
Product Management
Marke2ng Transforma2on
Business Change
Influence and Inspiration
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Books that changed our life
How could we Help?
5
Demand Generation We can help you find your target customers wherever they hangout, and can help them find you. We have a range of methods that work across all the channels that matter, both on and offline.
Customer Experience Set your company apart from your competition by delivering an amazing experience from start to finish. We work closely with product, marketing, sales and service teams to join the dots and make sure a great experience is consistently delivered.
Business Change Delivering a great customer experience at scale requires an open, transparent, collaborative and efficient working environment. We can help you embed new, sustainable ways of working that change behaviour and improve employee culture.
Customer Engagement Help set the context, and facilitate conversations across defined channels and touch points to raise awareness, educate, nurture, entertain, sell and service the people that matter.
Proposition Development Whether it’s a campaign, service design or product we can help define the proposition.
Using a range of methods we can help develop propositions with you and your customers, and help establish this discipline as a key capability within your teams.
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Underlying Framework 1. Establish and articulate vision, goals, objectives and timescales
2. Embed data driven development across all teams
3. Define roles and responsibilities, eliminate duplication
4. Develop and optimise proposition, price and promotion
5. Establish personas and voice of the customer
6. Structure customer evolution, improving customer management
7. Improve usability and customer journeys
8. Optimise acquisition marketing via portfolio
9. Optimise acquisition marketing via external sources
10. Planning, testing and on-going optimisation
Programme management
Change management
Product management
Customer management
Demand management
Con2nuous improvement
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Enabling Customer Centricity • Executives and leaders articulating a shared philosophy and vision
• Teams measuring achievement using and publishing known metrics
• Development focused around shared and understood priorities
• Incorporating customer feedback into business processes and proposition development
• Refining the operating model and aligning technology and business process to support and drive customer engagement
• Transform the culture, by better connecting staff with customers
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Increasing Agility & Effectiveness • Enabling a culture of Continuous Improvement
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Op#mising business processes
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Refining Operating Models
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Simplify Policies and processes to drive consistency for employees and customers
Clarify Organisational goals and structures, ensuring everyone is clear on their role and its contribution
Data Driven Understand which metrics drive action and use them to prioritise and focus development
Customer Insight Establish a customer insight programme to understand audience needs and catalysts of behaviour
Align & Empower Improve collaboration within and between teams, recognise, reward and invest in people
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• Harness the voice and collective understanding of employees
• Co-create operating model with staff and partners
• Deliver and amplify the basics brilliantly
Refining Operating Models
10
Enriching exis2ng or crea2ng new opera2onal capability
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CUSTOMER COMMUNICATIONS Mul2-‐Channel Customer
Communica2ons
SALES & CAMPAIGN
Product & Promo2on catalogue
PAYMENT / FULLFILLMENT Gateway Management & Revenue Recogni2on
CUSTOMER SERVICE Contact centre
management & case escala2on
INSIGHT Campaign performance
& VOC
OPTIMISATION Test & Learn
Front-‐end templates & usability
UX & DESIGN Usability and touch point
op2misa2on
CUSTOMER OPERATIONS
DEV OPS DevOps &
Infrastructure Mgmt
DATA Data architecture,
feed management & quality
TEST Quality and assurance
DEV SoOware
development
COMPLIANCE Security, PCI & Data
Protec2on
CONFIG SaaS
Administra2on
PLATFORM OPERATIONS
PRODUCT MANAGEMENT Jira & Agile Admin,
Project Management, & delivery
PLATFORM SUPPORT
Support, Training & Change management
Propositions & Business Models
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Single wallet deposit Subscription Partnerships
Lead generation Ecommerce Membership
11
Browser Intender Purchaser Member Advocate
Attract Engage Acquire Retain
A great framework to help define;
-‐ Contact and communication strategy
-‐ Data and segmentation strategy
-‐ Business model and pricing strategies
-‐ Customer service offer
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Structured Customer Evolution
PR
Radio/ TV
Word of mouth
Display Ads
Search
Reviews
Blogs
Magazines
Direct Mail
Voucher Codes
Cash-back
Comparison
FAQ / Knowledge
Reviews
Blogs
Social Networks
Word of Mouth
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Typical channels and content types that assist customer journeys Structured Customer Evolution
Multi-Channel Customer Management
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Core Marke2ng Cloud capabili2es from leading B2C vendors
Direct'offline'
Referral'
SEO'
PPC'
Facebook'
YouTube'
Pinterest'
Display/'
Retarge?ng'
Affiliates'
Partners'
Data'append'
Direct'online'
Email'
lnDApp'
On'site''
Social'
SMS'
LeGers'
Inserts'
Cover'wraps'
Telemarke?ng'
Mul?dimensional'segmenta?on'E.G'Behavioral,'RFM,'lifecycle','channel'
Campaign'Workflow'choreographed'campaign'execu?on'&'workflow'governance'
Event'triggering'E.G'abandon'cart,'form'comple?on,'inac?on''
RealD?me'decisioning'Next'best'offer/ac?on,'dynamic'content'
Predic?ve'analy?cs''Forecast'demand,'churn,'propensity'
Content'marke?ng'and'delivery'Manage'commission,'edit,'curate'and'publish'
Social'marke?ng'Listening'and'publishing'via'mul?ple'social'sites''
Ad'management'Automates'buying'and'placement'of'ad'units'
Email'Marke?ng'Content'and'message'delivery'
Offline'marke?ng'Direct'link'with'direct'marke?ng'suppliers'
Mobile'marke?ng'InDapp,'SMS'publishing'and'message'delivery'
Closed'loop'repor?ng'Single'view'of'campaign'and'customer'performance'
Contact'centre'integra?on'Integra?on'with'Service'Cloud'agents'
Your'Closed'Domains'and'3
rd'party'partners''
Proper?es'behind'logDin,'SelfDService,'offDdomain'partners'
Your'Open'Domains'
Editorial'product'&'blogs'
Connected Customer Platform
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customer single view to sell,
market & service for lifetime of customers
eCommerce Product catalogue, billing, fulfilment,
distributed eCommerce
Content Management
create, manage and publish content across
multiple-platforms
customer service
management of inbound and outbound customer
sales & support
marketing tools to deliver more
targeted, relevant communications, more
efficiently
Community & Membership
Access & entitlement, gated content
• Experience of integrating multiple tools to create a single marketing and customer management platform
• Built customer management capability within teams
• Alignment and adoption across regional and global teams
• Helped establish high-performing cross-functional teams
• To drive scale effectively
Documenting Knowledge
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Yes
CU
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CU
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SA
LES,
SE
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SU
PPO
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CU
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OPE
RAT
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AR
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DAT
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FIN
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S
BPM SCENARIO 1 - NEW PRODUCT LAUNCH April 14, 2016
Launch Espresso
BPM-CO0003 Create
Product in SMS
BPM-CO0004 Create
Standard Pricing
BPM-PPF002 Change Request
BPM-CO0002 Change Request
Yes
Create a new product?
Yes
BPM-PPFXXX NPD Process
No
BPM-CO0006 Create
Promotion & offers
Decision
BPM-M0007-14 Campaign Briefing
BPM-M00015-18 Campaign Execution
BPM-M00019-22 Campaign Evaluation
BPM-CO0016 Customer Comms Mapping
SMS Processes
Comms Processes
Marketing Processes
Key:
Create new comms?
BPM-CO0019 & 21Create new
Life-cycle & Service Comms
BPM-CO0023Comms
Fulfillment & Testing
OptimisationProcesses
BPM-CO0013 Create New
Landing Page
Create new Sales Journey?
Yes
BPM-CO0014 Create New
Sales Journey
No
Yes
BPM-PPF002 Change Request
Yes
Business Systems
Do we need development?
Yes
BPM-PPF033 Configure, Customize,
QA
Decision
Yes
BPM-PPF033 Configure, Customize,
QA
No No
BPM-CO0018/19 Contact
Strategy/Segmentation
Ready to Test?No
BPM-CO0015Campaign Fulfillment
Yes
BPM-PPF034 UAT
BPM-PPF035 Deploy
BPM-PPF034 UAT
BPM-PPF035 Deploy
Do we need development?
NoNo
Yes
Everything work ok?No
BPM-PPF008 Multi-Channel
Comms Fulfillment
BPM-PPF010 New Order Payment
Fulfillment
BPM-PPF013 Order
Processing Fulfillment
Yes
Everything work ok? Yes
No
Finance Consulted
BPM-PPF002 Change Request
Do we need development?
Decision
Yes
BPM-PPF033 Configure, Customize,
QA
BPM-PPF034 UAT
BPM-PPF035 Deploy
No
No
BPM-CO0029 Agent
Training & Liaison
BPM-CO0029 Monitoring,
Trouble Shooting & Compliance
Customer Service
BPM-CS0079-93 Order
Processing
QSS CS Processes
BPM-CF0042 Closing
Month-End
FinanceProcesses
Edit/Approve proposed comms
Data & BI Consulted
BPM-CO0034 Script
Management
Agents briefed with access to
Knowledge
BPM-CO0032Update
Knowledge Base and Publish
Knowledge Articles
Published in MMA
Edit/Approve Landing page
& sales journey Option
Customer journey, Business Processes & Data Mapping examples
• Interview, audit, document, define, validate business requirements & processes
• Produce business cases, PIDs, PDDs and manage P&Ls
• Creation of Knowledge bases and training materials
Bounce'Process'
ç'
C"Stat&
Customer&Journey&Map&–&Acquisi7on&
5&
Opportunity'to'improve/enhance:'• Summarise&points&of&delight&
• Summarise&opportuni7es&to&
improve&
Pain'points'and'service'barriers:'• What&is&broken&
• What&needs&fixing&
Organic'traffic'• Direct/Bookmarked&
• Search&
• Social&
• Other&referral&
Land&&
on"site&
Blocked&
ar7cle&page&
Reg"wall&
3x&
unblocked&
ar7cles&
Pay&Wall&
Blocked&
ar7cles&
Subscrip7on&
offers&shown&
Order&
complete&
Reg"wall&
Email&
address&
required&
Subscrip7on&
offers&&selected&
Payment&
taken&
Promo;on'traffic'• Search,&social,&email,&
affiliates,&Display&
• Retarge7ng&
• Direct&mail&
• Cover&wraps&
Promo7onal&
Landing&Page(s)&
• Ar7cle&suggests&
PLUS&
• Reasons&to&subscribe&
• 3&further&ar7cle&
suggests&
• 3&killer&reasons&to&
subscribe&
• Ar7cle&suggests&PLUS&
• Reasons&to&subscribe&
• Tes7monials&
• Show&me&the&
offers&
• Compare&
packages&
• Compare&
compe7tors&
• Thank&me&&
• Confirm&
transac7on&
• Explain&what&happens&next&
• Welcome&
screen&
within&My&
Account&
• Thank&you&• A&E&• Self&service&• Customer&
support&
• Ar7cle&suggests&PLUS&
• Reasons&to&subscribe&
• Tes7monials&
• Show&me&the&
offers&
&
• Thank&me&&
• Confirm&
transac7on&
• Explain&what&happens&next&
• Confirm&
delivery&of&
physical&
product&
• Is&everything&working&as&
you&
expected?&
• Check&I&got&what&I&
expected&
• How&sa7sfied?&
• Refer&a&friend&
• Member&get&
Member&
• Write&a&review&
• Delivery&status&
• How&sa7sfied&
where&you?&
• Rate&our&service&
• What&can&we&
improve&
Do&you&need&any&
help?&
&
Do&you&need&
any&help?&
Do&you&need&
any&help?&
Do&you&need&any&
help?&
&
• Do&you&need&any&help?&
• Are&you&aware&of&X,&
Y,&Z&
• Do&you&need&any&help?&
• Are&you&aware&of&X,&
Y,&Z&
• Do&you&need&any&help?&
• Are&you&aware&of&X,&
Y,&Z&
• Do&you&need&any&help?&
• Are&you&aware&of&X,&Y,&Z&
• Thank&me&&
• Confirm&
transac7on&
• Explain&what&happens&
next&
• Check&I&got&what&I&
expected&
• How&sa7sfied?&
• Refer&a&friend&
• Member&get&
Member&
• Write&a&review&
14
3
I&need&informa7on&
I&need&entertainment&
I&am&reading&the&
ar7cles&and&enjoying&
them&
Oh,&they&want&me&
to&pay&for&this&
experience.&&
Seems'reasonable'
Oh,&they&REALY&want&
me&to&pay&for&this&
experience.&&
Seems'reasonable'
Ok&so&how&much&is&it?.&&
Seems'reasonable'
This&feels&like&a&lot&
This&feels&like&a&li`le&&
Seems'reasonable'
I&have&a&method&of&paying&
that&is&acceptable!&&
Essen;al'
Fantas7c&I&can&access&
my&subscrip7on&&
Essen;al'
Its&actually&pre`y&good!&&
Thank'goodness'
I&am&proud&to&belong&to&the&
Economist&club&&
Valida;on'Business&process&
Communica7on&
strategy&by&channel&
Psychological&buying&
journey&
Segmenta7on&via&
Marke7ng&Automa7on&
Customer'persona:'• New&customers&
• Gie&recipients&
Experience'triggers:'• Student&
• Intellectually&interested&
• Intellectually&ac7ve&
Key:'
Welcome&
Reg&
Welcome&
Paid&
Sail&Thru&
Ez&Publish&
Ez&Publish&
Zuora&Ez&Publish&
Product'bundle:'• Print&
• Digital&
• Print&&&Digital&
Personal&
details&
added&
6
57
8
Goals:'• Register&
• Subscribe&
• Refer&
Thank&you&
for&
registering&
.&
.&
.&
.&
.&
Retarge7ng&
.&
.&
.&
.&
.& .&
.&
.&
.&
.&.&
.&
.&
.&
.&.&
.&
.&
.&
.& .&
.&
.&
.&
.&
Offline'traffic'• Telemedia&
• Post&
CSR&
Engagement&
2
Transac7onal& Service&
1&#&of&steps&
Customer&experience&
Journey&steps&
Consistent Customer Experience
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Woman’s Weekly Live !
Consumer events and workshops
Community & Membership
Charity Events & World Record attempts have seen tens of thousands of WW followers interact with the brand
Events & Courses
The UK’s best selling magazine for mature women – 638k readers every week
Book Series
Books & Magazines
eCommerce
Consistent Customer Experience
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eCommerce Comment, Debate & Community
Events Editorial
Jobs Insights
Meeting Business Objectives
• Top-level revenue growth ü Ecommerce and Events ü Membership and Subscription ü Advertising
• Collaborative working ü Editorial ü Publishing & Marketing ü Customer service
• Profit enhancing ü Offset declining circulation and advertising revenues ü Reduced operating costs
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• Building capability ü Introduction of single customer view ü Launch of subscription management platform ü New cross-functional customer management team
established
• Refining the operating model ü Standardised and rationalised business rules and
processes ü Formalised customer management strategy
• Cost reduction ü Net infrastructure savings
Business Change & Transformation for Marketing, Sales & Service teams
Roost Consulting
For more information please contact me… [email protected] 07773 390610 LinkedIn