Intelligent Customer Engagement began from a simple premise: content is the best way to have meaningful engagements with your target audience but most content marketing lacks strategy. Why is that though? The answer is really quite simple: companies are creating lots of content in lots of different channels but failing to join that [...]
Building a business case to break down the communications silos within a business does not only require a clear understanding of the business benefits that will be achieved but a considerable amount of internal alignment of different functions. While both are obvious points, they also pose significant challenges. To a degree, it is [...]
When was the last time you thought about the way in which your business communicates with your customers? Not what you are saying or how you are saying it, or even the KPIs of your call-handling; such considerations are commonplace because they, fundamentally, involve looking at individual communications. Rather, the totality of the [...]
As you start to investigate where your customer contact/communications are causing problems with your customers you will quickly realise that what you need is a contact strategy. Your next question will be “What is a contact strategy?” if you have not come across this before. At a most basic level it should be [...]
In the article “Houston we have contact!” we talked about the first three steps to take in designing and implementing your contact strategy. Whilst these are all necessary steps, they are still “tactical”. What we mean by this is that these steps are required to stop you hemorrhaging, but at the same time [...]
Why do you need to do anything differently when it comes to the way you contact your customers? Because change is inevitable and your customers have already changed and in many ways. When things change and new information comes into existence, it is no longer possible to solve current problems with yesterday’s solutions. [...]
Better customer communications can be worth millions in annual revenues. This is because there is a strong correlation between the customers’ experience and loyalty [Forrester Report: Customer Experience Index]. So, companies that manage their communications with a strong contact strategy can create better experiences for their customers and tend to have more customers [...]
Picture yourself sitting in the senior management meeting where you are seeking buy-in to a contact strategy change management programme. You have spent several weeks developing the proposed approach and building the watertight business case to the point where you believe you have tacit approval from many people around the table for what [...]
Have you bought your competitors product? This might sound like madness, you probably do competitor analysis if not regularly at least once in a while to keep your positioning fresh, why would you need to go further than that? The answer to that question is that you need to experience their whole journey, [...]
Customer journeys. That age old process adopted by marketers to define the behaviour of their target audience when they are trying to persuade them to buy their product or service. Most commonly visualised as a marketing funnel, customer journeys aim to cover customer touchpoints across multiple channels and with different customer segments that [...]
