If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management
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The document discusses the importance of metrics in multi-channel customer communications (CCM), highlighting that average consumers now utilize multiple communication channels. It emphasizes the need for effective measurement of various channels and the relevance of different metrics for customer segments to evaluate campaign success. It concludes with a call for audience engagement regarding the metrics they have used in their campaigns.
![For More Information Slide © 2011 Xplor International Skip Henk Xplor International +1-813-929-8100 skip@xplor.org Stephen D. Poe, EDP Nautilus Solutions +1.214.532.0443 [email_address] Rob Williams Continuum Worldwide +1. 402-344-2679 [email_address] Roger Gimbel Gimbel & Associates +1. 646-472-1936 [email_address]](https://image.slidesharecdn.com/ccmmetricsslideshare-110612215157-phpapp02/85/If-You-Can-t-Measure-It-You-Can-t-Fix-It-Metrics-as-a-Component-of-Customer-Communications-Management-12-320.jpg)
If You Can't Measure It, You Can't Fix It: Metrics as a Component of Customer Communications Management
- 1. Insights 2011 – Las Vegas If You Can't Measure It, You Can't Fix It. Metrics as a Component of CCM 8 June 2011
- 2. Panelists Chair – Skip Henk, EDP President, Xplor International Rob Williams, CMDSM, EMCM Continuum Worldwide, Director, Regional Operations Stephen Poe, EDP, CSM, CSPO Nautilus Solutions, Principal Roger Gimbel Gimbel & Associates, President Slide © 2011 Xplor International
- 3. Stephen D. Poe Principal, Nautilus Solutions Slide © 2011 Stephen D. Poe
- 4. A Multi-Channel World Average consumer (developed country) Uses 7.2 channels Including Traditional direct mail physical address Email Business Personal Facebook Landline Mobile phone Text Voice Skype (or other VOIP) Twitter Source: InfoTrends, InfoStats Email Update, 12 January 2011 Slide © 2011 Stephen D. Poe
- 5. Multi-Channel Customer Communication Today Current marketing campaigns Use 2.7 channels (average) Not communicating well, consistently, or across all channels Source: InfoTrends, InfoStats Email Update, 12 January 2011 Slide © 2011 Stephen D. Poe
- 6. All Customer Communications Following the same multi-channel route Hardcopy, Web, email, mobile, IVR Customers require communications when they want it how they want it How do you monitor different communication channels? Which are more effective for which customer segments? Slide © 2011 Stephen D. Poe
- 7. New/Different Metrics Each new channel introduces new metrics; e.g., Smart phone click-through rate Mobile phone text response rate Survey response rate – hardcopy vs. Web vs mobile Facebook application sign-up rate Twitter re-tweets rate Which ones matter? How to not get lost in the weeds? Slide © 2011 Stephen D. Poe
- 8. Forrester Three-Level Metrics Source: Social Media Marketing Metrics That Matter, Forrester, 2011 Slide © 2011 Stephen D. Poe
- 9. Multi-Channel CCM Metrics Who are your target customers? What metrics are appropriate for them? Different metric case studies: New car insurance offering targeted to under-30 early adopters with an emphasis on mobile channels Explain multiple electric plan offerings to households with an emphasis on Facebook Financial cross-sell offering targeted to over 50 high wealth individuals mostly by mail Slide © 2011 Stephen D. Poe
- 10. Multi-channel CCM Metrics Ultimately, back to the same old questions: Did the campaign meet its goals? Was it profitable? What was its ROI? Has it increased Customer Lifetime Value? Has it reduced churn? Has it resulted in higher cross-sell? Or in a higher average number of products per customer? Slide © 2011 Stephen D. Poe
- 11. Audience Q&A Are you using metrics? What metrics have you used? Which worked? Which didn’t? Slide © 2011 Xplor International
- 12. For More Information Slide © 2011 Xplor International Skip Henk Xplor International +1-813-929-8100 skip@xplor.org Stephen D. Poe, EDP Nautilus Solutions +1.214.532.0443 [email_address] Rob Williams Continuum Worldwide +1. 402-344-2679 [email_address] Roger Gimbel Gimbel & Associates +1. 646-472-1936 [email_address]