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MKT456_Ch7ppt.pptxChapter 7 Preview
Review IDIC Framework: Interact
Communication Becomes Interaction
Dialogue Requirements
Implicit and Explicit Bargains
Two-Way, Addressable Media
Integrating Interaction across the Enterprise
Touchpoint Mapping
Customer Dialogue
Complaining Customers, Hidden Assets
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Action
Analysis
…customers as unique addressable individuals
…by value, behavior and needs
…more cost -efficiently and effectively
…some aspect of the company’s behavior, offerings, or communications
Identify
Differentiate
Interact
Customize
Review: IDIC Framework
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Communication becomes Interaction
Traditional marketing communication: generate messages about your organization
Customer-strategy communication: interaction, or generating feedback from customers to create a collaborative feedback loop
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Dialogue Requirements
Parties at both ends have been clearly identified
All parties in the dialogue must be able to participate in it
All parties to a dialogue must want to participate in it
Dialogues can be controlled by anyone in the exchange
A dialogue with an individual customer will change an enterprise’s behavior toward that individual (and vice versa)
A dialogue should pick up where it last left off
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Implicit and Explicit Bargains
Implicit bargains
Expressed through nonaddressable (one-way) media
Example: early television commercials - “Watch our ad and see the show for free.”
Explicit bargains
Made possible through addressable (two-way) media
Example: website operators that offer free e-mail to individuals willing to view targeted advertisements
Dialogue and interaction are so valuable that enterprises offer free services or discounts to customers willing to participate
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Two-Way, Addressable Media
World Wide Web
Social media
Wireless technology
Voicemail
Texting
Fax
Digital video recorders
Interactive voice response
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Integration of Interaction across the Enterprise
Laterally coordinated across media types
Longitudinally coordinated over the individual customer’s relationship with the firm
Results in customer’s conversation with firm picking up exactly where it left off – no matter what channel was used last time
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Touchpoint Mapping
Dimensions of customer experience:
Physical – location based
Emotional – related to culture of customer-facing employees and their behaviors
Logical – information flow within enterprise; includes touchpoint mapping
Touchmap: a graphical depiction of the interactions a company has with each customer segment across each available channel – from the customer’s perspective (outside in)
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Uses of a Touchmap
Tracks technology implementation
Tracks employee induction and training
Tracks employee performance
Can help secure executive sponsorship
Identifies redundancies and other opportunities for efficiency
Reveals data gaps and silos
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Customer Dialogue
Most valuable dialogue information:
Customer needs
Potential value
Dialogue methods
Drip irrigation dialogue: learning incrementally about a customer through each interaction
Golden Questions: designed to reveal most important customer information while requiring least possible customer effort (focused on needs, not product)
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Earning Trust in Customer Dialogue
Use a flexible opt-in policy
Make an explicit bargain
Make your privacy policy clear and simple
Create a culture based on customer trust
Remember you’re responsible for your partners, too
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Complaining Customers, Hidden Assets
Complaints provide the following opportunities:
To fix the relationship
To expand scope of knowledge about the customer
To provide data points about the enterprise’s products and services
Studies show complaining customers may have highest potential value
The most loyal customers are the ones who take time to complain in the first place
Customers who have a problem resolved are more loyal than those who never had a problem
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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Complaining Customers, Hidden Assets
Seek out complaints, don’t avoid them
Complaint discovery:
Is there anything more we can do for you?
Is there anything we can do better?
Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers
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