Multi-Touchpoint Messaging

Multi-touchpoint Messaging
Modern Communications. Stop Waiting.

Modern Communication
Strategy
• User-centric
• Multi-channel
• Multi-touchpoint

www.highroadsolution.com

Living User-Centric Design
It‟s Not About You.

What‟s Changed?


Imagination Exercise
You Own a Restaurant. You Pick the Food.

Why Not? It‟s Yellow
Fun Fact:
Sugar in the Raw
actually came to
market in the early
1970s but without
any marketing
campaign, it stayed
in the world of
organics & people
who prefer sugar
granules that never
actually melt & you
can crunch with the
dregs of your coffee
or tea

Can We Agree…?
• The restaurant owner had to
change over the years to:
– Meet demand
– Stay competitive
– Be innovative
– Provide choice
– Understand niche markets

Can We Agree…?
• The restaurant owner became
User-Centric?

Becoming User-Centric
• Really understanding
segmentation:
– Buyer Personas
– Niche Groups to
Grow/Sunset/Nurture

• Processes that are created
around the target segments
• Organizational discipline

Being Multi-Channel
Using The Weather Channel as a Case Study

Can We Agree:
• That these are all channels?
– TV
– Radio
– Website
– Mobile Apps
– Social Media Sites (Fb, Li, G+,
Twitter…..)

Can We Agree:
• The Weather Channel is MultiChannel?

Multi-Touchpoint Experience
Again. Again. Again.

Facts About Today‟s User
•
•
•
•
•

Low attention span
Low memory
High number of alternatives
High volumes of information
High reliance on peer groups/influencers
for decision-making
• High levels of brand equity through
referrals/WOM

Modern Method: Be There
Your
brand
Your
brand

Your
brand

Your
brand

Building Brand
• Not through one interaction, but through a
variety of interactions across channels
and time
• Consistent feel & quality of experience
• Aggregate to create an impression
• Build reliance that you will be there when
needed


User‟s Journey Map
3

6
4
5

2

1

Customer Journey Map
Customer Expectations

Easily find information & resources online to help
educate our organization on best practices.

Vendors have information online about
their solutions, pricing and differentiation.

Can speak to customers in our
industry about their experience.

Documentation is available
and clear regarding install.

Online support community,
FAQ; service-level-agreement.

Customer Experience Journey

BUYING
PROCESS

CUSTOMER
GOALS

DISCOVERY/RESEARCH

EVALUATION/COMPARISON
(30-90 Days)

(14-30 Days)

1. Learn best practices for top companies
2. Find information & resources that help educate
and prepare company for a new project

1

TOUCHPOINTS &
EMOTIONAL
RESPONSE

2

3

4

CUSTOMER
THOUGHTS

IMPLEMENTATIO
N (14-21 Days)

DECISION/PURCHASE

(30-60 Days)

1. Build Business Case for formal project approval
2. Determine requirements and short-list of vendors
3. Create RFP and invite vendors to present solutions

Online Research – Pleased to Find Info
(Google Searches, Analyst Firms, Blogs,
Tech Reviews, etc.)

5

Website Visit - Excited to Get Resources
(Sign Up to Get Content - Video, Webinars,
Whitepapers, Case Studies, etc.

6

Call from Sales Representative - Annoyed
Typically annoyed as not ready for sales call,
ask to be called back in a few months.

7

Live Chat with Us – Disappointed
Initial questions answered promptly, but
wish we would reveal pricing on live chat.

 Why isn‟t there more info available online for
solutions for our industry?
 Do we have budget for this project?
 How long will this take to implement?
 Who are the key players in the market?
 What are our competitors doing about this?

8








1. Determine ROI/TCO for project
2. Select a vendor to conduct pilot program
3. Negotiate contract with favorable terms

Talk to Other People – Get Excited About Us
(Find Facebook Fans, Twitter Followers,
LinkedIn Connections, Quora Answers, etc.)

9

Product Demo with Sales – Overwhelmed
(Happy with product but get stressed out that
they are not ready to start this initiative yet.

1
0

Lead Nurturing Email Campaign – Upset
Feel they get too many emails from us too soon
and 20% unsubscribe from all emails from us.

1
1

1. Get system up-and-running
2. Integrate other applications
3. Train users and drive adoption

Get Buy-In from CFO – Stressed
Don‟t know how to predict ROI/TCO
and we don‟t help them much.

1
2

Select Vendor – Relieved
(After many demos and internal meetings,
happy to select a vendor.

1
3

Negotiate Contract – Conflicted
Want to get best possible pricing but
don‟t want to sign a multi-year deal.

1
4

SUPPORT/RENEW
(Lifetime Average: 3 Years)

1. Get timely resolution to support requests
2. Minimize price increases at renewal

Kick-Off Call – Excited
Enthused and ready to
get project going.

1
5

Phase 1 – Pleased
Work with customer success
team to get phase 1 launched.

1
6

Support – Satisfied
Getting help but want
faster response time.

Renewal – Content
Unhappy with price
increase on renewal but
happy with added
features and value.

Integrations – Disillusioned
Disappointed that integrations are
more costly than anticipated.

Speak to Analyst Firm – Reassured
Re-engage with us happily once they have
assurance from reputable firm.

What are our requirements? Do we need to do this now?
Who should be on our short-list of potential vendors?
What features and functions are available?
How will this integrate with our existing infrastructure?
What do industry analysts think of each vendor?
How do I build the business case for this purchase?








Will this vendor be around in 5 years to support us?
What is the expected ROI/TCO for this program?
What does post-purchase support look like?
Are there any options for payment terms?
Will we be locked into a long-term contract?
Are there any reference customers in our industry?






How do we need to staff this program?
What is timeframe to go-live?
Where are the support documents?
I thought the implementation would be
easier than this!
 Our business users better adopt this.

 Why don‟t you contact us before auto-renewing
our account?
 I have to wait on hold WAY too long to speak
with a customer support rep.
 Why do I have to pay extra for support?
 Can we get a discount for a 3-year deal?

Pleased

Pleased
2

OVERALL
CUSTOMER
EXPERIENCE

1
2

5

Satisfied

8
1

1
0

1
3
1
4

6

Upset

4

7

3

9

1
1

1
5

1
6

Satisfied
Upset

Recommendations

IDEAS TO
IMPROVE

 Provide industry „solutions‟ and case studies on
corporate website.
 Create business case template for buyers to use
 Don‟t assign to sales so quickly






Develop an RFP and buyer‟s guide to facilitate buying process
Simplify demo to reduce stress and anxiety
License Analyst firm research study or vendor profile
Reduce number or frequency of nurturing emails

 Get SAS70 certification to remedy security concerns
 Build ROI/TCO calculator to facilitate buy-in
 Consider monthly billing with no contract option

 Improve implementation guide and AP
documentation I for custom integrations
 Build “Quick-Start” consulting offering

 Audit customer support resolution times
 Develop a service-level-agreement that aligns to
our brand promise of efficient service.

Homework:
• Annual Meeting
• Certification Processes
• Volunteer
Leadership/Committees
• Association Staff
• Board
• Publication
• Donation

Connecting to Automation
3

6
4
5

2

1

Automation Targets
• Repetitive, low-value tasks
• Distribution of content to
channels
• Tracking of content to
channels


Main Goal of Automation
• Re-allocate your time to
creative thinking
• Expand your number of
touchpoints to increase
likelihood of having user
experience your brand


Association Typical Example
• Email to announce event
• Voicemail to introduce event & to look
through email for event notice
• SMS text when call for speakers are due
• Email/voicemail to inform attendees when
it‟s time to download mobile app with tweet
• Email including video to debrief
exhibitors

Take-Home Message:
• It‟s about combining communications to
reinforce one another and releasing them
at appropriate times that aligns with the
desired experience journey of your target
user


Modern Communication
Strategy
User-centric
Multi-channel
Multi-touchpoint

Engagement

November is Automation Month!
•
•

11/19: Automating Re-marketing of Content
11/25: Automating Social Marketing

•

Register: HighRoad/Resources/HighRoadU

Multi-Touchpoint Messaging

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