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Customer Engagement Playbook

Our Customer Engagement Plan Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help improve how customers engage with your company and to enable your organization with a customer-centric approach to drive revenue.

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Customer Engagement Playbook

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  1. Customer Engagement Playbook Follow this step-by-step guide to improve how customers engage with your company and to enable your organization with a customer-centric approach to drive revenue. CUSTOMER ENGAGEMENT PLAN Playbook & Toolkit

  2. Table of Contents CUSTOMER ENGAGEMENT PLAN Introduction 06 Conclusion 27 About This Playbook 28 Initiative Preparation 08 11Journey Mapping 14Strategy Planning 18Technology Selection 21Engagement & Advocacy 25Measurement STAGE STAGE STAGE STAGE STAGE STAGE 1 2 3 4 5 6 Framework 03 Maturity Model 04 Table of Contents CUSTOMER ENGAGEMENT PLAN Introduction 06 Conclusion 27 About This Playbook 28 Initiative Preparation 08 11Journey Mapping 14Strategy Planning 18Technology Selection 21Engagement & Advocacy 25Measurement STAGE STAGE STAGE STAGE STAGE STAGE 1 2 3 4 5 6 Framework 03 Maturity Model 04

  3. Strategy WorkbookBestPracticesReport Online Community Adoption Guide Online Communities Technology Overview Roles Matrix CRM Program Maturity Assessment CRM Program Plan LeveragingPublic CommunitiesWorkshop Buying Process Stage Content Mapping Customer Advocate Database Customer Satisfaction Survey Post Project Evaluation Online Communities Benchmark Report Journey Maps Guide: Sales Playbooks Journey Maps Guide: Content Strategy Social CRM Best Practices Guide Content Marketing Plan Maturity Model Online Community Readiness Assessment Customer Engagement Maturity Assessment Customer Lifetime Value Calculator Metrics Dashboard Customer Lifetime Value How-to Guide OnlineCommunityPlan Customer Engagement Map ProjectPlan BusinessCase Benchmark Report Engaging Users with Gamification Guide Advocacy & Loyalty Technology Overview Gamification Technology Overview Customer Journey Mapping Research Journey Maps Guide: Campaign Conversion ProgramBudget Content & Buyer’s Journey Report Buyer Personas Customer Satisfaction Index Calculator Importance of Social CRM How-to Guide Leverage the framework below to quickly empower your organization’s customer engagement strategy. CUSTOMER ENGAGEMENT Framework MEASURE6 Click the buttons below to access all related training, tools, templates, and other resources. Vendor RFPs Vendor Matrices Vendor Evaluations TECHNOLOGY4 ADVOCATE51 PREPARE JOURNEY2 STRATEGY3 Strategy WorkbookBestPracticesReport Online Community Adoption Guide Online Communities Technology Overview Roles Matrix CRM Program Maturity Assessment CRM Program Plan LeveragingPublic CommunitiesWorkshop Buying Process Stage Content Mapping Customer Advocate Database Customer Satisfaction Survey Post Project Evaluation Online Communities Benchmark Report Journey Maps Guide: Sales Playbooks Journey Maps Guide: Content Strategy Social CRM Best Practices Guide Content Marketing Plan Maturity Model Online Community Readiness Assessment Customer Engagement Maturity Assessment Customer Lifetime Value Calculator Metrics Dashboard Customer Lifetime Value How-to Guide OnlineCommunityPlan Customer Engagement Map ProjectPlan BusinessCase Benchmark Report Engaging Users with Gamification Guide Advocacy & Loyalty Technology Overview Gamification Technology Overview Customer Journey Mapping Research Journey Maps Guide: Campaign Conversion ProgramBudget Content & Buyer’s Journey Report Buyer Personas Customer Satisfaction Index Calculator Importance of Social CRM How-to Guide Leverage the framework below to quickly empower your organization’s customer engagement strategy. CUSTOMER ENGAGEMENT Framework MEASURE6 Click the buttons below to access all related training, tools, templates, and other resources. Vendor RFPs Vendor Matrices Vendor Evaluations TECHNOLOGY4 ADVOCATE51 PREPARE JOURNEY2 STRATEGY3

  4. CUSTOMER ENGAGEMENT Maturity Model Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class No defined strategy or process for Customer Engagement Strategy is uncoordinated; Aware of need to create a customer journey experience; Projects are developed and delivered ad hoc Defined strategy and processes exist for Customer Engagement across an Enter- prise; Touch points are coordinated across functions to meet customer expectations Defined, integrated strategy for Customer Engagement exists across an Enterprise; Coordinated effort between Marketing, Sales and Customer Care to provide closed loop engagement Leadership Sees Customer Engagement as just one part of traditional marketing, not a focus Views Customer Engagement as important; Allocates budget & staff resources to explore program and campaign options to drive revenue Views Customer Engagement as the primary focus of marketing; Long-term commitment to Customer Engagement; Willing participant; Resources for growth Views Customer Engagement as the primary marketing focus; Organization aligned around Customer Engagement for sales and revenue impact Tools & Platforms Utilizes comprehensive, end-to-end system integration of all Customer Engagement related platforms with tight integration to Enterprise CRM, MA and other legacy ERP systems Development; Point tools for Email, Content and Social Media Marketing; No Online Community, Personalization or Loyalty tools/applications Platforms, applications and workflows that perform specific functions have been implemented for the buyer’s journey and personas, but little coor- dination across Sales, Marketing and Customer Care exists Tools and platforms for all customer journey points, from problem identifi- cation to advocacy development, have been implemented; Maintain 360-degree customer profiles and implement behav- ioral targeting Customer Engagement CUSTOMER ENGAGEMENT Maturity Model Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class No defined strategy or process for Customer Engagement Strategy is uncoordinated; Aware of need to create a customer journey experience; Projects are developed and delivered ad hoc Defined strategy and processes exist for Customer Engagement across an Enter- prise; Touch points are coordinated across functions to meet customer expectations Defined, integrated strategy for Customer Engagement exists across an Enterprise; Coordinated effort between Marketing, Sales and Customer Care to provide closed loop engagement Leadership Sees Customer Engagement as just one part of traditional marketing, not a focus Views Customer Engagement as important; Allocates budget & staff resources to explore program and campaign options to drive revenue Views Customer Engagement as the primary focus of marketing; Long-term commitment to Customer Engagement; Willing participant; Resources for growth Views Customer Engagement as the primary marketing focus; Organization aligned around Customer Engagement for sales and revenue impact Tools & Platforms Utilizes comprehensive, end-to-end system integration of all Customer Engagement related platforms with tight integration to Enterprise CRM, MA and other legacy ERP systems Development; Point tools for Email, Content and Social Media Marketing; No Online Community, Personalization or Loyalty tools/applications Platforms, applications and workflows that perform specific functions have been implemented for the buyer’s journey and personas, but little coor- dination across Sales, Marketing and Customer Care exists Tools and platforms for all customer journey points, from problem identifi- cation to advocacy development, have been implemented; Maintain 360-degree customer profiles and implement behav- ioral targeting Customer Engagement

  5. Alignment Budget & Staff Metrics General marketing budget without direct allocation for Customer Experience or Engagement; Staff is contracted or at the Coordinator level only Marketing and Sales operate in silos No formal measurements in place Analytics to monitor and track sales success, such as % of Quota Achieved, Renewal Rate, Revenue Opportunity Metrics, Cost per Lead (CPL), etc. Dashboard tracks relevant customer care, demand generation, communica- tion and sales metrics; Metrics include # Marketing Qualified Leads (MQLs), Avg. Resolution Time, % Escalations to Tier 2 Customer Support Enterprise-wide dashboard with visual representation of user acquisition and engagement by behavior, experience, etc.; Metrics may include Customer Satisfaction Index (CSI), Customer Life- time Value (CLV), Net Promoter Score (NPS), etc. Budget allocated; Defined point roles and responsibilities for Customer Expe- rience or Engagement Some Marketing, Sales and Customer Care integration, but cross-functional responsibility for sales and revenue may not exist yet Budget with business case to justify spend; Dedicated marketing/sales roles for Customer Engagement Cross-functional integration across Marketing, Sales and Customer Care, but are not fully aligned Budget connected to customer satis- faction goals; Organization aligned for maximum impact of Customer Engagement Fully aligned Marketing, Sales and Customer Care with cross-functional responsibility for sales, revenue and profit growth Customer Engagement STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Customer Success Focused on creating a differentiated customer experience and operational- izing it through all marketing, sales and customer care touch points, programs and campaigns Relies on traditional engagement tactics like website landing pages with limited content targeting; Lack of customer journey; One-way dialog from seller’s perspective Understands need for creating buyer journey and personas to better target content; Has implemented point tactics to improve conversion and close rates, improve retention and reduce churn Aligns programs and campaigns to consis- tently deliver full Customer Engagement to drive loyalty; Supports robust external & internal online communities and advocacy & loyalty programs CUSTOMER ENGAGEMENT Maturity Model Alignment Budget & Staff Metrics General marketing budget without direct allocation for Customer Experience or Engagement; Staff is contracted or at the Coordinator level only Marketing and Sales operate in silos No formal measurements in place Analytics to monitor and track sales success, such as % of Quota Achieved, Renewal Rate, Revenue Opportunity Metrics, Cost per Lead (CPL), etc. Dashboard tracks relevant customer care, demand generation, communica- tion and sales metrics; Metrics include # Marketing Qualified Leads (MQLs), Avg. Resolution Time, % Escalations to Tier 2 Customer Support Enterprise-wide dashboard with visual representation of user acquisition and engagement by behavior, experience, etc.; Metrics may include Customer Satisfaction Index (CSI), Customer Life- time Value (CLV), Net Promoter Score (NPS), etc. Budget allocated; Defined point roles and responsibilities for Customer Expe- rience or Engagement Some Marketing, Sales and Customer Care integration, but cross-functional responsibility for sales and revenue may not exist yet Budget with business case to justify spend; Dedicated marketing/sales roles for Customer Engagement Cross-functional integration across Marketing, Sales and Customer Care, but are not fully aligned Budget connected to customer satis- faction goals; Organization aligned for maximum impact of Customer Engagement Fully aligned Marketing, Sales and Customer Care with cross-functional responsibility for sales, revenue and profit growth Customer Engagement STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Customer Success Focused on creating a differentiated customer experience and operational- izing it through all marketing, sales and customer care touch points, programs and campaigns Relies on traditional engagement tactics like website landing pages with limited content targeting; Lack of customer journey; One-way dialog from seller’s perspective Understands need for creating buyer journey and personas to better target content; Has implemented point tactics to improve conversion and close rates, improve retention and reduce churn Aligns programs and campaigns to consis- tently deliver full Customer Engagement to drive loyalty; Supports robust external & internal online communities and advocacy & loyalty programs CUSTOMER ENGAGEMENT Maturity Model

  6. 6CUSTOMER ENGAGEMENT PLAN 1 2 3 4 5 6 Introduction How to Use This Playbook This playbook consists of six stages, each with a description of steps and action items. Action items include using our premium tools and templates. Our goal for your use of this playbook is to help you: Understand the shift from Customer Experience to Customer Engagement objectives Plan & Develop a Journey Map to improve how customers engage with your company Select & Implement the results of your program and foster an environment of continuous relationship Identify Advocates & Measure results to increase brand awareness and drive revenue Helpful Hint – If you need assistance implementing your Customer Engagement strategy, contact Demand Metric to schedule a consult with an experienced Analyst: email us at info@demandmetric.com What Is Customer Engagement? Demand Metric defines Customer Engagement (CE) as the strategies, processes, technologies, and tools that enable an organization to attract, gain, retain, and influence the behavior of customers consistently and effectively across all touch points throughout the lifetime of the customer’s rela- tionship with the company. Equally important, from the buyer’s point of view, Customer Engagement is the buyer’s on-going connection to and growing appreciation of the company’s brand, people, products, and services through every interaction and touch point during the lifetime of their relationship with the company. Done well, Customer Engagement fosters a lifelong advocate (think Apple) who embraces the company and brand beyond any one product or service experience. Initiative Preparation Journey Mapping Strategy Planning Technology Selection Engagement & Advocacy Measurement 6CUSTOMER ENGAGEMENT PLAN 1 2 3 4 5 6 Introduction How to Use This Playbook This playbook consists of six stages, each with a description of steps and action items. Action items include using our premium tools and templates. Our goal for your use of this playbook is to help you: Understand the shift from Customer Experience to Customer Engagement objectives Plan & Develop a Journey Map to improve how customers engage with your company Select & Implement the results of your program and foster an environment of continuous relationship Identify Advocates & Measure results to increase brand awareness and drive revenue Helpful Hint – If you need assistance implementing your Customer Engagement strategy, contact Demand Metric to schedule a consult with an experienced Analyst: email us at info@demandmetric.com What Is Customer Engagement? Demand Metric defines Customer Engagement (CE) as the strategies, processes, technologies, and tools that enable an organization to attract, gain, retain, and influence the behavior of customers consistently and effectively across all touch points throughout the lifetime of the customer’s rela- tionship with the company. Equally important, from the buyer’s point of view, Customer Engagement is the buyer’s on-going connection to and growing appreciation of the company’s brand, people, products, and services through every interaction and touch point during the lifetime of their relationship with the company. Done well, Customer Engagement fosters a lifelong advocate (think Apple) who embraces the company and brand beyond any one product or service experience. Initiative Preparation Journey Mapping Strategy Planning Technology Selection Engagement & Advocacy Measurement

  7. 7CUSTOMER ENGAGEMENT PLAN Customer Experience v. Engagement Demand Metric positions Customer Engagement as the evolution of Customer Experience (CX) and its corollary Voice of the Customer (VoC). This is based on the reality that companies cannot really control the customer’s experience. They can influence it, but they cannot control it. Numerous studies have shown that the buyer completes from 55% to 75% of their purchasing decision journey before they contact the company or sales rep. That means marketers and customer success teams must be creative in how they engage with potential customers. If customers aren’t coming to the company, the company must actively reach out to them with the right “touch” to create a connection for that point of the journey. Every touch across the omni-channel is crucial. This is why making Customer Engagement a corporate priority and not simply a sales or customer-service issue is so important to revenue success. Stage 1 - Initiative Preparation Stage 4 - Technology Selection Customer Engagement Maturity Assessment and Business Case Customer Engagement System RFPs, Vendor Evaluations, and Vendor Selection Stage 2 - Journey Mapping Stage 5 - Engagement & Advocacy Customer Journey Map, Buyer Persona Template(s) Touch Point Diagram, Customer Satisfaction Survey, Customer Advocate Database Stage 3 - Strategy Planning Stage 6 - Measurement Customer Engagement Strategy Scorecard, Project Plan, Budget & Job Roles Customer Satisfaction Index and Customer Engagement Metrics Dashboard Outputs from This Playbook 1 2 3 4 5 6 Introduction Initiative Preparation Journey Mapping Strategy Planning Technology Selection Engagement & Advocacy Measurement 7CUSTOMER ENGAGEMENT PLAN Customer Experience v. Engagement Demand Metric positions Customer Engagement as the evolution of Customer Experience (CX) and its corollary Voice of the Customer (VoC). This is based on the reality that companies cannot really control the customer’s experience. They can influence it, but they cannot control it. Numerous studies have shown that the buyer completes from 55% to 75% of their purchasing decision journey before they contact the company or sales rep. That means marketers and customer success teams must be creative in how they engage with potential customers. If customers aren’t coming to the company, the company must actively reach out to them with the right “touch” to create a connection for that point of the journey. Every touch across the omni-channel is crucial. This is why making Customer Engagement a corporate priority and not simply a sales or customer-service issue is so important to revenue success. Stage 1 - Initiative Preparation Stage 4 - Technology Selection Customer Engagement Maturity Assessment and Business Case Customer Engagement System RFPs, Vendor Evaluations, and Vendor Selection Stage 2 - Journey Mapping Stage 5 - Engagement & Advocacy Customer Journey Map, Buyer Persona Template(s) Touch Point Diagram, Customer Satisfaction Survey, Customer Advocate Database Stage 3 - Strategy Planning Stage 6 - Measurement Customer Engagement Strategy Scorecard, Project Plan, Budget & Job Roles Customer Satisfaction Index and Customer Engagement Metrics Dashboard Outputs from This Playbook 1 2 3 4 5 6 Introduction Initiative Preparation Journey Mapping Strategy Planning Technology Selection Engagement & Advocacy Measurement

  8. Initiative Preparation STAGE 1 CUSTOMER ENGAGEMENT PLAN In Stage 1, you will focus your efforts around understanding your organization’s strengths and weaknesses as relateds to Customer Engagement, documenting your goals and objectives, and developing a business case to gain buy-in from senior management for this initiative. Key steps in this stage include: STEP 1: Understand Customer Engagement STEP 2: Review the Levels of CE Maturity STEP 3: Identify Your Organization’s Level of Maturity STEP 4: Build a Business Case Initiative Preparation STAGE 1 CUSTOMER ENGAGEMENT PLAN In Stage 1, you will focus your efforts around understanding your organization’s strengths and weaknesses as relateds to Customer Engagement, documenting your goals and objectives, and developing a business case to gain buy-in from senior management for this initiative. Key steps in this stage include: STEP 1: Understand Customer Engagement STEP 2: Review the Levels of CE Maturity STEP 3: Identify Your Organization’s Level of Maturity STEP 4: Build a Business Case

  9. 9CUSTOMER ENGAGEMENT PLAN Introduction Initiative Preparation 1 Details the benefits of Customer Engagement Describes the shift from CX to CE Highlights vendor research for the five CE technologies Orientation Leadership Tools & Platforms Customer Success Alignment Budget & Staff Metrics Understand Customer Engagement Review the Levels of CE Maturity STEP 1 STEP 2 Action Item Action Item Read our Customer Engagement Best Practices Report to learn about the practice area, obtain key insights for program development and implementation, and review the vendor landscape. Review our Customer Engagement Maturity Model to learn how Demand Metric defines four stages of maturity based on the seven key components of Customer Engagement. This Best Practices Report: Also Download our Content & Buyer’s Journey Benchmark Report to get relevant research on the customer’s journey. The seven components of Customer Engagement are: V I E W R E S O U R C E CUSTOMER ENGAGEMENT Best Practices Report V I E W R E S O U R C E V I E W R E S O U R C E 2 3 4 5 6 Journey Mapping Strategy Planning Technology Selection Engagement & Advocacy Measurement 9CUSTOMER ENGAGEMENT PLAN Introduction Initiative Preparation 1 Details the benefits of Customer Engagement Describes the shift from CX to CE Highlights vendor research for the five CE technologies Orientation Leadership Tools & Platforms Customer Success Alignment Budget & Staff Metrics Understand Customer Engagement Review the Levels of CE Maturity STEP 1 STEP 2 Action Item Action Item Read our Customer Engagement Best Practices Report to learn about the practice area, obtain key insights for program development and implementation, and review the vendor landscape. Review our Customer Engagement Maturity Model to learn how Demand Metric defines four stages of maturity based on the seven key components of Customer Engagement. This Best Practices Report: Also Download our Content & Buyer’s Journey Benchmark Report to get relevant research on the customer’s journey. The seven components of Customer Engagement are: V I E W R E S O U R C E CUSTOMER ENGAGEMENT Best Practices Report V I E W R E S O U R C E V I E W R E S O U R C E 2 3 4 5 6 Journey Mapping Strategy Planning Technology Selection Engagement & Advocacy Measurement

  10. . 10CUSTOMER ENGAGEMENT PLAN Undefined Progressive Mature World-Class Executive Summary Opportunity Overview & Key Success Factors Assumptions & Decision-Making Criteria Business Impact Analysis Risk & Contingency Plans Recommendation Identify Your Organization’s Maturity Level Build a Business Case STEP 3 STEP 4 Action Item Action Item Complete our Customer Engagement Maturity Assessment to understand where your organization falls on the four tiers of Customer Engagement maturity. Use our Customer Engagement Business Case to ensure senior management that Customer Engagement initiatives align with current business goals and objectives. The four levels of maturity are defined as follows: Sections of your business case should include: V I E W R E S O U R C E V I E W R E S O U R C E Introduction Initiative Preparation 1 2 3 4 5 6 Journey Mapping Strategy Planning Technology Selection Engagement & Advocacy Measurement

  11. . Create Journey Map STAGE 2 In Stage 2, you will learn more about how your customers engage with your organization. You will identify the key buyer personas for your business and map out how each of those personas interacts with your organization. Key activities for this stage include: STEP 1: Review the Customer Engagement Map STEP 2: Learn More About Journey Mapping STEP 3: Create Journey Map STEP 4: Identify Key Buyer Persona(s) CUSTOMER ENGAGEMENT PLAN

  12. . 12CUSTOMER ENGAGEMENT PLAN Introduction 2 Create Journey Map Developing Sales Playbooks from Journey Maps Developing Content Strategy from Journey Maps Improving Campaign Conversions with Journey Maps Review the Customer Engagement Map Learn More About Journey Mapping STEP 1 STEP 2 Action Item Action Item Use our Customer Engagement Map to follow the buyer’s journey from problem identification to brand advocacy and which technologies work best at each stage of the journey. In order to successfully complete Engagement/Journey Maps for your organization, read our series of How-to Guides (listed below) on the use cases and impact of Journey Maps. This map includes the following key touch points: 1. Problem Identification 2. Research 3. Technology Evaluation 4. Validation 5. Purchase/Acquisition 6. Implementation 7. Relationship Building 8. Benefit Assessment 9. Account Expansion 10.Advocacy & Loyalty How-to Guides on Journey Mapping included in the Demand Metric library are: V I E W R E S O U R C E DEVELOPING SALES PLAYBOOKS FROM JOURNEY MAPS How-to Guide V I E W R E S O U R C E 1 3 4 5 6 Initiative Preparation Strategy Planning Technology Selection Engagement & Advocacy Measurement

  13. . 13CUSTOMER ENGAGEMENT PLAN STEP 3 STEP 4 Discovery/Research Evaluation/Comparison Decision/Purchase Implementation Support/Renew Customer Profile Template Buying Stage Process Template Create Journey Map Identify Key Buyer Persona(s) Action Item Action Item Use our Customer Journey Map to identify typical engagement touch points, which will enable you to align buyer personas to their journey. Use our Buyer Persona Template to define common char- acteristics, buying behaviors, and pain points for each of your target buyer personas. Thistoolhelpsyoudefinethebuyingprocessatthefollowingstages: Other tools that may assist you in identifying your audience are as follows: V I E W R E S O U R C E S TA R T L E A R N I N G Introduction 2 Create Journey Map 1 3 4 5 6 Initiative Preparation Strategy Planning Technology Selection Engagement & Advocacy Measurement

  14. . Plan Your Strategy STAGE 3 STEP 1: Understand the CE Framework STEP 2: Create a Customer Engagement Strategy STEP 3: Establish a Project Plan STEP 4: Identify Budget Allocations STEP 5: Define Roles & Responsibilities In Stage 3, you plan out your Customer Engagement strategy, programs, and initiatives by learning the important aspects of the Customer Engagement Framework and identifying key roles, responsibilities, processes, technologies, content, and metrics. The key activities in this Stage are: CUSTOMER ENGAGEMENT PLAN

  15. . 15CUSTOMER ENGAGEMENT PLAN Roles Responsibilities Processes Technology Content Metrics Objectives Programs & Initiatives Metrics & KPIs Timeframes and Goals Goal Achievement Tracking Understand the CE Framework Create a Customer Engagement Strategy STEP 1 STEP 2 Action Item Action Item Review our Customer Engagement Framework to learn how all of the departments and components of an organiza- tion come together to develop, coordinate and operate with Customer Engagement best practices. Use our Customer Engagement Strategy Workbook to provide senior management with a one-page document that clearly outlines your action plan for this project. This framework defines Customer Engagement efforts across six categories: This document will also allow you to track your strategy progress throughout the year. Key information to include in scorecard: Introduction Plan Your Strategy 3 V I E W R E S O U R C EV I E W R E S O U R C EV I E W R E S O U R C E V I E W R E S O U R C E 1 2 4 5 6 Initiative Preparation Journey Mapping Technology Selection Engagement & Advocacy Measurement

  16. . 16CUSTOMER ENGAGEMENT PLAN Project Overview Description Key Success Factors Risk Identification Technology, Implementation & Support Staffing Training & Education Promotions & Marketing Campaigns Content Development Project Stakeholders Communications Plan Decision Rights Approval Establish a Project Plan Identify Budget Allocations STEP 3 STEP 4 Action Item Action Item Utilize our Customer Engagement Project Plan to establish a clear scope, to identify decision rights, and to secure executive sponsorship for the initiative. Employ our Customer Engagement Budget Template to track the overall costs for your Customer Engagement programs, initiatives, staffing, and resources. Sections of your project charter should include: The key components of this budget are: V I E W R E S O U R C E V I E W R E S O U R C E Introduction Plan Your Strategy 3 1 2 4 5 6 Initiative Preparation Journey Mapping Technology Selection Engagement & Advocacy Measurement

  17. . 17CUSTOMER ENGAGEMENT PLAN VP, Customer Success VP or Director of Customer Engagement Customer Success Manager(s) Define Roles & Responsibilities STEP 5 Action Item Use our Modern Marketing Department Structure to assemble your Customer Engagement team. Our Customer Engagement Framework can help you define responsibilities by role. Crucial job functions to consider for your Customer Engagement team are: V I E W R E S O U R C E Introduction Plan Your Strategy 3 1 2 4 5 6 Initiative Preparation Journey Mapping Technology Selection Engagement & Advocacy Measurement

  18. . Technology Selection STAGE 4 STEP 1: Read Demand Metric’s Vendor Research STEP 2: Evaluate Vendors and Create a Short List STEP 3: Submit RFPs to Short-Listed Vendors STEP 4: Conduct Evaluations and Make Decisions At this point, you have learned about Customer Engagement and developed Journey Maps and strategies to properly interact with your audience. Now you will evaluate the technology landscape in order to implement your strategic initiatives. This stage includes the following steps: CUSTOMER ENGAGEMENT PLAN

  19. . 19CUSTOMER ENGAGEMENT PLAN Introduction Technology Selection 4 Advocacy and Loyalty Technology Overview Gamification Technology Overview Online Communities Technology Overview Advocacy and Loyalty Vendor Matrix Gamification Vendor Matrix Online Communities Vendor Matrix Personalization Vendor Matrix Voice of the Customer Vendor Matrix Read Demand Metric’s Vendor Research Evaluate Vendors and Make a Short List STEP 1 STEP 2 Action Item Action Item Review the “Vendor Solutions” section of our Customer Engagement Best Practices Report to learn about the tech- nology landscape. This report covers all five technologies but highlights Personalization and Voice of the Customer (VoC). Use our series of Vendor Matrices (listed below) designed specifically for Customer Engagement to evaluate the top 10-30vendorsforeachtechnologyplatform.Makeashortlist of the vendors you will be considering for implementation. For more information on the other three technologies, review the following reports: These matrices are as follows: CUSTOMER ENGAGEMENT Best Practices Report V I E W R E S O U R C E V I E W R E S O U R C E 1 2 3 5 6 Initiative Preparation Journey Mapping Strategy Planning Engagement & Advocacy Measurement

  20. . 20CUSTOMER ENGAGEMENT PLAN Advocacy and Loyalty System RFP Template Gamification System RFP Template Online Community System RFP Template Personalization System RFP Template Voice of the Customer System RFP Template Advocacy and Loyalty Vendor Evaluation Gamification Vendor Evaluation Online Community Vendor Evaluation Personalization Vendor Evaluation Voice of the Customer Vendor Evaluation Submit RFPs to Short-Listed Vendors Conduct Evaluations & Make Decisions STEP 3 STEP 4 Action Item Action Item Use our series of System RFPs (listed below) designed specifically for Customer Engagement to document your requirements for each technology and to send your short- listed vendors to receive more information on their solutions. Use our series of Vendor Evaluations (listed below) designed specifically for Customer Engagement to compare vendors against one another based on up-to-date technology require- ments.Afterthisexerciseiscomplete,decideonyoursolution(s). These matrices are as follows: These matrices are as follows: Introduction Technology Selection 4 1 2 3 5 6 Initiative Preparation Journey Mapping Strategy Planning Engagement & Advocacy Measurement V I E W R E S O U R C EV I E W R E S O U R C E

  21. . Engagement & Advocacy STAGE 5 STEP 1: Build Long-lasting Relationships STEP 2: Prove Product/Service Value STEP 3: Expand Account Size and Partnership Duration STEP 4: Identify & Track Brand Advocates STEP 5: Engage Advocates & Request Referrals Now that you have selected the technologies that will assist you with your Customer Engagement programs, you can begin connecting with your prospects and customers. This stage will help you enhance and track interactions as well as identify key advocates for your brand. In this Stage, you will: CUSTOMER ENGAGEMENT PLAN

  22. . 22CUSTOMER ENGAGEMENT PLAN Introduction Engagement & Advocacy 5 Sales Cycle Calls Customer Success Calls Email Campaigns Social Media Contact Online Community Interactions Buying Process Value Proposition Products/Services Strategic Direction Customer Service & Support Website/Customer Portal Brand Preference Build Long-lasting Relationships Prove Product/Service Value STEP 1 STEP 2 Action Item Action Item Download our Communications Touch Point Diagram to ensure you plan your customer contact points strategically. Each touch point is crucial in building a solid, long-lasting relationship with each client. Ensure your customers are getting the full value out of your product/service by offering a Customer Satisfaction Survey along with your planned Customer Success calls to get feed- back.Usethedataobtainedtoenhancecustomerinteractions. Touch points can include, but are not limited to: Use this survey to get feedback on the following elements of your organization: V I E W R E S O U R C E V I E W R E S O U R C E 1 2 3 4 6 Initiative Preparation Journey Mapping Strategy Planning Technology Selection Measurement

  23. . 23CUSTOMER ENGAGEMENT PLAN STEP 3 STEP 4 Account Scoring Template Decision Maker Influencer Map Key Account Analysis Customer/Company Name Demographics Buyer Persona Touch Point Discussions Feedback & Referrals Expand Account Size & Partnership Duration Identify & Track Brand Advocates Action Item Action Item Implement our Key Account Planning Tool to track the progress on each of your important accounts. This tool allows you to document important information on the client, opportunity size, and action plans for growth. While implementing your Advocacy & Loyalty platform to identify your advocates, use our Customer Advocate Data- base to track key information on these customers. Other tools that may assist you with this step are: Other tools that may assist you with this step are: V I E W R E S O U R C E V I E W R E S O U R C E Introduction Engagement & Advocacy 5 1 2 3 4 6 Initiative Preparation Journey Mapping Strategy Planning Technology Selection Measurement

  24. . 24CUSTOMER ENGAGEMENT PLAN STEP 5 Generating pre-qualified leads Gaining leads that will be hearing your praise from current brand advocates Driving profits from a new revenue stream Engage Advocates & Request Referrals Action Item Once you have identified the most influential advocates in your client base, use our Referral Partnership Agreement to begin a referral relationship with them. By generating leads from customers, you will create a new funnel of business. Benefits of Referral Partnerships: V I E W R E S O U R C E Introduction Engagement & Advocacy 5 1 2 3 4 6 Initiative Preparation Journey Mapping Strategy Planning Technology Selection Measurement

  25. . Measurement STAGE 6 Now that you have executed your strategy, implemented technologies, begun engaging users, and identified potential brand advocates, you can start to measure the results of your Customer Engagement program. In this Stage, you will: STEP 1: Calculate Key Customer Metrics STEP 2: Measure Your Customer Engagement Program CUSTOMER ENGAGEMENT PLAN

  26. . 26CUSTOMER ENGAGEMENT PLAN Introduction Measurement 6 # MQLs Created SQLs v. MQLs Avg. Deal Size Renewal Rate Cost Per Lead (CPL) Customer Lifetime Value (CLV) Net Promoter Score (NPS) Customer Satisfaction Index (CSI) Calculate Key Customer Metrics Measure Your CE Program STEP 1 STEP 2 Action Item Action Item Use our Customer Satisfaction Index Calculator to deter- mine the CSI for your product(s), service(s), company, and/or brand based on the responses to your Customer Satisfac- tion Survey. Use the Customer Engagement Metrics Dashboard to track the Key Performance Indicators (KPIs) for your program. Update this dashboard on a monthly basis to generate high-quality graphs that will show your progress. Use these two tools in conjunction to get an accurate CSI analysis. Other important metrics to consider for your Customer Engage- ment program are the Net Promoter Score (NPS) and Customer Lifetime Value (CLV). Our Customer Lifetime Value Calculator is also available within the Demand Metric library to help you complete the calcula- tions for that specific metric. Some of the key metrics we suggest analyzing are: V I E W R E S O U R C E V I E W R E S O U R C E 1 2 3 4 5 Initiative Preparation Journey Mapping Strategy Planning Technology Selection Engagement & Advocacy

  27. . Conclusion At the end of any project, it’s always a good idea to review it and identify areas for improvement. Demand Metric has the tools and expertise to help you build an effective Customer Engagement program: Create or audit your existing Customer Engagement strategy plan Assist with using any of the tools referenced in this playbook Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals To learn more, contact Demand Metric: info@demandmetric.com CUSTOMER ENGAGEMENT PLAN

  28. . About This Playbook CUSTOMER ENGAGEMENT PLAN Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com

  29. . © Demand Metric Research Corporation. All Rights Reserved. www.demandmetric.com Follow us on Twitter Like us on Facebook Join Linkedin Group

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