Developing a CRM / Customer Marketing / Marketing Automation strategy is a complex activity; requiring the identification, definition, prioritisation, coordination and ongoing optimisation of multiple different touch-points across all stages of the customer lifecycle (awareness, consideration, purchase, loyalty, advocacy). This service package answers this challenge through the delivery of a series of strategic deliverables proven to drive value for multiple global brands. The package includes: 1. CRM Vision workshop including exercises and output. This half day session involves several exercises which allow the client team to develop an overarching CRM Vision statement, which is used to drive the scope and direction of all CRM activities over the long term. 2. Communications Framework. This is an is an integrated communications planning tool which helps simplify complexity, by providing an overview of all possible touch points, communications and interactions across all stages of the customer lifecycle. The overall goal is to create more relevant communications and valuable interactions by connecting the client brand with its customers in the right place, at the right time, with the right message. The Communications Framework provides a structured method for: - Aligning business and marketing communication objectives - Highlighting target audience insights - Developing communication programmes and touch-points - Delivering multi-channel marketing automation - Identifying media channel effectiveness 3. Customer Journey Map. Based on the Communications Framework, the Customer Journey Map supports all possible customers journeys for all segments and includes every stage of the customer lifecycle, providing; - A visualisation of how customers transition across channels, how customers transact and subsequently how the client brand maintains a relationship with its customers - Visualisation of email, SMS, direct mail, push, display, web, mobile, social and telemarketing channels role at each stage of the customer life-cycle (& other non direct channels if required e.g. for acquisition) - Articulation of how data is used to personalise the experience at each touchpoint for every segment, providing an overview of how the experience differs for different segments across each touchpoint - Highlights moments of truth and our approach to delivering against segmented customer needs at these key stages The Customer Journey Map visualises how the client brand can deliver a seamless, efficient, effective and commercially valuable relationship with its customers. It can be used for service design, marketing / sales and service management or simply to map all marketing automations. 4. The CRM Roadmap outlines key CRM initiatives required to deliver the CRM Vision, Communications Framework and Customer Journey Map. The CRM Roadmap outlines people, process, technology and strategy initiatives required to deliver the overarching CRM Strategy. People initiatives focus on organisation design, training and up-skilling. Process initiatives focus on organisation wide process changes which may be put in place to support delivery of the CRM Strategy. Technology initiatives will focus on any technical recommendations which are required to support the CRM strategy. This could for example include support for a business case and potentially an ROI case to support enhanced marketing automation capabilities. Strategy initiatives will provide a phased rollout of activities identified in the CRM Strategy e.g. enhanced segmentation, delivery of different components of the customer journey map as marketing automations, content, creative and channel initiatives etc.
CRM Vision Workshop Stimulus (pptx)
CRM Vision Output (pptx)
Communications Framework Workshop Stimulus (pptx)
Communications Framework (xlsx)
Customer Journey Map (visio)
Frequently Asked Questions
Does MeasureMatch quality control new service providers?
Every one of the MeasureMatch network of service providers has been through a stringent application process, including an interview to ensure relevance of Service providers and quality of delivery. And each is fully aware of the how the platform works, including the commercial framework.
Why book consultants or consultancies via MeasureMatch?
It's easy and incredibly fast to find and book a pro via the MeasureMatch marketplace platform. And, because we interview all service providers, or they are invited by particpating technology vendors, we're seeing greater than 95% of contracts rated 5 full starts by clients (as of 1 November 2020).
Whether it's Salesforce, Microsoft Dynamics, HubSpot, Intercom or Freshsales skills you're after - to name a few in our hottest category of services (CRM and marketing automation) - MeasureMatch has skills and pros you need.
3,000+ skills across around 4,000 systems & data services professionals are accessible via the MeasureMatch marketplace and partner platform.
You'll have direct, seamless and flexible access to a highly-skilled, verified workforce of independent consultants, consultancies, agencies and even systems integrators - each armed with the skills to advance data collection, data engineering, data pipeline management, marketing analytics, marketing automation, personalization, programmatic media investment management and much more.
Which services can clients contract via the MeasureMatch marketplace platform?
The consultants, consultancies, agencies & SIs in our global network, approaching 4,000 in 60+ countries (as of early November 2020), execute important systems and data project work including, but not limited to: CRM systems deployments and revamps, CRO, data cleaning, marketing performance reporting, identity resolution setup, machine learning for predicting and optimizing customer behaviors, marketing automation systems implementations, social media analytics, CX analytics, web analytics and much much more.
The MeasureMatch global network of professionals is highly skilled, many are certified service providers with proficiencies across more than 3,000+ tools and products including the Adobe Experience Cloud stack, the Google Marketing Platform and Google Cloud suite of tools, Segment, Mixpanel, Intercom, Hubspot, DOMO, Power BI, Tableau and 1,000s more.
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On one side, MeasureMatch is for independent consultancies, agencies, systems integrators and independent consultants.
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