CRM Strategy / Customer Marketing Strategy / Marketing Automation Strategy

CRM Strategy / Customer Marketing Strategy / Marketing Automation Strategy

Tom B

Customer Marketing & Technology Consultant / Strategist

30 days
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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)

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