Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Keep your job search up-to-date!Signup now and never miss out on job search trends you need to know! So if you are ready to prepare for your adventure and you need some help, you’ve come to the right place. Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. From what I see, ita€™s questionable if the planning or implementation of contact management is as effective it could or should be across many organisations. We all know it helps companies to identify how to best interact with their prospects or customers at each touchpoint with their organisation, to add value to improve the customer experience and relationship.
It can be damaging and annoy your customers, especially if the message is not relevant or reaches only a small proportion of your customers - as data quality is poor, for example, 5% of your customers may have mobile numbers, or 10% open your emails. Another tip, is to use customer insight which is available to you as it will help enormously with your communications planning. Is the information in the communication relevant to everyone or do we need to segment our customer communications?
Is there any legal information which we have to send them out as part of our operational or professional legal guidelines (depends on industry if FSA)?
How will they contact us (channels), and like us to respond;A  different according to our segments or personas? When will it add value to provide extra information, to ultimately persuade them to choose your products or services? As an organisation, when is it the right time to engage with them to help with your business goals a€“ nurturing to drive conversion, retention for lapsed or abandoned customers, upsell or cross-sell more products or services? Bearing in mind, there has to be a cut-off to the number of contacts, so don't over communicate and ensure it's relevant!A  Your Content marketing strategy is vital.A  Use Customer Insight or industry benchmarking to identify this. From my experience, there are different approaches to this and Ia€™m sure the list is not exhaustive.

The Social Media team may be blasting out invites to join your Facebook page, Marketing sending out off-line messages to promote an event and the Call Centre running call campaigns.A  How many times are we all contacting the same customers? There are different approaches to consider, dependent on youa€™re customer lifecycle or product buying cycle, but this approach covers many of the key areas to consider in your contact plan. For example, it can be 12-18 months for a course, 3 months for vitamin tablets or 24 months for a phone contract.
In the HE market, the segmentsA  may be Home or Overseas students, whereas in the Insurance sector, it could be by the value or type of policy.
Some companies may choose to drill this down further by personas or purely define their segments as 'personas'. Now you have mapped out the information needs at each touchpoint in the cycle - identified timing and content, or revised it. At the end of your session, I'm sure there will be a series of consultation and sign off, before you are ready to look at systems, technology, internal processes, ownership, the nitty-gritty of content etc. Don't forget, it's also a great visual calendar for your communication strategy to keep you on track. From my own experience, I have only used an email system which was embedded into a bespoke CRM system .
To help you find a system which provides you with the features you have mentioned, I would recommend Dave’s blog post on reviewing email systems, which provides some great recommendations on email campaign systems, with reviews and advice when choosing the right vendor. From experience of choosing systems, ita€™s always worth asking for a 30 day trial with account management support before you commit and there are many free systems out there too. Llooking at NEW CHANNELS of distribution is a LOW COST / IMMEDIATE IMPACT method for expanding sales. I am eager to effect these strategies and generate these sales and would love to work for PMI. Clipping is a handy way to collect and organize the most important slides from a presentation.
You can enjoy being close to a big city while enjoyingthe feeling of a small-town community.I.

It seems that while the need is recognised, time is not set aside to create a contact management plan, integrated across customer touchpoints.
Sometimes this will be defined in a single channel, for example in this post Dave Chaffey shows how to create an effective email marketing contact planA with examples such as this of how direct mail or telesales can be integrated dependent on response. If different teams areA working independently considering one channel in isolation can be damaging to your brand and customer relationship by creating inconsistency. Some companies plan independently and focus individually on a separate strategy for each channel;A  email campaigns, outbound call campaigns or even direct mail and have a fragmented approach across the organisation. I agree that there are many tools out there with often too many features, and not those which we seek to be important. In this post, I'll reference what is needed, that is, to create a framework and planning tool to plan and roll-out the communication strategy, aligned to the business goals which may include conversion, gaining more customer insight, optimise customer engagement and relationship building, improve service, retention, up-sell or cross-sell opportunities. A Do not focus your contact plan solely on one channel such as email marketing or purely broadcast messages.
Then deliver customer profiles and segmentation that provide a deep understanding of what customers think, feel and do".
Think about medium; phone, SMS, letter, etcA  You may need to come back to this, once you have assessed your systems' functionality, quality of data and resources.
This will enable us to respond to each resident as needed and continue to provide at least three resident activities per month. This will identify any gaps for additional communication (where you can add value to your customers or prospects), or where there is too much. Each employee will display the necessary tools including knowledge, ambition, and professionalism to succeed while promoting MBS growth. Marketing Efforts We will continue with the lease management plan now in place at the community.

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