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Integration is the Word!
The best lesson of
2003 is integration. The integration of marketing and operations across
channels significantly increases response, revenue, and retention.
Customer analysis for our clients demonstrates that multi-channel
customers’ lifetime value is 30-55% higher than their single channel
counterpart. The objective is to increase the number of multi-channel
customers by removing the barriers so channel crossing is simple and easy.
We found that there is a five-step process
to successfully integrating channels:
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Identify and
quantify all of the issues and benefits of integrating channels.
It is much
easier to inspire change when there is a clear direction and expectation
of benefits. Create a detailed listing of all foreseen issues, current
metrics, and expected benefits and provide the information to everyone in
the company. The objective is clarification and anticipation. It is key to
building interest and excitement.
-
Choose the
players.
This is not a
solo
marketing project. While the impact on marketing is significant, this is a
corporate project. There has to be team members from every department to
make this work. Choose the players carefully. You are looking for
teammates that will work together and can inspire the rest of the company
to follow.
-
Plan carefully.
The first step
in planning the process is to identify the easiest change that will
generate the most obvious result. Change is hard. It becomes much easier
when there is a concrete example of the benefits. Next, thoroughly plan
the integration process from beginning to end. Be sure to include a
timetable and how the information will be communicated. Communication
failure will derail the process faster than any other challenge.
-
Implement
completely.
Start with the
easiest change and then just follow the plan. Provide weekly updates for
everyone that includes issues, resolutions, and benefits. Setbacks will
happen. Address them when they arise and include them in the weekly
updates.
-
Measure the
results.
The metrics established in step one
are regenerated in appropriate timing. Some will be weekly, others
monthly. Trends should be identified and data utilized to enhance the
planning and implementation.
The process is simple. The execution is
challenging. We find that companies that invest time and effort
to improve inter-departmental relations are most successful.
Tips
for success:
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Insure that all
marketing offers are interchangeable or clearly identified as channel
specific.
-
Establish
consistent sales and return policies across the channels.
-
Clearly post
customer service numbers throughout the site. Instead of encouraging
customers to complain, it inspires trust and increases orders.
-
Place URL’s on
every print piece from ads to catalogs. When customers are hesitant to
call, clicking provides an excellent alternative.
-
Test, test, test.
Test every promotion with different offers, prices, and/or copy. Test
new promotional sources before making long-term commitments. Test every
page, form, and offer for ease in use and understanding. Test service to
insure planned procedures are actually in place and working.
-
Avoid “it”
technology that is new and unproven. Do not invest until you are insured
that it is necessary, beneficial, and internal resources will not
suffice.
-
Add value to your
website and catalogs by including applicable information. It will
inspire customers to return to the site and increase the life of the
catalog.
-
Review every
improvement idea with an “How can we make this work?” attitude instead
of “This won’t work because…..” dismissal.
-
Analyze the data
that provides applicable information. Technology provides easy access
and analysis to all information regardless of merit. If it doesn’t have
application, then do not measure it.
-
Share the success
with everyone in the company. It builds trust, morale, and longevity.
Bonus tip
– Always utilize internal resources before seeking external solutions.
Good luck with the
integration and have a happy and prosperous New Year!
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