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Customer EngagementPlan Methodology
brought to you by
B e c o m e M o r e S t r a t e g i c
Customer Engagement Plan Methodology
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.
01
Initiative Preparation
02
Journey Mapping
03
Strategy Planning
04
Technology Selection
05
Engagement & Advocacy
06
Measurement
Customer Engagement Plan Methodology
brought to you byB e c o m e M o r e S t r a t e g i c
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Clare Price, VP Research Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo.
Kristen Maida, Sr. Research Analyst Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development.
Jerry Rackley, Chief Analyst
Jerry Rackley is Chief Analyst at Demand Metric. His 30-year marketing career began at IBM, and includes experience in the technology and financial services sectors. He has worked with companies ranging in size from startups to members of the global 1000, performing marketing, marketing communication, public relations and product management work.
Christine Crandell, EVP Membership Success Christine Crandell is a B2B strategy, marketing and transformation expert who helps CEOs, CMOs, CROs, COOs and investors accelerate revenue growth. She leads a team of seasoned marketing and sales professionals with deep experience in a variety of areas. It is from her 20+ years of marketing and strategy experience that she developed the Sellers’ Compass™ methodology for leading companies to become customer-aligned and accelerating revenue.
Meet the Authors
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How to Use this Consulting Methodology:
1. Understand the shift from Customer Experience to Customer Engagement objectives.
2. Plan & Develop a Journey Map to improve how customers engage with your company.
3. Select & Implement technologies to enhance the customer’s experience with your brand.
4. Identify Advocates & Measure results to increase brand awareness and drive revenue.
If you need assistance implementing your Customer Engagement strategy, contact Demand Metric to schedule a consult with
an experienced Analyst: email us at [email protected] or call us on (866) 947-7744.
This methodology consists of six stages, each with a description of steps and action items. Action items
include using our premium tools & templates. Our goal for your use of this methodology is to help you:
© 2014 Demand Metric Research Corporation. All Rights Reserved.
How to Use this Consulting Methodology
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Major Outputs from this Process:
Stage 01 – Customer Engagement Maturity Assessment and Business Case
Stage 02 – Customer Journey Map, Buyer Persona Template(s)
Stage 03 – Customer Engagement Strategy Scorecard, Project Plan, Budget & Job Roles
Stage 04 – Customer Engagement System RFPs, Vendor Evaluations and Vendor Selection
Stage 05 – Touch Point Diagram, Customer Satisfaction Survey, Customer Advocate Database
Stage 06 – Customer Satisfaction Index and Customer Engagement Metrics Dashboard
Major Outputs from this Process
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Demand Metric defines Customer Engagement (CE) as the strategies, processes, technology 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 relationship 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.
What is Customer Engagement?
© 2014 Demand Metric Research Corporation. All Rights Reserved.
What is Customer Engagement?
brought to you byB e c o m e M o r e S t r a t e g i c
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 critical. This is why making Customer Engagement a corporate priority and not simply a sales or customer service issue is so important to revenue success.
Customer Experience v. Engagement
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Customer Experience v. Engagement
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Initiative Preparation
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
In this Stage, you will focus your e�orts around understanding your organization’s strengths & weaknesses
as it related to Customer Engagement, documenting your goals and objectives, and developing a business
in from senior management for this initiative. Key steps in this stage include:
1. Understand Customer Engagement
2. Review the Levels of Customer Engagement Maturity
3. Identify Your Organization’s Level of Maturity
4. Build a Business Case
STAGE 01 -Initiative Preparation
case to gain buy
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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.
This Best Practices Report:
Details the benefits of Customer Engagement
Describes the shift from CX to CE
Highlights vendor research for the five CE technologies
Also Download our Content & Buyer’s Journey Benchmark
Report to get relevant research on the customer’s journey. Download
01 Initiative Preparation 02 Journey Mapping 05 Engagement & Advocacy
04 Technology Selection Initiative Initiative Preparation
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 1 – Understand Customer Engagement
STEP 2 – Review the Levels of CE Maturity
Action Item – 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.
The seven components of Customer Engagement are:
Orientation
Leadership
Tools & Platforms
Customer Success
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
Alignment
Budget & Staff
Metrics
Initiative Preparation
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
Action Item – Complete our Customer Engagement Maturity Assessment
to understand where your
organization falls on the four tiers of Customer Engagement maturity.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
The four levels of maturity are defined as follows:
Undefined
Progressive
Mature
World-Class
01 Initiative Preparation 02 Journey Mapping 03 Strategy Planning 06 Measurement
05 Engagement & Advocacy 04 Technology Selection Initiative
Preparation
STEP 3 – Identify Your Organization’s Maturity Level
Initiative Preparation
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Action Item
–
Use our Customer Engagement Business Case
to ensure senior management that Customer Engagement initiatives aligns with current business goals & objectives.
Sections of your business case should include:
Executive Summary
Opportunity Overview & Key Success Factors
Assumptions & Decision-Making Criteria
Business Impact Analysis
Risk & Contingency Plans
Recommendation
Download
01 Initiative Preparation 02 Journey Mapping 03 Strategy Planning 06 Measurement
05 Engagement & Advocacy 04 Technology Selection Initiative
Preparation
STEP 4 – Build a Business Case
Initiative Preparation
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
Journey Mapping
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STAGE 02 -Create Journey MapIn this Stage, 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:
1. Review the Customer Engagement Map
2. Learn More About Journey Mapping
3. Create Journey
4. Identify Key Buyer Persona(s)
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.
This map includes the following key touch points:
1. Problem Identification
2. Research
3. Technology Evaluation
4. Validation
5. Purchase/Acquisition
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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6. Implementation
7. Relationship Building
8. Benefit Assessment
9. Account Expansion
10.Advocacy & Loyalty
01 Initiative Preparation 02 Journey Mapping
03 Strategy Planning 06 Measurement 05 Engagement & Advocacy 04 Technology Selection Journey
Mapping Journey Mapping
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 1 – Review the Customer Engagement Map
Action Item – 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.
How-To Guides on Journey Mapping included in the Demand Metric library are:
Developing Sales Playbooks from Journey Maps
Developing Content Strategy from Journey Maps
Improving Campaign Conversions with Journey Maps
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
01 Initiative Preparation 02 Journey Mapping
03 Strategy Planning 06 Measurement 05 Engagement & Advocacy 04 Technology Selection Journey
Mapping Journey Mapping
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 2 – Learn More About Journey Mapping
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
01 Initiative Preparation 02 Journey Mapping
03 Strategy Planning 06 Measurement 05 Engagement & Advocacy 04 Technology Selection Journey
Mapping
Action Item – Utilize our Customer Journey Map
to identify typical engagement touch points, which will
enable you to align buyer personas to their journey.
This tool helps you define the buying process at the following stages:
Discovery/Research
Evaluation/Comparison
Decision/Purchase
Implementation
Support/Renew
Journey Mapping
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 3 – Create Journey Map
Action Item – Use our Buyer Persona Template
to define common characteristics, buying behaviors and
pain points for each of your target buyer personas.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Other tools that may assist you in identifying your
audience are as follows:
Customer Profile Template
Buying Stage Process Template
Download
01 Initiative Preparation 02 Journey Mapping
03 Strategy Planning 06 Measurement 05 Engagement & Advocacy 04 Technology Selection Journey
Mapping Journey Mapping
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 4 – Identify Key Buyer Persona(s)
Strategy Planning
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STAGE 03 -Plan Your StrategyIn this Stage, 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:
1. Understand the Customer Engagement Framework
2. Create a Customer Engagement Strategy
3. Establish a Project Plan
4. Identify Budget Allocations
5. Define Roles & Responsibilities
Action Item – Review our Customer Engagement Framework
to learn how all of the departments and
components of an organization come together to develop, coordinate on and operate with Customer
Engagement best practices.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
This framework defines Customer Engagement efforts across six categories:
Roles
Responsibilities
Processes Download
Technology
Content
Metrics
01 Initiative Preparation 02 Journey Mapping 03 Strategy Planning 06 Measurement
05 Engagement & Advocacy 04 Technology Selection Strategy
Planning Strategy Planning
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 1 – Understand the CE Framework
Action Item – 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 document will also allow
you to track your strategy progress throughout the year.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Key information to include in scorecard: Objectives
Programs & Initiatives Metrics & KPIs
Timeframes and Goals Goal Achievement Tracking
Download
01 Initiative Preparation 02 Journey Mapping 03 Strategy Planning 06 Measurement
05 Engagement & Advocacy 04 Technology Selection Strategy
Planning Strategy Planning
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 2 – Create a Customer Engagement Strategy
Sections of your project charter should include:
Project Overview
Description
Key Success Factors
Risk Identification
Project Stakeholders
Communications Plan
Decision Rights
Approval
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.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
01 Initiative Preparation 02 Journey Mapping 03 Strategy Planning 06 Measurement
05 Engagement & Advocacy 04 Technology Selection Strategy
Planning Strategy Planning
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 3 – Establish a Project Plan
Action Item – Employ our Customer Engagement Budget Template
to track the overall costs for your
Customer Engagement programs, initiatives, staffing and resources.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
01 Initiative Preparation 02 Journey Mapping 03 Strategy Planning 06 Measurement
05 Engagement & Advocacy 04 Technology Selection Strategy
Planning
The key components of this budget are:
Technology, Implementation & Support
Staffing
Training & Education
Promotions & Marketing Campaigns
Content Development
Strategy Planning
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 4 – Identify Budget Allocations
© 2014 Demand Metric Research Corporation. All Rights Reserved.
01 Initiative Preparation 02 Journey Mapping 03 Strategy Planning 06 Measurement
05 Engagement & Advocacy 04 Technology Selection Strategy
Planning
Action Item – Utilize our Modern Marketing Department Structure
to assemble your Customer
Engagement team. Our Customer Engagement Framework can help you define responsibilities by role.
Download
Critical job functions to consider for your Customer
Engagement team are:
VP, Customer Success
VP or Director of Customer Engagement
Customer Success Manager(s)
Strategy Planning
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 4 – Define Roles & Responsibilities
Technology Selection
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STAGE 04 -Technology SelectionAt 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:
1. Read Demand Metric’s Vendor Research
2. Evaluate Vendors and Create a Short List
3. Submit RFPs to Short-Listed Vendors
4. Conduct Evaluations and Make Decisions
Action Item – Review the “Vendor Solutions” section of our Customer Engagement Best Practices
Report to learn about the technology landscape. This report covers all five technologies, but highlights
Personalization and Voice of the Customer (VoC).
© 2014 Demand Metric Research Corporation. All Rights Reserved.
For more information on the other three technologies, review the following reports:
Advocacy and Loyalty Technology Overview
Gamification Technology Overview
Online Communities Technology Overview
01 Initiative Preparation 02 Journey Mapping 03 Strategy Planning 06 Measurement
05 Engagement & Advocacy 04 Technology Selection Technology
Selection
Download
Technology Selection
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 1 – Read Demand Metric’s Vendor Research
Action Item – Use our series of Vendor Matrices (listed below) designed specifically for Customer
Engagement to evaluate the top 10-30 vendors for each technology platform. Make a short list of the
vendors you will be considering for implementation.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
01 Initiative Preparation 02 Journey Mapping 03 Strategy Planning 06 Measurement
05 Engagement & Advocacy 04 Technology Selection Technology
Selection
These matrices are as follows: Advocacy and Loyalty Vendor Matrix
Gamification Vendor Matrix
Online Communities Vendor Matrix
Personalization Vendor Matrix
Voice of the Customer Vendor Matrix
Technology Selection
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 2 – Evaluate Vendors and Make a Short List
01 Initiative Preparation 02 Journey Mapping 03 Strategy Planning 06 Measurement
05 Engagement & Advocacy 04 Technology Selection Technology
Selection
Download
Action Item – Use our series of System RFPs (listed below) designed specifically for Customer
Engagement to document your requirements for each technology and send off to your short-listed
vendors to receive more information on their solutions.
These matrices are as follows: Advocacy and Loyalty System RFP
Gamification System RFP Template
Online Community System RFP Template
Personalization System RFP Template
Voice of the Customer System RFP
Technology Selection
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 3 – Submit RFPs to Short-Listed Vendors
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
01 Initiative Preparation 02 Journey Mapping 03 Strategy Planning 06 Measurement
05 Engagement & Advocacy 04 Technology Selection Technology
Selection
Action Item – 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 requirements.
After this exercise is complete, decide on your solution(s).
These matrices are as follows:
Advocacy and Loyalty Vendor Evaluation Gamification Vendor Evaluation
Online Community Vendor Evaluation
Personalization Vendor Evaluation
Voice of the Customer Vendor Evaluation
Technology Selection
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 4 – Conduct Evaluations & Make Decisions
Engagement & Advocacy
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STAGE 05 -Engagement and AdvocacyNow 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:
1. Build Long-Lasting Relationships
2. Prove Product/Service Value
3. Expand Account Size and Partnership Duration
4.
5.
Identify & Track Brand Advocates
Engage Advocates & Request Referrals
Action Item – Download our Communications Touch Point Diagram
to ensure you plan out your
customer contact points strategically. Each touch point is critical in building a solid, long-lasting
relationship with each client.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Touch points can include, but are not limited to: Sales Cycle Calls
Customer Success Calls
Email Campaigns
Social Media Contact
Online Community Interactions
03 Strategy Planning 06 Measurement
Download
Engagement & Advocacy
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 1 – Build Long-Lasting Relationships
Action Item – 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 feedback. Use the
data obtained to enhance customer interactions.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
Use this survey to get feedback on the following elements of your organization:
Buying Process Value Proposition
Products/Services Strategic Direction
Customer Service & Support Website/Customer Portal
Brand Preference
Engagement & Advocacy
brought to you byB e c o m e M o r e S t r a t e g i c
01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 2 – Prove Product/Service Value
Action Item – Implement our Key Account Planning Tool
to track the progress on each of your
important accounts. This tools includes allows you to document important information on the client,
opportunity size and action plans for growth.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Other tools that may assist you with this step are:
Account Scoring Template
Decision Maker Influencer Map
Key Account Analysis Download
Engagement & Advocacy
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 3 – Expand Account Size & Partnership Duration
Action Item – While implementing your Advocacy & Loyalty platform to identify your advocates, utilize
our Customer Advocate Database to track key information on these customers.
Track the following information in this database:
Customer/Company Name
Demographics
Buyer Persona
Touch Point Discussions
Feedback & Referrals
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
Engagement & Advocacy
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 4 – Identify & Track Brand Advocates
Action Item – Once you have identified the most influential advocates in your client base, utilize 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:
Generating pre-qualified leads Gaining leads that will be hearing your praise from
current brand advocates
Driving profits from a new revenue stream
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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Engagement & Advocacy
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 5 – Engage Advocates & Request Referrals
Measurement
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STAGE 06 -MeasurementNow that you have executed your strategy, implemented technologies, began engaging users and identified
potential brand advocates, you can start to measure the results of your Customer Engagement program. In
this Stage, you will:
1. Calculate Key Customer Metrics
2. Measure Your Customer Engagement Program
Action Item –
Use our Customer Satisfaction Index Calculator
to determine the CSI for your product(s),
service(s), company and/or brand based on the responses to your Customer Satisfaction Survey. Use these two tools in conjunction to get an accurate CSI analysis.
Other important metrics to consider for your Customer Engagement 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 calculations for that specific metric.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
Measurement
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 1 – Calculate Key Customer Metrics
Action Item –
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.
Some of the key metrics we suggest analyzing are:
# MQLs Created
SQLs v. MQLs
Avg. Deal Size
Renewal Rate
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Cost Per Lead (CPL)
Customer Lifetime Value (CLV)
Net Promoter Score (NPS)
Customer Satisfaction Index (CSI)
Download
Measurement
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01 Initiative Preparation02 Journey Mapping
03 Strategy Planning06 Measurement05 Engagement & Advocacy
04 Technology Selection
STEP 2 – Calculate Key Customer Metrics
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 methodology
Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals
To learn more, simply contact Demand Metric: [email protected]
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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