Multi-Channel Communications 1
www.rowanwood.ca
613.761.6245
2001/01/17
Improve the way your service delivery channels connect
with the target audience
A look at integrated communications in the context of multi-channel service delivery.
Thom [email protected]
613.292.8183
Multi-Channel Communications 2
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2001/01/17
AgendaIntroduction
Communication 101
The multi-channel challenge
Communicating with groups
Examples & Discussion
Conclusion
Strategy & Tools
Break
Multi-Channel Communications 3
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2001/01/17
INTRODUCTION
Communication 101
The multi-channel challenge
Communicating with groups
Examples & Discussion
Conclusion
Strategy & Tools
Break
Multi-Channel Communications 4
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Purpose
To stimulate thought and ideas about how to better “connect” with your audience.
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What are we talking about (1)
Assumption: With multi-channel service delivery choices that include: telephone, internet, email, fax, mail and kiosk —communication with your audiences can easily become splintered and dysfunctional.
Multi-Channel Communications 6
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What are we talking about (2)
“Connecting” is really about:Transactions
Dialogue
Exchanging data, information and knowledge
This presentation looks at the communication side.
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Drivers
The Government of Canada Service Vision for Canadians says that good government:
Engages in multi-dimensional dialogue
Learns from citizens and equips them to participate in society
Anticipates and responds to client’s needs
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THE MULTI-CHANNEL CHALLENGE
Introduction
Communication 101
Communicating with groups
Examples & Discussion
Conclusion
Strategy & Tools
Break
Multi-Channel Communications 9
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Multi-channel…
Multi-channel service delivery means:Same services, several channels of choice
Focus on cost effective and audience preference
Multi-channel communications means:Integrating the messages across media
Use of an internet backbone as common source
Multi-Channel Communications 10
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Today’s Reality
Using various channels at different times.
Web self servicePhone
KioskCounter
At least 3 or 4 different audience types.
Citizens in context
ClientsTaxpayer
From people and programs within an
organization
They are all Individuals seeking information and
services.
Accessing disparate information sources
Intranet
Databases
NotesTacit
Multi-Channel Communications 11
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2001/01/17
Tomorrow's Vision (fantasy ?)
Citizens in context Clients Taxpayer
Well understoodaudience types.
Phone Mail
Counter
Web self service
Kiosk
Using preferred channels at different times.
Integrated Service Layer (CRM/CMS/Internet Backbone)
From people and programs within an
organization
Intranet
Databases
NotesTacit
Accessing integrated information sources
They are all Individuals seeking information and
services.
Multi-Channel Communications 12
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2001/01/17
COMMUNICATION 101
Introduction
The multi-channel challenge
Communicating with groups
Examples & Discussion
Conclusion
Strategy & Tools
Break
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2001/01/17
Communication Model
A simple model
feedback
receiversenderencode
Decide what to say and how to say it.
transmit
Select and use a particular vehicle or vehicles for the message.
Perceptual barrier
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Perceptual barriers
Understanding and memory
Relates to somethingI care about
All messages compete for my attention
Message
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Communications Model Implications
The effectiveness of the message (encode), depends on how well it relates to receiver's interests.
The effectiveness of the vehicle used, (transmit) depends upon its ability to reach the receiver.
Together the vehicle and the message must get through the receiver’s filters to be understood.
encode transmit
Understanding and memory
Relates to somethingI care about
All messages compete for my attention
Message
Multi-Channel Communications 16
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2001/01/17
Understand the communication task
Unaware
Awareness
InterestDesire
ActionAdoption
There’s nothing wrong with the way I do it now.
Something is going on.
Others say this is a good thing.
I’m interested in learning more about it.
I should probably do this thing.
Ok let’s try it out.
How do I do this?
This is a good thing, the benefits are real and I am rewarded for my new behaviour.
To help your audience move along the adoption process
Adoption Model:Most individuals will go through these steps on the way to adopting a change.
Multi-Channel Communications 17
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Communication approaches
Different approaches for different steps in the adoption process
Unaware
Awareness
Interest
Desire
ActionAdoption
Actual instructions or guidelines on
how to make the change.
Access to detailed
information and policies.
Feedback.
More detailed information
and examples.Personal contact may be required.
Broad based, lots of benefits
and directional pointers for
more information.
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2001/01/17
Types of strategic communication
Outreach:Communications that push a message out to an audience. Needs to be creative and targeted.
Response:Communication that is being “pulled” by a request. Needs to be prompt, complete and appropriate.
Internal:Communication directed at folks within the organization. Needs to be direct and consistent with the above. (includes training & presentations)
Multi-Channel Communications 19
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2001/01/17
Branding in the context of government
A brand is: A mixture of attributes, tangible and intangible that identifies a program, service or organization. It includes, but is not limited to: name, symbol, and special designs.
Effective branding can: Help establish an environment of trust
Reduce confusion and aid understanding
Promote the organizational culture
Multi-Channel Communications 20
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2001/01/17
Effective branding requires
Expert design help
Deep understanding of audiences and services
An honest appraisal of corporate culture(where you are, where you want to be)
Diligent application and continuous policing
Multi-Channel Communications 21
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2001/01/17
Communication 101 Summary
The messages that have impact appeal to things that are important to people (communication model)
Beliefs and opinions can be strong (perceptual barriers)
The communication task and approach will vary depending upon where the audience is in the adoption process
Communication is cumulative and comes in many forms
Branding can be an important tool
Communication is two way
Multi-Channel Communications 22
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2001/01/17
COMMUNCIATING WITH GROUPS
Introduction
Communication 101
The multi-channel challenge
Examples & Discussion
Conclusion
Strategy & Tools
Break
Multi-Channel Communications 23
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2001/01/17
Change within a group
0
5
10
15
20
25
30
35
40
Innovators 3%
Early Adopters14%
Early Majority34%
Late Majority34%
Laggards15%
Time
Diffusion of Innovation Model:Innovation includes any thought, behaviour, or thing that is new because it is qualitatively different from existing forms.
Communication
The majority will resist change
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2001/01/17
Group Change Implications
Know where your audience is on the adoption curve
Different messages and approaches work best with different groups. i.e. Innovators may want to be seen as different or have a compelling reason to change. Laggards don’t care and like things the way they are.0
5
10
15
20
25
30
35
40
Early Adopters
Early Majority
Late Majority
Laggards Innovators
Time
If you are at the beginning, target the Innovators and Early Adopters.
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2001/01/17
Group Change: Rate of change
Relative AdvantageCompatibilityComplexityTrialabilityObservability
Characteristics of innovation that affect the rate of change
0
5
10
15
20
25
30
35
40
Time
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2001/01/17
Communication within the organization
Communication needs vary depending upon the organization level. In almost any size organization, there are three groups that need to communicate within themselves and between each other.
Leadership
Middle management
Line and operations
Stakeholders
Clients
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Communication needs
Clear VisionConsistent Actions
Visible Support
Simple PoliciesClear Instructions
Visible Accountability
Need consensus on on the vision and priorities.Key communication is interpersonal.Renegade leaders have little chance of real change.
Leadership Team
They need direction. Want to understand how priorities will affect them. How to makeit actionable.
Middle Management
They need help. Don’t care about management stuff.They have jobs to do!
Line Operations
Honest Feedback
Honest Feedback
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2001/01/17
Information flows within the organization
Legend
LeadershipDM:ADMS ADMS:DGS
Middle Management:Directors and Managers
Matrix ManagerMiddle manager from “outside”
Line OperationsOfficers
Communication Paths
XLeadership Team
Middle Management
Line Operations
Multi-Channel Communications 29
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2001/01/17
Implication: Leadership team
Ideal
The ideal team has healthy communication between all members. They understand the whole as well as themselves. They know the goal and agree on how to get there.
Dysfunctional
Unfortunately the communication between many teams looks like this. Members do not understand each other and have different goals and agendas.
The imperativeLeadership must agree to communicate amongst themselves at all costs.
What to do?Build a common vision Do something
Publish a policy Call Rowanwood today….
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2001/01/17
Communication Summary
KnowWhere you are on the adoption curve
What groups you want to address
What level of organization you are dealing with
ChooseMessages that matter
Vehicles that work for your message and audience
Multi-Channel Communications 31
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BREAK
Introduction
Communication 101
The multi-channel challenge
Communicating with groups
Examples & Discussion
Conclusion
Strategy & Tools
Multi-Channel Communications 32
www.rowanwood.ca
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2001/01/17
STRATEGIES & TOOLS
Introduction
Communication 101
The multi-channel challenge
Communicating with groups
Examples & Discussion
Conclusion
Break
Multi-Channel Communications 33
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2001/01/17
Creating a strategy
Strategy defines the
path.
There are many paths we can take
Multi-Channel Communications 34
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What is strategy ?
A hypothetical system of components that when implemented together results in some kind of synergy.
It defines the target groups, sets the objectives and establishes guiding principals
It sets priorities and provides a focused point of change. Helps to keeps people aligned.
Multi-Channel Communications 35
www.rowanwood.ca
613.761.6245
2001/01/17
Today’s Reality (review)
At least 3 or 4 different audience types.
Using various channels at different times.
From people and programs within an
organization
Accessing disparate information sources
They are all Individuals seeking information and
services.
Web self servicePhone
KioskCounter
Citizens in context Clients Taxpayer
Intranet
Databases
NotesTacit
Multi-Channel Communications 36
www.rowanwood.ca
613.761.6245
2001/01/17
Well understoodaudience types.
Using preferred channels at different times.
From people and programs within an
organization
Accessing integrated information sources
They are all Individuals seeking information and
services. Integrated Service Layer (CRM/CMS/Internet Backbone)
Tomorrow's Vision (review)
Citizens in context Clients Taxpayer
Phone Mail
CounterWeb self service
Kiosk
Intranet
Databases
NotesTacit
Outreach
Internal
Response
Multi-Channel Communications 37
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2001/01/17
5 Steps to success
5. Listening
1. Knowledge 2. Planning 3. Creation 4. Delivery
Multi-Channel Communications 38
www.rowanwood.ca
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2001/01/17
Communications planning
AudienceNeeds
ChannelsServicesCultureGrow
Diagonal teamsObjectives
Strategic planMessage matrix
BrandingAdapt
ListeningResearch Monitoring Anecdotal
EncodeCreative
TestAdapt
TransmitMonitorAdapt
Knowledge Planning Creation Delivery
Multi-Channel Communications 39
www.rowanwood.ca
613.761.6245
2001/01/17
Know your audience
Citizens in context Clients Taxpayer
Phone Mail
CounterWeb self service
Kiosk
What are their preferred channels for interacting with you ?
What are the relevant segments for your organization?Issue Driven: I.e. health, safety, environmentAge Driven: children, youth, adults, seniors
Priority Driven: I.e. aboriginals, immigrants, other role
Multi-Channel Communications 40
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Know their needs
They all want Service Efficiency and responsiveness.
What do they need that you have?
What should they know about that you can provide?
Multi-Channel Communications 41
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Audience segment analysis
Client, Citizen, Taxpayer
By priority
By Issue
By age
What we wantWhat they wantSegment Description
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Example segment profileElected Officials: Mayors, Municipal Councils and Regional Government
e.g. 70% Internet, 25% phone, 5% mailPreferred Channel
Their awareness, enthusiasm and willingness to spend money, (even if it is only to save money). Councils to adopt the InfraGuide best practices and endorse the guide as a whole. Them to understand the idea of sustainable infrastructure and best practices.Use of best practices and knowledge of infrastructure issues in decision making. Referral of technical staff to site. In communities where staff is used to doing it the way they’ve always done it, we will need a strong enough enthusiasm on the part of the mayor in particular that he or shewill follow up on this referral.
Big picture stuff: how best practices contribute to building a sustainable community. How will this save me money? contribute to reduced lifecycle costs, etc, What’s in it for me if I endorse the guide? Examples of success and endorsement from other organizations, e.g. FMC. Easy access so they can learn quickly. Want to see that guide contributes to quality of life.
What we wantWhat they want
Make the major funding decisions and approve budgets, set the priorities. In general they should be interested in building sustainable communities and may be aware of the concept of best practices. There may be as many as 4000 Mayors and Councils in Canada. Typically M/F, 40+, university educated, Internet access is likely to be high either directly or through staff. In some regions there may be a regional government that manages portions of the infrastructure. Or there may be utilities that have boards as opposed to councils.
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Know your services
Services for which the government intervenes for the public good and safety of Canadians (Environmental protection, Emergency Preparedness, National defence).
Intervention
Services for which the value added is from the dialogue between the government and Canadians (e.g. community partnerships with non-governmental organizations helping the homeless).
Interaction
Services for which the end goal is the transfer and application of knowledge, enabling a citizen to be better informed and effecting a change in behaviour (e.g. Go-smoke Free Campaign, the Kyoto Accord).
Knowledge
Services that involve a binding exchange between government and Canadians (e.g. submitting tax returns, applying for Employment Insurance).Transaction
Services for which 1) information is provided about a service, program and/or transactions (e.g. information about EI eligibility); and 2) information is generated by the government for Canadians (e.g. weather updates, statistics).
Information
Government of Canada Service VisionService Type
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Map services to needs (Ministry of water and fish)
Inspections and seizuresInspections and warnings
Background and scienceAnnual QuotasCurrent conditionsSeasonal variations
Intervention
Commercial users interest group
Shared waterways community of interestInteraction
Spread the word programNew regulationsCatch and release program (outreach)Knowledge
Requests for informationLicense and reportingLicense
Transaction
Information
MediaCommercial UsersRecreational usersService TypeSegment
Inspections and seizuresInspections and warnings
Extranet/MeetingsExtranet
WebWeb/NewsletterAdvertising/Web/Trade Shows
Web/MailWeb/Kiosk
Background and scienceAnnual QuotasCurrent conditionsSeasonal variations
Ticket/Info packageTicket/info package
Intervention
Commercial users interest group
Shared waterways community of interestInteraction
Spread the word programNew regulationsCatch and release program (outreach)Knowledge
Requests for informationLicense and reportingLicense
Transaction
Web based media kitExtranet/NewsletterWeb/ PhoneInformation
MediaCommercial UsersRecreational usersService TypeSegment
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Build diagonal teams
Identify the people throughout the organization that deliver, create or guide messaging. Both intentional and unintentional.
Use teams of these folks to come up with the solution for your organization.
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Deliver consistent messages
Use the diagonal teams to create and validate:
The communication strategy
Messages for each audience group
Brand
Consensus of common themes
Multi-Channel Communications 47
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The communication task
Were is your audience now? Where are your trying to move them?
Unaware
Awareness
Interest
Desire
ActionAdoption
Actual instructions or guidelines on
how to make the change.
Access to detailed
information and policies.
Feedback.
More detailed information
and examples.Personal contact may be required.
Broad based, lots of benefits
and directional pointers for
more information.
Multi-Channel Communications 48
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The message matrix
www.yourgovernment.govwww.yourgovernment.govKey message 3
Saves timeHelps you run your business better
Key message 2
It is more efficient, use of your tax dollars
Save time, do it at your desk Key message 1
Generate awareness of new internet serviceCommunication Task
CitizensClients
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Perception is reality
The role of communications in managing and meeting client expectations, an interactive moment…
Multi-Channel Communications 50
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Media selection
Chose media vehicles that :Will reach your audience at the right time
Offer a suitable context for your message
Are capable of transmitting your message
OutreachTelevision
PrintOutdoor
Direct mailRadioTransitInternetOther
ResponseEmailMail
TelephoneCourier
Personal visitInternetOther
InternalInterpersonalRumour Mill
Email & Voice MailInternet
PresentationsPrintOther
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Listening
Communication means listening too— using measurement to improve your implementation.
Techniques: Listen to feedback
Research (establish baseline and compare)
Watch behavior
Build feedback into process
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Communications planning – summary
AudienceNeeds
ChannelsServicesCultureGrow
Diagonal teamsObjectives
Strategic planMessage matrix
BrandingAdapt
ListeningResearch Monitoring Anecdotal
EncodeCreative
TestAdapt
TransmitMonitorAdapt
Knowledge Planning Creation Delivery
Multi-Channel Communications 53
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Less is more
A tight focus will result in more impact.
Find the simplicity on the other side of complexity.
Multi-Channel Communications 54
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Strategies wrap up
Follow the five steps; Knowledge
Planning
Creation
Delivery
Listening.
Strive for simplicityPerception is reality
Multi-Channel Communications 55
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EXAMPLES & DISCUSSION
Introduction
Communication 101
The multi-channel challenge
Communicating with groups
Conclusion
Strategy & Tools
Break
Multi-Channel Communications 56
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2001/01/17
The story so far…
Communication model
Adoption model
Outreach, response and internal work together
Diffusion of innovation in groups
Information needs and flows within
Knowledge, planning, creation, delivery, listening
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Interactive examples
The following slides review the material presented. With your participation we can put them into context.
Your organization
Multi-Channel Communications 58
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Today’s Reality (review)
At least 3 or 4 different audience types.
Using various channels at different times.
From people and programs within an
organization
Accessing disparate information sources
They are all Individuals seeking information and
services.
Web self servicePhone
KioskCounter
Citizens in context Clients Taxpayer
Intranet
Databases
NotesTacit
Multi-Channel Communications 59
www.rowanwood.ca
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2001/01/17
Well understoodaudience types.
Using preferred channels at different times.
From people and programs within an
organization
Accessing integrated information sources
They are all Individuals seeking information and
services. Integrated Service Layer (CRM/CMS/Internet Backbone)
Tomorrow's Vision (review)
Citizens in context Clients Taxpayer
Phone Mail
CounterWeb self service
Kiosk
Intranet
Databases
NotesTacit
Outreach
Internal
Response
Multi-Channel Communications 60
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Example: Diffusion Model
0
5
10
15
20
25
30
35
40
Early Adopters
Early Majority
Late Majority
Laggards Innovators
Where are you?
Multi-Channel Communications 61
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Example: Adoption Model
Unaware
Awareness
Interest
Desire
ActionAdoption
Actual instructions or guidelines on
how to make the change.
Access to detailed
information and policies.
Feedback
More detailed information
and examples.Personal contact may be required.
Broad based lots of benefits
and directional pointers for
more information. Communication Goal: To help your audience move along the adoption process
#1
#2
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Example: Communication Model
encode transmit
feedback
receiversender
Decide what to say and how to say it.
Select and use a particular vehicle or vehicles for the message.
Multi-Channel Communications 63
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Example: Information Flows
Legend
LeadershipDM:ADMS ADMS:DGS
Middle Management:Directors and Managers
Matrix ManagerMiddle manager from “outside”
Line Operations
Communication Paths
XLeadership Team
Middle Management
Line Operations
Multi-Channel Communications 64
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Communications planning
AudienceNeeds
ChannelsServicesCultureGrow
Diagonal teamsObjectives
Strategic planMessage matrix
BrandingAdapt
ListeningResearch Monitoring Anecdotal
EncodeCreative
TestAdapt
TransmitMonitorAdapt
Knowledge Planning Creation Delivery
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Example: Wrap up
The multi-channel challenge
Diffusion model
Adoption model
Communication model
Information needs and flows
Communication planning
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CONCLUSION
Introduction
Communication 101
The multi-channel challenge
Communicating with groups
Examples & Discussion
Strategy & Tools
Break
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Conclusion
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Last slide
Thank youQuestions?