A B2B publisher's approach to client experience. This playbook outlines our CX aspirations and, when we get it right, our reality.
Read more about our client experience strategy here: http://www.siftmedia.co.uk/blog/pursuit-amazing-cx
4. 1. Put people first
2. Stay focused
3. Obsess over audiences
4. Inspire action
CX playbook
5. Be curious
6. Measure what matters
7. Be honest
8. Have fun
35. Happy with EOC report and insights included.
Followed up campaign to discuss results.
Wants to work with us again,
“seamless execution”
“easiest partner we’ve ever worked with”
Strong handover. Clarity around who looks after what.
What is needed when.
Did what we said, when we said we’d do it. - No chasing
Stats sent through regularly (weekly)
Happy with results - surpassed expectations
R - Sales
A - Pub
C - Editor / Campaigns
I - Finance / Mktg
R - Campaigns
A - Sales
C - Dev/ Editors/ Events/ Insights/ Sales/ Mktg
I - Publisher / Finance
R - Campaigns
A - Sales
C - Insights
I - Publisher / Finance
R - Sales
A - Sales
C - Campaigns
I - Publisher
Ex: Conceptual expectations
discussed,
Client measuring success by
registrations on their tracking
link - but no idea of volume.
Comms: meeting - follow up
emails & phone.
Ex: communicated in
handover. All v
smooth.
Comms: Email
Ex: did what we said when we said. results good.
A2D: Happy with report detail & insights
Comms: Weekly reports by email. No need for extra
comms (clients)
Ex: Met throughout campaign. Surpassed
sign up expectations
A2D: Happy with report detail. & insight
Comms: Email roundup with EOC report.
Sift Media customer journey map:
Meeting
Phone calls
Email
Handover email & kick off call.
Email with deadlines & reminders
Weekly email with report and recommendations
Mid campaign call
Event based touchpoint for successes / improvements
EOC report & email
Follow up call
R - Sales
A - Pub
C - Mktg / Campaigns / Editor
I - Campaigns
Initial ideas “brainstormed” in coffee shop.
Lots of insight / advice from us at this stage for
new ways to approach.
Handed over to delivery team client side to
deliver
Discussed expectations and some metrics.
Nothing v specific though as trying something
new - so didn’t know what to expect.
(based on real client feedback - July 2015)
37. rebookpre sale service deliverypurchase post delivery
Sift Media customer journey map:
“seamless execution”
“easiest partner we’ve ever worked with”
CX playbook
38.
39. rebookpre sale service deliverypurchase post delivery
Sift Media customer journey map: CX playbook
48. CX playbook
“I make sure we provide an excellent
experience for event delegates with
dietary requirements - from vegetarians
to gastric bands”
Hannah, Events Coordinator
49. CX playbook
“I helped an applicant having technical
difficulties complete her competition entry
on time by manually typing her
application answers into our system.”
Triana, Marketing Programme Manager
CX playbook
50. CX playbook
“One our clients is a huge
Liverpool FC fan so we’re taking
them to Anfield next year.”
Stu, Commercial Manager, MyCustomer
51. “I delivered a presentation to
our clients on what makes
great content marketing and
what they should be aiming
for.”
Jamie, Editor HRZone
CX playbook
52. CX playbookCX playbook
“We created detailed
mockups and wireframes to
help a client visualise our
suggestions for a bespoke
campaign solution”
Kate, Project Manager
53. “I took one of our key
accounts to see a
West End show.”
Gemma, Head of Campaigns
CX playbook
54. CX playbook
“I set up a video recording
at our offices to help a
client who didn’t have the
resource in house.”
Yiuwin, Publisher, SMB
55. CX playbook
“I phone my clients to thank
them personally for survey
feedback.”
Helena, Campaign planner
CX playbook
56. “I build custom reports for clients to turn
their campaign results into meaningful
insights”
Clementine, Account Manager, AccountingWEB
CX playbook
57. “I sent my client a gift package
when she went on maternity
leave.”
James, Commercial Manager, MyCustomer
CX playbook
58. “I spent a whole day
working with different
teams in my client’s office
to really understand their
business”
Ben, Publisher, AccountingWEB
CX playbook
59. “I send boxes of
cupcakes to our key
agencies at Christmas.”
Alison, Head of Agency
CX playbook
60. and this is how we do client experience.
CX playbook