Customer communications silos are commonplace within nearly every business with rarely a centralised strategy in sight. As such, customers are bombarded with communications from marketing, digital, contact centres, billing and so on with no consideration of the impact on the customer experience. And the fallout it is not just the negative impact of customer frustration and marketing opt-out, but also the damage this has to customer retention and missed opportunities for cross-sell and up-sell. As businesses change course towards a customer-centric approach, addressing these customer communications silos is becoming a business priority. ◾ Identifying customer communications silos and understanding the impact is it having on your business. ◾ Why marketing needs to take the lead on breaking down these silos through structural and process alignment. ◾ Why the lack of a customer communications contact strategy hampers the customer experience.

1. Customer Communications Silos
Overcoming customer communications silos
to enable a single customer experience

2. Communications Overload

3. Function explosion = silo explosion

4. Data & Systems explosion = silo explosion
Marketing &
PR
Digital Campaigns Inbound
Customer
Comms
Other Other
CRM
SQL
CRM
Enriched Agency
Database
Dialogue
Online
Platform
Broadcast - ATL
• DRTV
• Radio
• National
Press
• Door
Drops
• DM
• Email
• Targeted
email
• Operational
email
• Operational
SMS
• Outbound
calls
• Cross Sell
• Up Sell
• Bill Inserts
• Letters
• Email
• Targeted
Bill Inserts
• Targeted
Contact
• Operational
Comms
• Targeted
Contact
• Operational
Comms
Calls, DM = 00m’sOperational:
Email = 00m’s
SMS = 00m’s
Bills = 00m’s
Letters = 00m’s
Emails = 00m’s
Services Calls =
00m’s
• Customer
feedback
surveys
External
Services Calls =
00m’s
Services Calls =
00m’s

5. What is going on…
ENGAGEMENT
1
INTEGRATION
2
FORECASTING
3
Many brands communicate with
their customers based on their
internal structures and goals
This is alienating customers
Brands are looking for a common
framework for the whole
organisation to look to in order to
have a joined up and customer
centric offering to increase profits
Brands exist to create and retain
customers, which requires
engagement
Many brands engage prospects but
then don’t know how to take them
on a structured journey to become
customers
An effective audience centric
strategy will ensure every
communication will have a purpose
and demonstrate value
For too long marketing has often
been unaccountable for business
performance
As a result Marketing has lacked
credibility at the senior business
level
Being able to accurately model
customer communications towards
a business goal will enable accurate
forecasting that can be reported to
the city

6. What is the potential ROI?
More than £1.5 trillion is spent on marketing and communications
worldwide.
Customers have stated that a single negative experience with a brand
can alter the decision to do business with a company.
Significant incentives for global marketers to take a hard look at all
facets of customer experience in order to optimise acquisition,
retention, satisfaction, and revenue generation.
47% of business executives say that customer experience will play a
very important role over the next three years.
73% of CMOs cite a lack of clear experience strategy as a key challenge.

7. Maturity in Cx and the link to your KPIs:
Building your business case…
Take the test yourself:http://timihub.com/services/marketing-maturity-login/

8. Six steps: Two elements to address
2 3
4
Audit
Existing
Comms
1
56
“Do No Harm”
Contact
Strategy
Map
Customer
Journeys
Design
Content
Strategy
Review
CRM &
Contact
History
Customer
Insights
CONTACT
STRATEGY
CONTENT
STRATEGY

9. “Do No Harm”
Review
CRM &
Contact
History
Contact History - data is the
tool that you need to audit
your communications and to
set up your contact strategy.
Make sure that you are
capturing the contact history
and that everyone who
needs to use it can.
“Do no harm” – once you
have the complete picture of
your communications, start
your contact strategy by
removing the duplications
and the obvious clashes.
Steps 1, 2 & 3: Contact Strategy
2 3
Audit
Existing
Comms
1
Review your existing
communications; look at
both what is being sent and
who is sending it. You may
find that you have
organisation silos that need
to be addressed as part of
your implementation.
Audit – What is the situation? What data do we have? Design Contact Rules

10. Step 4: Customer Insights
PERSONAS &
INSIGHT
POINT OF
MUTUALITY
CATALYST
RED THREAD

11. Step 5: Map Customer Journeys
Marketing
& PR
Digital
Inbound
Customer
Comms
Product
Support
Campaigns
Customer Centric
Comms
Delivered by a
structured journey
Intelligent Customer Engagement (ICE)
1 2 3
Act 1:
Nurture
Act 2:
Purchase
Act 3:
Experience Goal
Customer

12. Hero’s Journey
Act1:
OrdinaryWorld
Act1:
Engage
Act1:
Resistance
Act1:
Proof
Act1:
Threshold
Act2:
Consider
Act2:
Compare
Act2:
Buy
Act3:
Receive
Act3:
Experience
Act3:
Acknowledge
Act3:
Advocate
Engage Resistance ProofOrdinary
World
Threshold Consider Compare Buy Experience Acknowledge Advocate
Act 1 Act 3Act 2
Receive
We suggest that you map the buying journey and not the sales journey and the Hero’s Journey
provides the perfect structure that the editorial teams will be comfortable with.
It is audience-centric, provides a structured journey and has clear thresholds to take your audience
towards your goals. It also spans all your communications silos so that all areas can be on the same
page as to what communications should be sent.

13. Taking your audience on a journey
Act 1 Act 3Act 2
Where are they today?
How can you excite them to
change?
What will be their natural
reaction?
How can you prepare them to
buy?
What will they
need to see?
What are the
options?
What do you need
them to buy?
How do you reinforce
that they made the right
decision?
How can you create
advocacy?
Engage Resistance ProofOrdinary
World
Threshold Consider Compare Buy Experience Acknowledge AdvocateReceive
Goal
Retention
& upsell
Audience
nurtured

14. Customer Insight directly inputs
into creating engagement maps PERSONAS &
INSIGHT
POINT OF
MUTUALITY
CATALYST
RED THREAD
ENGAGEMENT
MAP
COMMERCIAL
GOAL

15. Step 6: Engagement Maps define
ENGAGEMENT
MAP

16. Content Brief: Content Production Process managed
across communications silos
CONTENT
BRIEFS &
COMMS
PLAN

17. If you have this….

18. For more
information and
help go to:
www.timihub.com
You can’t do this….

19. Contact Info
aly.richards@timihub.com @cxgenius
scott.mclean@timihub.com @ScottNLMcLean
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