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Roost Overview Sep-16

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Business Change & Transformation for Marketing, Sales & Service teams Roost Consulting Who we are, and how we might help September 2016
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Page 1: Roost Overview Sep-16

Business Change & Transformation for Marketing, Sales & Service teams

Roost Consulting

Who we are, and how we might help

September 2016

Page 2: Roost Overview Sep-16

About Roost was founded to help businesses become more customer centric. Over the last couple of years we’ve worked with some amazing people who provide specialist services that form the network.

Collectively we have worked with a broad range of brands and propositions and have experience across many audiences and business models. Our team have worked across new and established sectors and industries, creating value, and driving revenue for the businesses we work with.

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Skills: •  Leadership, networking and interpersonal skills that motivate

teams and stakeholders •  Efficient, pragmatic and data driven

•  Able to see through the eyes of the consumer

•  Able to quickly identify skill gaps within teams •  Strong analytical and problem solving skills, highly numerate

and able to draw meaningful insights

•  Able to translate business and marketing objectives into technical requirements and manage delivery

Core competencies: •  Creating, building and developing multi-skilled, multi-channel

teams and individuals •  Providing the technical capability to deliver business plans

•  Developing freemium, micro-payment, ecommerce, subscription, and lead generation business models

•  Agile methodology through KPI setting, review and validation

•  Creating actionable customer feedback loops

•  Financial planning (P&L management), analysis and reporting •  Director level experience within a large senior management team

Page 3: Roost Overview Sep-16

Experience Overview

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Customer  Service  

Sales  

Marke2ng  

Brand  Management  

Business  Development  

Product  Management  

Marke2ng  Transforma2on  

Business  Change  

Page 4: Roost Overview Sep-16

Influence and Inspiration

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Books that changed our life

Page 5: Roost Overview Sep-16

How could we Help?

5

Demand Generation We can help you find your target customers wherever they hangout, and can help them find you. We have a range of methods that work across all the channels that matter, both on and offline.

Customer Experience Set your company apart from your competition by delivering an amazing experience from start to finish. We work closely with product, marketing, sales and service teams to join the dots and make sure a great experience is consistently delivered.

Business Change Delivering a great customer experience at scale requires an open, transparent, collaborative and efficient working environment. We can help you embed new, sustainable ways of working that change behaviour and improve employee culture.

Customer Engagement Help set the context, and facilitate conversations across defined channels and touch points to raise awareness, educate, nurture, entertain, sell and service the people that matter.

Proposition Development Whether it’s a campaign, service design or product we can help define the proposition.

Using a range of methods we can help develop propositions with you and your customers, and help establish this discipline as a key capability within your teams.

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Page 6: Roost Overview Sep-16

Underlying Framework 1.  Establish and articulate vision, goals, objectives and timescales

2.  Embed data driven development across all teams

3.  Define roles and responsibilities, eliminate duplication

4.  Develop and optimise proposition, price and promotion

5.  Establish personas and voice of the customer

6.  Structure customer evolution, improving customer management

7.  Improve usability and customer journeys

8.  Optimise acquisition marketing via portfolio

9.  Optimise acquisition marketing via external sources

10.  Planning, testing and on-going optimisation

Programme  management  

Change  management  

Product  management  

Customer  management  

Demand                    management  

Con2nuous  improvement  

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Page 7: Roost Overview Sep-16

Enabling Customer Centricity •  Executives and leaders articulating a shared philosophy and vision

•  Teams measuring achievement using and publishing known metrics

•  Development focused around shared and understood priorities

•  Incorporating customer feedback into business processes and proposition development

•  Refining the operating model and aligning technology and business process to support and drive customer engagement

•  Transform the culture, by better connecting staff with customers

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Page 8: Roost Overview Sep-16

Increasing Agility & Effectiveness •  Enabling a culture of Continuous Improvement

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Op#mising  business  processes    

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Page 9: Roost Overview Sep-16

Refining Operating Models

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Simplify Policies and processes to drive consistency for employees and customers

Clarify Organisational goals and structures, ensuring everyone is clear on their role and its contribution

Data Driven Understand which metrics drive action and use them to prioritise and focus development

Customer Insight Establish a customer insight programme to understand audience needs and catalysts of behaviour

Align & Empower Improve collaboration within and between teams, recognise, reward and invest in people

Roost Consulting limited

•  Harness the voice and collective understanding of employees

•  Co-create operating model with staff and partners

•  Deliver and amplify the basics brilliantly

Page 10: Roost Overview Sep-16

Refining Operating Models

10

Enriching  exis2ng  or  crea2ng  new  opera2onal  capability  

07/10/16 CONFIDENTIAL

CUSTOMER  COMMUNICATIONS  Mul2-­‐Channel  Customer  

Communica2ons  

SALES  &    CAMPAIGN  

Product  &  Promo2on  catalogue  

 

PAYMENT  /    FULLFILLMENT  Gateway  Management  &  Revenue  Recogni2on  

CUSTOMER    SERVICE  Contact  centre  

management  &  case  escala2on  

 

INSIGHT  Campaign  performance  

&  VOC  

OPTIMISATION  Test  &  Learn  

Front-­‐end  templates    &  usability  

UX  &  DESIGN  Usability  and  touch  point  

op2misa2on  

CUSTOMER  OPERATIONS    

DEV  OPS  DevOps  &    

Infrastructure    Mgmt  

DATA  Data  architecture,  

feed  management  &  quality  

TEST  Quality  and    assurance  

DEV  SoOware    

development  

COMPLIANCE  Security,  PCI  &  Data  

Protec2on  

CONFIG  SaaS    

Administra2on  

PLATFORM    OPERATIONS  

PRODUCT  MANAGEMENT  Jira  &  Agile  Admin,  

Project  Management,    &  delivery  

PLATFORM      SUPPORT      

Support,  Training  &  Change  management    

Page 11: Roost Overview Sep-16

Propositions & Business Models

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Single wallet deposit Subscription Partnerships

Lead generation Ecommerce Membership

11

Page 12: Roost Overview Sep-16

Browser  Intender  Purchaser  Member  Advocate  

Attract Engage   Acquire   Retain  

A great framework to help define;

-­‐  Contact and communication strategy

-­‐  Data and segmentation strategy

-­‐  Business model and pricing strategies

-­‐  Customer service offer

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Structured Customer Evolution

Page 13: Roost Overview Sep-16

PR

Radio/ TV

Word of mouth

Display Ads

Email

Search

Reviews

Blogs

Magazines

Direct Mail

Voucher Codes

Cash-back

Comparison

FAQ / Knowledge

Reviews

Blogs

Social Networks

Word of Mouth

Roost Consulting Limited 2015 13

Typical  channels  and  content  types  that  assist  customer  journeys  Structured Customer Evolution

Page 14: Roost Overview Sep-16

Multi-Channel Customer Management

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Core  Marke2ng  Cloud  capabili2es  from  leading  B2C  vendors      

Direct'offline'

Referral'

SEO'

PPC'

Facebook'

YouTube'

Pinterest'

Display/'

Retarge?ng'

Affiliates'

Partners'

Data'append'

Direct'online'

Email'

lnDApp'

On'site''

Social'

SMS'

LeGers'

Inserts'

Cover'wraps'

Telemarke?ng'

Mul?dimensional'segmenta?on'E.G'Behavioral,'RFM,'lifecycle','channel'

Campaign'Workflow'choreographed'campaign'execu?on'&'workflow'governance'

Event'triggering'E.G'abandon'cart,'form'comple?on,'inac?on''

RealD?me'decisioning'Next'best'offer/ac?on,'dynamic'content'

Predic?ve'analy?cs''Forecast'demand,'churn,'propensity'

Content'marke?ng'and'delivery'Manage'commission,'edit,'curate'and'publish'

Social'marke?ng'Listening'and'publishing'via'mul?ple'social'sites''

Ad'management'Automates'buying'and'placement'of'ad'units'

Email'Marke?ng'Content'and'message'delivery'

Offline'marke?ng'Direct'link'with'direct'marke?ng'suppliers'

Mobile'marke?ng'InDapp,'SMS'publishing'and'message'delivery'

Closed'loop'repor?ng'Single'view'of'campaign'and'customer'performance'

Contact'centre'integra?on'Integra?on'with'Service'Cloud'agents'

Your'Closed'Domains'and'3

rd'party'partners''

Proper?es'behind'logDin,'SelfDService,'offDdomain'partners'

Your'Open'Domains'

Editorial'product'&'blogs'

Page 15: Roost Overview Sep-16

Connected Customer Platform

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customer single view to sell,

market & service for lifetime of customers

eCommerce Product catalogue, billing, fulfilment,

distributed eCommerce

Content Management

create, manage and publish content across

multiple-platforms

customer service

management of inbound and outbound customer

sales & support

marketing tools to deliver more

targeted, relevant communications, more

efficiently

Community & Membership

Access & entitlement, gated content

•  Experience of integrating multiple tools to create a single marketing and customer management platform

•  Built customer management capability within teams

•  Alignment and adoption across regional and global teams

•  Helped establish high-performing cross-functional teams

•  To drive scale effectively

Page 16: Roost Overview Sep-16

Documenting Knowledge

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Yes

CU

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CU

STO

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SU

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OPE

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FIN

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BPM SCENARIO 1 - NEW PRODUCT LAUNCH April 14, 2016

Launch Espresso

BPM-CO0003 Create

Product in SMS

BPM-CO0004 Create

Standard Pricing

BPM-PPF002 Change Request

BPM-CO0002 Change Request

Yes

Create a new product?

Yes

BPM-PPFXXX NPD Process

No

BPM-CO0006 Create

Promotion & offers

Decision

BPM-M0007-14 Campaign Briefing

BPM-M00015-18 Campaign Execution

BPM-M00019-22 Campaign Evaluation

BPM-CO0016 Customer Comms Mapping

SMS Processes

Comms Processes

Marketing Processes

Key:

Create new comms?

BPM-CO0019 & 21Create new

Life-cycle & Service Comms

BPM-CO0023Comms

Fulfillment & Testing

OptimisationProcesses

BPM-CO0013 Create New

Landing Page

Create new Sales Journey?

Yes

BPM-CO0014 Create New

Sales Journey

No

Yes

BPM-PPF002 Change Request

Yes

Business Systems

Do we need development?

Yes

BPM-PPF033 Configure, Customize,

QA

Decision

Yes

BPM-PPF033 Configure, Customize,

QA

No No

BPM-CO0018/19 Contact

Strategy/Segmentation

Ready to Test?No

BPM-CO0015Campaign Fulfillment

Yes

BPM-PPF034 UAT

BPM-PPF035 Deploy

BPM-PPF034 UAT

BPM-PPF035 Deploy

Do we need development?

NoNo

Yes

Everything work ok?No

BPM-PPF008 Multi-Channel

Comms Fulfillment

BPM-PPF010 New Order Payment

Fulfillment

BPM-PPF013 Order

Processing Fulfillment

Yes

Everything work ok? Yes

No

Finance Consulted

BPM-PPF002 Change Request

Do we need development?

Decision

Yes

BPM-PPF033 Configure, Customize,

QA

BPM-PPF034 UAT

BPM-PPF035 Deploy

No

No

BPM-CO0029 Agent

Training & Liaison

BPM-CO0029 Monitoring,

Trouble Shooting & Compliance

Customer Service

BPM-CS0079-93 Order

Processing

QSS CS Processes

BPM-CF0042 Closing

Month-End

FinanceProcesses

Edit/Approve proposed comms

Data & BI Consulted

BPM-CO0034 Script

Management

Agents briefed with access to

Knowledge

BPM-CO0032Update

Knowledge Base and Publish

Knowledge Articles

Published in MMA

Edit/Approve Landing page

& sales journey Option

Customer  journey,  Business  Processes  &  Data  Mapping  examples    

•  Interview, audit, document, define, validate business requirements & processes

•  Produce business cases, PIDs, PDDs and manage P&Ls

•  Creation of Knowledge bases and training materials

Bounce'Process'

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•  Summarise&opportuni7es&to&

improve&

Pain'points'and'service'barriers:'•  What&is&broken&

•  What&needs&fixing&

Organic'traffic'•  Direct/Bookmarked&

•  Search&

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•  Other&referral&

Land&&

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affiliates,&Display&

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any&help?&

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•  Do&you&need&any&help?&

•  Are&you&aware&of&X,&

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•  Do&you&need&any&help?&

•  Are&you&aware&of&X,&

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•  Do&you&need&any&help?&

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I&need&informa7on&

I&need&entertainment&

I&am&reading&the&

ar7cles&and&enjoying&

them&

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to&pay&for&this&

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me&to&pay&for&this&

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Seems'reasonable'

This&feels&like&a&lot&

This&feels&like&a&li`le&&

Seems'reasonable'

I&have&a&method&of&paying&

that&is&acceptable!&&

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I&am&proud&to&belong&to&the&

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strategy&by&channel&

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Segmenta7on&via&

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Product'bundle:'•  Print&

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Goals:'•  Register&

•  Subscribe&

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Page 17: Roost Overview Sep-16

Consistent Customer Experience

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Woman’s Weekly Live !

Consumer events and workshops

Community & Membership

Charity Events & World Record attempts have seen tens of thousands of WW followers interact with the brand

Events & Courses

The UK’s best selling magazine for mature women – 638k readers every week

Book Series

Books & Magazines

eCommerce

Page 18: Roost Overview Sep-16

Consistent Customer Experience

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eCommerce Comment, Debate & Community

Events Editorial

Jobs Insights

Page 19: Roost Overview Sep-16

Meeting Business Objectives

•  Top-level revenue growth ü  Ecommerce and Events ü  Membership and Subscription ü  Advertising

•  Collaborative working ü  Editorial ü  Publishing & Marketing ü  Customer service

•  Profit enhancing ü  Offset declining circulation and advertising revenues ü  Reduced operating costs

07/10/16 Roost Consulting limited 19

•  Building capability ü  Introduction of single customer view ü  Launch of subscription management platform ü  New cross-functional customer management team

established

•  Refining the operating model ü  Standardised and rationalised business rules and

processes ü  Formalised customer management strategy

•  Cost reduction ü  Net infrastructure savings

Page 20: Roost Overview Sep-16

Business Change & Transformation for Marketing, Sales & Service teams

Roost Consulting

For more information please contact me… [email protected] 07773 390610 LinkedIn


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