Content Strategy for Customer Correspondence
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Content Strategy for Customer Correspondence The customer experience you’re forgetting July 2nd, 2014 | Monica Rivera-Malpica
Transcript of Content Strategy for Customer Correspondence
Content Strategy for Customer CorrespondenceThe customer experience you’re forgetting
July 2nd, 2014 | Monica Rivera-Malpica
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The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20%. – Marketing Metrics
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It costs 6–7 times more to acquire a new customer than retain an existing one. – Bain & Company
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Purchase Delivery/
Installation
Awareness Consideration
Usage Billing
Post-SaleSupport/Complaint
Upgrade/Renew/Cancel
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Marketing
Purchase Delivery/
Installation
Awareness Consideration
Usage Billing
Post-SaleSupport/Complaint
Upgrade/Renew/Cancel
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Marketing
Purchase Delivery/
Installation
Awareness Consideration
Usage Billing
Post-SaleSupport/Complaint
Upgrade/Renew/Cancel
TechnicalCommunication
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Marketing
Purchase Delivery/
Installation
Awareness Consideration
Usage Billing
Post-SaleSupport/Complaint
Upgrade/Renew/Cancel
TechnicalCommunication
Customer Correspondence
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On timeWhen they need it
Information relevant to their situationConsistent across all channels
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But is that enough?
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Strategic Business Goals
Legacy Processes
Output Channels
Touchpoints
Customer Segmentation
Degree of Personalization
Number of Products/Usecase
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Purchase Delivery/
Installation
Awareness Consideration
Usage Billing
Post-SaleSupport/Complaint
Upgrade/Renew/Cancel
Monica Rivera-MalpicaSenior [email protected]@ri_mo_malegodo agDurlacher Allee 10976137 KarlsruheDeutschlandTel.: +49 721 66 592-292Mobile: +49 174 1880 485Fax: +49 721 66 592-1www.legodo.com
