Customer-centric Communication
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Transcript of Customer-centric Communication
© K2 Global CommunicationsAll Rights Reserved
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Customer-centric Communications
Who are you? Who cares?
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Your Speaker
Amy KenigsbergPrincipal
Consultant
Bachelor of Journalism, magazine & newspaper journalismMBA20+ years in PR, marcom, and content marketingExperience ranges from the first Internet agency to GEindustries from alumni relations to telecom, internal and external commCo-founder, K2 Global Communications, international PR, social media, marcom, and content marketing
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The Critical WhoYour Customer
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The Customer Isn’t Always Right
The customer just IS
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What’s in it for me?
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If you cannot answer that question from your customer’s perspective, you won’t be in business very long.
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Customer-focused Messaging• FIRST• Needs • Desires• Role within the organization• Role across industries
• THEN THE PRODUCT
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Building Internal Consensus
Everyone must know “What’s in it for me”
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The Internal Audience
• Employees
• Every employee
• Every department
• Clerical to CEO
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Buy-in & Collaboration• Every single stakeholder MUST be included
• Every member of senior management and department heads
• Decisions MUST be made – What is the overall corporate messaging?
• Decisions MUST be implemented – This is the hard part.
• Whoever manages the process must be ready for the blame
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Requirements
•Consistent messages
•Buy-in
•OPEN communication channels
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Delivery Channels
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Be Aware of “Telephone”
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You’re NOT DONE• Need SYSTEMATIC, ongoing communications
• Daily/weekly newsletter• NOTHING formal
• Two-three sentence status updates from each department, e.g.• Sales lists potential customers
• Tech support lists issues for the sales engineer
• Marketing provides link to new version of product brochure
• Regular “Stand-up” meetings
• Ongoing communication to department heads regarding management initiatives
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All customer-facing team members need to be on the same page
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The Failed SaleInside sales rep has the customer ready to
buy – Based on information he received from the product manager
The inside sales rep schedules a follow-up call with the CTO. The CTO disputes every spec made to the customer by the sales rep
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Communicating with Your Customer
Make that first impression over and over and over and over and over and over again
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What Do You Want to Achieve?
• Drive more sales
• Too general
• Drive sales in markets A, B & C
• Too general
• Drives sales in markets A, B & C from C-level and project managers
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You all know the cliché
You only get one chance to make a first impression
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It’s a Lie!
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No one is going to notice your first impression
• They just got a text
• They are in traffic
• They are using What’s Up
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Pay Attention! (Not!)
Statistic Verification
Source: National Center for Biotechnology Information, U.S. National Library of
Medicine, The Associated Press
Research Date: April 2nd, 2015
The average attention span in 2015 8.25 seconds
The average attention span in 2000 12 seconds
The average attention span of a gold
fish9 seconds
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Customer Communications Channels• Website• Social media• Blog• Analyst report• Analyst blog• RSS• Newsletter• Print
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All Communications Should Appeal to Clearly Defined Audiences
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Reaching Your Targets
• You have your goal
• You know your audience
• Find out who is influencing them
• Journalists
• Bloggers
• Analysts
• Peers
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Multiple Audiences
•Clearly define the messages for each
• Separate efforts
• Separate materials
• Two landing pages/website sections, etc.
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Your Content Needs to Focus On
•News You Can Use
•Objective statistics that help the industry
•Content that adds to the conversation
•Controversial
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Social Media
• Friend-to-friend communications channels
• The medium is the message
• Social is political, commercial, promotional, self-indulgent
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Content Marketing
• The Ultimate “What’s in it for me” focus
• What information can you pass along to your customers that will
• Make their jobs easier
• Reduce the hassles they face
• Improve their lives
• Increase their wealth
• Reduce their stress
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Newsletters
• Still the #1 means of communications, with highest ROI
• No more than two per month – don’t want to be spam
• Headlines are critical – Free, sale, etc. filtered out
• Separate email boxes
• Recycle
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Conferences
• Make appointments in advance
• The ONLY time to meet journalist and analysts in person
• Make your booth fun
• KISS
• Export Institute - MWC & others
• EXPENSIVE
• Targeted
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Public Relations, K2 Style
Building relationships with influencers to create third-party endorsements, attracting customers to buy and/or repeat purchase
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Paid Opportunities
•Banner advertising
•Retargeting
•Newsletter sponsorship
•Video ads
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The ProcessGetting it Done
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Retarget with your content, not just your latest sale
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What’s in it for me??
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Everything needs to follow…
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Reduce: Get Down to Tachlis
•What information do you possess that can create objective reports for your industry?
• Use cases
• Customer statistics
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Reuse Your Content
• “Sell” it as a blog to a targeted media outlet
• Promote their usage on social media
• Put a link to their site on yours
• Send the content in your newsletter – with an “As seen in”
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Recycle• December comes every year
• Predictions
• Holidays
• Back to school
• Are the same people reading your blog?
• Do they even remember what you wrote?
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The Real Secret: Don’t Be a One-Hit Wonder
The Sales Channel Depends on LONG-TERM RELATIONSHIPS: Persistence, persistence, persistence
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A Bit More on Content Distribution
• Exclusivity v. “the masses”
• Type of impact v. quantity
• Check with your SEO expert (un-indexing, etc.)
• Target, target, target
• If published: Always post their link your website
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Measurement• Higher website traffic
• Consider quantity v. quality• Six visits – One registration
• Thousands of visits – Nothing
• More downloads
• Increase in newsletter subscribers
• Growth of conversion rates
• Incoming media inquiries
PR trade industry associations are still debating measurement standards after 30+ years
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Bonus SectionThe Little Things Mean a Lot
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What is News?
• Industry specific
• General
• Product news
• Corporate data
• Deals with major partners
• Company news
• Reputation building• Expertise
• Analysis
• Opinion
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NOT News
• We’re going to a show (unless…)
• We met with a potential investor
• We’re taking it on the road
• We’re joining 20 other Israeli companies at…
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The Press Release• Newsworthy only!• Be clear about your key messages
• What’s in it for me? Journalist/reader
• Inverted pyramid – get to the point• Who, what, when, where, why , how• Compelling writing gets read• Generate interest/tease, don’t bore or be overly granular• Human-sounding quotes only• Streamline the approval process
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“Local” Coverage• Israel
• A LOT OF COMPETITION
• DO NOT expect local coverage
• Foreign media based in Israel
• Approach on a one-to-one basis
• Potential success only on a slow news day after much persistence
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The Relationship with the Journalist
• She IS doing you a favor by speaking with you
• NEVER cancel unless a dire emergency
• Be prepared, especially for curves
• Most communication occurs by email• NEVER attach anything
• Get to the point, keep it short
• Use bold/underlining
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You are an Israeli Company…Or Not?• You ARE an Israeli company
• Politics
• NEUTRAL: “I don’t feel it would be fair or appropriate to use this as a political forum. Our focus is on sharing our technology to everyone’s benefit.”
• You AREN’T• R&D is in Israel
• Stick to the story
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Present a Professional Face• Have a professional, native English speaker review
your website
• While it may appear to be English, many Israeli sites are in “Heblish”• The cow brown that jumped over the moon.
• The brown cow jumped over the moon.
• He is getting into the place.
• He entered.
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Spelling Counts
•Any typo in a website or marketing material significantly reduces your credibility• If you cannot be bothered to spell correctly or have
your materials proofread, you’re undermining confidence in your company and products
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And Your Name Is?
• רוני
• Ronny
• Ronnie
• Roni
• Ronni
• Ronie
• Ronney
NEVER misspell anyone’s name• Ask how his/her name is spelled• Check LinkedIn, etc.
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Questions?Thanks!