Multi channel communications & service delivery

Multi-Channel Communications 1

www.rowanwood.ca

613.761.6245

2001/01/17

Improve the way your service delivery channels connect

with the target audience

A look at integrated communications in the context of multi-channel service delivery.

Thom [email protected]

613.292.8183


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2001/01/17

AgendaIntroduction

Communication 101

The multi-channel challenge

Communicating with groups

Examples & Discussion

Conclusion

Strategy & Tools

Break


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INTRODUCTION

Communication 101




Conclusion

Strategy & Tools

Break


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Purpose

To stimulate thought and ideas about how to better “connect” with your audience.


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What are we talking about (1)

Assumption: With multi-channel service delivery choices that include: telephone, internet, email, fax, mail and kiosk —communication with your audiences can easily become splintered and dysfunctional.


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What are we talking about (2)

“Connecting” is really about:Transactions

Dialogue

Exchanging data, information and knowledge

This presentation looks at the communication side.


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Drivers

The Government of Canada Service Vision for Canadians says that good government:

Engages in multi-dimensional dialogue

Learns from citizens and equips them to participate in society

Anticipates and responds to client’s needs


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THE MULTI-CHANNEL CHALLENGE

Introduction

Communication 101



Conclusion

Strategy & Tools

Break


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Multi-channel…

Multi-channel service delivery means:Same services, several channels of choice

Focus on cost effective and audience preference

Multi-channel communications means:Integrating the messages across media

Use of an internet backbone as common source


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Today’s Reality

Using various channels at different times.

Web self servicePhone

Mail

KioskCounter

At least 3 or 4 different audience types.

Citizens in context

ClientsTaxpayer

From people and programs within an

organization

They are all Individuals seeking information and

services.

Accessing disparate information sources

Intranet

Databases

NotesTacit


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Tomorrow's Vision (fantasy ?)

Citizens in context Clients Taxpayer

Well understoodaudience types.

Phone Mail

Counter

Web self service

Kiosk

Using preferred channels at different times.

Integrated Service Layer (CRM/CMS/Internet Backbone)


organization

Intranet

Databases

NotesTacit

Accessing integrated information sources


services.


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2001/01/17

COMMUNICATION 101

Introduction




Conclusion

Strategy & Tools

Break


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Communication Model

A simple model

feedback

receiversenderencode

Decide what to say and how to say it.

transmit

Select and use a particular vehicle or vehicles for the message.

Perceptual barrier


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Perceptual barriers

Understanding and memory

Relates to somethingI care about

All messages compete for my attention

Message


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Communications Model Implications

The effectiveness of the message (encode), depends on how well it relates to receiver's interests.

The effectiveness of the vehicle used, (transmit) depends upon its ability to reach the receiver.

Together the vehicle and the message must get through the receiver’s filters to be understood.

encode transmit

Understanding and memory

Relates to somethingI care about

All messages compete for my attention

Message


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Understand the communication task

Unaware

Awareness

InterestDesire

ActionAdoption

There’s nothing wrong with the way I do it now.

Something is going on.

Others say this is a good thing.

I’m interested in learning more about it.

I should probably do this thing.

Ok let’s try it out.

How do I do this?

This is a good thing, the benefits are real and I am rewarded for my new behaviour.

To help your audience move along the adoption process

Adoption Model:Most individuals will go through these steps on the way to adopting a change.


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Communication approaches

Different approaches for different steps in the adoption process

Unaware

Awareness

Interest

Desire

ActionAdoption

Actual instructions or guidelines on

how to make the change.

Access to detailed

information and policies.

Feedback.

More detailed information

and examples.Personal contact may be required.

Broad based, lots of benefits

and directional pointers for

more information.


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Types of strategic communication

Outreach:Communications that push a message out to an audience. Needs to be creative and targeted.

Response:Communication that is being “pulled” by a request. Needs to be prompt, complete and appropriate.

Internal:Communication directed at folks within the organization. Needs to be direct and consistent with the above. (includes training & presentations)


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Branding in the context of government

A brand is: A mixture of attributes, tangible and intangible that identifies a program, service or organization. It includes, but is not limited to: name, symbol, and special designs.

Effective branding can: Help establish an environment of trust

Reduce confusion and aid understanding

Promote the organizational culture


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Effective branding requires

Expert design help

Deep understanding of audiences and services

An honest appraisal of corporate culture(where you are, where you want to be)

Diligent application and continuous policing


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Communication 101 Summary

The messages that have impact appeal to things that are important to people (communication model)

Beliefs and opinions can be strong (perceptual barriers)

The communication task and approach will vary depending upon where the audience is in the adoption process

Communication is cumulative and comes in many forms

Branding can be an important tool

Communication is two way


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COMMUNCIATING WITH GROUPS

Introduction

Communication 101



Conclusion

Strategy & Tools

Break


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Change within a group

0

5

10

15

20

25

30

35

40

Innovators 3%

Early Adopters14%

Early Majority34%

Late Majority34%

Laggards15%

Time

Diffusion of Innovation Model:Innovation includes any thought, behaviour, or thing that is new because it is qualitatively different from existing forms.

Communication

The majority will resist change


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Group Change Implications

Know where your audience is on the adoption curve

Different messages and approaches work best with different groups. i.e. Innovators may want to be seen as different or have a compelling reason to change. Laggards don’t care and like things the way they are.0

5

10

15

20

25

30

35

40

Early Adopters

Early Majority

Late Majority

Laggards Innovators

Time

If you are at the beginning, target the Innovators and Early Adopters.


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Group Change: Rate of change

Relative AdvantageCompatibilityComplexityTrialabilityObservability

Characteristics of innovation that affect the rate of change

0

5

10

15

20

25

30

35

40

Time


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Communication within the organization

Communication needs vary depending upon the organization level. In almost any size organization, there are three groups that need to communicate within themselves and between each other.

Leadership

Middle management

Line and operations

Stakeholders

Clients


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Communication needs

Clear VisionConsistent Actions

Visible Support

Simple PoliciesClear Instructions

Visible Accountability

Need consensus on on the vision and priorities.Key communication is interpersonal.Renegade leaders have little chance of real change.

Leadership Team

They need direction. Want to understand how priorities will affect them. How to makeit actionable.

Middle Management

They need help. Don’t care about management stuff.They have jobs to do!

Line Operations

Honest Feedback

Honest Feedback


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Information flows within the organization

Legend

LeadershipDM:ADMS ADMS:DGS

Middle Management:Directors and Managers

Matrix ManagerMiddle manager from “outside”

Line OperationsOfficers

Communication Paths

XLeadership Team

Middle Management

Line Operations


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Implication: Leadership team

Ideal

The ideal team has healthy communication between all members. They understand the whole as well as themselves. They know the goal and agree on how to get there.

Dysfunctional

Unfortunately the communication between many teams looks like this. Members do not understand each other and have different goals and agendas.

The imperativeLeadership must agree to communicate amongst themselves at all costs.

What to do?Build a common vision Do something

Publish a policy Call Rowanwood today….


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2001/01/17

Communication Summary

KnowWhere you are on the adoption curve

What groups you want to address

What level of organization you are dealing with

ChooseMessages that matter

Vehicles that work for your message and audience


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2001/01/17

BREAK

Introduction

Communication 101




Conclusion

Strategy & Tools


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STRATEGIES & TOOLS

Introduction

Communication 101




Conclusion

Break


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Creating a strategy

Strategy defines the

path.

There are many paths we can take


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What is strategy ?

A hypothetical system of components that when implemented together results in some kind of synergy.

It defines the target groups, sets the objectives and establishes guiding principals

It sets priorities and provides a focused point of change. Helps to keeps people aligned.


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2001/01/17

Today’s Reality (review)




organization



services.


Mail

KioskCounter


Intranet

Databases

NotesTacit


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2001/01/17




organization



services. Integrated Service Layer (CRM/CMS/Internet Backbone)

Tomorrow's Vision (review)


Phone Mail

CounterWeb self service

Kiosk

Intranet

Databases

NotesTacit

Outreach

Internal

Response


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5 Steps to success

5. Listening

1. Knowledge 2. Planning 3. Creation 4. Delivery


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Communications planning

AudienceNeeds

ChannelsServicesCultureGrow

Diagonal teamsObjectives

Strategic planMessage matrix

BrandingAdapt

ListeningResearch Monitoring Anecdotal

EncodeCreative

TestAdapt

TransmitMonitorAdapt

Knowledge Planning Creation Delivery


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Know your audience


Phone Mail


Kiosk

What are their preferred channels for interacting with you ?

What are the relevant segments for your organization?Issue Driven: I.e. health, safety, environmentAge Driven: children, youth, adults, seniors

Priority Driven: I.e. aboriginals, immigrants, other role


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Know their needs

They all want Service Efficiency and responsiveness.

What do they need that you have?

What should they know about that you can provide?


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Audience segment analysis

Client, Citizen, Taxpayer

By priority

By Issue

By age

What we wantWhat they wantSegment Description


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Example segment profileElected Officials: Mayors, Municipal Councils and Regional Government

e.g. 70% Internet, 25% phone, 5% mailPreferred Channel

Their awareness, enthusiasm and willingness to spend money, (even if it is only to save money). Councils to adopt the InfraGuide best practices and endorse the guide as a whole. Them to understand the idea of sustainable infrastructure and best practices.Use of best practices and knowledge of infrastructure issues in decision making. Referral of technical staff to site. In communities where staff is used to doing it the way they’ve always done it, we will need a strong enough enthusiasm on the part of the mayor in particular that he or shewill follow up on this referral.

Big picture stuff: how best practices contribute to building a sustainable community. How will this save me money? contribute to reduced lifecycle costs, etc, What’s in it for me if I endorse the guide? Examples of success and endorsement from other organizations, e.g. FMC. Easy access so they can learn quickly. Want to see that guide contributes to quality of life.

What we wantWhat they want

Make the major funding decisions and approve budgets, set the priorities. In general they should be interested in building sustainable communities and may be aware of the concept of best practices. There may be as many as 4000 Mayors and Councils in Canada. Typically M/F, 40+, university educated, Internet access is likely to be high either directly or through staff. In some regions there may be a regional government that manages portions of the infrastructure. Or there may be utilities that have boards as opposed to councils.


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Know your services

Services for which the government intervenes for the public good and safety of Canadians (Environmental protection, Emergency Preparedness, National defence).

Intervention

Services for which the value added is from the dialogue between the government and Canadians (e.g. community partnerships with non-governmental organizations helping the homeless).

Interaction

Services for which the end goal is the transfer and application of knowledge, enabling a citizen to be better informed and effecting a change in behaviour (e.g. Go-smoke Free Campaign, the Kyoto Accord).

Knowledge

Services that involve a binding exchange between government and Canadians (e.g. submitting tax returns, applying for Employment Insurance).Transaction

Services for which 1) information is provided about a service, program and/or transactions (e.g. information about EI eligibility); and 2) information is generated by the government for Canadians (e.g. weather updates, statistics).

Information

Government of Canada Service VisionService Type


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Map services to needs (Ministry of water and fish)

Inspections and seizuresInspections and warnings

Background and scienceAnnual QuotasCurrent conditionsSeasonal variations

Intervention

Commercial users interest group

Shared waterways community of interestInteraction

Spread the word programNew regulationsCatch and release program (outreach)Knowledge

Requests for informationLicense and reportingLicense

Transaction

Information

MediaCommercial UsersRecreational usersService TypeSegment

Inspections and seizuresInspections and warnings

Extranet/MeetingsExtranet

WebWeb/NewsletterAdvertising/Web/Trade Shows

Web/MailWeb/Kiosk

Background and scienceAnnual QuotasCurrent conditionsSeasonal variations

Ticket/Info packageTicket/info package

Intervention

Commercial users interest group

Shared waterways community of interestInteraction

Spread the word programNew regulationsCatch and release program (outreach)Knowledge

Requests for informationLicense and reportingLicense

Transaction

Web based media kitExtranet/NewsletterWeb/ PhoneInformation

MediaCommercial UsersRecreational usersService TypeSegment


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Build diagonal teams

Identify the people throughout the organization that deliver, create or guide messaging. Both intentional and unintentional.

Use teams of these folks to come up with the solution for your organization.


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Deliver consistent messages

Use the diagonal teams to create and validate:

The communication strategy

Messages for each audience group

Brand

Consensus of common themes


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The communication task

Were is your audience now? Where are your trying to move them?

Unaware

Awareness

Interest

Desire

ActionAdoption



Access to detailed


Feedback.



Broad based, lots of benefits


more information.


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2001/01/17

The message matrix

www.yourgovernment.govwww.yourgovernment.govKey message 3

Saves timeHelps you run your business better

Key message 2

It is more efficient, use of your tax dollars

Save time, do it at your desk Key message 1

Generate awareness of new internet serviceCommunication Task

CitizensClients


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Perception is reality

The role of communications in managing and meeting client expectations, an interactive moment…


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Media selection

Chose media vehicles that :Will reach your audience at the right time

Offer a suitable context for your message

Are capable of transmitting your message

OutreachTelevision

PrintOutdoor

Direct mailRadioTransitInternetOther

ResponseEmailMail

TelephoneCourier

Personal visitInternetOther

InternalInterpersonalRumour Mill

Email & Voice MailInternet

PresentationsPrintOther


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Listening

Communication means listening too— using measurement to improve your implementation.

Techniques: Listen to feedback

Research (establish baseline and compare)

Watch behavior

Build feedback into process


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Communications planning – summary

AudienceNeeds




BrandingAdapt


EncodeCreative

TestAdapt




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Less is more

A tight focus will result in more impact.

Find the simplicity on the other side of complexity.


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Strategies wrap up

Follow the five steps; Knowledge

Planning

Creation

Delivery

Listening.

Strive for simplicityPerception is reality


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EXAMPLES & DISCUSSION

Introduction

Communication 101



Conclusion

Strategy & Tools

Break


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The story so far…

Communication model

Adoption model

Outreach, response and internal work together

Diffusion of innovation in groups

Information needs and flows within

Knowledge, planning, creation, delivery, listening


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Interactive examples

The following slides review the material presented. With your participation we can put them into context.

Your organization


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Today’s Reality (review)




organization



services.


Mail

KioskCounter


Intranet

Databases

NotesTacit


www.rowanwood.ca

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2001/01/17




organization



services. Integrated Service Layer (CRM/CMS/Internet Backbone)

Tomorrow's Vision (review)


Phone Mail


Kiosk

Intranet

Databases

NotesTacit

Outreach

Internal

Response


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2001/01/17

Example: Diffusion Model

0

5

10

15

20

25

30

35

40

Early Adopters

Early Majority

Late Majority

Laggards Innovators

Where are you?


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Example: Adoption Model

Unaware

Awareness

Interest

Desire

ActionAdoption



Access to detailed


Feedback



Broad based lots of benefits


more information. Communication Goal: To help your audience move along the adoption process

#1

#2


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Example: Communication Model

encode transmit

feedback

receiversender

Decide what to say and how to say it.

Select and use a particular vehicle or vehicles for the message.


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2001/01/17

Example: Information Flows

Legend

LeadershipDM:ADMS ADMS:DGS

Middle Management:Directors and Managers

Matrix ManagerMiddle manager from “outside”

Line Operations

Communication Paths

XLeadership Team

Middle Management

Line Operations


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2001/01/17

Communications planning

AudienceNeeds




BrandingAdapt


EncodeCreative

TestAdapt




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Example: Wrap up


Diffusion model

Adoption model

Communication model

Information needs and flows

Communication planning


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CONCLUSION

Introduction

Communication 101




Strategy & Tools

Break


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Conclusion


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2001/01/17

Last slide

Thank youQuestions?

[email protected]

Multi channel communications & service delivery

Business

Transcript of Multi channel communications & service delivery