Traditionally different internal teams have purchased technologies to meet their specific needs. For example you may have a direct response team that uses a CRM platform and a media team that uses a data management platform for media buying. The platforms, the data and the processes are not integrated. This can result in a disjointed customer experience as well as a lot of waste.

To help marketers teams collaborate around a single customer experience, we have created a customer engagement architecture. This is a modular, scalable, customizable approach that integrates data, technology and process.

 

WHAT WE DO

Four-stage, Customer Engagement Architecture

  1. Start with the customer: Our engagement architecture starts with your customer.  We help you develop and prioritize segments, understand your customer’s most important journeys. We want to capture the things that you customers love and the things that are frustrating. We also want to be mindful of their decision making process and purchase criteria.  With this in hand, we create a vision of your optimal customer engagement strategy. This may include aligning paid media, sales, customer service and contact centers.  Then based on the vision we design use cases from your customers perspective. This establishes a customer-centric foundation that informs everything else.
  2. Get your technology right: We start by identifying the technology that is needed to deliver the desired use cases. We take inventory of what you already have and identify capabilities and gaps.  We then help clients develop a technology strategy that makes sense. It could include making the most with what you already have and/or sourcing new technologies.
  3. Harness data: With your use cases and tech stack in hand, we take inventory of your current data assets and assess your current state. From there we develop a plan that could include cleaning data, augmenting data and/or identity resolution. We work with clients to develop an integrated data strategy that enables optimal customer engagement and where everyone recognizes one source of truth.
  4. Develop Cross-Team Processes: With use cases, technology and data connected we develop workflows for your teams to engage with customers in an orchestrated manner.  We also help with critical areas such as developing the appropriate governance structure.

 

GO-TO-MARKET STRATEGIES

Optimizing Route-to-Market: We bring experience designing route-to-market strategies including international expansion plans.

 

Category Management: We help marketers and retailers develop data-driven Category Management programs and Shopper Marketing programs.

 

Account-Based Marketing: B2B sales has evolved significantly in recent years.  Data fuels targeting and delivering personalized engagement.  We have developed Account-Based Marketing strategies that nurture your best prospects, help win new clients as well as deliver value to existing accounts.

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