Make In-Game Adjustments
In her new guide, “The New Rules of Multichannel Marketing,” Debra Ellis, president and founder of Wilson & Ellis Consulting, a management, marketing and operational solutions consulting firm, says conducting business as usual won’t work anymore. Your competitors are thinking up new ways to entice your customers, as technological advancements have created new channels and opportunities.
These new channels and technologies are creating a virtual marketplace when, where and how consumers want it, Ellis says. The companies that can best integrate their various channels into a seamless shopping experience will be those that realize growth and profitability. That said, use your available tools to build relationships instead of simply processing promotions and orders, she advises. To help your company accomplish this, follow her five rules below.
1. Leave everything better than you find it. Your company can no longer operate in silos. What happens in the marketing department affects the Web team; what happens in the warehouse affects the call center, and so forth. Teamwork and integration are essential ingredients for a successful multichannel marketing company today, Ellis says. Adopt the “leave it better” rule to reduce interdepartmental surprises. When this philosophy is accepted throughout your company, employees value the needs of the whole instead of themselves.
2. Disrupt ‘business as usual.’ The old rule, “if it isn’t broken, don’t fix it,” has been successfully challenged by a few disruptive thinkers, Ellis notes, citing such companies as Amazon, Netflix and Apple. But don’t just change for the sake of change. Build a unique business model by combining working strategies with new technology. Quietly make changes that improve customer interaction, she says.
3. Your best customers and products are losing value. Their value will continue to decline as channels and shopping opportunities continue to expand, Ellis warns. Prior to the growth of e-commerce, most consumers were confined to local retail or catalog shopping. Space and cost restrictions limited product selection. Consistent buying patterns emerged.
But this has all changed. Consumers now choose where, when and how they shop — not to mention what they pay. As a result, new buying patterns are starting to emerge. Adjust your principles to refine your priorities and manage your resources in this new global marketplace, she advises.
4. Use the shopping experience to keep customers coming back. If you don’t understand your customers, you won’t add value to your company, Ellis cautions. If sales and response rates are the central focus of your company, your business has become transaction-based. While return on investment is important, it’s a short-term gain. Long-term success requires loyalty, built through relationships with your customers, Ellis says. Define your customers’ needs; then work to meet them consistently.
5. Design business processes to improve customer and employee satisfaction. Your employees are the key to customer satisfaction, Ellis says. Provide them the necessary tools and empowerment to resolve issues, answer questions and interact with your customers. This rule involves a three-part process: analysis, elimination and enhancement.
Enhance the customer experience, improve employee morale and reduce costs. With lower incremental costs, you’ll be able to offer extended product lines and competitive pricing, Ellis notes. Automation of business processes improves productivity and reduces costs.
To read a summary of the guide, go to www.wilsonellisconsulting.com/newrulesmcm/newrulesmcmexec.htm .
