Right-channeling: How to apply a customer service concept to marketingby
Ed Hadley looks at how organisations can apply the customer service concept of 'right-channeling' to marketing campaign management.
While right-channeling may be a well-worn phrase within customer service departments, it is one that is only just beginning to enter the lexicon of marketers.
- Campaign type – What type of marketing campaign are you planning and does it lend itself to particular channels? For instance, direct mail and telemarketing wouldn’t be very appropriate for a flash sale, given its time-sensitive nature. Email, mobile, and social media, on the other hand, would.
- Customer value – Not all customers are created equally. You might set up your marketing campaigns so that platinum customers receive a message via one channel, gold customers via another, and everyone else via a third. This approach allows you to balance value with cost.
- Channel preference – When possible, customers should receive messages through their preferred channel. If credit card customers have indicated that they would like to receive fraud alerts via their mobile, don’t send them an email (unless you’ve also sent them a text message). Adhering to customer preference can help maintain satisfaction and boost response rates.
- Customer intimacy – Customer intimacy can play a role in deciding which channels to use in your marketing campaigns. For instance, because it’s more intrusive, mobile might not be appropriate for customers that don’t have a strong relationship with your brand.
- Response history – If a customer consistently responds to messages via one channel but not another, use this response data to drive channel selection for subsequent campaigns. Past performance can be a strong indicator of future success.
- Channel capacity – Telemarketing generates good results for many organisations, but the channel is limited by capacity. You could pass a specific percentage of customers to the call centre based on available capacity, and then funnel the rest to another channel.
- Cost/budget – Higher-cost channels like direct mail should be spent on customers and/or campaigns with the highest revenue potential. If a customer hasn’t responded to previous campaigns, for instance, you might send them email versus squandering direct mail budget.