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Customer Journey Management

 

Overview

This page contains overviews and an index of customer journey campaign processes that the customer journey manager is responsible for to set up, kick off, and execute a campaign according to TSL standards. The general role description and expectations of a manager are outlined here.

 

Campaign Lifecycle

  • Campaign sale and transfer to delivery team, assigned to manager (overview here)
  • Internal Kickoff Call (process here)
  • Customer Kickoff Call (process here)
    • Do we need a version specifically for PMC responder work?
  • Setup
    • Manager is preparing the call guide and requesting the contact data list that BDTM will use when calling.
  • In Market
    • Production Management 
      • BDTM are calling contacts and uncovering opportunities.
      • They are producing lead reports for each opportunity, and routing through for Quality Assurance/Proofreading then to the program manager to send to the customer.
      • The manager is holding recurring checkpoint calls to review campaign progress.
    • Performance Analysis
      • The manager is reviewing performance to find ways to optimize the campaign and improve volume and/or quality of lead delivery.
  • Completion
    • When the goal of the campaign has been reached, the manager creates a Final Data Report and reviews the information with the customer during the Final Data Call.

 

Campaign Setup

Draft notes: Create process flow charts that show setup activities in exact detail

What are the variables that cause the setup process to branch off into different processes? Are the processes and timing different enough between those paths to require separate setup flow charts to be as clear as possible about what the manager must do?

Variables:

  • List - we pull our own list for outbound calling, use a client-provided list for outbound calling, calling responders
  • Where we are calling out of
  • ?
  • What are the scenarios where the manager should reach out for SME support? I want to document processes in detail but explain when we need to rely on expertise to analyze a situation and complete a complex process. Eventually we can document those as well.

 

Budget allocation including commission & bonus structure

Call Guide development

Contact data setup

Setting up the contact Team in VS

Scheduling BDTM

Training and preparing systems so BDTM to start calling on a campaign

Clarizen project setup and forecast planning

 

In Market: Production Management (Internal and with Customer)

Draft notes: Create process flow charts for each campaign type (outbound, responder)

  • Where are contacts coming from?
  • What does the manager do to get them to the BDTM, when, and what systems are involved?
  • How are leads routed internally and to the customer?
  • Lead tracking/management - updating the progress report

Recurring/scheduled:

  • Weekly Monday - Tuesday (due Tuesday by noon): Clarizen project progress updates

 

 

In Market: Performance Analysis

Evaluate campaigns at the following times and take steps to improve as noted below. [ALL TYPES OF CAMPAIGNS?)

  • At the end of week 2:
    • List tollgate – Do we have a reach rate of 7+%?
      • If no/is lower than they need to look into why. Typical issues: company size to large or title level is higher than manager/director.
    • Lead Guarantee tollgate - If this is a lead guarantee campaign and we have called 40 hours and have not secured a lead, complete the Opportunity Identification Tollgate report (download here) and send it to Chris Koslowski and Lauren Langer.
  • At the end of week 4: Audience tollgate – Do we have a DNFA rate of less than 30%?
    • If no, then the audience isn’t a fit for the message (i.e. the titles we are targeting, or the industry aren’t a fit to have a need for the solution)
  • At the end of week 5: Message tollgate – Do we have a Not Interested rate of less than 25%?
    • If no/is higher, the message is not resonating, and we need to re-evaluate message expansion as the audience doesn’t feel they need the solution.

 

Completing a Campaign

  • Hold the "Final Data Call" which wraps up the campaign with the customer.

NOTE: consolidate into one page