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Automated
engagement

Marketing automation

We help you assess, plan and implement data, analytics and marketing technology solutions to automate marketing activity and customer engagement.

 

In response to rapidly changing consumer behaviours and the proliferation of multichannel communication, marketing departments and their peers have to transform their operation to maintain effective communication.  As this challenge becomes more and more complex, with the need for more and more intelligence, many businesses (large and small) want to automate their marketing communications.

 

Marketing automation uses software to perform repetitive tasks such as e-mail, social media, and other website actions.  The technology makes these tasks easier; however, very few solutions that provide everything, so business change and process redesign are a necessity to make any automation a success.

 

We use our first-hand experience to help companies understand the real benefits of marketing automation, using new strategies, technologies, data, and analytics.  Our pragmatic and technology agnostic approach allows us to recommend the best way to adopt automation that works for your organisation and automate the aspects of the process that will provide the best results and he greatest benefit.

 

Specifically, we work with clients:

  • to audit their organisation and technology and assess their maturity

  • to develop and implement strategies and approaches to acquire customers and increase their value, engagement, and loyalty

  • to guide technology choices, selection criteria, and vendor selection processes

  • to define the implications of different operating models, including roles, organisation structures and operating processes

  • to develop roadmaps to remove silos of specialist systems and create an end-to-end platform

  • to solve the data connectivity challenge that arises from developing a data strategy

  • to develop collaboration plans to bridge strategy and marketing execution.

Click here for more information or if you would like to discuss this in more detail.

 
Self serve

 

Providing a self-service option to a customer or employee can be an efficient and cost effective way of increasing satisfaction and advocacy.

 

If it is planned and implemented correctly, a self-service strategy can remove the need for multiple interactions in transactional and service based engagements.  Control is passed to an end user, which removes the need for your staff and processes to be engaged.

 

However, if self-service is not handled correctly the consequences can be severe, increasing the overhead and requiring more people.  Most organisations struggle to transform their processes and practices to achieve self-service; they rely on legacy approaches, technology and silo working practices.

 

Our approach brings together business analysis, process design, technology, marketing, communications and operations to create a roadmap that allows a business to adopt self-service quickly.  We remove immediate pain points, develop internal organisational structure and processes, and create long-term plans to improve data and technology.

 

Self-service can provide:

  • Improved customer experience.

  • Increased speed and efficiency of service.

  • Reduced service costs (cost to serve).

  • Increased customer advocacy.

  • A single customer view.

Click here for more information or if you would like to discuss this in more detail.

 
eCommerce

 

Online channels can prove cost effective and open up access to global markets.

However, providing an ecommerce capability for your business requires more than just choosing and purchasing technology.  The way your business operates can have a fundamental impact on trading through digital channels.  We help our clients create end to end trading strategies that ensure all aspects of the trading experience are fit for purpose and integrated.

Planning
  • Audience profiling.

  • Product categorisation.

  • Buying and merchandising.

  • Competitor and industry analysis.

Business processing
  • Product selection and information management (PIM).

  • Pricing and promotions (static and dynamic).

  • Order management fulfilment processing.

  • International sales and delivery planning.

  • Warehouse and supplier optimisation.

Implementation
  • Initial implementation and continued development.

  • Process design and development.

  • Requirement specification and vendor selection.

  • Technology assessment and architecture review.

Conversion optimisation
  • Commercial modelling and analysis.

  • Conversion flow.

  • Promotional optimisation.

Whether you already have an ecommerce capability that you want to improve or you are considering ecommerce for the first time, our collaborative approach ensures that you consider both the advantages and the potential disadvantages.

Potential advantages:

  • Opening new markets.

  • Increased efficiency.

  • Reduced cost of sale.

  • Increased market availability (24/7).

  • Improved service for smaller customers.

  • Paperless processing and dynamic pricing.

 

Potential disadvantages:

  • The effect on staff and internal organisational structures.

  • Increased demand and competition.

  • Increased commercial visibility and competition.

  • Internal operational functions are ill prepared - manufacturing, buying and merchandising, marketing and customer services.

  • Technology investment and change in service quality/perception.

 

Click here for more information or if you would like to discuss this in more detail.

 

Get in touch

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email: amccallum@collinsongrant.com

mobile: 07715 495724

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