Customer communication
Strategic direction for a one-to-one customer programme, measured properly.
Setting the strategic direction for a one-to-one customer communication programme with measurable ROI and net positive results. A short brief, honestly described.
- Focus
- One-to-one customer communication
- Measure
- Measurable ROI
- Outcome
- Net positive results
The situation
Nestlé wanted strategic direction for a one-to-one customer communication programme.
There is not much more to say about it publicly than that, so this page will not pretend otherwise.
The approach
- 01
Set the direction first
Agree what the programme was for, and what commercial outcome it was expected to move, before deciding what to send anyone.
- 02
Decide the measure up front
ROI defined at the start, so the programme could be judged on evidence rather than activity.
The client's view
Anton is a highly intelligent, ethical, and passionate person. He was invaluable in the success my team achieved. He set the strategic direction and helped me develop a program for one-to-one communication with our consumers which truly measured ROI and achieved net positive results.
The result
- A one-to-one customer communication programme with a clear strategic direction.
- Measurable ROI, with net positive results.
Who was involved
What this work is
Marketing Advisory, in practice
The Nestlé engagement is one example of how this kind of work runs. The approach is sized to the decision, not to a retainer.
See how marketing advisory works →Read next
All nine pieces of Selected Work →- Independent adviceESR Group, A six-week global CMS and martech review with nothing to sell at the end of it.
- Brand positioningAltius Group, Six business units, one position, three times the size in two years.
- Customer valueBest & Less, 1.3 million customers analysed to find where the money actually was.
Recognise any of this in your own business?
No brief required. Start with the situation you're facing.