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Date Added: August 2006
1. Identify customers
- Evaluate current customers, prospective customers and lost customers. If there is a budgetary need to prioritize these, current customers should be first, prospective customers second, and finally, lost customers.2. Understand needs and perceptions
- Conduct qualitative and quantitative research with employees and customers, focusing on behaviors and attitudes. Use “Voice of the Customer” and “Voice of the Employee” processes, which identify, measure and implement customer-and employee-focused marketing communications.3. Develop brand positioning and messages
- After conducting research, define the brand’s market proposition. The brand positioning is the foundation for planning and creating a consistent dialogue with all touchpoints.4. Create a plan
- The marketing communications plan is a roadmap for achieving business objectives. Without this, organizations merely understand customers’ needs; they don’t have a focus, or the proper tactics to communicate.5. Align the organization
- The plan and brand positioning must include employee communications and be shared with employees so they understand it. The plan helps leaders manage internal communications and increase employee engagement. Engaged employees are more productive and provide better service to customers, resulting in higher customer loyalty.6. Measure the impact
- Continuously analyze customer and employee perceptions to determine if needs change, and to clearly measure increased productivity and success.