Customer Life Cycle
Figure 3: Customer lifecycle, external objectives framework
Coat rack internal objectives
Figure 4: Internal quadrants, internal objectives framework
Of course, one goal does not exclude the other. However, it is good to prioritize these goals. From your information analysis, you already have an idea of what the organization wants to achieve and what the target group wants, but now it is important to translate this into online activities and channels.
For example, if the goal of your organization is to increase turnover, this can be done online, list to data for example by acquiring more customers or by increasing customer value (more turnover per customer). The first option could involve online discount campaigns via social media, the second option could involve cross- and upselling functions in your webshop or MY environment.
Increasing turnover can also be achieved by saving costs, by getting things in order internally. Think of efficient online methods of knowledge sharing and collaboration or relieving the burden on the HR department by enabling employees to view contract data themselves and request leave online.
What should online contribute most and least? If you present these choices and have them prioritized, for example by distributing €100, you have laid the foundation for subsequent steps in your online strategy. Based on the online goals, you then set objectives and KPIs (Key Performance Indicators). These are necessary to be able to test the success of your online efforts after realizing your online strategy. Examples of this can be found in figure 5.
Key Performance Indicators (KPIs) - Examples
Figure 5: Key Performance Indicators (KPIs) – examples
Online focus
You now know who you want to reach online. Now you have to determine where in the complicated online spectrum you are going to focus. A useful model for this is the communication focus model (see figure 6). Two basic ideas behind this model:
The closer to the core, the more control you have
The further away from the core, the more reach you have
Communication Focus Model
Figure 6: Communication Focus Model
In this model, the central point is the homepage/own website and/or intranet and own social media channels. The next layer consists of all sites that are related to the organization and fall under the organization's control. Think of subsites or (temporary) campaign sites. The following three layers fall (partly) outside the organization's control:
Partner/intermediary sites; these are third-party websites that, for example, refer to your website (think of a travel agency that works with a regular car rental company).
Open platforms: by this we mean theme-specific blogs and platforms on which it is interesting for organisations to communicate and discuss certain subjects. The frequently used comparison sites also fall under this shell.
Social media: the last layer concerns social media, where communication about the organization takes place (centrally, by employees, or by others).
We can indicate for each of the prioritized target groups where the focus lies. We do this by comparing objectives and media preferences as described in the persona. This way you determine online focus and you can deduce which resources you can use. Two examples:
Figure 7: Online focus per target group (examples)
Consequences and roadmap
You now know who you want to reach online and where you can do this online. But before you start planning all the necessary online activities, it is useful to first gain insight into the consequences of your plans.
Is the current technical infrastructure still sufficient? Is additional capacity needed to implement the plans? Is the level of knowledge up to standard (for example, to properly manage activities on social media)? Are new guidelines needed? Does content need to be rewritten? Do processes need to be changed (think of HR or CRM)? In any case, identify the consequences in the following areas:
technology
management
organization
knowledge and skills
communication
information
processes
In this way, you will not only visualize the necessary (further) development of online channels, but also the preconditions that are necessary to implement your online strategy. You will show both in a roadmap (see figure 8).
Roadmap
Figure 8: Roadmap with main and conditional activities