Gen C and the Multichannel Marketing Imperative
Knox seconds that marketers must remember motivations—such as the need to be treated fairly. That's why it's imperative to be customer-centric.
As for how consumers now believe they're being treated, Carter says this: In 2008, about 11 percent of consumers rated customer experiences they'd had as "exceptional." Today, that number doesn't even reach 3 percent. She thinks that low percentage is due to companies maintaining customer communication in channel silos.
Grams says HRC communicates with donors across all channels, even though "our best channel is street canvassing."
For CitiMortgage, channel attribution is the Holy Grail, says Esther Janssen, the company's vice president of marketing performance. After CitiMortgage looks at incremental lift in each channel, allocations follow. "We're a very metrics-driven organization," she says.
Breaking down silos so budget allocation per channel actually meet customer needs meant aligning key performance indicators and taking a look at how compensation is tied to those channels, says Frances Barfoot, vice president of commercial strategic marketing and the marketing communications manager at Chubb & Son.
"We just started to put people all in the same boat, Barfoot says. That way, no one at Chubb & Son was on the shore, trying to direct the boat away from customer needs.