Letter to my successor
It is with heartfelt joy that I take this opportunity to welcome you to the LINKS industry. As your predecessor, I feel that the course you are about to take up is a good one and that the shoes require the wearer to fit in; and, therefore, I consider it utterly significant to share with you some of the tips which aided in my success and that would enable you to calculate your bearings and get around appropriately in this field.
This is a new world, although not so different from the one you are used to, only that you get to handle an on-going high-tech business within the LINKS industry. You probably have your expectations on this job, but allow me to share with you some of the things to expect. You will be working together with the members of your team and thus having a direct competition with the other firms in the industry.
The LINKS requires movement from customer relationship management as this is important in the lifecycle of the organization, and you have to get ready to meet more innovations as well as challenges while you will be performing your duties.
You also need to know that, with the evolution of marketing automation and customer relationship management, some factors do a rise that affects campaign management and marketing decisions. Always keep in mind that the game’s dynamics is radically changing, and organizations currently get stiff competition to meet their user expectations which is always in the rise with modern technology.
I hereby urge you to support customer service operations by using the most appropriate and effective delivery channels, bearing in mind that ,today, proliferation of the internet Web has an inflation on customer expectations since they want their requests on services or information to be delivered to them as fast as possible in real-time.
Therefore you have to know that your management of customer relationship is deeply connected to the marketing strategies you will use. The channels you will use should incorporate data and the very current marketing technology for better rate of response.
It is also important to know that you will be compelled to back up customer service operations by using several delivery channels due to the increasing customer expectations, new technology and competitive forces.
The most important thing is improvement. Your main objective will be to ameliorate the overall financial, operating and market performance of the firm. With this in mind, you have to mind your attitudes, your feelings and your approach towards people and situations.
Most of the tasks within the firms are tackled by team members. Therefore, team dynamics has a great impact on the outcome. As a simulator, I realized that the team only performs exceptionally well when you play your cards right. By this I mean handling teammates in the appropriate manner. For instance, you have to ensure that you are organized in the best way possible to undertake the tasks lying ahead.
This is done by prioritizing the long-term well-being of the firm amongst the members; adequately exploring all relevant issues; giving clear explanations on proposals and objectives and listening to members and giving them support. Acknowledge everyone’s judgment and examine them.
Also, thoroughly look into the root of implications of ideas so as to resolve misunderstandings and differences. The latter comparatively strengthens and deepens work relationships. Do avoid mismanagement at all costs; be it of time, of finance or of the team members.
I have many successful events in this field. I had a lot of expectations when I joined the LINKS industry. I expected to grow in this field and I did that by learning quickly as I worked towards my goal. There was this task on marketing and logistics that I and my team had to undertake, and using the Analysis-Planning-Implementation-Evaluation cycle we managed to attain good results. This cycle enables you to analyze the current financial, operating and market performance; make decisions for the next round; implement them and finally evaluate the results.
This also happened because of the cooperation that we had within the team. As I had mentioned earlier, it is commendable to use those tips when working with your team on a project that you would like to attain good results.
Decision periods within links firm is quit hard to comprehend and it is most challenging since there is no known time of annual seasonality within LINKS product categories of interest. This makes the firm to vary somewhat at the closer of quarter three in its market position and financial positions. This problem becomes very challenging to solve because of the high number of competitors emulating each other exactly.
I found out that, Data integration across channels has been a problem with the LINKS. Since each delivery channel was typically viewed as a separate entity working on its own isolation, and each having its own data, information leverage was not possible across contact channels of multiple customers.
Provision of a consistent customer service experience was also not possible because of its less ambitious focus of customer data integration, which is in the channels of the firm, after sales support and purchase emphasizes instead of such. This makes customer data integration to be hard to control, because as a manager, I will not know which data to integrate and whether it is sufficient to integrate purchase data only or search data too, and which marketing activities benefits.
Integration also added overhead since it had to be administered, implemented and maintained independently of the customer actual service applications for every delivery channel. Therefore each time a change was made to a channel application, the complexity, problem and costs were magnified.
Understanding customer’s behavior in a multichannel environment was also very challenging to me as it became hard to determine customers channel choices, the channel attributes which were important and whether marketing communications influenced choice of a channel. It was also not easy to know whether a multichannel strategy grew sales for the firm.
Therefore, you should evaluate the data gathered to help you understand your customer decision processes. This will help you evaluate each channel performance and in knowing the contribution of any other additional channel in terms of profit and sales.
Extensive usage and investment in technology is also a challenge to multi-channel integration, since the LINKS has already invested a lot in technologies supporting different systems. Thus connecting all of them would require implementing integration at the enterprise level with a change in technology requiring a lot of money.
You should also know that marketers face a lot of problems when they choose enterprise-wide channel integration due to lack of cross channel expertise on part of marketers. Therefore marketers should overcome the hurdles of their own organization to cross channel- integration. This will help them to effectively achieved their targets by breaking down structural silos and learning more about best practices of integrated market that they need to know, to help them achieve coordinated campaigns and overcome other logistic challenges
I was also challenged in allocating resources across channels within LINKS, as it was difficult to know the optimal channel mix, how much money to be spent in developing and designing each channel, whether all competitor firms will offer the same channels to customers and finally whether the firms will differentiate their channel strategies.
Therefore, even though it is hard to control resource allocation across the LINKS, you should be able to coordinate the Links strategies to create synergies. It is also good to align channels to customer segments, and intertwine products and channels to help in driving efficiency.
Thus, developing an approach of current channel usage and future trend spreadsheet helps you in identifying the usage behaviors of the LINKS. This spreadsheet is important in identifying channel differentiation by comparing its efficiency against effectiveness. This helps in identifying when to expect low throughput, low cost, high throughput, low cost, high throughput, high cost and finally low throughput, high cost on the LINKS.
Chapman G. Randall. Links multi-channel management essentials simulation, revised 2014.