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[Strategic Interactive Marketing] [SIM Framework] [SIM Toolkit] [Interactive Mediums]

Strategic Interactive Marketing
 

Riding the Whirlwind is Managing Change's major report into the strategic use of the new interactive mediums within financial services, particularly insurance. It looks at how 1 to 1 marketing and mass customisation can be realised using the new interactive technologies like the internet, web-TV, kiosks, personal digital assistants, and home and mobile telephones. Creating the report involved interviewing many of the UK's leading insurance and bancassurance companies. From all this research Managing Change is developing an implementation framework.

Read more about Strategic Interactive Marketing (SIM) and the SIM Project. You can learn about the concepts and opportunities with 1 to 1 marketing, mass customisation, and the new interactive mediums, and in the STEP Analysis understand the environmental forces that are shaping SIM.

Find out about Managing Change's research findings in the on-line Executive Summary. Read the Preface and see the Contents of the full Riding the Whirlwind report, and then return as we make more of the report available on-line.

• Sections 1. Introduction, 2. Management Summary, 3. The Market Place, 4. Relationship Marketing,
  5. The Delivery Mediums and 6. Recommendations of the Riding the Whirlwind report are now available.

 

SIM Framework

For those actively wishing to exploit these new mediums, read about the SIM Framework, an implementation framework that takes a process view of the customer / product lifecycle. Using structured diagrams, the framework starts with an Overview and then takes you on a journey from the customer's perspective by means of a number of cycles. It begins with the Brand Development Cycle, recognising the power of brands and how they drive the Product/Service Development Cycle.

You will then move onto the Customer Relationship Cycle, starting with the Acquisition Cycle to embraces the important consumer activities like need recognition, information search, and evaluation of alternatives. The Customer Relationship Cycle is the pathway to Mass Customisation. It identifies 4 levels of customer interaction, intimacy and production: Mass Information, Mass Presentation, Mass Personalisation, and finally Mass Customisation.

Throughout all of these cycles, and at the core of SIM, is the Communications Cycle - interacting with customers to build trust and deepen relationships. The final cycles are the Servicing Cycle and the Disposal Cycle, both an opportunity to sell further Products and Services, and thus increase customer life time values. The framework concludes by looking at the Implementation Implications.

The SIM Framework is used together with the  SIM Methodology and the SIM Toolkit.

SIM Toolkit

Why re-invent the wheel when the industry leaders have already done it?
Far better to use the wheel to accomplish one's journey.

Managing Change will be using the recently published One to One Fieldbook from the industry leaders Don Peppers, Dr. Martha Rogers and Bob Dorf. Based on many years of successful one to one marketing, the Fieldbook contains practical tools for the three phases of  Design, Build and Manage. You can download and read their own summary (95K PDF file) or read a quick overview.

By combining Managing Change's Strategic SIM Methodology and Framework with practical implementation tools and techniques from Marketing 1 to 1 Inc. you and your company will know where you are going and how you will get there.

Interactive Mediums

New interactive technologies bring new opportunities to reach closer to your customers, to understand their wants, needs and aspirations, and then go on to satisfy them. Along the way you acquire true customer loyalty and increased life time value. The interactive technologies include the internet, interactive TV, mobile phones and personal digital assistants. Managing Change's original report covered all these and more. Since then, it has developed 2 in-depth analysis covering interactive TV and mobile devices. These two technologies are being acquired by households and individuals by the millions. They are going to have a profound impact on customer reach and service. They will bring the concept of Any time, Any where, Any how to fruition. This is also known as Martini Computing but we think Martini Service is a much better term.

  

Support Topics

Follow this link for the support topics of Business Process Improvement, and Organisational Change

There you can read an introduction to the following, or alternatively click below to go direct:
 

Read about Managing Change's national award for its work in establishing HANTSDOC.	The Knowledge Partnership for leveraging knowledge and becoming customer focused.	Using the SCIPIO Methodology, Managing Change can undertake your business analysis, requirements definition, and development.	Managing Change's research into BPR and Organisational Change.

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