The Cobblestone Approach

The Four Keys

The combination of Personalized Content, Business Intelligence, Content Delivery and Event Driven Communications is made possible by the marriage of technology, strategy and process management.

Personalized Content

Personalized Content is a critical component of customer relationship management, but also one of the most challenging to accomplish. From the customer perspective, the characteristics of trust, understanding, and familiarity are the foundation of a strong, lasting relationship. A solid competitive advantage comes from learning about customers and utilizing that knowledge to create a personalized experience. Leverage the data you already collect and learn how to gather additional information to strengthen your ability to customize.

Business Intelligence

In a world where the information about a transaction is almost as important as the transaction itself, intelligence equals power. Exploring your customer base will allow you to determine your most profitable and most growable customers, calculate the potential value of each customer, determining buying habits, attitudes and trends. With any program, it is imperative that benchmarks and expectations be identified and then applied against actual results. This is how we know what is working and what needs more attention.

Content Delivery

Content Delivery via multiple channels affords customers the choice of preferred communications levels and provides marketers with the opportunity to present a stronger message with greater control over the timing of each impression. True corporate leaders will distinguish themselves in the coming years by their ability to deliver consistent customer services across multiple sales, marketing and support channels. The best marketers will provide consistent messages across online, print and email channels and will understand their customers enough to employ the appropriate combination of media.

Event Driven Communications

Event Driven Communications focuses on customer interactions or events. An event can be a purchase transaction, registering for a warranty, joining a loyalty program, opting-in to a newsletter, or a phone call to ask a question. Essentially, it can be defined as any form of interaction or set of circumstances that exists between the company and its customers, which can be detected and then acted upon. In order to take advantage of the benefits of an event driven communications strategy, the appropriate infrastructure must be in place in advance of the event, enabling ‘near real-time’ reaction. Supporting processes and related business rules need to be established and clearly defined to execute on a time sensitive strategy.