This is a heavy presentation used to support a half day conference workshop way back in 2004. It presents the Multi-channel challenge, some communications 101 stuff, and some ideas on how to create an effective multi-channel strategy.

1. Improve the way your
service delivery channels connect
with the target audience
A look at integrated communications
in the context of multi-channel service delivery. www.rowanwood.ca
613.761.6245
Thom Kearney
Thom.kearney@rowanwood.ca
613.292.8183
2001/01/17 Multi-Channel Communications 1

2. Agenda
Introduction
The multi-channel challenge
Communication 101
Communicating with groups
Break www.rowanwood.ca
613.761.6245
Strategy & Tools
Examples & Discussion
Conclusion
2001/01/17 Multi-Channel Communications 2

3. INTRODUCTION
The multi-channel challenge
Communication 101
Communicating with groups
Break
Strategy & Tools www.rowanwood.ca
613.761.6245
Examples & Discussion
Conclusion
2001/01/17 Multi-Channel Communications 3

4. Purpose
To stimulate thought and ideas about how to better
“connect” with your audience.
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 4

5. What are we talking about (1)
Assumption:
With multi-channel service delivery choices that include:
telephone, internet, email, fax, mail and kiosk —
communication with your audiences can easily become
splintered and dysfunctional.
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 5

6. What are we talking about (2)
“Connecting” is really about:
Transactions
Dialogue
Exchanging data, information and knowledge
This presentation looks at the communication side.
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 6

7. Drivers
The Government of Canada Service Vision for
Canadians says that good government:
Engages in multi-dimensional dialogue
Learns from citizens and equips them to
participate in society
Anticipates and responds to client’s needs www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 7

8. Introduction
THE MULTI-CHANNEL CHALLENGE
Communication 101
Communicating with groups
Break
www.rowanwood.ca
Strategy & Tools 613.761.6245
Examples & Discussion
Conclusion
2001/01/17 Multi-Channel Communications 8

9. Multi-channel…
Multi-channel service delivery means:
Same services, several channels of choice
Focus on cost effective and audience preference
Multi-channel communications means:
Integrating the messages across media
Use of an internet backbone as common source www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 9

10. Today’s Reality
At least 3 or 4 different
audience types.
Citizens in context Taxpayer
Clients
Using various channels
at different times.
Mail
Phone Kiosk
Web self service
They are all Counter
Individuals seeking
information and
services.
From people and www.rowanwood.ca
programs within an 613.761.6245
organization
Accessing disparate
information sources
Intranet Notes
Tacit
Databases
2001/01/17 Multi-Channel Communications 10

11. Tomorrow's Vision (fantasy ?)
Well understood
audience types.
Citizens in context Clients Taxpayer
Using preferred channels
Phone
at different times. Mail
Kiosk
Web self service
They are all Counter
Individuals seeking
information and
services.
Integrated Service Layer (CRM/CMS/Internet Backbone)
www.rowanwood.ca
613.761.6245
From people and
programs within an
organization
Accessing integrated
Intranet Notes
information sources
Tacit
Databases
2001/01/17 Multi-Channel Communications 11

12. Introduction
The multi-channel challenge
COMMUNICATION 101
Communicating with groups
Break www.rowanwood.ca
613.761.6245
Strategy & Tools
Examples & Discussion
Conclusion
2001/01/17 Multi-Channel Communications 12

13. Communication Model
A simple model
Perceptual
barrier
encode transmit
sender receiver
Select and
Decide what
use a
to say and
particular
how to say it.
vehicle or
vehicles for
www.rowanwood.ca
the message.
613.761.6245
feedback
2001/01/17 Multi-Channel Communications 13

14. Perceptual barriers
All messages compete
for my attention
ge
sa
Relates to something Mes
I care about
Understanding
and memory
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 14

15. Communications Model Implications
encode transmit
The effectiveness of the message (encode), depends on
how well it relates to receiver's interests.
The effectiveness of the vehicle used, (transmit) depends
upon its ability to reach the receiver.
Together the vehicle and the message must get through
www.rowanwood.ca
the receiver’s filters to be understood. 613.761.6245
All messages compete
for my attention
e
ag
ss
Relates to something
I care about
Me
Understanding
and memory
2001/01/17 Multi-Channel Communications 15

16. Understand the communication task
Adoption Model:
Most individuals will go through these steps
Adoption
on the way to adopting a change.
Action This is a good
thing, the
Desire Ok let’s try it benefits are
out. real and I am
Interest I should rewarded for
probably do How do I do my new
Something is this thing. this? behaviour.
Awareness going on.
I’m interested
Unaware Others say
in learning
more about it. this is a good
There’s
thing.
nothing wrong
with the way I www.rowanwood.ca
do it now. 613.761.6245
To help your audience move along the adoption process
2001/01/17 Multi-Channel Communications 16

17. Communication approaches
Different approaches for different steps in the
adoption process
Adoption
Action
Desire
Interest
Awareness
Actual
Unaware instructions or
guidelines on www.rowanwood.ca
how to make the 613.761.6245
More detailed change.
Broad based, information Access to
lots of benefits and examples. detailed
and Personal contact information and
directional may be required. policies.
pointers for
Feedback.
more information.
2001/01/17 Multi-Channel Communications 17

18. Types of strategic communication
Outreach:
Communications that push a message out to an audience.
Needs to be creative and targeted.
Response:
Communication that is being “pulled” by a request. Needs
to be prompt, complete and appropriate.
www.rowanwood.ca
613.761.6245
Internal:
Communication directed at folks within the organization.
Needs to be direct and consistent with the above. (includes
training & presentations)
2001/01/17 Multi-Channel Communications 18

19. Branding in the context of government
A brand is:
A mixture of attributes, tangible and intangible that
identifies a program, service or organization. It includes,
but is not limited to: name, symbol, and special designs.
Effective branding can:
Help establish an environment of trust
Reduce confusion and aid understanding
www.rowanwood.ca
Promote the organizational culture 613.761.6245
2001/01/17 Multi-Channel Communications 19

20. Effective branding requires
Expert design help
Deep understanding of audiences and services
An honest appraisal of corporate culture
(where you are, where you want to be)
Diligent application and continuous policing
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 20

21. Communication 101 Summary
The messages that have impact appeal to
things that are important to people (communication model)
Beliefs and opinions can be strong (perceptual barriers)
The communication task and approach will vary depending
upon where the audience is in the adoption process
Communication is cumulative and comes
in many forms
Branding can be an important tool www.rowanwood.ca
613.761.6245
Communication is two way
2001/01/17 Multi-Channel Communications 21

22. Introduction
The multi-channel challenge
Communication 101
COMMUNCIATING WITH GROUPS
Break
www.rowanwood.ca
Strategy & Tools
613.761.6245
Examples & Discussion
Conclusion
2001/01/17 Multi-Channel Communications 22

23. Change within a group
Diffusion of Innovation Model:
Innovation includes any thought, behaviour, or thing that is new because it is
qualitatively different from existing forms.
40
The majority will resist change
35
30
25
20
15 Communication www.rowanwood.ca
613.761.6245
10
5
0
Innovators Early Adopters Early Majority Late Majority Laggards
3% 14% 34% 34% 15%
Time
2001/01/17 Multi-Channel Communications 23

24. Group Change Implications
Know where your audience is on the adoption curve
Innovators Laggards
40
35 Early Early Late Different messages and approaches
30 Adopters Majority Majority work best with different groups.
25
i.e. Innovators may want to be seen
20
15
as different or have a compelling
10 reason to change. Laggards don’t
5 care and like things the way they
0
are. www.rowanwood.ca
Time 613.761.6245
If you are at the beginning,
target the Innovators and Early
Adopters.
2001/01/17 Multi-Channel Communications 24

25. Group Change: Rate of change
Characteristics of innovation that affect the rate of change
40
35 Relative Advantage
30
25 Compatibility
20
15 Complexity
10
5 Trialability
0
Time
Observability www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 25

26. Communication within the organization
Communication needs vary depending upon the
organization level.
In almost any size organization, there are three groups that
need to communicate within themselves and between each
other.
Stakeholders
Leadership
Middle management www.rowanwood.ca
613.761.6245
Line and operations
Clients
2001/01/17 Multi-Channel Communications 26

27. Communication needs
Leadership Team
Need consensus on on the vision and priorities.
Key communication is interpersonal.
Renegade leaders have little chance of real change.
Clear Vision Honest
Consistent Actions Feedback
Visible Support
Middle Management
They need direction. Want to understand
how priorities will affect them. How to make
it actionable.
www.rowanwood.ca
Simple Policies Honest
Clear Instructions Feedback 613.761.6245
Visible Accountability
Line Operations
They need help.
Don’t care about management stuff.
They have jobs to do!
2001/01/17 Multi-Channel Communications 27

28. Information flows within the organization
X
Leadership Team
Middle Management
www.rowanwood.ca
613.761.6245
Line Operations
Legend Communication Paths
Leadership Middle Management: Matrix Manager Line Operations
DM:ADMS ADMS:DGS Directors and Managers Middle manager from “outside” Officers
2001/01/17 Multi-Channel Communications 28

29. Implication: Leadership team
Ideal Dysfunctional
The ideal team has healthy Unfortunately the communication
communication between all members. between many teams looks like this.
They understand the whole as well as Members do not understand each other
themselves. They know the goal and and have different goals and agendas.
agree on how to get there.
The imperative www.rowanwood.ca
613.761.6245
Leadership must agree to communicate amongst themselves at all costs.
What to do?
Build a common vision Do something
Publish a policy Call Rowanwood today….
2001/01/17 Multi-Channel Communications 29

30. Communication Summary
Know
Where you are on the adoption curve
What groups you want to address
What level of organization you are dealing with
Choose
Messages that matter www.rowanwood.ca
613.761.6245
Vehicles that work for your message and audience
2001/01/17 Multi-Channel Communications 30

31. Introduction
The multi-channel challenge
Communication 101
Communicating with groups
BREAK
www.rowanwood.ca
Strategy & Tools 613.761.6245
Examples & Discussion
Conclusion
2001/01/17 Multi-Channel Communications 31

32. Introduction
The multi-channel challenge
Communication 101
Communicating with groups
Break
www.rowanwood.ca
STRATEGIES & TOOLS 613.761.6245
Examples & Discussion
Conclusion
2001/01/17 Multi-Channel Communications 32

33. Creating a strategy
There are many paths we can take
Strategy
defines the
path.
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 33

34. What is strategy ?
A hypothetical system of components that
when implemented together results in some
kind of synergy.
It defines the target groups, sets the
objectives and establishes guiding principals
It sets priorities and provides a focused point
www.rowanwood.ca
of change. Helps to keeps people aligned. 613.761.6245
2001/01/17 Multi-Channel Communications 34

35. Today’s Reality (review)
At least 3 or 4 different
audience types.
Citizens in context Clients Taxpayer
Using various channels
at different times.
Mail
Phone Kiosk
Web self service
They are all Counter
Individuals seeking
information and
services.
From people and www.rowanwood.ca
programs within an 613.761.6245
organization
Accessing disparate
information sources
Intranet Notes
Tacit
Databases
2001/01/17 Multi-Channel Communications 35

36. Tomorrow's Vision (review)
Well understood
audience types.
Citizens in context Clients Taxpayer
Using preferred channels
at different times.
Phone Mail
Kiosk
Web self service
Outreach Counter
They are all
Individuals seeking Response
information and
services.
Integrated Service Layer (CRM/CMS/Internet Backbone)
From people and www.rowanwood.ca
programs within an
organization 613.761.6245
Internal Intranet Notes
Accessing integrated Tacit
information sources Databases
2001/01/17 Multi-Channel Communications 36

37. 5 Steps to success
1. Knowledge 2. Planning 3. Creation 4. Delivery
5. Listening
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 37

38. Communications planning
Knowledge Planning Creation Delivery
Audience Diagonal teams Encode Transmit
Needs Objectives Creative Monitor
Channels Strategic plan Test Adapt
Services Message matrix Adapt
Culture Branding
Grow Adapt
www.rowanwood.ca
613.761.6245
Listening
Research Monitoring Anecdotal
2001/01/17 Multi-Channel Communications 38

39. Know your audience
Citizens in context Clients Taxpayer
What are the relevant segments for your organization?
Issue Driven: I.e. health, safety, environment
Age Driven: children, youth, adults, seniors
Priority Driven: I.e. aboriginals, immigrants, other role
www.rowanwood.ca
Phone Mail
613.761.6245
Kiosk
Web self service
Counter
What are their preferred channels for interacting with you ?
2001/01/17 Multi-Channel Communications 39

40. Know their needs
They all want Service Efficiency and responsiveness.
What do they need that you have?
What should they know about that you can provide?
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 40

41. Audience segment analysis
Client, Citizen, Taxpayer
Segment What they want What we want
Description
By age
By Issue
By priority
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 41

42. Example segment profile
Elected Officials: Mayors, Municipal Councils and Regional Government
Make the major funding decisions and approve budgets, set the priorities. In general they should be
interested in building sustainable communities and may be aware of the concept of best practices. There may
be as many as 4000 Mayors and Councils in Canada. Typically M/F, 40+, university educated, Internet
access is likely to be high either directly or through staff. In some regions there may be a regional
government that manages portions of the infrastructure. Or there may be utilities that have boards as
opposed to councils.
What they want What we want
Big picture stuff: how best practices contribute to building a Their awareness, enthusiasm and willingness to spend money,
sustainable community. How will this save me money? (even if it is only to save money). Councils to adopt the
contribute to reduced lifecycle costs, etc, What’s in it for me if I InfraGuide best practices and endorse the guide as a whole.
endorse the guide? Examples of success and endorsement Them to understand the idea of sustainable infrastructure and
from other organizations, e.g. FMC. Easy access so they can best practices.Use of best practices and knowledge of www.rowanwood.ca
learn quickly. Want to see that guide contributes to quality of infrastructure issues in decision making. Referral of technical
life. staff to site. In communities where staff is used to doing it the 613.761.6245
way they’ve always done it, we will need a strong enough
enthusiasm on the part of the mayor in particular that he or she
will follow up on this referral.
Preferred Channel e.g. 70% Internet, 25% phone, 5% mail
2001/01/17 Multi-Channel Communications 42

43. Know your services
Service Type Government of Canada Service Vision
Services for which 1) information is provided about a service, program and/or
Information transactions (e.g. information about EI eligibility); and 2) information is generated
by the government for Canadians (e.g. weather updates, statistics).
Services that involve a binding exchange between government and Canadians
Transaction (e.g. submitting tax returns, applying for Employment Insurance).
Services for which the end goal is the transfer and application of knowledge,
Knowledge enabling a citizen to be better informed and effecting a change in behaviour (e.g.
Go-smoke Free Campaign, the Kyoto Accord).
www.rowanwood.ca
Services for which the value added is from the dialogue between the government
Interaction and Canadians (e.g. community partnerships with non-governmental 613.761.6245
organizations helping the homeless).
Services for which the government intervenes for the public good and safety of
Intervention Canadians (Environmental protection, Emergency Preparedness, National
defence).
2001/01/17 Multi-Channel Communications 43

44. Map services to needs (Ministry of water and fish)
Service Type Recreational users Commercial Users Media
Segment
Current conditions Annual Quotas Background and science
Information Seasonal variations
Web/ Phone Extranet/Newsletter Web based media kit
License License and reporting Requests for information
License License and reporting Requests for information
Transaction
Transaction
Web/Kiosk Web/Mail
Catch and release program New regulations Spread the word program
Catch and release program New regulations Spread the word program
(outreach)
Knowledge (outreach)
Knowledge
Advertising/Web/Trade Web/Newsletter Web
Shows www.rowanwood.ca
Shared waterways Commercial users interest 613.761.6245
Shared waterways
community of interest Commercial users interest
group
Interaction community of interest group
Interaction
Extranet Extranet/Meetings
Inspections and warnings Inspections and seizures
Inspections and warnings Inspections and seizures
Intervention
Intervention Ticket/info package Ticket/Info package
2001/01/17 Multi-Channel Communications 44

45. Build diagonal teams
Identify the people throughout the organization that deliver,
create or guide messaging. Both intentional and www.rowanwood.ca
613.761.6245
unintentional.
Use teams of these folks to come up with the solution for
your organization.
2001/01/17 Multi-Channel Communications 45

46. Deliver consistent messages
Use the diagonal teams to create
and validate:
The communication strategy
Messages for each audience group
Brand
Consensus of common themes www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 46

47. The communication task
Were is your audience now?
Where are your trying to move them?
Adoption
Action
Desire
Interest
Awareness
Actual
Unaware instructions or
guidelines on www.rowanwood.ca
how to make the 613.761.6245
More detailed change.
Broad based, information Access to
lots of benefits and examples. detailed
and Personal contact information and
directional may be required. policies.
pointers for
Feedback.
more information.
2001/01/17 Multi-Channel Communications 47

48. The message matrix
Clients Citizens
Communication Task Generate awareness of new internet service
Key message 1 Save time, do it at your desk It is more efficient, use of your
tax dollars
Key message 2 Helps you run your business Saves time
better
Key message 3 www.yourgovernment.gov www.yourgovernment.gov
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 48

49. Perception is reality
The role of communications in managing
and meeting client expectations, an
interactive moment…
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 49

50. Media selection
Chose media vehicles that :
Will reach your audience at the right time
Offer a suitable context for your message
Are capable of transmitting your message
Outreach Response Internal
Television Email Interpersonal
Print Mail Rumour Mill www.rowanwood.ca
Outdoor Telephone Email & Voice Mail 613.761.6245
Direct mail Courier Internet
Radio Personal visit Presentations
Transit Internet Print
Internet Other Other
Other
2001/01/17 Multi-Channel Communications 50

51. Listening
Communication means listening too— using measurement
to improve your implementation.
Techniques:
Listen to feedback
Research (establish baseline and compare)
Watch behavior
Build feedback into process www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 51

52. Communications planning – summary
Knowledge Planning Creation Delivery
Audience Diagonal teams Encode Transmit
Needs Objectives Creative Monitor
Channels Strategic plan Test Adapt
Services Message matrix Adapt
Culture Branding
Grow Adapt
www.rowanwood.ca
613.761.6245
Listening
Research Monitoring Anecdotal
2001/01/17 Multi-Channel Communications 52

53. Less is more
A tight focus will result in more impact.
Find the simplicity on the other side of complexity.
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 53

54. Strategies wrap up
Follow the five steps;
Knowledge
Planning
Creation
Delivery
Listening.
www.rowanwood.ca
Strive for simplicity 613.761.6245
Perception is reality
2001/01/17 Multi-Channel Communications 54

55. Introduction
The multi-channel challenge
Communication 101
Communicating with groups
Break
Strategy & Tools www.rowanwood.ca
613.761.6245
EXAMPLES & DISCUSSION
Conclusion
2001/01/17 Multi-Channel Communications 55

56. The story so far…
Communication model
Adoption model
Outreach, response and internal work together
Diffusion of innovation in groups
Information needs and flows within
Knowledge, planning, creation, delivery, listening
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 56

57. Interactive examples
Your organization
The following slides review the material presented.
With your participation we can put them into context.
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 57

58. Today’s Reality (review)
At least 3 or 4 different
audience types.
Citizens in context Clients Taxpayer
Using various channels
at different times.
Mail
Phone Kiosk
Web self service
They are all Counter
Individuals seeking
information and
services.
From people and www.rowanwood.ca
programs within an 613.761.6245
organization
Accessing disparate
information sources
Intranet Notes
Tacit
Databases
2001/01/17 Multi-Channel Communications 58

59. Tomorrow's Vision (review)
Well understood
audience types.
Citizens in context Clients Taxpayer
Using preferred channels
at different times.
Phone Mail
Kiosk
Web self service
Outreach Counter
They are all
Individuals seeking Response
information and
services.
Integrated Service Layer (CRM/CMS/Internet Backbone)
From people and www.rowanwood.ca
programs within an
organization 613.761.6245
Internal Intranet Notes
Accessing integrated Tacit
information sources Databases
2001/01/17 Multi-Channel Communications 59

60. Example: Diffusion Model
Innovators Laggards
40
Early Early Late
35
Adopters Majority Majority
30
25
20
15
10
5
0
www.rowanwood.ca
613.761.6245
Where are you?
2001/01/17 Multi-Channel Communications 60

61. Example: Adoption Model
#1 Adoption
Action
Desire
#2 Interest
Awareness
Actual
Unaware instructions or
guidelines on
how to make the
More detailed change.
www.rowanwood.ca
Broad based information Access to
lots of benefits and examples. detailed 613.761.6245
and Personal contact information and
directional may be required. policies.
pointers for
Feedback
more information.
Communication Goal:
To help your audience move along the adoption process
2001/01/17 Multi-Channel Communications 61

62. Example: Communication Model
encode transmit
sender receiver
feedback
www.rowanwood.ca
613.761.6245
Decide what to say Select and use a
and how to say it. particular vehicle or
vehicles for the
message.
2001/01/17 Multi-Channel Communications 62

63. Example: Information Flows
Leadership Team
X
Middle Management
www.rowanwood.ca
613.761.6245
Line Operations
Legend Communication Paths
Matrix Manager Leadership Middle Management: Line Operations
Middle manager from “outside” DM:ADMS ADMS:DGS Directors and Managers
2001/01/17 Multi-Channel Communications 63

64. Communications planning
Knowledge Planning Creation Delivery
Audience Diagonal teams Encode Transmit
Needs Objectives Creative Monitor
Channels Strategic plan Test Adapt
Services Message matrix Adapt
Culture Branding
Grow Adapt
www.rowanwood.ca
613.761.6245
Listening
Research Monitoring Anecdotal
2001/01/17 Multi-Channel Communications 64

65. Example: Wrap up
The multi-channel challenge
Diffusion model
Adoption model
Communication model
Information needs and flows
Communication planning
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 65

66. Introduction
The multi-channel challenge
Communication 101
Communicating with groups
Break
Strategy & Tools www.rowanwood.ca
613.761.6245
Examples & Discussion
CONCLUSION
2001/01/17 Multi-Channel Communications 66

67. Conclusion
www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 67

68. Last slide
Thank you
Questions?
thom.kearney@rowanwood.ca
613.292.8183 www.rowanwood.ca
613.761.6245
2001/01/17 Multi-Channel Communications 68