Strategic Communications Plan

Description

This is an example of this assignment Introduction               This assignment is to serve as a written communication based on the previously submitted Strategic Communications Plan. The example communication below is an email to my director advising him of a problem that has been found and a proposal for a project to fix the problem. Further information about the channel and style will be explained at the end of this paper[SC1] .   In the communication below there are callouts to an attached PowerPoint file. For the purposes of this assignment, screenshots have been inserted as a reference. Please keep in mind that in the actual communication the screen shots will not be integrated in the message but simply attached as a file.   Communication Example Email subject line to read: Guiding Customers to Self-Service Options | Project Proposal Good afternoon John,   As you know, I’ve been working with the Channel Strategy team to identify customer trends that can be useful in making data driven decisions that can be utilized in making improvements to the customer experience.   There are a few main takeaways here for you: 1.      Customers are not utilizing the existing self-service options on the Help Center web page, even though feedback from them and internal data suggests they are looking for it. 2.      The non-use of existing self-service options is causing us to waste resources when it comes to assisting customers with general policy maintenance. 3.      To resolve this, the proposal for a solution is a small-scale project to have the website updated around customer experience best practices that will guide customers to the self-service options and encourage their use.   I’d like to take a moment here and expand on the key takeaways.   First, in reference to customers wanting to utilize self-service, there are two things that need to be pointed out. Number 1, customer feedback forms show a pattern of customers indicating that they don’t want to waste their time calling us to resolve simple policy maintenance issues. They are indicating that they want to be able to address their tasks on their own. Number 2, our internal data team was able to identify that (of people who log into their account) a high number of customers who call the customer contact centers, started out initially on the website. They tended to average just a few clicks before reverting[SC2]  to a phone call. This is consistent with research in the industry: ●       According to Dixon from the Harvard Business Review, across industries, fully 81% of all customers attempt to take care of matters themselves before reaching out to a live representative. (1[SC3] ) ●       According to Zendesk, 67% of respondents prefer self-service over speaking to a company representative. (2)   Second, looking at how this lack of self-service utilization plays into our resource use: ●       The data team was able to verify that over 55% of phone calls (ranging from 3-7 minutes in length) to the customer service centers are on simple payment tasks (making a payment, checking a payment/refund status, suspending/setting up autopay). All of these tasks have self-service options available online. o   Please see the attached slide provided for the detailed breakdown by the data team   So, lastly, the proposal to address this issue is to launch a short-term project in conjunction with the My Account team to have the website updated. I am aware that any changes will need to be reviewed and approved by the My Account Team, the CX (customer experience) team, and our legal department. However, in the attached slides there is an initial proposal for the changes that can be used as an example as we present this idea up the chain of command[SC4] .        What’s next? I am adding this to the agenda for further discussion in our next weekly meeting. However, I hope this email serves as an initial notice and gives you a chance to start thinking it over.   If you agree with this analysis and proposal and feel sold on the idea of this moving to the next level, please let me know and I will have Shawn’s secretary set something up in his calendar.   If you have questions please feel free to respond to this email, or bring them to the weekly meeting.   Thanks,   Jason Sachs, CAPM, AIC Claims Innovation Research Consultant   Channel and Style             The channel for this specific communication is that of email. This channel was chosen as it is currently the established norm in the organization. Should this proposal be moved to future stages, this initial email serves as a starting point in the chain for anyone added to the project later[SC5]  on and puts it in writing. This is also the preferred channel for the initial target audience. As a Director, I see a very high demand on their schedule. Communicating via email allows them to keep organized and not lose track of work going on in and around the department.               The style chosen for this specific communication was that of tell/sell. According to Munter, the best time to utilize the tell/sell style is when there is information to be explained to the audience (3) that is already known. In this case, the research initial research has been concluded and an interpretation of the data is pointing to a possible solution. The role of this communication is to present this information to the audience and use the data to advocate for the proposed solution.   Feedback (from week 7) Pending[SC6]     [SC1]This is a helpful start in that it clarifies purpose. It works.  [SC2]First notation is Jason is responding to all the prompts 1) completely/thoroughly 2) with perfect proofing (essential to passing) 3) in formal tones except where address is direct.  [SC3]Jason has correctly included intext citations for ideas borrowed from others. Sticking a reference page on a paper or worse, a website, is a zero in the rubric b/c it is incorrect. Intext and reference must match and both be present.  [SC4]I’ll be encouraging Jason to share his slideshow, as well. I think you’re seeing that graduate work is detail oriented.  [SC5]Note how channel and style are 6 pages in. A paper that simply says “I’m the best person for the job” cannot pass b/c it is NOT the assignment.  [SC6]Note how this section requires feedback from both me and you.