Welcome

Having just bought a new iPhone from CPW on Orange I am reminded of the importance of a good welcome process.

During the first 12 months of any relationship between a customer and a service brand it is estimated that 75% of all X-sell & up-sell happens and particularly in the early months churn risk is at it's highest.

Also the relationship is set. For example whether marketing permission is given for contact, whether key data is collected such as email addresses, etc.

In short welcome is the cornerstone of any CRM programme. Yet more resource is often focused on retention and mature customer up and cross sell.

Five quick rules:

1. Ring fence new customers and make welcome someone's responsibility, they will have to work X-functionally of course.

2. Work out what a successfully welcomed customer looks like, preferrably using behavioural rules to gauge engagement - these should be in line with your business aims and set your communication objectives.

3. Synergise service and marketing communications, ideally making them feel like part of the service.

4. Choreograph your channels and have a single contact strategy, preferably with the website at the heart of your welcome strategy.

5. Create a welcome dashboard with a holistic KPIs to track your progress.