(BQ) Part 2 book "Behavioral marketing" has contents: Closing thoughts and the power of actions, success beyond the behavioral marketing basics; riding the wave - Career success powered by behavioral marketing; managing upwards - Socialize if you must, prove results every time,.and other contents. | WEBC08 07/23/2015 1:25:45 Page 83 8 Channel-Level Planning Delivering Insane Relevance Every Time A s an evangelist for Silverpop, I travel like an unadulterated fool. I see an average of just over 100 customers face-to-face annually, typically in their offices, and in three- to four-hour sessions with the entire marketing team. I live in Atlanta, so this requires me to get on a Delta jet extraordinarily often; usually I rack up about 180,000 SkyMiles a year. So you can imagine the breadth of my relationship with Delta Airlines. I am the epitome of the multichannel user of Delta’s offerings. On any given day I’m liable to open the iPhone app, dial up the call center, buy a ticket via my corporate travel portal or interact with Delta’s Twitter-based customer service reps. To call me channel schizophrenic would be a radical understatement. The good news for me—and for Delta’s business—is that they understand channel mix, and they do a nice job of eliminating friction out of many of my channel interactions. As a simple example, the interactive voice response (IVR) system auto-recognizes my caller ID number and greets me by name and loyalty level. From there, I’m routed to the correct group of reps (with an expedited hold time), who greet me by name again, and who have all my booked itineraries up on their screen. In most cases, Delta is 83 WEBC08 07/23/2015 1:25:45 Page 84 84 BEHAVIORAL MARKETING beginning to answer my question with a real human within 90 seconds of me dialing the 800 number. That’s pretty well tuned. So let’s look at the various channels we as marketers have at our disposal to influence the buying process. Each has its own strengths and weaknesses that can range greatly across different industries, and each comes with its own cost of operations. As you’ll see in the coming sections, understanding the cost implications versus the revenue potential is critical for defining how and when to invoke a
