1 Overview

Using bxp for marketing and communications purposes allows marketing teams not only to communicate but to be able to better measure response and provide the reassurance and auditability that activities are working.

2 The Communications Pyramid

A universal, useful and strategic reminder tool for Marketing departments and Directors alike is the communications pyramid.

There are three elements to business communication to remember and each are handled differently.

The Company. This is the strategic entity which all departments are working towards to help and improve.
The Customer. Ultimately the business or person who is paying money to the company for solutions (products and / or services)
The Staff. The people who deliver the solution (whether creating products, delivering services or all parts in-between, including suppliers)

Connecting each element of the pyramid is an important, separate branch of communication.

Company and Customer. This is usually the focus of traditional marketing departments. This includes the full "marketing mix" (the 4 to 7 Ps) and also all the different mediums.
Company and Staff. Often delegated from Marketing departments to operational departments. This side of the pyramid is to bring the message brought to customers, brought to the people who deliver the solutions.
Staff and Customer. The hardest to control form of communication as it requires the solution providers to "opt into" the vision and message of the company.

3 Applying bxp

3.1 The plan

As the widely respect Peter Druker can be quoted as saying "If you can't measure it, you can't manage it." bxp provides the measurement tools. Therefore working bxp into your marketing plan can provide you the metrics to measure success. bxp also provides tools to the marketing department that can seamlessly integrate with operations (with no overhead) to provide greater and more real time insight to the company's performance. However without an overall plan, metrics and targets, bxp's effectiveness can be limited to useful, isolated projects.

3.2 Company and Customer

3.2.1 Customer to Company

bxp has integrated the following tools available and focused to deliver Company and Customer solutions

OmniChannel Case management
- Phone line management and phone system integration
- Email / inbox management and metrics
- Social media direct contact management
- White mail management solutions
- Customer Relationship Management interfaces
- Logic and scripted solutions

Each of these tools allow the company to metric and manage internal KPIs, speed of response, first call resolution rates, etc,

3.2.2 Company to Customer

bxp has an integrated mass email and mass SMS communication suite with full audit history and tracking.

There is also a number of externally focused integrate-able tools such as post contact customer rating systems (Satmetrix, CES)

bxp can also be integrated with mobile and website solutions.

3.3 Company and Staff

3.3.1 Company to Staff

These tools are designed to help reinforce the messages of the marketing department and that of the board.

Short messages (no audit) : SMS and email engine for direct non-bxp messaging
Short messages (with audit) : Information Centre allows for grouped auditable message delivery
Medium and Long messages (with audit) : The eCourse module facilitates longer message with multimedia format delivery, along with audit and traceability.

Aligned with these tools are:

Voting : the ability to allow staff to vote on matters
Quality Control and Assurance : Operational suites of tools for providing feedback to staff on performance and ensuring delivery of solutions (product and services) to predesignated standards

3.3.2 Staff to Company

Suggestion box : to allow staff submit their ideas
eCourse topic discussions : to allow for more detailed conversations on a specific topic, process or procedures
Forms : allow health and safety, security, compliance, suggestions and any other form of staff to company communication to be managed.

3.4 Staff and Customer

Of all the elements controlling what the staff do when they are in front of a customer is impossible to control. Reinforcing messages from Company to Staff and then allowing the staff to deliver those messages is the goal. As part of the ability to measure, using interaction recordings, specifically quality control programs allow for explicit measurement of the communications, post contact.

bxp has the ability to integrate with numerous forms of communications tools including phone systems to allow real time prompting and process review, as well as quality control of audio recordings to vastly improve staff and customer interaction.

bxp also provides a full career path support solution suite to help staff develop their skills and competencies to maximise their effectiveness in interactions with customers.

4 Summary

Marketing departments have been around for decades and are essential to successful business operations. bxp augments marketing departments ability to measure solutions and therefore help put meaningful context on programs.

Most marketing departments will have some if not all these tools in place. Where bxp provides solutions to a large number of blue chip clients, our tool-set is ever evolving and is all in one place reducing reporting overheads, allowing centralised providing and making data mining and analytics skills available to often understaffed and under resourced departments.

Let us help you today. Contact us on +353 1 429 4000 or email us at support@bxpsoftware to see how we can reduce your workload and help you achieve your goals today.

Marketing - Communications Pyramid

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