How to move your organisation into a cross-channel world

Anna Tamasi | 14^th October 2014

Lundbeck's Julie O'Donnell, Global Head of Digital Interaction Management and Tim White, Senior Director and Head of Global Customer Interaction Management, were speakers at the recent Eyeforpharma Multichannel Marketing Summit in London. Our UX Consultant Anna Tamasi attended their talk 'How to move your organisation into a cross-channel world' to learn more about their partnership approach with brands, the engagement across all departments, and how this has been their key success factor. In their talk, Julie and Tim went into detail about:

• How Lundbeck set-up training frameworks for skills and capabilities training to improve their digital communications
• How to put smart frameworks and the right technology that will be the foundation in creating the perfect customer experience.

During their research they found that a lot of buzzwords were being thrown into the conversation when talking about Multichannel Marketing. Lundbeck opted to ask people during a TweetChat what they really thought about MCM, and were surprised to find a lot of negativity.

It became clear that the focus needed to be on the HOW and not the WHAT. With this mindset, Lundbeck identified 4 barriers that marketers faced when trying to plan and execute a multichannel campaign:

• Digital gurus, innovators, pioneers, evangelists
• Show me, don't just tell me - don't focus solely on the bigger picture, but also on the steps required to get there.
• Just build an app - chasing the latest technology as a quick fix is not the answer. First they need to decide what it is we are trying to solve.
• Wrong people, wrong roles - do key people in their roles understand what it is they need to contribute? Are they the right people to include in your campaign?

The vision for multichannel marketing within Lundbeck has become a 4-step plan, this is WHAT they want to achieve:

• Know why you are doing it. Have a vision!
• Global customer interaction management
• Benchmark against UK to make a difference, look at those succeeding even if they're not in pharma!
• Reset ALL expectations

Now they know what it is they want to achieve, attention turns to HOW:

• Ongoing, proactive engagement across functions. It's important to celebrate and share all the "little" wins along the way to achieving the wider goal.
• Taking a partnership approach to completing the journey, step-by-step.
• Posting the right content, for the right audience, at the right time.
• Encourage collaboration between teams, share content and resources.
• Focus on simplicity, don't overcomplicate the tasks.

It's important to become a social pharma company; not just on Twitter and LinkedIn, but wherever a difference can be made. With a solid global social strategy it's possibly to demystify digital through robust and accessible training. By creating a central roadmap for implementing their digital interaction technology, it allows them to make the right decision based on business need, rather than being hurried into the 'latest trend'. Lastly, it's important for the HR strategy to echo the latest business needs and use insight to build on customer value.

The message Anna took away from this session was to perfect on your WHYs and WHATs rather than diving in head first. Bring it back to the start and focus on what it is you WANT to achieve, and build from there.

If you wait until there's another case study in your industry, you will be too late - Seth Godin

Click button below to view and download Anna's full sketchnote from this talk.