Activate your data to engage your consumers!
Posted: Thu Dec 05, 2024 7:05 am
With our partner Avanci, we offered you a Workout webinar on the construction of activation scenarios capable of optimizing the customer journey and engagement. A look back at the methodology presented and the use cases to draw inspiration from!
Activate your data to engage your consumers!
Why create a personalized customer relationship?
Why create a personalized customer relationship?
If brands are increasingly looking to build a strong and personalized bahrain whatsapp number data 5 million customer relationship, it is because the expectations of modern consumers have evolved. From the paradigm of the traditional 4 Ps of marketing: Product, Price, Place, Promotion, we have moved on to 4 new Ps. We are talking about Pleasure (often linked to positive emotions: laughter, pride, etc.), Practice ( to save time, money, and efficiency), Thought ( to understand the world and oneself) and Sharing ( connecting with others, reassuring oneself, being part of a reassuring group.
Emotional marketing does indeed have its place. A study by Capgemini ( 2017 – Loyalty Deciphered - How emotions drive genuine engagement? ) reveals that brands that have created an emotional connection with their customers can see their annual turnover increase by 5% and strengthen their loyalty rate: “81% of consumers who engage on an emotional level will promote the brand to those around them and will spend more: 70% of them say they are ready to spend up to twice as much on products from a brand to which they are loyal.” And this customer loyalty is an essential source of growth. Especially when we have the following figures in mind: gaining 5% customer loyalty is equivalent to a 15% increase in profits ( Fred Reicheld – Cabinet Bain & Co ).
To differentiate themselves, brands must now provide experiences and emotions to their consumers. By customer experience, we define the customer's perception of the relationship they have with a brand at each point of contact, before, during and after their purchase. Note that if customers have a positive experience, they will be more likely to share their experience and recommend the brand to those around them. According to Forrester , companies that have placed customer experience at the heart of their concerns multiply their brand awareness by 1.6, the average order value by 1.9; their return on investment by 1.9 and their customer satisfaction rate by 1.6. In the era of digital interactions and disembodied consumption methods, consumers are looking for relationships, experience and humanity.
Data: the key to a personalized customer relationship
At the heart of experience and personalization is the exploitation and activation of relevant data. The large amount of data available to marketers is an opportunity to exploit. According to McKinsey , an e-retailer that fully exploits the potential of its data would increase its operating margin by +60%. However, in reality, consumers too often experience customer experiences that offer unsuitable offers, excessive retargeting, mass email campaigns, etc. without demonstrating customer recognition. For the customer, these are all interactions that promote the development of feelings of saturation, harassment, intrusion, and dissatisfaction.
The problem? The data sources are huge but they are still siloed.
Thus, web browsing data will end up in data analysis tools (analytical platforms), store visit/direct marketing data will end up in CRM tools, interactions (call center, email retargeting, etc.) will be concentrated on email platforms, sales in ERPs, etc. Often, this data is not reconsolidated and therefore does not allow marketers to obtain a coherent vision of a customer journey as a whole. Which directly harms the creation of a satisfactory customer experience.
Data: the key to a personalized customer relationship
Misusing Data: 4 Mistakes to Avoid
Data management, quality and processing are the key to a successful customer relationship. Here are 4 pitfalls to avoid to get the most out of your data:
Exploiting your data in silosExploiting your data in a silo Background
Exploiting your data in silos
If your data is being used in silos, be aware of this to ensure that it is being used properly.
Use of false or missing dataUse of false or missing data Background
Use of false or missing data
remember to carefully check the quality of the data collected.
Customer unification often partialCustomer unification often partial Background
Customer unification often partial
Communicate your customers' actions. If one of them visits a store of your brand and at the same time subscribes to your newsletter, do not send them two communications in parallel.
Incorrect or partial analysis of dataIncorrect or partial analysis of Background data
Incorrect or partial analysis of data
Marketing data is not always accurate, you need to ensure its veracity before activating it.
What are the Data and CRM challenges?
Real thinking needs to start to help you improve the collection and use of your data:
What data collection do you use? Ask yourself about the data sources (web, mobile, social networks, retail, e-commerce, CRM)
How to govern this collection? Consider the storage, exploitation and security options (GDPR) for this data.
What can be done to enhance their value? Think in terms of customer knowledge, profiling, scoring and targeting.
What data to activate? Depending on your loyalty, acquisition, CRM onboarding or interaction personalization objectives.
What kind of management should you use? Define your analysis, visualization, ROI, KPI indicators
For what possible optimization? Performance, Profits, marketing costs.
From this first reflection three decisions must emerge:
1/ transform information into knowledge
2/ transform this knowledge into actions
3/ and these actions in profits
What are the Data and CRM challenges?
The 6-step methodology
The 6-step methodology
6 steps to question the exploitation and activation of your data:
CRM strategy => identify customer journeys and think about the journeys you want to build
Data Sourcing => think about the data you will need
Data Management => ask yourself the question of data management: how to organize it?
Customer knowledge => how to gain customer knowledge?
Marketing automation => which campaigns to implement?
Piloting
It’s not enough to acquire technology to gain marketing relevance. You first need to think carefully in advance about the different steps to put in place to offer suitable experiences and campaigns.
Typically, depending on the lifecycle of your customers , marketing communications will differ. When you address a Prospect at the beginning of the cycle, you will adopt a conquest plan, when you interact with a new customer you will favor a conversion plan, for a loyal customer it will be a question of converting them into ambassadors through loyalty/retention plans, for abandoners or inactive customers you will begin reactivation plans…
Any ideas for marketing activation scenarios?
Data is at the heart of building the CRM plan. To build your scenarios, you must first ensure the availability of:
- data to activate and targeting data to address your communications,
- trigger data to initiate marketing action,
- personalization data to push the right content at the right times and to the right people,
- and finally interrupt data to stop your automatic loops.
=> Valued data is data that is easy to activate for a quality customer experience
Using 2 fictitious use cases, we suggest you think about ideas for activation scenarios to improve the customer experience and the engagement of your consumers.
Mia(ou)m is a pet food retailer . Its objective: Build a relationship program to personalize customer relations and adapt to customer preferences. 2 scenarios proposed: personalized welcome pack and kibble stock alert.
Zoro is a ready-to-wear brand. Its objective: to improve conversion by personalizing its messages and adapting communications to the customer's preferred universe to engage them. 2 scenarios proposed: abandoned cart reminder and repurchase deadline exceeded.
Mia(ou)m: personalized welcome packMia(ou)m: welcome personalized pack Background
Mia(ou)m: personalized welcome pack
Implementation of an automatic Welcome program. Upon subscription to the Mia(ou)m newsletter or upon creation of the customer account: automatic sending of a welcome campaign (with welcome offer for example) or if the customer cannot be contacted by email, sending of the offer by SMS.
Communication is personalized based on segments of appetite for a species of animal (customer appetite for cats, dogs or rodents). The display is conditioned according to the preferences collected on the customer profile. Depending on the opening of the email and the customer's reaction, exit the scenario or send a campaign "it's not too late to take advantage of your welcome offer".
Mia(ou)m: kibble stock alertMia(ou)m: kibble stock alert Background
Mia(ou)m: kibble stock alert
The idea is to prevent customer need by setting up an alert "your stock of kibble is almost empty". This is a scenario adapted to the duration of consumption of the product. Targeting on customers who ordered two weeks ago and who can be contacted by email => Sending a communication adapted according to the size of the packet of kibble purchased (if XL packet wait one more week before sending the alert email).
Zoro: abandoned cart recoveryZoro: Relaunch Abandoned Cart Background
Zoro: abandoned cart recovery
This type of scenario assumes that you have recognized your visitors who leave abandoned carts (customers who already have an account for example). => Send an automatic email to all customers who have abandoned their cart during the day. => You can communicate about free delivery, about the adaptation of your customer service to the period (like in confinement for example, the idea is to reassure your potential customer to convert them).
Activate your data to engage your consumers!
Why create a personalized customer relationship?
Why create a personalized customer relationship?
If brands are increasingly looking to build a strong and personalized bahrain whatsapp number data 5 million customer relationship, it is because the expectations of modern consumers have evolved. From the paradigm of the traditional 4 Ps of marketing: Product, Price, Place, Promotion, we have moved on to 4 new Ps. We are talking about Pleasure (often linked to positive emotions: laughter, pride, etc.), Practice ( to save time, money, and efficiency), Thought ( to understand the world and oneself) and Sharing ( connecting with others, reassuring oneself, being part of a reassuring group.
Emotional marketing does indeed have its place. A study by Capgemini ( 2017 – Loyalty Deciphered - How emotions drive genuine engagement? ) reveals that brands that have created an emotional connection with their customers can see their annual turnover increase by 5% and strengthen their loyalty rate: “81% of consumers who engage on an emotional level will promote the brand to those around them and will spend more: 70% of them say they are ready to spend up to twice as much on products from a brand to which they are loyal.” And this customer loyalty is an essential source of growth. Especially when we have the following figures in mind: gaining 5% customer loyalty is equivalent to a 15% increase in profits ( Fred Reicheld – Cabinet Bain & Co ).
To differentiate themselves, brands must now provide experiences and emotions to their consumers. By customer experience, we define the customer's perception of the relationship they have with a brand at each point of contact, before, during and after their purchase. Note that if customers have a positive experience, they will be more likely to share their experience and recommend the brand to those around them. According to Forrester , companies that have placed customer experience at the heart of their concerns multiply their brand awareness by 1.6, the average order value by 1.9; their return on investment by 1.9 and their customer satisfaction rate by 1.6. In the era of digital interactions and disembodied consumption methods, consumers are looking for relationships, experience and humanity.
Data: the key to a personalized customer relationship
At the heart of experience and personalization is the exploitation and activation of relevant data. The large amount of data available to marketers is an opportunity to exploit. According to McKinsey , an e-retailer that fully exploits the potential of its data would increase its operating margin by +60%. However, in reality, consumers too often experience customer experiences that offer unsuitable offers, excessive retargeting, mass email campaigns, etc. without demonstrating customer recognition. For the customer, these are all interactions that promote the development of feelings of saturation, harassment, intrusion, and dissatisfaction.
The problem? The data sources are huge but they are still siloed.
Thus, web browsing data will end up in data analysis tools (analytical platforms), store visit/direct marketing data will end up in CRM tools, interactions (call center, email retargeting, etc.) will be concentrated on email platforms, sales in ERPs, etc. Often, this data is not reconsolidated and therefore does not allow marketers to obtain a coherent vision of a customer journey as a whole. Which directly harms the creation of a satisfactory customer experience.
Data: the key to a personalized customer relationship
Misusing Data: 4 Mistakes to Avoid
Data management, quality and processing are the key to a successful customer relationship. Here are 4 pitfalls to avoid to get the most out of your data:
Exploiting your data in silosExploiting your data in a silo Background
Exploiting your data in silos
If your data is being used in silos, be aware of this to ensure that it is being used properly.
Use of false or missing dataUse of false or missing data Background
Use of false or missing data
remember to carefully check the quality of the data collected.
Customer unification often partialCustomer unification often partial Background
Customer unification often partial
Communicate your customers' actions. If one of them visits a store of your brand and at the same time subscribes to your newsletter, do not send them two communications in parallel.
Incorrect or partial analysis of dataIncorrect or partial analysis of Background data
Incorrect or partial analysis of data
Marketing data is not always accurate, you need to ensure its veracity before activating it.
What are the Data and CRM challenges?
Real thinking needs to start to help you improve the collection and use of your data:
What data collection do you use? Ask yourself about the data sources (web, mobile, social networks, retail, e-commerce, CRM)
How to govern this collection? Consider the storage, exploitation and security options (GDPR) for this data.
What can be done to enhance their value? Think in terms of customer knowledge, profiling, scoring and targeting.
What data to activate? Depending on your loyalty, acquisition, CRM onboarding or interaction personalization objectives.
What kind of management should you use? Define your analysis, visualization, ROI, KPI indicators
For what possible optimization? Performance, Profits, marketing costs.
From this first reflection three decisions must emerge:
1/ transform information into knowledge
2/ transform this knowledge into actions
3/ and these actions in profits
What are the Data and CRM challenges?
The 6-step methodology
The 6-step methodology
6 steps to question the exploitation and activation of your data:
CRM strategy => identify customer journeys and think about the journeys you want to build
Data Sourcing => think about the data you will need
Data Management => ask yourself the question of data management: how to organize it?
Customer knowledge => how to gain customer knowledge?
Marketing automation => which campaigns to implement?
Piloting
It’s not enough to acquire technology to gain marketing relevance. You first need to think carefully in advance about the different steps to put in place to offer suitable experiences and campaigns.
Typically, depending on the lifecycle of your customers , marketing communications will differ. When you address a Prospect at the beginning of the cycle, you will adopt a conquest plan, when you interact with a new customer you will favor a conversion plan, for a loyal customer it will be a question of converting them into ambassadors through loyalty/retention plans, for abandoners or inactive customers you will begin reactivation plans…
Any ideas for marketing activation scenarios?
Data is at the heart of building the CRM plan. To build your scenarios, you must first ensure the availability of:
- data to activate and targeting data to address your communications,
- trigger data to initiate marketing action,
- personalization data to push the right content at the right times and to the right people,
- and finally interrupt data to stop your automatic loops.
=> Valued data is data that is easy to activate for a quality customer experience
Using 2 fictitious use cases, we suggest you think about ideas for activation scenarios to improve the customer experience and the engagement of your consumers.
Mia(ou)m is a pet food retailer . Its objective: Build a relationship program to personalize customer relations and adapt to customer preferences. 2 scenarios proposed: personalized welcome pack and kibble stock alert.
Zoro is a ready-to-wear brand. Its objective: to improve conversion by personalizing its messages and adapting communications to the customer's preferred universe to engage them. 2 scenarios proposed: abandoned cart reminder and repurchase deadline exceeded.
Mia(ou)m: personalized welcome packMia(ou)m: welcome personalized pack Background
Mia(ou)m: personalized welcome pack
Implementation of an automatic Welcome program. Upon subscription to the Mia(ou)m newsletter or upon creation of the customer account: automatic sending of a welcome campaign (with welcome offer for example) or if the customer cannot be contacted by email, sending of the offer by SMS.
Communication is personalized based on segments of appetite for a species of animal (customer appetite for cats, dogs or rodents). The display is conditioned according to the preferences collected on the customer profile. Depending on the opening of the email and the customer's reaction, exit the scenario or send a campaign "it's not too late to take advantage of your welcome offer".
Mia(ou)m: kibble stock alertMia(ou)m: kibble stock alert Background
Mia(ou)m: kibble stock alert
The idea is to prevent customer need by setting up an alert "your stock of kibble is almost empty". This is a scenario adapted to the duration of consumption of the product. Targeting on customers who ordered two weeks ago and who can be contacted by email => Sending a communication adapted according to the size of the packet of kibble purchased (if XL packet wait one more week before sending the alert email).
Zoro: abandoned cart recoveryZoro: Relaunch Abandoned Cart Background
Zoro: abandoned cart recovery
This type of scenario assumes that you have recognized your visitors who leave abandoned carts (customers who already have an account for example). => Send an automatic email to all customers who have abandoned their cart during the day. => You can communicate about free delivery, about the adaptation of your customer service to the period (like in confinement for example, the idea is to reassure your potential customer to convert them).