Activate your data to engage your consumers

Methodology and activation scenarios

Eager to know more about building activation scenarios capable of optimizing the journey and customer engagement Let's go back on the methodology and some use cases to be inspired by!

 Activate your data to engage your consumers
Pourquoi créer une relation client personnalisée ?

Why should you create a personalized customer relationship?

Pourquoi créer une relation client personnalisée ?

If brands are increasingly looking to forge a strong and personalized customer relationship, it is because the expectations of modern consumers have changed. From the paradigm of the 4 traditional Ps of marketing: Product, Price, Place, Promotion, we have moved on to 4 new concepts. We thus speak of Pleasure (often linked to positive emotions: laughter, pride ...), Practice (to save time, money and efficiency), Thinking (to understand the world and oneself) and Sharing (to relate to others , be reassured, be part of a reassuring group.

Emotional marketing indeed belongs in the field of marketing. A study by Capgemini (2017 - Loyalty Deciphered - How emotions drive genuine engagement?) reveals that brands that have created an emotional bond with their customers can see their annual turnover increase by 5% and strengthen their loyalty rate: “81 % of emotionally engaged consumers will promote the brand with those around them and will spend more: 70% of them say they are willing to spend twice as much on products from one brand to which they are faithful to.And this customer loyalty is an essential source of growth. Especially when you have the following figures in mind: gaining 5% customer loyalty equals a 15% increase in profits (Fred Reicheld - Cabinet Bain & Co).

To differentiate themselves, brands must now bring experiences and emotions to their consumers. By customer experience, we define the perception what the customer has about the relationship he has with a brand at each point of contact, before, during and after his purchase. Note that if customers have a positive experience, they will be better able to share their experience and recommend the brand to those around them. According to Forrester, companies that put customer experience first and foremost increase brand awareness by 1.6, average order value by 1.9; their return on investment by 1.9 and their customer satisfaction rate by 1.6. In this age of digital interactions and disembodied consumption patterns, consumers are looking for relationships, experience and humanity.

Data: the key to a personalized customer relationship

Les données : clés d’une relation client personnalisée

At the root of experience and personalization is the exploitation and activation of relevant data. The wealth of data available to marketers is an opportunity to exploit. According to McKinsey, an e-merchant who maximizes the potential of their data would increase their operating margin by + 60%. Yet as a matter of fact, consumers experience customer experiences with inappropriate offers, excessive retargeting, mass email campaigns ... without showing customer recognition. For the client, these are all interactions that promote the development of feelings of saturation, harassment, intrusion and dissatisfaction ...

The problem ? The data sources are considerable, but they are still in silos.

Thus web browsing data will end up in data analysis tools (analytical platforms), store visit / direct marketing data will be found in CRM tools, interactions (call center, email retargeting, etc. ) are concentrated on email platforms, sales in ERP ... 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 affects the creation of a satisfying customer experience.

Les données : clés d’une relation client personnalisée

Misusing data: 4 mistakes to avoid

Management, quality and processing of data are the key to a successful customer relationship. Here are 4 pitfalls to avoid to get the most out of your data:

 The use of your data in silos  The use of your data in silos Background

The use of your data in silos

If your data is used in silos, be aware of it to ensure its proper use.

 The use of false or missing data  The use of false or missing data Background

The use of false or missing data

remember to check the quality of the data collected.

Customer unification often partial Customer unification often partial Background

Customer unification often partial

communicate the actions of your customers. If one of them visits a store of your brand and signs up for your newsletter at the same time, do not send them two communications at the same time.

 Erroneous or partial data analysis  Erroneous or partial data analysis Background

Erroneous or partial data analysis

marketing data is not always right, it is necessary to ensure its veracity before activating it.

Which Data and CRM challenges?

Quels enjeux Data et CRM ?

You must really think about it, because this will help you improve the collection and use of your data:

  • How do you collect your data? Ask yourself about the data sources (web, mobile, social networks, retail, e-commerce, CRM)

  • How to govern this collection? Think about the storage options, processing and security (GDPR) options for these data.

  • How to promote them? Think in terms of customer knowledge, profiling, scoring and targeting.

  • Which data should you activate? It depends on your goals in terms of loyalty, acquisition, CRM onboarding or personalization.

  • What piloting to apply from them? Define your analysis, visualization, ROI, KPI’s

  • For which optimization? Performance, Profits, marketing costs

From this first thoughts, you should be able to make 3 decisions  :

1/ transforming informations into knowledge

2/ transforming this knowledge into actions

3/ and these actions into profits

Quels enjeux Data et CRM ?
La méthodologie en 6 étapes

The 6-steps methodology

La méthodologie en 6 étapes

6 steps to question the use and activation of your data:

  1. CRM strategy => identify customer journeys and think about the journeys you want to build

  2. Data Sourcing => think about the data that you'll need

  3. Data Management => ask yourself how to handle and organize the data?

  4. Customer knowledge=> how do you earn customer knowledge?

  5. Marketing automation => which campaigns should you set up?

  6. Piloting

It is not enough to acquire a tecnology just to be more pertinent in terms of marketing. You must first think about the steps that have to be made to offer experiences and campaigns that are relevant.

Depending on the lifecycle of your customers, marketing communications will differ. When you speak to a prospect at the start 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 the goal will be to make him an ambassador through loyalty / retention plans, for dropouts or inactive people, you will start 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 availability:

- data to activate and targeting data to send your communications,

- trigger data to initiate the 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

Through 2 fictitious use cases, we invite you to 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: To build a relationship program to personalize the customer relationship and adapt to the tastes of customers. 2 scenarios offered: personalized welcome pack and dry food stock alert.

  • Zoro is a ready-to-wear brand. Its goal: to improve conversion through the personalization of its messages, the adaptation of communications to the client's preferred universe to engage them. 2 scenarios are suggested: abandoned cart relaunch and repurchase deadline exceeded

Mia(ou)m : personalized welcome pack Mia(ou)m : personalized welcome pack  Background

Mia(ou)m : personalized welcome pack

Implementation of an automatic Welcome program. Upon subscription to the newsletter from Mia (or) m or upon creation of the customer account: automatic sending of a welcome campaign (with a welcome offer for example) or if the customer cannot be contacted by email, sending the offer by SMS .

Communication is personalized on the basis of segments of appetites species of animal (customer appetite for cats, dogs or rodents). The display is conditioned according to the preferences collected on the profile customer. Depending on the opening of the email and the customer's response, leaving the scenario or resending a "it's not too late to take advantage of your welcome offer" campaign.

Mia(ou)m : food stock alert Mia(ou)m : food stock alert Background

Mia(ou)m : food stock alert

The idea is to prevent customer needs by setting up an alert "your stock of kibble will soon be empty". This is a scenario suited to the duration of consumption of the product. Targeting on customers who ordered two weeks ago and who can be contacted by email => Sending of a communication adapted according to the size of the packet of kibble purchased (if XL packet wait a week more before sending the email alert).

 Zoro: abandoned cart relaunch  Zoro: abandoned cart relaunch Background

Zoro: abandoned cart relaunch

This type of scenario assumes that you have recognized your visitors who leave abandoned carts (customers who already have an account for example). => Sending a automatic email to all customers who have abandoned their cart in the day. => You can communicate on free delivery, on the adaptation of your customer service to the period (such as in confinement for example, the idea is to reassure your potential customer to convert them).

 Zoro: Repurchase deadline exceeded  Zoro: Repurchase deadline exceeded Background

Zoro: Repurchase deadline exceeded

Thegoale is to boost repurchase according to your RF segmentation (R for Recency: Date of last order and F for Frequency of purchases over a reference period). > If the customer is used to buying every three months in the Zoro brand (3-month segment Recency Frequency) and she has exceeded this period, sending a personalized email with appropriate content according to the conditions of displays such as the consumer's promophilia (according to the purchase history) and his department appetite (preference for denim, skirts, cozy ...)