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.

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 ...