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Agile customer journey management: where to start?

The temptation is great, for any CMO, to move as fast as possible and to deploy customer journey management strategies at all stages of the client-brand relationship. At ACTITO we advise against this. This approach would almost certainly mean that your project will take years to implement and that you will spend huge parts of your already tiny marketing budgets on the wrong marketing issues.

The choice should be made based on business priorities. More precisely, there are moments of truth where you can “make or break” the relationship with your customer: lead generation, lead management, welcome programmes and churn programmes. Just like there are moments of business leverage opportunities: crossselling and loyalty programmes. Your focus for example will be determined by how healthy your brand is doing globally (do you have a lot of churn?) or how long your brand has been on the market (acquiring new customers). The benefits of building as you go will be a mental focus, easily measurable results and a spread of investments.

Examples of customer journey management programmes

Acquisition
A prospect is searching for information about a product and during his navigation on the brand website and on social networks, a scoring system calculates that this prospect has a certain interest in a certain car model with certain specifications. A series of marketing scenarios are immediately activated. First, a realtime pop-up appears on his screen asking him some questions about his present car and his driving habits. These questions help to build a comprehensive customer profile that is then used to design an entirely personalised printed catalogue that he will receive at home.When the customer returns to the website after having read his own personalised catalogue, the models that are presented are consistent with what he has been presented on paper.

Cross-selling
A travel assistance company has deployed a road mapping tool on its website that allows customers to calculate the distance and the cost of the trip. When a customer uses this tool, the company detects that the customer is planning a trip soon. A cross-selling activation is launched, recommending travel insurance based on the destination country and the means of transport.

A retailer makes a personalised selection of promotions based on the customer’s purchase history. Your customer has visited your e-shop, has starred a product or put it in the basket, but has not actually bought anything. Based on the propensity score matching (PSM) you make a decision about the likelihood that this customer will buy his preferred product. You send him an e-mail saying that he will receive free shipping or a 10% discount that is only valid in the upcoming days. If the customer is identified as a gold client, the system can decide to send him a printed coupon or a shopping list by ordinary mail to make him feel even more important.

Churn
A health insurance company uses predictive data mining to assess the personal propensity of its customer to leave the brand and the potential risk factors: for example having a baby, retiring, etc. On a quarterly basis, a defensive 1-to-1 campaign is sent to high-risk customers, presenting the right brand arguments to correct the perception or the risk.

Loyalty
In a loyalty programme with individual cards, a retail chain activates its customers in different ways based 
on purchase behaviour and RFM segment value (Recency, Frequency, Monetary). A scenario has been implemented in such a way that different lifetime values lead to different contact plans and different giveaways. Any movements of frequency versus the historic frequency are identified on the personal level, triggering a personalised e-mail or paper mail containing a promotion, proportional to customer value, so you can bring the customer back to his or her historic frequency.