With recent technological advances and the growing digital world, the customer journey has become more complex and multichannel than ever. And it’s not easy to understand that new customer journey. Let alone to determine the right time to interact! Customer journey management programs are made to help you engage with your customers, depending on their personal affinities with your brand, on their moments of life, and taking into account the channels for which they have a particular affection.
First of all, you should structure your approach and identify your main priorities: do you want to work on the acquisition of new clients, on a welcome program or encourage cross selling? Do you want to leverage loyalty of existing clients or initiate client retention programs?
You will find hereafter a few best practices of such programs that could inspire you. Should you have any question, feel free to contact us.
1) Within a click and collect buying process, a retailer took advantage of the time between the order placement and the pick-up of the order and he set up a cross-selling scenario attached to the transactional confirmation e-mail of the delivery. An additional product is suggested to the consumer by a recommendation tool that is fed by the order placed, the web behavior and purchase history of the consumer.
As a result, 25% of the consumers added a product to their basket.
2) A car retailer identifies for every prospect 3 decision-making key factors (such as fuel consumption, security or comfort) and the type of car that the buyers have in mind, based only on declarative forms (pop ups, email) and web behavior. Then, the retailer sends to each prospect a personalized and high quality catalogue with a specific sales argument (16 pages, 2000 personalization points).
As a result, the car retailer had a visitor rate at the distributor point of 15-20% and a conversion rate of 33%
3) A tour operator put in place a signal when a client is looking for a vacation trip (click, cookie). The trigger starts a double program:
• Through different touch points (web, e-mail), the tour operator rapidly gathers the wanted vacation dates and updates, when possible, other key parameters such as the budget for example.
• The commercial pressure is temporarily increased.
As a result, the operator sends more relevant communication to his customers and can go to up to sending 2 e-mails per day without raising the unsubscription rate.
4) A FMCG company put together an acquisition and cross selling
program through a personalized e-coupon program. Their database is build to allow the personalization of the communication (age, family composition…) and of the e-coupons in order to generate new buying habits through adaptive scenarios (product, coupon value…). The return is evaluated through surveys and coupon redemption.
As a result, the FMCG company counted up to 89% trial and 33% of changed buying habits.
5) A car distributor launched an intensive relationship program combining e-mail and paper that is triggered at the ordering phase and goes until the delivery of the car. This program reinforces the customer’s relationship on this period and suggests some “elemental” car accessories on which the salesman had not insisted because he was scared to compromise the selling.
As a result, 10 to 20% of extra accessories have been sold.
6) A distributor of consumer products continuously keeps an eye on the loyalty of its clients by analyzing the use of their loyalty card. The distributor initiated an anti-churn program for the clients that are considered “at risk”. They will receive personalized promotions based on their purchase history. The distributor observed 188% of ROI after only three months!
7) At a famous kitchen supply chain, the salesmen have tablets on which they simulate the prices of the potential kitchens and instantly send the offers by e-mail to the customers. That way, they can accompany he customers throughout their buying process thanks to a “store-to-web” program that combines e-mails and phone call. Moreover, a retargeting campaign reinforces the brand awareness through bannering.
These best practices have given you some good ideas?