Systematic customization
Posted: Thu Dec 26, 2024 4:18 am
The key to standing out in this crowded environment is to make every touchpoint in the customer journey, every piece of content, and every offer deeply relevant. This dramatically increases the chances of engaging prospects and encouraging them to choose your product or keep your brand top of mind when purchase intent arises. Personalization relies heavily on data, going far beyond basic recommendations like “People who bought X also bought Y.” Instead, it considers the source of the click, the alignment of behavior with target personas, and the content that resonates most with individuals.
Always connect the dots
Personalization of communications should extend to personalizing customer service responses. For example, if your email campaign is successful and 10% of recipients call your sales department. The marketing communication should be easily accessible to your customer service agent handling the call. A lack of visibility can lead to confusion and a poor customer experience.
Even in the early stages of the customer journey, consumers expect you to have all the relevant information at every touchpoint. Making customer data accessible to all authorized people can significantly increase conversion rates.
Sort and analyze data to better understand
Connecting the different data offers another benefit: it allows for deeper analysis and insight. Which channels do customers prefer? Does this preference vary depending on the time of day? Do they only reach customer service on Su founder email lists ting customer base?
This is where the customer data platform (CDP) comes in. It integrates different data sets, allowing for in-depth querying and analysis. For example, if a customer’s initial question is about your delivery times, you can analyze how many other customers asked the same question and how many of them placed an order within two weeks. This information can help optimize processes and improve efficiency, leading to more effective acquisition strategies.
acquisition-retention-cdp-fr
Retention: A way to maintain gains
Winning the first order is just the beginning. The real story begins when that new customer turns into a loyal, repeat customer. You need to be where your customer wants you to be. Customers have different preferences when it comes to communication channels. Some prefer WhatsApp, while others avoid it. Some like emails but dislike newsletters, while others still prefer direct human interaction. Understanding and adapting to these preferences can gradually improve customer retention.
Always connect the dots
Personalization of communications should extend to personalizing customer service responses. For example, if your email campaign is successful and 10% of recipients call your sales department. The marketing communication should be easily accessible to your customer service agent handling the call. A lack of visibility can lead to confusion and a poor customer experience.
Even in the early stages of the customer journey, consumers expect you to have all the relevant information at every touchpoint. Making customer data accessible to all authorized people can significantly increase conversion rates.
Sort and analyze data to better understand
Connecting the different data offers another benefit: it allows for deeper analysis and insight. Which channels do customers prefer? Does this preference vary depending on the time of day? Do they only reach customer service on Su founder email lists ting customer base?
This is where the customer data platform (CDP) comes in. It integrates different data sets, allowing for in-depth querying and analysis. For example, if a customer’s initial question is about your delivery times, you can analyze how many other customers asked the same question and how many of them placed an order within two weeks. This information can help optimize processes and improve efficiency, leading to more effective acquisition strategies.
acquisition-retention-cdp-fr
Retention: A way to maintain gains
Winning the first order is just the beginning. The real story begins when that new customer turns into a loyal, repeat customer. You need to be where your customer wants you to be. Customers have different preferences when it comes to communication channels. Some prefer WhatsApp, while others avoid it. Some like emails but dislike newsletters, while others still prefer direct human interaction. Understanding and adapting to these preferences can gradually improve customer retention.