The Importance of Personalisation Marketing and Engaging with Customers in your E-CRM strategy.The interactive nature of the internet provides a perfect environment for engaging with customers through personalisation marketing, transparency and a strong E-CRM strategy. In this blog I will look at personalisation success stories to show how engaging with customers and personalised customer conversations will lead to loyalty and a great ROI. Dave Chaffey notes that the growing popularity of social media platforms has created a new marketing approach which he refers to as “Social E-CRM”. Companies are using social media along with Chaffey’s RACE Framework (Reach, Act, Convert and Engage) to gain a real understanding of their customers - to build loyalty, satisfaction and trust for a lifelong B2C relationship. (Digital Marketing, Dave Chaffey and Fiona Ellis-Chadwick). According to Edelmans Global Survey of Trust in Advertising 2016 “83% of people say they trust the recommendations of friends and family over advertising”, therefore building that trust is vital. It will place you at the forefront of your customers mind when they have what Google have labelled a “Micro-Moment - customers wanting an immediate answer in the ‘moments’ they wanted to know, go, do, and buy” (www.thinkwithgoogle.com). To begin engaging with customers you could follow the advice of Forrester, who as far back as 2007, cited ‘customer engagement’ as a new key metric. He developed a framework to measure this under the headings of: Involvement - website visits, time spent, actions taken etc. Interaction - comments on blogs, social media platforms, purchases etc. Intimacy - sentiment tracking on third party sites, monitoring reviews and opinions etc. Influence - likelihood to recommend, brand affinity, content forwarding etc. econsultancy.com/blog/3455-forrester-redefines-rules-of-customer-engagement/ Monitoring these actions with the many analytical tools available, combined with frequent updates, great content and personalisation marketing that encourages two-way conversations, could be key to building and retaining customer loyalty. Analytics also provide great insights, providing valuable data to help build a persona of your customer. Using these frameworks will help keep your customers at the ‘Apostle” stage of The Apostle Model (developed at Harvard Business School) which is “overall satisfaction and likelihood to repurchase” rather than the “Terrorists” stage which is “extremely dissatisfied and extremely disloyal, i.e., they will never purchase again” - and we don’t want that! Also keep the Servqual Framework in mind (source: E-Marketing, Judy Strauss and Raymond Frost), which provides five dimensions to build ‘service quality’, including assurance and empathy. Having a strong resolution policy can turn a poor customer experience into a great one. If a complaint is raised online, deal with it transparently and visibly and don’t hide behind the “send PM option”. Zappos, an online clothing retailer is often referred to as a pioneer in online marketing and eCRM. Tony Hsieh, CEO, puts the companies success down to a “customer-centric approach”. They were so passionate about how their customers feel, that they developed their own ten ‘core values’ including “Deliver WOW through service”. Overall the approach worked, Amazon purchased Zappos for 1.2 billion in 2009, revenues for 2016 exceeded 1 billion. (Digital Marketing, Dave Chaffey and Fiona Ellis-Chadwick). KPMG Nunwood is another company who are customer driven and focused and they also include ‘Personalisation’ in their “Six Pillars of Customer Excellence”. There are many benefits to engaging with customers using personalisation marketing: Targeting is more cost effective: Permission marketing/In-Bound Marketing means that you are targeting pre-qualified customers who have chosen to engage with your brand - visiting your website/registering an email address etc. Delivering Loyalty Programmes: Successful schemes include Tesco Clubcard, Starbucks Rewards etc. We all get asked our name now in Starbucks (annoying as some might find it!) Starbucks also use information provided by customers for personalisation marketing, including a free coffee on your birthday (www.strategicdriven.com). This approach led to an increase of 10% in their loyalty programme (14.2 million members in 2017) and ultimately delivered them a strong ROI - increasing their mobile ‘order and pay’ service by 11%. Building Relationships: A personal relationship is a learning relationship. You learn from your customer through how they behave throughout the customer life cycle. Dell Computers is a company who turned a poor experience into a learning relationship. In 2005 a damaging blog post led them to be called “Dells Hell” resulting in a massive drop in sales. They instantly hired a media manager to deal with the online community to resolve issues. Today they are at the forefront of E-CRM, embracing the participative nature and technologies of Web 2.0 to assist in engaging with customers. In 2010 they launched their “Social Media Listening Command Centre” which records and reacts to a staggering 30,000 posts daily. Speaking in 2011 Michael Dell, CEO said “Engaging in honest, direct conversations with customers and stakeholders is a part of who we are. The social web amplifies our opportunity to listen and learn and invest ourselves in two way dialog” And the bottom line? In May 2017 Michael Dell announced via Twitter, Dell Revenues of $1 Trillion since inception and notably also used the opportunity to personally thank his customers. https://twitter.com/michaeldell/status/859897061910745089?lang=en It is always wise to keep at the forefront on emerging trends in digital marketing to keep developing a strong E-CRM strategy. At www.smartinsights.com Dave Chaffey highlights his emerging trends for 2018. https://www.smartinsights.com/digital-marketing-strategy/7-major-digital-marketing-trends-2018/ Personalised and Customer-Centric Content: Content in King - content marketing should be the core focus as well as developing a personalised experience for each customer. Micro-Moments: “An astounding 96% of users reach for their smartphones to conduct the required research at that very instant”. Businesses need to anticipate the exact ‘micro-moment’ to provide what their customer needs at that moment. Augmented Reality: Highlighted by the hugely successful Pokemon Go campaign. Launched July 6, 2016 it took the world by storm - 100 million downloads on the Google play market by August 8th and returning revenues of $268 million by August 12th. http://www.businessofapps.com/data/pokemon-go-statistics/ Facial Recognition: Used by Apple already to unlock it’s Iphone X, it is now popping up in a customer service capacity with several companies using it for personalisation marketing. A US sweet shop called Lolli and Pops uses facial recognition as customers enter the shop, therefore staff can provide a personal experience - engaging with customers instantly as the customers preferences are available to them from the moment they enter. (source: trendwatching.com) Gamification: Creating a great user experience by applying game-based thinking and fun to your brand or business is another way to engage and develop customer relationships and loyalty. Coca-Cola claim their China based gamefication marketing campaign ‘Chok’, was the best marketing campaign they’ve accomplished in 35 years, engaging with customers and building brand awareness (https://www.youtube.com/watch?v=VgxsTEBTdEo). And we all loved the “Share a Coke With” personalised Coke bottle campaign of 2014 - though I never did find a ‘Celine’! Another example of marketing gamification is the McDonalds Monopoly promotion which has been running since 1987. Such is the success of this offline game, that MacDonalds are currently working with the ‘Omnicom’ media agency to develop a mobile version based on upcoming trends like Geo-Location. Bearing in mind that ‘Social Media Today’ found that “customers spend 20-40% more money on companies who engage with them on social media” ... it’s time get personal! References: J. Strauss and R. Frost E-Marketing, 7th Edition Chaffey, D.; Ellis-Chadwich’ F. (2016) Ditigal Marketing Strategy, Implementation and Practice, Pearson http://www.strategicdriven.com/marketing-insights-blog/starbucks-integrated-marketing-case-study-effective-starbucks-marketing-campaign/ https://twitter.com/michaeldell/status/859897061910745089?lang=en http://www.incite-group.com/customer-experience/press-release-corporate-social-media-awards-2016-winners-announced// http://www.businessofapps.com/data/pokemon-go-statistics/ http://trendwatching.com/2018 https://www.retaildive.com/news/starbucks-mobile-ordering-reaches-11-of-us-transactions/515786/ https://www.smartinsights.com/digital-marketing-strategy/7-major-digital-marketing-trends-2018/ Celine CurranGraphic Designer, Digital Marketing Student and Mum :0)
34 Comments
Kevin
2/21/2018 12:43:13 pm
Brilliant blog, very informative - well done
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Celine Curran
2/27/2018 11:49:47 am
Thanks Hugh :0)
Celine Curran
2/27/2018 11:49:19 am
Thanks Kevin :0)
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christine meehan
2/27/2018 08:15:26 am
Really good Blog, makes for a very interesting read.
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Celine Curran
2/27/2018 11:50:26 am
Thanks Christine ... how's your project coming along? Hope your staying sane!!
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Nicky
2/27/2018 12:03:33 pm
Brilliant blog Celine
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Celine Curran
2/27/2018 12:13:46 pm
Thanks Nicky :0)
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Pat Brennan
2/27/2018 12:11:07 pm
Very good and interesting too. Very customer focused as always!
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Celine Curran
2/27/2018 12:14:43 pm
Why thank you Pat! Sure we were always customer focused in Image eh?!
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Celine
2/27/2018 01:16:00 pm
I will indeed Andy... and thanks x
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Liz O’Farrell
2/27/2018 12:52:18 pm
Celine, a really informative blog and so well written, well done to you!
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Celine
2/27/2018 01:17:51 pm
Thanks Liz 😊
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Jenni
2/27/2018 01:09:03 pm
Fascinating! A whole new world to learn about. Well done!
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Carina
2/27/2018 01:18:10 pm
Well done Celine/ well written article
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Celine
2/27/2018 03:09:57 pm
Thanks Carina
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Celine
2/27/2018 01:19:00 pm
Thanks Jenni .. a whole new world indeed!
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Jennifer
2/27/2018 03:00:52 pm
Great read Celine! This was especially interesting with my new online venture.
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Celine
2/27/2018 03:09:02 pm
Sounds exciting Jen... shout if I can help in any way 👍🏻
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Leslie
2/27/2018 04:19:40 pm
Interesting read like the data sources and key points
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Celine Curran
2/28/2018 12:43:27 am
Thanks Leslie :0) feedback appreciated
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Celine Curran
2/28/2018 04:08:43 am
Thanks Enda
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Maria
2/28/2018 03:20:00 am
Excellent, really well written Celine. Fair play to you!
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Celine Curran
2/28/2018 04:09:00 am
Thanks Maria :0)
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Elisa
2/28/2018 12:10:28 pm
Great Blog Celine. Well done!
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Celine Curran
3/1/2018 06:09:06 am
Thanks Elisa xxx
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Rosemarie
3/1/2018 04:02:10 am
Great read Celine. Very well done.
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Celine Curran
3/1/2018 06:09:39 am
Thanks Rosemarie, hope ye are all done... we're just finalising here!
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FIona Hughes
3/5/2018 08:19:11 am
Excellent article Celine.
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Raymond
12/7/2020 06:11:34 am
Brilliant
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