Getting to know your customer is one thing, getting them to sign up to receive communication from you is a whole different story. The greatest challenge for some businesses is figuring out how to connect with their customers on a level that creates lasting impressions and opens the door for continuous engagement and unique selling opportunities.
Every brand, no matter what industry, has a voice. It’s how you use that voice that becomes your credibility factor. Can your audience relate? How do you create a relationship with your customer that keeps them coming back? Wouldn’t it be great if you could find what message works and then use it over and over instead of starting from scratch each time? Create a memorable experience for your customers by understanding how they relate to your brand. After that, you can then begin increasing interaction by building campaigns that promote customer retention through personalized messaging and positive experiences.
The first step to a successful CRM program is a deep dive into your customer data to identify customer shopping behavior and segment them according to their commonalities. Then, engage them with content specifically tailored to their interests, behaviors and trends. CRM takes out all guesswork and helps you only focus on those campaigns that were the best performing.
The Importance of Experience
According to a Salesforce survey, 84% of respondents ranked the importance of experience at the same level as the quality of products or services. Whether you are marketing to new or existing customers, people go where the best experiences take them.
Have you ever had a great waiter that remembers your personal preferences, learns your tastes and recommends a new menu item that fits your liking? Now, that’s a great experience!
A positive experience could be anything from discounts on items you know they frequently purchase, reminders to reorder, or even just a thank you or birthday card for being a loyal customer. You’re more likely to gain their loyalty by showing them you care about who they are as a consumer, rather than just being one.
Exceptional Experience = Convenience and Care
A/B Testing and Segmentation
Start by getting to know what works for your existing customers by analyzing recent activities including: response rates, personal likes and dislikes, e-mails opened, e-mails replied, and even social media activity. The only way to truly gauge what’s working and what’s not is to put it in place. A/B micro-testing allows you to narrow down the most relevant, and most-engaged content, giving you a better understanding of your particular audience interests so you can then produce similar campaigns with more and more success. It’s important to test all the variables: the discounts, promotions, images, product offerings, messages, etc.
With a CRM database you are also able to segment your customers based on their needs, which is determined by purchase history and past behaviors. Since all customer needs are different, it’s important to tailor products and messaging to meet their expectations for your brand. How many broad generalized messages do you get in your inbox daily? Segmenting your CRM communications will differentiate you from the rest. Through segmentation, AI and today’s marketing technology - consumers are expecting brands to know them and their shopping behaviors.
Segmenting your subscriber list could not only help to grow revenue, but marketing metrics will improve as well. You can get into the minds of the customer and understand what they like/dislike, then show them similar or complementary products, increasing ticket sizes and shopping frequency. Elevate the customer experience and take segmentation to the next level with loyalty programs and customizable 1:1 messaging platforms.
Using AI to Create Personalized Experiences and Increase Ticket Size
After you’ve collected all of this customer data, what do you do with it? AI (artificial intelligence) helps you to make sense of the immense amounts of data stored in a CRM program to drive improved business outcomes.
AI and machine learning algorithms can reveal popular products and identify patterns in customer behaviors. Utilizing these insights should be a key driver in your marketing efforts, leading to enhanced selling opportunities. CRM platforms built with intelligent, real-time capabilities allow companies to take the next step toward a more connected, customer-centric approach.
The more opportunities marketers have to utilize personalized messages and experiences, the better the chance of winning the hearts of your customer.
Stay tuned for our next blog on how you can use your CRM data to build successful customer loyalty programs.