How to win customer hearts by plugging real-time data into their journeys?
Let’s say a customer who is in your database has purchased an OLED TV, which is a high-value item from your store. This purchase causes many changes in the data set of the customer like the last purchased item, last transaction date, last transaction value, the overall transaction value of the customer and others.
How would you, as a seller, respond to this event of purchase? How would this purchase impact the dynamics of the segment you have grouped this customer? What type of engagements has this event triggered in your CRM system? Do you stop at sending a thank you note, or add free delivery and installation? Or go further and welcome the customer as a premium member with a free yearly subscription of movie streaming?
The importance of relevance
The data sets are dynamic and so are the customer funnels. Real-time data tags you along on customer journeys. Set multiple touchpoints throughout customer journeys. Track the actions of the customer at these touchpoints. Build your communication based on the actions taken by the customer. Because you understand the customers’ interests, you can build relevant communication. The context of your communique now connects to your customers.
Going back to the TV purchase situation, in an alternative set up, what if the store sends a promo offer for the same TV the customer has purchased the next day? This message might cut off the customer from the store. The store has lost this customer forever. Churns don’t happen only because of product and service failures, but incoherent communication too. When marketing is run on real-time data and not some batch process lists, these kinds of slip-ups won’t take place.
It’s like the happiness you get when emails start landing in the right folder – from promos to a critical conversation. Set the rules once and sit back; the system will work for you. In the same way, set up rules and workflows to create automated segments. As users move through these segments, you can trigger engagements in real-time. Consider the scenario of an user abandoning the cart. You can trigger a reminder mail. Send an alert before the product runs out of stock. When the customer is returning to the store, throw in a deal to complete the purchase. Through a customer engagement tool like LivePinch, you can set any number of touchpoints throughout the user journeys, set up automated segments, trigger scenario-based engagement to realize real responses.