Three Ways To Ensure A Seamless Customer Experience Through CRM & Email

Three Ways To Ensure A Seamless Customer Experience Through CRM & Email
SHARE
THIS



In this opinion piece, Rohan Lock (pictured below), regional director for the Asia Pacific at Dotmailer, discusses how CRM and email marketing can be key drivers for successful campaigns.

Rohan Loch

As the global marketplace becomes more competitive and fast-paced, businesses are rushing to compile as much customer information as possible into their database. What’s more, changing customer habits mean expectations are shifting, making genuine engagement a real challenge for marketers. Today’s consumer engages with brands through multiple channels, making it necessary for businesses to adopt a holistic approach to marketing. In doing so, they’ll better understand people’s shopping behaviour and ultimately improve the customer experience (CX).

As a marketer, a key way for you to drive brand advocacy is to deliver consistent, contextual and meaningful communications. By improving your understanding of customers, you’ll be far more equipped to optimize the CX and increase ROI.

The first step to profiling your customers is to start collecting, organising and analysing their data. An effective CRM (customer relationship management) that integrates with your email automation platform will help you build and leverage this customer insight, ensuring you deliver the right message, to the right person, at the right time.

An integrated CRM drives powerful customer journeys by:

  1. Employing data discipline and improving customer insight

With fierce competition online, success boils down to a CX that’s smooth and memorable. A tried-and-tested way of building strong, long-lasting relationships with customers is by investing time and resources in consolidating and enriching your insight. Measuring people’s habits and engagement – such as purchase history and web behaviour – will enhance your understanding of customers, allowing you to better nurture them. Likewise, collating customer feedback is a best-practice approach to optimise the CX at every touchpoint.

CRM helps you to identify, document, and categorise implicit and explicit customer data; this information is bound into a single customer view and is widely available across departments. Subsequently, your teams will enjoy greater customer visibility. The shift from data silos to all-in-one data management has allowed marketers like yourselves to become more agile and effective, making timely and well-informed decisions.

  1. Leveraging customer data

Once your customers’ information is all pooled together, you can start to create filters and alerts for certain keywords and data fields, providing fresh up-sell and cross-sell opportunities. A powerful CRM system enables you to tap into these insights, and rather than employ spray-and-pray practices, you can differentiate your offering through data-driven methods. For example, enhanced customer data makes it easy to tailor email marketing campaigns and make them highly relevant to subscribers.

Segmenting your subscribers on the basis of suitability and engagement maximises the relevancy of email communications. It’s a simple but effective way to engage customers with content that marries perfectly to their interests and behaviours.

According to a recent email statistics report by The Radicati Group, there are currently over 6.32 billion email accounts in use. This figure is predicted to grow by 20 per cent, reaching a staggering 7.71 billion by 2021. Email continues to be the most powerful channel to engage with customers on a one-to-one basis, adding credibility to your brand’s image and reputation. Combining CRM and email lays the foundation for intelligent segmentation, integrated campaigns and personalised messages that’ll help you nurture leads and develop loyal customers.

  1. Automating marketing communications

Marketing automation is fundamental for you to connect with customers in a meaningful way. A core objective of personalising the customer journey is to streamline the sales cycle by sending super-relevant content at just the right time. This could include a welcome series or a replenishment program, for instance.

An integrated automation solution gathers all of the relevant customer information based on your pre-defined data fields as well your subscribers’ engagement metrics, such as opens, clicks and web page visits. What’s more, by collecting and storing customers’ preferences, you can further enrich the CX by pairing your communications to their interests.

Integrating CRM with your email automation platform also helps to fortify the strong relationship between sales and marketing, improving visibility across your business. By leveraging web data, demographics, and email campaign history, your sales representatives and marketers can employ one-to-one marketing tactics which make interactions much more personalised.

The key benefit of personalisation is that customers are recognised as individuals; messages are therefore contextualised and pinpointed to where people sit in their lifecycle. This ensures the customer journey isn’t disrupted by irrelevant messages, but rather made fluid by content that’s contextual.

To consistently generate sales, it’s essential you rouse customer engagement; this can no longer be achieved by batch-and-blast methods, but by sending intelligent communications that compel subscribers to act. Marketing automation practices enable you to profile individuals and tailor emails to them; by maximizing the relevancy of the message, you’ll encourage engagement throughout the entire customer lifecycle.

Brands are sending an unprecedented amount of emails to their customers on a daily basis; that’s 269 billion on average, according to The Radicati Group. To cut through the noise, you’ll need to combine your email marketing with your CRM, giving you access to all-important metrics that can be used to increase your email engagement and conversion. After all, by deepening your understanding of customers, you’ll be in a better position to strategise your communications and maximise ROI.

Latest News

oOh!media Acquires Here, There & Everywhere-Owned Adshel For $570M
  • Media

oOh!media Acquires Here, There & Everywhere-Owned Adshel For $570M

oOh!media has acquired Here, There & Everywhere-owned Adshel for $570 million. The move follows a bidding war between oOh!media and APN Outdoor for the outdoor street furniture business. In April, Here, There & Everywhere (HT&E) received a revised offer of $470 million from oOh!media for Adshel, however, HT&E claimed it wasn’t the “most attractive” one […]

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations
  • Media

Daylight Agency Appoints Shelley Hammond As Director Of Agency Operations

The Daylight Agency’s significant growth has continued with the appointment of Shelley Hammond as Director of Agency Operations. Shelley is a leader in the global communications industry and brings vast experience following senior roles in major corporates as well as the agency environment. Shelley will be responsible for the commercial running of Daylight including client retention and […]

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge
  • Advertising

Host/Havas Takes Out Cannes Grand Prix With Palau Pledge

Host/Havas has secured Australia’s first grand prix award at Cannes overnight, taking out the top gong for the direct lions with its work Palau Pledge. The work, which sees all visitors to the tiny island nation have their passport stamped with a pledge to be a good environmental citizen, which they must sign before entering […]

by B&T Magazine

B&T Magazine
Instagram Launches Long-Form Video
  • Technology

Instagram Launches Long-Form Video

Instagram unveils new eye-catching feature. Slicing onions while reading this will also make it eye-watering.

Ridley Scott Unveils New Directors Showcase At Cannes
  • Media

Ridley Scott Unveils New Directors Showcase At Cannes

Curated this year by Ridley Scott, famed director of Alien, The Martian and other classics, The New Directors Showcase at Cannes is now in its 28th year. Acting as a platform for talented new directors to have their work premiered to a global audience, Scott took to the stage in front of a full house […]

by B&T Magazine

B&T Magazine
ANZ, PHD & JCDecaux Harness The Power Of Data
  • Advertising
  • Campaigns

ANZ, PHD & JCDecaux Harness The Power Of Data

ANZ and media agency PHD have partnered with JCDecaux to launch a unique campaign that harnesses the power of data across three cities incorporating actual tram, train and bus timetable information to align with the new ANZ App.

Report: Consumers Are Hitting Play On Mobile Video
  • Technology

Report: Consumers Are Hitting Play On Mobile Video

Ooyala survey finds media companies created and processed nearly three times as much video content in Q1 as Media Companies Created & Processed Nearly Three Times As Much Video Content in Q1 2018 vs. Q1 2017.

MercerBell Calls In Two New Data Hires
  • Marketing
  • Technology

MercerBell Calls In Two New Data Hires

Proving many photos shot on an iPhone so often come out washed-out and grainy comes this article's accompanying pic.

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers
  • Campaigns

Intrepid Travel Go Back 30 Years, Posting Classified Adverts In Newspapers

Intrepid Travel has gone back in time and is placing classified adverts for a new ‘mystery expedition’ to places that yet mapped by Google.  The adverts to be placed in Courier Mail, Herald Sun and Sunday Telegraph are calling for intrepid people to join a journey with “long travel days, intermittent electricity, no Wi-Fi, cold […]

Watching tv and using remote control
  • Advertising
  • Media

GroupM Investment Forecast For Australia: TV On The Rise As Digital Slips

GroupM has updated its 2018 ad investment forecasts and released its initial 2019 outlook. GroupM predicts $24B in net new advertising investment this year, the best annual increment since the bounce back from the global recession in 2010 when $26B was added to investment. GroupM estimates total advertising investment will grow by 4.5 per cent this year […]

Indigenous Campaign Deemed Too Controversial By APN Media To Run
  • Advertising
  • Campaigns

Indigenous Campaign Deemed Too Controversial By APN Media To Run

Aboriginal Victoria’s campaign in support of Australia’s first-ever treaty legislation, Deadly Questions, has been deemed too controversial to run by one of Australia’s leading outdoor media providers, APN Media. Online platform Deadly Questions provides a safe space for people to ask questions and have them answered by Aboriginal Victorians, to learn more about their cultures, […]

Introducing: YouTube Music Australia
  • Technology

Introducing: YouTube Music Australia

The wait is over! Starting today, YouTube Music is available to everyone in Australia, New Zealand, the U.S, Mexico and South Korea in addition to 12 new countries including Austria, Canada, Finland, France, Germany, Ireland, Italy, Norway, Russia, Spain, Sweden, and the United Kingdom. Now fans around the world can find more of the music […]

Will PR Finally Earn Its Stripes At Cannes This Year?
  • Opinion

Will PR Finally Earn Its Stripes At Cannes This Year?

In this guest post, Haystac’s national general manager, Jason Carnew (pictured below), says with all this talk of Cannes at this time of year, it’s a kindly reminder that the PR business needs to get its act together in terms of awards, work and judging… All eyes on are Cannes as some of the best […]

Opinion

by B&T Magazine

B&T Magazine
Ex-DDBer Unveils Designer Headscarves For Cancer Survivors
  • Campaigns

Ex-DDBer Unveils Designer Headscarves For Cancer Survivors

Two-times cancer survivor, Frankie Good Stuff Award Winner, ex-DDBer and founder of Bravery Co. Emily Somers has collaborated with a range of top-notch illustrators to produce Australia’s first range of designer headscarves for young cancer warriors. She is now crowdfunding $40,000 to produce the scarves and donate one to all the young women in their 20’s […]

New Advertising Platform Launches Down Under
  • Advertising

New Advertising Platform Launches Down Under

Following its massive success in Europe, Asia and the UAE, the Polishoe concept, which brings a high-demand shoe polish service and HD digital advertising platform together, has landed in Australia.

Women In Media Profile: Aimee Buchanan
  • Media

Women In Media Profile: Aimee Buchanan

No Women in Media series would be complete without the irrepressible Aimee Buchanan. Read all her pressibles here.

by B&T Magazine

B&T Magazine
Set for blue sky, different clouds icons, cloud shapes, labels, symbols, icons. Flat graphic vector elements
  • Technology

PubMatic Unveils Cloud for Publishers And Tech Companies

PubMatic has launched PubMatic Cloud for publishers and tech companies looking to implement and control their own programmatic technology. By accessing PubMatic’s technology, global infrastructure and demand connections on a platform-as-a-service (PaaS) basis, clients are able to achieve full transparency and achieve greater control over their programmatic monetization. As programmatic trading becomes mainstream, innovations such as […]

Women In Media Profile: Claudine Hall
  • Media

Women In Media Profile: Claudine Hall

The Women in Media Awards are back for 2018! To celebrate this wonderful fact, and to recognise some of the killer women in our industry, we’ve created a women in media series – and have profiled some pretty inspiring women so far. This week, we chat with Bauer Media head of trade marketing Claudine Hall. […]

by B&T Magazine

B&T Magazine
Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks
  • Campaigns

Cancer Council and Target Tradies Tackle On-The-Job Skin Cancer Risks

Workers on construction sites receive five to 10 times more UV exposure every year compared to indoor workers. Target Tradies and Cancer Council have announced the launch of a partnership to help educate Australian construction workers about the importance of being SunSmart at work. With evidence showing that outdoor workers receive five to 10 times […]