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.

Please login with linkedin to comment

crm Customer Experience CX dotmailer Email Rohan Lock

Latest News

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]

Agent99 Adds The Distilled Spirits Council Of The U.S &  Helen Tarrant To Portfolio
  • Marketing

Agent99 Adds The Distilled Spirits Council Of The U.S & Helen Tarrant To Portfolio

Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue
  • Campaigns
  • Media

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue

Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]

Influencer Marketing Agency Komodo Announces New TikTok Offering
  • Marketing

Influencer Marketing Agency Komodo Announces New TikTok Offering

Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19
  • Opinion

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19

According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope.   Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open
  • Media

Havas Village Australia Launches “Be Together” To Reunite Staff With Loved Ones When Borders Open

Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]

by B&T Magazine

B&T Magazine
ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]