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5 tips for navigating through your customer’s mind
Customers are better informed, more nimble, more selective and less loyal than before.
An average person receives 121 Emails every day* 121 Emails 491 Messages A typical subscriber receives 491 SMSs per month** * Source: DMR ** Source: Statistic Brain
An average person receives 121 Emails every day* em th n ng atio . di m ar or es b f ag om in ess 121 Emails d f b te m o n 491 e a ting Messages ar nw e ew h u rk B it a m w nd a A typical subscriber receives 491 SMSs per month** * Source: DMR ** Source: Statistic Brain
The age of generic marketing messaging i s ...
The age of generic marketing messaging i s ...
Technology has turned customers into moving targets.They can easily block unwanted communications; making it difficult to connect with them in the future. Unsubscribe
With the help of these 5 tips, marketers can navigate through a customer’s mind, find out what they think, and offer them what they really want!
INT EGR ATE THE OFF LIN E DATA WIT H ANA LYT ICS
Customer data is everywhere. The key is to figure out what’s actually meaningful and what’s meaningless.
Beware of blind spots or limited focus, e.g. integrate online with offline data - such as customers’ in-store activities and feedback - and you’ll benefit from richer actionable insights. My Wish List
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Every time a customer engages with your brand online, they leave a trail of information behind. www.buy.com Sarah SPORTS M L Buy $100 US 5 1/2 US 6 US 6 1/2 Under $50 5 kg 8 kg 10 kg Second Hand
Using rich interactive content and “connecting the dots” with complex analytics helps you to read your customer’s mind, and gives you a much clearer picture of what they like and don’t like. Second Hand $100
Developing such insights, knowing what your customers are thinking and doing, and predicting customer behaviour faster and better than competitors, gives you a distinct advantage. Ideally, you’ll know what the customer wants before they realise themselves. Exciting news about your 50% oﬀer Vitamin 50% OFF Dear Sarah,
IDE NT IFY CU STO ME RS ’ MO TIVATI ON
You need the ability to see things from the customer’s point of view and understand what they are thinking, feeling and doing. These 3 elements play a key role in the customer’s decision making and subsequently shape behaviour. Ticket to USA Buy
By understanding customer needs and expectations, you’ll ideally know what the customer wants before they realise themselves.
Armed with these insights, marketing campaigns can be optimised to align with the customer’s motivations, and delivering what best fits their needs and wants. ticket.com <firstname.lastname@example.org> To: Joe Freeman Get ready for your USA trip! 8 August 2016 9:16 AM Car rent for you, Joe! Get it
TAK E CU STO ME R FE ED BA CK (OR LA CK OF IT) INT O AC CO UN T AT AL L TIM ES
Data collected through customer feedback and customer-service channels, etc. is “gold”, because it captures their authentic voice. Incoming Call New Message ABC Bank ABC Bank You learn more truths, and gain valuable insights into how customers use your products or services, and more particularly - how they feel.
Feedback is not only what is said, read or heard. Missed Call ABC Bank ABC Bank Silence is also a form of feedback and it should not be overlooked.
Look and listen for the silent scream. Missed Call ABC Bank ABC Bank Learn if, when or where your customer is losing interest.
EX PL OR E TH E EN TIR E CU ST OM ER LIF EC YC LE
It’s the journey that’s important and there’s no linear or universal path. Each customer behaves differently at different stages of the lifecycle. They also digest information and perceive products differently. Acquisition Recommend a friend, get 30 points Win back 20% oﬀ our new collection Onboarding Learn more about your beneﬁts Retention Growth Double your points in the next purchase Every $500 purchase, get $10 voucher
www.buy.com New Items!! Promotion!! Buy McKinsey & Company research indicates that two-thirds of the decisions customers make are informed by the quality of their experiences along their journey.
The key to developing a relationship is anticipating and providing for the customer’s needs and expectations. You should look at the full span of a customer’s lifecycle before planning strategies in order to maximise interaction and enhance engagement for their onward journey. Acquisition step 1 Customer Lifecycle Management Win back Retention Onboarding Growth
Customers are a company’s greatest asset, that’s why a customer-centric approach must be at the heart of today’s marketing. If you listen to, and understand customers, identify customers’ needs, and offer them what they are looking for, you effectively drive business growth and ROI. And after all - isn’t that what you want...?
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