Yesterday my attention was drawn by an article published on
Techcrunch on the power of CRM using mobile.
Many businesses are leveraging CRM for their web and retail
businesses, but have yet to apply their CRM strategy to mobile customers. This
is a missed opportunity for many companies. Mobile technology allows for 2-way communication increasing both loyalty
and A&P effectiveness. Thanks to the mobile application a company can now relatively
easily (cost efficient) build a “personal” relationship with each customer.
Companies can leverage this “personal” relationship in several ways:
·
Tailored promotions and advertisement through
direct communication channel
o
Tailored messaging: Companies know who the
individual customer. Both the customer profile and behavior can be tracked.
Customers can therefore relatively easy be segmented. Based on characteristics
of the segment, the company can provide tailored promotions or advertisement
o
Delivery
of messaging is possible due to the direct channel than mobile offers. As a
company you know you reach the right customer.
§
Push
notifications
§
Email
·
Continuous
measurement of return of investment
o
Metrics
on customer purchases and promotion effort can easily be measured. Product
offering and pricing can be better optimized using this information (again
segmentation is very important here)
·
Continuous
learning and improvement of proposition
o
Easy
access to customer service
o
Direct
feedback mechanism
§
Right
after an offline purchase customer can for example receive a customer
satisfaction questionnaire on their phone
·
Increase user engagement/loyalty
o
Stimulate
repurchase
o
Increase
cross-sell/share of wallet
o
Stimulate
referrals (lower acquisition costs new customers)
I truly
believe that for many retailers mobile CRM is a huge opportunity to increase
the ROI of each customer by tailoring the product offering while also
decreasing the cost to serve each customer. Important is to remember that the
CRM through the Mobile channel needs to be seamlessly integrated with the CRM
used in other channels to ensure a satisfactory customer experience across all
channels a customer interacts with the company.
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