Here’s how customer data improves conversions (and communications) for business- oriented sites

Today, without a shadow of a doubt, it is the moment of Marketing Automation : that is of that set of automated techniques and processes that manage – in an increasingly procedural way – communications with one’s own reference market, and therefore with leads , with the prospect, etc.

Therefore, these are procedures (or automation) that are often linked to mailing operations or landing pages , which tend to create: a. of processes (sometimes very complex) or b. to realize the so-called funnel (more or less structured sales funnels).

That structural limit … But after having taken note of their (undeniable) incisiveness, it is also possible to identify their limits.

Let’s put it this way: the Marketing Automation processes are effective until we include the entire workflow also user action (such as opening an email or clicking on a call-to-action) ; but when it becomes necessary to react to the customer’s purchase history and / or his customer journey, things change: the data we need are not just those from Marketing Automation workflow but many others.

We would be forced to update data from multiple sources, always have them corrected and, above all, integrate them together. From direct experience, this limit has often forced some companies to implement costly integrations of information, as well as many other file shifts and ” tags “, up to the retrieval of information from other company sources (sites, management, excel sheets , etc. ).

The relevance of this topic Yet the theme is very current. Just look at the latest report from the Omnichannel Observatory Customer Experience of the Politecnico di Milano which highlights, in fact, the major problems to achieve Customer objectives Acquisition , Loyalties , etc.

The main barriers to customer management.
Thanks to Polimi In the section entitled Barriers , in the choice between organizational difficulties, lack of skills, economic difficulties, lack of time and others, 39% of the interviewees chose technological difficulties as a real obstacle to overcome. And we don’t struggle to believe it. The Customer Automation of White Rabbit White Rabbit Suite , the cloud platform we developed, was born with two primary objectives:

  1. Integrate all business activities of a company with all the data coming from the Customer Journey , that is those necessary for the management of the customer and, of course, to allow a remarkable personalization of the messages and the interactions with the same;
  2. Simplify the availability of data and the interconnection with the digital eco-system : in order to solve both the “technological barriers” and, as far as possible, the “organizational difficulties” by creating a simple system that optimizes the time needed to achieve the business objectives.

With White Rabbit today it is possible to create automation levels by filtering by:

  • orders made by a customer (quantity, frequency);
  • on the products or categories purchased;
  • on the status of the customer (ie whether it is new, recurring or at risk );
  • on newsletter activities (opening and click);
  • on site visits (pages viewed);
  • on visits to specific Landing Pages ;
  • social activities ( like , love, tweets or comments);
  • assistance activities ( ticketing );
  • on direct sales activities (sales, opportunity );
  • on the Categories or Clusters to which the customer belongs ( tags );
  • on combinations three the previous options and many others;

This information (always available, up-to-date and easy to query) creates new possibilities capable of increasing the turnover on the acquired customers , improving the customer experience , improve the perception of brand attention, increase customer satisfaction .
In summary: more income and keep more your customers .

The complete meaning of the concept of Customer Automation is made explicit .

Case history / 1 We would like to offer you a case that comes from the study of some activities that we have developed with White Rabbit . The Sethler company ( invented name, for reasons of confidentiality) set itself the goal of increasing “the repurchase” of the “X” product . Thus, Sethler has set up automation to send mail to its customers. The message was aimed at buying back the product and addressed to all those customers who had already purchased it 30 days before . All in no more than 30 minutes. Result? This activity generated an important new turnover (on the same) of about 43% more sales in the following month. A simple automation that has created more turnover and, perhaps, has impacted in a “no-spamming” way on the customer. In short, it is a very precise and punctual differentiated (and transactional) marketing operation .

Case history / 2 Another case was that of a company that wanted to create a promotion for its VIP customers who had at least 4 finalized assets . Even here in a few minutes a specific monthly email has been programmed and sent, accompanied with a discount code. The result was – this is an estimate – an improvement of over 30% of sales on recurring customers. A new world of possibilities? Yes sure.

Do you want to collect specific data and point solutions for your needs? Request a demo of White Rabbit ! See you soon!

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