We have often discussed the importance of customer segmentation and customer experience as opportunities for brands to increase their ROI. One of the most important areas that can be leveraged by brands to increase their selling process is CRM (Customer Relationship Management).
CRM isn’t an aspect linked just to marketing or information technology but it should be considered as a methodology that includes all company processes such as: strategy, consumer behaviour, organizational culture and informing consumers about the company dynamics.
CRM software provides a powerful way to manage the organizational processes, allowing brands to dramatically increase their ROI while simultaneously creating a high level of customer satisfaction.
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ROIALTY has several solid solutions to dramatically increase the in-depth data available to brands: ROIALTY gives brands a central hub which gathers all the data from social interactions, web analytics, proximity feeds, business feeds, as well as audience data.
Why is it important to create customer segmentation?
With the growth of social media, the opportunities to create market segments based on profiled users is increasing. Thanks to its efficient system of analysis, ROIALTY allows brands to accelerate the social login process: knowing the social interactions of every individual user, brands can integrate this data with CRM. This central hub is a powerful tool that incorporates a perfect mix of information including: demographics, location, age, consumer information and interests.
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Often, the integration of CRM data is confused with a custom audience linked to Facebook and Twitter. Marketing funneled through ROIALTY becomes the value added tool for brands because the available data set grows exponentially. Imagine a big data hub to which, in addition to CRM data, is added:
- Brand preferences, competitors, and market benchmarks.
- Consumer behavior: restaurant preferences, shopping habits.
- Consumer interests: activity preferences, hobbies (music, sports, travel, food).
- Preference of sports teams, or tv programs.
Often, we talk about “touch points” as a way to engage consumers. To increase in-depth data is a powerful method for understanding consumer needs and intergrating this information with CRM will provide a powerful system to build a personalized customer experience based on context and interests every user: the solutions to increase ROI could be found in loyalty programs, trade promotions but also e-commerce page or transactional email.
ROAILTY is developing a way to evaluate the ROI according to RFM standard confirming the three important directions in which ROIALTY solutions are oriented: recency, frequency and monetary value.
ROIALTY calls this approach the “CUSTOMER Value Chain”. Stay Tuned!