7 Tips to deliver truly relevant and meaningful experiences to clients 為客戶提供相關和有意義的體驗

1. 數據有助於創建相關性。您了解的數據越多,您可以創建的互動價值越高。


2.移動設備是數據寶庫,數據包括電子郵件打開率、點擊量、網絡行為、推送響應,提供兌換、付款、位置等。


3.整合您的技術、流程和團隊,以便整合客戶在移動設備上的行動和內部系統如CRM,營銷自動化。


4.客戶在線和離線的行為需要設定通知。例如,客戶移動端行為應觸發電子郵件廣告系列,短信點擊通知後再推送網絡內容。


5.自動化很重要。例如,客戶最近在商店購物後,第二天應再次收到“前往商店”的消息。


6.確定新平台的價值,並帶頭創造經驗,為客戶增值。


7. 5 V“動態數據”:


豐富的數據集,隱藏各種有價值的信息和意義。


•量:您應該衡量多少數據?

•種類:你實際需要多少種不同類型的數據和頻道(多少是有用的)?

•速度:您的客戶數據傳輸速度有多快?(請確保您在客戶期望響應的時間內給予回覆)

•真實性:您的數據準確嗎?

•價值:捕獲有價值的數據很重要,但創造價值對客戶而言更為重要。

7 Tips for You


1. Simply put, data helps create relevance. The more data you can make sense of, the more you can use to create valuable engagement with your customers.


2. Mobile devices are a treasure trove of data, providing information on app behavior, email opens and clicks, web behavior, push responses, offer redemption, payments,location and more.


3. Integrate your technologies, processes and teams so the actions customers take on mobile are tied to your internal systems (CRM, marketing automation).


4. Your customers’ online and offline behavior need to inform your mobile campaigns. For example, a customer’s app behavior should trigger email campaigns. SMS clicks should inform desktop web content.


5. Automation is important. For example, if a customer recently shopped in a store,that individual should receive a “drive to store” message the following day.


6. Determine the value of new platforms and take the lead on creating experiences that add value to a customer’s day.


7. 5 V’s of “dynamic data” — rich data sets that hide all kinds of valuable information.

• Volume: How much data should you really be measuring? • Variety: How many different kinds of data do you actually need / from how many channels (and how much of it is actually useful)? • Velocity: How fast is your customer data travelling? (Understand this in order to make sure you respond within your customers expected response times). • Veracity: Is your data accurate? • Value: Capturing valuable data is important, but make sure that you are creating more value for your customers than you are capturing.



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