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Understand the customer’s interests and motivators.
Implement decisioning logic to select
and prioritise the right offer.
Don’t instinctively opt to use a sales pitch.
Determine the customer’s circumstance and match
the conversation to it. Decide whether to
add value or build brand loyalty.
Choose the right offer decisioning methodology.
Next Best Action
There’s a good reason why
it’s the most used word in data-driven marketing.
Accurate decisioning about right place, right time,
right channel, and right message is critical.
The right conversation and customer experience
must be available seamlessly across all channels.
Engage with them when and where their situation
indicates a need; use their preferred channels;
and be guided by your data insights
to decide on the right message.
Be aware that campaign decisions perform best using
Conversion Rate Optimisation (CRO) combined with
trigger & event based marketing,
next best action, preferred channels, etc.
Every customer is unique and every lifecycle is different.
Customers’ needs and responses are likely to vary at
each lifestage so flexible decision making is essential.
To retain customers and build relationships,
you need to know at any given time, what the customer
wants and deliver it when and where it’s needed.
Deciding how to tailor each interaction
so that it is both personalised and relevant to the
customer’s situation enhances the customer experience
and encourages their loyalty.
Initiating regular engagement, monitoring touchpoints,
and understanding behaviour patterns are important
ways of assessing the level of customer satisfaction.
This information is essential for your
strategic retention and loyalty decisions.
When many customers are ready to interact
with you at the same time, it’s impossible to offer an
appropriate level of personalisation without
Marketing Automation. The customer’s experience is
lessened and you miss qualified opportunities!
Another important automated process is Marketing
Optimisation (MO): (there’s no decision needed – you need it!)
MO is the central decisioning hub that prioritises the
marketing mix for all campaign executions including the
4 data decision points already covered in this slide deck.
Marketing Automation supports customer centricity
by placing the customer’s needs centre stage.
And if you really want to achieve loyalty,
that’s where they need to be!
Building loyalty is accomplished
by consistently making the right
decisions on how to engage, nurture
and continuously satisfy customers.
Making the right use of data helps
you to make the right decisions.
Making the right decisions helps
to make you successful.
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