CCG - Make Your Data Do New Tricks


		Excerpted from StrateScapes – Volume 3, Number 1

Make Your Data Do New Tricks

So you’re building the database of databases — or maybe just gathering customer e-mail addresses. Whatever the data you’re culling, what the heck do you do with it once you’ve got it?

Take what you know and use it.
Did you learn that your best customers are outdoor enthusiasts? Feature a story in your newsletter on buying adventure gear that lasts. Are your Web site visitors registering but not buying? Send them an incentive to make a purchase. Campaign management software can help by tracking customer behavior and automatically generating (and tracking response to) communications targeted accordingly, such as a savings opportunity e-mailed after the customer makes his second “just looking” visit to your site.

Slice it, dice it, turn it into strategy.
Use specific data-based tactics like these to build best-customer loyalty:

Relationship-Event Offers – Use event-driven data to target upsell/cross-sell opportunities that hit home. For example, customize e-mail offers and telemarketing scripts based on a customer’s recent major purchase or a change in their membership/cardholder status. They’ll feel appreciated, and you’ll offer the product or services they’re most likely to buy.

Life-Event Offers – Foster strong relationships by collecting data on important personal events such as birthdays and anniversaries, then send personalized messages to mark those events. Whether tied to a related offer or done strictly as a relationship builder, this is a simple but effective loyalty-bulding tactic.

Profile Routing – Use Automatic Number Identification codes to automatically route each call to an agent with relevant skill and product knowledge. You can even use the techology to route a customer from Louisiana to an agent born in Baton Rouge.

STRATESCAPES and STRATESCAPES SUPPLEMENTS are published by Customer Communications Group, Inc., a full-service agency specializing in relationship marketing and customer communications. Our comprehensive, turnkey services include data analysis, customer segmentation, strategic consulting, account management, creative execution, print production and multimedia solutions.