Send more relevant, meaningful, and timely messages with access to a centralised history of customer communications

Why navigate through batches of siloed data about your customers when it can all be viewed in one place?

In a previous blog post, we outlined how you can better serve customers when their communication history can be centralised. Technology that facilitates this essentially tracks customer interactions across many different channels, which can then be added to known preferences, lifestyle, and demographic data to give marketers useful intelligence on how to further encourage and satisfy those customers. 

When customers communicate with you, they may offer opinions on your products or services along with data about themselves. In return, they expect you to communicate back to them on topics — and in a manner that is relevant to them. 

Consider this example. Recently, I signed up to a webinar offered by an industry marketing magazine. Once I registered, a meeting request popped up in my calendar. I thought all was well, and went back to my work. However, following that, I received an email every day for a month that was encouraging me to register.  These messages implied that my ability to attend the event might be compromised, because they claimed I had not signed up yet. 

How would you feel if someone kept pestering you to do something that you knew you’d already done? Where was the campaign logic that checked who had registered, so their name could be excluded from subsequent campaign efforts? Shouldn’t I have been redirected to a ‘Thank You’ page and sent an email to reaffirm the great choice I’d made in clearing an hour off my schedule to participate?

My hunch is that I’d clicked a link in an email that then redirected me to a registration page, but the webpage information was not being fed back to close the communication history loop. The bottom line is that with today’s technology, there is really no excuse to clutter my inbox with the same reminder message every day when I’ve already registered. 

This experience reinforced an important point for me. Marketers need to utilise customer communication histories to ensure relevant and timely messages. 

Apteco’s campaign management tool, Apteco PeopleStage™, helps deliver this. PeopleStage enables you to track communication with your customers across multiple channels – email, direct mail (DM), telephone, social, and SMS – all within one visual diagram. In fact, one view lets you see how your contacts and customers interact with your organisation throughout their entire journey. PeopleStage allows you to track the communications, responses, and interactions along with estimates of how much these communications cost. Not only is all this information held in one central place, but you can also access analytics and reporting on the data – which in turn helps you make more informed interactions with your customers. 

It’s hard to believe that any marketing department would settle for partial communication history. If my objective was to send relevant, timely and personalised campaigns, how can I possibly achieve this without a fairly comprehensive picture? Rather than forcing marketers to navigate through batches of siloed data, Apteco centralises the information in an intuitive analytical platform.

Within PeopleStage, you are able to see which customers clicked on a link, how many liked a particular post, or who’s numbers have been uploaded to the dialler at the call centre. You can even see which website visitors were automatically sent a product brochure after they requested one. More importantly for marketers, you’ll know straight away how many customers have interacted with one or more of your communication channels so you can evaluate the level of engagement across them all. 

Within Apteco FastStats®, you can use data interrogation wizards to identify the next best product to recommend. Then, those who reacted to the product recommendation can be identified using Response tracking in PeopleStage. Those who commented on the communication sent to them will also be stored within the communication history. 

Naturally, this data can be added to existing information about what customers bought in the past or how they engaged with us. When it’s time to communicate with that customer again, why send a generic offer they’ll likely ignore when you can grab their attention with personalised recommendations?

As a marketer, you can also compare customers at similar life stages to see what they bought. Leverage the Profile Wizard to help you model similarities to your most loyal customers — or those with the highest lifetime value (LTV). You can then tailor incentives to different segments according to the constraints of your marketing budget. 

A centralised communication history enables you to swiftly react to complaints and update that contact’s preferences without manual intervention. For example, if a customer has an ongoing customer service problem, you may want to ensure they do not receive marketing via any other channels for a certain length of time. Why not reduce the risk that you might worsen an already emotive situation? Also, if a customer has been sent a DM, the system has the intelligence to know not to send them a separate email with the same content.

That centralised communication history will help you achieve a more effective contact strategy as well. Why not take a few simple steps to bring insight together in order to action effective campaigning?

To find out more about centralising your data to boost the effectiveness of your campaigns, take a closer look at Apteco FastStats and Apteco PeopleStage.

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LizWalker's picture

Liz Walker

Consultant

Liz Walker joined the Consultancy Team in 2018, to aid partners and their clients to get the best out of all functionality within the Apteco Marketing Suite. CIM and IDM qualified in Direct and Digital marketing and with over 12 years’ experience within data, marketing and campaigning across financial services, utilities, retail and leisure and B2B, she is looking forward to working with partners to create dynamic campaigns driven through data insight.