Shifting to digital channels can save you costs that are currently associated with offline channels.
Because customers indicate that they do not need certain information, you can save on communication costs.
In addition to cost savings, new contact channels also offer opportunities to generate sales, such as cross-selling .
Smart use of multiple channels can also lead to faster and better payment, for example, think of an SMS as a payment reminder. This ultimately yields money sooner.
Step 3: Collect
If the business case has been approved by the board, then a plan of action must be developed to collect the contact details. For example, you can use the pilot to look at the most effective and efficient way to collect as many telephone numbers and e-mail addresses as possible. Here the marketing department can put the old direct marketing process into practice, by carrying out tests, varying with, among other things, argumentation, tone of voice and premium.
After a test period, marketing and sales staff can look at the best way to collect customer data. The results can be used to refine the business case and choose the most successful approach. Depending on the size, you can conduct a pilot among a group of customers. The size of this customer group is determined by the number of variants you want to test and the expected response.
Think carefully in advance about what you want to test. For example: do you want to know more about which arguments you should use or which gift you can make someone happy with? It is wise to choose from things that you expect to produce clear differences in response. Set up the test in such a way that you can actually test something with which you vary. If too many things are tested at the same time and the test design is not well thought out, no valid statements can be made afterwards.
It is important to check whether the collected data can be recorded or applied in future communication. Many CRM and ERP systems offer limited possibilities to link multiple (digital) addresses or telephone numbers to a person, let alone to link them to multiple communication channels. It is often difficult to record what a person wants to hungary phone data receive digitally and what information must be sent physically. My advice is that it is best to first carry out a standalone pilot (as described earlier) and not to process everything in a system immediately, because that takes too much (lead) time and requires too large investments. Only when it appears that the approach works, can you choose a suitable system.
The real work begins
Once you have completed all these steps and the system has been selected, the real work begins. All customer contact details and preferences must be processed in the database. This records which customer wants to be approached with which information via which channel. After completing the steps, you will have a usable database and you can start communicating. Remember that the starting point is always the customer. Then you are on the right track.
rom the ceiling in your turnover, you will also have to invest time for every euro you bring in. Time that you cannot spend on other meaningful or fun things. This can make your life feel very full and stressful.
- Board index
- All times are UTC
- Delete cookies
- Contact us