Thursday, October 23. 2008Grounds for Conversation: Optimizing Your Segmenting Strategies [episode #4]
Welcome to the fourth installment of our continuing video blog series Grounds for Conversation: Practical Insights for Customer-Focused Marketing.
During today’s discussion, Karen and Jeff welcome Brent Lever, a SAS Solution Architect, to delve into the topic of contact optimization and the specific steps needed to improve your organization’s marketing campaigns and customer segmenting strategies. They also address a number of important questions for your organization to consider, such as:
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Download the audio from this video in MP3 format.  Subscribe to podcast feed  iTunes PodcastI hope you enjoy the fourth installment of our series. Let us know what you think about the best time to contact customers or about the offers and channels you personally respond well to. What get's your attention? Be sure to tune-in next Thursday for episode #5, where you'll meet Michele Eggers (you're going to love Michelle), to hear her view of how to track down and engage your most profitable customers. I'm sure this will be a lively episode. Stay tuned! Additional Reading:
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Some nice points in here, especially liked the recency issue, and the contacting customers who are churn sensitive. The focus of the points however, was very much (IMHO) on customer acquisition and traditional cross selling. The entire area of CEBP (Communications Enabled Business Processes) places the emphasis more on building two way value into the interaction through eliminating lags and drags in customer co-ordination and communication that actually mean something to the end user/customer. Totally agree on the need for a "macro view" on the whole organizations messaging to each customer, but many enterprises need a fast and easy way to even address this at the department or division level.
The point on the need for a better way of creating a dialog is well taken. If your communications don't have value, there is very little you can do with your marketing efforts other than hope. One of the other aspects we didn't talk too much about in this segment was the concept of adaptive contact planning which includes trigger based offers. While marketers should try to create different and more relevant communications, they are still going to have shorter term goals around profitability along product lines no matter how much they believe in customer centricity. I think the challenge is finding the right balance in the different strategies.
Completely take your point. I think that one of the key "data analysis" deliverables are various context-event "interaction triggers": some great input can be made here, and its not always "deep stuff". My personal psychology favourite is a Danish bank, that send you a simple sms message asking you if you want tea or coffee when you are meeting the bank manager next Tuesday ! really nice way of getting you to confirm the appointment (if you don't choose you probably aren't planning on coming, and the bank has an expensive no show!). Some examples are just so damned creative, but when you add them all up, they do impact on overall customer experience.
This is a great example. I've never heard of anybody doing something that creative. There is a real danger in overmarketing that the important messages (like this) get lost in the noise. Thanks Paul.
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