Post by account_disabled on Dec 2, 2023 10:51:53 GMT 1
Controlling commercial pressure, in other words working on the intentions detected while taking care not to saturate audiences: a delicate balance which sums up the whole challenge of this loyalty phase.
It is imperative here to stick to the audience's appetite for a given channel, therefore to have segments by preferred “channel”.
Coupled with the CRM, the CDP also provides tools for the construction of PMGTG (Small – Medium – Large – Very Large) segments to work closely with the best customers and, via cross- or up-sell type Buy Bulk SMS Service propositions, increase the CLV (Customer Lifetime). Value). This work can activate destinations such as emails, display or even SMS.
But not only that: the CDP being able to operate in real time, the “destination” can also take the form of “on-site” and on-the-fly personalization of the content offered. The result is a highly contextualized experience, a reduced abandonment rate and an increasing ROI.
As Don Draper puts it in Madmen, “ the minute you sign a client, you start losing them .” Optimizing retention is therefore a job in its own right. This starts with work to detect visitors without consent.
A consent completion campaign helps both better contextualize the experience and reduce abandonment rates. Another winning practice is targeting inactive customers based on the latest data collected (appetence, date of visit) to attempt a reconnection.
Finally, retention also involves anticipating churn (attrition). The CDP is well placed to pick up on signals (reading termination conditions, manipulation in a price simulator) which call for proactive measures.