If you have one customer you have vital information that will help you find another. Every little bit of information when matched with another helps formulate a picture of your potential customers. The more information you can bring into use from across your business the more accurate your targeting and the greater your returns will be.
A 52 year old milk shake salesman, in one single order, sold 4 King George milk shake makers to one of his clients. This was an unusual purchase behaviour so the salesman went to see why a customer would need to make so many milk shakes at once. The salesman discovered 2 brothers with a drive through milk shake service, the salesman’s name was Ray Kroc the brothers were the McDonalds. Looking at your customer data with a critical eye can unlock great rewards.
Trigger based or CRM marketing looks at the usage patterns of customers across various data sources citing a business. “Traps or Red Flags” are set within the data bases and when a customer’s usage pattern triggers the algorithm then sales and marketing activity is automatically generated. A trigger can be as simple as generating an automated email to welcome new customers on the creation of a new account or as complex as generating a customer service call to a customer who’s usage pattern has indicated they have begun trialing a competitor. The great thing about trigger based marketing is the very short time frames from testing to full implementation, from getting the revenue to measurement.
Triggers are:
- measurable revenue generation, triggers only measure real recorded behaviour
- can be cost reduction initiatives through targeted marketing and/or customer service
- Instant results from activity like letters, email, sms, mms where a reply is recorded
- Automatic and use less resources, once set up they work by them selves
- A stepped approach – try one, test one, measure then build many
- Logical it’s using tools you all ready have – your data and your IT people
- Suppliers are part of your team and they want to help – mail houses, email blasters.
Here are some examples our resident expert Ian Clark has experience with developing the strategy and implementing the campaigns.
REA Group (Realestate.com) – Some details protected by Non-Disclosure Agreement. Contracted by the CEO to design the process, select suppliers and work with an internal professional team to implement a market monitoring process and customer behavior surveillance strategy. When opportunities are found a local verification process is triggered in the geographic area with appropriate sales and marketing activity to follow.
RSL Art Union – Build a fully triggered marketing process to migrate customers from traditional brochure mailing to an online relationship for this not-for-profit organization. Launch of new games on Facebook, followed by email then direct mail and finally outbound telemarketing. Removing customers whom purchase at each step hence eliminating duplication of contact and costs.
SEMA In partnership Marketing Makeovers won a tender for Optus – Some details protected by Non-Disclosure Agreement. Use 1.9 million pre-paid mobile customer’s daily usage records to create a behavioural based segmentation and construct appropriate offers and drive Return On Investment. Implemented an automated trigger based marketing program within the data warehouse that drove customer communication via SMS, MMS, voice messaging and email for retention and growth.
Telstra – as Segment Manager for SME’s designed and implemented a data based driven strategy to aggregate the usage of customer’s mobiles, fixed phone and internet services to retain and grow over 600,000 customers. This involved setting the strategy and team goals to sort some 43 million data fields a month with over 800 business rules to produce a personalized mail pack and call centre follow up.
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