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| Actions and Solutions |
The group takes the insights gained from data analysis a step forward, to deliver insight driven campaign strategies and tactics that achieve the client’s business objectives, ensuring that their budgets are invested intelligently and cost-effectively. Insight is now being used to drive all successful loyalty card programmes and is the number one factor for all ‘next generation’ programmes. The range of activities undertaken by the group’s consultants include:
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Lifecycle based communication strategy – Insight analysis can provide an organisation with valuable understanding of how to build long-term relationships and brand loyalty. However, developing a strategy to address this requires a combination of technical understanding, business experience and marketing knowledge. Lifecycle based communication strategies are especially fundamental to recognising the extent of a customer’s loyalty, their needs, contribution & potentials. From this, clear business objectives and campaigns for intelligently communicating with customers at differing stages of their lifecycle can be designed. |
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Behaviour triggered campaigns – Behaviour triggered campaigns are designed, and often carried out automatically, to target customers with specific behavioural characteristics in order to encourage positive behaviour or prevent negative behaviour. This might include a particular offer / recommendation based on a current basket, an incentive to reactivate newly lapsed customers, or a reminder to encourage customers who choose to upgrade. Behaviour triggered campaigns are often model-based with accurate timing and low administrative costs. |
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Acquisition strategy – Based on the characteristics of valuable customers identified by demographic and behavioural segmentation, customer acquisition campaigns can be tailored to appeal to the needs of those customers, through the channels that are most likely to reach them and to the locations that are most likely to find them. Campaigns can be used to increase response rates and lower acquisition costs with lifetime value modelling providing a tangible basis for realistic acquisition budgets. |
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Retention strategy – Behavioural segmentation and churn modelling can predict the likelihood of customers defecting at an early stage, and identify the critical window period that can prevent this from happening. Driven by this knowledge, retention strategy can be designed and automated to communicate with different segments at different times and with different incentives. Our experience has shown that these strategies reduce churn rate and result in excellent ROI. |
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Cross-selling and Up-selling – Insight analysis provides a rich basis for targeted and cost-effective cross-selling and up-selling. This is often initiated and driven by a client’s specific objectives, e.g., seasonal promotions, launching new product, improving competitive edge or increasing profit margin. Understanding customer needs and recommending the right products can improve brand loyalty and customer satisfaction. A badly targeted campaign, or hard sell, is not only a waste of money, but also risks the brand image and customer relationship. |
We work closely with our clients and have delivered many insight driven strategies and campaign tactics that have generated measurable business benefits and improved customer satisfaction.
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