What is a good strategy for
improving the accuracy of
customers’ personalised service?
6 minute presentation
Introduction
•  We are are guilty of treating
customers alike.
•  Out of those who try to
personalise a service, the
major...
Introduction
•  Many just randomly trial
marketing messaging and
promotions etc. to our
consumers without a real plan
or m...
Research Figures
•  85% of customers avoid companies where they’ve had a
bad experience.
•  41% of total online revenues c...
Research Figures
•  81% of British people think a small business is going to
serve their needs better than a larger compet...
Strategic Elements
Data
•  Data is key
•  It’s the foundation of any
business
•  Understand your audience and
how they interact with your
bra...
Test, Test & Test Again
•  Testing is the key to success
•  Gathering data whilst testing is
vital
•  Small incremental ch...
Tools
•  Don’t fall into the trap of using
the best of breed
personalisation modules,
advanced search and paid for
analyti...
Simple but Effective
Personalisation
•  The following are a few examples of how you can move to
personalise your communica...
Email
•  Obvious, but still not used as
much as it should.
Personalisation in subject line
and body of email will help
mak...
Social
•  A direct conversation is the
most personal service you can
offer
•  Don’t just monitor brand terms
or reply to d...
Measure
•  Finally you must measure and
record your activity to see how
success is achieved and then
repeat.
NEXT STEPS…
Thank You!
•  Any Questions or for further discussion:
– @georgeioannou
– Linkedin.com/in/georgeioannou
– @dig...
Upcoming SlideShare
Loading in...5
×

Good Strategies for improving the accuracy of a customer's personalised service

72

Published on

A simple presentation that outlines Multivariate Testing, Analytics, Email Marketing

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
72
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Good Strategies for improving the accuracy of a customer's personalised service"

  1. 1. What is a good strategy for improving the accuracy of customers’ personalised service? 6 minute presentation
  2. 2. Introduction •  We are are guilty of treating customers alike. •  Out of those who try to personalise a service, the majority place customers into pigeon holes and make assumptions. Image
found:
h.p://tha.hebonesyouhavecrushedmaythrill.blogspot.co.uk/

  3. 3. Introduction •  Many just randomly trial marketing messaging and promotions etc. to our consumers without a real plan or measurement across trials / tests. •  These are then trialed seeing which work and which do not like throwing sh*t against a wall and seeing if it sticks. Image
found:
h.p://tripwow.tripadvisor.com

  4. 4. Research Figures •  85% of customers avoid companies where they’ve had a bad experience. •  41% of total online revenues come from existing customers who make up just 8% of visitors to their website. Stats:
www.be.eryourbusiness.co.uk
 

  5. 5. Research Figures •  81% of British people think a small business is going to serve their needs better than a larger competitor •  66% of the UK population would spend a little more to get better service from their supplier Stats:
www.be.eryourbusiness.co.uk
 

  6. 6. Strategic Elements
  7. 7. Data •  Data is key •  It’s the foundation of any business •  Understand your audience and how they interact with your brand •  Then and only then can you start seeing how you can personalise your service towards them
  8. 8. Test, Test & Test Again •  Testing is the key to success •  Gathering data whilst testing is vital •  Small incremental changes can amount to huge benefits •  You don’t need to spend a fortune on tools, services. •  Just spend time trying to understand what your audience needs and how to be personalise that need to increase conversion and loyaltyImage
found:
h.p://verita‐group.com/

  9. 9. Tools •  Don’t fall into the trap of using the best of breed personalisation modules, advanced search and paid for analytics etc as a default purchase •  Once you’ve gathered data and tested your ideas and understand your audience then and only then is it time to act as you will have understood their needs. •  Then research the tools that may help you achieve your goals. Image
found:
h.p://www.errotools.co.uk

  10. 10. Simple but Effective Personalisation •  The following are a few examples of how you can move to personalise your communication whilst maintaining and increasing accuracy through data. •  These area relatively low cost and simple to implement
  11. 11. Email •  Obvious, but still not used as much as it should. Personalisation in subject line and body of email will help make create the sense of a personal email •  Segment the database and stop blanket emailing •  Keep trying to increase the data you hold against the subscriber, but asking further questions to store against their profile. Image
found:
h.p://h.p://bizmology.hoovers.com/
 

  12. 12. Social •  A direct conversation is the most personal service you can offer •  Don’t just monitor brand terms or reply to direct requests to your brand/service •  Try to monitor, interact and join conversations which are related to your offer and not only add value to the readers but give you a chance to convert to a sale •  Use polls, reviews to gain users confidence whilst adding a personal touch.
  13. 13. Measure •  Finally you must measure and record your activity to see how success is achieved and then repeat.
  14. 14. NEXT STEPS… Thank You! •  Any Questions or for further discussion: – @georgeioannou – Linkedin.com/in/georgeioannou – @digitalandwise – www.digitalandwise.com – +44 161 946 3851

×