Whether you only have 50 customers so far or you’re already dealing with furious growth; whether you’re BtoB or BtoC; Customer Relationship Management must be a CORE issue for you. It’s about making SURE you’re prioritizing your clients correctly and following them in the right way, leaning on all the data you’ve collected on them  In this workshop, you get answers to questions like: which should you use between Oracle, Salesforce and Zendesk? How can you improve customer experience & loyalty based on customer base analysis & segmentation? How can you A/B test your CRM to maximize your CLV? How can you plan your email marketing strategy? & more.   Lena Langhoff is the Head of CRM at the Berlin-based, fast-growing startup Foodspring. She basically tailored the company’s entire integrated CRM strategy and managed its strategic planning in 12 countries 

1. CRM Tips & Tricks
The Family - 11th
of April ‘17
Lena Langhoff

2. FITNESS FOOD?
WHAT‘S YOUR FIRST THOUGHT ABOUT

3. REALLY?

4. THE MAJORITY?
WELL... WHAT ABOUT

5. REAL(LY)!

7. WHO WE ARE
SMART COOKING HEALTHY SNACKS

8. 0
302
0
1
04
DATA
- Food tech company
- Inhouse customer service
DIRECT-TO-CONSUMER
- Direct feedback
- Control all customer touch points
- Conversion-optimized ads +
website
INNOVATION & QUALITY
- Software approach in R&D
- Exclusive formulas, processes and
raw materials
BRAND > ECOMMERCE
- Own the customer experience &
supply chain
- Higher customer loyalty
- Quality and cost advantage
OUR APPROACH

9. CRM?
AND HOW DO WE DO

10. „A STRATEGY for managing
a company’s interactions with
customers – by using
technology to organize,
AUTOMATE and synchronize
business processes.”
THE INSPIRATION
01
DEFINITION
STRATEGY
AUTOMATE

11. „A STRATEGY for managing
a company’s interactions with
(potential) customers – by
using technology to organize,
AUTOMATE and synchronize
business processes.”
THE INSPIRATION
01
DEFINITION
STRATEGY
AUTOMATE

12. LIFECYCLE MARKETING TARGETS CUSTOMERS BASED ON THEIR STATUS AND
INTERESTS WITH PERSONALISED CAMPAINGS.

13. THE DIFFERENCE
CRM vs. EMAIL vs. EMAIL-MARKETING

14. „Email Marketing is still the
most PERSONAL form of
digital marketing.
It‘s about making REAL
connections with people who
WANT to hear from you.”
THE ADVANTAGE OF EMAIL
01
ADVANTAGE
PERSONAL
REAL
WANT

15. ...THIS IS WHAT
WE LEARNEDLEARNED

16. Make it feel like a
1:1 Conversation.01
02
03
04
Get to know
each other.
Build your
relationship.
Grow your brand as
a result.
3 STEPS TO BUILD A STRONG CUSTOMER RELATIONSHIP

17. DISCOVER THEIR MOTIVATES
– AS EARLY AS POSSIBLE
#1
MOTIVATION

21. ...AND START COLLECTING DATA
TO BUILD YOUR FIRST SEGMENTS
#2
SEGMENTS

23. DON‘T RUSH IT -
START WITH CONENTN
#3
CONTENT

24. MAIL 1 MAIL 2 MAIL 3 MAIL 4

25. MAIL 1 MAIL 2 MAIL 3 MAIL 4

26. SLOWLY START GOING
FOR THE SALE
#4
SALE

27. MAIL 1 MAIL 2 MAIL 3
•
•
MAIL 4

28. Openrates Clickrates
+ 114%
+ 304%
MAIL 1 MAIL 2 MAIL 3 MAIL 4

29. Make it feel like a
1:1 Conversation.01
02
03
04
Get to know
each other.
Build your
relationship.
Grow your brand as
a result.
3 STEPS TO BUILD A STRONG CUSTOMER RELATIONSHIP

30. #5
GIVE EVERYTHING
A PERSONAL TOUCHPERSONAL TOUCH

34. MAIL 4MAIL 1 MAIL 2 MAIL 3

36. STAY IN TOUCH.
#6
IN TOUCH

37. DAY 1MAIL 1 MAIL 2 MAIL 3 MAIL 4

38. DAY 1MAIL 1 MAIL 2 MAIL 3 MAIL 4
→

39. ↑MAIL 1 MAIL 2
↑
MAIL 3 MAIL 4

40. BE PROACTIVE
ABOUT SHORTCOMINGS
#7
PROACTIVE

42. EVALUATE YOUR RELATIONSHIP
#8
EVALUATE

43. NET PROMOTER SCORE

44. AND ASK WHAT
THEY LIKE ABOUT YOU
#9
LIKE

45. Make it feel like a
1:1 Conversation.01
02
03
04
Get to know
each other.
Build your
relationship.
Grow your brand as
a result.
3 STEPS TO BUILD A STRONG CUSTOMER RELATIONSHIP

46. MAKE THEM FEEL SPECIAL
#10
SPECIAL

48. REMIND THEM OF BENEFITS
THEY ALREADY HAVE
#11
REMIND

49. MAIL 1 MAIL 2 MAIL 4MAIL 4
↑
MAIL 3

50. CHALLENGE YOUR OWN
BELIEFS –CRUNCH YOUR DATA
#12
CHALLENGE
DATA

52. DEFINE WHEN YOUR CUSTOMERS
ARE BECOMING INACTIVE
#13
INACTIVE

54. AND WIN THEM BACK.BACK
#14

56. Motivation Feedback 15% Voucher
REACTIVATION

57. GO THE EXTRA MILE -
CHANGE THE CHANNELCHANGE
#15

58. REACH YOUR CUSTOMERS ON NEW WAYS. OFFLINE.
Motivation Feedback 15% Voucher Postcard
OFFLINE

59. ... AND CREATE THE
360° EXPERIENCE360° EXPERIENCE
#16

60. OFFLINE ALONE...
Sales
Days since sent out
POSTCARD

61. 1 MESSAGE - 3 CHANNELS
EMAIL FACEBOOKPOSTCARD

62. 1. Mail
Last Reminder
1. Mail to
non-openers
CROSS-CHANNEL BOOSTS SALES.
Sales
Days since sent out

63. Make it feel like a
1:1 Conversation.01
02
03
04
Get to know
each other.
Build your
relationship.
Grow your brand.
3 STEPS TO BUILD A STRONG CUSTOMER RELATIONSHIP

64. A/B TEST EVERYTHING.A/B TEST
#17

66. ↑
↑

67. ASK THEM TO ADVOCATE
FOR YOU
ADVOCATE
#18

68. ≈ 20% Friends & Family

69. #1 CRM & Email Marketing as cost-efficient tool for
customer retention
#2 Smart segmentation based on interest and lifecycle
status for higher returns
#3 Increase overall CLV through smart reorder-triggers
SEE YOUR BRAND GROW

70. #1 Get to know your customers – and let them know what
distinguishes you
#2 Personalise your interactions – give your brand a
(friendly) face
#3 Constantly analyze and reactivate – and increase your
CLV
YOUR KEY TAKE AWAYS

71. THANK YOU!

72. QUESTIONS?
Lena Langhoff| lena.langhoff@foodspring.com