Internet Special report - A 360 Degree View of Your Customer (
Knowing your customer and what motivates that customer to buy is crucial to any direct marketing effort. But in a world where customers—and companies—are constantly changing and evolving, how can you be sure that your marketing team has what it needs to create campaigns that are on target every time?
To achieve optimal results from direct marketing programs, you must have a 360-degree view of the targeted customer base. Fortunately, today's technology makes it possible for you to get to know your customer, and for your customer to get to know you. Key technologies will empower your company to leverage the 360-degree view for personalized marketing.
The result: a complete view that drives revenue growth and more profitable interactions with your customers.
Tying It All Together—Single-Threaded Conversation. The "single-threaded conversation" is the foundation for building a customer interaction history and achieving a 360-degree view. It tracks all customer interactions across multiple channels, enabling multiple customer service representatives (CSRs) to conduct a continuous personalized dialog over time and across multiple touch points.
For example, your e-service system (which includes e-mail response, live collaboration and a sophisticated knowledge base) needs to communicate with your marketing system and with other systems, including analysis, commerce and CRM. Fundamentally, all systems that a company utilizes should communicate well enough so that when a CSR is looking at a customer record, that person is privy to everything the customer has done, whether it's by e-mail, telephone or any other method of contact.
When integration takes place, interactions improve and customers actually can feel the difference. Customers sense that they are important—and they are more likely to remain loyal.
More Effective Outbound E-mail Marketing. E-mail represents a powerful tool for delivering targeted marketing messages and other information to customers. The single-threaded conversation becomes a platform for more effective e-mail marketing campaigns that are readily measurable in real time.