Marketing Effectiveness: Delivering a relevant Customer Experience

Customers and prospects interact with organisations in many ways.  Invariably, these interactions generate data, providing information of value on their requirements, likely purchasing decisions, attitudes, geographic and demographic values, and their potential value to an organisation. Yet organisations often fail in their attempts to communicate in a coherent or relevant way with their customers.

It is easy to fall into the trap of taking a ‘campaign’ view of customers; selecting customers for activities without understanding the impact of multiple ‘touches’ on recipients. The result is wasted marketing resource, disengaged customers and prospects, and increasing levels of opt-out. The causes are partly because of the ease with which emails in particular can be sent, and partly a failure to create and maintain an effective single customer view and campaign history. Managing in-bound response presents its own challenges; it’s easy to see how relevant web interactions or phone contact can be tailored to enhance the value of the interaction, but implementation is a complex challenge.

Percassity Solutions have long experience in devising contact strategies that meet organisations' needs for integrated inbound and outbound campaigns that deliver measurable value to the business.