For example, at the "desire" stage, to motivate the client, you can send special offers with a discount on the goods that he left in the basket. All applications that you receive through this funnel will be distributed among managers, and after the purchase, the CRM will help to further maintain contact with the client: it will send notifications about new products, promotions.
At the analytics stage, the system helps collect data across all channels and shows what worked best for you and where the process can be “pumped up”.
Trend #2: Microsegmentation
Every time you interact with a client, you collect a certain amount of data: how and where the contact took place, what the clients responded to, whether they “hung” at some stages or showed interest.
How can you start working with them? Through segmentation and micro-segmentation , another trend for next year.
Segmentation in CRM helps to personalize benin consumer email list the approach:
B2C - taking into account behavior, demographics and preferences;
B2B - by company size or industry.
Moreover, microsegmentation is replacing traditional segmentation , because customers are already expecting more precise, advantageous, and striking offers.
With the help of a CRM system, you can manage micro-segments, identifying even narrower audience groups based on their needs.
For example, you can remind the client that the contract has ended and hint at an extension.
Important: in B2B, microsegmentation is not always applicable; sometimes it is enough to simply correctly update the data in the counterparty card in the CRM.
Example: PetShop identified 12 customer churn groups. They mostly left for two reasons: they didn’t like the packaging update or the loyalty program change.
Identifying issues and adjusting the program quickly reduced customer churn by 20%.
Below is our example of a micro-segment mailing (dog owners choosing a specific brand of dry food without peas), which will help to neutralize possible negativity: