How to set up a long-term Data-Driven Omnichannel CRM Roadmap to better recruit, retain and grow its clients?

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How to set up a long-term Data-Driven Omnichannel CRM Roadmap to better recruit, retain and grow its clients?

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Themes

Data-driven, client activation, personalized messages, relevant messages, customer behavior, preferences, segmentation strategy, current customer value, future customer value, clients, customer service, Omnichannel, CRM, Roadmap, long-term, recruit, retain, channels, marketing strategy, customer satisfaction, engagement rate

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Abstract

To become best-in-class in terms of data-driven client activation, the company should aim to deliver personalized and relevant messages to each customer across all channels, and at each stage of the customer journey. This requires a deep understanding of customer behavior and preferences, and a well-defined segmentation strategy that leverages both current and future customer value.

Understanding the situation and challenges
3 Years-plan

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[...] Customer satisfaction Engagement rate To develop a consistent view of campaign and overall plan performance, the company should use a standardized measurement protocol that captures data across all channels and markets by including: • Attribution modeling • A/B testing • Data visualization • Regular reporting Revenue generation after the 3 years-plan Assuming that the company's sales are 3 million euros at the start of the 3-year plan, we can estimate the revenue generation at the end of 3 years by taking these values • Conservative growth rate of per year • Conversion rate of 0.2 per year 1. Assuming that 75% of the CRM database consists of One-Timers → the company will convert 1.5 million One-Timers into Repeaters → revenue of approximately 3.375 million euros 2. Assuming that 20% of the CRM database consists of Repeaters → additional revenue of approximately 4.5 million euros 3. [...]

[...] Data-Driven Omnichannel CRM Roadmap to better recruit, retain & grow its clients I. Understanding the situation & challenges To become best-in-class in terms of datadriven client activation, the company should focus on : Building a comprehensive and sustainable omnichannel client activation strategy Developing a deep understanding of customer behavior, preferences, and purchase patterns Using this information to tailor and personalize communications and offers across all channels. II Years-plan To achieve this, the company should focus on the following initiatives over the next 3 years: Implement a centralized data management platform Define and implement a new segmentation strategy Launch a pilot campaign to test the new segmentation Expand the use of the centralized data management platform Develop a consistent messaging framework Expand the pilot campaign to a broader audience and across more channels Scale the centralized data management platform to all markets, and ensure all local teams are trained and equipped to use it effectively. [...]

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