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DMA: Data and Marketing Association
Consumer Help

Tips for an Effective Customer Experience

A continuing resource for DMA Customer Engagement & Loyalty Community members.
All members are invited to add their own bylined “tip.” Send your 3-5 sentences to dmacommunities@thedma.org with your name and company. Add to these existing topics or enter one of your own. You can also continue the conversation on Twitter #DMACommunities. Thank you!

How do you determine the right customer contact strategy for your business: frequency, personalization, content with or without video, etc.?

Personalized targeting, optimized offers for every customer, and frequency/cadence management through a coordinated omnichannel approach can increase both customer engagement and satisfaction. This requires measuring levels of customer engagement by both offers and frequency; and building models that predict offer engagement with a focus on scalability and repeatability of the decision-making process. Implementing the processes requires building dozens of predictive models that predict interest in offers and/or messages and deploying them in an optimization production environment for systematic calculation and deployment of propensity scores. Optimization engines enable, at any given point in time, allocating hundreds of marketing offers to tens of millions of customers, while continuously monitoring engagement levels to enable adjusting offers and frequency through an optimization process that incorporates model scores and business rules.

— Debbie Magee, Hilton

What is the right balance of data management and personalization to avoid being creepy?

Have a tip to leave? Want to be featured as a thought leader? All DMA members are invited to add their own bylined “tip.” Send your 3-5 sentences to dmacommunities@thedma.org with your name and company.

When CRM data discoveries are made, how fast should you alter the message or content to enhance the customer experience?

Have a tip to leave? Want to be featured as a thought leader? All DMA members are invited to add their own bylined “tip.” Send your 3-5 sentences to dmacommunities@thedma.org with your name and company.

What loyalty techniques remain successful to “surprise and delight” customers to build lasting relationships?

Loyalty techniques that continue to “surprise and delight” customers and build lasting relationships can include birthday or anniversary gift certificates such as the ones that many retail chains such as Bob’s Store, Ann Taylor and Loft send in the mail or by email, monetary value store coupons or bucks for annual spend. Nordstrom and CVS do this. Other incentives can include concierge programs for certain types of customers, having a tiered approach depending on level of usage. Examples could be going from a silver or gold to a platinum member. Early announcements or access to products or event tickets before the general public can access are other things that can build loyalty.

— Anne Kottler, Sage Communications

What if my company talks the CX talk but doesn’t walk the walk?

If culture is eating your CX and loyalty strategy, from funding to incentives to how you got to market, treat the
organizational shift to CX and Loyalty with the care and best practices of a change initiative. Many of these best practices have been the work of change and leadership guru John Kotter. Use Kotter’s defined 8-step model for navigating your loyalty ambitions through an organization; it can be a powerful reference.

  • Establish a sense of urgency.
  • Form a powerful coalition.
  • Create a Vision.
  • Communicating the Vision.
  • Empowering others to act on the vision.
  • Planning for and creating short term wins.
  • Consolidating improvements and producing still more change.
  • Institutionalizing new approaches.

— John Mullin, Javelin

How can your CRM team best take advantage of IoT?

IoT is disrupting all industries, exploding across all new facets of behavior and putting customers in the driver’s seat. It has set new customer expectations that most brands are struggling to meet. Today’s CRM efforts have to leverage the power of IoT to deliver unmatched customer engagement and experience. Here are 3 critical tips to consider in your CRM strategy for the future:

  1. Understand that it’s not about the things, it’s about the customer behind them. We call it the IoMe.
    Companies must tie all of that tracking back to the individual customer and build actionable insights which the brand can then use to personalize the customer experience and forge a more intimate relationship.
  2. Add machine learning to your analytical strategy (and eventually AI) – it will be a critical piece of the puzzle for making sense of the flood of data unleashed by IoT. We think of it like the PC before it was connected to the phone (and thus the internet). IoT is really only useful when you have a tool on the other end that can make sense of all the data it produces and respond in real time. Leading brands will take that a step further and provide predictive personalization.
  3. Use IoT as a tool for delivering relevance. The context made possible through IoT has ushered in a whole new set of customer expectations. Likewise, it is empowering marketers to finally be in the right place at the right time. Leading brands will find ways to tie into the emerging platforms for contextual commerce to drive sales. Payments will be a key component to build an easy, habit forming, friction-free customer experience.

— Matt Garrett, rDialogue

Can you train/reward staff not specifically designated as CRM to take on that role? E.g., bank branch managers — retail sales staff

Have a tip to leave? Want to be featured as a thought leader? All DMA members are invited to add their own bylined “tip.” Send your 3-5 sentences to dmacommunities@thedma.org with your name and company.

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