In part one of this case study, we looked at some of the custom tools we developed for our client’s sales department. However, in addition to driving new sales, we also recognized the importance of helping their marketing department increase customer loyalty. In fact, a well-designed customer loyalty program not only has the power to transform your business, but it can save you a significant amount of money: studies show that it costs five times more to attract new customers than it does to keep current ones.
OroCRM comes with five basic tools to manage customers and drive loyalty. Here is how we used them to address our client’s needs.
By default, OroCRM’s website tracking tool will log which products or categories your customers are browsing, which pages they have visited, and which items they have added to their cart. It can also recognize anonymous activity and connect it to a customer account once it has been created.
In our particular case, there is a configurator on our client’s website that customers can use to pick a car model and customize it according to their personal needs. They can choose options such as engine type, exterior and interior packages, and accessories, although they do not necessarily have to select everything during a single visit, and can even visit multiple times before making a purchase.
The customer behavior tracker we developed for this project is customized to save information on any action that requests a confirmation in order to proceed. For example, if a customer chooses an exterior package, clicks “Next step,” and begins selecting an interior package, all of that data will be aggregated by the marketing analytics system, then sent to OroCRM. This data will then be used for various purposes, such as the following use cases:
- A customer can revisit the site and pick up their order where they left off. Their order data is recorded by the marketing analytics system, then moved to OroCRM, where it is processed. When the customer returns, the finance data app identifies them, then finds and restores their order information based on data retrieved from OroCRM’s API.
- Our client’s marketing department can use data in order to create refined customer segments for targeted campaigns. With access to advanced customer data, our client can organize their customers into meaningful groups and make personalized offers. For instance, by uploading a customer’s data to a social media service, they can show them advertisements for a specific type of car model that they were previously viewing or customizing.
- Our client’s marketing department can use collected data to analyze global user behavior in order to improve UX. Using the customer behavior tracker, our client can monitor a variety of factors, such as where their users most often leave the website or how many times the average customer visits before making a purchase. This makes it easy for them to identify any possible issues and fix them before they become a threat.
Customer segmentation is a fundamental aspect of successful marketing campaigns. In its most basic form, it involves dividing customers into groups of people according to various demographics and values, such as their priority, interests, or buying power. It also allows marketing departments to set up their activities according to their customers’ needs.
The ability to create customer segments is part of OroCRM’s default functionality. Users can simply choose which factors they wish to segment, add in filters to set the criteria, then click “save.” For this project, however, we customized this ability further so that our client could divide up customers based on several different auto sales-related criteria, such as:
- Payment method (cash, leasing, trade-in deal, etc.)
- Type of car (coupe, sedan, hatchback, SUV, etc.)
- Type of buyer (new driver, car enthusiast, etc.)
- Insured accidents
With integration into various systems combined with the robust segmentation engine, our client can also collect information on customers who have, for example, purchased an SUV and have been in a recent accident, or who have purchased a luxury vehicle and paid for it with cash. OroCRM will also generate a data grid that can be exported in .csv or .xls format, so that our client’s employees can use its data for different marketing purposes.
Using OroCRM, our client can go even further and create different customer profiles in order to reach their target audience. This is possibly the best way to take a closer look at customers and compare any expectations against their reality. To create a buyer persona, they can simply create a filter according to their target demographic, psychographic, and/or behaviors.
Marketing lists help identify which customers to target using OroCRM’s built-in email campaign feature, since different customer segments will get different newsletters, each with personalized content. For instance, if you have an MPV (multi-purpose vehicle), you may receive an email with tips for going on a road trip. However, if you have a luxury car, your email may instead contain information about custom parts and accessories.
After creating customer segments and using them to launch targeted marketing campaigns, it is important to also measure their effectiveness in order to determine ROI. OroCRM lets users compare results from different campaigns so that marketing teams can optimize their strategy. This also helps improve user productivity, since it allows everyone to see each campaign from the same view, making it unnecessary to constantly sync up.
This functionality was extremely useful for our client, since they have offices all over the world, each of which is responsible for launching campaigns in local markets. However, because these offices often collaborate with digital agencies, we had to come up with a way to separate sensitive campaign information. We solved this by creating different user roles and permissions for the digital agencies, which lets them launch their local campaigns and measure their results right through OroCRM.
Although selling cars is more difficult than many other consumer goods due to the complexity of the product and their high price tag, RFM (recency, frequency, and monetary) analysis can still be very helpful in creating customer profiles. For instance, our client can use OroCRM’s default RFM analysis tool in order to monitor VIP customers who have spent a certain amount of money or who have made a recent purchase.
To finish the full story, read the final part 3 of the case study.
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