Through leadership
The relational marketing plan that will delight your customers - Part 3
Anne-Sophie, Digital Marketing and CRM Consultant, addresses us on the importance of building a solid relational marketing plan to harmonize customer relations. In the previous article, you learned that a relational plan, like a musical composition, is a long-term job! Unless you are McCartney and wake up quietly one morning with the melody of Yesterday in your head, there is no magic formula: a relational marketing plan is built on hypotheses and will need to evolve over time.
Learn now the methodology to build it. Are you ready to compose your future symphony?
How to build a marketing plan
Know your audience well
So that your customers and future customers will be able to recognize themselves in your "texts" (see the marketing automation scenarios and marketing actions mentioned in the previous article) and will therefore be entranced by your "music", you must take the first step to get to know them!
The work done on modeling customer journeys is the essential basis for a good understanding of the customer. A customer journey can be defined as the typical route that a customer follows in his relationship and interactions with a company.
Reconstructing all the points of contact between the customer and the company thus enables you to get to know your customers better, and to activate "the right message at the right time", by setting up relational scenarios to enhance these points of contact and make them a source of value for the customer and the brand.
"I'll go wherever you go, no matter what place, no matter where"
To represent customer journeys, you can use mapping in the form of a "channels / stages" matrix. Each point at the intersection of a channel (website, email, telephone, social networks, sales outlet, personal space, mobile application, etc.) and a stage of the Customer Relationship corresponds to a "point of contact":
An example of a customer journey:
« Gimme, Gimme … Data & Tools ! »
Remember, your customer marketing plan is the musical composition that sets the customer dialog to music. This composition now needs instruments and voices to bring it to life.
Customer data is "the voice" that feeds the Customer Relationship. No data, no targeting, no personalization: no customer marketing plan. Generally, structuring relational programs requires data that the company does not yet possess, that must therefore be collected from customers. As a result, the development of a customer communication plan is often accompanied by the construction of a data collection plan that defines the data to be collected in order to segment its audience and personalize its communications, as well as the mechanics of structured data collection, in compliance with the GDPR.
In addition to the data itself, the company also needs "tools" to process it and implement the marketing actions of the relational plan: CRM, multi-channel marketing automation tool, customer feedback tool, analytics or data quality tools, etc. The development of a relational plan also requires you to choose and implement the right tools for your context and your objectives.
The relational marketing plan helps structure the customer dialog and harmonize the customer relationship.
The marketing action plan is implemented in order to improve, develop and enrich the most important steps and points of contact along the customer journey.
Customer journey mapping is a tool that helps build the marketing plan and the programs that make it up.
So, are you ready to set your audience on fire?
Would you like to be supported in the development and implementation of your relational plan? Contact our experts
