The relational marketing plan that will delight your customers - Part 2

Finding the right composition

The customer management plan describes all the company's current and/or future customer relational programs, in order to achieve the objectives of Customer Relationship Management / CRM. It's the "Playlist" that lists all the good songs you're going to "play" to your customers and future customers!

In order to create tomorrow's hit, your relational program is characterized by:

- An iconic title (CRM objective): "Start Me Up" (to activate new customers), "Don’t Leave Me This Way" (to reactivate inactive customers)

- A well-identified audience (a target): new users, registered users, customers who have not purchased for X months, etc. 

- A KPI to measure its impact: % newsletter opening, % unsubscribing, rate of use of a service, etc.

Of course, like any song, a relational program is made up of:

- Heady refrains to set the pace of the dialog and to anchor your messages in the minds of customers thanks to automated marketing scenarios: these are series of messages sent automatically or "triggers" based on customer behavior. For example: I subscribe to a new online service on receipt of a welcome email, on receipt of a tutorial video on D+3, on receipt of a satisfaction questionnaire on D+15

- Different verses that allow the content to evolve through marketing campaigns: one-off operations, at a local or national level, which are defined by different elements (objective, target, message, communication channel, temporality, etc.), e.g.: a promotional campaign for the launch of a new product, a store opening, etc.

An example of a multi-channel marketing automation scenario, composed of business intelligence branches based on email and business behavior

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Having the right tempo

Once the customer contact plan has been defined, and the various relational programs identified, the workload must be anticipated and spread out over the year in order to properly manage the marketing pressure (see our previous article). So, let your inner "DJ" come out, and make sure you play "the right music at the right time". On the customer side, the risk of being overloaded is thus avoided. On the company side, the risk of "marketing campaign conflicts" that overlap due to a lack of communication between the different players in the customer relationship is then minimized.

Exemple

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Genius is 2% inspiration, 98% perspiration

The first step in the relational plan is to precisely formulate the company's CRM objectives. From this initial work follows the arbitration, prioritization, and construction of programs, campaigns and scenarios to be detailed.

Also, your plan is often based on hypotheses and biases, e.g., to prefer the mobile channel in customer dialog.

"Genius is 2% inspiration, 98% perspiration," said Edison. Your success will come through talent but above all a lot of work, like musicians who spend hours in the recording studio, rehearsing, writing, and then rewriting their compositions to ultimately achieve the desired results.   

Your customer communication plan will therefore be challenged and modified according to the results obtained. Favoring a "test & learn" approach will move your relationship plan in the right direction.

See you in the first week of January for our third and final article on the relational plan and its construction! 

Did you find this article interesting? (Re)discover our article on the relational plan and its purpose here

Discover also how to boost your website traffic with structured data here

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