Armitage - tuning data into insight

4 Tips for Success in Customer Relationship Management

“Customer Relationship Management” (CRM) is not an easy topic. Besides selecting a qualified and experienced CRM supplier, there are 4 Tips that we would like to share with the merchants.

1. Data Collection

Consumers in general hesitate to provide personal information due to privacy issue. Merchants must seriously review the UX of data collection workflow including:

- Data collection procedures

Data are ideally collected in “PAINLESS” way such as simple user interface of the page, short loading time, etc.

- Journey of Grabbing Data

Data collection is a “Journey”. Do not request consumer to provide all their personal information at one time. This would turn down consumer to engage with merchant.

- Provide convenience to consumer

Improve and provide convenience to customer experience journey such as buying procedure, after-sales service, etc.

2. Customer Segmentation

Customer segmentation is a must after data collected. Data such as transaction data (e.g. buying frequency, amount accumulation) and open data allow merchants to segment customers more accurately according to demographic, geographic, age group, preference, etc. So that merchant can identify right message send to right person at right timing.

With data mining, merchants are easier to identify VVIP and VIP customers. They can also identify who are the sleeping customers and wake them up.

3. Merchants’ Offering

After customer segmentation, merchants could tailor-made personalize offers to individuals. And those offers could be fine-tuned according to the conversion rate.

The purpose of personalized offerings is to engage consumers to repeat purchase. Those offerings must fit individuals and merchants’ interest, and must be ensured that the implementation is workable.

4. Easy to Engage

The most usual communication tools include mobile apps and instant messenger (e.g. WhatsApp, Facebook Messenger) and those tools allow the prompt interaction between merchants and consumers.

In addition, Armitage’s “AIRM” (Artificial Intelligence Relationship Manager) is an intelligent tool, which could help merchant to engage with customers. “AIRM” will automatically dispatch the special offers / reminders to designated ones on the specific date.

“AIRM” operates 7x24 and handles numerous customer inquiries with automation and rule-based engine. Also, “AIRM” will periodically send reminders / discount offers to “Sleeping Customers” so as to wake them up.

If you want to know more about AIRM, please do not hesitate to contact our sales representative.

Tel.: 2171 7890

Email: marketing@armitage.com.hk

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