How to better understand the customer, part 2. Customer Journey automation

Date: 2020-08-27 | Time of reading: 4 минуты (703 слова)

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The second part of the article "How to better understand the customer". In the first part, we talked about the customer journey map (CJM): why you need it, what sources you should take information from, and what data you need to put on the map. At the end, we built the CJM based on our own checklist for illustration purposes. Today we are telling you how you can use scenarios in the marketing automation platform to build a customer journey.

Scenarios are a special tool for automating marketing processes and creating a digital customer journey. The Artkraft Marketing platform has different conditions for running customer journey scenarios:

  • When a specific event occurs like an abandoned cart, an abandoned product view, a registered goal on the site, and others.
  • According to the specified schedule for the selected audience.

We share with you examples of the customer journey that will help you increase sales, attract and retain customers.

Welcome scenarios

Welcome emails are primarily required for double opt-in confirmation of subscription by the user. Welcome scenarios help increase customer engagement from the moment of registration. Using these scenarios, we gently and unobtrusively form brand loyalty and accompany a customer you on the way to purchase. Thus, the company manages to grow a regular customer.

Features of the welcome workflow:

  • Automates the email subscription confirmation process.
  • Assigns welcome bonuses and promo codes.
  • Sends requests to the sales department for inactive users.
  • Reminds you to register via SMS, push, or custom channels like social networks or messengers.

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“First purchase” scenarios

The customer is introduced to the product through the automated “First purchase” scenario. The customer journey helps them understand the benefits and value of the brand. You engage them from the first letter and lead them smoothly to the conclusion of the transaction.

Features of the "First purchase" workflow:

  • Runs the scenario after the target action is completed.
  • Reactivates the customers who did not show interest in the email or opened a website but did not make a purchase.
  • Assigns promo codes for a private sale or promo goods.

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“Customer loyalty management” scenarios

A type of scenario aimed at increasing customer engagement and loyalty. In the Altkraft Marketing platform, you can check loyalty using order data, average receipt, or the number of accumulated points.

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“Customer reactivation” scenarios

You can set up regular customer activity checks in the platform. If activity drops, an automatic reactivation scenario is triggered.

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“Payment reminder” scenarios

The reminder model is suitable for financial organizations, banks, streaming services, insurance companies, and online universities. Using this scenario, it is convenient to remind customers of the loan repayment date, service or subscription renewal.

The dynamic segment in the platform selects only current data at the running the script. Then a series of payment reminder emails is sent to customers. After each notification, the platform checks whether funds have been received on the account.

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Cross-sell scenarios

Cross-selling is a method of increasing the average receipt by selling related products or services. The customer journey of this type is effective for all areas of business. Let's take an example: the email workflow used by banks.

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Upsell scenarios

This automatic scenario helps to increase the average bill. A series of upselling emails helps you build stronger and more lasting customer relationships. Use the right approach in upselling. Make sure the user is happy with the brand, focus on customer benefits, and be discreet.

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For your convenience, we have compiled all the customer journey scenarios into a single file. You can download it here.

Conclusion

An automated customer journey is an automated workflow of emails that can make a marketer's life easier. You can use them to manage customer loyalty, increase their engagement, and build long-term relationships. In this article, we have collected the most basic scenarios that will help you achieve your goals. They are easy to implement, but if you feel hesitant about a particular step, please contact us. Together, we will figure out which customer journey you need.

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Author: Anna Volkova

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