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We have developed our own system for collecting and storing analytics. It quickly processes large amounts of data, immediately calculates and displays analytical reports. You will receive the necessary information for any time period without delay. 14 summary reports and 13 data sets are available for you.

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![neuroscience-in-marketing.jpg](/uploads/neuroscience_in_marketing_acf0e571b2.jpg)

Our thoughts, feelings and actions are simply the result of neural activity in the brain. Marketers widely use insights from neurobiology to guess consumers' desires.

Thanks to neurobiology, it is possible to predict consumers behaviour and even manipulate their decisions. Neuromarketing used to be considered an unconventional approach, but in recent years results of neurobiological researches have become much more popular among marketers. For example, they shows that users rely on intuition when it comes to making risky decisions (such as buying from an unreliable online store), and that advertising banners on social networks attract more attention than those on blogs.

**According to Marketing Charts, 70% of marketers in 2020 used Facebook for advertising and 41% used Instagram.**

![Social media advertising.jpg](/uploads/Social_media_advertising_aa7153ae24.jpg)

## Neuromarketing techniques that worth trying out

### Loss aversion

For human beings, the pain of loss is stronger than the pleasure of acquisition. Think back to Black Friday: consumers are not only passionate about making a purchase because of big discounts on a product, but the idea that they will miss out on a good deal plays an important role. Amazon uses the same neuromarketing method when it lists products that will soon run out of stock.

### Decision paralysis

Consumers have a hard time making purchasing decisions. Paralysis theory explains it this way: when we have a large assortment of products in front of us, the brain actively analyzes them and eventually freezes into inaction for fear of making the wrong choice.

Usually consumers are provided with a long list of goods, and so they get lost in front of the assortment. If divide the list into groups that are easier to perceive, the result will surprise you.

## A scientific approach to marketing

Let’s turn to statistics. Creative agency Fabrik cites the following data:

- 90% of consumers' purchasing decisions are made subconsciously;
- human brain processes visuals 60,000 times faster than text;
- marketers spend up to 70% of their time to attract the attention of customers.

There is researches proving that advertising with people is more effective than advertising without them. Consider the packaging of Lay’s potato chips or Kinder Chocolate milk chocolate. On the former you can see celebrities, on the latter — smiling children.

```note
Google, Disney and CBS have already invested in neurobiological marketing. If such «giants» are serious about neuromarketing, it makes sense to follow suit.
```
![neuromarketing-based packaging.jpg](/uploads/neuromarketing_based_packaging_4d3fd31e1f.jpg)

### We suggest 4 ways to use neuroscience in digital marketing:

**1. Effective marketing requires emotions.** When your brand evokes a certain emotional response from the audience, people will subconsciously remember you as soon as the right trigger is launched. This is where visual neuroscience can be helpful.

**2. Pay attention to prices.** Have you ever wondered why the prices of many products are, for example, 299.99 or 399.90 euros, and not 300 or 400? Our brain subconsciously sees such numbers not close to value, but quite different. The lower the price seems, the better consumers feel about it.

**3. Motivate your customers to share their experiences with you.** That way you’ll get new customers who already [**trust**](customer-trust) the brand thanks to the advice of their friends. Positive reviews will tell consumers more about your product than any commercial advertising.

**4. Different people choose different things.** It’s convenient to think of consumers as one large community, but different people react differently to the same service or product. Each person chooses what suits better his/her interests and maximizes the benefits. Think about how to capitalize on the preferences, emotions, and moods of different consumers in your marketing strategy.

![neuromarketing prices.jpg](/uploads/neuromarketing_prices_d69ad2f133.jpg)

## How to use neurobiology while creating content

You’ll engage with your customers on a deeper level if you take into account the psychological characteristics of your customers when developing your content marketing strategy.

**First**, look at people’s internal needs. Do you know a single person who doesn’t want to be satisfied and happy? Content that evokes positive emotions has great success.

**Second**, become an old acquaintance to customers. When we see something familiar and relatable, the brain produces dopamine, causing pleasure. So, use colors, fonts and graphics in your content that remind of you as a pleasant experience.

**Third**, avoid complexity. Content should be understandable. Anything your brain deems complicated turns into an unpleasant task. Simplify text with subheadings, bullets, and lists. It will end up being easy to read and better digested by the visual part of the brain.

**Fourth**, surprise the reader. Keep novelty in mind when developing content. Don’t just use the same words and phrases in a new way. Add images to articles and experiment with formats.

**According to HubSpot, more than 92% of marketers consider video an important part of their marketing strategy. That’s the highest figures since 2015.**

![Video in marketing strategy.jpg](/uploads/Video_in_marketing_strategy_f9e6d6ed46.jpg)

## Summary

Neuromarketing has come a long way in the last 15 years. Neurobiological research has proven to be a powerful tool in understanding human behavior. [**We’ve**](/en) provided examples of how to operate with visual neurobiology to increase [**brand recognition**](povyshayem-uznavayemost-brend-ustanavlivayem-avatar-email-otpravitelya) and emotion to awaken the brain. Follow the latest research in neurobiological marketing and put it into practice.

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Learn how marketers use neuroscience to attract customers.

Neuroscience in Marketing: Practical Tips

![platform-updates.jpg](/uploads/platform_updates_d0e6143902.jpg)

We're constantly working on improving our platform. And we’re ready to present you important platform updates. 

## Rich Push

The platform now has an enhanced version of the push notification editor. It make it possible to  create push notifications for different OS and browsers. Outstanding notifications are sure to attract the attention of your customers.

Open the template editor. You’ll see the previous editor version. Create your Push and save it. Then open the template you have created again. Now you can work in the β-version of the new editor. This version will become the main option soon. 

### What you'll find in the new editor

**First** of all, as mentioned above, it has become possible to configure and preview Push notifications for different operating systems and browsers. 

**Secondly**, we've improved link settings in Push notifications. It is now possible to insert different clickable links depending on the browser. In addition, it became more convenient to switch between the following three link types:

- regular links;
- deep links – links that lead the customer directly to your application;
- adaptive  links - these links are used to redirect customers to different URLs based on what device the push was opened with (desktop, Android or iOS).

**Thirdly**, it is possible to customize the "app-push" structure for your mobile app. You won't need to make any changes to the application. We will set everything up, and your app will be able to notify your customers with Push notifications created in our platform.

**And last but not least**, we have added images, videos and buttons. Using clickable buttons you can  encourage your subscribers to click a link. This feature is available for Chrome, Yandex and Samsung browsers. For users of different iOS apps sounds and video settings are supported.

We've increased the speed of sending Pushes and added emojis to the Push editor.

 ![updates-rich-push.gif](/uploads/updates_rich_push_1918dff001.gif)

## Forms

A little over a month ago we’d announced that in Altcraft Marketing was added an internal service for creating questionnaires, surveys, tests and applications — [**Forms**](updates-in-the-altkraft-marketing-platform).

Now the Form editor has special fields for email and phone, and we made it possible to edit the field roundings. Customers can send you attached files. You can also add your own HTML code into forms. HTML code can be used in paragraphs and element descriptions.

![forms-updates.gif](/uploads/forms_updates_86fa516247.gif)

## Conclusion

We do our best to make your marketing easier and more convenient. And we're waiting for your [**feedback**](mailto:sales@altcraft.com). Tell us which updates you liked the most, and which ones caused difficulties. We're always happy to answer your questions.


medium_platform-updates.jpg

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We're excited to tell you about cool Altcraft Marketing platform updates.

Altcraft Marketing platform updates: Rich Push and Forms

![Customer loyalty.jpg](/uploads/Customer_loyalty_b322b70cb8.jpg)

One of the most important indicators in business is customer loyalty. A company that has a lot of loyal customers spends less money on advertising and, at the same time, gets high income. To make customers more loyal, it is necessary to regularly examine their relationships with the brand. In this article we will tell you in detail about customer loyalty: why it is so important, how to retain and measure it.

## Why do we need customer loyalty

Customers’ positive attitude towards a brand, company, or business is considered loyalty. The more loyal customers you have, he higher your profit and the [**trust**](customer-trust) of other buyers will be. But these are not the only reasons why customer loyalty is so important.

**First**, customers who love your products will come back again and again.
**Second**, they will recommend you to their friends and acquaintances, thus attracting new customers.
**Third**, regular customers will not spend time searching for alternative products.
**Fourth**, these customers almost do not respond to competitors ' advertising campaigns, because their needs are met.
**Fifth**, they are more likely to leave positive reviews and feedbacks that have a positive impact on business development.

## Why is it so important to retain loyal customers

Customer retention means that you are able to maintain good relationships with existing customers and to sell your products to them regularly. Let's look at the statistics to understand why you need to keep loyal customers. Business.com provides the following examples:

- If you increase the customer retention rate by 10%, the value of the company can be increased by 30%;
- A regular customer spends (on average) up to 67% more money than a new one;
- Increasing customer retention can increase profit by 25-95%.

This data clearly demonstrates that it's really worth paying attention to customer loyalty.

Customer loyalty is tracked in several ways.

## What metrics are needed to measure customer loyalty

### 1. Customer Retention Rate (CRR)

This parameter shows what percentage of buyers remained loyal to you over a specific period of time. If the retention rate is low, then you have few loyal customers, and vice versa. 

To calculate CRR you need three reference points: the number of clients at the beginning of the period measured (CS), the number of clients at the end of the period measured (CE) and the number of new clients during a given period (CN).

```img
img:/uploads/CRR_485006ae45.png
alt:CRR
src:Formula for calculating CRR
```
### We offer 5 techniques to increase CRR:

**1. Take a realistic look at your capabilities. **If you promised your clients something and didn't fulfill it, they are unlikely to come back to you.
**2. Play ahead of the curve.** By analyzing you can predict your customers' needs and offer them the right products or services on time. This way, customers will feel the attention and care from you.
**3. Set key performance indicators for your team and track them.** This way you can improve your customer service.
**4. Make use of social networks.** Interact with customers in social networks: keep a close watch on comments, read reviews. All this will help build trust with customers and increase loyalty.
**5. Conduct interviews.** This information will highlight problems in working with customers, as well as a quick solution to keep customers for a long time.

**According to Gartner, the increase in customer loyalty is influenced by increasing product value. 82% will remain loyal to the brand if the usefulness of goods and services increases.**

![Poll.png](/uploads/Poll_5ac60d915d.png)

### 2. Customer churn rate (Churn Rate - CR)

With this metric, you can calculate the number of clients lost in a certain period of time. If CR is low, it indicates high customer loyalty. If it is high, you should be more serious about customer retention.

```img
img:/uploads/CR_d28fa0a50b.jpg
alt:CR
src:Formula for calculating CR
```

### 3. Lifetime Value indicator (LTV)

This metric shows how much money a consumer spends in your store during their life cycle. When a customer is loyal, he makes you a good profit, increasing LTV. To calculate LTV, you need to multiply the amount of money that a customer spends on average a year in your store by how long they actually stay active. 

By this indicator, you control whether the cost of attracting customers does not exceed your income.

```img
img:/uploads/LTV_b222be9655.png
alt:LTV
src:Formula for calculating LTV
```

### 4. Repeat Purchase Rate (RPR)

Each of us strives to ensure that the customer returns to us again and again after making a purchase. The effective metric for assessing customer loyalty is the Repeat Purchase Rate (RPR).

To calculate this indicator, you need to divide the number of customers who have made several purchases over a certain period of time by the total number of customers for the same period. 

```img
img:/uploads/RPR_7eaf86a0c1.png
alt:RPR
src:Formula for calculating RPR
```

### 5. Upselling and cross-selling

Loyal customers are more likely to buy additional products that are offered to the already selected one. And if a customer looks into your store, buys the expected product, and then also buys products from a completely different category — this buyer is definitely loyal to your company. Upselling and cross-selling are usually combined to maximize revenue.

To determine the upselling indicator, you need to divide the number of customers who bought additional products by the number of customers who bought a single product.


### 6. Net Promoter Score (NPS)

To know NPS a single question should be asked: How likely is it that you would recommend our brand or product to your friends, relatives or colleagues? The scoring for this answer is often based on a 0 to 10 scale. Buyers who answers 9 or 10 are considered «promoters»; those who mention 7 or 8 are «passives»; and those who respond with a score less than 7 are considered «detractors». This survey is  a very useful indicator in evaluating loyalty, as a loyal customer is more likely to recommend you to your loved ones.

```img
img:/uploads/NPS_e6b4511a44.png
alt:NPS
src:Formula for calculating NPS
```

## What Altcraft Marketing offers

With the help of [**Altcraft Marketing**](/en) platform you will be able to implement any client loyalty program scenarios: generate promo codes according to a specified format, assign points, arrange email quizzes, and more.

Our team has added in the platform a special data collection service  - the Forms. Using the Forms you can design a survey or quiz, send it to your clients, and find out how loyal your audience is. 

Altcraft Marketing will also automatically calculate lifetime value if necessary. LTV is determined by the results of all client activities. 

```img
img:/uploads/LTV_Altcraft_Marketing_9e4119222c.png
alt:LTV-Altcraft-Marketing
src:LTV calculation in Altcraft Marketing platform
```

## Summary

Here are six metrics for measuring customer loyalty: 

1. Customer Retention Rate (CRR).
2. Customer churn rate (CR)
3. Lifetime Value indicator (LTV)
4. Repeat Purchase Rate (RPR)
5. Upselling
6. Net Promoter Score (NPS)

If you have determined during the calculation that your performance is high, do not relax. You should constantly support loyal customers: give gifts, attract them with promotions and discounts, and offer loyalty and reward programs. Using these metrics, it will be easier to retain existing customers and turn new customers into regular customers.

medium_Customer loyalty.jpg

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Customer loyalty.jpg

In this article we will tell you in detail about customer loyalty: why it is so important, how to retain and measure it.


Customer loyalty: what is it and how to calculate it

![data-protection.jpg](/uploads/data_protection_acb0b9f732.jpg)

The COVID-19 pandemic has turned the whole world upside down. The spread of the сoronavirus has affected all spheres of our lives: political, economic, labor relations, and, of course, business development.

Some companies could not resist the attack of the virus and closed down. Others quickly adapted to the needs of consumers and thus reached a new level. For example, now in hypermarkets it is possible to order the home delivery service, and employees of the hypermarket will deliver the ordered products home to the buyer wearing a mask and gloves. Banks allow people to apply for a credit card online, and bank representatives – wearing special protective outerwear – will bring it to the client's home.

**However, one of the main problems that have escalated during the pandemic is the need to ensure consumer privacy.** Unfortunately, during these difficult times, those who benefit from deceiving people have become more active. **From January to April 2020, more than 22000 residents of the United States complained to the Federal Trade Commission about cybercriminals.**

According to the Pew Research Center survey, **81% of Americans feel they have no control over the data that companies and the government collect about them.** Therefore, people have become more cautious about providing information about them.

![Data-control.png](/uploads/Data_control_e330f5b25a.png)

Marketers now need to take the issue of protecting customer data more seriously. A survey conducted by PwC three years ago showed that **87% of consumers would choose another company if they felt that their data was being treated irresponsibly.** Nowadays, customers are really concerned about their privacy, and it makes sense to respect their wishes. Otherwise you have a risk of giving profits to competitors.

Another example: according to Marketing Charts, **79% of users will only interact with social media advertising if they are sure that the platform protects their data.**

![Social-Media-Ad-Engagement-Factors.png](/uploads/Social_Media_Ad_Engagement_Factors_edc4143301.png)

## So, first, let's figure out where the threats to business come from

**1. Unreliable tools for data protection**

Because of the pandemic, many people have to work as distant employees. Some companies are able to provide the employees with special software, corporate equipment, and other tools to ensure security while working from home. Others don’t have the same opportunity. As a result, employees work on their personal devices, thus making confidential information easily accessible for cybercriminals. In addition, many of them have bought and used devices for distant work without checking their security and reliability.

Criminals, in turn, have become particularly active in using information about COVID-19 to influence people. Now users are sensitive to news about the pandemic, and they open any emails that contain information about the coronavirus. Phishing is exactly what is hidden in them.

**2. Mass dismissals of staff**

Because of the economic crisis in the world there were widespread layoffs of people. At first glance, this fact can in no way be linked to multiple cyber hacking. But unemployed people easily fall victims to cybercriminals. People, who were fired, receive letters with job offers. They open them and infect their devices with malwares and computer viruses.

Moreover, personnel of different security services were also among those dismissed. Some of them found new jobs, while others decided to use their accumulated knowledge in a different - criminal - way.

**3. Return of employees to offices**

After the end of the first wave of the pandemic, people resumed working in offices. Information security personnel began to reconfigure the system from remote access back to internal access. Just at that moment, the protection wasn’t as reliable as before.

The situation became further complicated by the fact that only part of the employees came out of quarantine, while others continued to work from home. In this case, it was necessary to adjust the protection to the new conditions.

**Now you know from which sides you can expect a blow to information security. But you should not rely only on protection.**

## Marketers can also take certain steps to prevent criminals from obtaining confidential information about clients

**1. Collect only the necessary data.** Do not require users to provide location, address, or additional phone numbers. When clients see that companies want to get a lot of extra information from them, first of all, their trust in the company is undermined; second, you have a lot of valuable data for hackers.

**2. Restrict access to data.** Why should your copy-writers and designers have access to marketers ' information? Give this opportunity only to those specialists who actually work with your customers ' data. This will reduce the number of vulnerability points. In addition, the fewer employees have access to confidential materials, the lower the likelihood of misuse of this information.

According to Marketing Charts survey **81% of Americans believe their data is less secure now than it was five years ago.** So, try to minimize the number of people who have the opportunity to use customer data. 

![Americans-Control-Over-Their-Data.png](/uploads/Americans_Control_Over_Their_Data_698a99444a.png)

```note
By the way, an administrator can control access roles using LDAP server when deploying the [**Altkraft Marketing**](https://altkraft.com/ru/)  platform not only within the organization, but also in the cloud.
```

**3. Use the password management tool.** If all employees use password management tools, it will reduce the risk of hacking. This service helps to store and encrypt complex passwords which are usually hard for people to remember. If a person does not have an access key, he will not be able to read any of the passwords.

**4. Don't split the data.** If you use different data stores, this means that information is stored in parts in unprotected places. When you have a lot of information, you may get confused about where the data is stored. This way, you won't even notice if there is a data leak.

```note
We also offer Artkraft Marketing clients to use the built-in Audit service. Through it, the administrator can easily track which objects and when a particular user changed them.
```

**5. Check whether the tools you use are safe.** If you are planning to purchase a new marketing tool, make sure that it meets the security requirements.

```note
For example, by integrating the Altkraft Marketingplatform into your corporate network, you eliminate the possibility of confidential data leakage. Personal information of your customers will be protected, and will never be transferred to third parties. The platform also meets all the requirements of the legislation of the Russian Federation: Federal Law of 27 July, 2006 № 152-FZ On Personal Data, and Federal Law of 21 July, 2014 № 242-FZ on Amending Some Legislative Acts of the Russian Federation in as Much as It Concerns Updating the Procedure for Personal Data Processing in Information-Telecommunication Networks (with Amendments and Additions).
```

## Conclusion

Now it is a good time to take certain steps to protect your customers' confidential data. Marketers must not only protect the information they receive, but also respect consumer privacy. This helps build the [**relationships of trust**](customer-trust) that today are undermined by attackers. So value your customers' trust and they will stay loyal to your brand for a long time to come.


medium_data-protection.jpg

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Nowadays, marketers need to take customer data protection more seriously. In this article we’ll explain how to protect important information from cybercriminals.

How marketers can protect confidential customer data during the COVID-19 pandemic

![updates.jpg](/uploads/updates_687d260752.jpg)

We are happy to share good news with you! There have been many updates to the Artkraft Marketing Platform that will make your work much easier. Find out right now what you might haven’t noticed and tested yet.

First of all, we want to draw your attention to the following new platform features.

## 1. Data collection forms

Do you still use third-party forms for creating questionnaires, quizzes, tests and applications? Now, Altkraft Marketing has its own tool for collecting information. We have created an easy-to-use Form Builder for collecting the data you are interested in. This will provide you with reliable information about your customers.

Accurate data will give you the opportunity to make targeted advertising and attract new customers. In addition, if you are aware in advance of what your customers are dissatisfied with, you will be able to react quickly to negative reviews and keep up your reputation.

Start with launching the visual designer. To do this, click on the word “Forms” in the left panel. Then click on the “Create” button. You will see a new form that you can edit at your own discretion.

You can also import profiles to the database automatically, update information about already existing users or add new ones.

The form can be placed on a separate page or integrated into the website as iframe code. When the form is published, you will have access to the relevant analytics. You can also download the obtained data as a file or import it to the profile database.

![Gif_3.gif](/uploads/Gif_3_91c12a3e0a.gif)

## 2. Multiple conditions in segments

Now, when building a segment you can select several campaigns or messages within a single rule. This will make them less cumbersome and save your time.

These are examples of selections that will simplify segmentation:

- subscribers who were sent messages within several campaigns and who didn't receive them;
- profiles that didn't react in any way to a long series of emails;
- subscribers who clicked any link within several campaigns;
- profiles that reacted to a long series of emails, while excluding profiles that did not interact with the mailings.

## 3. Segmentation based on the history of static segments

You know exactly whether the profile is in the segment or not. But what if the client  had appeared in the segment once or several times and then left it? Artcraft Marketing allows you to track all such cases related to the history of a static segment. Collect more data about your users and benefit from it.

For example, a customer had been making some purchases in your online store every month during five consecutive months, and then had stopped. At first, he got into the segment of loyal customers, but as soon as he stopped doing shopping, he had left it. Now you will not lose sight of such a person. After tracking such events, you can make an effort to turn this person into a regular customer again.

![Segmentation-by-history-of-static-segments.png](/uploads/Segmentation_by_history_of_static_segments_8e462c7539.png)

## 4. New approach to testing campaigns

Previously, each User of the Platform had to create contacts to test a new campaign. We’d decided that thus users of the Artkraft Marketing Platform were wasting their time, and we found the solution. Now each user automatically becomes a «customer profile». They  can tag  themselves in the database as a «test subscriber». It is also possible to test Push campaigns and custom channels.

![Push.jpg](/uploads/Push_4835e8b3d3.jpg)

Here are some changes that you might have not noticed. The Altkraft team always tries to notice any (even small) roughness that complicates your work in the platform, and quickly smooth them out.

## 1. Quick profile search

Previously, you had to create a segment to search for a particular profile. Now, to find the contact, type in some known information (such as phone number or email), and press enter. If you save the search link, you can quickly navigate to that profile even from other system.

![Profile-search.png](/uploads/Profile_search_6c64d79ea7.png)

## 2. Testing of trigger campaigns and manual start

The difference between a trigger campaign and others campaigns is that it doesn't have a schedule or limit. The trigger is just waiting for a special event  that will launch it.

There are situations when the trigger needs to be tested. To do this, we added the special button in customer profile - «Engage in trigger». When you click on it you will be  offered to select a trigger and fill in the content field. Testing a trigger allows you to be sure that your trigger campaign will perform properly.

Also, the {apicontent.} variables being substituted in the template are now available for preview in regular campaigns and broadcasts.

To do this, add the variable and the name of the field from which the data will be taken to the html template code (for example — {apicontent.field_name}). The changes will immediately appear in the preview.

## 3. The number of subscribers in the companies

It happens that one particular profile may have several contact details in the database. Because of this, the number of profiles does not correspond to the actual number of contacts you communicate with. In this regard, we made it possible to know in advance how many contacts will be sent the mailing list.

![Number-of-subscribers.png](/uploads/Number_of_subscribers_5623002d84.png)  

## 4. Changes in data import via the API and on the pixel

Now it is possible to import data at the same time as launching the trigger (as soon as it calculates that their actions match the desired event). Now you don't need to worry about the existence of a customer profile in Altkraft Marketing  Platform.

## 5. Password settings in the platform  

Everyone knows how important it is to generate complex passwords in order to securely store confidential data. We have configured the platform so that it recognizes frequently used passwords and does not allow creating unsecured  accounts.

In addition, new configuration parameters limit the password length and control its complexity. The most complex password policy is set by default, but you can change it in the platform settings. And if you suddenly forget your password, you can easily restore it by email.

## Summary

It was the list of recent changes in the Artkraft Marketing Platform. Our aim is to make your work easier. But if you find any updates confusing or difficult, please contact [**us**](mailto:sales@altkraft.com). We will answer all your questions.


medium_updates.jpg

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There have been many updates to the Artkraft Marketing Platform that will make your work much easier. Find out right now what you might haven’t noticed and tested yet.

New features in Altkraft Marketing Platform

![customer-confidence.jpg](/uploads/customer_confidence_eb1a158f1d.jpg)

Trust plays a key role in our lives. Human relationships are imbued with trust. You won't share your life with a person you are not sure about.

The same thing happens in business. It is consumer confidence that helps companies move forward. The purpose of building relationships of trust is making your customers loyal to your brand.

These days most of people are concerned about how their data are collected and stored. They will think a hundred times before giving information about themselves to a company. Moreover, every consumer had a bad experience with low-quality products or unfair performance of services at least once in life. In this regard, gaining trust becomes a complex and lengthy process that requires a special approach. After all, as soon as the buyer sees that he risks entering into a relationship with you, he will quit. According to **Stephen MR Covey**, trust is one of the essential elements of business, and the ability to create, preserve and restore trust is one of the most important skills today, inside and outside the office. When level of trust falls, the same thing happens, for example, with sales. Without trust business slows down and costs rise.

In this article we will tell you how to gain and maintain customer confidence.

## Firstly, ask yourself 4 questions:

**1. What is the reputation of your company?**

> Swedish chemist, engineer, inventor, businessman, and philanthropist Alfred Nobel said: “A good reputation is more important than a clean shirt. Unlike reputation, the shirt can be washed”.

Try to remember, have you ever let your clients down? If so, what have you done to fix the situation and not make the same mistakes again? These days, when everyone can tell the world about your mistake openly, it's very important to take care of your reputation. Show that you are able to solve difficult issues quickly, admit your mistakes and correct them.

**2. How do clients perceive your business?**

Think, do people feel that you care about them sincerely and want to help? If consumers see you as a company that needs only profit, they are unlikely to come back to you. Or they will immediately refuse to cooperate. Nobody likes to be used.

**3. What does your brand demonstrate?**

In the era of rapidly changing wishes it is important to understand whether your brand is associated with high quality, improvements in your business field and the ability to predict the desires of customers. When you make statements about yourself, you should correspond to them. Show that you are achieving your goals in a trustworthy way.

**4. Is your company associated with its results?**

> "We judge ourselves by what we feel capable of doing, while others judge us by what we have already done," said the eminent poet Henry Wadsworth Longfellow.

You have to show people that you keep your promises. If you are going to improve the quality of the product, or add a new delivery method, or cooperate with a new brand - do it! Customers are interested not only in your current results. They compare them to the past assuming what to expect from you in the future. Show consumers a visual history of your achievements. And people will advise your company to their friends with confidence.

Honest answers to these questions will help you understand what you are doing wrong and what you are missing in building a trusting relationship. Don't be the ones who talk a lot and don't do anything. After all, you can lose a client in an instant. And the cost of attracting a new one will be higher than keeping the old one.

## There are 6 ways to gain the trust of your clients and not lose it:

**1. Speak honestly who you are, what you offer, and how you run your business.**

Nowadays every large company should have a high quality website to attract attention and show its best sides. Write about the company and the product in detail. Don't forget to include your contact details and information about yourself. Users are more likely to trust firms that do not hide the information.

Consumers also respect transparency in business. This way they feel comfortable and confident because they know that nothing is being hidden from them. Find out what information your clients value and provide them with it.

Altkraft is transparent to its customers and partners. We don’t hide anything. For example, every year we submit reports to Federal State Statistic Service. This information is available for  everyone.

**2. Help clients make their values a reality.**

Consumers, when choosing a company, take into account lots of criteria. For example, how the product is produced, whether there is a team of professionals, what is the mission of the company and etc. Not the least role in this is played by the values that you transmit to the world. Such as:

- problems that you highlight and help to solve (for example, social, environmental),

- companies and organisations you work with,

- fair pay and good working conditions for your employees.

Customer confidence depends on how well your business helps consumers live up to their values.

When creating its products, Altkraft adheres to the following principles:

- solving real business problems;

- ensuring high speed and reliability of work;

- developing a clear and user-friendly interface;

- creating a scalable architecture.

According to Marketing Charts, only 20% of American buyers feel connected with their favorite brands. The remaining 80% believe that companies do not reflect their values.

![Brands.png](/uploads/Brands_c3abb11e64.png)

**3. Be involved with your customers, show participation.**

Companies that provide high quality customer service are in great demand. Organizations demonstrate this attitude because they understand the needs, desires and motivation of customers. When a company respects the customer, it is possible to increase productivity, sales and loyalty by several times.

Altkraft treats its customers with reverence. We instantly respond to any requests by adapting the product to the needs of users.

**4. Find out what people write about you on social networks.**

Regularly monitor your product reviews. This will help you understand what you're doing right and what should be fixed.

For example, users are complaining about long responses from the technical service. Take note of this and improve your feedback by giving your staff the right assignment. Consumers will see that you take into account their wishes and they  will continue working with you. Moreover, it will be a good incentive for your development.

As it happens, Altkraft does not need to track feedbacks about itself. We are constantly in touch with our customers in the chat. This allows us to solve problems in real time. Also users have an opportunity to influence our roadmap by taking part in platform development. In this way they get a product that is ideal for their tasks.

**5. Test your product on yourself.**

Follow your client's path. You want to convince people to stay with you. So you need to know the product that you are promoting. Try your product as a consumer to gain client experience. In this way you will discover the pros and cons and will be able to correct the situation if necessary.

Before releasing an update to the platform, Altkraft employees thoroughly check the result on themselves. This way they note the shortcomings and difficulties that customers may have and instantly fix the situation.

According to Marketing Charts, 94% of customers are likely to recommend the company with very good customer experience.

![Loyalty.png](/uploads/Loyalty_4632b78bba.png)

**6. Thank customers for their trust**

It may happen that you are too busy looking for new prospects and forget about existing clients. It is easy to predict that users will refuse the services of companies that do not remember them. Don’t forget to thank clients for their choice. Give promotional codes and personal discounts. By taking care of your client you increase their trust limit significantly .

**Conclusion**

When you extend trust to others, your work becomes effective. The truth is that you can influence trust: create, develop, distribute, and even restore it. Take our advice and do everything possible to reduce the number of losses. Thus, your speed will always be at the same level, and the costs will be minimal.


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From this article you will learn how to gain customer trust and maintain  it.

How to gain and maintain customer trust

![автоматизация_cj_en.jpg](/uploads/avtomatizacziya_cj_en_a539794cfa.jpg)

The second part of the article [**"How to better understand the customer"**](stroim-customer-journey-map). 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.

![EN_welcome_цепочка.png](/uploads/EN_welcome_czepochka_dd7a15ebce.png)

## “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.

![EN_первая_покупка.png](/uploads/EN_pervaya_pokupka_5aa07da7e4.png)

## “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.

![EN_лояльность.png](/uploads/EN_loyalnost_634457b353.png)

## “Customer reactivation” scenarios

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

![EN_реактивация.png](/uploads/EN_reaktivacziya_94ae7fadc2.png)

## “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.

![EN_Напоминание_об_оплате.png](/uploads/EN_Napominanie_ob_oplate_b4a88cedc3.png)

## 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.

![EN_cross-sell.png](/uploads/EN_cross_sell_287e202c50.png)

## 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.

![EN_допродажа.png](/uploads/EN_doprodazha_9503f36d02.png)


For your convenience, we have compiled all the customer journey scenarios into a single file. You can download it [**here**](https://altkraft.com/blog/en/8_main_mailing_scenarios.pdf).

## 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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The second part of the article ”How to better understand the customer”. We figure out how and why you need to automate the customer journey on the example of 8 main mailing scenarios.

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

![Altkraft_Marketing_platform_updates..png](/uploads/Altkraft_Marketing_platform_updates_6a03693d26.png)

Sharing our platform updates and telling you what they are for.

## Visual editor

A built-in visual editor has appeared in our platform. Now you can make changes to existing templates in a couple of clicks. You don't need to be a layout designer to do this - the necessary tools and blocks are at hand.

![Visual_editor.gif](/uploads/Visual_editor_96859a19ed.gif)

All features of the Altkraft Marketing visual editor:

-   Creating a new template or making changes to an existing one.
-   Many typed blocks: adaptive formatting, banners, videos, headers, lists, menus, and more.
-   Block “AMP-carousel”.
-   Easy navigation through the HTML DOM tree.
-   Editing in device-specific adaptation mode.
-   Working with classes and styles.
-   Ability to save your own blocks.
-   Custom image storage with search and automatic loading from external sources.

## Relations between profiles

Profile relations reflect the interaction between subscribers as well as their value. For example, the connection between social network users and bloggers — “likes”, subscriptions to each other and reposts of one content. It helps segment profiles based on their relationships. They simplify and streamline this process.

Relations between subscribers can be expressed as numeric or logical values. They can also be added to the email template using special variables. For example, using them, you can form a list of your favorite bloggers.

## Static segmentation

Now you can capture segments in our platform. Previously, only dynamic segments were available in Altkraft Marketing. With their help it is convenient to automatically segment the audience according to certain parameters. You couldn't manually add subscribers to them.

A static segment is a list you create yourself. You can upload data from your platform or CRM system. You can link a dynamic segment that will be used to create a permanent list of users. Alternatively, you can add data from some segments and exclude others. For example, to create a static segment with loyal customers of a company, you need to:

1.  Select a database that has the company's clients.
2.  Add a segmentation rule: "Make a purchase on the site monthly" or the other one.
3.  Create a segment.

If you have a separate file with loyal customers, for example, on your other platform, then you can add it to this static segment.

![Static_segmentation.gif](/uploads/Static_segmentation_b69be009ef.gif)

In the history of a subscriber's profile, you can see which segment corresponds to them now and which one they were in before. You can configure triggers and launch message chains based on this information.

## Auto subscription priority

It happens that one user registers on the site several times. The question arises: which email address should I send the message to? Previously, customers managed the priority of their subscriptions themselves. Now this happens automatically in the platform — the last contact becomes the highest priority and receives your mailings.

If the subscription status has changed, the previous contact takes priority and starts receiving emails again.

## Custom pixel domain for the Сloud

If you need your own domain for storing cookies, you can now connect it in your account settings. The settings are checked automatically.

The good thing about your own domain is that you can store cookie data without involving third parties and additionally protect the personal data of users.

## Replacing links in already sent messages

If you used an incorrect link in the letter, and it has already left, then you can still replace the link. Users will not notice this and will go to the desired section of the site.

You can change the link in the "Settings", "Custom links" section. It is enough just to create a new link of the "Replaced link" type.

![Replacing_links.png](/uploads/Replacing_links_40c6a79154.png)

## In the next issue

In the second issue, we will talk about improving the client profile, new funnels, presets for report columns, and much more. If you are interested in one of the new features in our platform and would like to learn a little more about it, do not hesitate to contact **[us](mailto:sales@altkraft.com)**.



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Telling you about updates in the platform: a new visual editor, relations between profiles, static segments.

Customer Data Platform

Omni-channel Marketing

Loyalty programs

Drag-and-drop email designer

Personalized mailings

MVT and A/B testing

Real-time analytics

Integration and WebHooks

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