CRM and Reaching Your Customer
Leveraging customer data to create targeted and relevant campaigns is a “no brainer”. Why would you want to spend more and reap less results in a broadcast approach. Yet too few companies implement database marketing campaigns this way.
Again and again the theme is that there is a disconnect between marketers and technology. The tools are available but they are not being used effectively. If marketers get this right, the would have reached the proverbial pot of gold at the end of the rainbow.
Today I got a taste of of this fantasy. The product is called Rate Integration Loyalty Management. Real times offers to customers based on their current and past behaviour personalised to him or her. Tell a customer that if he spends RM20 more in the next week to received a RM50 hotel discount voucher. Not great? Imagine telling him that while he is till in the shop.
Watch this space! I’ll give you a peek as we start our first campaign and tell you the magic you can create.