Omnichannel Promotion | How to find an effective user interaction strategy?

With the development of technological trends, a customer-centric integrated operation model can connect the data of ONE_ID of all-channel customers, realize digital customer management, and provide them with a more consistent service experience.

Among the many marketing channels, how should companies interact with customers to achieve more results with less effort and improve conversion rates?

Shi Yanjun mentioned in his book Digital Customer Management[1]:

“You have to be where your customers are.”

Generally speaking, companies are willing to maintain more frequent contact with customers with high contribution value, and relatively less contact with customers with lower contribution value, or let low-contribution customers complete the service by themselves. Customer interactions can be divided into three main types: high-touch, low-touch, and technical-touch.

The differences in business models among companies lead to differences in the way they interact with customers, the frequency of interaction, and the types of interaction channels they choose.

1. How to choose the appropriate customer interaction mode

1. High-Touch Service

Sales service personnel maintain more face-to-face contact opportunities when providing services to high-value customers. High-touch services require more staff involvement than low-touch services. For companies such as insurance and finance that require customers to pay hundreds of thousands of dollars or more, a high-touch approach is the best engagement strategy. If your customers have high contract amounts to pay, a high-touch approach is recommended even if the number of customers is very large. For example:

• Credit review for large loan applications;
• Renewal of motor insurance policies;
• Trust and private equity financial management.

2. Low-Touch Service

For customers who are familiar with the interaction scenarios or for whom face-to-face communication is of little value, the high-touch model is obviously too costly. When providing services to customers, companies can reduce face-to-face contact opportunities and provide low-contact methods such as telephone or self-service. For example:

• Simple service registration process;
• Scan QR code for mobile payment in stores;
• Problem complaint feedback hotline.

3.Tech -Touch Service

A form of contact that features digital technology as its main feature. The development of technology has lowered the threshold for customers to connect to services, improved contact efficiency and reduced sales costs. The long-tail effect brought about by the Internet makes it an inevitable trend for companies to access services through technology. Situations of technology exposure, such as:

• Follow the WeChat public account to learn about stock market trends;
• Credit check for online loan applications;
• Attend online webinars;
• Receive push notifications from mobile apps.

The operation technology contact service model, the time, method, content and channel of the contact are very important to the success of the contact effect. Therefore, obtaining refined customer portrait information and behavioral insights can be used to improve digital contact strategies, find accurate customers to initiate interactions, and improve the efficiency and success rate of data contact.

【Analyze through the customer's basic, asset and preference information】

2. How to find accurate customers and improve conversion effects

In the past, companies may have focused more on the power of channels, but now they need to take action around customers. Before a company has established a relationship with a customer, the first thing to do is to let the customer get to know you and build trust, then the opportunity for order conversion will naturally come.

How to judge whether customers are interested in the company? You can use customer behavior analysis to capture customer content, preferences for reach channels, and even geographic location. for example:

• Customers who receive your product and service push notifications and are interested in browsing them;
• Retained and active customers who have downloaded enterprise-related apps;
• Customers who are looking for products and services related to your company;
• Customers pay attention to the access tracks and content of enterprises on a daily basis;
• Consumers with historical order records;
• Customers who are willing to recommend your company’s services to their friends;
• Customers who proactively make suggestions for improvements to a business.

After operators superimpose and combine the conditions of customer attributes, behaviors, orders, and device attributes, and then execute marketing strategies, they can carry out precise marketing activities for designated target customers.

[Strategy example: superimpose the conditions of user behavior + order attributes + device channel + time dimension]

Of course, avoid repeatedly disturbing customers who have clearly rejected you, and try to initiate interactions with customers who are interested in your company's content. Therefore, companies need to have a thorough understanding of the promotion effects and customer conversion status of each channel in order to plan effective marketing activities to reach customers and improve conversion rates.

3. Analyze the effect of omni -channel promotion and find effective interactive strategies

The challenge facing businesses is that managing multiple channels is becoming increasingly difficult. When companies discover potential customer groups, they need to choose appropriate channels to reach customers, establish and maintain communication, and recommend content and services that customers are interested in. This makes collaboration between channels increasingly complex.

Therefore, efficient integrated management of omni-channel digital contacts is the best choice. For example, platforms that provide big data services in SaaS, PaaS and other models can integrate omni-channel promotion data such as APP, WeChat public accounts, mini-programs, SMS, web, and mobile h5. Through data analysis, more valuable promotion channels can be found.

【Integrated analysis through channel + user life cycle + channel user life cycle】

[Conversion analysis case: comprehensive analysis of key behaviors such as registration activation, account opening conversion, and first investment conversion]

Another point worth focusing on is that real-time judgment of the effectiveness of marketing scenarios reached through different channels and methods can enable companies to quickly adjust their marketing strategies and eliminate strategies with poor results.

When an enterprise masters the successful effects of real-time interactive strategy execution, as long as it continues to repeat this process within a certain period of time, it can often produce very effective order conversion results.

Source: Hujin Marketing Research Institute