1
Identify customer life cycle groups. Figure 9.21 illustrates this approach. As visitors use
online services they can potentially pass through seven or more stages. Once companies
Customer extension
Deepening the
relationship with the
customer through
increased interaction and
product transactions.
Share of wallet or
share of customer
The proportion of
customer expenditure
in a particular category
that belongs to a single
customer.
advertising and sales promotions in response to questions asked by customers via the bank’s website.
The adverts change automatically depending on their relevance to customer questions, or to products and
services Barclays wants to promote. For example, when customers ask questions about foreign currency
accounts, ‘Ask a question’ will provide a specific answer and display adverts for travel insurance, the use of
debit cards abroad and foreign mortgages. As well as promoting products directly relevant to the customers’
search, ad serving is used to cross‑ promote related products and services. These ads provide customers
with an appealing call to action that speeds sales completion and increases response rates.
Advertising products alongside search results is producing high conversion rates with 12% of custom‑
ers responding to a product advertisement. ‘Ask a question’ is also improving usability, allowing customers
to access all of the content relevant to them from a single click or question. By integrating ad serving with
‘Ask a question’, Barclays have been able to achieve high levels of behavioural targeting that have previously
only been available through expensive and complicated website analytic tools. Because advertisements and
promotions are served in response to customer enquiries, there is no need for the system to log or track vast
amounts of historical customer data to analyse and predict customer behaviour in order to deliver targeted
information. This cuts the complexity of delivering targeted information and increases sales.
Source : Transversal (2008) UK companies fail the multichannel customer service test. Research report, March.
Customer extension
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Chapter 9 Customer relationship management
have defined these groups and set up the customer relationship management infrastruc-
ture to categorise customers in this way, they can then deliver targeted messages, either by
personalised on-site messaging or through emails that are triggered automatically due to
different rules.
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