Segmentation, Customer Value, Churn & Purchase Behaviour

Summary

Organisations are using customer-centric marketing to create personalised messages, products, content, and more to ensure the consumer is getting exactly what they want and need.

Savvy organisations are collecting and using the internal and external data in the customer landscape to make deliberate, informed decisions about personas that they can target to better use their marketing spend, putting them ahead of their competitors and giving them a better understanding of their customers.

These organisations are also generating competitive advantage by anticipating and preventing churn whilst simultaneously increasing customer lifetime value.

Artificial intelligence is driving more consist, proactive, relevant, timely communications by augmenting interaction with real-time suggestions for up-sell, cross-sell and retention.

Data Collected

Purchase, Recent Enquiries, Returns, Visits, CRM & POS Data.
Demographics, Interests, Price Sensitivity, Memberships.
Text, Questions and Responses, Surveys.
Website Interactions and Movements.
Facebook, Twitter and Other Social Media Data.
Chatbot and Customer Service Data and Records.
External Data including, Seasonality (time of year), IoT, GPS, etc.
Unstructured Data including Video, Image, Audio, etc.

Key Technologies and Processes

Collect and Centralise the Data

Transform the Data into Useful Insights and Predictors

Join disparate data sets using common, single customer views.
Cluster Analysis to identify customer groups (personas) and generate rich insights by understanding current interactions and large amounts of CRM data simultaneously.
Machine Learning and Predictive Analytics for customer behaviour including upsell opportunities, churn warning and likely purchase behaviours.
Artificial Intelligence to support human / chatbots interactions.
Understand and categorise interactions (including social media) and identify sentiment to generate greater insights.

Outcomes

Single Customer View.
Data Driven Customer Personas (segmentation) to understand typical customer groups and their motivations and interests.
Buyer Cycle, Churn Risk and Up-sell/Cross-sell Opportunities.
24-hr customer service availability at reduced costs (chatbot).
Identify Customer Sentiment consistently and react fast.
Ability to proportionally service high-value customers.
Increase customer lifetime value and increase retention.
Ability to anticipate churn indicators to proactively intervene.