Marketing Automation & E-Mail Marketing | SALESmanago [Benhauer - Marketing Technologies]

Customer Engagement Index

 

This specially designed functionality lets you carefully track the engagement of any individual customer from the moment a new contact is sourced, through purchase and retention to the exit stage. The special algorithm is calculated following a detailed analysis of customer behaviour on your website and in social media as well as customer interactions with e-mails and marketing campaigns sent to them. The result is presented on the contact card available in CRM SALESmanago

How does Customer Engagement Index work?

The index enables us to address a number of fundamental sales and marketing issues such as reaching the group of most valuable prospects at the sales stage as well as reaching the group of “vulnerable” customers who are losing the status of active customers.

The index contains several basic components but is generally made up of two halves. The left half focuses on customer engagement level prior to signing a contract or finalizing a transaction. The other half is centered on customer engagement at retention and exit stages. The index is further divided into four quarters appearing in the following sequence:

  • nurture stage
  • purchase stage
  • retention stage
  • exit stage

After adding the customer into one of the two halves the system measures the customer’s engagement defined as their level of involvement in several areas, e.g. opening emails or behaviour on your website. Then, on the basis of the score achieved each customer is assigned to an appropriate stage.

What are the four stages of customer lifecycle?

  • Nurture stage - the initial level of contact with a prospect. At this stage prospective customers are normally targeted with LeadNurturing campaigns, which is how they learn more about what you have to offer them. On the one hand, prospective customers explore your offer on their own, yet on the other hand you make sure that with a number of automations put at your disposal this process is made as easy as possible.
  • Purchase stage - your prospective customer at this stage is ready to take a decision to purchase. At this stage of the sales and marketing process it is advisable to contact your sales force and ensure that the customers receive detailed and effective offer tailored to their needs and interests.
  • Retention stage -  customer retention will mean different things depending on your business and the product offered. For companies selling SaaS software a retained customer will be the one who regularly pays subscription fees while for e-shops customer retention means regular purchases made by a particular buyer. In any case, it is always reasonable to check and know whether the customers you have acquired and led to the purchase stage are still with you.
  • Exit stage - it is the stage where customers whose level of engagement has begun to drop are added. Note that if you do not respond to this change you are likely to lose customers that have reached this stage. Therefore, it is so important to monitor customer engagement and to automatically and immediately respond to such changes. Acquiring new customers involves costs so by relying on automated solutions that sustain customer engagement you simply save your money.

Effects of use

  • Current control of the customer engagement level at each stage of the customer lifecycle
  • Automated responses to changes in the engagement level
  • Optimization of MQL, SQL and SAL lead qualification process
  • Marketing and sales messages adjusted to the direction of changes in the engagement level 

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