A smart approach to customer development not only ensures growth but also builds lasting customer relationships.
Building a customer relationship is a process that takes time. To get more out of customers, there are various strategies possible: expand your customer base, retain customers longer, or increase the value per customer. For the latter, it's necessary to achieve more (valuable) conversions at lower costs. This requires a more efficient and effective customer interaction. A smart approach to customer development not only leads to growth but also encourages sustainable customer relationships.
DO YOU RECOGNIZE THESE QUESTIONS?
[HORIZONTALE LIJN]
When someone becomes a new customer, that conversion took place through one of your channels. At this stage, you don't always have all the contact information and you don't yet have a complete picture of who the customer is. It's important to work with relevant communication via the available channels, so you can build a more detailed picture of the customer step by step.
With this approach, you gather additional contact information and valuable customer information. It enables you to better understand the customer, identify their needs, and personalize interaction. This way, you not only grow knowledge about the customer, but also improve the relevance of communications. Customer development in this way enhances the customer relationship. It opens doors for a more personalized and effective approach. Resulting in increased customer satisfaction and loyalty.
[HORIZONTALE LIJN]
After collecting valuable customer data, the next step is to create targeted customer segments to refine your marketing efforts. These customer segments can be included or excluded in both online and offline campaigns. This allows you to personalize communication.
A crucial aspect of this strategy is to recognize, target, or exclude customers online from certain campaigns. This is possible by matching CRM data with the IDs from platforms such as Google, Meta, Marktplaats or DPG media. As you can read about in our DELA case.
Using scoring models to analyze and prioritize data based on relevance. Focus on high-potential customer segments. This will help you predict conversion opportunities and optimize your marketing efforts.
This approach not only improves the effectiveness of your campaigns but also increases customer satisfaction through targeted interactions. It makes more effective use of resources and increases the overall impact of your marketing strategy. In short: a win-win situation for both the organization and the customers.
[HORIZONTALE LIJN]
Even though you may not have all the data of your (new) customer at the beginning of the customer journey, there's more possible than you would think. Through intelligent matching, we can already identify a person or household based on minimal identifiers such as an email address or address details. Then, we link this information to more than 150 segmentation characteristics, varying from socio-demographic data to real estate data. This enables you to define customer segments and reach them in a personalized way through various online and offline channels.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.