#4: Karan Gupta: Global Head of CRM at Marley Spoon
Welcome to Spectrm’s new newsletter, One to One Consumer Marketing.
Every week, we interview a senior CRM or retention marketer at an enterprise consumer brand then write up a summary of the top actionable lessons you can learn from them.
In this edition, we dive into our interview with Karan Gupta, Global Head of CRM at Marley Spoon. Here are the top takeaways from the interview.
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How to unify the customer journey?
That is the big challenge that most CRM and retention managers tackle every single day (together with a few other folks).
Karan Gupta breaks it down into three pillars:?
#1. Leverage CRM tools to collect information on your customer in one place.
Many marketers today are working with fragmented journeys, apps, and data. The first step? Leverage technology to gather the pieces to make a complete picture of your customer.
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"The first part is how do we stitch that customer journey together … across different websites, different apps, different brands, so that we have a unified way of looking at a customer. We know that in this case, let's say it's Ben. He is an active customer of one brand, has never heard of the second brand, is a churned customer of the third brand, for example. And then we can stitch that customer journey and ensure that our systems are able to identify Ben in a unified way."
#2. Find out where your customers are and target those channels.
Once you stitch together your customer journey, orchestrate it. Make sure that everything’s talking with each other. But also ensure that you’re getting your messaging right as well.
“We have six channels and let's again take Ben as a customer. Imagine this complexity, because we would have multiple automations, multiple workflows triggering at the same time. Of course, at the end of the day, it's also ensuring that even if Ben is a happy customer and we end up sending him too much information, that might be a detriment and that might end up with Ben either unsubscribing from our marketing communication or just churning as a customer. To me that is of course the hardest part in this scenario.”
?? Tactical advice:
"Track customer data, and use it to build cohorts based on behavior. Then, target that behavior with your messaging. You’ll be building a virtuous cycle of action and feedback that increases personalization."