#6: Peter Klein, Vice President of Customer Growth and Retention at Ideal Living
Welcome to Spectrm’s 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 Peter Klein, Vice President of Customer Growth and Retention at Ideal Living. Here are the top takeaways from the interview.
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#1 Make sure you get the purchasing journey correct the first time.
"When someone buys a second time, what it tells me as a marketer is we found them where they were, the message worked, the website worked, the credit card processing, everything worked there. If they searched — because we know customers have multiple touch points before they buy — they didn't see anything that turned them off in that path. We had inventory. The fulfillment team shipped it out on time, it arrived, and the product works and meets the expectations that they had.
“If we missed any of those steps, they're not buying from us a second time. So every time a customer buys something else from us ... it's incredibly validating and tells me we did it right along the path for the first time."
Actionable Takeaways:
Identify all the touchpoints along the first purchasing path so that you know what to focus on.
Make sure everything is in place for a customer's first purchase — because they may not return if it isn't.
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#2 Be creative in how you can collect zero- and first-party data from your customers.
"One of the things that was really talked about was the importance ofero-party data and what you can get from the customer, in a way that it's not intrusive and they're happy to share something to then get the deal.
“It can be as minor as, Do you rent or own your home? If we have a squeeze page and ask that question before they get — so let's say an influencer gives them a link, they click on it, they have a couple of questions survey before they get to the page. That would be really helpful for us on the AquaTru side, the water purification, because if they are renters, then they probably do not want the under the sink version of the water purifier where they have to install it versus a countertop one. That's just a high level example.
“When you get that information, when you ask for it, and we survey customers all the time also, but when you ask for the information and get it, if you can immediately use that to make it a better path for them."
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Actionable Takeaways:
Add a brief survey to your website in order to capture meaningful zero- and first-party data from your customers.
Use that zero- and first-party data to immediately create more personalization for your customers.
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#3 Always be testing, and don't make assumptions about the success or failure of your campaigns.
"Test, test every single thing you can and when something wins, don't sit on your laurels and celebrate. You get your next test and you can always optimize. The reason that touches on things I wish I knew, because there are so many times that I thought something was either a surefire hit that did not win or I thought, why would anyone in the world like this ad? And it blew away the control.
“No one knows anything. That's the first thing and that's the point of testing."
Actionable Takeaways:
Don't assume that something will succeed because it has before — test to make sure it's working.
Use testing, data collection, and analysis to guide your decision-making, not gut feeling.