Jordan Womack, CRM Director at Quest Diagnostics
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 Jordan Womack, CRM Director at Quest Diagnostics. Here are the top takeaways from the interview.
?
#1 Find big and small ways to capture data from your customers.
"I've just really understood the value of zero- and first-party data. And I think some companies have done it better than others. But even down to the basics of just basic demographics of age, gender, location, that kind of thing, can be very useful and more powerful than people think.
“I'll give you an example. At one company we wanted to drive our lead capture rates. So there was a great job on social and paid me to drive people to the site and then when they go to leave, a pop-up appears and give us your email address. So to keep it frictionless, we get the email address. But I argue, well, if we're incentivizing them to give us something anyway, the value exchange here, let's capture a few more pieces of information as well.
“You can do much more with just three extra pieces of data about: What are you looking for, what are your health goals, what's your age and your gender? Then if they don't convert on that particular visit, at least you have a bit more data to put them into a lead nurture journey, which can be much more relevant downstream."
Actionable Takeaways:
Prioritize zero- and first-party data collection and use it to nurture the customer journey.
Use something as simple as a pop-up on your website to capture customer data.
?
#2 Personalize with relevant content — don’t just change recipient names on an email.
"Personalization starts with having your segments and then knowing what is relevant content and not just, well, our database is 30 million, so let's just send it to 30 million and change the first name — we're personalized. It's not that.
“I always say retention strategy is also as much about knowing which customers you don't want as the ones you do want. Some customers do cost a lot to service and the data indicator will point to the fact that they're likely not going to be here for the long term. So what's the point to continue to invest money in them?
领英推荐
“Really using that data to know who your best customers are, who's likely to be there for the long haul, using tools such as send time optimization, relevant messaging, and the right channel to really prolong that lifecycle."
Actionable Takeaways:
Based on the data you collect, go deeper with your personalization beyond mass mailings.
Know which customers will stick around and which won’t, and use your data to determine your strategies for each.
?
#3 Understand the customer journey and ensure that it's seamless and easy.
"You can't really do lifecycle marketing well and it's less impactful if your core customer journey, the transactional journey, isn't working. Customers want things to work as expected, work first time, things to be made clear and easy. No matter what industry you are in — I've worked in many — that's ultimately what people want. They want value for money, they want things to work, and they want things to be simple and clear.
“But the most important thing, as I mentioned earlier, is understanding the true customer journey, getting everybody together. And understanding the series of interactions and the different pathways that a customer may go on. And weighting each of those interactions and events to know what the really important ones are."
Actionable Takeaways:
Make sure each element of your customer journey is frictionless, easy, and clear — or else customers will go elsewhere.
Spend time understanding the interactions and pathways of the customer journey, and the importance of each.
?