A client, an online store owner, contacted MTS Exolve to set up personal communications with the user base. To develop scenarios, the customer life cycle models were analyzed. It turned out that the base is dominated by buyers aged 60–65 years — 67%. The most convenient communication channel for them is SMS. The remaining 33% were distributed among a younger audience. The analysis showed that 89% of them were covered by the mobile application.
The solution was to integrate the SMS API with the CRM and set up cascading trigger scenarios built vp purchasing officer email lists around the customer life cycle.
This channel was used to interact with older customers and a portion of the younger audience that was not available in the mobile app.
Results:
+15% - increase in return, thanks to setting up an automated campaign for reactivation.
+5% incremental revenue from communications compared to the global control group.
20% of the base increased their purchase frequency as a result of responding to incentives for their next purchase.
Conclusion
It is important to note the importance of integrating segmentation into business management. Market analysis and other principles of segmentation in marketing can significantly increase the effectiveness of efforts to position and promote a company's products and have a positive impact on business income due to the concentration of efforts on the most attractive and converting segments of buyers.
What to do if a sales process that used to work like clockwork starts to fail and the number of deals decreases for no apparent reason? An audit will help you find and fix the problems.
In this article, we will tell you why a business should conduct a sales department audit, what tools to use, and how to correctly evaluate the audit results.
What is a sales department audit?
Every company has its own business processes: lead processing, scripts for conversations with potential clients, trainings, working with databases. Some of them can be automated, others depend on the human factor.
How to Conduct a Sales Audit: A Checklist
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Re: How to Conduct a Sales Audit: A Checklist
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