Efficient customer communication is the key to achieving sales results. The XCRM enables easy planning and execution of marketing campaigns. Using segmentation, you can accurately define your target groups, set the objectives of your marketing campaign and forecast the ROI.
The XCRM provides a comprehensive solution to performing marketing campaigns. On the basis of thetarget group selected, you design an appropriate offer that is adapted to customer needs. You select an appropriate address for the campaign, define the objectives and then track the progress and the results of the campaign.
The process includes the preparation of all data regarding the target group, the addressing of the customers, the budget and the desired results.
A continuous monitoring of the campaign progress and a simultaneous tracking of its results while it runs allow an adaptation of the parameters and settings necessary for its maximum efficiency (ROMI).
Learning from previous experience is important to plan the future successfully. The XCRM allows a data analysis for the performed marketing campaign, enabling you to determine whether the results of the campaign match the expectations and whether the end budget matches the planned budget.
The XCRM uses twodifferent campaign types:
General campaigns are aimed at all existing and potential customers, and include advertising that usually runs in the mass media. The efficiency of the campaign can be evaluated on the basis of the financial results of the advertised product or service.
A direct campaign in most cases utilizes the communication channels of SMS or e-mail. It is aimed at individual customers and groups of customers with common characteristics with the highest probability to buy the advertised product/service. Typically, they convey precise information on the service in a personalized way.
The campaigns address the target groups through various communication channels. One or several communication channels can be used. The communication channels are selected with respect to the type of campaign and the desired target group.
The XCRM allows an interactive design of messages to customer. The user just needs to put together a template with language variations and save it for future use. The form of this message is determined/limited by the type of campaign, communication channel and the planned target audience. There are two main methods available to design messages:
Active communication means an individual personal message aimed at the target customer. The response rate is evaluated by counting customers who displayed interest in the advertised product/service, based on the message received.
In passive communication, mass media (TV, radio, print, billboards, etc.) are utilized, as such messages usually are aimed at the wider public. In passive campaigns there is particular emphasis on phone calls from customers who call the company to receive further information. Each phone call is logged in the XCRM system and the customer can then be actively included in the campaign. The efficiency of a campaign using mass media is usually measured through the increase of interest in the advertised product/service.
In this campaign, messages with various conditions to get a reward can be designed. The reward can be a present, a credit or a bonus for the customer who fulfils certain conditions.
