Research shows that customer engagement can be increased by personalising your interactions, messages, and offers. Such personalisation is best achieved through customer profiling and segmentation, especially down to a very granular level. Large customer segments can be sub-divided into smaller groups that share greater similarity, allowing sales teams and marketing campaigns to focus on a specific customer type. The result is that each customer receives relevant messages, content, and offers, thereby improving engagement and the return on sales and marketing investments.
Most companies, however, run into a myriad of analytical challenges when attempting to profile and segment their customers. Although their data can represent the entire history of customer interactions, it usually needs to be augmented with external sources to create “enriched” profiles for each customer. These profiles then need to undergo complex segmentation analysis to identify specific customer types, before generating a personalised Next Best Conversation™ or Next Best Action for each individual customer.
These challenges are ideally suited for Complexica's Customer Opportunity Profiler (COP) module of our Decision Cloud® software platform. By extracting data from your internal systems and overlaying it with external sources, our Customer Opportunity Profiler (COP) can generate personalised messages and offers for each individual customer and prospect, which can be delivered through any channel. Powered by Larry, the Digital Analyst® working behind the scenes 24/7, your company will be able to foster greater engagement with customers, improve the yield on sales & marketing initiatives, and move the needle on critical revenue and margin KPIs.