Author: Patrick Reynolds / Source: VentureBeat
Presented by SessionM
We believe that the best way to maximize profitability is to optimize every customer engagement in every channel every day.
On the revenue line, that means building out an ideal path for each customer based off of historical purchases, what they’ve expressed interest in tacitly through observed behavior (cart, browsing, social sharing), expressed interests from the customer, and your own domain expertise.
Let’s say you’re in home improvements. A customer comes in one Sunday asking about vanities. The next week he asks about drain traps. Then it’s shower fixtures. Water-safe flooring. It’s pretty easy to work out that he’s working on a bathroom makeover of some sort.
Knowing that — what he’s asked about, purchased, or stood in front of — it’s relatively easy for you to engage with him about things like:
- That upcoming kitchen project
- Services you offer (design, delivery, how-to seminars, affiliate contractors)
- Upcoming product sales to catalyze the broader project (a white sale on kitchen appliances)
This is all well and good if only you could be certain you’d be the person interacting with this same customer every week. You have all the knowledge. You have the desire. You have a life.
Scaling ‘you’
You can’t be all things to all people and in all places at once.
And that’s perfectly fine.
Through planning and software, ‘you’ can be. That part of you, anyway. Even if you have thousands of customers doing millions of transactions, you can use software to:
- Identify who’s engaging
- Put that engagement into context…
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