1. Welcome programme
As simple as they are, welcome programmes do generate actual business results. Just simply thanking a customer for their purchase, reassuring them and advising them about the product or service they’ve bought creates true value for the customer. This programme has enabled us to improve our customers’ business, with visible upticks in customer visits and average purchases. The most important factor with the programme is, as always, the content – make sure you serve your customers in the best way possible with entertaining and valuable content.
2. Abandoned shopping cart
This one is probably not news for you. When we are making a list of the “must-have” care models, the abandoned shopping cart just has to be there. Abandoned cart emails are sent to customers who have added products to their cart but not gone to the checkout. The results again show that implementing an effective care model around purchases is worth it. Make sure your emails are visually simple with personalised content. And don’t forget to do A/B testing with the emails to find the most effective ones!
3. Upselling and Cross-selling programmes
Upselling succeeds when the benefits of a more advanced version of a product or service correspond to a person’s needs. Cross-selling is more of a tactic to raise awareness about other products. Purchasing data usually reveals the best time to approach customers with cross-selling or upselling proposals. People are easily influenced by other people and recommendations. If the product you are offering is familiar to them or related to something they have purchased before, they are more likely to be interested in your proposal. Use these facts when planning your upselling and cross-selling programmes. And as in all care models, don’t rely on emails alone – combine other channels into your logic to make sure you get your message through.
4. Customer retention model
The goal of a customer retention model is to reduce churn and keep your customers coming back for more. Three key questions will help you understand your own situation with customer retention: (1) Are you attracting the right customers? Investigate the profiles of your most valuable and loyal customers and attract more people like them. (2) How many of your customers are engaged but not active? Make sure you get the first purchase or activation and then build active relationships on top of that. (3) Why do customers leave? What factors in this process do you have control over? In practice, you can ask for recommendations, help your customers to create a community around their shared interest, or concentrate on content that helps customers use your product or service.
5. Advocate model for best customers
Why not let your happy customers speak on your behalf and use the opportunity to initiate a dialogue that can improve your customer service, your product and, ultimately, customer satisfaction? Marketing-induced consumer-to-consumer word of mouth generates more than double the sales of paid advertising (source: McKinsey Quarterly, April 2010) – but only around 20% of brands use advocate programmes in their marketing. This is a great place to give your satisfied customers a voice.