Tag Archives: dyamic content

NCDM Notes: Driving customer egagement in the first 90 days

Presenter: Dell’s Global CRM Manager

Dell looked at the actions within the attention -> interest -> new customer funnel to establish triggers.  Initially, Dell was looking at only the conversion step, and felt they needed to also consider other events in the funnel, attention, interest, and post conversion.  If they can keep a person’s interest up, they don’t need to start with this person back at the top of the funnel at attention.

First they build an integrated datamart, with behavioral data, segmentation, contact frequency, sales & support data, purchase history, demographics, preferences, etc.  They are now integrating site traffic data and linking that to offline data.  Sales and support data (mostly unstructured data?) has been the latest to integrate.

Their 90 day program included increasing engagement and experience and increase awareness of other products.  They increase revenue/margin in first 90 days.

The strategy was multi-channel.  It took these 90 day customers out of scheduled marketing efforts.  They provided both marketing messages with educational content.

They generated a 10-40% increase in response and revenue while reducing costs.

So here’s the strategy:

  1. Welcome kit (day 5-7) – mailed (not emailed) and personalized around their system.  Includes a pass-along “refer a friend” coupon.
  2. “Did you forget” trigger (day 14) provided discounts for items that make sense for this customer.
  3. Ratings and reviews (day 21-28)
  4. Solution based triggers (day 29-72) which provided personalized content addressing specific issue of interest to the customer.  They pitched category focused content and items, for example, home network security, home theater placement and products, etc.

Critical to this effort was the creation of a centralized data mart; templates for dynamic content enabling efficient dynamic printing; establishing relationships with global partners.

Execution can be a major stumbling block, given the complexity.  Failure can not be apparent and hard to pinpoint.

Shutterfly Business Solutions:

  • They have the technology to product mass volume but individualized content.
  • They’ve made huge investments in variable content printing.

When working with Dell, they knew they needed to utilize behavioral data and react quickly.  The felt they needed to get materials in the hands of the consumer within 10 days of a purchase, so Shutterfly is focused on getting out materials as quickly as possible.

Shutterfly doesn’t look at dynamic content from the perspective of templates filled with dynamic content.  To them it is all dynamic.  With the Dell effort, they limited themselves to three form factor.

Complicated decision trees are used to build content.