[Webinar] Driving Customer Loyalty and Customer Experience using Automation

Driving Customer Loyalty and Customer Experience using Automation

51% of companies are currently using marketing automation, and more than half of B2B companies are planning to adopt the technology in coming years. Remarkable!

Marketing automation helps businesses to collect behavioral data related to various offline and online interactions. As a result, businesses can provide tailor-made experiences to customers. Automation revolutionizes the way a business approaches customers and builds customer loyalty with powerful interactions.

Let’s discuss more:

Today, in #FroogalforUniversity Session 6, we are in conversation with the industry expert Sanyantani Chanda – the head of CRM, Analytics, and customer experience at Bata India Limited.

She discusses the role of marketing automation in driving customer loyalty and customer experience.

Let’s dive into the blog:

A little bit about Bata – The famous footwear brand in India

A household name in the footwear industry for a long time, Bata has been there for more than 80 years and is the largest footwear retailer in India with 1 million customers worldwide. Bata was awarded the best loyalty program and customer experience category and the best contactless experience in the retail sector at the customer fest awards in 2021.

Pandemic – A period of innovation for Bata India Limited

During the nationwide lockdown in 2020, many footwear businesses lost their customers. Sales fell to 67%, and a 35% decline in export orders. Despite this, Bata worked through the crises and won its customers back.

Amidst the pandemic, Bata took a crucial step of going back to the basics – listening to its customers and understanding their new behavior in the crises. They did surveys to know how customers are shopping in the pandemic? What are their preferences? What kind of products do they want? It was the time of innovation for the brand and a challenge of addressing the new customer behavior in the pandemic.

To understand their customer better, they divided their customers into three segments – Digital natives, Digital adapters, and Digital novices. Digital natives are tech-savvy people, aged between 25 to 35, Digital adapters are not tech-savvy but they can use online platforms for shopping, age between 40 to 50 and the third segment is digital novices, above 50, they need assistance for using online channels.

After studying different types of customers, Bata India Limited planned different strategies for every segment and came up with the work from the home collection for all age groups. The motive of this strategy was to understand the different types of customers, understanding their preferences, and offer relevant products during the pandemic. After this, Bata introduced the new work from the home collection for all of its customers. Thus, offering a tailor-made shopping experience is valuable for both businesses and customers.

In the case of the brand Bata, they focused on understanding their customers during crises and offered tailor-made solutions. The brand had ensured that customers can buy products anytime, anywhere even in crises – The anytime to anytime campaign was a hit.
It became possible with marketing automation, which allows brands to study customers and craft personalized communication.

Empower your frontline employees digitally

As Sayantani points out empowering frontline employees digitally is very important for businesses, whether using a CRM system or any other virtual platform. Apart from being tech-savvy, store managers and staff should be able to answer questions related to a customer loyalty program. Customers can ask about the loyalty program while shopping at a store, such as available vouchers or the signup process. Store managers and staff should be able to answer these questions and offer assistance whenever required.

Integrating automation for the overall success of a business

The rise of marketing automation is inevitable. 91% of businesses who are using the technology feel that automation is very important for businesses to ensure overall success. It is not a surprise that automation leads to an average 451% increase in qualified leads. These insights are amazing.

Sayatani also points out the truth that Marketing automation needs to be used at every stage of a customer cycle for better results. Automation leads to better interactions as it gives valuable insights about customers and helps businesses to understand their customers better and craft one-to-one communication.

Gone are the days of a single channel communication

Earlier, businesses didn’t have many choices when it comes to communication channels. There were only phone numbers and emails. Today there are various channels of communication available for businesses. A single channel approach doesn’t work in the digital age. Businesses have to have multiple channels to reach their customers. Whether it’s a retail store or any other industry, having an omnichannel platform is very important for every business. It allows businesses to focus on various interactive touchpoints where customers are interacting and enhance customer experience.

The Myth – Everything will be solved with the automation

Businesses make the mistake of thinking that every problem will be solved with marketing automation. A lack of understanding of automation tools is a big mistake. Hence, a clear objective is required when it comes to integrating marketing automation for a business.

Automation offers a plethora of tools and options. It’s important that marketers first identify business goals and use the right automation tools to achieve those goals. Sometimes, a different approach is required to address issues. Automation is not enough. Thus, a clear understanding of business goals is required before businesses use marketing automation.

Invest in hypothesis to understand your customers

Studying customers is valuable for a business. Given this, businesses can
keep a percentage of their budget performing some hypothesis testing on consumers to understand them deeply. The hypothesis is simply a study of consumer behavior on a wide variety of products. For example, let’s take the retail industry. What is the most relevant product a customer would buy if they bought a pair of hush puppies or premium shoes or home essentials? Marketers will have the answers once they start doing the hypothesis testing. They will know what to offer to repeat customers and premium customers who are a part of the loyalty program. Marketers need to identify business goals and use automation tools correctly for overall success.

Once a marketer understands a customer’s behavior, the next step is to come up with innovative ideas for the data-driven marketing strategy. POC(Proof of Concept) is the best approach for marketers to prove that such ideas are useful for a business. POC is Proof of Concept, a realization of a certain idea to demonstrate its feasibility or practical approach that benefits a business. The POC test is a powerful tool for marketers.

Successful metrics takes time

Like any marketing process, automation takes time – a good three to six months for all industries. Business leaders who desire automation for their business need to give some time to mark tech professionals for implementing the automation. There are so many areas where they have to focus on – handling web teams, content, etc. Businesses need to be patient when it comes to the success metrics of a marketing automation strategy. The figures will jump for KPI, ROS, retention rate, or currency rate if the program is successful. It may take time, especially for the F&B and retail industries. Marketers can go for the POC approach mentioned above to demonstrate the practicality of an idea to the business owners.

Marry the customer journey with a loyalty program for better results

Loyalty has to be built with the customer journey cycle. By keeping track of customer’s touchpoints, brands can create a successful loyalty program for their customers. For example, the enrollment journey for new customers will be different from the journey of loyal customers. Hence, studying customers’ behavior and giving a personalized experience is the best marketing strategy for businesses.

Every customer is different so their preferences. Marketers need to marry the customer cycle with the loyalty program and offer a tailor-made experience. A separate onboarding for a specific group of customers is important and aligning such strategies with the enrollment journey is the best approach. Sending excessive messages to the members is not an effective strategy. Personalized communication is the key. For example, create special offers for loyal customers, whereas in the case of new customers you need to communicate differently.

Keep your loyalty program simple and easy to discover

Don’t overcomplicate things. Keep your loyalty program simple for the customers. Serve the most relevant information to your customers such as discounts, redeem points, offers vouchers, or the signup process, etc. Customers should be able to discover this information easily whichever platform they are interacting over, doesn’t matter if they are using an online platform or talking to a store manager. Make it easy for your customers.

To Wrap Up

A marketer or business owner needs to wow their customers whenever they are buying or browsing a product. Meaningful interactions have been very powerful in achieving brand loyalty. Businesses now have an opportunity to enhance communications using various interaction touchpoints such as SMS, emails, social media, using the automation tools. Customers love personalized communication. Once a customer feels valued by a brand, they will stick around.

That’s it for the webinar.

If you have any questions regarding customer loyalty, and experience you can talk to one of our experts at Froogal today or write to us at [email protected]

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