自学型客户营销
1 分•作者: davismartens•6 个月前
我很少有真正令人愉悦的客户体验。最近，我开始思考为什么会这样……
我会在还没准备好购买的时候就被推销产品，会收到关于我永远不会使用的功能的邮件，而且当我遇到问题时，却找不到人可以沟通。这种现象一直让我觉得很奇怪。
但自从为大型品牌工作以来，我发现事实是，大多数公司根本不知道何时以及如何与他们的客户沟通。他们依赖于一堆混乱的、相互冲突的事件和触发器，在没有上下文的情况下与客户互动。
我最近开始着手解决这个问题，通过从每个渠道提取客户事件，从事件序列中推导出重要时刻，并根据您的特定情境触发正确的互动，同时不断学习对客户来说什么是重要的，以及如何最好地与他们互动。
以下是一个电子商务示例（尽管这适用于任何类型的品牌）：两个客户可能在结账时放弃了购物车。客户 1 在结账过程中遇到错误，感到沮丧并放弃了，客户 2 只是一个普通的会话。
如今，公司对这两个客户的处理方式是一样的，只是在 24 小时后发送一个折扣码，而实际上，你应该调查客户 1 的问题，并让他们知道问题已经解决，这样他们就可以完成交易了。
我将这些导致客户做 X 而不是 Y 的事件序列称为“时刻”。我的论点是，你可以发现这些时刻，并围绕它们设计客户互动，从而打造令人愉悦的体验，感觉你做得超出预期，并且是为客户量身定制的，从而提高收入、客户留存率和客户拥护度。
我很乐意听取任何有这方面经验的人的意见。
你可以在 https://booly.co 上关注我的旅程。
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I rarely have a customer experience that genuinely feels delightful. Lately I've started to wonder why that is...
I get up sold on products when I'm not ready to buy, I receive emails about features I'd never use, and when I want have an issue it's impossible to find someone to talk to. This dynamic always struck me as weird.<p>But having worked for large brands, the truth is that most companies have no idea when and how to talk to their customers. They rely on a messy web of conflicting events and triggers that engage customers without context.<p>I’ve recently started working on that tries to fix this, by pulling customer events from every channel, derive important moments from sequences of events and trigger the right engagement based on your specific context, all while continually learnig what's important to customer and how to best engage them<p>Here's how this works in an e-commerce example (although this works for any type of brand): 2 customers may have abandoned their cart at checkout. Customer1 got an error during checkout, got frustrated and moved on, Customer2 just a regular session.<p>Today companies treat these 2 customers the same and just send a discount code after 24h when in reality you should investigate customer1's issue and let them know it was fixed so they can complete their transaction<p>I call these sequences of events that drive customers to do X vs Y, "moments". My thesis is that you can discover these moments and design customer engagement around them to build delightful experiences that feel like you're going above and beyond, tailored to the customer which improves revenue, retention and advocacy.<p>I would love to hear from anyone that has experience with this problem.<p>You can follow my journey at https://booly.co