data in the digital world

19.0

5.11

Data in a Digital world

data in the digital world

In the early noughties data became the dinosaur of the communications

world – digital (the web, email etc) quickly became the leading channel

and the rest is history.

However lessons from ill conceived platforms without

the disciplines of digital’s older and less glamorous sister, data,

were learned.

learning the lessons

Now phrases such as CRM and e-CRM seem somewhat overused; however they do much the same job if you understand what they truly mean to you – i.e. understanding what makes your customer tick while getting the most out of them for your business – man-aging your relationship effectively.

So getting the “data” right behind your digital platform is paramount. Why? Well ask some questions like these...

Why would I collect customer information in the first place?



• Why would I collect customer information in the first place?

What do I need to know from my customer? What can they tell me that I can use to build my relationship with them and anticipate their needs?




• What do I need to know from my customer? What can they tell me that I can use to build my relationship with them and anticipate their needs?

How should I collect this information? Is it quick, easy and relevant enough for my customer to get all the way through my registration without giving up?





• How should I collect this information? Is it quick, easy and relevant enough for my customer to get all the way through my registration without giving up?

Have I permissioned it right? Can I talk to them again without getting into trouble? What would happen if someone complained? How would I deal with that and what are the implications?






• Have I permissioned it right? Can I talk to them again without getting into trouble? What would happen if someone complained? How would I deal with that and what are the implications?

What if I have multiple brands and multiple sites – can we all talk to them again? Or does my permission statement lock these brands out?







• What if I have multiple brands and multiple sites – can we all talk to them again? Or does my permission statement lock these brands out?

What happens to their information once I have collected it? Where does it go? How do I store it correctly?








• What happens to their information once I have collected it? Where does it go? How do I store it correctly?

What can I do with this information? How can I analyse it – explore what it all means?









• What can I do with this information? How can I analyse it – explore what it all means?

What happens if they register again but use a different email address or spell things differently? Will this get confusing? Will my software know this?










• What happens if they register again but use a different email address or spell things differently? Will this get confusing? Will my software know this?

Will my software join up every touch point including operations? How will it know what to say or communicate to my customer next time they log

on?











• Will my software join up every touch point including operations? How will it know what to say or communicate to my customer next time they log on?

What if I am running a promotion – how do I manage the rules and stop customers getting more than their fair share?












• What if I am running a promotion – how do I manage the rules and stop customers getting more than their fair share?

How do I deal with individual enquiries or problems? Will my software remember this next time?













• How do I deal with individual enquiries or problems? Will my software remember this next time?

How do I deliver relevant and engaging communications to them without blasting them a one size fits all email far too often till the point where they unsubscribe?













• How do I deal with individual enquiries or problems? Will my software remember this next time?

• How do I deliver relevant and engaging communications to them without blasting them a one size fits all email far too often till the point where they unsubscribe?

When do I rest them and when do I trigger an interaction?


These are all digital and data questions – they are all CRM questions – the channel decides

if you have an “e” in front of it or not – the channel is as direct as it always was - and the

same old well learnt questions, disciplines and solid foundations apply.

to ‘e’ or not to ‘e’?


We have spent about 100 years between us experiencing, learning from our mistakes,

asking the questions and building the plan so you can be relaxed and safe in the knowledge that there isn’t a bridge we haven’t crossed or

an issue we haven’t addressed.

.


Our digital solutions work right back to a shored up and solid direct solution

– one that asks all the questions at the beginning and truly future proofs

your business – in short there is a data strategy sitting behind every good

digital one.

© Bright Blue Day are hereby the authors of this work. All rights reserved. No part of this book may be reproduced, stored in a retrieval system or transmitted, in any form by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of Bright Blue Day.

Bright Blue Day Quay House The Quay Poole BH15 1HA

Tel: +44 (0)1202 669090Fax: +44 (0)1202 669930Web: brightblueday.co.ukEmail: [email protected]

Everyday Brilliance.

data in the digital world

Documents