Customer experience is an issue that concerns all types of businesses : Aesio, Kerma Concept, Insign, OpenWork, Compliance, Ideagency and Avizio were around our breakfast table to discuss it. It is becoming crucial to set up loyalty strategies to fight against the customer volatility and the intensity of competition. Not to mention the digitalization exchanges that require us to create a link with our customers despite the distance.
While it is important to note the difference between loyalty and retention, it should not be forgotten that all actions with customers play a major role in acquisition. Not to mention that all acquisition actions also play a role in building loyalty!
- Loyalty = build an experience from the start to create a relationship with the customer.
- Retention = put a strategy in place to retain a customer at a key moment in the journey.
To clarify this, we tell you everything about the exchanges in our special customer experience breakfast where LumApps reveals its strategy and where several guests tell us about their experience.
How did the LumApps team manage to enhance their customer journey thanks to JeudiMerci?
The offline strategy implemented by LumApps
🧐 Why did you choose to turn to a digital solution for offline shipments?
The Customer Marketing team at LumApps had already spotted The value of physical shipments in the life cycle of its customers. As the number of customers grew, managing the increasing number of shipments became complex. That's how the team started looking for digital solutions to make shipments more efficient, but also to make them more easily trackable.
Their key word is to promote the customer experience by creating a journey. to address each customer at the right time. Among their criteria for finding THE solution that suits them, it was important to solve the time-consuming steps of managing inventory, preparing packages, mailing, tracking shipments and the race for statistics.
🎯 What types of shipments have they set up and what challenges do they respond to?
Physical shipments are intended for LumApps customers. From the start of the collaboration and at each key stage, customers are engaged or rewarded with physical attention. Shipments are segmented according to the type of customer. Thus, thanks to JeudiMerci, even the sending of gifts remains consistent throughout the customer journey and their involvement.
It's the team Customer Marketing who uses the JeudiMerci tool at LumApps. This team works hand in hand with the CSM team, which brings its first-hand knowledge of the customer to each campaign, to be sure to send the right gift to the right customer at the right time.
🔎 What are the key moments celebrated by physical shipments?
LumApps has set up 4 types of physical shipments throughout the customer journey. Each box comes with a personalized message who reminds the customer of the context and sends him a quick note related to the situation.
- Le Welcome : it is crucial to welcome new customers in the right way. This makes it possible to thank the decision-makers and to introduce the different stages of the project.
- The contents of the box : LumApps branded items to bring the customer into the world of the brand and be part of the LumApps Family.
- The Go Live : the implementation of the LumApps platform can take several months depending on the complexity of the project, so a box is sent when the project is officially launched to celebrate this moment of joy, even remotely.
- The contents of the box : an aperitif pack and something to toast as a team, with a quick note from the LumApps team, which is celebrating this moment remotely with its customers!
- The platform's birthdays : it is important to celebrate every highlight on the platform to ensure the renewal of customer accounts and to offer a point of contact to ensure that everything goes well.
- The contents of the box : on the advice of the CSM, the team takes advantage of choosing from the varied marketplace on ThursdayMerci to make the gift that the customer will like the most.
- The specific moments of the Customer Journey : return from parental leave, thanks after speaking,...
- The contents of the box : the LumApps team created a model for each type of thank you and congratulation with branded objects for the birth, a pillow mist that is very popular with young parents, birthday candles,...
The importance of Marketing Customer x Customer Success collaboration is a key driver in the smooth functioning of rewards throughout the customer journey. Customer Marketing, thanks to the JeudiMerci service, is playing a real role of facilitator in the missions of the Customer Service team, in creating a link with customers throughout their experience with LumApps.
The 4 key assets of Thursday Thank you for LumApps:
😎 Lighten the load on the teams, who carried out all the shipments manually.
☀️ Optimize the impact of physical shipments, which are a significant asset for customer relationships.
📬 Obtain customers' mailing addresses while ensuring the protection of their data.
🎁 Create predefined and personalized box templates that reflect the company's image.
More examples of offline strategies
🤯 Are referral programs really effective?
The example of The Chartered Accountant Who created his referral program, is the perfect illustration that acquisition acts on loyalty, and vice versa. In this case, the program was created to Develop the recommendation : each client's mission is to recruit as many referrals as possible. The program is punctuated incentives to reward sponsors. This operation motivated the customers so much that it strengthened the links with the LEC teams, and therefore developed loyalty. For example, for a total of twenty sponsorships, the company offers a Mac Book Pro. A very nice gift that, in retrospect, offers an ROI that is more than adequate for the company.
😇 Does offering the recipient the choice of gift seem like a good idea?
Sending a gift can be perceived negatively by some recipients who find it anything but eco-friendly; even among some professionals for whom it is completely forbidden to receive gifts. To overcome these difficulties, Offer the recipient the choice of his gift seems to be the best solution. Using a Chatbot, a conversational agent, you offer your recipient to choose:
- between several gift themes (which leaves the surprise of what will be received later),
- between several gifts presented,
- enter a gift or donate to an association.
You Then ensure the usefulness of this gift by leaving the choice to the recipient. Goodbye useless goodies, immediately received, immediately abandoned by their new owner...
🥳 Any ideas for key moments to celebrate?
- I am a SaaS platform or a CRM : The 5 years of use of the platform with a gift that brought together all the divisions of the client company who were not necessarily aware of all using the same tool.
- I am an insurance : celebrate key moments such as retirement or becoming a student who require support by linking the physical to the digital.
- I am a bank : celebrate the end of a loan, to make you want to borrow again for other projects.
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