D is for Data...
The three key elements of eCRM?
Data, Data and…Data.
In particular the way we use Transactional, Behavioural and Profile Data to create inspired communications to our various consumers – and by consumers I don’t just mean customers and prospects but also in my view, opinion formers, influencers, society, suppliers and internal stakeholders.
Profile…What do we know about our audience having asked them explicitly? Or what we can we infer implicitly?
Transactional…What have we learnt from our audience by what they have bought?
Behavioural…What have we learnt about our audience by how they behave?
By combining these elements we get to understand what consumers Think, Say and more importantly, Do.