Not all customers are equal - nor should the way you contact them be as well...

Not all customers are equal… and that’s actually a good thing. Over the years working across CRM and Loyalty programs, one thing has stayed consistent: brands who have robust CRM programs deliver the best results. I’ve been refining a simple Customer Engagement Matrix that helps teams step back and ask who do we want to target? with what sort of messaging and offers? how frequently? and what is the end goal of these communications? From there it becomes less about blasting discounts and more about being deliberate with communicating benefits vs. incentives, contact frequency, channel choice and most importantly, the goal of each interaction.

Your biggest fans often want recognition, access and value. Active customers need consistency. Lapsing customers need a heightened level of relevance. Dormant customers need either a strong reason to return (or a respectful goodbye.)

It’s not about more marketing, it’s about smarter marketing and a smarter way of using resources. Test with purpose, automate where it makes sense, and always keep the “customer intrusive score” in mind.