Wednesday, January 16, 2019

SAP & Qualtrics: Will it transform the way we think about CRM as we know it?

Around 77 percent of all transactions worldwide touch an SAP system. Hence, it is fair to conclude that the SAP systems own the operational data. That does not only apply in the field of customer engagement, but also in the domain of financial transactions and reports, supply chains, human resources, etcetera. SAP nowadays belongs to a main asset of large scale organizations. Now, all these data can tell us exactly what is happening, and even how it takes place. For instance, by means of analytical solutions or CRM systems, we are able to determine annual turnovers in seconds, predict consumer trends over time or even draw patterns in buying behavior. However, the ‘why’-question has remained unknown, which would allow us to get human sentiment in the moment. 

Wednesday, January 9, 2019

Gain better insight in customers with Marketing Personas

Do you want to understand your customers better and see things through their eyes, so you can connect with them more effectively? In that case, Personas might be something for you. There are different scenarios in which you can use personas. In this blog the focus will be on creating personas for marketing purposes. 

What is a Marketing persona?

Before we continue, first we need to know what a marketing persona is and what it is used for. There are many ways to formulate it but, for instance, Wikipedia describes it as:

“Personas are used in marketing (and advertising) by creating a marketing persona that represents a group or segment of customers so that the company can focus its efforts. For example, online advertising agencies can monitor pictures, browsing history and the ads people surfing the internet generally select or choose to click, and based on that data they tailor their merchandise to a targeted audience or better describe a customer segments using a data driven approach.”


Wednesday, January 2, 2019

Will 2019 be the right time?

At the end of last year something unexpected happened. My car dealer sent me an email inquiring if I was interested in buying a new car because mine is almost 4 years old. I was shocked! In 20 years’ time I never got such an email from a car dealer. How hard can it be? The dealer has my email address and knows when the car lease expires. Simply sending out an e-mail at the right time offering something to get my attention shouldn’t be that difficult one might think.