The optimism of #Purpose & science of #design in forging #digital customer experiences! Opinions my own!

Customer Contact Strategy, yet another definition – What to say to who, when. A pre-planned sequence of integrated, targeted communications with clearly defined goals.

In summary

Finding the right time to target communications almost always improves results. Event triggers are extremely powerful because they allow companies to strike while the iron is hot, ensuring their messages are relevant and so increase engagement and response.

Integrating event triggers into planned contact strategies can better support prospects through to purchase, increasing the volume of qualified leads for some companies by over 400%.

There’s a caveat though: to be effective, event detection needs to happen daily at the very least. This requires our optimisation window/horizon, scope and approach to be adjusted accordingly. Else, we may be missing out on a sequence of [ad-hoc] contacts triggered in between optimisation cycles.

Ideally, we would be optimising contacts in real-time. Realistically however, if we are able to move to a daily cycle, we would be seeing a ten fold improvement in yield.

Failing this, we have to devise an optimisation strategy using only planned contacts as inputs.