Ensuring a sustainable relationship with the customer is one of the most important tasks of any company, Robert Schumacher, Director at gateB, explained in his welcoming speech. Particularly in today's world, where the competition lurks behind every unexpected corner and industries are disrupted with a simple app, owning customer relations are at the top of the agenda – and that means customer engagement is a top priority.
Companies need a way to approach the right target group with the most relevant content in the right context. This has been the case before. But today, it's no longer possible to cope with the increased complexity of real-time, omnichannel interactions without data intelligence and software support. And this is where gateB comes in. With the intelligent use of data and technologies, we help companies transform relevant business processes and build customer relationships faster and smarter.
From offer-based to trigger-based marketing
Carol Renfer, Head of Communication at Möbel Pfister, showed in her presentation how they put this theory into practice at Möbel Pfister. This is not a simple project, but a paradigm shift from offer-based marketing to trigger-based marketing that uses customer-centric communication.
And this is where we immediately come to Renfer's first important action recommendation: clarify concepts to create a common understanding so that everyone speaks the same language. The new way of working in an interdisciplinary team — which is a necessity with a trigger-based approach — must be established and trained on a regular basis. At Möbel Pfister, the first use cases were attempted only after a long period of preparatory work. They started with a few small triggers, limited to a specific target group. It took time and patience. At first, the successes were minor. But above all, the shift to trigger-based marketing underscored the importance of enabling and training interdisciplinary cooperation. Renfer's conclusion: "We're not over the hill yet – but we're on the road together.