gateB AG

gateB & BSI Business Breakfast

November 19, 2019

Companies need to manage customer engagement. But how?

Together with our partner BSI, specialists in omnichannel software, we organized a Business Breakfast that focused on the topic of customer engagement. Many companies are still at the beginning when it comes to the topic. But time is of the essence. An optimal experience has never been as important for long-term customer loyalty as it is now.

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.

Article (in German)
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Article (in German)

In this article, Robert Schumacher talks about why push marketing is a thing of the past and trigger-based marketing is the future.

Designing customer journeys with BSI Studio
During his presentation, Zeno Hug, CRM Community Manager at BSI, encouraged participants to create compelling customer journeys and gave an interactive example of how BSI Studio, BSI's marketing automation platform, simplifies the process. In BSI Studio, each data point from the CRM, ERP, analytics, etc. is used to personalize customer journeys in a smart way, then monitor them in real-time. 

Brochure (in German)
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Brochure (in German)

Read more about the marketing automation platform BSI Studio and its various possibilities for designing and orchestrating customer journeys.

Constant data collection and analysis is crucial
Reto Frei, Sales, Customer, & Market Manager at Baloise Insurances, explained why Baloise Insurances, as pioneers in the field of customer engagement, have relied on BSI Studio. They implemented BSI Studio earlier this year to inspire customers while also meeting their own high goals in customer management. Frei took the participants on his journey from sales support to customer management and from campaign management to customer development measures.

The development of competence within the organization was very important, especially in terms of customer analysis and, above all, impact monitoring. Furthermore, the operative marketing systems had to be integrated with the analytical ones. And much more. Baloise Insurances rely on BSI Studio for its customer development measures. In addition to trigger-based measures, it allows them to also carry out action-related measures that are based on customer analyses and corresponding impact checks. And with success: first, their material costs were significantly reduced by omitting specific campaigns. Then, the cross-sell rate was increased. Finally, the premium effect of the processed contacts was significantly increased. 

In particular, Reto Frei emphasized the importance of continuous data collection and evaluation. Two customers may initially have similar sociodemographic data, but if one knew them and their behavior better, one would know that they would have to be addressed completely differently.

If you would like to learn more about customer engagement or the use cases we explored at our Business Breakfast, don't hesitate to contact Robert Schumacher.

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