CRM Marketing - A Tool for Improving Customer Centricity

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T-Bank offers mobile app users to independently choose cashback categories for the month based on expenses for the past period. So, on the one hand, the app shows that it cares about the client by offering a choice of important and interesting categories, but at the same time leaves the right to choose
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CRM marketing (Customer Relationship Management) is a long-term relationship marketing based on collecting detailed information about clients and building communications based on this knowledge.

Most often, we are talking about clients who have already interacted with the company - made an order, subscribed to a newsletter, left contact information on the website. Information about them is stored in the company's client database or CRM system.

The customer-centric approach is implemented at all stages of building CRM marketing:

stage of drawing up a communication strategy;
collecting data about clients and their actions on the website, in social networks, messengers and offline;
audience segmentation;
setting up and launching personalized communication messages;
analysis of the results of the mailing.
We have already discussed how to create a communication strategy that will help a brand speak the consumer's language in a separate article, so we will skip this point now. But we will dwell in more detail on audience segmentation, personalization of messages and analysis of the client-centric approach in CRM marketing.

Audience segmentation and personalization
Customer segmentation is dividing them into groups according to certain list of malaysia cell phone number criteria: geolocation, age, needs, actions on the site, etc. Segmentation helps:

Types of customer base segmentation:

Geographical. For example, a premium beauty salon in the center of St. Petersburg is primarily aimed at attracting residents of this city.
Socio-demographic. If we continue the example with the salon, then this category will include women with a high income level who live in the central area of ​​the city.
Psychographic. This is a more subtle group, consisting of values, interests, and lifestyle of clients. Thus, women who advocate naturalism and conservation will come to the above-mentioned salon if the masters offer the corresponding types of services - Japanese manicure without chemical varnishes, professional eco-shampoos in biodegradable packaging.
Behavioral. This type is based on the client's interaction with the product - actual or potential. For example, where the user came to the site from, what pages he looked at, whether he asked questions to technical support and what kind, etc.
Thus, the online school of IT professions Skillfactory showed two groups of clients different chatbot scenarios developed by Carrot quest, depending on which page they visited: