CRM < VCRM — “Step up your SMS/E-mail campaign plans.”
We all can mutually agree that CRM is a very important factor for businesses across all sectors. However, in lieu of doing it because it factors back to your business is an approach that needs to be understood & fixed.
Sunday morning between10:00 am — 10:10 am I get (9 SMS) from brands across all kind of sectors, the same happens at 1:00 pm (7 SMS)& again at 2:00 pm (5 SMS). Yes I finally requested my network operator to activate DND! Now SMS/E-mail/WhatsApp being the most cost/value efficient mode of communication channels within CRM why are the Marketers of today not focusing on the part that matters the most? “Customer Experience” is a very important value that a brand should strive to build as the digital landscape of the Nation has grown & is growing at a terrific speed & the masses you have been targeting know what you are talking about through the promotional ads that your social media team ran on — Facebook, Instagram et al.
This is an axiom : 7% is the most high ball (average) click rates that you will get through your SMS/E-mail campaigns. The campaign success is measured through UCR (Unique click rates). Lot of insights, value & ROI is something that you will achieve but what is the value that you are creating for your target audience & 50%+ don’t read SMS anymore if it isn’t from someone in their personal contact. In this all things digital ERA we as a community should really focus on how do we bridge this gap? Rather then targeting millions should we not be optimizing campaign in a manner which makes us understand our niche & the right data set to be targeted which will allow CRM specialists to do more just than a normal text/e-mail.
Quality>Quantity always.
A couple years back I came across the concept of generating videos on demand based on data irrespective of the volumes- I was super fascinated with the idea & had set my mind to experiment something with this tech. Almost a year later was handling CRM for India’s one of the largest Automotive company & we experimented on building a Customer Life Cycle journey where each & every SMS & E-mail wascoupled with a personalized video & PDF that was sent to the customer on booking a vehicle which displayed their name & details of vehicle that they booked accessorized with the goal to boost sales of their accessories. Now not only the UCR for the campaign was up by 100% month on month we were able to sustain the same click rate for the next 6 months which was a game changer.
There are millions of use-cases to in-corporate the VCRM (Videofied Customer Relationship Management) for brands across Retail, Hospitality, Fashion, E-commerce, Finance & any business that does SMS/E-mail campaigns. If all of this seems interesting to you & you would like to explore more on the said subject drop a line — askdkaran@gmail.com
