The golden rule of conversational marketing is to ‘send the right message, at the right time, to the right person.’
However, when you are about to broadcast via WhatsApp, how do you know what the right time and the right message are?
Cross-system data integration could be the key to the answer!
By integrating data such as WhatsApp contact identities, official website member identities, browsing history, order records, etc., you may know more about your audience: what kind of messages will increase their interest, and who’s ready to make a purchase. Moreover, such precise communication can strengthen the connection between customers and your brand.
Leveraging Omnichat’s Social CDP and the Automated Customer Journey, you can consolidate data from multiple sources, making it easy to achieve accurate personalised marketing and cultivate deep customer relationships.
We have previously provided a detailed introduction to Social CDP in the article ‘Social CDP: Harnessing Multi-channel Customer Data for Sustainable Revenue Growth via Personalized Marketing
In this article, let’s focus on introducing the advantages and applications of the Customer Journey.
What is Omnichannel Customer Journey?
The Omnichannel Customer Journey is an automated marketing tool within the Omnichat Social CDP system. It allows brands to freely set triggers, time delays, and segmentation, and send multiple push notifications.
By utilising the Omnichannel Customer Journey, marketers can efficiently develop an automated and personalised customer communication strategy.
How can an omnichannel customer journey help brands to achieve personalisation? Omnichat can track customer behaviour on websites through the tracking pixel and further integrate customer data from E-commerce, CRM, and other systems. This provides a variety of data for precise journey-triggering conditions and customer segmentation. Furthermore, it enables multi-channel broadcasting.
Best Practices of Omnichannel Customer Journey
By utilising various journey triggers, actions, and segmentation, various marketing goals can be achieved across different industries. Below, through 8 best practice examples applied in beauty, fashion, FMCG, and travel industries, you’ll gain a clearer understanding of the applications of the customer journey.
1. Collecting customer data through a survey on WhatsApp and guiding customers to stores to try out new products
Upon customers joining the official WhatsApp account, you can entice them with coupons to complete a survey. Based on their responses, you can automatically provide precise products and collect their preference for remarketing.
Beyond standard online discount coupons, offering store-exclusive coupons can effectively direct your customers from online to brick-and-mortar stores. Through face-to-face interactions, customers can gain a better understanding of the product’s advantages.
- Journey Trigger: when a customer interacts with your WhatsApp as a new contact.
- Journey Goal: collecting customer data and directing customers to brick-and-mortar stores.
2. Reminding customers to repurchase, based on the product usage cycle
After integrating customer purchase data through Social CDP, triggers such as ‘Checkout Completion’ or ‘Purchase of Specific Products’ can be utilised for the journey. Using the automated customer journey, reminders for repurchase can be automatically scheduled and sent out based on the product’s usage cycle after the customer’s first purchase.
- Journey Trigger: when a customer purchases a specific product.
- Journey Goal: increase the customer repurchase rate.
3. Guiding online customers to visit stores
Does your brand operate online official websites and offline stores simultaneously?
You may have noticed that customers who have purchased from both channels spend more on average than customers who only buy from one channel.
Thus, turning customers into omnichannel consumers is also a key strategy to increase the lifetime value of a customer.
You could reach a broad potential customer base online and achieve a better conversion rate and order value offline. The journey can assist your brand in diverting online customers to make purchases at physical stores. For example, you can target online customers to shop in your offline stores by sending them coupons for offline purchases.
Additionally, for those who have become ‘Omnichannel Customers’, it can be inferred that they have a high affinity for the brand. Brands can share the MGM (member get member) rewards campaign with them.
- Journey Goal: attract online customers to try in-store purchases, increasing conversion rate and order value.
- Journey Trigger: when a customer completes the checkout online.
- Journey Segmentation: purchased offline or not
4. Resegmenting Hesitant Customers through A/B Test
Do you have any flagship products?
How do you boost the conversion rate?
Try to retarget potential customers with different content!
For example, you could target customers who have viewed the product multiple times but haven’t made a purchase. And then broadcast with KOL outfit photos and the consumer’s actual outfit videos. Then, you will know which kind of content makes better performance. Also, you could record the preferences of each customer by tags.
- Journey Goal: boost sales of hero products and collect customer preferences for different content types.
- Journey Trigger: view a specific product page for more than 2 times.
- Journey Segmentation: click retargeting messages.
5. Guiding customers to join the brand’s WhatsApp official account and official website membership.
Is your product listed on some retail platforms or channels not owned by you, such as convenience stores or supermarkets? You may notice that while these channels may contribute to your sales volume, they often don’t share consumer data and insights.
In recent years, an increasing number of brands have transitioned from purely channel-based operations to a direct-to-consumer (DTC) approach. This enables them to gain first-hand insights and feedback by directly interacting with their customers.
As brands begin to manage social communities and their media, the question arises: how can I get the contacts of customers from these channels?
Try to print a QR code on your product packing and guide consumers to your official WhatsApp account!
Meanwhile, by attaching product tags, brands can use these labels to send targeted messages in the future.
- Journey Goal: guide customers from distribution channels to your WhatsApp, while also collecting customer preferences.
- Journey Trigger: scan the QR code on the product packaging.
6. Promoting Official Website Registration through WhatsApp Contacts to Encourage First-Time Purchases.
In addition to guiding customers to your official WhatsApp account, if you also have your e-commerce website, you can further encourage customers to register and shop on the official website and shop.
By integrating e-commerce membership systems with Social CDP, one can identify contacts in the customer journey who have not registered on the official website and promote the membership program to them. Following that, one can filter out members who haven’t made their first purchase and remind them to utilise their first-purchase discounts.
- Journey Goal: encourage WhatsApp contacts to register as official website members and further complete their first purchase.
- Journey Trigger: the customer becomes a social contact.
- Journey Segmentation: whether they are official website members and whether they’ve completed their first purchase.
7. Customer Survey and Recommendations.
You can attract your WhatsApp contacts to complete a survey by offering coupons. Through this, you can collect key information such as travel frequency, favourite cities, and travel budget. Based on customer preferences, you can then recommend relevant travel itineraries accurately.
- Journey Goal: collect customer preferences and guide them precisely.
- Journey Trigger: join as a WhatsApp contact.
8. Birthday Coupon and Product Recommendation
In addition to national holidays, many people also buy more or travel on special occasions like birthdays and anniversaries. Sending promotional messages at the right moment can enhance marketing effectiveness.
By integrating CRM system data through Social CDP, you can use specific dates such as anniversaries or birthdays as a time reference point in the customer journey. This allows for timely recommendations of suitable products.
- Journey Goal: target customers approaching their wedding anniversary with precise recommendations.
- Journey Trigger: when the wedding anniversary date is added to the profile attributes, automatically schedule a personalised message.
Achieve various marketing goals flexibly through omnichannel customer journeys.
With Omnichat Social CDP, you can integrate customer data from multiple channels, including social media, e-commerce, and membership information. Not only can you consolidate it into a 360-degree customer profile, but you can also use these customer behaviours and data records as triggers and segmentations for automated customer journeys. Moreover, you can send personalised messages based on these conditions to achieve various marketing objectives.
Schedule a meeting with Omnichat Social CDP experts now to understand how to use Social CDP and Customer Journey to elevate your sales and customer relationship management!
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