B2C Data from marketing promotions/campaigns- here out of all promotions and campaigns Hayleys can select which activities the customers are more likely to respond and identify key components to include in Hayleys customer retention strategies like what attracts them, what factors they value etc. Email (open rates, click throughs, A/B testing etc.)- these data can be used to improve Hayleys life cycle marketing strategy by understanding what are your successful emails such as product recommendations, welcome emails, post/pre purchase etc. and develop your campaign to fit every phase in the cycle resulting an increase in customer retention. B2B Transactional Data (no. of products purchased, order value/date, renewal dates etc.)- analyzing these …show more content…
Customer service data (call center data, chat records, services etc.)- Here Hayleys can identify what are the services your customer signed for and what issues they continuously face. You can address those issues creating a positive experience for the customers. By using their chat records/history Hayleys can interact with the customers in a way that they feel the company is familiar with their requirement which will lead to customer loyalty. Task 3(c) Future metrics that will inform on customer related …show more content…
However when integrating metrics with Hayleys objectives necessity for new metrics arise to ensure and monitor the effectiveness of future plans (e.g. increasing the local market share, being a well-known brand locally). And also there are emerging trends in all customer segments, so it is important to track those trends and use the information gained to make decisions and improve future plans. Followings are some metrics that will be useful in making decisions regarding customer related issues. Churn Rate- Necessity for this metric arises as a result of low retention rates in the B2C customer segment. Most of the B2C customers are locals and it is identified that most of the customers abandon purchasing Hayleys consumer products as soon as they can. So to align with company’s objectives it is important to how many customers never repurchase and why they no longer use Hayleys products. Through analyzing the reasons for abandonment you can make decisions regarding customer issues such as what are the areas that need to be improved etc. which will eventually result long term