One of the key recurring themes woven through the Innovation in Marketing Automation breakfast event in Melbourne this week was getting your data structures right to support the CX (customer experience) you are looking to deliver.
Andrew Pattison, Customer Experience Manager at Honda MPE talked us through two key projects that he has worked closely with the technical team at Marketing Cube to deliver over the last 12 months.
1. Automated Service Reminders
The first was an automated service reminder communications program for the motorbikes part of the business, integrated to the CRM and catering for multiple products (with multiple service reminders) per owner.
2. Welcome and on-boarding
Interestingly, the same data structure underpinned Andrew’s next project – a welcome and on-boarding journey. This has transformed new Honda motorbike owner’s CX and delivered actionable insights from surveys.
During the Q&A session, the same message came up in when the panelists were asked for their one piece of advice they would leave the audience with this morning: get the right data structures in place for what you are trying to deliver.
The utopia of all your data in a single customer view, in an easy to use structure that supports everything you may want to do in marketing today and into the future, is a dream that has stymied many an organisation. The good news is you do not have to do it all at once!
Ideally, you will have a picture of the core elements of your future data schema, but start small, with the profile data you likely already have, supporting customer experiences you have content or can build content to support. Add digital engagement to further tailor the experiences and leverage your marketing automation platform’s capabilities. See what works and change what doesn’t, and add further layers as your data and engagement data is enriched.
We are hoping to share some further details with you in a Honda MPE customer success story in the near future. If you would like to find out more in the meantime, please contact me Here.