Part 3 of our series on campaign management for customer engagement looks at the challenges of segmentation and prioritization.
You probably understand what segmentation is and why it is important: it lets you tailor your engagement to maximize relevance and thus results. But customer engagement has to deal with two scarcities, people and time. Segmentation alone is not enough: you have to prioritize your outreach. Prioritization is actually crucial. Let’s explore why.
Most campaigns aim at enabling a live conversation between one of your agents or sellers and a customer or prospect. Because your resources are limited, you must prioritize their allocation. Situations where you only have people to go after a fourth or a third of a list are not uncommon. Prioritization starts by going first after your most valuable contacts. Yet, you need to ensure the proper coverage of all your lists and be able to balance your efforts across all of them. You need a tool that puts you in control of all your strategies.
Time is the second dimension to optimize. Using AI, you can predict the best time to contact and the best channel to use. And it doesn’t stop there. Predictions include propensity models such as the due amount customers are likely to pay or their sensitivity to reminders, before or after their due dates. Prioritization lets you leverage these models, whether statistical or predictive, and make the most of your efforts.
Customer engagement demands a campaign manager combining segmentation and prioritization. It’s the third critical capability you need for customer engagement and proactive service. Acqueon enables it using Contact Selection Strategies (CSS). Stay tuned for part 4 and, in the meantime, continue your exploration of our campaign manager here