window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'UA-43234421-1'); iclick, Author at IParllay One-Stop Private Growth Platform - Page 5 of 10
All Posts By

iclick

2023年1月4日
0

Using Four Kinds of Wechat Marketing Scenarios Skillfully to Promote Business Growth

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

Using Four Kinds of Wechat Marketing Scenarios Skillfully to Promote Business Growth

For WeChat official accounts, the seemingly simple path from acquiring users to promoting users to buy products is actually tortuous and changeable. Especially when the number of users exceeds a certain stage, after experiencing large-scale user growth, many enterprises have entered a bottleneck period. The typical characteristics are as follows:

1. Not only did the growth of users decelerate, but business growth also did not improve.

2. Engage with users, but users continue to unsubscribe.

3. Serious imbalance of input-output ratio.

The above reasons are mainly due to the incorrect use of marketing strategies by enterprises.

Enterprises should pay full attention to the following four key scenarios when using WeChat to promote business growth:

1. Get users

When it comes to how to get users, the first instinct of most marketers is to advertise on KOLs, but this is only the first step to get users. The second key step is to interact with users in a timely manner when they follow the Wechat official account. For example, when a user scans a QR code subscribing to a WeChat official account from an offline store, he may be rushing to subscribe for “welfare” given by a promotionist, while a user who subscribes to account through a WeChat search would like to know more about the brand. Comparing these two types of new users, it is obvious that the latter’s purchase motivation is much weaker.. In the scenario of acquiring users, the second kind of marketing scenario can be opened only if the users are persuaded to stay.

2. Interact with users

Two core channels for users to subscribe to brand official account are QR code scanning and active search. It’s no exaggeration to say that we think we spend a lot of time writing WeChat articles every week, but we can neglect the contribution in promoting getting users. So why do companies invest heavily in hiring public relations companies and copywriters to create different content? That’s because post content according to user’s different attributes can greatly improve the effect of interaction. For example, for users in Beijing who are interested in buying or renting a house, it is much better to send the  information of house that around their geographic location than to send the news that the people of the whole country are “happy to hear and see”. When the brand can fully understand the interests of users, users will choose to stay.

3. User retention

When the company successfully created “10w + reading” and “100w H5 page visits” through marketing promotion, congratulations, you have entered the third kind of scenario to promote business growth. At this point, you need to gradually transform from disseminating KPI to transforming KPI, using the attributes of life cycle to understand users at different stages of purchase, more scientific than simply understanding the geographical attributes of population such as gender, geographical location. For example, when the user is in the bar excited to buy your wine, they may not be considered your customers. But if the enterprise needs to continue to grow, we need this kind of impulse consumers convert to sustained consumers, enhance their loyalty. Customer retention scenario is the most complex, but it is also the core of driving business growth.

4. Customer growth

When we complete three key scenarios, we accumulate a large amount of user behavior data.

A WeChat official account with more than 1 million users generates more than 100 million user behavior data a year. Making use of big data to make scientific decisions is the basis to ensure the rational use of marketing resources. At this stage, the rational use of  users data, automatic follow-up management of potential sales opportunities will become routine work. For example, when a user visits a website to learn about a product, automatically issuing a coupon to them will facilitate the purchase. Or when users buy expensive products in the store, it automatically pushes a service satisfaction survey to improve the customer experience. The customer growth scenario is not only the final scenario, but also the beginning of the new user acquisition scenario.

We believe that convert users to customers is the core goal of enterprise to operate WeChat.

You may also like

2023年1月4日
0

Three attributes of WeChat users that marketers should understand

By | IParllay Marketing Blog, Marketing Automation, WeChat Marketing

Three attributes of WeChat users that marketers should understand

Marketers face uncertainties every day. Such as doing surgery, even with excellent medical skills and sophisticated equipment, it is difficult to guarantee 100% success of each operation.Because human life is only one time, before each major operation, doctors must do a variety of investigations and repeated surgical procedures before they can be implemented.How many of our companies have thought when complaining about the poor effect of WeChat: Do we really understand the users?

Usually, there are three kinds of user attributes of WeChat official account: population geographical attributes, behavior interest attributes and life cycle attributes.These three types of attributes provide very important information in the formulation of our operational strategy. In some complex scenarios, several attributes will be involved to play a role at the same time.Understanding and making good use of these attributes of users, the marketing strategy formulated through reasonable analysis of WeChat big data is scientific and effective.

1. Population geographical attributes

Users information, such as avatar, alias, ID, gender and geographical location, which we know in the background of WeChat, belongs to the population  geographical attributes and is the most basic information. When enterprises use these information to make decisions, they always feel inadequate. For example, when we logged in the WeChat official accounts platform and found that a large number of users who unfollowed, we naturally wondered: Who are these people and have they bought our products? Although you know who they are, what you want to know more is what you did, which made them lose interest in the business and leave. This requires understanding the user’s second attribute: behavior interest attributes.

2. Behavior interest attributes

As far as we know, a official account of 100,000 users will produce more than 1,000 w user behavior in a year. Most of the behavior can not be seen in the background of WeChat, such as: scanning QR codes, sharing geographical location, sending pictures, unfollowing (yes, your user leaving the account is the last behavior), and so on. This is what we call “user behavior attribute”.

For example, an offline promotional activity, involving 500 participants, 200 people scanning QR code to follow the WeChat official account, only 50 people left contact information, and finally 15 people were traded on the spot. It is worth thinking about: 150 people will not subscribe if they are not interested, but after following without leaving contact information, what did they do in WeChat? If there are opportunities, should enterprises conduct targeted research and conduct effective user behavior data analysis? And what did the 15 people who eventually completed the transaction see and do in WeChat? Know the enemy and know yourself and you can fight a hundred battles with no danger of defeat.

3. Life cycle attributes

The first two attributes, we stand in the user’s perspective to understand their appearance. The attributes of life cycle are to understand users from the business point of view, or to understand users’ purchasing intentions, and to judge their marketing/sales stage. B2C and B2B enterprises have slightly different processes, but essentially the same.

B2C corporate marketers pay more attention to the common characteristics of certain types of customer groups, such as the users participating in marketing activities, and the proportion of men and women who are converted into members. B2B corporate marketers are more concerned about the characteristics of individual sales leads, such as all potential customers who leave contact information online, and what information they have learned from WeChat and websites.

The marketing scenario of WeChat is complex and changeable. Sometimes we need to synthesize the above three user attributes for analysis and judgment. For example: whether the customers who ultimately buy products in different offline stores are converting points online or not, and what common characteristics do frequent converters have in terms of consumption capacity? There are many examples like this, which require the marketing staff to go deep into the various scenarios of WeChat marketing carefully, and make marketing strategies scientifically based on user attributes in specific scenarios.

You may also like

2023年1月4日
0

Four Practical Strategies to Promote User Binding to Membership

By | IParllay Marketing Blog, Marketing Automation, Marketing in China

Four Practical Strategies to Promote User Binding to Membership

The first thing for traditional enterprises in the transformation of Internet is to register the WeChat official accounts. This brings a new trouble to marketing department and member department: how can the huge member information be imported into WeChat official account?

Generally, there are four problems faced by enterprises:

Old customers do not follow the WeChat official account.

Enterprises do not know who are members among the users in WeChat official account.

The users just do not bind to membership.

Although using strong CRM and customer big data, the effect is still not obvious.

In view of the above four problems, we present four practical strategies to activate users and promote membership binding.

Strategy 1: Use the Wechat system as a platform to provide membership benefits

The reason why customers don’t follow is simply that they feel troubled and useless. For example, after changing tires in 4S shop or making a 400-phone appointment to install water purifier at home, why must we subscribe to the corporate official account? But if users can benefit from the WeChat official account after following, the results will be different. Don’t underestimate this simple change. One of the world’s top tire brands puts member benefits in the official account. Nearly 50% of the hundreds of thousands of customers who buy tires in a quarter convert into members. The enterprise has not only increased the number of users, but also acquired new customers.

Strategy 2: Upgrade WeChat CRM to identify members in the users

It’s often mentioned that I have hundreds of thousands of users, but I don’t know the members. First, it’s impossible to know, so there’s no need to be nervous. Second, after upgrading the WeChat CRM, we use technology to identify customers among users, but the time and cost are not low, so we need to be prepared in advance. If you are afraid of trouble, you can use Parllay (WeChat CRM), which is ready to use without maintenance.

People often say that users are customers who buy our products, but why did they unfollow? So if we want to solve the membership problem, we still need to think further.

Strategy 3: Start with marketing scenarios to promote users binding as members

Example 1: Offline customers have purchased products but have not completed member activation: For users who do not fill in key information such as mobile phones in time.It is better for enterprises to follow up automatically with in the next 48 hours. Send 1-3 members’welfare information to encourage them to complete online activation.

Example 2: Users who participated in online H5 membership activities but did not complete membership activation: Find users who visit H5 pages but don’t leave mobile phone information. Follow up in time that day and tell them that many users like them are bound to become members. Continue to follow up on the next day, and again push member benefits to these users in order to promote the activation of members.

Strategy 4: From paying attention to paid customer data to potential customer data

Enterprises with such problems usually have powerful CRM and data processing capabilities. Data from CRM (age, gender, home address, mobile phone, consuming power, purchasing products, everything), and even user behavior acquired from cross-media cooperation, can produce accurate customer profile. But in this scenario, the challenge facing marketers is not to push customers to buy, but to push users to bind to become members. For example, in Strategy 3, what users do in the WeChat official account, and what content prompts them to leave their phone numbers. At the same time, we also need to know what the users who purchased my product but unfollowed did and why they left. Once we have a clear understanding of the various behaviors of potential members, we have the ability to promote their binding to membership through personalized communication. But the core issue is that we need to understand what stage of the customer life cycle big data solves.

You may also like

2023年1月4日
0

Internet + enterprise should pay attention to user identification in cross channels

By | IParllay Marketing Blog, Marketing in China

Internet + enterprise should pay attention to user identification in cross channels

There is a famous saying in the advertising industry: “I know half of my advertising expenses are wasted, but I don’t know which half is wasted.” Today we’re going to talk about the growth of WeChat official account users. Increasing users in marketing promotion is not the focus of discussion, but the growth effect of users in different channels is the key to determine whether marketing expenses are allocated reasonably.

From the large data analysis of Parllay (Wechat CRM), we can see that the main ways to promote user growth online come from the following three ways:

1、Advertise in WeChat moments

2、Scan QR code

3、Search for WeChat official account

 

1、Advertising in WeChat moments

Moments advertisement is the highest quality promotion method at present, which will lead to the increase of users. It is a kind of precise social advertisement. This way can not only reach the target population, but also achieve secondary transmission among friends, moments and WeChat groups by means of WeChat social channel.

2、Scan QR code

From serving some of the world’s top brands，Parllay concludes that more than 50% user growth in almost 90% brands comes from scanning QR codes. QR code has become a part of people’s life. In the use of WeChat for several years, people have developed a good habit of QR code scanning. Where the customer is, the QR code of the enterprise should appear there. Examples are as follows：

（1）By placing different QR codes in different promotion pages of WeChat official website/H5 page, a leading brand of kitchen electric can not only understand the effect of channel promotion, but also understand the customer’s interest in products.

（2）Put the QR code in the WeChat article. Parllay places QR codes at the end of the article to analyze the number and quality of users brought by different articles. After a period of operation, we found that some marketing agencies are interested in WeChat automation marketing, while some brands are more interested in finding customers with WeChat official account.

（3）Put QR codes in offline stores. This is a very valuable channel for traditional enterprises. Through different QR code, we can not only increase users, but also understand the growth effect of different stores.

3、Search for WeChat official account

Continuous brand publicity and exposure are reflected in WeChat Public Number, which is very simple: users will directly search and follow the WeChat official account.

Compared with searching and scanning QR codes, other modes only account for less than 5% of all the new users.

So in order to achieve the 10W + goal, remember to put QR code at the end of the article.

Parllay can help enterprises identify users in different channels, help enterprises understand the source of customers, and make every penny worth it.

You may also like

2023年1月4日
0

What is users engagement in WeChat official account?

By | IParllay Marketing Blog, WeChat Marketing

What is users engagement in WeChat official account?

Many companies often ask us, what is WeChat engagement?We divide the engagement into several scenarios: WeChat engagement, web engagement, offline WeChat engagement.

 

1、Users engagement——in WeChat

Common types of engagement in WeChat include clicking menu, replying keyword, reading, following, unfollowing, etc.

From the perspective of Parllay, there are at least 20 kinds of engagement in WeChat, and most of the engagement are not visible in the WeChat background, such as unfollowing. A small number of engagement can only see numbers, not interactive users. But engagement is bidirectional. If we don’t know who the interactive person is, how can we marketing and communicate with the interactive users even if we reach 10W + ?

2、Users engagement——in Webpage

Common interactive include website visits, page visits,stay time, and interactive page push. The engagement mentioned above is the product of the Internet PC era, which is deficient in the era of WeChat mobile marketing. The former can only see virtual numbers, but the latter can see specific people is. And we can use WeChat to know who this person is, male or female or where the actual geographical location is. Most importantly, because they are WeChat official account users, enterprises can directly interact with the visitors to the website. For example, when a customer visits an enterprise product page, the user is given a preferential information for different products to stimulate product purchase, thereby improving the sales conversion rate by 20%.

3 、Users engagement——offline

Common interactive indicators include the number of scanning, the number of followers who scanned a QR code, WeChat payment and so on.

QR code is the best tool for linking offline and online. In most scenarios, it is used to encourage users to participate in engagement. It is also an interactive data that enterprises with large offline entities should pay attention to, because these engagements will effectively promote personalized communication among different customer groups. Enterprises should attach great importance to the users who use Wechat to pay for products. They promote the change of users’life cycle attributes, from users to paying customers or intentional customers. These engagements will directly affect the enterprise’s scenario marketing strategy in the later stage and the sustainable development of business.

You may also like

2023年1月4日
0

One billion sales opportunities lost by automobile brands

By | IParllay Marketing Blog, Marketing Automation

One billion sales opportunities lost by automobile brands

By serving a number of automotive industry customers, we have found that both the passenger car brand and the tire brand have two missions that are unchanging: the discovery of potential customers and the repurchase of the old customer. They always want to find more sales opportunities through holiday promotions. Some brands have invested tremendously and achieved remarkable results. Some brands have no way to find effective WeChat marketing solutions so far.

Sticking to the original technical advantages and marketing ideas has proved to be very low in the input-output ratio under the marketing ecology created by WeChat. Today, based on Parllay’s two years’practical experience, we introduce three practical strategies to help automobile companies achieve their core goals.

1、Identify car purchasers

After Parllay big data statistical analysis, the annual behavior data of a WeChat official account with hundreds of thousands of users is far more than 10 million. Traditional CRM and human eyes are not recognizable. We need to adopt new methods to understand users, communicate with them, and discover their interests and behavior characteristics.

For example, by launching car clubs or clubs, influential car owners call on new car owners to actively join and leave their mobile phone numbers through WeChat. Or by offering related services, such as insurance, maintenance, etc., to attract owners to join. In short, the premise of all marketing, enterprises need to identify customers in the users, this work needs both marketing planning and technical support. Parllay is a very flexible platform, low-cost, fast online, carry-in feeling.

2 Identify sales opportunities

Customers and potential customers are not the same before they spend money. They are also different psychologically and on WeChat. Many well-known automotive companies use CRM to draw customer profile, which can transform user purchases. But the reason for the huge cost and little effect is that the profile of potential customers and customers are not the same in essence. Trying to use CRM (the wrong tool) to track user behavior on WeChat was futile at first. The correct way is to know the user’s behavior well, and then draw a portrait of the potential customer, as a guide to distinguish potential customers and intended customers from users, and then follow them up in a timely manner. Use Parllay and CRM to avoid ineffective CRM upgrades and to suspend rough marketing activities to maximize profits.

3、 Identify customer groups

Data from WeChat in 2015 showed that 70% of users like to read content related to their interests. Pushing promotional activities to old customers not only causes advertisement harassment, but also makes a huge difference in his mind in case the customers see the newly purchased car reduce its price and increase its activity. The great experience that marketers strive to create vanishes in an instant. Salesmen encourage potential customers to try driving in stores, while users receive summer maintenance guidelines, which may be useful, but when can KPI be completed? According to Parllay’s data, precise pushing articles to intended customers can improve reading to 90%, which is undoubtedly beneficial to customer communication of automobile brands.

You may also like

2023年1月4日
0

Precision marketing in WeChat official account

By | IParllay Marketing Blog, WeChat Marketing

Precision marketing in WeChat official account

Precision marketing is no longer an unfamiliar concept. From Baidu Search Engine Marketing (SEM), precision advertising has begun to flourish and has become a huge Internet advertising industry.

Marketers use a variety of precision ads, such as the WeChat circle, to find people who match the buying characteristics. For example, Jingdong’s targeted advertising is only shown to specific groups. But this only happens outside the WeChat official account, and the precision marketing we are discussing today happens inside the WeChat official account.

Why should we have precise marketing in WeChat?

Because the users in the WeChat official account of every enterprise are complex.

They have different gender, age, educational background and educational level, and their understanding of product information, concerns are also different.

Trying to send all the information of the company to all users by the “one-size-fits-all” way will not only bring a very bad user experience, but also can not achieve the purpose of marketing in the value transfer, resulting in loss of users. Worst of all, more and more users will do not follow the WeChat official account any more.  

 A man complained to me about his experience.

 One day, he inexplicably received a research report from a famous women’s brand, invited to comment on the women’s print. The man was very dissatisfied with it. First, he didn’t know why he was involved in the women’s wear research. Second, he didn’t know the so-called printing. The third key point is that he has never purchased the brand before.

He followed the account just considering the possibility of buying clothes for his children in the future, in order to facilitate the understanding of the brand activity information. Perhaps this survey is for male users, but can it be more precise? Will these key messages that lead to product improvements be sent only to customers who have purchased? Such examples, too numerous to mention, deserve to be highly valued by enterprises.

It is not complicated to do precision marketing on the WeChat official account. We only use the three types of precision push methods commonly used by Parllay customers for reference.

Dividing users groups by population and geographical attribute.

1. According to gender:

 In the above case, we can conduct separate research on male users and female users.

2. According to location:

A real estate enterprise can push the purchase and rental information of the region to the city’s users.

According to Behavior Interest

1. Users participating in an event: A tire brand pushes information for users participating in offline activities, and encourages them to activate members.

2. Users visiting WeChat website: A multinational consumer electronics customer push promotional information for such products to those users who visit different product sites.

3. Users replying keyword: An internet finance customer push the product improvement experience plan to people who reply keyword.

According to the life cycle

1. Users in Specific product line: A high-end wine is invited to participate in offline activities to promote the conversion into a continuous purchaser.

2. Users participating in online activities: A car brand aimed at users leaving mobile phone numbers on H5 website.

3. Users already paid: The women’s brand we talked about, more effective for members-initiated activities than to easily trigger dissatisfaction.

 The WeChat official account serves as a key platform for brand and consumer communication and completion of business transactions, Marketers think carefully about what they say when they send information. But what we want to say is that before we sculpt the text, we should think more about whom the information should be given to , and whether it can achieve the final result of our post. In order to better carry out accurate marketing, Parllay  (Wechat CRM) suggests that marketers consider scenario content marketing strategies.

You may also like

2023年1月4日
0

Increase Contact Acquisition Channels and Increase Lead Conversion Rates

By | HubSpot, IParllay Marketing Blog, Marketing in China

Increase Contact Acquisition Channels and Increase Lead Conversion Rates

HubSpot’s Inbound Marketing model integrates email, social media, and website design into a four-step process.

Through SEO, production of high-quality content, etc., users can actively understand the enterprise when using search or social networks, and be converted into website access users;

The access users of the enterprise web pages, some have the willingness to purchase, and leave the corresponding contact information by filling out forms or binding social accounts, and become potential customers of the enterprise;

Email potential customers, make phone calls, keep track of them, and finally close deals, turning users into purchased customers.

After the customer reaches the transaction, the company will continue to provide follow-up services including customer service to satisfy the customer and ultimately form a good effect.

It is not difficult to see from the inbound marketing process that the contacts obtained and managed by HubSpot are from the web page and have left contact information. There are two obvious shortcomings. First, WeChat has gradually become an important channel for online marketing. Its business value has gradually been recognized by domestic and foreign companies, but web marketing cannot reach WeChat users. Then, HubSpot marketing is based on the premise that visitors have contact information. The integration developed by Parllay can solve these two questions.

 

WeChat has a large user base. With the advantages of mobile terminal, natural social and location positioning, each information can be pushed, so that each individual has the opportunity to receive this information, and then help the merchant achieve point-to-point precision marketing. The leads obtained through WeChat promotion are directly synchronized to HubSpot and become contacts, which greatly increases the access channels of contacts.

Due to the interactive ability of WeChat official account, Parllay can reach users who are not registered in the promotion, that is, fail to become HubSpot contacts. This is the remarketing in the function introduction. To give a simple example, through the promotion activities, 1000 people subscribed the WeChat official account, and 500 of them were synchronized to HubSpot as contacts. At this time, the contact conversion rate was 50%. Then, Parllay filters out the remaining 500 unregistered users and conducts a second round of marketing promotion. If 100 of them leave a contact in the new promotion to become HubSpot contacts.The contact conversion  rate is increased to 60%. Parllay’s WeChat remarketing capabilities for unregistered users perfectly compensate for HubSpot’s shortcomings in this area.

You may also like

2023年1月4日
0

Build a Cross-platform User Journey

By | IParllay Marketing Blog, Marketing in China

Build a Cross-platform User Journey

User Journey refers to the entire process of user interaction with the company from the first contact until the payment is completed.

It’s useful to invest some time and experience in creating a user’s journey.

  1. To be able to understand customers more thoroughly and comprehensively, to accurately analyze and classify customers.
  2. Focus on the entire process from the initial visit to the goal, not just one aspect. This kind of setting can avoid the disadvantages of excessive attention to detail, and we can analyze the advantages and disadvantages of our products and services in all aspects.
  3. Customer journey analysis is done entirely from the perspective of the customer. The company can directly understand the pain points of each stage of the customer and what the customer wants at this stage.
  4. Help companies refactor their products or services into business process reengineering.

The HubSpot+WeChat integration solution syncs WeChat users to HubSpot’s CRM. Contact activities include not only their behavior on the web side, but also their behavior on the WeChat official account. The user’s cross-platform behavior activities are unified in HubSpot. The enterprise can obtain the cross-platform behavior of the contact in real time, timely understand the activities of them on the web and the WeChat side, and seamlessly identify the potential customers/sales opportunities online (website + WeChat).

You may also like

2023年1月4日
0

Create A Single Customer View

By | IParllay Marketing Blog, Marketing in China

Create A Single Customer View

A Single Customer View is an aggregated, consistent and holistic representation of the data known by an organisation about its customers. This data can be viewed in one place, such as a web page or a product port.

 

single-customer-view-1

Businesses Want A Single Customer View

Businesses of all sizes understand the importance of a single, unified customer view. A single view of the customer is beneficial, as the unified identity allows for an aggregated representation of personal data and customer behavior. While there are many advantages to building a single customer view, many businesses struggle to overcome the challenges associated with building one. Without a holistic representation of the customer, organizations lack the visibility they need in order to keep business moving forward efficiently.

A Single View of the Customer Provides Numerous Benefits

Organizations strive to deliver effective marketing and sales campaigns in order to boost revenue and drive new business. In order to deliver better campaigns and empower field sales teams, having an identity management solution that allows businesses to obtain a single customer view is crucial. An identity management solution allows companies to look into and examine previous customer behaviors, interactions, purchases, etc., to better analyze and target customers to create a single view of the customer. Moreover, with a single view, sales teams are empowered, as they now have information to develop a complete understanding of prospects and customers. Sales teams can understand what products prospects and customers have expressed interest in, what has already been purchased, documents that have been signed, and even feedback and reviews regarding the product. Because companies often have a number of departments which interact with consumers (sales, marketing, customer service, IT, etc.), customer data gets placed in a number of different systems. One department may use an ERP system to manage financial data, while another uses a CRM system to organize customer information. Other parts of the business might use billing, application tracking, and social media monitoring applications to engage with and understand customers.

 A single customer view benefits organizations, allowing them to minimize costs, simplify business processes, and have the strategic edge over the competition. With a 360 degree view of the customer in a single location, business can run more efficiently and effectively. Not only are companies able to better target and drive business with a higher quality of insight, they can also minimize costs by avoiding ineffective marketing tactics. Additionally, a unified view of the customer on a single interface ensures that business can run without complications when employees are out of the office, sick, or on vacation.

A study conducted by Gartner states that “To successfully target, acquire, develop and retain customers, organizations rely on accurate, comprehensive, up-to-date customer information and insight.” This insight provides businesses deeper visibility into their customers and their behaviors, allowing them to better market and sell products. Moreover, as businesses grow and the channels of customer engagement increase, the importance of creating a comprehensive and accurate understanding of the customer increases as well. Building a complete customer view has become a major challenge for businesses to overcome, but one which has a very valuable payoff.

 

Challenges Surround Single Customer Views

With several systems and applications managing different types of information, it is difficult to create a single customer view in which all the details associated with the customer are in one location. Moreover, legacy systems can complicate matters, creating difficulties when it comes to sharing data, as they are outdated and inflexible. Data silos, or systems that hold valuable information, are isolated, making it difficult for organizations to be optimally productive.

As businesses employ SaaS and cloud-based applications and systems, sharing data with on-premise systems becomes complicated. Furthermore, as the number of devices and channels of engagement increase (mobile, computers, tablets, face-to-face, apps, etc.) it becomes increasingly difficult to manage information related to a single customer when it comes from numerous devices, databases, applications, and departments. Disparate applications contain all sorts of customer data and without a single customer view, businesses must run multiple applications at once to obtain all that information. Switching back and forth between different applications can complicate tasks and slow down performance. What’s more, different systems must not only communicate seamlessly, they must also be aware of business rules associated with each application and service.

single-customer-view

Create A Single Customer View With Parllay

As WeChat becomes an important channel for online customers acquisition, the various attributes and activities of WeChat users have important commercial value. However, CRM software adopted by many companies in the world, such as Hubspot, has strong customer management, web marketing and automated marketing capabilities, but does not have WeChat user management capabilities. For companies that use HubSpot and WeChat to conduct business, customers are scattered in two systems, unable to focus on data analysis, automatic marketing and customer management, which not only increases customer operating costs, but also reduces marketing efficiency, while also affecting the effectiveness of precision marketing. Based on its powerful WeChat data deep development analysis and integration capabilities, Parllay launched the HubSpot+WeChat integration solution. Contacts obtained by the enterprise from WeChat can be automatically synchronized to HubSpot’s CRM, including contact WeChat attributes and real-time WeChat behavior. At the same time, companies can also trigger WeChat official account actions through the HubSpot workflow to interact with users. As such, a single customer view is well represented in the HubSpot.

You may also like