Here we look at life within Cogent. This time from 'The Insider' in our CRM department.
Having worked 14 years client side I relished the variety of agency life, and sure enough no day is ever the same! Being able to apply the principles of CRM across all different sectors is a fantastic challenge.
There are 6 of us in the CRM team; Neil who manages data (number crunching, data analysis and all the complicated stuff!), Rimini our marketing executive (who is indispensible), Emma, Anna & I who liaise directly with clients, and last but not least Alan who is Head of CRM.
Today I am developing a CRM programme for a new client; the client has particularly challenging sales targets with no additional budget, so we are looking at improving the R.O.I. from their current marketing spend. A CRM programme will increase sales from current customers as well as help identify prospects that are likely to spend more. This particular client has never ventured into the CRM world so we are starting from scratch.
Firstly I am reviewing their data; where it is stored, day to day management, cleaning and how can we capture more? Secondly we are profiling their data so we can understand their customers, and develop relevant content, communications and media selections. We are also going to segment their data based on value so we can identify their advocates and most valuable, once we know this we can try and find some more! The Cogent CRM mantra is ‘Insight Drives Sales’; the more we know about customers the better the responses… It’s simple really, make sure you send the ‘right message to the right person at the right time’.
My day ends pulling together a proposal for a leisure client hoping to do a direct marketing campaign to their current database to drive awareness and sales for a new destination. I work alongside the Creative Team and Account Directors making sure that the insight we have informs the creative brief and channel selection, with this project we know what channels will work because we have developed in-depth customer journeys for their customer segments.
Well I better sign off, I could talk about CRM all day but duty calls!
