Closed loop marketing
Encyclopedia
Closed Loop Marketing refers to a loop of two-way messaging with customers. Marketing
messages and materials are pushed to the customer based upon insights on customer preferences, or accessed in a self-service model. Based on data gathered during the interaction, a cycle of continuous improvement is enacted; for example enhanced knowledge about the customer and customer preferences allow us to refine the message or content to improve subsequent interactions.
CLM is not about devices. It is about relationship building using data gleaned from customer interactions through various communication channels to support the continuous refining of relationships. The selection of the channel and/or the device to reach that channel should be driven by customer preference and/or receptivity. A secondary benefit of closed loop marketing is an improved customer database and refined segmentation including behavioral attributes.
Closed Loop Marketing can operate at many different levels of sophistication. Ideally a customer database, (CRM
, SFA
), is linked to a content management platform, allowing the content most relevant to a customer to be accessed by that particular customer or customer segment. As knowledge about the customer increases, the content becomes more and more relevant based on our ability to adapt the channel, content, message, or other preferences.
A central information hub can store data including which content was presented, duration, frequency, presented to which customer, customer and presenter feedback, responses to surveys, and click stream data. Ideally the central hub also houses additional data sets such as sales, market share, sales growth. Analytics will compare data sets for cause and effect in order to recommend corrections to the next approach.
Customer interactions for closed loop marketing may include one or more channels such as face to face, remote, eDetailing, web sites, self service content libraries, call centers, and internet including on-line ordering.
Various devices typically used include iPad
, Android, tablet PC
(Windows OS), laptop
, iPhone
, PDA
, and smart phones.
When the insights gained during a customer interaction are used to make a change in the sales and marketing approach in order to improve a subsequent interaction, the loop is closed. Continuous Loop Marketing is when the improvements happen on an ongoing basis, rather than one time only. Multichannel Marketing is closed loop marketing with multiple interconnected channels.
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
messages and materials are pushed to the customer based upon insights on customer preferences, or accessed in a self-service model. Based on data gathered during the interaction, a cycle of continuous improvement is enacted; for example enhanced knowledge about the customer and customer preferences allow us to refine the message or content to improve subsequent interactions.
CLM is not about devices. It is about relationship building using data gleaned from customer interactions through various communication channels to support the continuous refining of relationships. The selection of the channel and/or the device to reach that channel should be driven by customer preference and/or receptivity. A secondary benefit of closed loop marketing is an improved customer database and refined segmentation including behavioral attributes.
Closed Loop Marketing can operate at many different levels of sophistication. Ideally a customer database, (CRM
CRM
- Sales and marketing :* Customer relationship management, processes implemented by a company to handle its contact with its customers* cause-related marketing, a type of marketing* Courtesy reply mail, a type of business mail- Companies and institutions :...
, SFA
SFA
- Science and medicine :* Saturated fatty acid, a type of fat with no double bonds* Segmented flow analysis, an automated analyzer used in a medical laboratory* Sodium fluoroacetate, an organofluorine chemical compound...
), is linked to a content management platform, allowing the content most relevant to a customer to be accessed by that particular customer or customer segment. As knowledge about the customer increases, the content becomes more and more relevant based on our ability to adapt the channel, content, message, or other preferences.
A central information hub can store data including which content was presented, duration, frequency, presented to which customer, customer and presenter feedback, responses to surveys, and click stream data. Ideally the central hub also houses additional data sets such as sales, market share, sales growth. Analytics will compare data sets for cause and effect in order to recommend corrections to the next approach.
Customer interactions for closed loop marketing may include one or more channels such as face to face, remote, eDetailing, web sites, self service content libraries, call centers, and internet including on-line ordering.
Various devices typically used include iPad
IPad
The iPad is a line of tablet computers designed, developed and marketed by Apple Inc., primarily as a platform for audio-visual media including books, periodicals, movies, music, games, and web content. The iPad was introduced on January 27, 2010 by Apple's then-CEO Steve Jobs. Its size and...
, Android, tablet PC
Tablet computer
A tablet computer, or simply tablet, is a complete mobile computer, larger than a mobile phone or personal digital assistant, integrated into a flat touch screen and primarily operated by touching the screen...
(Windows OS), laptop
Laptop
A laptop, also called a notebook, is a personal computer for mobile use. A laptop integrates most of the typical components of a desktop computer, including a display, a keyboard, a pointing device and speakers into a single unit...
, iPhone
IPhone
The iPhone is a line of Internet and multimedia-enabled smartphones marketed by Apple Inc. The first iPhone was unveiled by Steve Jobs, then CEO of Apple, on January 9, 2007, and released on June 29, 2007...
, PDA
PDA
A PDA is most commonly a Personal digital assistant, also known as a Personal data assistant, a mobile electronic device.PDA may also refer to:In science, medicine and technology:...
, and smart phones.
When the insights gained during a customer interaction are used to make a change in the sales and marketing approach in order to improve a subsequent interaction, the loop is closed. Continuous Loop Marketing is when the improvements happen on an ongoing basis, rather than one time only. Multichannel Marketing is closed loop marketing with multiple interconnected channels.