Creating a customer score
Creating a customer score is a powerful technique for improving the segmentation and personalisation of marketing actions. By assigning a score to each customer based on various criteria, you can identify the most valuable customers and adapt your strategies accordingly. This use case describes the steps involved in implementing this customer scoring strategy and the associated benefits.
Objective:
To improve the segmentation and personalisation of marketing actions by creating a customer score based on user attributes.
Description :
Customer data collection:
Enrich your customer database by collecting relevant information such as purchasing behaviour, site interactions, demographic data, etc.
Use Commanders Act tools to centralise and organise this data.
Define scoring criteria:
Define scoring criteria according to your marketing objectives. For example, use the RFM (Recency, Frequency, Amount) model to evaluate customers according to the recency of their purchases, the frequency of their purchases and the amount spent.
Other criteria could include customer satisfaction, engagement on social networks, participation in events, etc.
Calculating the customer score:
Use Commanders Act's agmented attribute tools or by synchronising Commanders Act with a data modelling solution such as Terradata to assign a score to each customer based on the defined criteria.
Automate the scoring process so that it is updated in real time according to new data collected.
Customer segmentation:
Use customer scores to segment your customer base into distinct groups. For example, identify VIP customers, customers at risk of churn, potential cross-selling customers, etc.
Adapt your marketing actions according to the segments identified to maximise impact.
Continuous optimisation:
Monitor the performance of your marketing campaigns by analysing the results obtained for each customer segment.
Use the insights gained to refine your scoring criteria and continually improve the accuracy of your segments.
Examples of use:
Example 1: A customer with a high score based on the RFM model receives exclusive offers and invitations to VIP events to reinforce their loyalty.
Example 2: A customer with a high satisfaction score (NPS) is encouraged to become a brand ambassador by sharing reviews and testimonials.
Example 3: A customer at risk of churn (low score) receives re-engagement offers and personalised communications to retain them.
Associated benefits:
Advanced segmentation: Identify and segment your customers based on their score for more targeted campaigns.
Increased personalisation: Offer personalised content and offers based on customer score.
Optimise resources: allocate your marketing resources more effectively by targeting high-potential customers.
Improved performance: Use the customer score to refine your strategies and maximise return on investment (ROI).
Conclusion:
By creating a customer score based on user attributes, you can not only improve the segmentation and personalisation of your marketing actions, but also maximise the effectiveness of your campaigns. This approach allows you to identify the most valuable customers and adapt your strategies accordingly, contributing to better value for money and optimised business results.
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