Throughout an effective CRM initiative, three main value exchanges occur between a brand and its customers:
- The brand provides value to consumers to drive retention/loyalty
- Customers remain loyal and engaged, provide information, spread the word and make purchases
- The brand maximizes return over the lifetime of the CRM interactions
Based on the client’s business objectives, OTOi develops a CRM strategy that creates a series of compelling interactions which lead to desirable customer behavior(s). Taking on as many forms as there are client needs, each CRM strategy is customized to the specific challenges and needs of each client; in developing the right approach for a client, we may suggest implementing frequency or loyalty programs, online communities, or altogether new approaches to customer service and support.
Once a strategy has been crystallized, we work with the client and OTOlabs to deploy a CRM framework which takes a strategic approach to contact methodology, content development and messaging strategy, all with the purpose of triggering desirable one-to-one customer/brand interactions. While a complete CRM framework may include both online and offline customer touch-points, OTOi develops as hyper-focus on the online segment, developing a seamlessly integrated strategy that efficiently leverages the digital channel to drive much of the relationship-building and lead nurturing activity. OTOi also works with internal client teams to integrate data across systems and channels in order to measure results and provide a continuous flow of insights to drive ongoing optimization.
CRM touch-points include:
- Websites
- Emails
- Disaggregated Media (RSS, Widgets, BDAs, Podcasts)
- Social Networks/User Generated Content
- Mobile
- In-store/Brick and Mortar
- Offline Media, including print, TV, radio, outdoor