Customer Happiness
Building Lasting Relationships Through Personalized Customer Care
Overview
In this section, let me introduce the guide I developed and explain its purpose.
Customer Happiness Guide
As part of my role as After Sales Service Specialist, I created a comprehensive Customer Happiness Guide. The goal was to provide a structured approach to improving customer relationships and engagement by tailoring our interactions based on customer behavior and preferences.
RFM Customer Segmentation
The guide was based on the RFM Customer Segmentation model, which groups customers based on their purchasing habits.
We categorized them into 11 customer segmentations, each receiving personalized actions to improve engagement.
Champions
Loyalists
New Customers
Promising
Potential Loyalists
About to Sleep
Needs Attention
Churned Loyalists
Don't Lose Them
Hibernating, and
Lost
Segments Focused On..
Loyalists: We focused on maintaining their relationship with us by sending them personalized emails, birthday gifts, and exclusive offers.
New Customers: Our goal was to make them feel welcomed, so we implemented an onboarding email series, along with a small discount to encourage further purchases.
Communication Drafts
Calls: We developed scripts that focused on making customers feel valued while addressing any potential concerns. Each call was designed to be informative and personal.
WhatsApp Messaging: We created informal but professional templates for WhatsApp messaging, providing quick updates on orders or promotions.
Emails: Our email drafts varied from promotional content to customer care messages, ensuring we stayed connected in a meaningful way.
Voucher Tracking and Expiry Management
Voucher Management
I managed customer vouchers, tracking their issuance and expiry dates. Vouchers lasted for about a month.
My role was to ensure that each customer was reminded about their vouchers 7 days before expiration, maximizing redemption rates.
Tracking & Reminders
We set up reminders with WhatsApp and Email to notify customers in advance, which helped increase voucher redemption and reduced customer frustration over expired offers.
Impact
This proactive approach led to an increase in voucher redemption and allowed us to re-engage customers who might have otherwise forgotten about their vouchers.
CX Database Updates & RFM Analysis
Quarterly Database Updates
Every quarter, I updated our CX database to reflect the latest customer interactions. This allowed us to maintain accurate records of customer purchases and engagement levels.
Google Sheets & App Scripts
To streamline our process, I used Google Sheets and integrated Google App Scripts to automate the RFM analysis. This helped us segment our customer base more efficiently.
Popular Products Insight
Through this analysis, we also identified which products were most popular with our customers, helping us tailor promotions and product recommendations
Birthday Gifts to Champions and Loyalists
Birthdays 🥳
As a way to deepen our relationship with Champions and Loyalists, I initiated a practice of sending complimentary flowers on their birthdays. This small gesture went a long way in making our customers feel valued.
How It Works
I would gather customer birthdate information via call, messaging, or emails, then work with our team to arrange for a beautiful bouquet to be sent directly to their address.
Purpose
This thoughtful gesture not only delighted our customers but also reinforced their loyalty to our brand, contributing to an increase in repeat purchases.
Gifting Flowers to Churned Loyalists
Re-engagement Effort
We identified our top 30 Churned Loyalists and sent them flowers with a personalized note, letting them know they were missed.
This was part of our effort to re-engage with previously loyal customers.
Survey
We also sent out a survey to understand why these customers had stopped purchasing from us, gathering valuable insights into their experiences and reasons for leaving.
So.. Why Do Our Loyal Customers Leave?
For more insights on customer churn, be sure to check out my Churned Customers Report, where I dive deeper into the reasons customers leave and how to win them back
Conclusion
Through personalized customer engagement, proactive outreach, and thoughtful gestures like gifting flowers, I was able to build strong, lasting relationships with our customers.
These efforts helped drive customer loyalty and satisfaction, ensuring our customers felt valued and appreciated.
Explore More CX Projects
Churned Customers Report
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Abandoned Cart Email System
Reducing Cart Abandonment through Automation
