First of all, process mining for marketing optimises acquisition by redefining marketing intelligence and collaboration with sales. Evidently, identify improvement opportunities, optimal customer touch points and automation potential through reverse engineering the customer journey. Particularly, use the streamlined processes to create dynamic marketing strategies and swiftly adjust to new trends. Furthermore, predict customer behaviour and preventive actions for the best customer experience.
To begin with, acquiring a new customer can cost 25 times more than maintaining existing ones. Therefore, the marketing and sales departments which acquire and maintain customers effectively, have a competitive edge. However, these disciplines miss resources to deeply understand their customer journey through advanced data. Consequently, they fail to foresee trends, predict customer behaviour and dynamically adjust marketing strategies. Therefore, the lack of knowledge about customers, their desires and journey negatively impact customer satisfaction. Undoubtedly, they expect a premium experience with personalised interactions. If that is not offered, you lose customers to your competitors.
Furthermore, the absence of streamlined inter-departmental information channels are the most obvious areas to implement a digitalisation strategy. A CRM system jumps into this gap. Nevertheless, CRM often fails to reflect reality. Lacking user-adoption results in incorrect information, use of system shortcuts and a reliance on Excel. Thus inefficient collaboration leads to bad handovers, missed follow-ups and a sub-optimal customer journey. Consequently, customers are unnecessarily lost and will be expensive to replace.
Insights in the entire customer experience, find the most successful touch points and discover improvement opportunities. Aggregate all customer information to predict behaviour with powerful machine learning analyses.
Save time by automating standard customer interactions to increase resources for a premium customer experience. Use the AI powered process assistant to choose the best next actions and intervene at essential touch points.
Use powerful notifications to ensure timely and personalised customer follow-ups. Keep departments up to date by providing all information in one unified platform, that checks the completeness of information.
Take full control over your processes and be agile to trends. Change priorities, take new approaches, and identify the immediate effect. Maintain world-class customer experience with the transparency of process mining.
